IBS Hyderabad

Sales Force Training Process

IBS Hyderabad

Sales Training - Importance• Importance of Sales Training:– Definition of sales training– Concentrates on how prospective sellers and

buyers interact• What Happens When Sales Training Is

Inadequate– Miscommunication– Lack of confidence– Lack of Customer satisfaction

IBS Hyderabad

The Positive Value Of Sales Training

1. Increases the performance of salespeople, resulting in increased sales, by:– Preparing salespeople to maximize the

effectiveness of each customer encounter. – Teaching salespeople a systematic selling process

which makes it easier for them to apply specific selling techniques based on customer-initiated buying signals.

– Improving the ability of salespeople to carry out corporate-endorsed selling strategies.

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The Positive Value Of Sales Training

2. Improves customer relations by: – Helping salespeople understand their customers’

underlying buying motivations. – Enabling salespeople to deal more effectively with

customer concerns and objections.

Sales training improves the overall effectiveness of training by applying it universally

throughout the company’s entire sales, sales support, and marketing organization.

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Initial Sales Training Follow-up or Refresher Training Training by Manufacturer to

Distributor’s sales force Training by Manufacturer to Customers

TYPES OF SALES TRAINING

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Complete knowledge about the product or service

Increases effectiveness and productivity Enhances company’s image Reduces sales force turnover Selling complex products

BENEFITS OF SALES TRAINING

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• Relationship Building.

• Product Knowledge.

• Competitors and their Products.

Objectives of the training Program

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Who Should be trained….

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• Sales force from different occupations.

• Customer’s needs and requirements.

• Knowledge of the market.

• Personal selling skills and time management skills.

Identifying training needs……

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1.Selecting the Right Trainer

2.The timing of the Training

3.The Place of Training

Implementing The Training Program

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• To measure the effectiveness of sales training is difficult.

• Evaluations can be made before , during, and after the training programs.

• To reinforce the training in subsequent weeks.

Evaluation of Sales Training

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Kirkpatrick's Four-Stage Model

Salesperson’s reaction

Knowledge acquisition

Behavioral change/ Transfer of learning

Organizational outcomes

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Mean Importance

Source All Cos. Service CompaniesManufacturing Cos.

Reaction Measures

Trainee Feedback 3.42 3.39 3.39

Supervisor's feedback 3.15 3.14 3.12

Training staff feedback 2.95 2.92 2.85

Learning Measures

Performance tests 3.1 3.31 2.85

Pretraining vs. post-training Measurements 2.72 2.71 2.56

Behavior Measures

Supervisory appraisal 3.38 3.5 3.29

Self-appraisal 3.25 3.37 3.1

Customer appraisal 3.17 3.42 2.78

Subordinate appraisal 2.73 2.93 2.37

Coworker appraisal 2.52 2.63 2.33

Result Measures

Bottom line measurement 3.2 3.34 2.94

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• Define training effectiveness in terms of incremental sales volume from existing accounts or volume generated by new accounts.

• Training is evaluated based on its impact on both sales and profits.

• To ensure that training is not prohibitively expensive.

ROI approach

IBS Hyderabad

Asia's Largest Direct-selling Organization, 5,500-strong

Direct-sales Force, 450 Cities, 100 Direct Offices.

Continuous Training: Knowledge Management Portal “Euro

Share” and “Book of Best Practices”.

Training The new Employee:

› The Induction Program “My First Week”. – 7 days.

› The Refresher training program “Making of the Euro

Champ”. 30 days.

Sales Force Training @ Eureka Forbes

IBS Hyderabad

Hub and Spoke Model Followed.

Trainers : Members of “Club 100”, “Living Legend” &

Faculties from NMIMS.

Training through “Curriculum Based”, “Case Study” &

“Simulation”.

Training for Training, Relationship Marketing,

Communication Skills, Full knowledge of the product

range.

Training for Managers “Smart” & “Regional Smart”.

Sales Force Training @ Eureka Forbes

IBS Hyderabad

Training not that intensive. Decentralized Training. 2 Days Training at Branch office and 1

Week at Lifestyle. Training Focuses on selling products

through commercial and visual processes of pricing and display.

Company Showroom Sales Force Training @ Godrej

IBS Hyderabad

Thank You