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Chapter 10
Dalrymples Sales Management
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Asses TrainingNeed
SettingObjective
Setting Budget
What
topics?
Where to
train?
Training
methode?
Trainer ?
Evaluating Training
Follow-up Training
Sales Training
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Why Train Sales People? Increased Productivity
Reduced Turnover
Improved Customer Relation
Better Morale
Improved Time and Territory Efficiency
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Assesing Sales Training Needs Managementiont Objectives
Sales force Observation and Survey
Customer Information
Company Records
Setting Objectives Setting a Training Budget
New Salespeople Retraining Veteran Salespeople
Developing The Training Program
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Training Topics Product Knowledge
Selling
Improving Teamwork
Customer and Market Information
Company Orientation
Other Topics
Where to Train Centralized versus Decentralized Training
Field Training
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Training Media Role Playing
CD-ROMs and Audiotapes
Internet
Who should train Staff Specialist
Outside Specialist
Line Executives
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Measure Criteria type Important Rank Trainee feedback Reaction 1
Supervisory appraisal Behavior 2
Self appraisal Behavior 3
Bottom-line Measures Result 4
Customer appraisal Behavior 5
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Follow up is important One-shot training is a proven formula for
failure and a big waste of company money
Training efforts are most successful whentraining is scheduled at regular intervalsthrough out the year
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1. Developing Salespeople Help salespeople gain a realistic understanding of the
process and of their chances of getting promoted
Give people opportunities to develop new skills withintheir present job.
Be creative in letting veteran salespeople know theyare successful and important to the company
Be constantly alert for salespeople with the skills anddesire for management or other advance sales position
Design a program for developing salespeople for their
next assignment
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2. Design a program for developingsalespeople for their next assignment
