Implementation and evaluation
UNIT 10 TRAINING THE SALES FORCE
10.2 Training Process and objectives
After the successful recruitment process you will have the best talent your organization requires. It is now the duty of the organization to conduct the necessary training program and make use of the talent in increasing the revenue for the organization.
10.2.1 Sales Training Process
Let us understand the typical sales training process as explained by Ingram (2009):-
Fig: Sales Training Process
The 1st step sales training need assessment deals with identifying the necessary skills, attitudes, perceptions and behaviours of the sales representatives. The 2nd step deals with setting up the training objectives i.e. the necessary measurable outcome of the training program. The 3rd step deals with identifying various alternatives to conduct the training. The 4th step deals with the design part of the training program which involves identifying the training program period and modules and the necessary skills to be imparted, logistics arrangements etc. The 5th step performing the sales training is the actual implementation of the sales training program which deals with the way how the training is conducted and the methodologies adopted by the trainer in imparting the necessary skill set. Once the entire training process is completed, follow-up and evaluation dealing with analyzing the quality of training program held and the benefit received by the candidates and the organization need to be conducted.
We shall learn more about the individual steps in the training process in subsequent sections in this unit.
10.2.2 Training Program Objectives
Training is a continuous process in the employer’s career. Training might be required whenever a new designation is given in the appraisal system. So having the set of objectives in place for any training program is an important task. Let us now look at some of the common objectives which most of the training programs would try to achieve:-
10.2.2.1 Imparting Attitude Skills
We have already studied in the earlier units about the importance of positive attitude for a sales representative. Sales job is a challenging one which requires positive attitude and continuous self motivation. For a candidate who has passed out from college, imparting attitude skills is a significant task. Apart from positive attitude, there will be a necessity to impart professional behaviour skills as well. Sales representatives may notice other employees advance in their career by shortcuts. It is therefore very important that the training program highlights the importance of hard work. Hence, in brief some of the objectives in imparting the right attitude skills would include:-
Imparting positive behavioural attitude
Encourage the candidates to depend on hard work rather than shortcuts
Inculcate the willingness to work even in difficult times
Recognizing the importance of self motivation
Understand the importance of value system
Improving the leadership qualities i.e. ability to take challenges 10.2.2.2 Notifying organization policies
Clear understanding about the organization policies will decimate any future misunderstandings between the employees and the organization. Every training program should make it clear about the organization policies to the employees. In brief, Organization policies may include the following:-
Dress code of the employees
Work schedules and facilities when working overtime
Logistics provided like internet, telephone connections, faxes etc.
Rules and regulations as per the government laws for proper behaviour with employees, smoking regulations etc.
Salary structure, designation, employment type i.e. regular or contract and other benefits like Insurance, LTA etc.
10.2.2.3 Bestowing organization culture and values
It is important that the employees/ candidates who have joined the organization are imparted with the organization culture and values. This is done as an attempt to increase the loyalty towards the organization. During the training programs a lot of importance is given in this activity. The main objective in doing so is to create a sense of feeling that the company is for the employees and the employees are an important
asset for the company. The candidate unless is a fresher, might have worked with several companies and will have a mixed feeling of self belonging with the present organization. The previous company might be the competitor of the present organization and he/she might have to compete with their friends to make the sale. So, for a sales representative it is very important that he/she shows a lot of dedication towards the work in the present organization and would overcome any personal relationships in making the sale. Hence, imparting the organization culture and values is very important for the sales representatives.
Another important reason for inculcating the organization culture and beliefs is to convey that:-
Employees are working in a positive organization which cares for the employees all the time
The group in which the employee work will be a positive group 10.2.2.4 Understanding the goals and objectives
Before getting into any work it’s is important to understand the goals and objectives of the work. In any training program the goals and objectives should be clearly stated so that the employees can be mentally prepared to face the challenges in the work. For example, if you are the pre-sales representative and if you have been promoted as the sales representative for the Asia Pacific Region, then you should clearly know the objectives of the work and the goal that is to be achieved every quarter. Objective might be to gain some customers in the countries of Asia Pacific region where the presence of company is null. The goal may be to increase the revenue or sales by at least 15% of what it is in the previous quarter. Hence the employees must be given realistic goals and objectives for each training program. For the newly joined candidates, he/she must be explained about the expected objectives from the work and the goals to be achieved.
10.2.2.5 Developing the team working skills
The nature of work will vary upon the type of sale you make. In personal selling, the sales representative will be alone most of the times, hence there would be the needs of a team work. But when you come to the industrial/ institutional sales, team work plays a significant role. For example industrial sale can be selling a network platform to the telecommunication company or installing the technical product like servers in the customer company. In such cases, the selling process may involve the sales team, pre-sales team, technical team, finance team, testing team and many more depending upon the sale. Hence the sales representative should know how to perform in the team and perform and effective sales process. Some of the team working skills include:-
Identifying the coordinator for the team
Caring for the opinions of the entire team members
Effectively managing the time available among team members
Monitoring the performance of the team members and checking for any lag in the action plan
Clearly assigning the duties among team members
Ensuring a proper and timely feedback mechanism among the team members It is very important that the coordinator for the team has the leadership qualities to ensure proper functioning of the team in making the sale.
10.2.2.6 Developing the product/ service knowledge
The basic requirement to sell a product/ service is to know completely about them. The training program must take care that the entire description and features of the product/
service is conveyed to candidates. The basic thing which the sales representative must know before going for a sale includes:-
About the company of the product/ service
The list of competitors and their similar products/ services
The complete set of features of the product/ service
The benefits the product/ service provides to the customer
The key competitive advantages of the product/ service over the competitors
The price and the maximum allowable discount for the product/ service
The installation time and after sales service available with the product/ service In this section we have understood the training objectives and the necessary skill set required by the sales representatives. The following diagram helps in understanding SAQ 1
1) Explain the sales training process with a neat diagram
2) Narrate the importance of notifying the organization policies to the employees 3) Explain the need of developing organization culture and values in the training
program
4) Identify the necessary product/ service knowledge required by the sales representative before going for a sale