sales management- sales training design

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TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75 Affiliated to Institution of G.G.S.IP.U, Delhi Course: BBA (G) Subject :Sales Management Paper ID : 17303 SALES TRAINING DESIGN Mr. Pramod Kumar Nayak Asst. Professor

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Page 1: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

Affiliated to Institution of G.G.S.IP.U, Delhi

Course: BBA (G)

Subject :Sales Management

Paper ID : 17303

SALES TRAINING DESIGN

Mr. Pramod Kumar Nayak

Asst. Professor

Page 2: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING

PURPOSE OF SALES TRAINING:

(i) To achieve improved job performance.

(ii) To help the new sales personnel to perform

their job satisfactorily and as a result the rate

of sales personnel turnover declines.

(iii) To increase Sales force effectiveness.

(iv) To increase the overall efficiency of a company’s

personal selling operation.

Page 3: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

Designing or Building Sales Training Programme:

Primarily the sales training programme are designed for

Newly recruited sales personnel and for experienced

sales personnel differently.

For newly recruited sales personnel – the most

comprehensive and longest is the training programme.

For experienced sales personnel – more intensive and

shorter programme on specialized topics as well as

periodic refresher course.

Page 4: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

Decisions for Designing Sales Training Programme:

Building a sales training programme requires five major

decisions:

Some sales training specialists refer to these decisions

as the A-C-M-E-E decisions;

A- Aim (The specific training Aims must be defined)

C- Content (Content must be decided)

M- Methods (Training Methods to be selected)

E- Execution ( Arrangements to be made for Execution)

E- Evaluation (Procedure to be set up for Evaluation of

results)

Page 5: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

The A-C-M-E-E approach to Sales Training Design Decision

A- Aim

C- Content

M- Methods

E- Execution

E- Evaluation

A-Aim(s) (Why?)

C-Content (What?)

M-Methods (How?)

E- Execution (Who? When? Where?)

E- Evaluation

(Recycle, Redesign, Modify, and so forth)

Page 6: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

Decisions for Designing Sales Training Programme:

A-C-M-E-E decisions;

(i) A- Aim (The specific training Aims must be defined):

The first step in the decision making is defining the

specific aim. The specific Aim definition begins with a

review of general aims and the means currently

employed to attain them.

The process cannot be completed until sales

management perceives the training needs from which

specific training aims derive directly.

Page 7: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

A- Aim (The specific training Aims must be defined).

The aim of training can be defined after identifying the

training needs.

The Initial training needs can be identified by analysing

the job specifications, Individual trainee’s background

and experience, and sales related marketing polices.

The continuing training needs can be identified by

analysing the present practice and policies, which are

followed by the experienced sales personnel.

Accordingly the specific aim will be defined.

Page 8: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

A- Aim (The specific training Aims must be defined).

The aim of training should be with following objectives:

(i) To increase sales productivity

(ii) To increase sales, profit or both

(iii) To improve customer relations

(iv) Preparing new sales person for assignment to new

job.

Page 9: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

(ii) C- Content (Content must be decided for training)

For initial sales training programme the programme

should have contents to cover the main four areas :

(1) Product data (Knowledge about product)

(2) Sales Techniques

(3) Market information

(4) Company information For newly recruited sales personnel – the most comprehensive and

longest is the training programme and should have the content to

train them to face the market.

For experienced sales personnel – more intensive and shorter

programme on specialized topics as well as periodic refresher

course content for their improvement.

Page 10: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

(iii) M- Methods (Training Methods to be selected)

It is important to select those training methods that most

effectively convey the desired content. There are two

methods and as follows:

(i) On the job training : on the job training includes

various methods such as a. Coaching

b. Mentoring

c. Understudy

d. Job rotation

e. Job Instruction Technique

This method is appropriate for developing trainee’s skill in

making presentations, answering objections and closing sales.

Page 11: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

M- Methods (Training Methods to be selected)

(ii) Off the job training : off the job training includes

various methods such as a. Lectures

b. Role play

c. Presentations

d. Simulation games

e. Demonstrations

f. Group Discussions

Page 12: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

(iv) E- Execution ( Arrangements to be made for

Execution)

The Execution step of A-C-M-E-E is the fourth step in

designing the sales training and requires four key

organisational decisions. They are as follows:

(a) Who will be trainee?

(b) Who will conduct the training?

(c) When will the training take place?

(d) Where will the training site be?

Page 13: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

(v) E- Evaluation (Procedure to be set up for Evaluation

of results)

The Evaluation step of A-C-M-E-E is the fifth step in

designing the sales training. It focuses upon measuring

training programme effectiveness.

However, measuring sales training effectiveness is not easy, but it is

possible to gauge, somewhat roughly the programme effectiveness.

Any evaluation of training programme effectiveness based on sales

record is an approximation. Apart from training other factors like

sales promotion, competitor’s activity, economic regulations also

affect the sales effectiveness.

Page 14: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

E- Evaluation (Procedure to be set up for Evaluation of

results)

Other approaches to measuring training programme

effectiveness are use of written tests ( on a before and

after training basis) to determine how much trainees

have learned. This is appropriate for measuring

improvements in amount and depth of product

knowledge, for instance, but reveals little about trainee’s

ability to apply this in the field.

Many companies also ask trainees to evaluate training

programmes after they return to their territories.

Page 15: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

SALES TRAINING DESIGN

A Company’s position in its industry is

determined importantly by the

performance of its sales personnel.

Skilfully designed and executed sales

training programmes have potentials

for helping sales personnel to achieve

effective job performance.

Page 16: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

Disclaimer: The PRESENTATION is prepared for use in classroom Instructional/Teaching & Learning purpose only, Not to be used for any other purpose.

References: Sales Management – Decisions, Strategies and Cases , Richard R Still, Edward W Cundiff, Norman A P Govoni, Prentice Hall, 2009, pp. 340-365 Sales and Distribution Management, Sukhvinder Singh, Sun India Publications, 2013

SALES TRAINING DESIGN

Page 17: Sales Management- SALES TRAINING DESIGN

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Sector – 9, Dwarka Institutional Area, New Delhi-75

Disclaimer: The PRESENTATION is prepared for use in classroom Instructional/Teaching & Learning purpose only, Not to be used for any other purpose.