Sales and Distribution Management, 2e

Sales and Distribution
Management, 2e
Dr Tapan K. Panda, Great Lakes Institute of Management, Chennai

Dr Sunil Sahadev, University of Sheffield, UK
Copyright © 2011 Oxford University Press Chapter 10: Training the Sales Force
Chapter 10
Training the Sales Force
Challenges in sales training
 Will the training programme be effective in solving a

problem?
 Will the investment in it be justified?
 Will it produce the desired or intended results?
Role of the trainer
• The success of the training programme depends on the

ability, skill, and motivation of the sales trainer
The training process
Training need assessment
Design and conduct of a training programme
Evaluation of a training programme
Training need assessment phase
Organizational level analysis
Task level analysis
Individual level analysis
Training needs
 Identification of specific problems

 Anticipating impending and future problems
 Management requests
 Interviewing and observing the personnel on the job
 Performance appraisal
 Questionnaire survey
 Checklist
 Attitude survey
 Interpersonal skill test
Designing and conduct phase
 Location
 Job Instruction Training (JIT)
 Presentation options
Types of training
 Cross-functional training
 Team training
 Creativity training
 Literacy training
Training methods
 Didactic method
- structure the lecture
- reinforce the Message
- aid concentration
- material used for the lecture
- make it memorable for the participants
- deliver with dynamism
- use questions
 Visual support
 Participative
 Conferences
Training methods (contd..)
 Seminars
 Discussions
 Role play
 Case study
 Fishbowl
 Workshops
 Sensitivity training
 Transaction analysis
 In-tray exercises
 Transcendental meditation
Deciding a sales training programme
 Aim
 Content
 Contents
 Knowledge
 Proficiencies
 Location
 Evaluation
Process of socialization
• Anticipatory socialization
• Accommodation stage
• Outcome stage

Sales and Distribution Management, 2e

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Sales and Distribution

Dr Tapan K. Panda, Great Lakes Institute of Management, Chennai

Training the Sales Force

 Will the training programme be effective in solving a

• The success of the training programme depends on the

Training need assessment

Design and conduct of a training programme

Evaluation of a training programme

Organizational level analysis

Task level analysis

Individual level analysis

 Identification of specific problems

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