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Selecting Sales Personnel

Selection Procedures and Techniques

Inviting a blank application Personal Interviews Reference checks Physical Examination Psychological test Intelligence Personality Aptitude and skills Determination of terms of service Appointment Initial orientation

Inviting a blank application

Standardizes information Personal history information Facilitates interview preparation May raise questions

Personal Interviews

Structured interview

Predetermined questions Interviewer may fail to probe unique qualities or limitations Discussion on wide ranging topics May yield unexpected insights Requires interviewers with interpretative skills

Unstructured interview

First interview

Draw out basic information Communication skills Personality traits Interest level Drill down Assess potential

Second interview

Reference Checks

Should include several in-depth probes May be time-consuming, costly Can ensure factual data Job experience College degrees Can reveal opinions Aptitudes Job performance Can prevent costly hiring mistake

Physical Examinations

Sales jobs require sound basic health, stamina and the physical ability Caution when requiring medical examinations and specific tests for drug use, HIV virus Using a standard physical examination for all positions is illadvised Physical exam can be performed only after extending job offer

Psychological Tests

Types Intelligence tests mental ability Aptitude tests interest in and ability to perform job Personality often tests traits related to future success in a job Valid tests: Well-designed Validated Well-administered Well designed, validated and administered tests provide a valid selection tool Intelligence Aptitude Personality

Psychological Tests

Concerns May not validly predict future success in a specific firm Some creative and talented people may deviate from expected norms Test-wise individuals may be able to manipulate results May discriminate against different races, genders, et al thus becoming illegal

Guidelines for the Appropriate Use of Tests

Test scores should be considered one of several inputs Test only on abilities and traits relevant to job When possible, use tests with internal checks for validity Conduct empirical studies to validate the tests predictive value

Determination of terms of service

Salary Commission structure Allowances including travel and medical allowances Leaves with pay Housing facilities etc.


Issue of an appointment letter Appointment letter includes:

Terms and conditions of service with regard to compensation and allowances Probationary period Last date to join Other conditions and reimbursement information

Initial orientation

Formal Orientation Program: - It provides job related and organization related information - Origin and growth of the firm - The policies and procedures - Regulations governing the job in the organization - Information about sales department and its structure - Information on social welfare schemes - Policies towards promotions and transfer - Decsciplinry measure and rights - Duties and responsibility of sales person

Training the Sales Force

Value of Sales Training to the Organization

Acts as a Personal Development Tool Contributes to the Culture Articulates the How to Establishes a Common Language Enhanced Business Results

Sales training includes

Building sales training program Defining training aims Deciding training content Selecting training methods

Building sales training program


Aim Content Methods


Defining Training aims

Process of training need identification - Identification of specific problem - Anticipating impeding and future problems - Management request - Interviewing and observing the personnel on the job - Performance appraisal - Questionnaire survey - Checklist - Attitude survey - Interpersonal skill test

Factors to be considered: 1. Identifying Initial Training needs a. Job specification b. Trainees background and experience c. Sales related marketing policies 2. Identifying continuing training needs

Deciding training content

Product data Sales technique Markets Company information

Selecting Training methods

The Lecture The personal Conference Demonstration Role Playing Case Discussion Sales Seminar Gaming On the job training Programmed learning Correspondence courses

Selecting training methods

Group Training Method - The Lecture - Role Playing - Sales Seminar - Case Discussion - Gaming

Individual Training Method - The personal Conference - Demonstration - On the job training - Programmed learning - Correspondence courses

Sales Training philosophies

Conditioned-response philosophy Sales person response in standardized or programmed manner Insight-response philosophy Develop trainees analytical skills

Organization for Sales Training

Who will be the trainees? Who will do the training? - Initial sales training - Continuing sales training - Sales training staff - Training the sales trainer - Outside experts When will the training take place? Where will the training site be? Instruction Material and Training Aids - Manuals - Other printed materials - Training Aids - Advanced Assignments

Evaluation of Sales Training Program