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Personal selling and sales force management- Importance and training methods

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Personal selling and sales force management- Importance and training methods

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A brief about Personal selling and sales force management- Importance and training methods.
Basic concepts and clear understanding. all the Various methods of recruitment-offline as well as online methods and various types of training such as an internship, apprenticeship etc.

A brief about Personal selling and sales force management- Importance and training methods.
Basic concepts and clear understanding. all the Various methods of recruitment-offline as well as online methods and various types of training such as an internship, apprenticeship etc.

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Personal selling and sales force management- Importance and training methods

  1. 1. Importance of Sales Training For building a Better Brand For making Sales force more responsible for Company’s Goals Generating Good Revenue For Ensuring Business Values and Ethics For better Work- Life Balance For Motivating Sales Teams
  2. 2. For building a Better Brand Salespeople are the face of every company. Customers buy from the salespeople not from the company. In today’s world, a brand name is very important as customers relate to it and attach an intrinsic value to it. So, being the face of your company, what you say, how you say and do certain things create an impression in the mind of the prospect/ customer. Generating Good Revenue – Revenue is the reason why Sales is the most crucial and significant department of every organization. A well trained team of strong salespeople can help an organization generate more leads and convert them into huge returns. For making Sales force more responsible for Company’s Goals Every Company has its objectives and goals to achieve. Being a salesperson, you have to work in line with these goals and objectives to achieve the desired results. Sales is not just about hitting the target and achieving the numbers but about deriving the desired results by keeping the missions of the company in mind. Sales training helps you learn how to go about it without scrambling for number every quarter.
  3. 3. For Ensuring Business Values and Ethics: With increasing sales targets, there is a risk of employees compromising on organizational business values and ethics. For an organization to succeed in the long run, it has to ensure that its employees follow the business values it stands for and training is an appropriate platform to drive home this message to the sales force. For better Work-Life Balance – Discipline is the key to maintain a better work-life balance. Sales is a grueling job with no fixed working hours. The field of sales ask for 24X7 commitment and keep you on toes most of time. If not taken care of, your sales job can eat up your personal life and leave you distressed and frustrated. So, in order to give your best both the professional and personal front, understanding of work-life balance is utmost important. Sales Training can be of great help for you to chalk out a plan and organize your schedule to work efficiently without compromising on your personal life. For Motivating Sales Teams: Sales is a high pressure job that leads to frustrations among the sales team very easily. Sales training also provides an opportunity for managers to keep their sales team motivated. With team-building activities and morale boosting workshops, managers ensure that the sales team does not lose focus of the sales targets and organizational goals. It reduces employee turnover and increases productivity
  4. 4. Selecting the Training Methods 1. Demonstrations (attention-grabbers) They are an excellent way to teach employees to use new equipment or to teach the steps in a new process which includes the selling techniques. They are also effective in teaching safety skills. Combined with the opportunity for questions and answers, this is a powerful, engaging form of training.
  5. 5. Lecture Trainees usually watch and listen, although some versions of lecturing permits questions (effective, especially if you invite trainees to write on the board or ask for feedback that you write on the board). • Video portion. Lectures can be broken up with video portions that explain sections of the training topic or that present case studies for discussion. • PowerPoint presentation. Presentation software is used to create customized group training sessions that are led by an instructor. Training materials are provided with projectors and the content is displayed on a large screen for any number of trainees. Employees can also use the programs individually, which allows for easy make-up sessions for employees who miss the group session.
  6. 6. Personal Conference An informal & unstructured method which focuses on the personalities of trainer and the trainee, where they jointly analyze problems, such as effective use of selling time, route planning and call scheduling and handling unusual selling problems. These conferences has a no specified location to be held at and is usually after the trainee has called upon a client or a prospect. Case Discussion Write ups of selling and other problems encountered on the job provide the bases for group discussions. They aim to develop a situation sufficiently to stimulate involvement of the trainers where they can identify the issues, the relevant facts and the diverse alternatives and choose the appropriate one.
  7. 7. Role Play “Act out or perform the part of a person or character, for example as a technique in training” Trainer describing the situation and the different personalities involved. Trainer provides all the required items and designates each trainee to play a particular character. Benefits of Role play- 1. Learn to accept the criticism form others, & the groups recognizes that sound suggestion for everyone benefit 2. Trainee criticizes anthers performance, that individual has an incentive no to repeat the same mistake later again 3. Role players practice introspection through participating in the appraisal of their own performances. 4. Helps in generating new ideas and approaches 5. Helps the trainee to learn valuable tricks and experienced personnel are kept alert as a matter of personal pride. 6. Role players gain experience, which help later in handling difficult selling situation.
  8. 8. Case Study Adidas, Holistic Sales Training Programme Business Issue: Seeking a Coach Although there are instances when the customer knows what they want in a product, and will stop at nothing to purchase it, there are many instances where external factors influence their decision. A poorly trained employee can quickly influence a customer’s decision negatively. In a large number of stores within their emerging market territory, adidas discovered that this was happening at undesirable levels. It became clear that there was no passion for the customer. The inspiration for change is a result of adidas’ mission to create employees that are knowledgeable regarding their latest technological developments and, more importantly, proud to be selling their products. By employing mystery shopping, the qualitative assessment tool, adidas systematically took note of specific flaws which they knew had to be eliminated in order to raise employee awareness and, in turn, create more sales.
  9. 9. High employee turnover was another reason for seeking help from DOOR. It was clear that a self-defeating cycle was perpetuating itself at adidas stores: low-skilled employees were not making many sales nor being promoted and thus, were leaving the stores to look for employment elsewhere. For DOOR, the solution was obvious. By empowering employees with the necessary skills to raise sales, and instilling them with a bond to adidas, both problems could be solved through one comprehensive training programme. Adidas’ Path Towards Passion By identifying and understanding their flaws, adidas was able to find a suitable partner that would aid them in training and coaching their store managers which would internally serve as a means to train their employees. DOOR would lay the foundation for adidas, helping them achieve their desired goals and vision. At the core of this partnership is the development of improvement points which would be tailored to each store. DOOR’s belief in global presence and local excellence ensured that only a perfect fit for each store would be acceptable. • The first task was creating a passion for adidas within the employees. For this, DOOR created “Knowing adidas,” the overall objective of which is evident through its title. This programme was created to ensure that within a years time, all new employees and managers would be on the same wavelength concerning adidas’ vision, mission, strategy, and future. Upon completion of the programme, all adidas retail employees would convey the same message regarding adidas’ organisation, products and technologies, sales skills and visual merchandising. A goal of this task was for employees to be able to give an informative, yet interesting description of adidas in a 1-minute presentation. • After designing a curriculum, the first step was to train their store managers with DOOR’s specifically tailored courseware to the point that they would be able to coach their employees for an extended period of time. The process began with a Train the Trainer (TTT) programme, delivered by a DOOR Master Trainer to adidas store managers. The TTT contains an overview of the training programme, guidelines on how to deliver the training as well as coaching support. This programme emphasises both effective leadership attitudes and the maximisation of learning results. It describes the “You-approach,” where employees are instructed to focus their comments and insights on the customer, and champion the tailoring of language where appropriate. This programme heavily emphasises the coaching aspect of teaching and tries to cultivate a friendly competitive sales atmosphere. Implementing Change • Change never comes without some form of resistance. Therefore, DOOR dedicated a large portion of the training programme to gaining authority and respect from our customers’ team because we believe this is the best method to minimise difficulties resulting from change-reluctant employees. DOOR also recognises the importance of active listening, constructive criticism, and asking open-ended questions; thus, a module is dedicated to each of these topics respectively. Each module is couched within the 6 facets of “passion for performance,” the slogan of our adidas programme. The 6 areas of selling targeted were: smile—eye contact (how to successfully engage customers),consumer—modes (different ways to respond to consumer types), listen— understand (determining and fulfilling consumer needs), product—presentation (learning about products and how to present this knowledge), fitting room—experience (understanding the influence of the fitting room), consumer—passion (developing a desire to create enthusiastic consumers)
  10. 10. • Solidifying Change Thus, while the passion for performance is a sales programme, the “52 Training pitches” was used for anchoring the recently acquired knowledge. These pitches were given from a DOOR Master Trainer to the store managers, which they delivered to their employees. On an allocated day of the week, the store manager must dedicate 30 minutes to his employees and expand upon 1 of the 52 “pitches.” Each pitch is a short saying which conveys a specific message targeted at improving crucial aspects of selling, which were separated into 5 different categories: • customer enthusiasm • sales • products • visual merchandising • complaints As this is a continuous project, after the training has been completed there are supporting materials and embedding tools which reinforce the teachings. It is through the process of embedding this programme’s teachings that the employees truly became better salespeople for an extended period of time.

Notas del editor

  • 1. For instance, a prospect will never take a casually dressed salesperson seriously in comparison to a well dressed sales professional. Through sales trainings, sales professionals are taught about the behavioral and attitudinal changes to leave a long lasting impression on the minds of the customer and build a better brand for your company.
  • Preferable to show in closing a deal- Demonstrating it
  • Mainly to clear doubts

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