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Sales Training: Objectives, Techniques, and Evaluation

Sales Force and Distribution Management Marketing 3345

Training Investment

Mark W. Johnston and Gary W. Marshall, Sales Force Management, McGraw Hill, 2006

Sales Training Issues


Who should be trained? What should be the primary emphasis in the training program? How should the training process be structured? on-the-job training and experience? formal and more consistent centralized program? web-based? instructor-based?

Sales Training Objectives


Increase

productivity

Improve
Lower

morale customer relations


selling skills

turnover

Improve
Improve

WellDesigned Training Program

Mark W. Johnston and Gary W. Marshall, Sales Force Management, McGraw Hill, 2006

Training Costs and Duration

Mark W. Johnston and Gary W. Marshall, Sales Force Management, McGraw Hill, 2006

Training Costs and Duration

Sales Training Topics

Product or service knowledge

Market/Industry orientation
Company orientation Selling skills Time and territory management Legal and ethical issues

Technology
Specialized topics

Training Methods - How

Mark W. Johnston and Gary W. Marshall, Sales Force Management, McGraw Hill, 2006

Training Methods - Where

Mark W. Johnston and Gary W. Marshall, Sales Force Management, McGraw Hill, 2006

Training Evaluation

Mark W. Johnston and Gary W. Marshall, Sales Force Management, McGraw Hill, 2006

Training Evaluation

Mark W. Johnston and Gary W. Marshall, Sales Force Management, McGraw Hill, 2006

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