Salesman selected for the job need training for effective sales performance. Sales training is a technique or method by which efforts are made to increase the knowledge, skill and efficiency of a salesman so that he may be in a position to solve the problems of sales and provide active contribution on increasing sales of the enterprise.

Objectives of Salesmen’s Training

The objectives of salesmen’s training may be varied in nature. They may differ from industry, nature of the products, company policies etc. In general, the objectives of salesmen’s training are as follows :

1. Detailed knowledge of the product.
2. Knowledge of sales policy of the enterprise.
3. Knowledge of the basic principles of selling.
4. Knowledge about the sales organization and the enterprise, including history and the goodwill of the enterprise.
5. Knowledge about the customers.
6. Knowledge about the competitors and methods to increase sales in view of the competition.
7. Method of facing customer’s objections, convince the customer and create demand of the product.
8. Method of meeting, convincing and presenting product information to the customers.
9. Increase the morale of the salesmen.

10.  Increasing sales of the enterprise.

11.  Method of creating new customers

12.  Knowledge about the method of reporting sales, communication of orders of customers, maintenance of accounts, reimbursement of expenses, display and demonstration of products, preparing daily reports , servicing the customers etc.

13.  Acquaint him with the laws and regulations relating to sale of goods.

14.  Equip the salesman with necessary abilities and techniques to carry on his duties with vigor.

15.  Keep him informed of the prevailing market conditions.

16.  Achieving the sales targets.

17.  Increasing the general efficiency of the salesmen.

18.  Preparing the salesmen’s force for replacing retiring, incompetent salesmen etc.

Methods of Training of Salesmen

Since the work of salesmen is of varied nature and differs widely from industry to industry, it is not possible to suggest or prescribe any single method of training to salesmen which may suit all types of salesmen. That is why different types of salesmen are appointed for different types of jobs in a sales department. Hence, there are different methods of training salesmen. They may be classified under the following two broad heads :

1. Individual Training Methods
2. Group Training Method

1) Individual Training Method

The individual training methods include on the job training, training through correspondence, internship training, training through study courses, training through individual coaching, training through special assignments, observation posts etc. as given below :

1. Training on the job:

It is a practical method of training in which the trainee gets actual experience by working along with some senior supervisor on the job. It is the most popular method of training. It is also called ‘training within industry’ or ‘coach and pupil training ‘. Trainees work along with senior supervisor until the senior supervisor is fully satisfied that the trainee is competent to work individually. Under this method of training process charts, manuals, demonstration, tape records etc are also used.

2. Training through Correspondence:

Under this method training is provided to the trainees through correspondence. The special study courses are supplied to the trainees through post by a recognized institution regularly at the residence of the trainees. On the basis of  the  study courses the trainee is required to answer questions. These answers are duly examined by the panel of the institution regularly. The trainees are intimated about the mistakes committed by them. After a certain period the trainees are required to appear for an informal examination. As soon as they pass the prescribed examination degrees or certificates to the trainees are awarded.

3. Internship Training:

This method of training refers to a joint programme of training in which the technical institution and business houses co-operate. The object of such co-operation is to provide theoretical and practical training both side by side to the trainees.  As soon as the trainees complete their training they are taken in the regular service of the concerned business house.

4. Training through Study Courses:

Under this method of training, study courses are prepared under the direct supervision and guidance of the experts. Necessary illustration is done through photos and pictures. These study courses are supplied to the trainees who are required to have a detailed study of the same. The idea behind this method of training is to refresh  the trainee with latest and up-to-date techniques and methods of salesmanship.

5. Training through Individual Coaching:

Under this method of training, coaching is provided by the supervisor to the trainees on a continuous and regularly scheduled basis. It is essential that the supervisor should consider the training of the trainee placed under him, as part of this job.

6. Training through Special assignments:

Under this method o training, the trainees are provided special assignments with complete freedom to handle the affairs as they please. This method of training aims to create confidence in the trainee to do the task to the best of his ability.

7. Observation Posts:

This method stresses learning by observation. ‘Assistant to’ positions make good observation posts in development of the trainee. Trainee holding assistant posts are likely to grasp and assimilate problems pertaining to a particular post most effectively.

2) Group Training Method

Under this method, training is provided in groups. The advantage of this method is that training is provided to several trainees at a time. The most common methods under group training are as follows :

1. The Lecture Method:

This the easiest, quickest, simplest and cheapest method of providing training to the trainee. Under this method, lectures are delivered by senior supervisors and leading experts to a group of trainee consisting of 15 to 20 trainees who are sitting in a room. This is a sort of classroom lecture method which is a traditional one. Visual aids are also used so as to make the lecture most effective. After the lecture, questions are asked so as to have a clear conception, as soon as the desired series of lectures are completed, written and oral examinations may be arranged

2. The Conference and Seminar Method:

Under this method conferences and seminars are arranged under the leadership of experts and the trainees are required to participate in the same. All those present acquire latest and up to date information on the basis of actual contribution in one way or the other. This method can create greater degree of interest, gives a chance to each one o participate, develops group morale and stimulates analytical thinking.

3. Committee Method:

Under this method, committees are formed under the leadership of a senior supervisor. The trainees are the members of the committees. The idea behind this method is to teach the trainees about organizational relationship and help he member(trainee) to visualize the operations of each major organizational unit of the enterprise. Thus trainee thus gets wider perspective having to adjust and accommodate others viewpoints and thereby gain practice in reaching decisions.

4. Case Method:

Under this method, an actual or hypothetical case of sales is discussed by the trainees in the presence and guidance of a senior supervisor. There are open and frank discussions amongst the members (trainees).

5. Round Table Method:

Under this method, the trainees are required to sit around a table under the leadership of a senior supervisor or expert. They discuss and express their ideas on a particular subject. It is the best method of having mutual exchange of ideas amongst the trainees on a particular subject.

6. The Panel Method:

Under this method, a discussion is presented by a certain number of experts on the panel who take the trouble to prepare and present the facts and discussions. The same further follows with the general discussion in which active participation of the trainees takes place.

7. Role Playing Method:

Under this method, training is provided to the trainee by presenting a sales drama before the trainees. In this method, a salesman is required to face the problems, criticism and objections of a number of customers. He solves their problems and replies to the criticism and objections in a very skillful, pleasing and convincing manner. It is an interesting and effective method of training.

8. Job Rotation Method:

Under this method, the trainees are required to work on different types of jobs in the sales organization. It provides boarding, balancing and enriching experience to the trainees. However, in order to make this system more effective the number and sequences of the jobs used for training should be carefully selected.

9. The ‘Brainstorming’ Method:

Under this method, any particular problem is thrown at the persons (trainees) sitting round the table and the participants throw out whatever comes into their minds. No one is permitted to contradict. Some good ideas are selected and the rest (useless ideas) find their way into the waste paper basket.

10. The ‘each-one-train-one’ Method:

Under this method, salesmen are divided into teams of two i.e. one of them is an old (experienced) salesman while the other is a new trainee. The old salesman teaches the new one all the techniques which he has acquired through his experience.

Miscellaneous Methods :

1. Visual training
2. Sensitivity
3. Multiple table method
4. You tell it method and
5. Task force method etc.

Advantages or Importance of Salesman’s Training

A newly appointed salesman is neither aware of the products not knows the techniques of attracting and presenting the product before the prospective customer. Training makes the salesman aware of all these.  The following are the advantages in favour of training salesmen:

1. Trained salesmen can see opportunities in a market which have been previously overlooked.
2. Training is necessary not only to those who are dealing in specialty goods but also to others. A salesman, even though he is a born salesman, requires to be trained in connection to policy and views of the enterprise.
3. With increase in sales the cost of selling per unit is reduced considerably.
4. Training enables salesmen to gain a deeper understanding of the customer’s problems and as such can help in solving such problems more efficiently and quickly.
5. Trained salesman knows his job quite well and therefore, needs less supervision and control resulting in a smaller supervision cost.
6. Trained salesman acquire deeper insight into customer’s needs and wants.
7. Properly trained salesman is in a better position to face the keen competition that may exist in the business.
8. Credit losses are considerably reduced in case of trained salesmen.
9. Training helps to lessen the time that a newly selected person takes in picking up the job.

10.  Training relieves the enterprises of inefficient salesman who may be a burden on the enterprise.

11.  Training helps the salesmen in building a congenial relations with customers. A trained salesman is in a position to secure high degree of understanding and co-operation with the customers.

12.  Increased volume of business resulting from training is not only advantageous to the enterprise    but is also in the interest of the salesmen who may expect better remuneration and promotion etc.

Disadvantages of Training Salesmen or Limitations of Salesmen Training

1. Some of the experts are of the opinion that “Salesmen are born and not made”. He is gifted with natural qualities of salesmen and hence training is uncalled for.
2. Taking into consideration the indefinite results secure, the cost of training is too high ranging from Rs.25,000 to Rs.65,000 depending on the complexity of the sales job. Particularly small enterprises cannot dare to establish their own training center.
3. Tempting offers are made by competitors to trained and good salesman. As such it becomes difficult t retain such salesman. As such the expenditure incurred on the training of a salesman proves to be a waste.
4. Training is a means and not an end. It is not essential that a trained salesman may come to the level as required.
5. Even admitting that training is necessary the process of training is too slow. The salesman might become impatient and hence it is likely that he may leave the job even before completing the training.
6. Every salesman has his own way of doing work, and that to impose a system of training upon him simply spoil his successful methods without eradicating his faults.
7. If a person desires to learn swimming, the best way is to get into the water and swim and he will learn, swimming himself. Similar is the case with the training of a salesman. All the theoretical knowledge imparted to a salesman is of no use if not accompanied with practical training.
8. Different types of salesmen are recruited for different types of jobs. However, it is not possible to provide all types of training under one roof.
9. Some sales managers do not consider training to a salesman desirable as they do not have either sufficient time or required skill and talent to provide training to salesman. They feel that it will adversely affect their duties.

10.  Most of the employees hesitate to train their sales army because it is time consuming process. In  case of a salesman dealing in staple consumer goods a training period of 18 days to 18 months is needed. On the contrary, in the case of specialty technical products, the period ranges from 3 months to 3 years.