The document discusses planning, developing, and evaluating sales training programs. It provides details on: 1) Assessing training needs through interviews, surveys, and performance metrics to establish objectives and budget. 2) Determining appropriate training content, such as product knowledge, selling skills, and industry topics, and allocating time across these areas. 3) Delivering training through various methods like classroom, role plays, and on-the-job training. 4) Evaluating training impact through measuring reactions, learning, behavior changes, and business results.

1. Part IV SALES FORCE COMPETENCIES Chapter 8: Sales Training Teachers open the door.  You enter by yourself. Chinese Proverb

3. What goes on in Sales Training?

4. SALES TRAINING PROCESS Follow-Up Training Planning for Sales Training Developing the Training Program Evaluating Training What Where Training Trainers? Topics? to Train? Methods? Assess Setting Setting Training Objectives Budget Needs

6. CONVERSATIONS “ The profits from these accounts don’t even pay for the calls. You need to target better.” “ I was in the area and they like to see me, so I call on them.” “ I noticed that 20% of your calls were on C accounts.” “ It may be the last sale you get with this customer. What happened to building relationships?” “ I closed the deal, didn’t I?” “ You pushed the buyer pretty hard.” “ Why did you leave without at least scheduling a follow-up call?” “ I don’t know.” “ Do you think the customer will buy from us? What are the next steps?” Sales Manager Thinks: Salesperson Says: Sales Manager Says:

7. Experience Less than 2 year 392 21 86 2-5 years 593 29 145 5-10 years 565 5 152 Over 10 years 470 8 139 Regions Northeast 528 6 140 Southeast 520 8 161 Midwest 512 18 107 Southwest 421 26 111 West 544 21 131 Table 8-1 Cross-Tabulations from Company Records Average Order Size per Salesperson New Customers Per Salesperson Total Customers Per Salesperson

13. How much should it cost?

14. Table 8-2 Average Cost and Training Period for Sales Trainees Consumer Industrial Service Consumer Industrial Service $5,354 $9,893 $9,060 3.40 Months 3.80 Months 3.80 Months

15. Table 8-3 Average Cost of Training for Veteran Salespeople Under $5 $5-$25 $25-$100 $100-$250 Over $250 Million Million Million Million Million Median Spending Company Size $3,752 $3,947 $3,902 $5,365 $4,824

16. What do you train on?

22. Training Media

23. Table 8-4 Media Used in Sales Training 77% Classroom with Instructor Workbooks/Manuals Role Plays CD-ROM Audiocassettes Internet 44% 34% 32% 39% 54%

28. Table 8-5 Sales Training Evaluation Practices Measure Criteria Type Importance Rank Trainee Feedback Reaction 1 Supervisory Appraisal Behavior 2 Self-Appraisal Behavior 3 Bottom-Line Measures Results 4 Customer Appraisal Behavior 5