Sales training needs to be result-oriented but some organizations fail to implement the best training for the sales person. The reason for this is that organizations strongly believe that training imparted is bound to produce results, but are hardly concerned about addressing important queries like how, why and when to give training. Generally, training a sales person is a bit challenging. So, what are the steps to make the sales training program successful?

1. Sales Training Challenges!
Change is inevitable. Customer expectations keep on changing, so the need to develop a new product
changes accordingly. Launching a new product requires an organization to simultaneously upgrade its
sales personnel’s skills to promote the new product well. A well trained sales person can effectively
promote a product and win a prospective customer. Thus, training a sales person is vital for organizational
success as it has a direct impact on organizational profits.
Sales training needs to be result-oriented but some organizations fail to implement the best training for
the sales person. The reason for this is that organizations strongly believe that training imparted is bound
to produce results, but are hardly concerned about addressing important queries like how, why and when
to give training.
Generally, training a sales person is a bit challenging. Training a sales person can be successful by
overcoming the below challenges.
Training Methodology: Some companies only provide a classroom type of training which lacks resources
to train on the field. Initially, it may provide adequate knowledge but may not equip the sales person well
enough to handle the on-field job challenges.
In the highly sophisticated business world, sales persons require a mix of training methodologies. As sales
persons are mostly engaged in on-field-jobs encountering numerous challenges. Also, training
methodology needs to be confirmed based on the sales persons’ experience, qualification and technical
competency levels.
Measuring Criteria: Some companies avoid measuring training outcomes due to a strong assumption
that training will ensure performance success. Training given should be measured in qualitative and
quantitative terms. Measuring training helps to analyze what else need to be included in the training
programme for achieving the desired results.
Training Content: Some sales persons’ training programmes stress more on motivation rather than on
field selling challenges. Motivational quotes no doubt need to be included but only after addressing the
science of selling.
Formal Event: Most of the companies conduct training as a formality and just to give information
regarding the new product launch. Training should not be just an event but a process. At the end of the
training programme, sales persons should be able to apply the knowledge gained for practical purposes.
Thus, by overcoming the above few challenges in the sales training programme, an organization can be
well equipped to promote its new product and can increase the organization’s stand to be competitive on a
par with big brands.
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