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MB0046 : Discuss the objectives of training and training programme along with its significance.

Posted on: September 26, 2011

MB0046 :  Discuss the objectives of training and training programme along with its significance.

Answer: – Training

Training is a continuation of selection. Having selected the salesmen, there are two options. They can be sent to the field directly with samples, order books etc., and/or they can be sent for training programme. Some people think that salesmanship is born, but there are no born salesmen like there are no born doctors, lawyer, engineers, teachers etc. However, all these people need training to call them qualified, and so also is the case with salespersons. A person may have interest in the profession. Thiess interest can be fully developed, through proper training. One attains perfection, self-development etc., through training.

Training means the process of perfecting the salespersons for their work. Training programmes are organized procedures or methods through which knowledge as well as skill, for a definite purpose, is acquired. By training, one can increase knowledge in a particular field. The salesmanship is not born but can be made effective through training.

Significance of Training: The present era of marketing world is full of stiff and cut-throat competition. The world is dynamic and not static. Customers are more benefit-oriented. Producers, in order to meet the ever-changing demands of the consumers, produce new products, new devices, and products with multiple uses and so on. Thus, training or repeated training is essential to keep the salesmen, with up-to-date knowledge, in respect of new or developed goods. Training gives scope for improvement.

Objectives of Training: The objectives are summed up below:

1. To facilitate the salespersons to acquire the techniques and principles of salesmanship, process of sales, canvassing etc.

2. To bring down the labor turnover in the sales force.

3. To facilitate better sales performance.

4. To improve the relations with the customers.

5. To increase the efficiency of sales personnel.

6. To keep the salesperson informed about the products, market, competitors etc., to face different situations.

7. To lower the selling expense so as to increase the profits.

8. To maintain sound relations between employer and employee.

9. To develop better knowledge, and the ways and means to resist all undesirable situations.

Training Programme

A firm should chalk out a programme for sales training. The training is based on the nature of the job and the products to be sold. A planned training programme should function with the following ideas or principles, often referred to as ACMEE.

A: Aim of Training

C: Content of Training

M: Method of Training

E: Execution of Training

E: Evaluation.

1. Aim of Training: The whole idea behind the training is to make a recruit a good salesperson.

2. Content of Training: No hard and fast rules can be laid down as to the contents of training. The content of the training programme relates to the subject-matter of training.

3. Method of Training

For imparting training to the salespersons, different methods are being used. Broadly, these methods may be divided into two:

4. Execution of Training

 Once sales person done with training he/she should send to actual market to sale the project. A periodic evolution is required to observe of sales person’s performance, based on that it can be decided if sales parson needs more training.

 5. Evaluation of Training

Having trained the salespersons, the marketing manager must evaluate the usefulness or effectiveness of training, individually and collectively on the basis of the performance of the sales personnel. Money, effort and time have been spent on training. Therefore, it is natural to expect returns. Evaluation can be made on the basis of performance of sales executive in terms of sales volume, sales profitability, order-size, expenses etc., between, before and after training periods.

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