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Benefits of Sales Training Program

Discuss about the Developing Sales Training Program.

Sales training is one of the crucial links within the organization to ensure that the sales force is upgraded for the generation of the revenue (Ingram et al., 2015). In Australia, it can be seen that they generally failed to take the training program for sales seriously which impact their business. It is the biggest reason for the business in Australia that they are facing huge challenges due to the lack of sales training program (Johnston, & Marshall, 2016). It is the vital part of the sales job as this help to enrich the career as well as the skill of the salesperson within the market. The purpose of this paper is to provide the view on the development of sales training program within the organization. Furthermore, the paper also discusses the various process and the benefits as well as the drawbacks of the training program within the organization.

The sales training program does not only provide benefits to the salespeople but also they provide benefits to the business in the various ways. It can be seen that the sales training program for the sales people helps to enrich the present job as well as increase the higher job satisfaction for the staff members (Alvarez et al., 2015). All the training that is provided for the sales job allows the employees to deal with various conflicts regarding the sales process. The training program for sales also helps the workers to have the clear view regarding the career progress and also motivate the employees to perform hard work within the market. Sales training program that is provided by the organization is also a great chance for the salesperson to develop their networking (Gardner et al., 2016). This happens because during the sales training program the staff member has the chance to meet and interact with the other salesperson in the industry who might help them to get suitable information regarding the market trends and the industry. According to the organization perception, it can be seen that sales training helps to make the employees loyal as well as productive.

It can be depicted that with all the benefits the sales training program is also having some of the drawbacks. At the end of the sales training program, the salesperson will have the expectation regarding the progress in their career. In this situation, if they are not promoted and provided the expected position then it would reduce the moral enthusiasm of the employees in their present job. The sales training for the organization will cause extra cost burden as this will include a training room, then tutor, time as well as various resources of the organization will be invested in the training program (Ford, 2014). All this will involve a huge cost for the administration of the firm to get effective working function within the market. It can be also seen that after the huge training program and spending lots of money for this program the training is ineffective (Singh et al., 2015). In general, it can be seen that the sales training program have some of the drawbacks and it entirely depends on the mentality and the behavior of the employees but the benefits of sales training program are much greater than the drawbacks. It is essential for the firm to have a suitable sales training program to maintain the employees within the firm.

Drawbacks of Sales Training Program

The development of the sales training program is a vital task for the organization and it has to maintain four phases to conduct a suitable and effective sales training program. The four phases that are required for the firm to maintain their activity are as follows:

This is the very first phase of the organization to initiate the training program within the firm. It can be seen that at this stage the organization have to determine the training need assessment, then the training objectives as well as the training objects. Training need assessment is the process where the comparison of the performance skill, perception, and attitude of the people with the readiness of Salesforce (Pierce, & Irwin, 2016). In this, the assessment is generally performed in two different ways and they are self-assessment as well as the organizational assessment. The training objective of this system is the goal that is being set for the training program. The sales training objectives for the organizations are as follows:

  • Increase the productivity of sale
  • Improve the communication process and the customer's relationship
  • Improve the self-management as well as provide higher morale and lower the turnover rate

These are the common objectives of the sales training program that is generally followed by the organization. The training is provided to the various employees either they are new in the firm or they are old. It is the fact that training is provided to improve the working function of the employees and the organization. The organizational culture along with the working process is continuously changing and developing and this case they required to provide suitable training to their employees (Steele et al., 2016). For example; the organization plan training need assessment to understand the weakness and requirement of their employees.

This is the second stage of the sales training program and this directly depends on the training objectives as well as the objects that are being utilized by the firm. In this phase, the organization has the clear view of the employees who require the training program. It can be the new recruitment or the old employees to provide them knowledge regarding the various new technologies and working function within the firm. In this phase, the organization also decide the time as well as the place for training (Borsci et al., 2015). It is essential for the firm and also for the employees to have suitable training time and place that would help both the organization and the employees without creating any kind of issues. The organization also discuss and prepare suitable content for the sales training program (Badrinarayanan et al., 2015). It is essential to have a suitable along with that effective sales training program for the salesperson to deal with the various issues within the market. Furthermore, in this phase, it also decides regarding the participative training method as well as the non-participative training method of the sales program. In the participative training method it can be seen that the role play, then the case study along with the on-job training is involved (Luna et al., 2018). In the non-participative training method, the organization provides off-the-job training along with lectures, videos as well as the guest speakers for the salesperson within the firm. In the training program, it is also essential to maintain specific approach for providing the individual needs of the salesperson.

Phases of Sales Training Program

Sales training program is not enough for having the suitable impact on the behavior of the staff members within the organization. It is essential for the sales training program to have a suitable and effective follow-up plan for the employees of the company. It can be depicted that without the appropriate post-training skill, the knowledge that is being acquired from the training program will get reduced after 14 months (Sager et al., 2014). The fact is that sales training program is for a time being and after the end of the program most of the employees forget about this process. It is essential for the organization to reinforce the entire method within the organization for maintaining the skill and the knowledge of the salesperson within the firm. The way of the refreshing class is the effective way by which the sales training effort can be reinforced by the employees of the firm (Wotruba, & Simpson, 2015). For example; the business use post-training classes to monitor the activeness of the employees within the firm. This is the process where the managers and the team members have the ability to maintain their working function within the organization top provide suitable and effective skill for the firm. This is being used for reinforcing of the learning process so that the salesperson did not forget any of the things that are being taught within the sales training program.

This is the final stage of the sales training program and it is necessary to step for the executives of the organization to maintain the value of the training program as well as improve the design that must be utilized for the future training program within the organization. Moreover, it can be seen that almost 30 percent of the organization does not have suitable training evaluation process for the firm (Holden, 2016). This is due to the facts that conducting the training evaluation is the investment of more time and money that most of the organization did not wish to perform. Furthermore, it can also be seen that there are various other difficulties that have to be encountered due to the valuation of the sales training program. The other difficulties are the managerial perception, then the evaluation restriction, methodological shortcoming as well as the little of the empirical evidence (Ren et al., 2018). The Kirkpatrick model of the sales training program is generally used by the organization to maintain their valuation process. The model involves four different level of the training evaluation and they are a reaction, learning, behavior and the results (Kirkpatrick, & Kirkpatrick, 2016). For example; the business in the present day use the Kirkpatrick model of the sales training program to provide suitable training evaluation for the employees. The entire process of the valuation within the training program is essential for the organization to maintain their activity in the market and to provide effective knowledge within the firm regarding the sales training skill of the salesperson.

Importance of Evaluation Process

Conclusion

The paper eventually concludes the facts that the training is essential for the firm to maintain their sales performance within the market. The entire process within the sales training program needs to be utilized by the organization for the successful completion of the training program within the market. The paper also concludes the facts that the organization need to have effective sales training evaluation and another process to develop a suitable training program for the salesperson of the organization.

Consequently, it became difficult for the organization to develop the effective sales training program within the firm and for that suitable suggestion is required to be followed by the organization.

It is recommended that company need to perform the suitable training need assessment for understanding the weakness of the salesperson along with the weakness of the firm. It is also recommended that the sales training program within the organization need to be provided to the salesperson as well as to the non-sales person also. It is also recommended that the organization need to develop effective training evaluation tool for the firm to maintain the employees and the sales training program within the organization.

The world is changing and also the market trend and in this situation, the sales are evolving rapidly within the market. This is one of the best ways by which the organization can expand their brand image and also grab the attention of the customers. Due to this, the sales training program has become essential for the salesperson and also for the organization. This in future will help the salesperson to acquire knowledge on the satisfaction level of the customers and also on the process by which an effective sales is being performed. The future of this training program is quite well as this eventually allow the firm to maintain their employees and the skill of working function within the market. It can be seen that with the use of sales training program the organization in the future market can have the ability to develop their working skill and their impact on the firm regarding the various process. In future, the sales training program will also be provided by the usage of internet and other media to eventually have the low cost of the training program.

References

Alvarez, C. M., Taylor, K. A., & Rauseo, N. A. (2015). Creating thoughtful salespeople: Experiential learning to improve critical thinking skills in traditional and online sales education. Marketing Education Review, 25(3), 233-243.

Badrinarayanan, V., Dixon, A., West, V. L., & Zank, G. M. (2015). Professional sales coaching: an integrative review and research agenda. European Journal of Marketing, 49(7/8), 1087-1113.

Borsci, S., Lawson, G., & Broome, S. (2015). Empirical evidence, evaluation criteria and challenges for the effectiveness of virtual and mixed reality tools for training operators of car service maintenance. Computers in Industry, 67, 17-26.

Ford, J. K. (2014). Improving training effectiveness in work organizations. Psychology Press.

Gardner, A. K., Diesen, D. L., Hogg, D., & Huerta, S. (2016). The impact of goal setting and goal orientation on performance during a clerkship surgical skills training program. The American Journal of Surgery, 211(2), 321-325.

Holden, J. (2016). Elevating the sales profession: what sellers crave and sales managers need for success. Industrial and Commercial Training, 48(4), 194-198.

Ingram, T. N., LaForge, R. W., Williams, M. R., & Schwepker Jr, C. H. (2015). Sales management : Analysis and decision making. Routledge.

Johnston, M. W., & Marshall, G. W. (2016). Salesforce management: Leadership, innovation, technology. Routledge.

Kirkpatrick, J. D., & Kirkpatrick, W. K. (2016). Kirkpatrick's four levels of training evaluation. Association for Talent Development.

Luna, N. M. S., Lucareli, P. R. G., Sales, V. C., Speciali, D., Alonso, A. C., Peterson, M. D., ... & Greve, J. M. D. A. (2018). Treadmill training in Parkinson's patients after deep brain stimulation: Effects on gait kinematics. NeuroRehabilitation, 42(2), 149-158.

Pierce, D., & Irwin, R. (2016). Competency assessment for entry-level sport ticket sales professionals. Journal of Applied Sports Management, 8(2).

Ren, Z., Dong, D., Li, H., & Chen, C. (2018). Self-Paced Prioritized Curriculum Learning With Coverage Penalty in Deep Reinforcement Learning. IEEE Transactions on Neural Networks and Learning Systems.

Sager, J. K., Dubinsky, A. J., Wilson, P. H., & Shao, C. (2014). Factors influencing the impact of sales training: Test of a model. International Journal of Marketing Studies, 6(1), 1.

Singh, V. L., Manrai, A. K., & Manrai, L. A. (2015). Sales training: A state of the art and contemporary review. Journal of Economics, Finance and Administrative Science, 20(38), 54-71.

Steele, L. M., Mulhearn, T. J., Medeiros, K. E., Watts, L. L., Connelly, S., & Mumford, M. D. (2016). How do we know what works? A review and critique of current practices in ethics training evaluation. Accountability in research, 23(6), 319-350.

Wotruba, T. R., & Simpson, E. K. (2015). The selling cycle: A unifying guide for sales management decisions. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 81-84). Springer, Cham.

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