Discuss the importance of sales-training for both new and experienced salespeople.

Discuss the importance of sales-training for both new and experienced salespeople.

Sales-training is defined as those things that are done to help salespeople gain mastery in the skills, concepts, behaviours, and attitudes that will enhance their ability in influencing prospects to make positive purchasing decisions (Tom 2008, 34). Sales-training concentrates on how prospective sellers and buyers interact. It provides tools and techniques that help salespeople learn what they must know, in order to persuasively present their goods or services to buyers in terms that buyers will understand and ultimately respond to (Johlke 2006, 311-319).

Most companies view sales-training as important means for protecting their investment in their sales forces. An effective sales-training program can bring many benefits to company, such as, increase sales, create positive customer relationship, and increase comparative advantages (Amy 1988, 33). Deluxe Corporation, for example, had improved its client retention rate from 85% to 95 % in less than two year after implementing the sales-training (James 1993, 25). Another example, a toothbrush company experienced sales increased by $30million in the first two years after introducing the sales-training (James 1993, 25). Hence, sales-training is considered as a crucial investment for company.

Besides company, the sales-training is also important for both new and experienced salespeople. A new salesperson is known as an entry-level salesperson and most of them face a capability gap the moment they join the firm, such as lack of product knowledge. Therefore, sales-training becomes important for new salespeople as it helps them to overcome the capability gaps (Thomas 1989, 51). For experienced salespeople, sales-training is important to them because they can improve their sales skills from training in advanced sales techniques such as the development of proposals. Also, experienced salespeople become more successful with existing opportunity as a result of sales-training (Schiff 1982, 37).

Furthermore, sales-training helps salespeople to improve their sales performance. Sale training prepares salespeople to maximise the effectiveness of each customer encounter by teaching salespeople systematic techniques based on customer-initiated buying signal or improving the ability of salespeople to carry out corporate-endorsed selling strategies (Robert 1981, 1). As a result, sales management training will strengthen the salespeople’s ability to achieve sales goals and improve their sales performance.

Moreover, Sales-training assists salespeople to improve their customer relationship. Training helps salespeople understand their customers’ underlying buying motivation, and enable them to deal more effectively with customer concerns and objections. Also, training provides tools for salespeople to identify areas of similarity between the salesperson and buyer that can serve to strengthen the customer relationship (Bruce 1992, 28). Therefore, Sales-training is important for salespeople in improving their customer relationship.

In additional, sales employees enable to promote their personal growth through a sales-training program. After the sales-training program, salespeople will be able to display confidence in delivering high level performance in dealing with customers and making overall good impression to put in sales to their company. Not only that, overcoming any kind of objections that are created due to customers or even due to certain situations can also be easily accomplished with the help of sales-training program(Rodger 1977, 80). Thus, this proves that sales-training is important to sales employees.

In conclusion, Sales-training can play a critical role in helping company achieve its corporate goal, such as increase sales, create positive customer relations, and increase competitive advantage. Also, sales-training is importance in brushing up the sale skills of new asd experienced salesmen, such as increase sales perform, improve customer relations, promote salespeople personal growth. Overall, sales-training is not only important for company but also important for both new and experienced salespeople.