Training of Salesmen

Training is the process of perfecting a salesman i.e., making him quite fit for the work.

Training of Salesmen – Need, Objectives

Are salesmen born or made?

Some sales managers and businessmen may argue that salesmen are born and not made. A Salesman can only be successful if he possesses certain inborn qualities. They opine that salesmanship is an inherent ability, that cannot be acquired or developed. However, now-a-days this belief does not hold good.

Experts on salesmanship argue that with certain fundamental qualities, a good salesman can be made as we make engineers, doctors, actors and musicians. But as all these engineers, doctors, etc., undergo training before they are accepted as qualified, persons having inborn qualities of a salesman also need training. Otherwise, their talents cannot be developed to the fullest extent.

Persons having some inherent selling talent are not beyond the need of training. Rather, their talent can be properly harnessed if they are given adequate training. Thus, the argument that salesmen are only born but not made does not hold good.

The training programme may be costly; but it is essential for the success of the sales force. An effective training programme should have a clear definition of objectives, good programme content, selection of training methods and execution of the actual training programme.

Need for Salesmen Training

Most of the people who are employed as salesmen will not have knowledge of the products they have to sell, its customers and the methods of selling the products. So, they require good training before they actually enter the field of selling.

Experienced salesmen, already serving the company also require training to become aware of the new products introduced by their firms or by the competitors and to learn about the improved sales techniques to improve their ability and efficiency.

Thus, training is quite essential that is why, all firms, organize training programmes for their sales force.