BBA V Sales and Marketing unit 5 topic 4
Objectives of Salesmen Training
There are several objectives in giving training to salesmen. The main objectives are:
1. To teach the newly appointed salesmen the principles and techniques of selling.
2. To make the experienced salesmen know the improved techniques of selling.
3. To enable the salesmen to know their firm (i.e., the history of their firm, its structure, achievements).
4. To acquaint the salesmen with the policies of the firm in respect of distribution, credit, prices, etc.
5. To enable the salesmen to acquire full knowledge of the products their manufacturing processes, characteristics, uses, etc.
6. To give the salesmen information about the dealers and the customers of the firm’s products.
7. To acquaint the salesmen with the position of the competing firms in the market and to show them the ways of improving the sales against such competition.
8. To keep the salesmen well-informed about various laws and Government regulations affecting the sale of goods.
9. To keep always ready a sales force to replace the salesmen who retire or resign and those who may be absent.
10. To find out, in the course of the training, the unsuitable appointees and weed them out.
11. To increase or improve the efficiency of all types of salesmen, experienced as well as new.
12. To make the salesmen well prepared for the work and to reduce the turnover of labour force (i.e., reducing the number of salesmen who will leave the job).