Q.Explain the need (importance) of training salesmen. State any three limitations of training.

A selected recruit must be trained before he can sell effectively; training gives him knowledge, skill and the right attitude, though it also has practical limits.

Need for (importance of) training salesmen

Selecting a suitable candidate is only the start; before a salesman can sell effectively he must be trained.

1. Product and company knowledge — a salesman must know the product's features and the firm's policies before he can convince customers; training supplies this quickly and accurately.
2. Selling skills — training teaches how to approach customers, handle objections, demonstrate the product and close a sale, turning a raw recruit into an effective seller.
3. Higher sales and productivity — trained salesmen sell more and make fewer mistakes, raising turnover.
4. Better customer service and goodwill — trained salesmen serve customers courteously and correctly, building the firm's reputation and repeat business.
5. Reduced supervision and turnover — a trained salesman is more confident and satisfied, needs less supervision and is less likely to leave.
6. Adjustment to change — training helps salesmen adapt to new products, markets and selling methods.

Limitations of training (any three)

• Cost — programmes need money, time and trained instructors, which small firms find expensive.
• Loss of selling time — while under training, salesmen are not selling, so there is a temporary loss of productive time. …

Answer both parts — the question asks for the need AND three limitations. Do not confuse the need …