Training of Salesmen: Need and Limitations

Selecting a suitable candidate is only the beginning; before a salesman can sell effectively he must be trained. Training of salesmen is the organised process of teaching salesmen the knowledge, skills and attitudes they need to do their job well — knowledge of the product, the company, the market and the customer, and the skill of actually making a sale.

Need for (importance of) training

• Product and company knowledge. A salesman must know the features, uses and advantages of the product and the policies of the firm before he can convince a customer; training supplies this knowledge quickly and accurately.
• Selling skills. Training teaches the salesman how to approach customers, handle objections, demonstrate the product and close a sale, turning a raw recruit into an effective seller.
• Higher sales and productivity. A trained salesman sells more and makes fewer mistakes, increasing the firm's turnover and reducing waste of selling effort.
• Better customer service and goodwill. Trained salesmen serve customers courteously and correctly, which builds the firm's reputation and repeat business.
• Reduced supervision and turnover. A well-trained salesman needs less constant supervision, gains confidence, is more satisfied with his work and is therefore less likely to leave.
• Adjustment to change. Training helps salesmen adapt to new products, new markets and new selling methods as the business grows.

Limitations of training

Useful as it is, training has practical limitations that a firm must keep in mind:

• Cost. Training programmes require money, time and trained instructors, which small firms in particular may find expensive.
• Time and loss of selling. While under training, salesmen are not selling, so there is a temporary loss of productive time.
• No guarantee of success. Training can teach knowledge and technique, but it cannot supply the personal drive, honesty and pleasing personality that selling also demands; a person basically unsuited to selling will not become a good salesman merely through training. …