Chapter 9 Chapter VIII Training of Sales Personnel

In actual work, not many people are born salesmen, and it is difficult for all excellent conditions to be reflected in one person.So, the company is faced with a choice: Either invest in building a capable and excellent sales force; or push a group of crappy salespeople in front of customers and let them tarnish the company's reputation.A wise manager would choose the former without hesitation.Although it may seem like a little more money, the results of doing so cannot be ignored.Training employees is a very important job for sales managers.As a sales manager, in order to build an efficient and united sales department, you must pay attention to and be able to train your sales staff well.

Sales performance determines the success or failure of an enterprise.There is no enterprise without sales, and to increase sales, sales staff must be trained to improve their working ability.However, the specific purpose of salesperson training is not limited to increasing sales, but also has the following special functions. 1. Reduce the turnover rate of sales staff in the industry If sufficient and complete training can be given, the salesperson will not need to spend a long time and pay a lot of money, but also can learn and develop quickly and have considerable strength.Good training equips the sales staff with confidence, knowledge, ability and enthusiasm. This way, the morale is high, the sales volume is naturally good, and the income is also high, which naturally reduces the turnover rate of sales staff.Thus forming a virtuous circle to ensure the stability of the sales force.

2. Meet the needs of employees From the employee's point of view, training can meet the basic knowledge and sales skills needs of salespersons and lay a foundation for their development.Only sales staff who have undergone strict and systematic training can master the basic knowledge and skills of sales well, carry out sales business effectively, and continuously improve their sales performance. 3. Enterprise development needs From the perspective of an enterprise, training is the need for the long-term strategic development of the enterprise.It is conceivable that how can an untrained sales force understand the sales strategy and tactics formulated by the management?How can it be connected with the development strategy of the entire enterprise?

4. Adapt to the needs of the environment From the perspective of adapting to the environment, training is conducive to the continuous updating of knowledge of sales staff, continuous improvement of sales technology, and adapting to the ever-changing competitive environment.Even for the most experienced and skilled salesperson, training is necessary because the market environment is constantly changing, new products are constantly appearing, and customers are constantly changing. 5. The needs of enterprise management From a management point of view, many salespeople are in an environment of independent operations, so many salespeople feel isolated and helpless.While training is like a mental stimulant, lack of training will demoralize salespeople.Training is an important way to change employees' work attitudes and organizational attitudes.Training is the need to improve the sales skills of employees, and it is also the need for salespeople to understand corporate culture and values, so as to improve the attitude of salespeople towards work and enhance the cohesion of the company.

Training for salespeople is usually appropriate in the following situations: (1) When a new salesperson has just been recruited to the company. (2) When a new sales job or sales team is just established. (3) When the old work will be carried out with new methods and new technologies. (4) When improving the working conditions of the sales staff. (5) Increased customer dissatisfaction, when customers complain that the way employees treat them is clearly wrong. (6) Make employees maintain a certain level of work when they are exposed to different jobs. (7) When the existing salesperson performs the current sales task in an inefficient way.

(8) When the company launches new products or changes marketing strategies. (9) When the overall morale of the sales force is low and lacks combat effectiveness. (10) When the current ability of the salesperson is not enough to complete the sales task. In the training process of sales staff, pay attention to grasp the following principles. 1. The principle of applying what you have learned Enterprise training should be targeted, and should be conducted according to the actual needs of the enterprise. Everything should be based on the requirements of the post, neither one-sided emphasis on academic education, nor blind pursuit of quick success and instant benefits.What should be lacking, what to make up; what to learn, what to use.

2. The principle of respecting differences From ordinary salesmen to sales executives at all levels, the nature of their work is different, the performance they create is different, and their abilities and work standards are also different.In the training, their respective characteristics should be fully considered to teach students in accordance with their aptitude. 3. Principles of Effective Learning The employees of the enterprise are all adults, and adult learning is different from minors. They know how to learn effectively in training. (1) You can only learn when you have the desire to learn, and you can hardly learn without the desire to learn.

(2) It is easier to learn through practical activities. (3) It is easier to learn from the past and present experience. (4) In connection with future scenarios, instructive content is easier to learn. (5) Learning is more effective in an informal, non-threatening environment. 4. The principle of effect feedback and result enhancement In the training process, we should pay attention to the feedback of the training effect and the reinforcement of the results.The more timely and accurate the feedback information, the better the training effect.The strengthening of the results should not only be carried out immediately after the training, but also the effect of the training should be further strengthened in the work after the training.

5. Incentive principles Training is also a kind of motivation. The purpose is to let employees participate in training, feel that the organization values ​​them, improve their awareness of self-worth, and increase their opportunities for career development. The training of sales personnel can be carried out regularly or at any time by managers at all levels in the company, and they can also be allowed to participate in social and college training. If funds permit, it is best to entrust professional training institutions to complete, so that the effect is the best. But in many cases, the evaluation of the effect of company training is not good.The main reason is that as a leader, they don't really pay attention to training, or the training is only generalized, which does not meet the needs and level of salesmen, and is divorced from actual work.As a sales manager, he is responsible for improving and exercising the strength of sales staff.Therefore, sales managers should understand and master the correct training process and methods.

Generally speaking, the whole process of sales force training includes four parts: determining training needs, designing and formulating training plans, implementing training, and training feedback. 1. Identify training needs The purpose of needs analysis is to determine whether employees really need training, which personnel need training, and which aspects need training.The gap between requirements and reality may be caused by many factors, not all of which are human quality and ability.Therefore, it is necessary to conduct a comprehensive analysis of the reasons for the gap, and if it is not human factors, we must exclude the intention of training.If the gap is caused by human factors, it is also necessary to fully consider whether the existing personnel have the ability to sell, the level of training and education costs, or whether they can meet the training objectives in a short period of time.

2. Design and formulate training plan Planned training is an important part of training well. It mainly solves the following problems: who will conduct training, when to train, where to train, what content to train, and how to train, etc. 3. Implement training This is the central part of the training. This part is mainly organized by the enterprise training management department. The training is carried out by special teachers, and the person in charge of the training project organizes the assessment and evaluation. (1) Training.The trainer trains the identified trainees within the specified time and place. (2) Training assessment.The training assessment is to assess the acceptance of the trainees to the training content, and it is also a method to urge the trainees to accept the training seriously. (3) Training rewards and punishments.It is an incentive measure to urge trainees to accept training, and it is also an important means to ensure good training effect. 4. Training Feedback This is the last part of the training.It is a means of controlling training, through which the training is revised, perfected and improved.Specifically, training feedback includes the following: (1) Evaluation of training teachers. (2) Evaluation of training organization and management. (3) Application feedback. (4) Training summary and data archiving. Without clearly defining the training needs, the sales manager determines the specific content of the training, such as courses, time arrangement, etc., and uses his own experience and understanding as the main criterion for selection.This overly impetuous approach often leads to unsatisfactory training effects. General sales training begins with identifying training needs. The sales manager should look at sales from the perspective of the company's strategy, and find out the future challenges faced by the sales staff from the company's development. Training is not only to solve your immediate problems, but also for your sales team Gain a competitive advantage in the future.For each sales training, in order to really achieve the effect, the following questions must be clarified before the training is implemented: (1) What do you want the salesperson to do in this training. (2) What knowledge is needed. (3) What skills are required. (4) What attitude does the salesperson need to adopt. When doing training needs analysis, you can conduct various methods such as observation of salespersons, interviews, questionnaires, self-diagnosis, surveys, etc., to understand which aspects of salespersons need to be improved through training. The salesperson training plan is the process of predicting the needs of the enterprise's salesperson training according to the short-term, medium-term and long-term development goals of the enterprise, and formulating the training activity plan.The training plan is a systematic project, which includes determining the training objectives, analyzing the gap at the current stage, determining the scope of training, formulating training content, selecting training methods, confirming training time, adjustment of training plan and organizational management. In general, goals should not be too general and should be task-specific.The design of sales staff training objectives is often aimed at improving sales efficiency and increasing sales.However, the goals of an effective training program should also include other content, such as reducing turnover, improving morale, improving communication, and improving customer relations. 1. Improve sales efficiency Enterprises improve sales efficiency through training, thereby increasing sales profit margins.Trained sales staff can increase sales per capita and reduce sales costs. 2. Reduce turnover A good training program can reduce turnover, and well-trained employees rarely fail.A well-designed training program simulates real sales life for trainees, including the shocks and disappointments they may encounter in the early stages of sales.Trainees who can address these issues are less likely to lose confidence and quit. 3. Boost morale Turnover is closely related to morale.Salespeople who enter the business world without proper training can suffer from low morale.Unclear goals are an important cause of low morale, so sales training programs must allow trainees to clarify their goals in business and society. 4. Facilitate communication Training also enables salespeople to understand the importance of providing companies with customer and market information.They should understand how the business uses the information and how it affects the business' sales performance. 5. Improve customer relationship A good training program can help trainees understand the importance of building and maintaining good customer relationships.They should learn how to avoid overselling, how to determine what products customers want, and how to resolve customer complaints. 6. Strengthen self-management Management is more and more concerned about how employees use their time and how to use limited working hours to get more sales.Salespeople must organize and allocate time effectively to be successful in sales. There must be a certain review and evaluation of training companies and trainers. Usually, a trainer should meet the following basic requirements: (1) Rich marketing and sales experience. (2) Have the desire and enthusiasm for teaching, so that students are easily influenced and infected. (3) Familiar with teaching content; familiar with teaching methods and techniques. (4) Know how to learn in order to improve the effectiveness of teaching; have appropriate personality traits. (5) Strong communication skills; flexible and flexible. In the training process, the training teacher undertakes the teaching task of the training, and is the person who imparts knowledge and skills to the trainees.In training, the selection of training teachers is very critical. The quality, willingness and teaching methods of training teachers are all related to the effect and quality of training.In the face of different training content and training objects, there are the following types of training teachers to choose from. 1. Internal training experts Many companies have full-time trainers who are responsible for managing and coordinating the company's sales management department and establishing training and development programs for the sales organization.They are corporate training experts, and some are senior lecturers in the industry.The advantage of using in-house training specialists is that they have expertise in sales training and the training costs are relatively low.The disadvantage is that it does not meet the special needs of sales staff like external experts. 2. Enterprise sales staff The senior sales representatives of the enterprise have many years of sales experience and can be selected as lecturers for sales training.Of course, such personnel must be top-notch in terms of performance and very familiar with the subject of the training.The advantage of using corporate salespersons as training teachers is that they are convincing, and some of them are also worshiped by salespersons.The disadvantage is that because they are not training experts or specialized training teachers, and lack training experience, the effect may not be ideal, and they need to be subject controlled. 3. Sales Manager Due to the special position of the sales manager, it is best for them to personally train their subordinates, because he understands the weaknesses of the sales staff and knows the characteristics of the industry and products very well.Of course, the main disadvantage of managers engaging in training is that sales staff (especially novices) may be awed by the power of the "boss" and carry out training, which inevitably has elements of acting.Also, they are often too busy to train at their best. 4. External training experts Training experts from outside the company can be professional consultants for sales training, or senior lecturers in sales disciplines from famous business schools.The advantage of using external training experts is that these training experts specialize in sales training programs and may be considered more credible than in-house personnel. The disadvantage is that training costs are higher. Generally speaking, most of the training items and content of the enterprise can be solved by the enterprise itself, but when it comes to personnel development, such as leadership skills, team building, stress management and other training items, external training experts should be hired first. 1. The "iron triangle" of the quality of excellent sales staff Although we cannot say that successful salespeople have a completely different set of characteristics than unsuccessful salespeople, successful salespeople do have certain things in common.Some studies have shown that the quality of an excellent salesperson should include the organic combination of quality, skills and knowledge.These three are like the three vertices of a triangle, supporting salespeople to excel. Vertex [1] - Quality (1) Honesty.Honesty should be number one among the qualities of a good salesperson.This quality is perhaps the key to today's market, as it is the foundation upon which trust is built.Integrity is the foundation of one's life and the root of life. Since ancient times, there has been "those who want to rectify their hearts, first be sincere in their intentions, and then be sincere in their hearts." It is not an exaggeration to think that people with unrighteous minds can be called "black sheep" in terms of the team and also! (2) Confidence.Confidence is the driving force for people to do things. Confidence is a kind of strength. As long as you have confidence in yourself, you must encourage yourself at the beginning of work every day. I am the best!I'm the best!Confidence will make you more energetic. Believe in the company, believe that the company provides consumers with the best products, believe that the products you sell are the best in the same category, and believe that the company provides you with the ability to realize your own value. I believe that you can do your own sales work well.To be able to see the advantages of the company and its own products, and keep them in mind, to compete with competitors, you must have your own advantages, and you must face customers and consumers with a belief in victory.As a sales representative, you are not only selling products, you are also selling yourself. Only when customers accept you will they accept your products. Known as the car sales king, Joe Girard, the creator of the Guinness Book of World Records, once sold more than 1,600 cars at retail in a year, with an average of nearly five cars per day.When he went to apply for a car salesman, the boss asked him, have you ever sold a car?He said, no, but I have sold daily necessities and electrical appliances, and I can sell them, which means that I can sell myself, and of course I can sell cars. Knowing that there is no power, believing has power.Joe Girard was able to succeed because he had a kind of self-confidence that he could do it. (3) optimistic.Always maintain an optimistic attitude. In the sales process, rejections and setbacks will be encountered every day, and you should always maintain an optimistic attitude to deal with them.The pressure of salespersons comes from many aspects, such as pressure from leaders, pressure from sales tasks, pressure from customers, pressure from competitors, etc., and these pressures exist all the time, whether they can withstand the strong pressure at work , is the key factor for the growth of sales staff. (4) Self-discipline.Salesman is a relatively free profession, and no one will follow them when they go to work.Therefore, the salesperson must learn to manage himself well.Many salespersons' performance has declined because of poor time arrangements.The reason is lack of perseverance, unable to withstand the temptation, soaking in the entertainment table for several hours and refusing to get off, and likes to sleep late and leave work early.No matter what line of work you do, developing good personal habits is the key to success. (5) Willpower.It is actually very hard to start a business. You have to visit many customers every day, and you have to write a lot of reports every day. Some people say: Half of the sales work is done with your feet, and the other half is done with your brain. You have to keep visiting Customers, to coordinate with customers, and even follow up with customers to provide services, the sales work is by no means smooth sailing, you will encounter many difficulties, but you must have the patience to solve them, the indomitable spirit, and a strong willpower.Every salesperson must know how to adjust and control his mood, which is also the first step in our successful sales. (6) Responsibility.Every word, deed, action, and action of a salesperson represents the company, and the company's image is reflected to the public through the salesperson. It can be said that the salesperson is a company's diplomat.Therefore, marketers must have a strong sense of responsibility to do their jobs well, generate more sales, and create more benefits for the company; at the same time, they must reflect the company's image, mental outlook, corporate culture, and ideas to the society through themselves.If a person has no sense of responsibility, his performance will definitely not improve.Their company's development work on this market will undoubtedly be affected, delaying the progress of the entire market.If the salesperson does not pay attention to words and deeds and leaves a bad image to the local public, the local public will think that the company is very bad.Once this bad idea arises, it will be difficult to reverse it, even if someone else is sent, it will not be easy to carry it out.Therefore, when a company selects and recruits marketing personnel, it must look at his sense of responsibility. In addition, salespeople must be able to consider issues from the perspective of others.This helps to create a harmonious atmosphere.Helps salespeople predict customer behavior and build good relationships with customers.This relationship is difficult to build if the customer feels that the salesperson does not understand their problem. (7) Careful, patient, serious.As a salesperson, you must have keen insight, carefully observe every customer, know how to grasp the customer's psychology, understand the customer's needs, and know how to interpret customers in different ways for different types of customers. The way to enhance the communication and relationship with customers, let customers accept you, so as to achieve the transaction purpose you want to achieve.Patience is a necessary mental state in the sales process, otherwise it is easy to lose customers and lose this business.To do anything, you must have patience, tenacity, and perseverance to succeed.In the sales process, we must carefully introduce products to customers. An absent-minded salesperson will easily make customers feel disgusted, and customers will also think that you are unprofessional, and they will not buy your products. Vertex [2] - Skill Certain qualities are not enough.Successful salespeople have more effective skills than average salespeople.These skills mainly include: (1) Communication skills.Strictly speaking, communication should be regarded as the basic quality necessary for sales staff.In the process of recruiting salesmen, many companies have always emphasized the "extroverted personality", which should belong to the basic entry rule of sales.The "communication ability" mentioned here focuses more on the methods and skills of communication.The most intuitive response to improper communication in the business development stage is nothing more than the stagnation of business, but if it occurs in the process of maintaining old customers of the company, the consequences will be more serious. Communication is the most important part of the process of selling core skills. The most important thing in communication is not to observe words and expressions, nor to be fickle eloquence, but to learn to listen.More important than listening is the praise of people in the process of communication.Compliments are a very important metric and skill in sales communication.In fact, most people have the ability to praise others, but what is lacking is how to systematically use it in the sales process and in the process of communicating with customers.The ultimate skill of communication is to be able to enter the heart of others in the shortest possible time, and to get the emotional recognition of the customer in the shortest possible time. Sincerity, frankness, and cheerful personality should be the panacea to open the heart of the other party, and listening is the key to victory. The key. (2) Organizational and analytical skills.The ability to break problems down and solve them is especially important in today's consultative selling.There is such a saying: "Finding a problem is solving half of the problem." Excellent salespeople have the ability to see the essence through appearances.This ability comes partly from listening, but also from the ability to ask questions. Organization and time management skills are related because the latter is really the ability to organize time.Organizational ability is the ability to make various factors in an orderly state.Because the salesperson has a lot of customer information, product information, industry information and economic information.Every kind of information must be organized in a usable way. (3) Time management skills.It is very important to correctly estimate time requirements and schedule daily actions.Because a salesperson usually spends 1/3 of his time communicating face-to-face with customers.Increased time spent with customers can help increase sales.Great salespeople usually spend a lot of time on the 20% of customers who bring in 80% of the sales.At the same time, he will not ignore small customers because of their potential for future purchases. Skills can be developed, and it can be seen as the operationalization of the qualities of a salesperson.Many people dread the challenges of a sales career, while others are hesitant to choose a career in sales.Because they don't believe they can learn the skills to be successful.This misconception lies in viewing sales as a whole rather than a combination of skills and behaviors.By breaking down sales jobs, people can start with each job that leads to success. Capstone [3] - Knowledge What makes a salesperson stand out is knowledge.Sales staff should understand the company's products and services internally, as well as the application of specific industries.It is necessary to understand the market and competition externally.Track and predict market trends and latest technologies, understand the competition, advantages and disadvantages in the target market, and clearly differentiate the company's products and services.Usually the knowledge that the salesperson should master includes: (1) Product knowledge.A good salesperson must be familiar with the characteristics of the products he sells.Such as product advantages, disadvantages, price strategy, technology, variety, specification, publicity and promotion, competitive products, substitute products, etc.Especially in front of customers, pay attention to showing that you are very familiar with the product. (2) Customer knowledge.A good salesperson must be familiar with the target customers of the products he sells.These target customers need to be classified, which are core customers, which are non-core customers, which are key customers, which are non-key customers, customers can be divided into several categories, according to what method to classify, and what different strategies should be adopted for different customer categories and methods.The time and energy allocated to different types of customers are different. (3) Market knowledge.An excellent salesperson must first be familiar with the market of the product.Such as how the market is subdivided, who are the competitors, what is the capacity of the market, what is the geographical distribution of customers and the time distribution of products, and the short-term development trend of the product market (the development trend in the next 2 to 3 years).Second, familiarize yourself with the knowledge of your company.Once again, you must be familiar with the company's current situation, level in the industry, and core competitiveness. Usually, the first two items are considered the most important.Training is to formally provide knowledge to salespeople.But if that's all it is, salespeople will be left behind quickly.Since information in all situations is not available to everyone, it is especially important for salespeople to know where to find and gather information when it is needed. In conclusion, when hiring salespeople, sales managers must keep in mind those personal characteristics that lead to success.However, he must realize that selection is not based on just one or two criteria.Of course, having this quality is very important.A good salesperson grows with his customers and the industry. Of course, no one is perfect, and no one can have all the qualities and skills listed above at the same time, because sometimes, these elements are in conflict with each other.Therefore, as long as you can possess several of these abilities, you are already an excellent salesperson.God is fair to everyone, and so is the distribution of resources. If a person is strong in one aspect, he must be weak in another.Therefore, there is no distinction between strong and weak, good and bad.For sales managers, the most important thing is to know people well. (4) Content setting of training.A good training course should include the combination of knowledge, skills and attitude.Training is like a balance, balance can produce good results.As a sales manager, it is up to you to prevent the following imbalances: The first is only pointers, no heavy hangings on both sides, that is, training that only focuses on attitude.The atmosphere of this kind of training may be very enthusiastic, everyone participates actively, and there are many games and role-playing.After the training, the salesperson felt very relaxed and happy, but after thinking about it again, he didn't learn anything.The attitude-oriented training is not so much training as psychological counseling. It can adjust the mentality of sales staff, reduce the psychological pressure on sales, optimize the confidence of new sales staff, and prevent the confidence of old business from aging. teach. The second is that the balance is biased towards the side of knowledge.In the modern increasingly competitive market, professional salespeople do need knowledge in marketing, management, psychology, behavior, etc., but if the salesperson does not know how to transform this knowledge into actual sales behavior and If you don't experience it yourself, of course you can't convert training into performance.After participating in this kind of training that focuses on imparting knowledge, the sales staff reported that they "know more than before", and some people put it more directly-"I didn't know so much knowledge before, and I did it based on my feeling. Now the more I know, the more I know. won't do it".This is the result of training that focuses on lectures without role-playing. The third is that the balance is biased towards the skill side.The trainers of this type of training have rich experience in a certain industry but lack theoretical education and training skills.These trainers will tell you how to do every step in detail, just like a master teaching his apprentices, and the salesperson will soon understand, "Oh, so that's how it is done".This kind of skill-oriented training can effectively solve the immediate problems, but it is not in line with the salesperson's growth strategy.If you only learn some skills without deep professional knowledge, the development of sales staff will have no stamina; besides, the experienced trainer can tell you the past experience, but the current sales situation changes rapidly, and the sales environment and The past is very different, can you guarantee that these experiential skills will continue to be effective?If there is no active innovation of sales staff, can your sales team's performance continue to maintain growth for several years only by relying on the skills taught by others? Before training, you can evaluate the content of the training course to see if it is well balanced in terms of attitude, knowledge, and skills.For example, in a certain company, its sales manager determines the distribution of the 3-day training as follows: (1) Product knowledge: 25%. (2) Attitude and self-awareness: 10%. (3) Sales skills: 25%. (4) Role-playing: 21%. (5) Buyer Behavior: 5%. (6) Group discussion: 9%. (7) Company policy target: 5%. The arrangement of the content of this training course reflects the combination of attitude, knowledge and skills. In short, the content of the training is varied.The situation of the enterprise itself is different, and the content of the training is also different.Some enterprises also pay attention to strengthening the cultivation of sales staff in economics, sociology and other related disciplines, and strive to cultivate creative and pioneering sales staff in a multi-faceted and all-round way.Therefore, when planning the training content, the most important thing is to adapt measures to local conditions and teach students according to the individual to ensure the pertinence of the content. 1. Determine training time There is no rule about how long or short the training period can be.It is usually determined from the following six aspects: one is the nature of the product, the product is complex in nature, and the training time is longer, and vice versa; the other is the market situation, mainly considering the intensity of competition and the company itself and competitors. The third is the quality of the sales staff; the fourth is the required sales skills, which are complex and profound, and it takes a long time to master them; the fifth is the management requirements, a company with strict requirements will not be perfunctory ; The sixth is the training method adopted.The application of audio-visual teaching materials and multimedia can receive the expected results in a short period of time. 2. Determine the training location The determination of the training location is often combined with the training method.The part-time training should concentrate the trainees to the designated place, which is more formal and the implementation of the training work is more thorough; the part-time part-time training can be carried out in a decentralized manner.The salesperson works while being trained, so as to gain insight into the actual market situation and customer needs.But after the training place is determined, the trainer and trainees should be notified in time. Larger companies, with a large number of trainees, should have suitable training locations and classrooms that can be isolated from business, so that students can listen to lectures or seminars with peace of mind.Some well-known large foreign companies also have their own well-equipped training bases.For example, McDonald's in the United States has its own university, and Matsushita in Japan has its own business school.On the contrary, in some enterprises, the training is a mere formality, and the business room is used as a classroom. The trainees make phone calls or discuss business while listening to the lectures, coming in and out, like a teahouse.Most small businesses do not have good conditions, and may not even be able to use a room as a classroom, and the number of trainees is also small.In this case, informal training can be carried out in the office or on the sales floor. This method is highly targeted and can also be taught on an individual basis. 1. Classroom training Classroom training is the most widely used training method. Classroom training itself can effectively impart certain types of information, especially product information or industry knowledge.This kind of training method enables enterprises to transfer information to trainees in the most direct way, and transfer a large amount of knowledge in a relatively short period of time.Teaching methods such as audio-visual teaching can also be used in the classroom to help trainees understand the training content. Of course, this approach also has many shortcomings.First of all, because it is a single communication, trainees are prone to boredom.Secondly, trainees usually retain little memory of what they heard, which affects the training effect.Thirdly, the instructor cannot take into account the individual differences of the trainees and cannot teach students in accordance with their aptitude. 2. On-site training On-site training is to allow employees to work and learn while working on the job site.This way saves special training places and equipment, and trainees can balance work and study.Moreover, some training must be conducted on-site, with experienced personnel presenting their own experiences, so this method is widely adopted by enterprises. The content of the on-site training mainly includes the following items: enterprise profile (including enterprise history and current situation), enterprise culture, enterprise code of conduct, enterprise rules and regulations, product knowledge, professional skills required for sales work, management practices, ideology and morality, etc. . The on-site training targets mainly fall into the following categories: First, new employees who have graduated from schools. This type of personnel has systematic professional knowledge, but they do not have specific product knowledge, may not have relevant skills, and are not familiar with relevant management practices; The second is the newly recruited personnel with relevant experience. Although they have engaged in sales-related work, they still need to be familiar with the products due to the differences in the products of different companies; completely different employees; the fourth is the employees who need to improve sales performance. At this time, the premise of the training is that the items the employees want to improve are suitable for on-site training. 3. On-the-job training It's a way to train salespeople on the job.After newly recruited salesmen receive certain classroom training, they can be arranged to be led by experienced salesmen on the job for a few weeks, and then let them work independently.This method can make the trainees familiar with the business quickly, and the effect is ideal.But this method must have the direct participation and guidance of personnel with practical experience, otherwise it will easily become a mere formality. 4. Conference training 这种方式是由企业聘请专家针对某一专题进行演讲，演讲结束后专家与受训者进行自由讨论。在这种讨论会上，围绕着某一专题主持人和受训人员进行双向沟通，达到交流思想、学识和经验的目的。这种方式适用于学习过基本理论、需要对某些问题进行深入研究的受训者。 5.模拟培训 这是一种使受训者亲自参与并使之有一定实战感受的培训方式。模拟培训有很多种方法，有角色扮演法、业务模拟法、实例研究法等。这种方法比较直观，培训的内容易被受训者接受。 从管理者的角度来看，培训工作的实施实际上就是管理与控制计划执行情况的过程。因此，实施的人员是否尽职尽责、各尽所能，直接关系到计划执行的效率与效果。在施教的过程中，培训人员灵活把握、随机应变，针对受训人员的情况展开教学工作。对参加培训的受训人员也有相应的要求。受训人员对于所任工作富有兴趣并有完成任务的能力；受训人员有学习的愿望，即其个人希望在受训过程中获得所需的知识与技能；受训人员还应有学以致用的精神而不至于使培训努力付之东流。 培训的实施应遵循循序渐进的原则，使计划内容与受训人员的需求相配合，重复或脱节都会使受训人员的兴趣锐减或引起知识的混淆。这一问题可以从三个方面给予注意： (1)新人的培训也可称之为最初培训，着重在使受训人员获得推销工作所需的基本知识与销售技巧。 (2)在企业成长或产品线发生变更后，销售人员的知识有待更新，或销售人员由一地调往另一地，需要了解新市场的情况，或者企业的生产程序及组织结构有了变化，依据上述情况展开督导培训。 (3)在顾客投诉增加或销售人员一般效力下降时，应举办所谓的复习培训，使销售人员获得复习推销技巧或讨论的机会，即引导销售人员循着正当途径努力学习，并在发生严重问题时，立即矫正所有不符合希望的行为。 作为销售经理，对销售人员的培训效果必须要进行评估。评估通常在培训之后进行，可让学员填写培训评估表，对培训内容、培训讲师、培训管理及培训效果等作出具体评价。在培训进行完一段时间内，销售经理可观察了解学员的实际工作技能是否有所改进和提高，针对个别人员可单独进行接触和辅导。 事实上，100%准确地评价一次培训的效果是不可能的，因为你没有一个真正有效的标准。目前大家普遍采取的是，由销售人员在培训结束时，给本次培训打分。有些评估表是有偏向性的，它只设了“不好”、“一般”、“较好”、“很好”四个选择，显然有过高评估的倾向。在每个评估项目上，都采用这四个顺序排列，这很容易让人产生惯性思维，如果你在第一个评估项目上选“很好”，第二个也是“很好”，第三个项目你就不会选择“不好”。 一般调查表使用7级评估，避免了那些“很好”、“很不好”之类的让受训者明显不易“下手”的选项。另外，每项的评分顺序不一样，避免惯性思维。 在销售培训评估的时间上，到底什么时间最适宜呢？一次销售培训的效果取决于销售人员在结束时的主观感受，如果销售人员当时感受就不好，那么他就很难对本次销售培训有过高的评价了。 此外，从销售培训作为公司销售管理的长期战略和持续行为来看，评估的意义在于，不断吸取经验，形成一套行之有效的销售培训管理方法，销售经理必须为此付出精力，进行跟踪评估，就是一个对销售培训效果的好办法。跟踪调查就是在培训结束实际工作了一段时间后，再让销售人员谈谈对该次培训在实际工作中是否收益，跟踪调查可在3个月后进行。 在一般的销售培训中，培训师会组织大家讨论，要求将传授的知识技能与自己的经验进行比照，让大家列出自己的成功之处和需改善之处，并提出具体的改善措施。但这仅是纸上谈兵，培训讲师离开公司后，就再也没有人过问，这就失去了一次利用培训督促销售人员提升技能的机会。 销售经理可以在培训结束后，利用当天晚上或第二天上午，组织销售人员对培训中的内容再进行讨论，要求他们写出个人的总结和具体改善措施，对采取的改善措施标明实施和达到目标的时间。销售经理应清楚地告诉他们，在3个月后还得就他们的培训总结，再作一次培训后的技能提升评估。 一些销售人员在培训时，对培训内容的确深有感触，但一到实际工作中，又会把这些指导抛之脑后。受训总结和改善行动方案能使他们把培训中的知识技能应用到销售中去，从而大大提高销售培训的投资收益。