Discuss the Importance of Sales Training for Both New and Experienced Sales People

Effective sales training is one of the most important things for a sales manager. It is information century now; consumers need and require effective and quality communication and interaction from sales people. Besides that, sales people must have the ability to service any consumer, even the consumer is the President of USA. Sales training play an important role in building relationship between customers and organization. (Jober 2009) It is essential for any organizations if they want to success.

Sales training helps sales people to become effective and successful members of a sales team; it is a long term ongoing process improving the development and productivity of salespeople. Training offer sales people information, help them develop their knowledge, sales skills and nice attitudes towards consumers, jobs, and firms. Even if sales people are experienced, training can provide some useful information about new products and new technology. Sales training also increase the cohesion of sales team and sales people's loyalty towards company. Training could improve sales force's react ability towards the change of market. Competition in market is exciting; so sales people must adopt the kinds of change in market competition to survive. (Jobber 2009) Training also could help sales force to overcome frustration and inferiority. Sales people are often refused by customers so that they may have frustration even inferiority. So sales training should be complemented to establish sales people's sense of mission.

Sales training contains formal programs and informal programs, such as orientation and training meetings, help sales force to reach the company's long term goals. One goal is effectively plan, find customers' need, service them and satisfy them. Successful sales people never just take cash out of customers' pocket but make effort to meet customers' need and want so that could build a long term relationship with consumers. Sales people are the connection between company and customers. When sales people sell products to consumers, they sell them first. Consumers' feeling and attitude towards sales people is essential. Sales people represent the appearance of company to customers; their performance and attitude influence consumers' feelings about firms. The best explanation for sales person is lubricant for market. So it is quite important for company to train sales people. Another goal of firm is increasing profit for company, which is the basement for companies to grow up. Training could improve the efficient and effectiveness of sales force to increase sales. Sales training could improve sales people enhance their abilities of plan, serving, selling and following service for customers. Through training, sales managers may improve sales force's relationship with customers, manage sales force more effectively and improve the morale of sales team so that the profit could be promoted.