ABSTRACT
This chapter examines the objectives, techniques, and methods of evaluating training in the sales force and discusses the development of sales training programs. Budget concerns drive many managers to cut sales training programs. Companies that produce technical products, such as technology companies, spend more time on this subject than manufacturers of nontechnical products. Hewlett-Packard, Microsoft, and others allocate a great deal of time educating salespeople on their products and services to better service customers. Sales training in the market/industry orientation covers both broad and specific factors. Economic fluctuations affect buying behavior, which affects selling techniques. The dramatic growth of mobile technology is improving training across a broad range of groups from customers to salespeople. Sales training is also effective in helping salespeople work through problems or issues that may limit their performance. Recently, researchers have reported that sales call anxiety (SCA) can lead to real problems in both a salesperson's effectiveness and efficiency.
