ABSTRACT
This chapter discusses the role of sales training in salesforce socialization. In initial sales training, it is hoped that each salesforce member may experience a positive initiation to task, the degree to which a sales trainee feels competent and accepted as a working partner, and satisfactory role definition, an understanding of what tasks are to be performed, what the priorities of the tasks are, and how time should be allocated among the tasks. Sales training is a crucial investment necessary for maintaining and/or improving the performance of the salesforce. Companies view training as an important means for protecting their investments in their salesforces. The need for socialization as part of the training process is supported by expected indirect linkages between socialization and beneficial job outcomes. The sales training process is depicted as six interrelated steps: assess training needs, set training objectives, evaluate training alternatives, design the sales training program, perform sales training, and conduct follow-up and evaluation.
