Introduction
sThe conversations described in Figure 7-1 have been overheard frequently when sales managers travel with their salespeople.
The salesperson in each of these six situations lacked either the knowledge or the skill to do his or her job effectively. Companies design training and educational programs so that their salespeople can be as effective and efficient as possible.
This chapter has three sections. The role of training in preparing the sales force for success is described first. This is followed by several sales force training insights that are intended to help companies design better training programs. Finally, a process for evaluating and enhancing an existing training program is developed.
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