13-07-2013, 12:48 PM
SALES TRAINING PROGRAM DESIGN FOR NEW SALES RECRUITS AT GODREJ APPLIANCES LTD.
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ABSTRACT
Godrej Appliances is a division of the Godrej Group whose core business is the manufacturing and sales of electrical appliances including Air Conditioners, Microwaves and Refrigerators, all with variants. As part of efforts toward the market expansion initiative of Godrej Appliances, formal coaching in sales methods, product knowledge, and account handling is being given to the new sales recruits by a specialist sales trainer. The report gives an overview of the training process and activities. The plan and design of the sales training in terms of its aim, content, method, execution and evaluation are being enumerated.
INTRODUCTION
In the light of the expansion and growth strategy of Godrej Appliances, it expects a 35% growth in sales to Rs 2,700 crore this fiscal through a slew of initiatives, which include ramping up its presence in smaller cities and expanding its product portfolio. As an integral, operational part of its growth strategy, it has recently shortlisted 100 fresh sales representatives in the first phase of its campus recruitment all over India. The new sales trainees are MBA graduates of eminent B-schools in the country between the ages of 22-26years have less than a year industry experience especially in the Sales and Marketing field. Consequently; as a component of its Human Resource strategy, it has decided to provide an initial comprehensive training which is meant to equip new sales representatives with the requirements and capabilities to achieve its growth objectives.
AIM
The training aims at welcoming and putting the fresh sales representatives at ease; giving clarity about the expectations of the organization in terms of work and behavior. Most importantly, the training is intended to build the capabilities, improve the knowledge, abilities and skills of the new recruits in selling the products of the company such as Air Conditioners, Microwaves and Refrigerators in order to achieve the growth objective of the company.
Quality of Sales
The sales trainees shall be developed in the application of the strategy of increasing the quality of sales that is, not only increasing the sales volume but also generating more revenue from even fewer sales by focusing premium prospects provided by the marketers, who want top-of-the-line models as against low-end versions or willing to buy more than one of the company’s product. They will also be taught how to cross-sell the company products.
METHOD
The “Demonstration” method has been adopted as the most suitable for the training purpose has will give the sales trainees hand-on training/ experiential training which is most suitable for the technical products of Godrej like refrigerators, air conditioners amongst others. Demonstration are attention- grabbers, it is a powerful and engaging method of training and it is best to teach the use of a new equipment / or to teach the steps in a new process and its gives room for questions and answers.
The sales persons will be trained on how to use the FAB Approach (Features Advantages and Benefits) approach in demonstrating the products.
EVALUATION OF THE SALES TRAINING
Training Outcomes to be measured:
Reaction: firstly, the feedback from the trainees will be taken to determine the impact and effectiveness of the training process. Their cognition, perception, sensation, or intuition will be taken to determine whether the training was worthwhile.
Learning: secondly, the sales trainees will be administered an aptitude of fitness to determine how much they have acquired in terms of knowledge, skill, abilities and competence.
Behavior: This is appraisal is usually conducted by a supervisor who can observe the trainee closely and also input from customers. The outcome provides an assessment of whether the sales trainee has changed in substantial ways.
Results: this is the ultimate test of whether the benefits outweigh the costs. Such measures as increased sales and profitability, better customer retention and penetration, and numbers of customers can be used to assess bottom-line results.