CHAPTER 10
Sales Training: Objectives, Techniques, and Evaluation
LEARNING OBJECTIVES
Salespeople operate in a highly competitive and dynamic environment. In addition, new salespeople must assimilate a great deal of information about the company, products, and customers. A key element in enhancing the success of current salespeople and preparing new salespeople is training. Companies in the twenty-first century realize that good training is an essential component of success for the sales force. This chapter will examine the objectives, techniques, and methods of evaluating training in the sales force.
After reading this chapter, you should be able to:
- Identify the key issues in sales training.
- Understand the objectives of sales training.
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