Selling Today: Partnering to Create Value, 14/e

Learning to Sell

1. 1.6 Identify the four major sources of sales training

“Are salespeople made or are they born?” This classic question seems to imply that some people are born with certain qualities that give them a special advantage in the selling field. This is not true. The principles of adaptive selling, listening, and customer orientation can be learned and applied by people whose personal characteristics are quite different.57

In the past few decades, sales training has been expanded on four fronts. These four sources of training are corporate-sponsored training, training provided by commercial vendors, certification programs, and courses provided by colleges and universities.

Corporate-Sponsored Training

Hundreds of business organizations, ...