Sales Training as a Strategic Tool to Control and Improve Performance, Motivation and Retention of Sales Staff

Abstract

The very existence of any business depends on its revenue generation ability in competitive market. Sales as independent function or as part of marketing department have that power to channelize money into the organization. The revenue generation and further to add up in profit is done through efficient management of sales force. Improving the performance of sales force, eventually increasing revenue, can be achieved through sales training. Organization needs to invest in sales force development through effective sales training programme. Hence some guidelines or framework needs to develop, following which can lead to design an effective sales training. Any cost cutting in training of sales people may badly hamper revenue or profit potential and ultimately results into loss, which is explicitly undesirable. The improvement in sales performance will ultimately results into retention and motivation of sales employee. Thus, it is very important to have proper sales training to improve sales performance, to retain and motivate sales employee. This paper will help to layout effective and efficient sales training progamme in all type of sales orientated organization i.e. almost in all type of business organizations.