Marketing Communications

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Marketing Communications

Organizination And Management Of Advertising

Agencies And Advertising Departments

TRAINING OF SALESPERSONS

The content and nature of the training programme will be determined by the demands of the salesperson’s
job and his level of entry into the firm.

Training may vary in markets but the international marketer will also have a contribution in determining
the nature and goals of the local training programme, because of the similarity in company products
and policies.

The international marketer may contribute in the areas of

1. Company policy.


2. Product knowledge.


3. Selling skills and techniques.

Other aspects of training like territory management, market or customer knowledge may be based on
local experience in the foreign market.

In a market that has low literacy level; training attachments are usually arranged for top salesperson –
such as CONTINUOUS TRAINING which may be in form of seminars, overseas factory attachments
or self-instruction, through house organs or journals.

By also drawing on the firm’s domestic and multinational experience, the international marketer will
seek to improve the effectiveness of each market’s training programme. For some high-priced or high-
technology products, training of salespersons may be organized at international or regional levels.

Another form of international training available to the foreign market is through travelling team of
experts from regional or international division headquarters.

MOTIVATING AND COMPENSATING SALESPERSONS

Motivation and compensation of international salesperson should be designed in a way that will take
care of these international problems:

1. The low esteem in which selling as a profession is held in various foreign markets.


2. The cultural reluctance of prospective salesperson to relate and mix with strangers, especially,
   to persuade strangers.

Motivators that can be used to reduce or eliminate these problems can be one or a combination of:

1. Monetary


2. Status symbol enhancement


3. Executive training