Marketing Communications

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Marketing Communications
Personified Promotion

TRAINING METHOD

•    SALES MEETINGS

A sales meeting is the most common method of group training for experienced salesman. The

meeting could be scheduled for quarterly period, half-yearly or once yearly. A psychological

plus of sales meeting is the opportunity it provides the salesman to satisfy his need for

belonging. He can avail himself of the chance to associate with other salesman from around

the country, sales manager and executives in a relaxed atmosphere, possibly at a resort. Its

limitation is the cost of gathering salesman at a point for this meeting.

•    SALES SEMINAR

A sales seminar usually handles one topic while sales meeting handles various topics.

Seminars are discussion groups and therefore relatively in-structured in comparison with

unstructured meetings of any size. The purpose of a seminar is to provide a means whereby

experienced salesmen have the opportunity to discuss mutual problems and exchange sales

experiences.

•    COACHING

The sales manager makes joint calls with the salesman. He functions as a helper to the

experienced salesman. In the process of making a joint call with an experienced salesman,

a field sales manager will take an active part in teaming with the salesman. A daily review

of sales activities is held at lunchtime; end of the working day or at the end of the visit with

the salesman.

•    SELF-INSTRUCTION

The sales manager has to integrate this into the company’s training programme. Self-

instructions are done through programmed correspondence instructions in stage or series

of steps. The individual studies at his own time and speed. Such courses are recognized by

management. Trade journals, bulletins are also good forms of self-instruction.

•    TRAINING OF DISTRIBUTORS

This form of training comes under continuous training. Seminars are mostly used for

training distributors.

THE SALES BUDGET

The sales force budget is the amount of money assigned for a definite period, usually one year. It is based
on estimates of expenditure during that time and proposals for financing the budget. It depends on the
sales forecast and the amount of revenue expected to be generated for the organization during that period.