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Sales Consulting and Training: Sales Training Handbook

Developing A Sales Training Program With Video Tape

Most organizations still rely on in-house training staff to develop and deliver training. In 1983, 42.5 percent of organization surveyed preferred in-house development and delivery of sales training, and in 1986, 30.4 percent still preferred this method. The preference for sales training developed by outside vendors but delivered by in-house staff was much lower: 16.0 percent in 1983 and 14.8 percent in 1986. Vendor- or consultant-developed sales training seminars or workshops consisted of only 9.8 percent of companies’ total training effort in 1983, growing by .4 percent in 1986. 5 The implications appear to be clear: in house trainers carry the primary responsibility for the development of sales raining programs and must be prepared to select the best materials, be they slides, transparencies, handouts, video, or film. They may have to produce their own video tapes or films while considering value received for dollars spent. And they must construct sales training programs that are effective in improving that crucial 90 percent of sales representatives’ visual and vocal message.

Before you can make final decisions about whether to buy or make your own instructional materials, you must consider the size of the total training staff, as well as the size of the company. Training magazine’s study offered interesting insight concerning the “Development and Delivery of Training as a Function of Organization Size.6

5. Ron Zemke, “Development and Delivery: Classroom Training Still Most Common Option.” Training, 23 (10) (October 1986), p.58
6 Ibid., p. 59

Developing your own training programs depends on the amount of in-house expertise available as well as the number of employees requiring training and the number of times and locations the programs will be used.

Six Questions to Ask When Considering Media and Film for Your Program

1. To help evaluate the best approach, ask yourself the following questions:
What is the purpose of this training program and how will it meet the organization’s strategic goals? Do you need to convey information or do you need to improve skills? This is critical to your choice of training media.

2. How many times will we use this sales training program? Your company may be able to justify spending more on a sales program that will be used dozens of times, and have a direct return on their investment.

3. How will this sales training program be presented? This will affect the simplicity or complexity of the program. You may have to build more prepackaged material into a sales system that will be conducted by office sales managers or others who lack formal training skills

4. Where will the sales training occur? What audio/visual and duplicating equipment already exist at each location? This will affect the mobility of the program and the machinery that must be carried to each location.

5. Who is the audience? This will affect content. Are you developing a program for both sales representatives and sales managers, both sales engineers and technical service representatives who interface with customers?

6. What is already available? Do you have the core of the sales training program and simply need to update it? Or are you starting from scratch?

The following sections discuss in more detail the problems of creating a totally new sales training system and deciding whether to buy off-the-shelf programs or to make your own.

Video Popularity with Training Managers - Page 4 Purchasing Videotaped Material - Page 6

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