Chapter 6

Training, Motivating, Compensating,

and Leading the Salesforce

SDM-Ch.6 1
 Learning
Objectives
• To understand sales training process
• To learn importance, theories, and tools of
motivation
• To know objectives and designing of sales
compensation plan
• To understand views, styles, and skills of sales
leadership
• To know the methods used to supervise
salespeople

SDM-Ch.6 2
 Sales Training
• Proper training can prepare salespeople to meet
with customer expectations
• New salespeople spend a few weeks to several
months in training
• Companies view sales training important for
protecting their investments in their salesforce
• Sales Training Process consists of:
• Assessing sales training needs
• Designing and executing sales training
programs
• Evaluating and reinforcing sales training
programs
SDM-Ch.6 3
 Assessing Sales Training
needs
• Sales training needs are assessed both for
• Newly hired sales trainees, and
• Experienced / existing salespeople
• Methods used for assessing training needs are:
• First level sales managers’ observation
• Survey of salesforce and field sales managers
• Customer survey
• Performance testing of salespersons
• Job description statements
• Salesforce audit (as a part of marketing audit)

SDM-Ch.6 4
 Designing and Executing
Sales Training Programme
• For this, sales manager takes five decisions, called:
ACMEE: Aim, Content, Methods, Execution, Evaluation
• First three words and organisational decisions relate to
designing of sales training
• Examples of Aims / Objectives of sales training:
• Increase sales, profits, or both
• Increase sales productivity
• Improve customer relations
• Prepare new salespeople for assignment to
territories

SDM-Ch.6 5
 Content of Training Programme
• Content for new sales trainees is broader. It includes:
• Company knowledge
• Product knowledge
• Customer knowledge
• Competitor knowledge
• Selling skills / sales techniques
• Examples of specific content for experienced
salespersons are:
• New product knowledge
• Introduce change in sales organisation
• Negotiating skills
• Content depends on the aims of training programme

SDM-Ch.6 6
 Sales Training
Methods
• Selection of suitable methods for a training
programme depends upon the topic and audience
• Training methods are grouped into five categories:
• Class room / Conference training
• Behavioural learning / Simulations
• Online training
• Absorption training
• On-the-job training
• We shall briefly review the training methods

SDM-Ch.6 7
 Class-Room / Conference Training Group
• The training methods in this group are: (1) lecture, (2)
demonstration, and (3) group discussion
• Lecture
• Used when more information is presented in a short time
to a large number of participants
• May lead to boredom due to less active participation
• Demonstration
• Used for giving product knowledge
• Group discussion
• Useful when participants include experienced and
inexperienced salespersons
• A panel discussion consists of a small group of people
who discuss a specific topic
SDM-Ch.6 8
 Behavioural Learning / Simulation
Group
• This group consists of three training methods: (1) role
playing, (2) case-studies, and (3) business games
• Role playing
• Useful method for teaching sales technique / process
• Typically, one trainee plays the role of a salesperson and
another trainee acts as a buyer
• Case studies
• Beneficial for understanding consumer behaviour, and
building problem solving abilities
• Case teaching includes open discussion, group
discussion and presentation
• Business games
• Helpful in learning impact of decision making
• Generates enthusiasm and competitive spirit
SDM-Ch.6 9
 Online Training Group
• It includes (1) electronic performance support systems
(EPSS), (2) interactive multimedia training, (3) distance
learning
• It takes 50 percent less time and costs 30-60 percent
less, and more convenient than other training methods
• Useful for getting basic knowledge like products and
customers
• Electronic performance support system (EPSS) makes
information available immediately, in a personalised
manner
• Interactive media training is used for retraining
salespeople who can repeat or skip material as desired
• Distance learning is a personal training method, which is
interactive
SDM-Ch.6 10
 Absorption Training / Self Study
Group
• It includes supplying audio cassettes, product manuals,
books, articles, and CD-ROMs to salespeople, who read (or
absorb) these materials without feedback
• Useful for introducing basic materials or strengthening
previous training
On-the-Job Training Group
• Most companies use this method as it places a sales trainee
in a realistic sales situation
• Typically, a junior salesperson is assigned to a senior
salesperson for some period of time
• In mentoring, a junior / new employee gets information,
advise and support from mentors / experienced persons
• Job rotation is used to groom salespeople for management
positions

SDM-Ch.6 11
 Selecting Training Method
• In addition to the topic and audience, selection
of appropriate method depends on active /
passive learning
• People generally remember
• 10% of what they read
• 20% of what they hear
• 30% of what they see
• 50% of what they hear and see
• 70% of what they say, and
• 90% of what they say as they do a thing

SDM-Ch.6 12
 Organisational Decisions for Sales
Training
• Organisational decisions, which are parts of
designing sale training programme, are:
• Who will be the trainees?
• Who will conduct the training?
• When should the training take place?
• How long should the training be?
• Where should the training be done?
• What will be the budgeted expenditure for the
training?

SDM-Ch.6 13
 Execution of Sales Training
Programme
• Usually sales trainer or sales training manager is
responsible for entire process of sales training
• Execution / implementation includes preparing
time-table, arranging internal / external trainers,
making travel arrangements of participants,
arranging conference hall and teaching aids, and
so on
• A good practice to make a final check one / two
days prior to start of training programme
• Obtain feedback from the sales trainees at the
end of the programme
SDM-Ch.6 14
 Evaluation of Sales Training Programme
• It is done to improve training design and implementation, and to find if expenditure
was worthwhile
Framework for sales training evaluation:
Outcomes to measure What to measure How to measure When to measure
• Reactions / • Training objective • Questionnaires • After the training
Perceptions of • Was training •interviews
participants worthwhile?
• Learning – • Knowledge, skills, • Tests • After training
knowledge, skills, attitudes • Interviews • Before & after –
attitudes learnt training
• Behavioural change • Trainees’ change of • Self-assessment by • After training, over a
behaviour trainees period of one year
• Observation by
supervisors /
customers
• Results – • Sales, Profits • Company data • After training,
Performance; Benefits • Customer • Management Quarterly, Yearly
more than cost? satisfaction judgement
• Market survey
SDM-Ch.6 15
 Reinforce Sales Training
• Behaviour of most salespeople would not change unless
there is reinforcement to sales training
• In many companies reinforcement or follow-up trainings
are not done
• Training methods used for reinforcement are:
• Refresher training consists of continuous training to
overcome deficiencies of experienced salespeople
and retraining of salespeople whose job requirements
have changed
• Web-based or online methods to reinforce formal
training sessions
• Senior salespeople or first line sales managers
coaching new salespersons

SDM-Ch.6 16
 Motivating the
Salesforce
• Motivation is derived from Latin word “movere”,
which means “to move”
• Motivation is the effort the salesperson makes to
complete various activities of the sales job
• 10-15 percent salespeople are self-motivated
• Majority of salespeople are not adequately
motivated
• Importance of motivating salespeople is
recognised, because financial performance of
the company depends upon the achievement of
sales volume objective
SDM-Ch.6 17
 Motivational Theories
• Motivational theories or behavioural concepts that are
relevant to motivation of salespeople are:
• Maslow’s hierarchy of needs
• Hertzberg’s dual-factor
• Vroom’s expectancy
• Churchill, Ford, and Walker model of salesforce
motivation, shown hereunder:

Motivation Effort Performance Reward Satisfaction

SDM-Ch.6 18
 Selecting a Mix of Motivational
Tools
• Sales manager should know each salesperson
and understand his / her specific needs
• For designing or selecting a mix of motivational
tools, a compromise between differing needs of
customers, salespeople, and the company
management becomes necessary
• Motivational tools are divided into (1) financial,
and (2) non-financial. These are shown in the
next slide

SDM-Ch.6 19
 Motivational Tools in a Motivational
Mix
Financial Non Financial
• Financial compensation plan • Promotion
• Salary • Sense of accomplishment
• Commission/Incentive • Personal growth
• Bonus opportunities
• Fringe benefits • Recognition
• Combination • Job security
• Sales contests • Sales meetings
• Sales training programmes
• Job enrichment
• Supervision
• Financial compensation is the most widely used tool of
motivation, as salespeople give highest value to it
SDM-Ch.6 20
 Compensating the Salesforce
• A good compensation plan should consider objectives
from the company’s and salespeople’s viewpoint
• Objectives of compensation plan from the company’s
viewpoint
• To attract, retain, and motivate competent salespeople
• To control salespeople’s activities
• To be competitive, yet economical: It is difficult to
balance these two objectives
• To be flexible to adapt to new products, changing
markets, and differing territory sales potentials

SDM-Ch.6 21
 Objectives of Compensation Plan from
Salesperson’s Viewpoint

• To have both regular and incentive income

• Regular income by fixed salary to take care of living
expenses
• Incentive income for above average performance
• To have a simple plan, for easy understanding
• This is in conflict with the objective of flexibility
• To have a fair payment plan
• Fair or just payment to all salespeople is ensured by
selecting measurable and controllable factors

SDM-Ch.6 22
 Designing an Effective Sales Compensation Plan
• Designing a new compensation plan or revising an
existing plan consists of the following steps:
• Examine job descriptions
• Set up specific objectives for salespeople
• Decide levels of pay / compensation
• Develop the compensation mix
• Decide indirect payment plan or fringe benefits
• Pretest, administer, and evaluate the plan
• We shall examine these steps briefly

SDM-Ch.6 23
 Examine Job Descriptions
• Separate job descriptions are required for different sales
positions or jobs – E.G. missionary salesperson, senior
salesperson, key account executive
• Each job description should include responsibilities and key
performance standards, to decide how much to pay

Set up Specific Objectives for Salespeople

• These are derived from company’s sales and marketing
objectives
• Salespeople should have some control on the objectives –
E.G. number of sales calls made
• Objectives should be measurable. E.G. sales volume, selling
expenses

SDM-Ch.6 24
 Decide Levels of Pay / Compensation
• It means the average pay or money earned per year (or
month)
• It is important to decide levels of pay for all sales positions
• It is decided based on the following factors:
• Levels of pay for similar positions in the industry
• Levels of pay for comparable jobs in the company
• Education, experience, and skills required to do sales job
• Cost of living in different metros and cities
• Annual average pay levels vary between industries, within the
same industry, and sometimes within the company
• Firms decide a range of average pay, instead of a specific pay
• Salespeople earn pay depending on their and company
performance

SDM-Ch.6 25
 Develop the Compensation Mix
• Widely used elements of compensation mix are: (1)
salaries, (2) commissions, (3) bonuses, (4) fringe benefits
(or perquisites)
• Expense allowances or reimbursements like travel,
lodging, etc are not included
• Basic types of compensation plans are:
• Straight salary
• Straight commission
• Combination of salary, commission, and / or bonus
• 68 percent companies use combination plan and balance
32 percent firms use straight salary or straight
commission
• We shall briefly examine above compensation plans
SDM-Ch.6 26
 Straight – Salary Plan
• Characteristics:
• 100 percent compensation is salary, which is a fixed component
• No concern for sales performance or salesperson’s efforts
• This plan is suitable for sales trainees, missionary salespeople,
and when a company wants to introduce a new product or enter a
new territory
• Advantages:
• Salespeople get secured income to cover living expenses
• Salespeople willing to perform non-selling activities like payment
collection, report writing
• Simple to administer
• Disadvantages:
• No financial incentive to salespeople for more efforts and better
performance. Hence, superior performance may not be achieved
• May be a burden for new and loss-making firms
SDM-Ch.6 27
 Straight – Commission (or Commission Only)
Plan
• Characteristics:
• It is opposite of straight-salary plan
• Most popular commission base is sales volume or
profitability
• Commission rate is a percentage of sales or gross profit
• This plan is generally used by real estate, insurance, and
direct-sales (or network marketing) industries
• Advantages:
• Strong financial incentive attracts high performance,
removes ineffective salespeople and improves results
• Controls selling costs and requires less supervision
• Disadvantages:
• Focus is on sales and not on customer relationship
• Salespeople may pay less attention to non-selling activities
SDM-Ch.6 28
 Combination Plan
• Characteristics:
• Combines straight salary & straight commission plan
• Four types of combination plans used by companies:
1) Salary plus commission: suitable for getting improved
sales and customer service
2) Salary plus bonus: a bonus is a lumpsum, single payment,
for achieving short-term objectives. This plan is used for
rewarding team performance
3) Salary plus commission plus bonus: suitable for
increasing sales, controlling salesforce activities, and
achieving short-term goals. Also suitable for selling
seasonal products like fans
4) Commission plus bonus: Not popular. Used for team
selling activities for selling to major customers

SDM-Ch.6 29
 Combination Plan
(Continued)
• Advantages:
• Flexible to reward and control salesforce activities
• Security for living costs and incentives for superior
performance for salespeople
• Rewards specific sales performance
• Different plans for different sales positions / jobs
• Disadvantages:
• Complex and difficult to administer
• May not achieve objectives if not properly planned,
implemented and understood
• Indirect payment plan, also called fringe benefits or
perquisites, help in attracting and retaining people, but have
now come under government tax in India
SDM-Ch.6 30
 Pretest, Administer, and Evaluate Compensation
Plan
• Pretesting the new / proposed Compensation Plan:
• Companies pretest a new (or proposed) plan, before
adoption
• Either it is simulated on a computer, or pretested at one /
more branches for 6-12 months
• It should involve all concerned people
• Administering the new compensation plan
• Announce the plan in advance
• Explain the new plan and reasons for changing the
previous plan
• Outsource administration if plans are changed frequently
• Evaluating the new compensation plan
• Find if objectives of the plan are achieved
• Some companies audit compensation plans
SDM-Ch.6 31
 Leading the Salesforce
• Leadership is the ability to influence people to achievement of
objectives
• Leadership is necessary for a sales manager’s effectiveness
Leadership Styles
• Transactional leadership equates to supervision – relating to
day-to-day operations & control, and task-orientation
• Transformational leadership changes values and attitudes of
followers, who perform beyond expectations
• Situational leadership uses a style that fits the situation
Leadership skills
• Leadership skills required by an effective sales manager are:
communication, problem-solving, and interpersonal

SDM-Ch.6 32
 Supervising Salespeople
• Supervising is directing and controlling day-to-day activities of
salespeople
• It is a part of leadership
• Sales managers use a combination of methods to supervise
salespeople
• Methods of supervision are classified into two categories – direct
and indirect

Direct Supervisory Methods Indirect Supervisory Methods

• Telecommunications • Sales reports
• Sales meetings • Compensation plan
• Personal contacts • Sales analysis
• Coaching / Mentoring • Expense accounts

SDM-Ch.6 33
 Key Learnings
• Sales training process consists of need assessment,
designing, executing, evaluating, and reinforcing
• Methods used for need assessment include observation,
survey, performance testing, job description, and audit of
salesforce
• Designing sales training programme require five decisions,
called “ACMEE”: Aims, Content, Methods, Execution,
Evaluation
• Execution of training programme includes preparing time-
table, arranging trainers, travel booking, conference hall,
teaching aids, etc.
• Evaluation of training is done to improve design &
implementation, and find if expenditure was worthwhile
• Methods used for reinforcement include refresher training,
web-based, and coaching salespeople
SDM-Ch.6 34
 Key Learnings (Continued)
• Motivation is the effort salesperson makes to perform various
activities of sales job
• Out of the various financial and non-financial tools of motivation,
financial compensation is most widely used
• 68 percent companies use combination compensation plan, and
32 percent use straight salary / commission plans
• Leadership is necessary for a sales manager’s effectiveness
• Leadership styles are transactional, transformational, and
situational
• Leadership skills include communication, problem-solving, and
interpersonal
• Supervising, a part of leadership, is directing & controlling day-
to-day activities of salespeople
SDM-Ch.6 35