Sales reps: what training types?

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Sales representatives proactively market various types of products and services to consumers and businesses. Few colleges offer degree programs designed to prepare people to work in this field, but some community colleges offer short-term professional sales representative training courses. Also, many large companies conduct in-house training, while some companies train people to work as sales representatives in other businesses.

Although the responsibilities of a sales employee vary between companies, anyone involved in this profession should have some knowledge of basic negotiation techniques and business practices. Sales rep training classes offered by community colleges introduce participants to closing techniques and different approaches to marketing products such as benefit-based selling or telesales. Students also learn about customer service and professionalism concepts. Other useful skills such as time management are also taught during these programs.

Many companies employ large numbers of people in sales roles. If so, these individuals can receive in-house sales rep training from a corporate trainer. In these cases, the training curriculum focuses on the company’s products and services rather than general marketing techniques. Many companies have a code of conduct; all employees must act ethically and meet or exceed production targets without misleading customers or making false statements. Participants are taught about company expectations during the training and the class facilitator also shares ideas and best practices that have been used successfully by long-term employees. In many cases, workers attend a series of classes, each of which focuses on marketing a specific product.

Within specific sectors, some independent companies organize training sessions for salespeople. One company may organize classes designed to prepare people to work as investment representatives, while another company may develop courses designed to prepare people to work as auto salespeople. Some of these companies organize programs held in neutral locations, such as hotels and conference centers, and workers from many different companies can attend a single session. In other cases, representatives of these companies may spend a few hours, days or weeks visiting factories and offices of a particular company and providing people with on-the-job training.

In addition to learning negotiation skills and business principles, some salespeople are required by law to receive industry-specific training. Those who sell drugs or pharmaceuticals must attend licensing and certification classes before they can market those products. Classes focus on disclosure laws and liability issues rather than closing techniques, but participation in one of these courses is often a mandatory part of the sales rep training process.

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