State the theory of Sales Training?

Training is based on the process of learning a sequence of programmed behaviour and the appreciation of this knowledge to the work environment for the smooth conduct of the desired activity in the context of the sales organization. Training is a process of making people aware about the desired way of functioning in organizations.

It also attempts to improve their performance in the current job and prepares them for an intended job responsibility in the future. Training is thus necessary for improving the quality of job performance, helping the company fulfil its manpower requirements, improving the organizational climate, improving safety in the workplace, and bringing in a more professional environment for higher organizational success.

Training also helps employees in personal growth and prevents human obsolescence. Training is purely based on the ability and intent of a trainee to learn the skill and concept imparted through a training programme.

It has been observed that people are responsive to training pro­grammes when they realize that the training programme will helping them in carrying out their jobs in a better way and enhance their performance in the organization. An individual who perceives training to be the solution for his problem tends to be more responsive to training than the others.

Learning is more effective when there is some level of reinforcement in the form of rewards and punishments for noncompliance. Individuals do things that are psychologically pleasurable to them and avoid doing things which have a potential for giving them pain.

This means that after the training programme is over and if the employee is satisfied with his improved job performance, he is likely to show a better performance. Awards rather than punishments tend to be more effective for changing behaviour and increasing one’s learning in the long run.

When the application of acquired behaviour through training quickly leads to the desired performance, there is a greater chance of the desired behaviour to be reinforced. Training programmes where a trainee is expected to change values, beliefs, and attitudes usually achieve better results as they encourage a sense of participation from the trainee.

The trainee should be provided with the feedback on his adaptability to the new methods of performing the job. If the trainee evaluates its effectiveness on his performance, then value of training will increase.

He should also be informed about what aspects of his performance have changed and what the areas where he feeds further improvement are. The process of feedback should be fast, frequent, and immediate. The development of new behaviour and norms is facilitated by practice and repetition.

The training tools and methods make an individual learn and apply skills in the context of the job, the organization, and the market. People acquire new knowledge and skills for the de­finitive purpose of improving their performance in the sales organization. Learning in itself is a human process by which skills, habits, attitudes, and knowledge are acquired and are utilized in such a way that behaviour is modified.

Training results in learning for a desired behavioural change in the context of the job and the organization.