Marketing companies looking to stay afloat in the long run should not reduce funding for sales training, according to one expert. Gabriella La Monica, training manager at US firm BBN Technologies, said that investment in staff development courses will mean that firms have a competitive advantage when the upturn comes. According to Mass High Tech, Ms La Monica claimed that cutting sales training spend will save money in the short term, but employers will need to sacrifice a skilled workforce. "A business with a well-developed and strongly organised employee training program is one with employees working at their highest level to keep customers satisfied and ensure that the business remains highly competitive," she explained. Helen McCreadie, office manager of the Canada-based Business Development Centre, recently told the Fort Erie Times that sales companies think about sending their staff to cold calling training.
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