Sales training is 'process not event'

Sales training is 'process not event' An expert has claimed that companies will benefit by treating sales training courses as part of an ongoing process rather than one-off events.

Warren Bennis, a US academic who is a specialist in leadership, said that behaviour of a firm can be changed by implementing strategies to get employees to change the way they think about sales training and its uses.

The Deccan Herald spoke to various businesses about the comments, with many agreeing that sales training is an important investment to make to improve the skills of the workforce.

Patrick David, executive vice president at Hinduja Global Solutions Limited, told the newspaper: "Training is the tool to develop these assets. Training also helps employees to develop their life skills and understand/create their own career path."

Tom Goetschius, who runs a Florida-based consultancy, recently said that the "paradigm shift" caused by the recession means that sales training needs to impart advice about addressing customers' needs differently.

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