While this sounds a somewhat obvious question, it is not quite that simple. Obviously it relates to the training of people in the subject of “sales”. However, the dictionary tells us that an institute is “an organization for the promotion of science, education, etc” which is not quite the same thing as an institution. People can attend or be forced into an institution but they do not have to attend a Sales Training Institute to receive tuition in sales theory, methods and techniques.
Sales training institutes usually take the word to their pupils rather than those pupils attending scheduled classes. Another factor is that for, the most part, they are not teaching to complete novices; the people attending a session run by a Sales Training Institute are going to be those already working in some sort of sales activity. The institute itself is usually a profit making enterprise that sells its expertise in sales activities to companies wishing to improve the effectiveness of their sales people.
Promoting Sales
On one level, a career in sales is somewhat intuitional – “I’ve got something to sell. Do you want to buy it?” Some people can manage to earn themselves a living based on little more than that but, who’s to say that they would not do even better if they had received additional help and guidance from a Sales Training Institute engaged by their employer?
The sales force promote the products or services from the company that employs them so it is to be hoped that they have good knowledge of these so that sessions with Sales Training Institute specialists can promote ways in which they can sell more. A good institute will also act in a way that is similar to business or management consultants in so much as they must first listen to the company that is considering hiring their services. They need to know about the structure and organization of the company that they are hoping to assist. What is that company’s function and what are its own opinions on the potential for the products or services that it provides? What are the existing sales and marketing arrangements and what plans do they have for the future?
Armed with such information, the Sales Training Institute can either provide motivational seminars or coaching sessions on a one on one or small group basis. Note – the company paying for these services should not view it as a “once only” experience; education should be an ongoing process and, once an aim has been achieved, thought should be given to moving up to the next level.
