Educating Outside Salespeople

If you want to effectively train outside salespeople, you need to put yourself in their shoes. Think, for example, of what retail clerks selling your product need to know to help a customer. You also need to provide ample support materials. These can range from inexpensive fact sheets to videos that provide refresher training. When a product is complicated, do on-site training with sales associates.

It’s also important to make sure you or a knowledgeable member of your staff is available to answer questions from sales associates—whether in person or via telephone or e-mail. Finally, be sure to get feedback from outside salespeople so you can improve training as you introduce new products.

Ken Yancey Chief Executive Officer SCORE Washington, D.C.