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M Com 2nd Year Advertising Sales Management Study Material Notes

M Com 2nd Year Advertising Sales Management Study Material Notes


The different methods of training to salesmen may be studied under the following two heads :

(1) Individual Training Method.

(II) Group Training Method. 

(1) Individual Training Method

The individual training methods include the following:

1. On the Job Training. On the job training, which is also known as ‘training within industry’ or ‘watch and pupil training is the oldest and most popular method of training. Under this method, the new employee is put on the job under the concept, guidance and supervision of his senior officer. He learns by observation, experience and guidance from his officer. He gets the necessary instructions and directions under the guidance of a supervisor or a senior employee. The secret of its success lies in its proper planning and effective execution.

2. Training Through Correspondence. Under this method training is provided through correspondence. The study courses are supplied to the trainees through post by a recognised institution regularly at the residence of the trainees. Of course, the training material sent to the trainees should be compact, easily assimilating. To make the study material more appealing, charts, pictures, paintings, cartoons, bulletins, booklets, sales-manuals, house-organs etc. are also provided. A separate training section is designed to look to the needs of the trainees and their doubts, misunderstandings and difficulties are removed. After a certain period, trainees are required to appear in formal examination after passing of which, they are awarded degree, diplomas or certificates.

3. Internship Training. The object of internship training is to match the theoretical training with that of practical one. For the purpose, the college, technical institutions and business houses co-operate and work in collaboration. Here in job-oriented courses are opened. These courses are of short as well as long duration. After the completion of such training, the trainees are taken in the regular service of the concerned business house.

4. Training through Study Course. Under this method, study courses are prepared under the direct supervision and guidance of the experts in different fields. These courses are supplied to the trainees on different intervals with the purpose of refreshing the trainee with the latest techniques and methods of salesmanship.

5. Training Through Individual Coaching. Under this method regular coaching is provided by the supervisor to the trainee. It is taken as a part of his job.

6. Training Through Special Assignments. Under this method, Trainees are provided special assignments and they are made free to

handle the affairs as they please. The method aims at creating confide, among the trainees and do the job to the best of their ability.

7. Observation Posts. This method.lays emphasis on ‘Learning hu observation’. Trainees who work as assistants learn by observing the working of their seniors on the post. 

(ii) Group Training Method

Under this method, training is provided in groups. Thus, a number of trainees can be trained at a time. The most common methods are as follows:

1. The Lecture Method. This is the easiest, simplest and cheapest method of providing training to the trainees. It is a method to teach factual information to a number of trainees at a stretch, if properly planned and diligently delivered. It is a sort of classroom method in which lectures are delivered by senior supervisors and leading experts to a group of employees. After lectures, questions are asked so as to have a clear conception. Good voice, attractive appearance, clarity of expression, current examples, visual aids, authentic information etc. make the lectures a success.

2. The Conference and Seminar Method. Under this method, conferences and seminars are organised in which some groups of trainees participate under the leadership of experts. The participants acquire latest and up to date information. The problems are analysed and each participant contributes in one way or the other. Such conferences have motivation effect as all the participants are given chances of creative thinking and free expression of their opinion. It develops group morale and stimulates analytical thinking.

3. Committee Method. Under this method of training committees trainees under the leadership of experts are formed wherein they learn about organizational relationship. Such meetings help the trainees to visualize the operations of each unit of the organisation. Moreover, the trainee learns how to adjust and accommodate other’s views.

4. Training by Supervisors. This is the simplest method of training. Under this method, the employees are put on the job under the supervision of their supervisor who instructs them to do their work and supervisor their performance.

5. Role Playing Method. It is a newly developed method, of course interesting and effective. In this method, some talented trainees or demonstrators are selected. They present the information in a dramatic way. They make a play let, fully scrapped, rehearsal and acted on a stage. The trainees witness it as spectators and learn the art of dealing with customers in real life as the problems, criticisms and objections are solved and replied in a very skilful, pleasing and convincing manner.

6. Job Rotation Method. Under this method, the trainees work on different types of jobs in the sales organisation. It provides broad based, balanced and enriched experience to the trainees.

7. The Brain Storming Method. Under this method, a particular problem is given to the trainees, who sit round the table along with the chairman. Each one thinks over the problem and gives his impression. No trainee is contradicted. A steno collects the information and sends it to policy makers or a panel of experts. Some good ideas are selected and the rest are thrown into the paper basket.

8. The Each one-Train one’ Method. Under this method, two teams of salesmen are formed : One of the experienced salesmen and the other of the new salesmen. The old and experienced salesman teaches the new ones about the sale-techniques which he had acquired through his experience.

9. Visual Training Method. Under this method, visual, audiovisual and audio-aids are used. This method makes lectures more attractive, impressive and entertaining. Visual aids include-slides strips, black boards, charts graphs, diagrams. Audiovisual aids include sound slides, films pictures while audio-aids comprise of tape-recorders and record players.

Each of the above methods of training has its own merits and demerits. A goods training programme launches product, personality and portrait of the concern and salesman. To make training programme a success superiors and trainees should co-operate, take interest, coupled with latest equipments of training.


Incentive is any thing that incites or has a tendency to incite action. Similarly a sales incentive can be defined as anything that motivates or incites the salesman’s action. Sales incentives motivate the salesman to work to his full capacity or even higher than that. Sales incentives strengthen the ‘will to work of the sales force to achieve the desired goal. It is the function of the sales management to provide incentives to the salesman which induces them to increase sales at minimum costs. It also raises the morale of the sales force. Methods of Providing Incentives to Salesmen

The methods used by the companies for providing incentives to the salesmen may be classified under the following two major heads:

(1) Financial Incentives.

(2) Non-financial Incentives.

1. Financial Incentives. Financial incentives offer the sales force reward for better performance in terms of money. Financial incentives may be given in two forms.

(i) They may be in the form of direct monetary payments, increase in salaries and wages, commission on sales, bonus for additional sales, expenditure allowance etc. 

(ii) They may also be in the form of indirect monetary rewards, commonly known as fringe benefits as pension, provident fund schemes health insurance, paid vacations etc. 

2. Non-financial Incentives. Non-financial incentives include al other influences, planned or unplanned which…motivate the salesman to work hard. They include sales conventions and meetings, sales contests, bulletins and handbooks, sales quotas, honour and rewards recognition, emotional security, fair and sympathetic treatment authority and responsibility, participation in management, promotion, effective personal relations, personal letters, training programmes, freedom to express himself etc. they also increase morale of the sales force.

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