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MCom 2nd Year Advertising Sales Management Study Material Notes

MCom 2nd Year Advertising Sales Management Study Material Notes


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

(I) Individual Training Method.

(II) Group Training Method. 

(I) 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. (MCom 2nd Year Advertising Sales Management Study Material Notes)

2. Training Through Correspondence. Under this method, training is provided through correspondence. The study courses are supplied to the trainees through post by a recognized institution regularly at the residence of the trainees. Of course, the training material sent to the trainees should be compact and easily assimilated. 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 a formal examination after passing which, they are awarded a degree, diplomas, or certificates. (MCom 2nd Year Advertising Sales Management Study Material Notes)

3. Internship Training. The object of internship training is to match theoretical training with the practical one. For this purpose, the college, technical institutions, and business houses co-operate and work in collaboration. Here job-oriented courses are open. 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. (MCom 2nd Year Advertising Sales Management Study Material Notes)

4. Training through Study Course. Under this method, study courses are prepared under the direct supervision and guidance of experts in different fields. These courses are supplied to the trainees at 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. (MCom 2nd Year Advertising Sales Management Study Material Notes)

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 confidence, among the trainees and doing the job to the best of their ability. (MCom 2nd Year Advertising Sales Management Study Material Notes)

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.  (MCom 2nd Year Advertising Sales Management Study Material Notes)

(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. (MCom 2nd Year Advertising Sales Management Study Material Notes)

Good voice, attractive appearance, clarity of expression, current examples, visual aids, authentic information, etc. make the lectures a success. (MCom 2nd Year Advertising Sales Management Study Material Notes)

2. The Conference and Seminar Method. Under this method, conferences and seminars are organized in which some groups of trainees participate under the leadership of experts. The participants acquire the latest and up-to-date information. The problems are analyzed and each participant contributes in one way or the other. Such conferences have a motivational effect as all the participants are given chances for 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 the organizational relationships. Such meetings help the trainees to visualize the operations of each unit of the organization. Moreover, the trainee learns how to adjust and accommodate others’ 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 playlet, 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 to in a very skillful, pleasing, and convincing manner.

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

7. The Brain Storming Method. Under this method, a particular problem is given to the trainees, who sit around the table along with the chairman. Each one thinks over the problem and gives his impression. No trainee is contradicted. Steno collects the information and sends it to policymakers 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 sales techniques which he had acquired through his experience. (MCom 2nd Year Advertising Sales Management Study Material Notes)

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 slide strips, blackboards, charts graphs, and diagrams. Audiovisual aids include sound slides, and film pictures while audio aids comprise tape recorders and record players.

Each of the above methods of training has its own merits and demerits. A goods training program launches products, personality, and the portrait of the concern and salesman. To make the training programme successful superiors and trainees should co-operate, take an interest, coupled with the latest equipment of training.


The incentive is anything 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 manager 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. (MCom 2nd Year Advertising Sales Management Study Material Notes)

(i) They may be in the form of direct monetary payments, increase in salaries and wages, commission on sales, bonuses for additional sales, expenditure allowance, etc.  (MCom 2nd Year Advertising Sales Management Study Material Notes)

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

2. Non-financial Incentives. Non-financial incentives include all 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 the morale of the sales force. (MCom 2nd Year Advertising Sales Management Study Material Notes)

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