Benchmark Analysis for Sales Training: A Study

Abstract

Globalization has increased competition among firms. In such a market place role of sales force is very crucial. With
the need to cope with competition in the dynamic market there has arisen a need to improve the skills of employees working in the
organization. A skilled and efficient sales employee can attract customers and retain them. Hence there is a need to provide trainings to
enhance the sales force skills. To impart the correct training, it is necessary to identify the trainings correctly. In order to do so
Benchmarks/standards are set for various skills required by sales force. This research studies whether manufacturing, Information
technology and banking organizations conduct benchmarking of skill sets for sales force in order to identify their training needs in
Nasik area. As observed from the collected data, only 37 manufacturing sector and 26 Information technology sector companies
conduct the activity of benchmarking of sales force training whereas banks do not conduct benchmarking of sales force training in
Nasik area. The skill benchmarks set for Manager and Executive levels for sales force for 30 different skill sets are studied in this
research.