| Sales training consultants play a pivotal role in | | | | to its various marketing objectives. For example, |
| determining the personal selling objectives of a | | | | they vary depending on whether the firm wants |
| firm. The first task in sales management is to | | | | sales in the short run, or sustained market share |
| determine the place of the selling personal in the | | | | over a long period, and whether it accords a |
| marketing mix of the firm and to set the personal | | | | higher priority to short-term profits or to building |
| selling objectives. The role, as well as the | | | | enduring customer satisfaction. The personal selling |
| objectives of personal selling may vary from firm | | | | objectives will also depend on objectives that are |
| to firm. They depend on the overall objectives of | | | | set in respect of other elements of the marketing |
| the firm, the overall strategy adopted by it, the | | | | mix. |
| types of products marketed, the nature of the | | | | Sales training consultants also play a role in |
| target market chosen, the type of channel | | | | ensuring the growth of the firm. They foster an |
| pattern chosen, the resources available and | | | | atmosphere of growth. In addition, they assist the |
| competitors practices in these aspects. | | | | firm in the management of change. In a dynamic |
| Setting personal selling objectives assists in | | | | market, customer preferences and competitive |
| assigning a clear and definite role to the sales | | | | forces are constantly changing; so too are |
| force within the overall marketing program of the | | | | technology and marketing methods. Sales costs |
| firm. It also facilitates the determination of the | | | | increase rapidly. In managing all these changes, the |
| size and quality of the sales force. The selection | | | | firm depends largely on the consultants. In fact, |
| of salesmen, as well as an evaluation of their | | | | the firm needs the help of consultants not only to |
| performance at a subsequent stage rest on the | | | | cope with the problems of change, but also to |
| personal selling objectives of the firm. The | | | | exploit new opportunities that keep unfolding as a |
| personal selling objectives are influenced by the | | | | result of the changes. |
| relative priorities assigned by the concerned firm | | | | |