WHO TRAINS SALESPEOPLE - THE ROLE OF SALES TRAINERS AND SALES MANAGERS

This study examines the roles played by sales managers and sales train ers in the sales training process. Findings confirm that joint partici pation by sales managers and trainers in sales training is higher toda y than in the past, yet several problem areas still exist. Sales train ers claimed to be primarily responsible for sales training in large co mpanies, but did not seek inputs from field sales managers when planni ng, conducting, and evaluating training programs. In smaller firms, sa les managers are almost totally responsible for sales training. Howeve r, they conduct little evaluation and follow-up activities. The implic ations of these findings are discussed, and suggestions for managerial actions are provided.