‘Never underestimate the benefits of sales training’

Employers should not underestimate the importance of training their sales staff, as unskilled staff could cost them dearly, says Gwen Gerber, managing director of Johannesburg-based Gerber Shipping Academy. “The ultimate cost of not allowing time for the provision of proper training for sales representatives is near impossible to calculate. There is no longer any excuse for the lack of knowledge in this industry as several courses are available that will ensure the sales team is performing its functions to the full.” According to Gerber training for any sales representatives should include the unit standard, 'Secure and retain new business in the Freight Forwarding Industry', available and accredited by Teta (Transport Education and Training Authority). “It is true that sales representatives are very seldom responsible for the acquisition of new business where there are projects involved. This business will generally move from one to another clearing and forwarding agent, due to a particular trusted operational person relocating to another employer. Sales representatives most frequently don’t know the reason for not succeeding in securing traffic, which is a mistake in itself.” Gerber believes adequate training will ensure sales representatives secure their rightful place in the industry hierarchy and ultimately increase business – ensuring that both the sales and service representatives can add value to the company. “Employers who expect people to know it all and learn through their own mistakes should continue to carry the losses. The sales and service representatives are not to blame for less than optimum performance if they are not granted the maximum opportunity for growth. The situation is further exacerbated when sales representatives with no training or experience in management are promoted or appointed after a mere five years in sales, as sales managers,” says Gerber. “The impact of unskilled sales and service representatives on the macro economy of this country is sadly grossly underestimated.” Gerber says most international traders with project traffic ask questions to test the depth of knowledge of the representatives with whom they are interacting. Adequately trained staff will ensure they are prepared and capable of dealing with traders. “With most international traders cost is only one of the components to be considered. Others would be timeous receipt of estimates or related enquiries, depth of knowledge, reliability in living up to the offer extended and accepting responsibility for the company represented.” Gerber says employers need to realise the full benefit of training – and the cost can be claimed back provided they contribute to the Skills Development programme and they allow the time for professional training.