Magazine article Marketing

Valuing the Cost of Training

Magazine article Marketing

Valuing the Cost of Training

Article excerpt

As the sales promotion industry matures, clients begin to expect a higher calibre of input from their account handlers and the industry is having to pay more attention to training.

Training and recruitment go hand in hand. In the past there was a tendency to always recruit experienced staff, usually from blue chip companies, with salesforce or marketing backgrounds, but more recently the trend has been towards the recruitment of raw graduates.

As clients spends get bigger mistakes get more costly. For agencies, it is now too great a commercial risk to put unskilled people into positions where their performance could have an impact on the client/agency relationship.

By taking graduate recruitment seriously, agencies are able to get the best out of recruits. Broad experience is critical. Trainees should be assigned to a specific account group with two days per week spent working and learning within that group and the remaining three days spent learning how allied and integral sales promotion functions work. For example trainees need to be equipped with a working knowledge of print, artwork and production techniques. They also need to learn about telemarketing, field marketing and direct mail - given that the lines of demarcation between these disciplines and sales promotion continue to blur.

Trainees mustn't be allowed to deviate from the programme and employers must be committed to monitor their progress on a weekly basis.

Companies need to set a definitive job description for each grade, so that individuals can be accurately assessed and development programmes can be tailored to their needs. …

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