Sales Training Manager

OVERALL PURPOSE OF JOB:

The Sales Training Manager is responsible for developing, enhancing, and sustaining the competencies of the entire Sales Division. This role ensures that all sales personnel—from Sales Managers and Territory Managers to Business Development teams and Technical Sales groups—possess the skills, knowledge, and behaviors required to achieve revenue, growth, and performance targets.

The role involves designing competency frameworks, conducting periodic assessments, developing comprehensive training programs, facilitating coaching and mentoring, and performing on ground observations to continuously improve sales capability and execution excellence.

Responsibilities/Authorities:

1. Training & Competency Development

• Establish and maintain a comprehensive Sales Competency Framework tailored to the unique needs of the petroleum industry (fuels, lubricants, asphalt, and specialty products).
• Conduct periodic competency assessments using standardized tools, scorecards, observations, and interviews.
• Design structured training curricula covering:
• Sales fundamentals and advanced selling skills
• Account management and customer relations
• Product and technical knowledge relevant to fuels, lubricants, and petroleum applications
• Market and pricing dynamics in the oil industry
• Compliance, HSSE basics, and regulatory requirements
• Leadership and coaching for Sales Managers
• Develop training materials, manuals, modules, and digital learning assets.

2. Coaching, Mentoring & Field Support

• Conduct field coaching rides with Sales Managers, Territory Managers, Business Developers, and Technical Sales teams to observe sales behavior in real market situations.
• Provide structured coaching feedback and performance improvement plans.
• Mentor Sales Managers and help them build their capability as frontline coaches.
• Ensure adherence to sales processes, CRM standards, customer call protocols, and negotiation guidelines.

3. Performance Monitoring & Reporting

• Track training effectiveness using pre‑ and post‑training evaluations, field observations, and competency assessment scores.
• Prepare periodic reports for the Vice President – Sales detailing capability gaps, training outcomes, improvement opportunities, and next steps.
• Support the VP–Sales in aligning capability development with the company's strategic direction and industry shifts.

4. Cross-Functional Collaboration

• Coordinate with Human Resources for competency alignment, training administration, and performance development integration.
• Work closely with Marketing, Technical, and Operations teams to ensure training stays aligned with product updates, customer requirements, and industry developments.
• Collaborate with Sales Managers when identifying skill gaps and building capability development plans.

PROCESSES:

Competency Assessment Process

1. Develop and update competency models per sales role.
2. Conduct quarterly/biannual assessments through interviews, field observation, sales performance data, and proficiency tests.
3. Consolidate assessment scores and identify gaps.
4. Present results to VP–Sales and Sales Managers.

Training Development & Delivery Process

1. Identify training needs based on assessment, field observation, and business strategy.
2. Design training modules, content, exercises, and assessments.
3. Implement training through classroom sessions, workshops, e-learning modules, and field coaching.
4. Evaluate training effectiveness and update materials as needed.

Coaching & Field Observation Process

1. Schedule joint sales calls and fieldwork with sales teams.
2. Observe selling behavior, customer engagement, product explanation, and negotiation.
3. Document observations using standardized coaching forms.
4. Provide immediate feedback and create a follow‑up action plan.

Performance Tracking & Reporting Process

1. Maintain training records, attendance, and evaluation forms.
2. Track improvements against KPIs and competency indices.
3. Submit monthly/quarterly capability reports to VP–Sales.