In Training Sales Associates for Success, Michael Jewell, CRB, notes that all training has three parts, each of which must be accomplished before moving on to the next level.

  1. Knowledge. Sales associates must know the facts about the topic. For example, what are the financing requirements of the new loan program being offered by the state housing agency?
  2. Skills. Next, sales associates must learn how to acquire the skills to apply this knowledge to their activities. So, what types of buyers would benefit most and be most likely to qualify for this program?
  3. Attitude. Finally, sales associates must develop an attitude to apply this training. How will this program help increase sales?
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