Dr. Eduardo Silva, executive director of the Fundación Universitaria Iberoamericana (Iberoamerican University Foundation, FUNIBER) at its headquarters in Guatemala, is participating in a study that analyzes the relationship between the training needs and the socioeconomic situation of the independent sales consultants of a Peruvian company called La UNICA, in order to rethink sales training strategies and improve organizational efficiency.
Sales training is a process that allows professionals to acquire the skills and competencies necessary to market products and services effectively. This process not only improves individual performance, but also strengthens the competitive position of organizations in the market. This training covers aspects such as the type of training, its duration, the appropriate time to deliver it, the evaluation of its effectiveness and the context in which it takes place. These factors are especially relevant in resource-constrained environments where strategic decisions are critical.
However, in the direct sales sector, many companies do not provide systematic training to their consultants, and when they do, such training often lacks a structured approach. This not only limits their professional development, but also their long-term trust in and commitment to the company. In the case of LA UNICA, although training programs are offered, they tend to focus on specific variables, leaving aside a comprehensive approach that benefits all consultants.
In a context of growing competition within an expanding Peruvian economy, the study in which Dr. Silva participated sought to analyze the relationship between sales training needs and the socioeconomic situation of independent sales consultants. The purpose was to design an effective training plan that would close the skills gaps and improve organizational performance, prioritizing those who need it most.
In addition, the study explored the economic value that consultants attributed to training and the specific needs they consider essential for their professional development. Well-designed training not only strengthens individual capabilities, but also generates value for the organization. However, without a prior diagnosis of real needs, a training strategy is unlikely to achieve the expected results.
The study surveyed 551 independent consultants, revealing an unexpected correlation: consultants with higher socioeconomic status reported greater training needs compared to those with lower status. This finding suggests that better access to educational resources and opportunities does not guarantee superior sales skills.
The inverse correlation between socioeconomic status and training needs could be explained by several factors. On the one hand, consultants with lower socioeconomic status tend to develop practical skills out of necessity, which reduces their perception of needing more training. On the other hand, those with higher status may overestimate their training needs due to higher aspirations or a misperception of their own situation.
In addition, differences in personal priorities were identified. For example, many independent consultants are mothers and wives with family responsibilities that limit their focus on professional development. Likewise, many perceive training as a valuable resource, but often cannot invest in it due to financial constraints. Despite this, consultants recognize the importance of training in areas such as client participation, sales techniques and the use of technology, key areas for improving their performance.
The findings of this research not only highlight the importance of sales training, but also underline the need to customize programs according to the characteristics and aspirations of the consultants. Despite the limitations of the study, such as the lack of a detailed demographic analysis, the results provide a solid basis for future research. This could explore in greater depth the impact of socioeconomic and technological factors on the training and performance of sales consultants.
If you would like to know more about this study, click here.
To read more research, see the repository of UNEATLANTICO.
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