1. What are the benefits and limitations of focusing on only product knowledge in training?

As Susan Jamison, director of sales training at O&F Products, a world leader in consumer packaged products based in Munich Germany, leaned back in her chair, she was thinking about the upcoming semiannual sales training sessions for the European sales force at O&F. These sessions took place over three days, and while regional directors around the world could alter some of the content to fit local needs, Susan was responsible for putting together the overall outline and content of the training. O&F placed a lot of emphasis on training, and these training sessions were a major element in the company’s ongoing commitment to having the best sales force in the industry.