Training a company’s sales force or teaching sales students is one of the most difficult tasks in sales force management – creating a genuine environment is almost impossible as the company’s most precious assets are its customers. Many companies will no longer be able to train their own sales people by themselves. Universities and professional training institutions will have to develop and apply innovative training concepts to provide their sales peoples with an effective skill-set. 

Various teaching and training approaches are discussed in this paper by Dr Stephan Wengler of Hof University, including a new perspective on teaching and training in the context of Key Account Management.