Sales training consultants play a pivotal role in determining the personal selling objectives of a firm. The first task in sales management is to determine the place of the selling personal in the marketing mix of the firm and to set the personal selling objectives. The role, as well as the objectives of personal selling may vary from firm to firm. They depend on the overall objectives of the firm, the overall strategy adopted by it, the types of products marketed, the nature of the target market chosen, the type of channel pattern chosen, the resources available and competitors practices in these aspects.

Setting personal selling objectives assists in assigning a clear and definite role to the sales force within the overall marketing program of the firm. It also facilitates the determination of the size and quality of the sales force. The selection of salesmen, as well as an evaluation of their performance at a subsequent stage rest on the personal selling objectives of the firm. The personal selling objectives are influenced by the relative priorities assigned by the concerned firm to its various marketing objectives. For example, they vary depending on whether the firm wants sales in the short run, or sustained market share over a long period, and whether it accords a higher priority to short-term profits or to building enduring customer satisfaction. The personal selling objectives will also depend on objectives that are set in respect of other elements of the marketing mix.

Sales training consultants also play a role in ensuring the growth of the firm. They foster an atmosphere of growth. In addition, they assist the firm in the management of change. In a dynamic market, customer preferences and competitive forces are constantly changing; so too are technology and marketing methods. Sales costs increase rapidly. In managing all these changes, the firm depends largely on the consultants. In fact, the firm needs the help of consultants not only to cope with the problems of change, but also to exploit new opportunities that keep unfolding as a result of the changes.