A Three-Stage Model for Assessing and Improving Sales Force Training and Development

Abstract

This paper extends the growing body of research in the area of sales training evaluation by proposing a three-stage model that allows sales managers to determine: (1) training needs for salespersons; (2) training impact on trainees; and (3) training impact on the firm. When all three assessment stages are utilized to plan and evaluate sales training, sales managers can plan training interventions that are aligned with the firm’s strategic focus, identify training failures, make continuous improvements, and compute the value of training. As a result, the proposed model offers both sales managers and academicians with a simplified, yet comprehensive, tool for making training assessment decisions. The paper also provides implications for sales managers, discusses assessment research challenges, and proposes a future research agenda.