The Future of Sales Training: Challenges and Related Research Questions

Abstract

This paper discusses four key challenges and related research questions that will be critical to the future success of sales training in three major areas: content development, delivery, and evaluation. The four challenges are the changing roles of salespeople, the intensified emphasis on accountability, the enhancement of technological capabilities, and the importance of cultural diversity. To examine these issues and develop future research questions, the paper draws from reports of industry practices and academic literature in sales training, the sales/service interface, customer-oriented selling, social media, self-directed learning, and multicultural communications competency.