Assessing Sport-Sales Training Effectiveness: To Enhance Sales Performance of Prospective Sales Employees

R. Southall, R. Dick, Thomas A. Pollack
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引用次数: 2

Abstract

The majority of entry-level positions within the sport industry fall in the area of sales. Yet, only recently have sport-management programs begun to offer courses devoted to sales education and training. The discipline of sales provides an ideal opportunity to incorporate experiential-based learning. While several recent articles have examined the application of experiential-learning to courses focused on ticket sales, this article presents the results of the first systematic assessment of such courses’ effectiveness. Specifically, this paper presents the results of an evaluation of sales-training programs that incorporate Southall, Nagel, LeGrande, and Han’s (2003) metadiscrete experiential learning model and the application of this model to a sport-sales specific curriculum as presented by Irwin, Southall and Sutton (2007). Among sampled students (N = 261), survey results revealed significant differences in all assessed categories related to students’ knowledge, skills and attitudes related to sport sales. This article discusses study findings and significance of conclusions for future sport-management program development.
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评估体育销售培训效果:提高潜在销售人员的销售绩效
体育行业的大多数入门级职位都属于销售领域。然而,直到最近,体育管理项目才开始提供专门针对销售教育和培训的课程。销售学科提供了一个理想的机会,以结合经验为基础的学习。虽然最近有几篇文章研究了体验式学习在门票销售课程中的应用,但本文提出了对此类课程有效性的首次系统评估的结果。具体而言,本文介绍了对销售培训项目的评估结果,该项目结合了Southall、Nagel、LeGrande和Han(2003)的元离散体验式学习模型,并将该模型应用于Irwin、Southall和Sutton(2007)提出的体育销售特定课程。在抽样学生(N = 261)中,调查结果显示,在与体育销售相关的学生知识、技能和态度的所有评估类别中,都存在显著差异。本文讨论了研究结果及结论对未来体育管理专业发展的意义。
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