Evaluating Sales Training Effectiveness at the Reaction and Learning Levels

Abstract Sales managers acknowledge the significance of sales training in improving sales performance. This article empirically measures and utilizes trainee and trainer reaction and trainee learning feedback in a sales training service program to provide managers with guidance for more accurately assessing sales training programs and implementing needed improvements. Findings suggest that sales managers should set a priori standards for assessing trainee reaction ratings and knowledge levels for their training programs. Companies should also utilize a high-quality instructor and incorporate trainer evaluations to improve lower level assessment of sales training.