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.

中文翻译：

---

在反应和学习层面评估销售培训的有效性

摘要

销售经理承认销售培训对提高销售业绩的重要性。本文通过实证测量和利用销售培训服务计划中的学员和培训师反应以及学员学习反馈，为管理人员提供指导，以更准确地评估销售培训计划并实施所需的改进。调查结果表明，销售经理应该为评估受训者的反应评级和培训计划的知识水平设定先验标准。公司还应利用高素质的讲师并纳入培训师评估，以改进对销售培训的较低级别的评估。