Effective sales training in a direct selling organization

Abstract

The study examined the effectiveness of sales training in a direct selling organization. Using a three stage model of effective training, sales managers determined the training needs assessment, transfer of training and training evaluation. Interview respondents consist of sales managers who are responsible to manage the sales force. When all three-assessment stages are applied to plan for an effective sales training, sales managers can take continuous actions to improve and increase the value of sales training. Based on the analysis, a one to one approach is very important in conducting training needs assessment and transfer of training. Training evaluation is not only able to measure unit sales but also gauge improved sales skills. This study also provides implications to management and the agenda for future research.