AN OBJECTIVE EVALUATION OF A BEHAVIOR MODELING TRAINING PROGRAM

Abstract

Past research on the effects of behavior modeling training has rarely focussed on actual changes in job performance. This paper describes a study in which results of a behavior modeling training program for sales representatives were evaluated in relation to effects on the sales performance of the participants. Sales associates selling large appliances, radios, and television sets for a large chain retailer in seven stores in one metropolitan area participated in a behavior modeling training program designed to improve their sales effectiveness. Before and after comparisons were made in their sales records with similar sales associates in seven matched stores who participated in other kinds of sales training during the same period. Sales representatives who received the behavior modeling training increased their sales by an average of 7% during the ensuing six‐month period, while their counterparts in the control group stores showed a 3% decrease in average sales. The extra effort entailed in obtaining the needed sales records seemed to be worthwhile in providing convincing evidence of the value of the training.

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