Addressing Service Challenges to Improve Sales Training

Abstract

Sales training is an educational service provided to new and existing salespersons to improve their performance. Higher-level evaluation helps reduce the incidence of service-related problems and results in higher quality sales training being provided. The purpose of this research is to make recommendations for improving the process of evaluating sales training services by examining an empirical evaluation attempted at a global firm in Egypt and the deconstructing problems that limited effective higher-level evaluation. After discussing each assessment problem area, sales managers and sales trainers are offered recommendations for reducing future evaluation problems.

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