Sales Training and Education : Some Assumptions about the Effectiveness of Sales Training

Abstract

Many companies make substantial investments in training their sales personnel. A key question, however, is what factors are related to the effectiveness of sales training? Sales management writers, as well as sales trainers and managers, seemingly hold certain assumptions about what variables are associated with sales training effectiveness. This paper examines eight such assumptions and then reports the results of a study that explored whether the assumptions are justified. Study findings raise questions about some of these assumptions. Implications for sales managers are also offered.

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