How do you measure the effectiveness/impact of sales training conducted within your organization?

The best and quickest not necessarily the easiest is to begin with the end in mind What results do you desire from this training? Those results need to be quantified (numbers). Also using Kirkpatrick's 4 Levels of Evaluation is a great way to work up to impact evaluation.

Hi Dave! Two key elements ...

Before creating or conducting any training, agree specifically on what the reps are supposed to do differently or better as a result of the training. Specifics, not generalities. Produce and conduct the training and always include practice. Then afterwards, watch and listen to how well the reps are doing what they learned.

Second, provide for time. Any given training can produce quick behavior improvement, but not necessarily more immediate sales. Sales lift and "sustainability" depend on the systems, processes, and management's ability and will to endorse and enforce the training. The good news is that targeted training plus sales tenure almost always yields good results.

Hi Dave,

John's measuring sticks are right on the mark. Note that most sales training organizations describe their training today as changing 'behaviors.'

In addition, we are taking behavior training to the next level through Managing To Goal™, a curriculum that is founded on Training To Outcomes to bring reality to the entire process of goal attainment.

Actually one cannot change behaviors until clarity specific to the individual's beliefs are identified, acknowledge and then action taken to work with those beliefs. To raise the BAR begins with Beliefs driving Actions creating Results. By defining the results, first, then working with beliefs along with some new attitudes, knowledge, my and measurable written goals is probably the best way to secure sustainable change be it in sales training or any other aspect of life.