Sales Training Seminars and Tips

Measuring Sale Training Impact

Sale training can be measured in a variety of ways including [List (Items I-V) are in increasing order of business value]:

I - Prior to sale training - The number of people that say they need it during the needs assessment process.

- The number of people that sign up for it.

II - At the end of sale training - The number of people that attend the session.

- The number of people that paid to attend the session.

- Customer satisfaction (attendees) at end of sale training.

- Customer satisfaction at end of training when customers know the actual costs of the training.

- A measurable change in knowledge or skill at end of training.

- Ability to solve a "mock" problem at end of training.

- Willingness to try or intent to use the skill/knowledge at end of training.

III - Delayed impact (non-job) - Customer satisfaction at X weeks after the end of sale training.

- Customer satisfaction at X weeks after the training when customers know the actual costs of the training.

- Retention of Knowledge at X weeks after the end of training.

- Ability to solve a "mock" problem at X weeks after end of training.

- Willingness to try (or intent to use) the skill/knowledge at X weeks after the end of the training.

IV - On the job behavior change - Trained individuals that self-report that they changed their behavior/used the skill or knowledge on the job after the sale training (within X months).

- Trained individuals whose managers report that they changed their behavior/used the skill or knowledge on the job after the training (within X months).

- Trained individuals that actually are observed to change their behavior/use the skill or knowledge on the job after the training (within X months).

V - On the job performance change - Trained individuals that self-report that their actual job performance changed as a result of their changed behavior/skill (within X months).

- Trained individuals whose managers report that their actual job performance changed as a result of their changed behavior/skill (within X months).

- Trained individuals whose manager's report that their job performance changed (as a result of their changed behavior/skill) either through improved performance appraisal scores or specific notations about the training on the performance appraisal form (within X months).

- Trained individuals that have observable/measurable (improved sales, quality, speed etc.) improvement in their actual job performance as a result of their changed behavior/skill (within X months).

- The performance of employees that are managed by (or are part of the same team with) individuals that went through the training.

- Departmental performance in departments with X % of employees that went through sales training ROI (Cost/Benefit ratio) of return on training dollar spent (compared to our competition, last year, other offered training, preset goals etc.).

Other measures - CEO/Top management knowledge of/approval of/or satisfaction with the sale training program.

- Rank of sale training seminar in forced ranking by managers of what factors (among miscellaneous staff functions) contributed most to productivity/profitability improvement.

- Number (or %) of referrals to the sale training by those who have previously attended the training.

- Additional number of people who were trained (cross-trained) by those who have previously attended the sale training, and their change in skill/behavior/performance.

- Popularity (attendance or ranking) of the sale training program compared to others (for voluntary sale training programs).

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