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New evaluation metric for measuring sales training effectiveness

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  • Oh, Joon-Hee
  • Johnston, Wesley J.

Abstract

Researchers have suggested several metrics to evaluate and demonstrate the effects of different types of training on salespeople. However, despite their contribution, these metrics are not practical for evaluating developmental interventions, mainly because of measurement difficulties, data accessibility issues, and the longitudinal nature of training. Therefore, a new metric must be developed that compensates for the shortcomings in evaluating sales training effectiveness. Therefore, this study develops and presents an evaluation metric to help companies better evaluate their intervention strategies. First, salespeople’s talent and selective learning for talent construction are recognized and presented to support the metric conceptually. Subsequently, the metric is assessed using a strategic simulation. Results show that improved practicality of the metric contributes to companies’ evaluation of intervention strategies to increase training effectiveness.

Suggested Citation

  • Oh, Joon-Hee & Johnston, Wesley J., 2023. "New evaluation metric for measuring sales training effectiveness," Journal of Business Research, Elsevier, vol. 156(C).
    • Handle: RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009237
    DOI: 10.1016/j.jbusres.2022.113458
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    References listed on IDEAS

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    5. Valerie Good & Douglas E. Hughes & Alexander C. LaBrecque, 2021. "Understanding and motivating salesperson resilience," Marketing Letters, Springer, vol. 32(1), pages 33-45, March.
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