Theoretical Principles of Simulation-Based Sales Communication Training

Background . Simulation-based instruction can be applied successfully to communication skills training. However, communication skills training (CST) for salespeople is a somewhat underdeveloped area, and only limited knowledge of different theoretical approaches and their application to sales education is available. Aim . We introduce (a) situated learning theory (SLT) , and connect it to the theoretical framework of communication in the disciplines (CID) , and (b) principles of drama education. We apply these theories to simulation-based training in communication skills. Method . We use a Sales Theatre Workshop (STW) as an example to show how SLT and CID can guide instructional design . We explain how the principles of drama education guided the design of role-play with simulated clients and of a structured debriefing process. Results . Using SLT, the CID theoretical framework and the principles of drama education allowed successful communication learning in the STW. Following these theoretical ideas, we chose a specific communication context , created authentic client cases , emphasized reflective participation and a psychologically safe learning environment, and made the experience applicable to real sales situations. Conclusions . We conclude by stating how SLT and the principles of drama education can be applied to simulation-based training. We propose more investigation of the debriefing process as a subject for future research .