engleski

Evaluation of Sales Training programmes in Croatian companies

Highly skilled, knowledgeable and learning oriented sales force is key factor in today’s changing business environment. Training has become more crucial factor in human resource development than ever. Using well designed and carefully conducted training courses companies can develop competitive and adaptable sales people. When it comes to training, more and more Croatian companies are stepping forward showing interest for training implementation. Croatian companies are trying to find the best combination of training topics and training methods to make training more effective. Effective training must have value for the company and companies are struggling to asses that value while it can be due to many factors. Training evaluation is inseparably linked to training objectives while the success and effectiveness of the conducted training depend on achieving training goals. Because of its complexity evaluation aspect of training is often overlooked. It is important for companies to work on developing training measurement techniques in order to be able to rate training expenditure allocation and to make plans for future training design. Currently, the most commonly used training evaluation methods are Changes in sales value, Number of new clients gained and Sales target realization. Although many evaluation methods are present in Croatian companies the general attitude is that Croatian companies do not evaluate their training programmes systematically.

Sales training; evaluation; Croatia

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