engleski

Impact of Sales Trainings on Sales Results of a Croatian Companies

At the time when most executives struggle with how salespeople should add value, especially in today’s multi-channel environment, ever greater sales effectiveness is needed. An important indicator of an effective sales force training program is the evaluation of whether or not the training has directly impacted professional selling. Despite of spending significant resources on sales trainings, assessing the training effectiveness often seems to be a challenging task for the Croatian companies. The main goal of this paper was to investigate the existence of direct relationship between sales trainings and sales results in the Croatian companies. Using the four level model (1 reactions, 2 learning, 3 behavior, 4 results) developed by Kirkpatrick evaluation has been done for each level. Information from each prior level served as a base for the next level’s evaluation. Thus each successive level represented a more precise measure of the effectiveness of the training program, but at the same time required a more rigorous and time consuming analysis. Research sample consisted of 200 sales professionals from different Croatian companies. Since there is little empirical work available as a guide in the design and implementation of sales training programs, research results offered direct implications for enhancing sales training programs on the Croatian market. The results provided empirical evidence of the importance of sales trainings investment as a means of increasing the sales performance.

Sales; Sales Training Evaluation; Croatia

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