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Effective Sales Training in a Direct Selling Organization

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The study examined the effectiveness of sales training in a direct selling organization. Using a three stage model of effective training, sales managers determined the training needs assessment, transfer of training and training evaluation. Interview respondents consist of sales managers who are responsible to manage the sales force. When all three-assessment stages are applied to plan for an effective sales training, sales managers can take continuous actions to improve and increase the value of sales training. Based on the analysis, a one to one approach is very important in conducting training needs assessment and transfer of training. Training evaluation is not only able to measure unit sales but also gauge improved sales skills. This study also provides implications to management and the agenda for future research.
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Keywords: Effective Training; Sales Training; Training Evaluation; Training Need Assessment; Transfer of Training

Document Type: Research Article

Affiliations: 1: International Business School, Universiti Teknologi Malaysia (UTM), Kuala Lumpur, Malaysia 2: Graduate School of Business, Universiti Kebangsaan Malaysia (UKM), Bangi, Selangor, Malaysia

Publication date: April 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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