Abstract
Sales training practices were examined in the Malaysian banking industry. Banking sales personnel completed 292 surveys out of 750 distributed, yielding a response rate of 38.7%. Commercial banks in Malaysia followed a joint-trainer approach and utilized evaluators from middle and upper management positions to assess sales training program. Training programs used low-participative methods, like on-the-job training and lectures. Product- and service-oriented topics and result-based sales training evaluation methods were commonly practiced within the industry. Future challenges include developing flexible online training methods and selling relationships in a multiethnic country. Managerial implications are provided.
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