Abstract
Sales managers acknowledge the significance of sales training in improving sales performance. This article empirically measures and utilizes trainee and trainer reaction and trainee learning feedback in a sales training service program to provide managers with guidance for more accurately assessing sales training programs and implementing needed improvements. Findings suggest that sales managers should set a priori standards for assessing trainee reaction ratings and knowledge levels for their training programs. Companies should also utilize a high-quality instructor and incorporate trainer evaluations to improve lower level assessment of sales training.
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