Abstract
Developing a successful and productive salesperson is a great challenge to sales managers. Sales training seems to moderate the relationship between sales force performance and effectiveness. As considerable amount of time and money is annually invested in sales training programs the interest for its effects on sales trainees and company’ s performance is understandable. The aim of this article is to explore recent developments and find out the prevailing attitudes of Croatian companies towards the Sales training practice as well as to explore different training concepts designed for Sales personnel in Croatia. The paper also encompasses an extensive overview of used training types, training frequency and continuity, and estimation of average training budgets. The research has also examined who is in charge of delivering sales trainings in Croatian companies. The special questionnaire was designed to carry out the research and to test and verify hypothesis. The questionnaire was applied to purposive sample of SMEs as well as to large companies. The importance of well conducted research on presently used sales training behavior can be extremely beneficial for the development of more efficient trainings in the future as sales efficiency represents one of the core components of company’ s competitive performance in the turbulent and progressively more competitive marketplace.
Published Version
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