Shortcomings of sales training programs

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An investigation was conducted that examined the extent to which sales training objectives are used in conducting sales training programs. Findings suggest that specific training objectives are utilized by a proportion of companies to plan and manage sales training activities. However, the systematic setting of training objectives is not practiced by many firms. These firms allow one individual or functional area to set goals, fail to seek input from experienced sales people, set general objectives, and possess differing perceptions regarding what should be taught. Implications of these findings are discussed.