Abstract
Sales trainers have been reluctant to incorporate high-tech and distance education teaching methods in their courses. This study investigated the effectiveness and efficiency of six different teaching methods in delivering one sales training course to 550 sales personnel in one organization. Training methods evaluated ranged from no-tech to high-tech and included: an on-site instructor (traveled to distant sites), a manual, a manual plus videotape, videoconferencing, audiographics and an interactive multi-media computer-based training program. Post-course evaluations revealed significant improvements from pre-course measures. Media were evaluated in terms of training-on-demand capability, length of development time, technology required, instructor training required, number of participants to be trained and technical requirements for signal generation. Measures of course content understanding revealed no significant differences in terms of delivery method. Strengths, weaknesses and situations for optimal utilization of each media and delivery method were identified.
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