The future of sales training: making choices among six distance education methods

The future of sales training: making choices among six distance education methods Previous research has revealed that sales trainers have been reluctant to incorporate distance education training methods into their programs. This study investigated the effectiveness of six different teaching methods in delivering one sales training course to a national salesforce from one organization. Training methods ranged from no‐tech to high‐tec and included: an on‐site instructor, a written manual, a manual plus videotape, video‐conferencing, audio‐graphics and an interactive multi‐media computer‐based training program. Pre‐ and post‐training evaluations of course content indicated significant improvements. Media were evaluated in terms of training required, number of participants to be trained and other technical considerations. Measures of course content revealed no significant differences in terms of delivery methods. Strengths, weaknesses and situations for optimal utilization of media and delivery method were identified. Findings should assist sales training managers in making more informed choices among distance education delivery options. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

The future of sales training: making choices among six distance education methods

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858629710188027
Publisher site
See Article on Publisher Site

Abstract

Previous research has revealed that sales trainers have been reluctant to incorporate distance education training methods into their programs. This study investigated the effectiveness of six different teaching methods in delivering one sales training course to a national salesforce from one organization. Training methods ranged from no‐tech to high‐tec and included: an on‐site instructor, a written manual, a manual plus videotape, video‐conferencing, audio‐graphics and an interactive multi‐media computer‐based training program. Pre‐ and post‐training evaluations of course content indicated significant improvements. Media were evaluated in terms of training required, number of participants to be trained and other technical considerations. Measures of course content revealed no significant differences in terms of delivery methods. Strengths, weaknesses and situations for optimal utilization of media and delivery method were identified. Findings should assist sales training managers in making more informed choices among distance education delivery options.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Jun 1, 1997

Keywords: Distance learning; Education; Sales training

References

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