Sales training evaluation model (STEM) - A conceptual framework

Sales training methodologies have one main objective: to develop a producti ve salesperson. The challenges to sales managers, as presented in recent ma rketing literature, are numerous. Incomplete understanding by sales manager s about the relationship of different training methodologies available and the ability to measure effectiveness is particularly problematic. To better understand the role of sales training effectiveness within the industrial organization the authors introduce a conceptual framework called the Sales Training Evaluation Model (STEM). To reflect the sales training environment , STEM incorporates five unique aspects or categories: (I) reaction of any participant involved including sales trainers and trainees; (2) changes in attitude, knowledge, and skills among the trainees involved; (3) behavior c hanges among the trainees involved; (4) tangible measurements such as sales performance; and (5) other evaluative approaches. (C) 1998 Elsevier Scienc e Inc.