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Measuring And Evaluating Sales Force Training Effectiveness: A Proposed And An Empirically Tested Model, Ashraf Magdy Attia

Theses and Dissertations in Business Administration

Recent reports show that 95% of organizations conduct some form of sales training and organizations spend more than $30 billion dollars annually on sales training programs. According to {\it Sales \& Marketing Management\/} (1993), the average estimated field training costs for a sales trainee is \$37,000. Due to the accelerating investments in sales training, Honeycutt, Ford, and Rao (1995) found that 57% of sales training executives said that the major area in greatest need of additional research is determining sales training effectiveness.

The research contained herein addresses a gap in the marketing literature by: (1) proposing and testing a model …