well-trained salespeople are a crucial part of any successful business. there are a plethora of sales training programs out there that claim to turn even novices into expert salespeople. some training programs focus specifically on increasing productivity — generating more leads, uncovering more prospective clients and making more sales pitches. a training program that focuses on productivity should be evaluated by the increase in participant productivity following the program. evaluate these programs by the change in closing ratio of participants from before and after the program.
programs that focus on increasing sales volume may identify common, unidentified needs to which salespeople can sell to improve volume per customer. as with other types of sales programs, evaluate based on the change in participants’ metrics from before and after the program. ultimately, any training program must be evaluated for its return on capital. calculate how much it will cost to send each person to the program, and set a desired return on investment. track the salespeople’s numbers after the program to show the actual return on capital, and compare the rate of return to the rates of return on other potential investments. he currently advises families on their insurance and financial planning needs.
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