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It has never been more important to show examples of sales skills at work.

The process to evaluate these sales skills is sometimes perceived as straightforward and routine, simply a matter of tracking the sales gains after the program has been conducted. But credibly Measuring the Success of Sales Training programs is a bit more involved than that. Experts in the practice of ROI measurement, Jack and Patricia Phillips have collected a new book of ROI case studies, with a focus on sales training programs. The case studies presented in this book demonstrate how to use of the ROI Methodology to properly measure the results of sales programs.

These studies come from all over the world, in many different disciplines and concentrations, from financial services to the public sector. The use of the ROI Methodology addresses issues that are sometimes omitted from other casebooks. First, since many other factors influence sales, there must always be a step to isolate the effects of the sales training program on the sales (each study features this step). Second, when converting to monetary value, only the profit margins of increased sales must be used, not the sales themselves—a mistake made by many. Third, the stream of monetary benefits for the increased profits must be conservative, usually representing only one year.

Sponsors need a credible, conservative approach to measuring ROI—one that meets these challenges. All of the case studies in this book will address these issues, providing examples and benchmarks for others to use to evaluate these important types of programs.

Book Details
ISBN: 9781562868598
Pages: 264
Publication Date:
Formats: Paperback, PDF
Product Code: 111225
About the Authors
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Praise for This Book
Allied Account Leader, Nationwide Sales Academy
Finally, something specific around measurement of sales training. Once again, this duo has created a  comprehensive  and robust  resource specific to sales training. I especially liked the case studies and data collection plans. There is a plethora of resources to mine from this publication and every sales learning professional will benefit from reading it. Well done, Jack and Patti!
Author, The Ultimate Guide to Sales Training
Wow, I redesign sales training for a living, and here’s a rare tool every sales executive should own. The charts alone are spectacular and can be used to quickly implement an analysis before and after your programs are run. I’ll be giving this book, Measuring the Success of Sales Training, to a lot of my clients and prospects.
CEO and Founder, ES Research Group
Determining the ROI in sales training has been an elusive goal for most companies. Few third-party training firms are willing to sign up for a number, while many sales leaders suggest that there are just too many variables to make sense of it all. Others try measuring outcomes, but the math just doesn’t add up. Enter Measuring the Success of Sales Training. With a deep understanding of the challenges around measurement and case studies to support their assertions, the Phillips have given us the knowledge and tools to get the job done, once and for all. This book is a must-read for anyone responsible for sales training or writing the check.
Executive Professor of Professional Selling, University of Cincinnati
The ROI measurement of sales training has come a long way since Jack Phillips’s classic, Measuring Return On Investment was published 15 years ago. This up-to-the-minute book offers sophisticated methods that match the new world of complex selling. It is a welcome and useful contribution that will do as much to help serious practitioners today as his well-known work did in the 1990s.
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