It has never been more important to show examples of sales skills at
work. The process to evaluate these 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.
