Conclusion
The purpose of sales force training is to make salespeople successful. Training programs need to change as capability gaps arise. A significant capability gap exists when a candidate is hired, and so most organizations have training programs for new salespeople. Changes in selling environments frequently induce capability gaps that require that a company modify its selling strategy and selling process. Too many companies are slow to make this adjustment. The training and development review process developed in this chapter can diagnose when and what training program change initiatives are necessary for enhanced sales force effectiveness.
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