The difficulties of evaluating sales training

Practitioners and researchers acknowledge the importance of sales training; however, limited attention is devoted to empirical sales training evaluation practices, This article addresses four major sources of sales training evaluation difficulties: (1) managerial perceptions; (2) evaluation restrictions; (3) methodological problems: and (4) lack of empirical evidence. After discussing each area, managers are provided with suggestions that can be implemented to minimize sales training evaluation problems. (C) 2002 Elsevier Science Inc. All rights reserved.