THE IMPACT OF SALES TRAINING PROGRAMS ON SALES PERFORMANCE
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Abstract
THE IMPACT OF SALES TRAINING PROGRAMS ON SALES PERFORMANCE
This study aims to evaluate the impact of sales training programs on sales performance. Objectives include: (1) assessing the effectiveness of training programs on improving sales skills, (2) examining the correlation between training duration and sales outcomes, and (3) identifying the most effective training methods. A survey design is employed due to its effectiveness in gathering quantitative data from a large sample, which is critical for generalizing results. The sample size is determined using Taro Yamane's formula, yielding 400 respondents, ensuring a representative sample. A case study of the retail sector in Lagos, Nigeria, is selected for its dynamic sales environment. The reliability coefficient score of the survey instruments is 0.85, indicating high reliability. Findings reveal that comprehensive sales training significantly enhances sales performance, with extended training durations leading to better results. Interactive and hands-on training methods are identified as the most effective. Recommendations include implementing regular and diverse training programs to sustain and improve sales performance.
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