An Analysis Of Topical Training Areas Perceived As Desirable By Sales Managers

Abstract

The results of responses from 296 sales managers surveyed on topical areas perceived as significant enough to be covered in training programs are analyzed. Based on the respondents evaluations of a set of topical areas whereby they were asked to indicate the importance of training topics, an analysis is provided across relevant segments and implications drawn. There were relatively little differences in the perceived importance of training topics between sales managers of both industrial and consumer goods as well as large and small sized companies. However, numerous differences of the importance of perceived training topical areas are reported across the career life cycle stages of the sales force.