In the Measure Phase we focus on measuring the success of sales training by using 5 levels of sales training measurement:
LEVEL 1 – REACTION
Definition: What salespeople think and feel about the sales training program
When: Immediately after the training
Tools: Post-training Course Evaluations (aka “Smile Sheets”); Action plan documents
LEVEL 2 – LEARNING
Definition: Increase in knowledge and skills, and change in attitudes, confidence, and commitment
When: during role-plays, plus 30-60-90 days after the training
Tools: Pre/post tests; Role-play exercises and videos; Self-assessment questionnaire about knowledge retention; skill practice observations
LEVEL 3 – BEHAVIOUR
Definition: Actual on-the-job practical application and how behaviour has changed because of the sales training
When: 2-3 months after the training
Tools: Coaching calls; Self-assessment questionnaire on the use of new skills with confirmation from sales manager
LEVEL 4 – IMPACT
Definition: What was the impact of sales training on the business results (isolation the benefits)
When: 6 months before and 6-12 months after the training
Tools: Sales Reports; Observational and Impact Study
LEVEL 5 – RETURN ON INVESTMENT
Definition: What was the gain from the training vs. cost incurred
When: 0-24 months after the training
Tools: our ROI Calculator