ASSESSING SALES TRAINING EFFECTIVENESS: WHY GOAL-SETTING STRATEGY MATTERS

Stefanie L. Boyer
Bryant University
Michael Rodriguez
North Carolina State University
Andrew Artis
University of South Florida
Mariah E. Garcia
Bryant University

ABSTRACT

Research on goal setting is one of the most researched areas in the management literature. Studies show that setting specific and challenging goals can improve employee performance. This study investigates the role of goal setting strategy in assessing sales training effectiveness. Three years of goal setting data collected at the end of a sales training program are analyzed using a content analysis. The analysis illustrates how goal setting strategy used in formulating 30-day goals impacts goal attainment as an assessment of sales training effectiveness. Vague goal setting was predominantly used in the sample, which prevents measures and metrics to be used to assess goal attainment, even though participants used action words to describe their goals. Therefore, trainers should educate and encourage S.M.A.R.T. (Specific, Measureable, Assignable, Realistic, Time-based) goal setting to support goal attainment and aid in the assessment of sales training effectiveness.
Keywords: Sales, sales training, goal development, sales performance, S.M.A.R.T. goals, goal setting