sales training effectiveness measurement

Over 60 billion dollars are spent annually on training and performance initiatives in the United States. How much are you spending on sales training programs, and do you know if it’s working?


Investing in sales training without measuring the results is like training all season for the big game and never knowing the score. Dive into measurements that will keep you, and your training program accountable with these tips.

1.  How Do Your Sales Reps Feel?

A great way to measure how successful your sales training program is through the level of satisfaction your reps feel. Do they walk away annoyed and uninspired? Or are they eager to continue training to improve their game?

Build your programs with bite-sized modules that your sales reps can access from anywhere, and incorporate video and technology as much as possible. Remember, people are 75% more likely to watch a video than read print.

Making your training more digestible should keep your reps happier and more engaged. Measure their response using online surveys and one-on-one or group discussions post-training. You can compare responses over time and as you develop your program to keep a pulse on your success.  

2.  Did Your Sales Training Improve Basic Knowledge?

Your sales training covers mission-critical information about your customers, products and services, and your industry. Your sales reps cannot excel without this information. Are you 100% sure they have it down?

You may think you’re covered by just including the information in your training, but you need to take it a step further. Add quizzes and other methods for measuring knowledge into your sales training repertoire. Take it beyond traditional Q&A’s and record sales pitches using critical data points before and after training. Easy online recording software makes it simple to record, watch, and share. Use top performers as learning opportunities for the rest of your team.

Sales training effectiveness software

Even better, you can also compile data from your team to establish baseline scores and pinpoint exactly where your reps should be in the training process. Locking in your analytics will help determine the potential for each of your sales reps.

3.  Did Your Sales Reps Change Their Behavior?

Testing the knowledge of your team is one thing, but are they actually changing their behavior? Using a CRM like Salesforce to track everyday activities can help measure exactly how your reps are applying certain aspects of their training. Studies show employing regular use of your CRM could increase sales productivity by up to 44%.

If your training includes calls to action like hitting the phone, or more follow up via email, you can easily track these outcomes in your CRM. Are you rolling out new marketing materials in your training but have no idea if reps are actually using them? Why not track how many times they’ve been sent out and if any sales stemmed from those interactions?

Establish baselines before training and then hold your reps accountable with daily, weekly, or monthly goals. Your sales training shouldn’t just be a transfer of information. It’s an opportunity to get your team revved up and actually impact sales revenues.

4. Did Overall Sales Performance Improve?

Measuring the success of your training program is a puzzle. Looking at one, or even a couple of pieces, won’t give you an accurate picture of performance. Imagine a world where your reps are motivated, they’re scoring perfectly on assessments and their activity level has skyrocketed. Sounds pretty sweet right? But what if your revenue needle had not moved an inch? Never forget that over one trillion dollars are spent annually on sales forces, and your goal is to make a profit.

sales training effectiveness

You have to see the big picture. Increasing sales and growing revenue are the metrics you want all the smaller activities to move. Tracking small activities can help you pinpoint which areas are working, and which still need help, but you still need to keep one eye on the prize.

When it comes to tracking big improvements look at things like:

  • Sales revenue
  • Percent of reps meeting quota
  • Time to first sale

5.  Are Long Term Measurements Adding Up?

After you have the big picture dialed in, dig even deeper. Your sales training can improve a whole lot more than just revenue. These critical initiatives can impact your employee retention rate, as well as customer satisfaction.

Keeping an eye on long term measurements like putting that last piece in the puzzle. You’re bases are covered, and now you’re putting the analytics cherry on top!

Want More on Sales Training?


New Call-to-action