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The future of sales training: making choices among six distance education methods

Robert C. Erffmeyer (Associate Professor of Marketing in the Management and Marketing Department at the University of Wisconsin‐Eau Claire)
Dale A. Johnson (Professor of Management Information Systems at the University of Wisconsin‐Eau Claire)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 June 1997



Previous research has revealed that sales trainers have been reluctant to incorporate distance education training methods into their programs. This study investigated the effectiveness of six different teaching methods in delivering one sales training course to a national salesforce from one organization. Training methods ranged from no‐tech to high‐tec and included: an on‐site instructor, a written manual, a manual plus videotape, video‐conferencing, audio‐graphics and an interactive multi‐media computer‐based training program. Pre‐ and post‐training evaluations of course content indicated significant improvements. Media were evaluated in terms of training required, number of participants to be trained and other technical considerations. Measures of course content revealed no significant differences in terms of delivery methods. Strengths, weaknesses and situations for optimal utilization of media and delivery method were identified. Findings should assist sales training managers in making more informed choices among distance education delivery options.



Erffmeyer, R.C. and Johnson, D.A. (1997), "The future of sales training: making choices among six distance education methods", Journal of Business & Industrial Marketing, Vol. 12 No. 3/4, pp. 185-195.




Copyright © 1997, MCB UP Limited

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