The Value of Training

Top performing companies not only recognize the importance of their people but also the need to provide the right skills to enable their people. 71% of CEOs cited human capital, ahead of products, customer relationships and brands as the leading source of sustained economic value. In addition CEOs ranked “People Skills” in the top 4 “External forces impacting the enterprise”. 84% of employees in Best Performing Organizations are receiving the training they need compared with 16% in the worst performing companies.

Today more than ever, companies need to maximize their human capital by providing the right skills at the right time for the right people. Embracing the right level of sales training, enablement and engagement can dramatically reduce attrition and safeguard the investment made in hiring.

Employees who do not feel they can achieve their career goals at their current organization are 12 times more likely to consider leaving than employees who do feel they can achieve their career goals. Even worse, this number skyrockets to about 30 times more likely for new employees. Considering the amount companies invest in the recruitment process and the time lost to filling the same role again, the impact to performance and margin can be significant.

Perceptions of Training

It is clear senior management teams at successful companies recognize the need for skills and training. There is a disconnect however between what the senior management believe is being delivered and what is actually being delivered.

Decision-makers — senior leaders and HR professionals seem to be a little more optimistic. Seven out of 10 HR professionals believe employees are getting the training they need and that figure rises to eight out of 10 among senior leaders. Clearly a disconnect exists between decision-makers and training recipients, perhaps resulting in under-investment in training in many organizations.

One solution for this disconnect may be a lack of objective training performance metrics. According to Dr. Donald Kirkpatrick, Professor Emeritus at University of Wisconsin and Honorary Chairman of Kirkpatrick Partners, there are four ways to evaluate training: reaction, learning, behavior and results.

The Profession of Radio Sales Course centers around evaluating salespeople using these four criteria:

  • The reaction to the training is evaluated by giving students a survey about the training quality (reaction).
  • The retention of the content is measured by testing students on the content taught in the sales course (learning).
  • The application of the tactics and skills is measured by monitoring sales call activity and reviewing call reporting results (behavior).
  • The results of the training are determined by measuring changes in sales performance both before and after the training (results).

Request more information

If you would like more information about how you can improve the results from your training investment, send us an email. Can’t wait? Call Spike Santee at 785-230-5350.

Spike SanteeThe Value of Training