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).