The sales training development process begins with a needs assessment and ends with evaluation. It is considered a circular or iterative process because assessment results should feed into future needs assessment. Now, let's begin at the top of the cycle, needs assessment. Conducting a training needs assessment serves to identify the gaps between the salesforce abilities and the required job activities. In doing this, a sales manager should evaluate a salesperson's background as well as previous job experiences. The next step is developing training objectives. The overarching objective of a training program is to make the salesforce more productive. The specific objectives should address the gaps identified in the training needs assessment. When developing objectives, it is helpful for the objectives to be smart. What we mean by this is as follows. Well-written objectives are specific. You need to be clear about what, where, when, and how the situation will be changed. Measurable, an objective has to quantify the targets and benefits. Achievable, the objective should be able to be met. Realistic, you should be able to obtain the level of change reflected in the objective. Lastly, time-bound, it is important to state the time period in which each will be accomplished. So, let's take a look at some objectives. What do you think is wrong with each of these? Grow sales. It isn't specific. Build a world-class salesforce. It isn't measurable. Double sales. It may not be attainable. Now, it's your turn. Your assignment is to write well-written training objectives using SMART. Take a look at the table and review the training objectives listed. Next, use the criteria for SMART objectives and rewrite each entry. Make sure that each revision meets each stage in the SMART criteria. Good luck.
