How can you involve sales managers in evaluating their team's training?

1 Why involve sales managers?

Sales managers play a key role in the success of their team's training, as they are responsible for setting goals, monitoring progress, and reinforcing learning. By involving sales managers in the evaluation process, you can benefit from their insights, observations, and suggestions, as well as increase their buy-in and commitment to the training outcomes. Moreover, you can foster a culture of continuous learning and improvement, where sales managers and their team members collaborate and communicate effectively to achieve their objectives.

3 How to involve sales managers?

There are various ways to involve sales managers in the evaluation process, depending on the level and type of evaluation you want to conduct. For example, sales managers can attend or observe training sessions and share their impressions, opinions, and recommendations. They can also review learning objectives and outcomes with their team members, monitor and coach them on how they apply what they learned, track the impact of the training on their team's sales performance, and measure relevant indicators and metrics. Additionally, they should provide regular feedback on their team members' performance, document changes in their behaviors, habits, or strategies, and share and discuss results with their team members.

4 How to use evaluation models?

You can use different evaluation models to guide and structure your evaluation process, and involve sales managers in various ways. Kirkpatrick's Four Levels of Evaluation is a popular choice; it evaluates training programs based on reaction, learning, behavior, and results. Brinkerhoff's Success Case Method evaluates the training programs based on the success stories and failures of the participants. Phillips' ROI Methodology takes into account the return on investment (ROI) of the training, which is calculated by comparing the benefits and costs. You can select the model that best suits your needs, goals, and resources to involve sales managers in different stages and aspects of the evaluation process.

5 How to communicate and report the evaluation results?

The final step of the evaluation process is to communicate and report the evaluation results to relevant stakeholders, such as senior management, trainers, participants, and customers. This allows you to share achievements, challenges, and lessons learned from the training programs, as well as make informed decisions and recommendations for future improvements. To effectively communicate and report the results, use clear, concise language and visuals like charts, graphs, tables, or infographics to present the data and findings. Additionally, highlight key messages, conclusions, and recommendations that link to training goals and objectives. Provide evidence, examples, and testimonials to support claims and arguments. Furthermore, address expectations, interests, and concerns of your audience by tailoring your communication and report to their needs and preferences. Invite feedback from your audience by engaging them in a dialogue and discussion. Lastly, involve sales managers in the evaluation process by acknowledging their contributions and celebrating their successes while soliciting their feedback for future actions.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?