Salespersons' Distance Learning - Good or Bust?
This research was conducted in 1997, using six methods. These methods were: on-site instructor, written manual, a manual + video tape, video-conferencing, audio-graphics, and computer tutorial. Not used was asynchronous distance learning.
Two factors for choosing the six methods: a) training-on-demand capability, b) relative costs.
Statistics to suggest the value of distance learning: salespersons receives about 37 hours/year of training per year. The costs avoided by distance learning: vehicle travel, meals, lodging, time out of office, and loss of income.
Sample size: 550 sales personnel of one insurance company, nation-wide. A pre- and post-tests were taken.
Results:
Content (ANOVA of pre- and post-tests: a) showed significant improvement, b) there were insignificant differences between treatment groups.
Deliver method: a) training duration - minimum on manual and computer tutorial; b) work day disruption - manual, manual + video tape, and computer tutorial were least; c) media interface interference with learning - on-site rated best while manual was rated worse; d) Active learning - computer tutorial rated highest. The top three methods were computer tutorial, manual + video tape, and video conferencing.
Evaluation of long-term retention was not measured.
Cost of Delivery: a) material preparation time - significant are computer tutorial, manual, and manual + videotape; b) instructor preparation to be competent - above normal are computer tutorial, audio-graphics, and video conferencing; c) instructor/student interface - highest during on-site, audio graphics, and video conferencing; d) material reliability - manuals, manuals + video tape, and computer tutorial not dependent on instructor; e) time to effect training - widest coverage in minimum time is manuals and manuals + video tape. This also has the greatest ability to provide training on demand; f) ease of revision - easiest is on-site, video conferencing and audio-graphics; g) cost - highest investment is video conferencing and on-site trainer.
That's the gist. The documentation will aid further research.
Reference
Erffmeryer, R.C. & Johnson, D.A. (1997). The future of sales training: making choices among six distance education methods. The journal of business & industrial marketing. 12. 3/4.
Two factors for choosing the six methods: a) training-on-demand capability, b) relative costs.
Statistics to suggest the value of distance learning: salespersons receives about 37 hours/year of training per year. The costs avoided by distance learning: vehicle travel, meals, lodging, time out of office, and loss of income.
Sample size: 550 sales personnel of one insurance company, nation-wide. A pre- and post-tests were taken.
Results:
Content (ANOVA of pre- and post-tests: a) showed significant improvement, b) there were insignificant differences between treatment groups.
Deliver method: a) training duration - minimum on manual and computer tutorial; b) work day disruption - manual, manual + video tape, and computer tutorial were least; c) media interface interference with learning - on-site rated best while manual was rated worse; d) Active learning - computer tutorial rated highest. The top three methods were computer tutorial, manual + video tape, and video conferencing.
Evaluation of long-term retention was not measured.
Cost of Delivery: a) material preparation time - significant are computer tutorial, manual, and manual + videotape; b) instructor preparation to be competent - above normal are computer tutorial, audio-graphics, and video conferencing; c) instructor/student interface - highest during on-site, audio graphics, and video conferencing; d) material reliability - manuals, manuals + video tape, and computer tutorial not dependent on instructor; e) time to effect training - widest coverage in minimum time is manuals and manuals + video tape. This also has the greatest ability to provide training on demand; f) ease of revision - easiest is on-site, video conferencing and audio-graphics; g) cost - highest investment is video conferencing and on-site trainer.
That's the gist. The documentation will aid further research.
Reference
Erffmeryer, R.C. & Johnson, D.A. (1997). The future of sales training: making choices among six distance education methods. The journal of business & industrial marketing. 12. 3/4.
posted by Larry O at 13:34
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