Influence of e-learning on sales productivity
David T. Livingston, Capella University, United States
Doctor of Philosophy, Capella University . Awarded
For companies to stay competitive, they must continually bring new products and services to the marketplace. One strategy organizations can use to support this requirement is to provide their sales force with training that enables revenue generation. The types of instructional methods and media used to deploy the training can have an impact on the overall performance of the employee and the organization. Companies are concerned about increasing productivity that will lead to increased sales and revenue. With the ongoing shift to the use of e-learning media and delivery, this study focused on the influence that product e-learning has on sales performance and productivity.
The purpose of the study was to ascertain whether e-learning resulted in higher or lower productivity, achievement of improved customer satisfaction, improved effectiveness, and adequate transfer to support performance. Using mixed methods methodology, data was collected through surveys, interviews, and analysis of extant performance data. This dissertation does not challenge the concept that there is no significant difference in traditional face -to -face and e-learning delivery; rather, it acknowledges the shift to e-learning and studies e-learning's impact on product-centric knowledge in a corporate sales environment. The targeted group for the study was sales representatives and sales specialists who have responsibility to sell and market technical solutions to their customers. There was no significant difference in performance and productivity of sales representatives and sales specialists when comparing the pre- and post-revenue performance for those that completed the product e-learning course. Anecdotal descriptions from study participants recognized the subjective value of the product e-learning training and encouraged continuation of the effort. Recommendations were made for further research regarding methods to improve performance from the e-learning experience.
Livingston, D.T. Influence of e-learning on sales productivity. Doctor of Philosophy thesis, Capella University.
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