Measurement at All Levels of Performance
Discover a measurement approach that ensures your training investment delivers results.
Investing in your sales team’s effectiveness, like all significant business investments, needs to be monitored. We offer a systematic approach to measuring sales performance that creates visibility into the sales training’s value, uses data to guide decision making, builds momentum that keeps leaders, managers, and salespeople engaged in your sales effectiveness initiative and accountable for outcomes.
Our measurement approach is based on the Kirkpatrick Model, a globally recognised method of evaluating the results of training and learning programmes. It assesses both formal and informal training methods and rates them against four levels of criteria: reaction, learning, behaviour, and results.
Level 1: Reaction
Time Frame: Immediately after training
Instrument(s): Post-training survey
Measuring reaction takes place immediately following completion of a workshop or online course in the form of an online survey after the training. This survey measures participant satisfaction with the programme, relevancy of the content, quality of the training delivery, the extent to which participants feel they will use the training, and whether they would recommend the training to others. Additionally, we gauge commitment to change to give you the earliest indicators of your team’s willingness and plans to adopt the changes back on the job.
We deem the results of a Reaction survey positive if participants report that the training was highly relevant to the challenges that they face, that they developed key skills that will make them more effective, and that the training was deeply engaging. To ensure these outcomes, Richardson Sales Performance adheres to adult learning principles in the design of its programmes and uses the Socratic method of facilitation in a way that builds upon participants’ prior experience.
Level 2: Sales Training Knowledge Retention
Time Frame: 1-3 months after training
During a time period lasting one to three months after a sales training event, we track and reinforce knowledge gained from the training using QuickCheck™, our mobile knowledge mastery tool. This technology enables performance measurement and knowledge retention through e-mail-based behavioral scenarios in less than five minutes per day.
Typically, QuickCheck™ runs for 12 weeks and can be structured as a learning game to harness the competitive spirit of the participants and drive utilisation. The QuickCheck™ program provides real-time, on-demand access to participants’:
- Level of engagement
- Knowledge retention
- Performance on specific content through its easy-to-interpret administrative dashboard
The analytics provide actionable intelligence based on snapshots or trends over time. Data tagging allows you to analyse the data in ways that are the most meaningful to your organisation. During the programme, we will provide you with updates on the level of engagement and who, if anyone, from your team is falling behind in the programme. After the first programme, we will walk you through the results, providing you with insights into how your team has performed over time and how well they have mastered the key concepts from the workshops.
Real-Time Sales Manager Dashboards
QuickCheck® Analytics delivers standard weekly reports via e-mail to managers that showcase hierarchical management views with drill-downs on performance by individual, team, and region. The reports display performance and engagement summaries, as well as proficiency comparisons within and across groups. The dashboards have targeted sales coaching insights with integrated communication tools.
Individual performances can be scored as strong, medium, and weak, and managers can view this in addition to any other dimensions that the organisation wishes to tag along with post-training data — for example, by product line, employee tenure, direct reporting relationship, and even previous employers.
The real-time performance heat map analyses and presents data enabling a real-time understanding of what the field knows and where it needs help and/or coaching.
Level 3: Application in the Field
Time Frame: 6-9 months after training
Instrument(s): SkillGauge® Assessment (Measure Internalised Behaviour Change)
Internalised change is measured six to nine months after the training. To measure the internalised change in your sellers’ behavior, we use SkillGauge®, a behaviour-based skill diagnostic instrument. This tool enables participants to receive an unbiased assessment of their selling or coaching behaviours compared to their peers and to a benchmark. The difference in pre-, and post-scoring measures behavioural lift. The situational questions are written in a specific and nuanced manner and are scored using an advanced algorithm to ensure an accurate assessment of the participant's actual behaviour change.
Level 4: Business Impact
Time Frame: 12-18 months after training
Instrument(s): Attribution Analysis, Impact Studies
Measuring the impact of training on business performance occurs 12-18 months after the training event. Kirkpatrick Level 4 measures business results in accordance with the performance objectives stated at the outset. We acknowledge that many variables can impact performance. Richardson Sales Performance supports customers in developing an ROI measurement strategy prior to training. We identify objectives and associated metrics for the training, isolate and validate the reliability of the customer’s internal metrics, pilot the training to a representative sample, capture and publish results, and adjust and enhance the training, as appropriate.
We believe that effective measurement is a continuous, real-time process and that your measurement plan should deliver actionable data that delivers increasingly valuable insights as the programme progresses. We will continually analyse both leading and lagging indicators and report periodically to you on the impact of your sales training.
Levels of Measurement
Measures participant satisfaction, content relevancy, training quality, applicability, and readiness and intent to change.
Measures level of engagement, knowledge retention, and content-specific performance
Measures internalized behaviour change in the field
Measures the impact of training on business performance