The best measure for training effectiveness is the retention rate and sales made by the sales team.
Unfortunately, both of these measures come after training has been completed. However, there are a few things that can be done to help positively impact your success during training.
Are you only focusing on knowledge?
It is important not only to address the sales process from the knowledge point-of-view, but also to address the expected behavior of your reps.
How often are you training your reps?
Without constant reinforcement, your training will not produce a lasting effects on behavior or knowledge retention. Even your best sales reps need to have continuous sales training reinforcement.
How long does it take for a rep to change behavior?
Training reinforcement decreases the amount of time it takes for a new sales rep to perform at the same level as others in your organization. Reinforcement should help change the behavior of your sales reps, not just help them remember information.
What about management and accountability?
In order for training to be effective, management needs to buy into the execution of your training program. Management should understand the program so they can hold reps accountable during and after training has ended.
Remember, even your best sales reps need to have continuous reinforcement to help adjust behaviors to better fit your business objectives.