Developing sales training programs to promote a competitive advantage: linking corporate strategy with human resource development

Abstract

Purpose – The purpose of this article is to provide a framework for any organization to follow in designing training programs by describing a hypothetical sales training model linked to an organization’s strategic focus. Training strategy shapes the type of training programs provided by organizations. What influences an organization’s training strategy is important to understand if we are to grasp the valuable role training plays in the long-term performance of the organization. Strategic focus provides a framework for organizations to follow when creating specialized training programs. This paper represents an initiative to help put in a broader and clearer context an organization’s strategic focus from which training program initiatives originate. Furthermore, the paper examines how strategic focus influences an organization’s decisions regarding the specific purposes, content and frequency of training. The paper identifies and describes several important dimensions of the conceptual model, as well as the interconnectedness among the dimensions. Design/methodology/approach – This paper describes the link between sales training and an organization’s strategic focus. The use of a conceptual model linking strategic focus with a training program provides a “big picture” perspective showing the link between an organization’s vision and the role training plays in helping to realize this vision. The conceptual model shows the cause and effect link between the strategic focus and the development of training programs. Findings – The model demonstrates how practitioners can move from a strategic, conceptual focus to deliver a training program that represents the ability to implement strategic intent. Practical implications – The conceptual model shows the cause and effect link between the strategic focus and the development of training programs. Originality/value – The value of this conceptual model is to demonstrate the ability to link strategy to specific business activities associated with the implementation of strategy.