The Trials of Training
That expertise comes at a price, of course. TraCorp offers sales technique as well as product knowledge. Typically, TraCorp charges $15,000 for each hour of basic coursework instruction and associated content, such as online testing modules. Curricula that require intricate software simulations can be at least twice as much. So where's the ROI? If the vendor pays for the course, and then offers it to retailers, the return-on-investment is realized over time through beefed up sales accomplished by better-qualified retail salespeople. This matrix calls into the mix Dion's scenario of increased productivity metrics, which include a higher average transaction items per ticket count for well-trained associates.
For the retailer, Wilkerson advocates tying in cost metrics to various
data sources such as sales, employee satisfaction, customer ratings and external competitive data.