Read the case study carefully and answer in no more than 600 words.

Chip Dipston, VP of Sales for Docuscan, a small independently owned regional document imaging

Company, is under pressure from company owner Sharon Cooper to increase company sales. Chip initially wanted to hire a couple more salespeople, but given that Sharon was lukewarm to the idea he proposed that the company initiate formal sales training instead. Sharon liked the idea and asked Chip to make it happen. Chip goes about designing a less than optimal training program as he makes some mistakes in properly executing the sales training process. In particular, he does a poor job of assessing sales training needs, setting training objectives, evaluating training alternatives, performing sales training and conducting follow-up and evaluation.

Answer the following questions:

If you were in charge of the training for this sales force, explain how you would have gone about designing a training program.

Do you believe that the training program outlined in this case will achieve its objectives?

Explain.

What kind of reactions might Chip expect from his salespeople after implementing this training program?