ROI - Begin with the end in mind

Famously said by Steven Covey "Begin with the end in mind". Very true... the first step towards implementing the ROI process is to begin with what exactly are we looking forward to from our interventions and training. Do we have clarity? If yes, have we set quantified objectives?

For sometime  now I get calls from HR professionals to understand how soft skills training initiatives can be measured. For people who find it challenging to set quantified objectives, I suggest, you first start with setting quantified objectives for a sales training program. Organisations invest heavily in a Sales training program - be it training or coaching. All industries including IT, Pharma, Retail, Consulting, Finance and every company irrespective of the industry invest in sales training.

Below is a case study to set objectives for a sales training program. The case is based on Phillips methodology of ROI process.

Objective Setting for ROI – Sales Training Programme

Traditional Objectives for a Sales Training Programme

After participating in the programme, participants should be able to

• Increase revenue by 25 % 
• Lead from the front
• Be flexible with different leadership styles

Revised Objectives as per ROI Process

Levels    Objectives

1                     Reaction level

s  Obtain a positive reaction towards the programme

s  Relevance of the programme

s  Action plan

2                     Learning level

s  Thoroughly understand the sales process

s  Steps used for cold calling

s  Methods used to close a deal

s  5 methods of handling objections

3                     Application

s  Conduct 25 cold calls daily

s  Convert the 25 cold calls into appointments

s  One appointment scheduled per day

s  One follow up appointment scheduled per day

s  Complete action plan

4                     Business Impact

s  One deal of minimum Rs. 50,000 to be closed per week

s  Customer satisfaction index to rise by 20%

s  Generation of repeat business for Rs. 1,00,000 per client

s  Retention of key sales personnel

5                     ROI

     s ROI  - 30 % increase in revenue 

The above case study represents the ROI objective setting for a sales training program. The method used for isolating techniques is estimation and control group. One can also use nominal group technique if need be as a isolation technique.

Once the above is implemented it becomes easy to implement the same in a coaching, leadership, emotional intelligence, conflict management, management development programs and so on.

I suggest you can try setting objectives for software implementation, coaching, building trust and  leadership. Its easier said than done...My experience.

Challenge yourself and the trainers. Only thing you as a HR should remember and do everything under the sun to add value which is valued....