Sales training in a dynamic market: The Singapore service industry

The Singaporean hotel industry is examined, with particular emphasis on the differences between global and local sales force training. Empirical evidence indicates that there is a wide divergence between global and local practices. It appears that global firms perceive that sales training leads to greater sales force performance and view sales training as being part of their strategic marketing plan. Global firms also employ a more formal training curriculum, focus on "soft" competencies, and have an established training culture. Conversely, local firms rely upon "on-the-job training (OJT)" and appear not to understand that sales training programs can be a source of competitive advantage. Managerial implications and suggestions for future research are presented.