A STUDY ON FACTORS INFLUENCING THE CUSTOMER PREFERENCE ON SALES TRAINING COURSE

This research, undertaken during an internship at Brixen Sales Academy, explores the key factors that shapecustomer preferences when selecting sales training courses. Targeting business owners, sales managers, andassistant sales managers within the automation industry, the study employs a descriptive research design andquantitative methods, collecting data through structured surveys from 103 participants. The analysis identifiesfour primary factors that influence customer choices: the reputation of the training provider, perceived coursebenefits, the quality of course content, and pricing. The findings reveal that provider credibility and content qualityhave a significant impact on customer decisions, while pricing plays a moderate role. Participants place a highvalue on training programs that are customized to their industry, align with their organizational goals, and delivermeasurable improvements in performance. The insights gained from this study offer practical recommendationsfor sales training providers to refine their programs, better align with customer needs, and maintain a competitiveedge in the evolving market. The study concludes with suggestions for developing tailored training solutions thatbalance quality with cost-effectiveness, ensuring sustained customer satisfaction and enhanced sales results.