金融服务机构早就认识到培训销售队伍的必要性,也投入了大量的金钱、人力等资源为销售人员提供范围广泛的培训课程,期望提高他们的生产力。但是很多公司仍然将培训看作是费用支出,是经营的成本。本文从培训的投资回报评估体系入手,在分析当前寿险行业营销培训投资回报评估的现状的基础上,指出应用投资回报评估应该注意的问题,并就如何正确衡量培训的投资回报具体阐述。 Financial services agencies have long recognized the need to train sales forces and have invested heavily in resources such as money and manpower to provide a wide range of training courses for salespeople in the hope of increasing their productivity. However, many companies still regard training as the cost of expenditure and the cost of doing business. This paper starts with the evaluation system of investment return and analyzes the current status of the investment return assessment of marketing and training in the life insurance industry. It points out the problems that should be noticed in the application of return on investment and elaborates on how to correctly measure the return on investment of training.