A 1989 study surveyed 296 sales managers in manufacturing firms to determine the effectiveness of sales training programs. Questionnaires were mailed to sales managers who were members of the American Marketing Association. The respondents were asked to evaluate various elements of training, including training goals, program content, and training methods. Survey results indicate that well-conceived goals significantly affected sales training success. The respondents believed that it was important to base sales training goals on marketing and organizational goals, to solicit sales representatives' opinions about the goals, and to make the goals operational.