The Development of a Training Program towards AIDAS Theory to Develop Selling Skillsof Employees in Ricoh (Thailand) Company Limited

Abstract

The objective of this research was to develop a training program towards AIDAS theory to improve knowledge and skills towards AIDAS theory of selling of Employees in Ricoh (Thailand) Company Limited. Population of the study is thirty (30) Sale Staffs in Ricoh (Thailand) Company Limited. Content in the training program included knowledge and skills towards AIDAS theory of selling as follows: 1) Attention, 2) Interest, 3) Desire, 4) Action and 5) Satisfaction. Research instruments were as follows: 1) a workshop training program, 2) a test on AIDAS theory understanding, 3) a performance evaluation form towards AIDAS theory of selling skills, and 4) an evaluation form towards the workshop training program that verified their validity by experts. The research instruments were verified by educational experts. Descriptive statistics such as frequency counts, percentages, means, and standard variation were used for data analysis. Results of the study brought about a workshop training program towards AIDAS by Taba’s curriculum development process. The said training program included important curriculum components suggested by Wichai Wongyai and then approved by educational experts. The results also revealed that; averagely the sale staffs gained higher understanding towards AIDAS theory at two (2) points (Pretest=4.30 Posttest=6.30) out of ten (10) total points. The sale staffs averagely gained higher selling skills at 2.15 points (Pretest=12.38 Posttest=14.53) out of twenty-five (25) total points. The result from the workshop training program evaluation showed that the trainees rated ‘resource person’s delivery of knowledge’ and ‘actively participation of the trainees in the training program’ at highest score (ߤ=4.27 eventually). The research suggested that there should be continuous progress on curriculum development that based on academic curriculum development process. Details of some selling strategies under AIDAS theory of selling may be delivered in the next training program. There should be a study on following-up the development of sale staffs’ selling skills individually for the long-run.