well written objective

A well written objective would read as follows:

The sales representative (who) will be able to make 10 calls a day to new customers in the territory assigned (what, where, when) and will be able to generate three (30%) sales worth at least $500 from these calls (how, or the criterion).

          The first attempt at writing objectives will be difficult. However, after some experience, a generalization of these planning skills will occur. Managers will start thinking in terms of management by objectives and performance appraisals using measurable results. People negotiating assignments and other work will evaluate the contract or objective in terms of its measurability.

          Representative workers should be involved in the development of the learning objectives. A team consisting of the trainer, trainees, and their supervisors would be ideal. At some point, the objectives should be reviewed with and approved by the executives of the organization and the supervisors of the trainees. Nadler cites a case in which a sales training programs, based on a needs analysis of sales representatives, was rejected by senior management because management were secretly planning fundamental organizational changes.

In summary, a learning objective contains an observable action, with a measurable criterion outlining conditions of performance.