| Technology and the internet have given many more | | | | if this is shared with their managers and sales |
| options with regard to how training is actually delivered. | | | | coaches. |
| Most of the key methods are shown below.elearning | | | | Launch Events/Seminars |
| A quick Google search will show over 15 million entries | | | | Some people label this form of training the "sheep dip". |
| for elearning. Its a big, and growing, topic with many | | | | It is often carried out at the yearly sales team meeting |
| potential application areas and a great many | | | | or the launch of a new product. Most of these events |
| supporters. However, we believe it has limitations in | | | | are seen as team bonding sessions that tend to |
| sales training. | | | | involve lots of liquid being consumed late into the night! |
| Most elearning being commercially developed and | | | | At best, we feel that the effectiveness of such |
| delivered today is not interactive (called asynchronous). | | | | events is limited. But you answer, we have the sales |
| Elearning can also be synchronous, where there is | | | | force all in one place at the same time, what better |
| interaction between the facilitator and participants, and | | | | opportunity to train them (and it won't cost much!)? |
| we have participated in trials of video technology | | | | We see the logic, but we are still concerned about |
| (webinairs and webcasts) for synchronous sales | | | | how engaged the audience will be especially as "death |
| training. | | | | by PowerPoint" is often the chosen method of |
| These trials were complex to set up and run, for both | | | | delivery. |
| the training team and the company's IT department. | | | | If you do want to do this, please make the sessions |
| But we are sure these issues can be remedied in the | | | | short, focused, interactive and based on small teams, |
| future, especially if the training is being run on a | | | | maybe competing for prizes. We find teams of about |
| campus basis. | | | | 6 works well, and we have developed some |
| Currently, we would recommend elearning modules as | | | | interesting ideas for how to get the teams functioning |
| a way of bringing participants up to a common level of | | | | and interacting, even after the night before! |
| understanding. Somewhat like DVD/CDs, but probably | | | | Power Hours |
| with an interactive web-based assessment at the end | | | | The "Power Hour" concept isn't new, but maybe the |
| of each module that can be captured by L&D. | | | | way it can be used can improve the effectiveness of |
| Both standard modules and tailored elearning training is | | | | your sales training. |
| available, with the normal cost versus effectiveness | | | | We have seen the idea used in the past by |
| equation to be considered. | | | | companies that want to reduce sales time away from |
| Face to Face Training | | | | the desk or off the road. The idea is to fire the training |
| Many consider this to be the "old way" of sales | | | | at the sales team for just an hour, often at 8.00 am, |
| training. Getting a small group of 10 to 15 sales people | | | | and hope something sticks. |
| in a room and getting them to learn by role playing, | | | | We would recommend that power hours are used |
| working in teams on case studies or working on their | | | | more for re-enforcement than the first line training. In |
| own live accounts. | | | | fact, if your own sales managers are trained to do this, |
| We believe if done properly, face to face training still is | | | | it becomes very cost effective and an excellent way |
| very engaging and can actually translate into changes | | | | of both sales and management working on the same |
| in behaviour back in the field. However, it is often a | | | | ideas. |
| mismatch of thinking, part product knowledge dump, | | | | DVD/CD Training |
| part case studies that aren't appropriate to the | | | | What can we say? Probably the least engaging of all |
| participants and part humiliation of the people chosen | | | | the various training options. However, it still has its place |
| to stand at the front and role play in front of their | | | | and can be used effectively to distribute technical |
| peers. | | | | information to a large, disparate sales team. |
| Our view is simple, we want to create an environment | | | | It also has one advantage over elearning, it that the |
| where real learning can take place, and sales people | | | | demands placed on I.T. are not as great. Everyone just |
| are encouraged to try new things. So small teams of | | | | needs access to a DVD/CD player on a PC. With |
| three for the role plays, with each team member | | | | elearning there can be minimum configuration issues on |
| taking it in turns to play the sales person, the customer | | | | desktops/notebooks as well as network access |
| and an observer, who leads the feedback sessions | | | | issues for remote members of the sales team. |
| positively. | | | | On The Job Training |
| We also now make a virtue of not using PowerPoint. | | | | We all do on the job training as part of our normal |
| Each participant has their own workbook containing | | | | roles within our companies. What we are talking about |
| the exercises (individual, pairs, threes and teams) and | | | | here, is a more formal approach to on the job training. |
| space to note down the information from the various | | | | Learning by watching experienced people and then |
| exercises and flip chart sessions. Why do we | | | | doing it yourself in the real world under supervision, with |
| recommend this approach. Its fresh, its fully interactive | | | | feedback, is the very best way to learn. Unfortunately, |
| and very engaging for both the facilitator and | | | | much of the so-called on the job training is really no |
| participants. Too many facilitators hide behind a snow | | | | training at all. New sales people are left to struggle |
| storm of PowerPoint charts and technology. | | | | along by themselves, without role models, with no real |
| Add some DVD sessions into the mix plus some team | | | | supervision and with no effective feedback. |
| competitions and we are starting to get a lively | | | | We recommend that on the job training is built into any |
| session. We would also recommend finishing off with | | | | training program, but with thought given to how it is |
| action planning - what are they going to change, what | | | | achieved and how best practice can be effectively |
| will they do differently following the training. Even better | | | | shared throughout the team. |