Wednesday, Mar 19, 2008
A quick Internet search provides a plethora of sales training topics such as “online sales parties,” “how to get repeat orders,” and “steps to the sale.” When it comes to the availability of direct sales training materials, there is limitless supply. That is a good thing, right? Well, it depends. In reality, the problem is that much of the training is not effective.
I spend much of my life teaching and training. So, last semester, I decided to review the research on training effectiveness. My initial review proved dismal. Research suggests that the impact of training may be short lived, non-existent, or even counter-productive!
Think about it. When was the last time you attended a training meeting for your direct selling business, personal fulfillment, or to gain spiritual enlightenment? Can you envision the meeting clearly in your head? You can probably remember where the meeting was held and the general topic. You may even be able to remember some of the people you met. If you were really paying attention, you probably remember some of the sessions you attended. The bottom line, though, is did you do anything as a result of what you learned? Did the training actually change your behavior? If it didn’t, it just plain wasn’t effective. And, if it wasn’t effective, it was a waste of time and money.
Training is obviously essential in all arenas. It has been a consistent field of study for almost 100 years. The consensus is that the following elements are crucial to successful training:
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the group to be trained.
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What do they do well? Are they great at getting appointments, but can’t seem to make a sell; or do they spend most of their time just trying to get in the door?
Of course, the easiest way to assess trainees is to ask them what they need help with. This can provide some amazing insights. They may say that their confidence is the problem. They may be some of those people who can observe their own behavior. However, many people cannot see how they are actually behaving. It may be that they can talk to strangers, but they do not have the confidence to talk to those they know.
A second way to assess is to observe the trainees. Go with them to a meeting or participate in a three way call, but let them lead for part of the call. That way, you can see what they do well and where they might improve.