I just returned from a week-long trip that contained 3 days of intensive education for about 90 employees one of my newest customers. They are a large, regional auto parts chain that plans to grow its sales of heavy-duty truck parts. The president of this company decided that intensive education of his salesmen and managers was a critical component of his growth plan. Time will tell the truth but I think he is right.
The contents of the courses had the following attributes:
- Content created specifically for the customer’s biggest opportunities.
- Specific, detailed information that permits the student to be confident about a new topic and appear that way very quickly.
- High-quality educational materials in the form of presentations, product literature, real product to touch and feel and tools for improved effectiveness.
The results of the classes were astounding. The attendees were engaged, asked excellent questions and participated in some very good discussions. The president of the company was energized about the participation and the promise of increased sales. These attributes plus an audience who participates and wishes to improve themselves is a recipe for success.
These are some of the little things that can be added to a presentation to help the customer/student retain the information.
- Create some hands-on activities or an exercise that engages the class.
- Provide packages of USEFUL tools that help them remember and use the information.
- Provide the training material following the class so they can refer to it and continue their learning.
- Make it fun for them and for you. If you are having a good time, then your enthusiasm becomes contagious. Unfortunately, the converse is true as well.