How to Conduct Group Training Sessions

Introduction is one thing. Training is another. Telling people to do things is not training. You can repeatedly tell workers what to do. You can also tell them how to do it. But when all is said and done, more has been said than done! The workers cannot perform the task. Why? Because they have not been trained.

Training is more than talking. It includes demonstration. Show how to do the thing being taught. Then comes the big step. Have the learners try out. Let them demonstrate their knowledge. Get them to practice and drill. Training is the development of proper habits. When a salesman is trained, he reacts automatically to any situation. He does the right thing by habit-without delay or confusion.

How to Teach Groups Effectively

A butane gas company switched to a new system of credit and collections. The owner of the company called a meeting to announce the change. When asked how he’d present the new plan, the owner replied, ‘Til tell them about it. What did you expect me to do? Draw a picture?”
As it turned out, he actually should have drawn a picture. Maybe two! Few people understood him. Several salesmen made mistakes in the days following, and some were costly.
The point is significant. The instructor should prepare. A knowledge of the subject is a must. But the method of presenting that knowledge should also be prepared. Spend twice as much time in preparation as you do in teaching. For a 30-minute training session, devote at least an hour to preparation. More if needed. Preparation results in quicker learning. It saves man hours and payroll costs. This is reason enough to prepare thoroughly.

Before presenting your topic, prepare your audience for it.
First, put the audience at ease. Tell a joke or two. Do whatever is necessary to create a pleasant learning situation. Then eliminate anything that’s bothering the audience. Do some people have questions? If so, give answers. Clear the air. Remove everything that might act as a mental block. Explain what you’re going to teach. Be specific. Example- “Men, we’re going to learn about the new order book. You’ll learn exactly how to use it.” This ties it down. The audience knows what to expect. Moreover, the audience knows what you expect.

Make it interesting. Romance it. Give the background, the history, the why, the wherefore. “We thought our order form was perfect. It was perfect at the time it was adopted. But times have changed. It no longer gives you the information you need. “For example, there’s no room on the form for shipping instructions. Consequently, a separate note must be attached to every order. That means time and trouble on your part.
“Also, the blank spaces are too small. There’s not enough room to describe the article being purchased. Skimpy descriptions have resulted in misunderstandings and occasionally the wrong item has been shipped.”

Explain why the audience should be receptive. “By using the new order form, you’ll save time and trouble. Your customers will get better service. Thus, you’ll make more money.”
Make them want to learn.

Keywords: Sales, Marketing, Business, Sales Training

Tags: sales meeting

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