In recent years, lecturing has been replaced by the adult learning model, which emphasizes teaching the importance of skills in order to get “buy-in” from the student. It is no longer enough to teach “how”; students, particularly experienced salespeople, are not attentive until they also know “why.” Stress the importance of a skill to ensure an attentive audience and optimum value for your training investment.
Even more recently, contingencies have been factored into the adult learning model that take into consideration the different ways in which humans learn. A well-structured training session addresses all three learning modalities—audio, visual, and kinesthetic (touch). Lectures and PowerPoint presentations address the need for visual and auditory involvement, for example. Workbooks, where participants fill out blanks spaces and take notes, and the use of product samples address the need for physical involvement.
You must also consider the different skill levels of participants. If the content it too simple, your highly skilled participants will become bored. Since it is better to have too much information than too little, structure your program to stimulate the highest skill levels of your audience by offering an abundance of ideas; your intermediate performers and beginners will gain as well. Your training objective need not ensure that participants retain all the content of the program; instead, each participant should be able to walk away with a few new ideas that help them grow in their careers.
The Adult Learning Model As you build your training program to foster and hone your employees’ skills, consider these steps in the adult learning model:
The process of learning should be ongoing for every salesperson and sales manager. Of course, a manager who creates a strong learning environment often loses a valuable employee or two. But at the same time, the skills of the entire team are improved. Many managers proudly boast that their greatest accomplishments are the employees that they lost because the salesperson grew into a new opportunity, either within the organization or elsewhere. Managers who create a powerful learning environment establish a level of credibility with their employees that lasts forever. The value of that is priceless.
Rick Davis is president of Building Leaders, Inc., a Chicago-based sales training organization. 773.769.4409. E-mail: rickdavis@ buildingleaders.com
