Real actions and results after the end of a sales training
I would like to tell you a true story about how one of my clients benefits from the investment he makes in training his employees.
I chose this story not to advertise something to you (although there will probably be some elements of car advertising below), but to share with you the right way to act when (and especially after) a company organizes training for its employees.
In summary, my story will be about cases. Not for intentions and words (they are easier), but for deeds.
Background
As a business training leader, I try to make each of them as beneficial as possible for the client and that he is as satisfied as possible with his choice.
I judge the benefits and satisfaction by the variety of feedback I receive.
One such feedback, for example, quite immediate and lightning-fast, is the activity of the participants in the course of the training itself (is it there, is it not there), the smiles on their faces (are they there, are they not there), the thoughtful looks (there are whether they are, whether they are not), eye contact with me (is it, is it not there), testing what has been learned during the practical tasks (is it there, is it not there), etc.
I also judge the satisfaction and benefits of the training from the feedback surveys I give to each participant at the end of the day, as well as from the words of the business owners (or senior executives) that they share with me. For this purpose, I am usually not ashamed and directly ask them "How did you feel about the training?"
But perhaps the most important attestation is the actual actions that are taken in the client's company after the training is over. If there are real actions, then there is certainly both satisfaction and real benefit from the training.
Recently, a client of mine showed me eloquently what "real action" means.
Real action
Here are the real actions of the owner of a company in which I conducted sales training for newly appointed sales staff:
At the beginning of the training, the owner took the floor and enthusiastically explained to everyone in a few minutes what the purpose of the training is - to organize the knowledge of sales in a more streamlined system so that everyone in the department can speak "one language". Also, everyone had to find specific techniques and techniques to try to apply in their immediate work.
The owner was present in the training hall all the time. This was not the first time such training had taken place in his company, and he had always been in the hall. He listened and paid attention to every word.
The owner periodically joined my conversation to give examples from the company's practice to illustrate some of my theses. He did this in moderation, from time to time, without disturbing me in any way. In this way he enriched and supplemented some aspects of education with true and instructive stories.
The owner showed the newly appointed traders what materials each of them has and is obliged to bring during visits to new customers. I was impressed to see that the owner had actually turned into deeds things we talked about in previous trainings on the same topic. For example, lists of satisfied customers were prepared, sorted by product type; letters and other references to minimize the fear of the first purchase in the eyes of the customer; lists of questions that should be asked by phone and in person to clarify the client's needs; detailed customer file, maintained in electronic version, etc.
The owner actively took notes throughout the training - directly on the laptop in front of him. What was my pleasant surprise when at the end of the last training the owner handed out all his notes printed on paper - exactly three pages in small print with nearly 40-50 important things for sales - rules, tips, "how to" and "how to no ”guidelines, quotes… This was an extremely useful summary of everything we have worked on with his colleagues over the last 48 hours.
What is the lesson?
It is a real pleasure to see such an attitude towards training! With proactivity, personal example and concrete actions, this owner clearly shows his employees what and how to do in terms of sales. I deliberately do not mention who the company is and who is the person who is the subject of my story. In this case, it doesn't matter.
What I want to show with this story is the way it works when a company organizes training for its employees.
Training is seen not just as a time when employees are together to hear something new, but as an opportunity to select practical ideas to be tested and applied without hesitation in practice.
"Colleagues, if each of you manages to select only five things after the end of this training to apply in your practice and this will bring him results, then the training was useful for you."
This was said by the owner of his new traders at the beginning of the training.
I was glad to hear those words from his mouth.
I had used almost the same words in his address a few years ago, when we did the first training for his employees.
(Except instead of the number "5" I used "3". But customers usually expect more in return for their money, which is perfectly fine.
Since then, in just a few years, the company's sales have increased so much that:
On several occasions, new sales representatives and consultants had to be appointed.
Production has become increasingly busy.
The buildings and warehouses have been repaired and renovated.
New logistics sites have been built - asphalt roads, areas for loading products.
The product line and the company as a whole have been rebranded - with a new logo, new company colors, new company clothes, new packaging, new labels, a new website.
The staff of the company has increased significantly and is now almost 100 people.
I do not claim that all these successes are the result of my training. Of course, she does.
The question is different.
There are people who, after the end of a training in their companies, fall into the trap of words - of good intentions and wishes.
They say, "We have to do this…" or "I hope that happens…" or "If something could happen..."
Unfortunately, then do not take the next step. They do not take concrete and tangible actions.
But without real action, there are no real results.
And the example I just told you is a good illustration of this.