Professional Society for Sales & Marketing Training

Sunday, November 22, 2009 September 2007   VOLUME IV ISSUE 5  
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IN THIS ISSUE...
Coaching Sales Strategy: A Cornerstone for Improving Sales Productivity
Last Opportunity to Register for 2007 SMT Annual Conference
Tech Talk: Teaching Technical Topics
A Profile of Joel Cataldo, SMT President
Training’s Role in Successful Product Launches
Is There a Book in Your Future?
Getting Started as an Independent Contractor
CONSULTANT’S CORNER: Consultants Giving Back
Stop Acting like a Seller and Start Thinking Like a Buyer
There Is No Place Like Work: Seven Leadership Insights For Creating a Workplace to Call Home
Letter from the Editor
Give Your sales training a Second Life!
Tech Talk: Teaching Technical Topics
by LuAnn Irwin, Owner, LAI Associates

Teaching technical topics is a challenge of language and background. The technical trainer is typically the subject matter expert who speaks a technical language and comes from a different culture than many of his or her students. Each of our jobs has its own terminology and culture. We can speak to each other in shorthand by using acronyms and numbers that signify some common experience and learning. When teaching someone else about our world – we think we are speaking clearly – but often that is our perspective – it may not be clear to the students who do not have as much knowledge as the trainer. The trainer is the guide who gives the students a tour of their world.
 
The program design is the foundation. Find out how much the potential students already know about the topic, so information that they already know will not be covered. Then we start with Objectives, clarifying what the student would be able to do by the end of the session. Does the student need to be able to explain, demonstrate, sell, perform tasks, or fix problems? These are different Objectives. List all of the required outcomes that must be achieved, then determine how you would know if the student has achieved the required level of capability. This provides the outline or map of your program. For example, if the student needs to be able to explain, demonstrate and / or sell a product or service, you can provide them with the information then ask them to explain, demonstrate or practice selling based on what they have learned. Give them feedback and tips until they perform to your satisfaction. If they need to perform tasks or fix problems, on software or a technical product, you need to provide the software and equipment for them to practice until they have achieved competence. Then give them real examples to complete and provide feedback to them until they can perform the tasks flawlessly.
 
Make a list of all terms and acronyms. Provide definitions for each and illustrations where appropriate. This Glossary will be a very helpful tool for the learners.
 
Provide an Overview of what the students will be learning. Share the Objectives. Teach the program in blocks of information that complete each Objective, in order. It is best to provide the information, let them practice, then provide feedback before going on to the next Objective. This gives the student a complete understanding of each topic, clarity regarding how everything fits together, an ongoing sense of accomplishment and enough activity to keep their attention.
 
Create audio-visuals that are interesting, clear and informative. The format or template should be simple and include information that lets the student know where they are in the program by using the titles, numbering and images that instantly orient them, just like mapping their journey through unfamiliar locations.
 
Practice the presentation until it can be easily understood, flows from one topic to another and there are no hesitations or “um’s”. Include movement and voice tone changes that provide variety for the learners. Vary activities so that the program feels like it is in constant motion toward achieving the end goals. If the technical expert who is presenting, does not have much energy or “stage presence,”  you can add a host, moderator, or co-trainer who provides the welcome variety of presenting material using some engaging and informative techniques.
 
Provide an open atmosphere where questions are encouraged and clarifications are willingly provided.
 
When product experts teach sales representatives about the product they need to sell, they should avoid putting learners in a position where they don’t understand or feel “stupid” to ask the basic questions. One way to provide the basics ahead of time, is by pre-reading or pre-work. Information can be covered at the learner’s own pace before the program begins (they can skip if they already know it) without taking valuable class time to bring everyone up to the same level of understanding. If you are teaching computer software to new learners – you can have them complete pre-work by going on line and taking the basic tutorials for the software, before they enter the course.
 
Quick Start Guides, Job Aids and Training Manuals with lots of section labels and white space can all be helpful to the learner and greatly speed up the time needed to learn to perform the required tasks.
 
The majority of time in a technical training program should be spent in practice. Most technical topics can be taught by allowing the trainees to look up the needed information such as term definitions, steps to perform tasks and trouble shooting questions and answers, when practicing.
 
Time is valuable and costly. Trainees don’t need to learn it all, some things can wait until later or may not need to be taught at all. The Learning and Development Professional can be the best guide to the technical expert in sorting out the “need to know” from the “nice to know” information. This saves time and confusion for the learners. Agree early on Learning Objectives for the program – then it is much easier to decide what goes in the program and what should be put in the reference material.
 
Short crisp sentences with a minimum of jargon can be grasped by learners more quickly than technical terminology. Pictures help learners remember concepts and make the program more interesting than just words. Enjoyable but challenging games or exercises that the learners complete in pairs – enable performance of the necessary tasks. Provide support materials with lots of color and variety. Make it fun by including good natured competition to get the most answers right in reviewing what has been learned. Give out small tokens of appreciation for correct answers. Generate excitement about the topic by showing how using this information can benefit each student. Let’s take the bore out of learning technical topics and make them enjoyable opportunities to quickly attain knowledge and skill that ensure success.
 
Teaching technical topics can be really fun for the learners and the trainer. The trainer is the guide and GPS (Global Positioning System) who will:
-         explain what the learners will experience
-         interpret and translate along the way
-         provide guidance when they are not going in the best direction
-         help the learner to comprehend what they are experiencing
-         create vivid learning examples (signposts)
-         ensure the student can successfully use the learning to reach their goals.
 
Make your program such a memorable experience that the students will find it impossible to forget what they have learned. 
 
LuAnn Irwin, owner of  LAI Associates, has worked as Manager/Director of Training for Eastman Kodak Company, Xerox Corporation and HSBC (Hong Kong Shanghai Banking Company), all Fortune 500 (Global) Companies. As Manager of Learning and Development at Kodak, LuAnn managed training professionals for Sales Training, Leadership Development, technical and non-technical areas. LuAnn Irwin is co-author of Sales Training Solutions  written by 11 sales training authors. She is the past president of the Genesee Valley ASTD Chapter.  LuAnn can be contacted at luannirwin@hotmail.com.

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LETTER FROM THE EDITOR

September 2007

SMT IDEA MINTS

Give Your Sales Training a Second Life!

BOOK REVIEW

There Is No Place Like Work: Seven Leadership Insights For Creating a Workplace to Call Home
Authors: Dr. Sheila L. Margolis and Dr. Ava S. Wilensky
By Book Reviewer: Robert Klein

Stop Acting like a Seller and Start Thinking Like a Buyer
Authors: Jerry Acuff, with Wally Wood
By Book Reviewer: Renie McClay

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