How to Create Effective Training Events That Have a Lasting Effect

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Yesterday we hosted a free webinar, Guess-Free Selling: Four Building Blocks for Creating Effective Training Programs, with author and sales training expert Scott Messer.  Mr. Messer’s career as a business development professional and entrepreneur has spanned more than 25 years. He has built strategic alliances, co-founded start-ups, overseen mergers and acquisitions, and constructed new business units. He is the founder of Sales Evolution.

Over 200 people registered for the webinar. You may view the archived webinar here.

Here is what someone of the participants had to say about the webinar:

“This webinar was great! As a Learning and Development Professional for almost 8 years, I found Scott Messer’s information both insightful and practical.”

“To get started,” Messer said, “you may be wondering what qualifies a sales coach and trainer to even speak on this topic; that is, say the things that you were dealing with on the HR side of the table. The answer is simple. Getting people to buy into your programming is a sales job. It’s an internal sales job but a sales job nonetheless. Additionally, it’s someone who trains and speaks at dozens of sessions for the year. I know the difference in impact that HR can make in turning a program into a good program or having it well, not so good and how to set the stage up front to make it work.”

There are four building blocks to effective training.  They are:

  1. Trust
  2. Outcomes
  3. Solution
  4. Value

Without these building blocks, it is very difficult to get buy-in from your participants.  Said Messer, “I think most employees want to learn but they hate learning events that they feel are wasting their time. Could it be that your teams really want to improve their skills but they don’t want to learn the way you’re teaching them?”

Messer then described each block and how it impacts training and selling as a whole.  “To oversee a successful training program, keep your discussions with all the stakeholders focused on strengthening each relationship with them within these four building blocks- trust, outcomes, solution and value. These are the drivers for ensuring that each and every one of your programs has the best internal sponsorship, the most enthusiastic participants, and the greatest…and I think this is the most important frankly, the greatest impact post-training. Again, it’s not hard to train; that’s easy. Implementation is the key and right now where we see most people falling down is on the post-training experience.”

The webinar concluded with, “The best sales calls are good conversation; be it an internal sales conversation, selling up the organization or selling your programs down the organization. It all starts with the conversation centered on trust.”

Want to learn more? You can view the archived webinar here and learn even more. You can watch it as many times as you like and start using the lessons today.

Sign up here to make sure you don’t miss the next free webinar!

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