Training cannot move the Gods, but you can do nothing without training!
Nowaday, 30% terminal sales increase is done by training, so how do we organize a high-quality training and transform the effect of it? It is important to make sure each progress is done properly. The implementation of every step in our training avoids mere formality, so that the training truly serves the target market.
1, Consideration of Training
Purpose of the training is to let staff at the terminal end gain knowledge, skills and attitudes, or even orientate and improve behavior, through a planned and systematic study. It makes them have the ability to achieve the undertaken work in the standard or the expected level, consequently improve the competitiveness of the terminal.
1.1, consideration of training by enterprise
Training itself is not the purpose, neither a popular event. It is an important tool in management to improve knowledge, behavior and skill of staff, also uniform value, in order to reach the goal. It mainly express as:
-bring up the positive attitude of staff
-bring up the distribution skill
-consequently improve terminal competitiveness.
1.2, consideration of training by staff
From staff’s point of view, training is welfare, a support from enterprise and also the responsibility of staff training is a platform that allow effective communication between enterprise and staff training is also a common growth factor of both enterprise and staff.
1.3, features of staff study
1.3.1, they have clear objective of learning, they desire the training lessons which produce instant results
1.3.2, they have own experiences, obscurantism and didactic training have been already eliminated
1.3.3, they have better thinking ability than memory, they eager to a training method that is suitable for their characteristic.
1.3.4, they count on efficiency and efficacy of the training, mere formality is not suitable.
1.4, the training style should be in line with the enterprise culture.
2, Analyze of Training
Analysis of training needs is the planning and design before each training event, it identifies, analysis and combines the training objectives, knowledge structure, skills, states, age and other aspects of all organizations and staff, in order to ensure if training is necessary to these organization and staff. This is a process that considers how a training is held.
2.1, analysis of training needs
2.1.1, know about the basic information of staff by on-site research, survey, communication and feedback, also the action of competitors, to decide the content of training needs.
2.1.2, know about the attitude of staff on training
The attitude of staff on training plays an important role on the training effect. It is necessary to understand their attitude and their suggestion, if they are not positive, not match, with low learning sense, than the effect of training is likely to be low. This problem should be resolved from the following three aspects:
2.1.2.1, emphasize the importance of training and instill the concept of training.
2.1.2.2, work on the “stream”, on employment of shopping guide, it is important to consider those who desire to learn more and urge for improvement
2.1.2.3, improve the training quality, the training should be able to fulfill the actual needs of staff on their work, it should be effective on market.
2.2, decision of training content
Determine the content of training and corresponding object by analysis of training needs. Currently the training content is mainly reflected in 3 aspects which are knowledge, skills and attitudes.
2.2.1, for example who needs the training, and what training they need, for example if they need knowledge of products or sales skills, if it is a training for new staff or improvement for old staff
2.2.2, decide the schedule, location and training method according to needs
2.2.3, if the training content is rich, parts of knowledge, skill and attitude are preferably expressed in the cross form (suitable for the training lasts for a day or longer)
2.2.4, training content should be concise and accurate. There should be 2~3 points in one day training, it is important to focus on practical and effective use.
2.3, procedures of training
2.3.1, find out the problem: mainly find from the imply or revealed problem and behavior of competitors, such as sales decline, depression and inefficiency, etc.
2.3.2, collect information: collect data from variety of channels, includes raw data and second-hand data, which collected from observation, interviews, survey questionnaires, etc usually promoters can participate in information collection, it is also a learning and discover process for them, such as collecting information of competing brands.
2.3.3, sort data out: get rid of the false and retain the true to obtain the most useful information. At the same time it is necessary to further collate and maybe share.
High quality training may not be the most effective training, the most suitable training is the most effective. Hence the correctness of training needs analysis is crucially important.
3, Implementation After Training
Under the trend of market economy, the training is also measured by benefits. Therefore, the evaluation of training is important. Evaluation project of training can generally be divided into 3 parts, namely, the training itself, trainee and training effectiveness. The evaluation ensures the training quality and the lasting of training effectiveness. Usually the training effects last only 1~2 months.
The evaluation of training itself is composed by the employer’s evaluation, trainer’s evaluation and trainees’ self-evaluation.
3.1, learning evaluation: usually there is a test right after training, in order to understand how trainees master the content.
3.2, working evaluation: include the attitude and enthusiasm of staff into evaluation, this would support the transformation of training effects.
3.3, performance assessment: link the training effect with quantitative assessment to test whether the training increases or decreases the sales rate, force promoters to emphasize on training by quantitative assessment so that they actively participate into training. The stability of promoters have been bothering development of training, so the differentiation of wage and assessment play a role in improvement of promoters’ stability.
3.4, test assessment: carry out a test at the end of training to understand the how well the content are mastered on time. Another test assessment can be held after the training in order to consolidate and strengthen the training content, also stimulates the study awareness.
After training, the implementation can be examined by feedback, communication and observation, the staff at the terminal may meet some problem, what trainer can do better, such aspects can be found out in order to hold the next training which would be more close to the actual needs.
