Marketing Your Sales
Training Video Program
We all know
what it’s like to conduct a training
program where everything goes as planned and each participant
feels uplifted or renewed or more informed because of our efforts.
Regretfully, many participants in training
programs come because their supervisor tells them to, or they
come out of curiosity, or they need a break from the routine, or
they need a course to include in their performance appraisal
review. This is just reality.
David Dayton,
a management consultant, offers some advise on drawing
the right crowd. He suggests marketing the program carefully. Make
sure the participants
need the knowledge you are offering and know that they need
it. Further, he suggests marketing what is it you have the answer
for, that is, “selling the ends, not the means.” Finally,
he says “cite specific changes” that will result from
the training,
both in the short and long term. 7 You will achieve greatest success
if video is used to its full potential to improve visual
and vocal image.
Summary
When we look
at how far video has come and how universally it is used,
we can be certain that video technology will enhance training
programs far into the future. Today with the development of
the laser disc and the computer-driven
interactive teaching technologies utilizing it, the horizon seems
still broader.
Yet, on a practical
scaled, video has more to achieve in industrial
training programs. Far too many businesses
still rely too heavily on lecture and too little on role playing,
visual feedback, and reinforcement. Ninety percent of selling is
body language art. And video is far and away the
best method of teaching it.
7 “Training Today” Training, 23 (10) October 1986),
p. 10.
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