Purchasing Videotaped
Sales Training Materials
There are still
some very poorly made videos being sold. One recent example
is a set of training
films for telephone
sales. Each tape in the set was edited from a two-day
live presentation and was condensed into a total of two hours. The
editing was sloppy and the segue was missing. The recommendations
to “stop and discuss the tape…now” were amateurish
and redundant. The producers of the tapes apparently confused their
audience with an audience who lacked any TV exposure.
Mechanical stops
for discussion are necessary, especially when the
trainer is not knowledgeable or is merely a facilitator, but
the machine should not insult us by telling us to do it. Some videotapes
overcomplicate, including virtually everything on the tape when
some of it could be left for the training
manual. Other videotapes oversimplify to the point that
they are hardly any use at all.
In general,
however, off-the-shelf video
training programs have changed considerably since the
middle 1970’s. Early videotapes were often awkwardly
staged, terribly simplistic, and set in unbelievably stark office
settings with actors who sounded like actors. Too many obvious mechanical
stops were built in. Role playing and modeling seemed far removed
from the practical world. The examples used often had limited
application – technical people were unimpressed with how
to sell washing machines in a department store. Other tapes may
have had great selling ideas, but little understanding of the business
milieu. Some well-packaged
programs used good
concepts and skill
applications but did not include the rationale for when or why
to use them. Some vendors of training tapes tried to put
everything on the tape, instead of putting some of the program into
an instructor’s guide. Most of these problems have disappeared
today.
The entire business
of producing instructional video materials has undergone
tremendous growth, and competetiveness has bred new levels of sophistication.
As with any infant industry, trial
and error and new entrants have improved the early products.
Today, Harvard case studies,
behavioral data, and statistical quality information have all been added to
the to the skill-based programs to keep up with the complexity of competitive
world markets. Currently, off-the-shelf training materials are more informative,
more practical, more tailored to individual needs, and more cognizant of how
people learn; further, the number of vendors and video tapes has multiplied
many times over. Magazines for human resource specialists contain hundreds of
advertisements for sales training programs, and universities stock extensive
corporate training films. In larger cities, telephone Yellow Pages list
local vendors and video production companies.
How to “Preview”
Video Tapes
Previewing video
tapes can be a quick method to locate possible training materials at
either nominal or no cost. Some need merely to be rented for a few days. However,
don’t expect the panoramic extravagance of Gone with the Wind on a local
news bulletin budget. Just because it’s video does not mean that
it’s sophisticated or complete.
Searching through the mass
of video tapes available can be very disappointing and potentially
fruitless. Previewing video tapes by ordering from vendors’
brochures may take several weeks, which is no problem only if you
have plenty of time. Instead, try visiting a university with a large
library of tapes (an economical and practical solutions) or use
personal
contacts within your industry/. Or check with local professional
associations to see what might be available.
However you begin your search,
eventually you will have one or more tapes to evaluate. Figure 5 is a checklist
to use to compare video tapes for the particular characteristics you
want. Even though evaluating video tapes can be time consuming, it must
be considered a serious effort. Budgets can be defended for effective training
programs.
In general,
however, off-the-shelf video
training
programs have changed considerably since the middle 1970’s.
Early videotapes were often awkwardly staged, terribly simplistic,
and set in unbelievably stark office settings with actors who sounded
like actors. Too many obvious mechanical stops were built in. Role
playing and modeling seemed far removed from the practical world.
The examples used often had limited application – technical
people were unimpressed with how to sell washing machines in a department
store. Other tapes may have had great selling ideas, but little
understanding
of the business milieu. Some well-packaged programs used good concepts
and skill applications but
did not include the rationale for when or why to use them. Some
vendors of training tapes tried to put everything on the tape, instead
of putting some of the program into an instructor’s
guide. Most of these problems have disappeared today.
Figure 5 Checklist for video tape selection
Desired Characteristic Tape
A Tape B Tape C
PURPOSE
New Information
Concepts
Skills
Drills, practice
Supplemental information
ADVANCE
Sophistication (rate 1-5)
Need (rate 1-5)
Preparation (rate 1-5)
FORMAT
Interactive
Motivational
Controllable
Sound instructional design
Clear information
Provides reinforcement
Assessable
PRODUCTION
Color and graphics (rate 1-5)
Music and narrative (rate 1-5)
Appropriate setting (rate 1-5)
LIFE EXPECTANCY
Dated video information
Dated audio information
COMPLETENESS
Instructional
booklets
Practice vehicles
TONE
Too condescending
Too technical
TIME REQUIREMENTS
Mastery time
Organizational deadline
COST FACTORS
Absolute cost
Useful life
Incidental expenses
Projected cost/trainee
PRACTICALITY
Facilities
Equipment
MASTERY
Every qualified trainee
Trainee acceptan
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