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Best Training Practices
Will Kenny
3927 York Ave N
Robbinsdale, MN 55422

Could You Have a Friend
in Marketing?

outsourcing isn't the only way to get communication help

(reprinted from The Training Tipsheet)

As you work to spread best practices in your organization, you often enlist a little help. You tap experts on products, services, procedures, requirements, and so on to ensure accuracy. You get technical help with presentations, documents, on-line resources or distribution of material. Perhaps your first step in promoting a best practice is listing the resources you'll draw on.

Ever think of putting people from marketing and sales on that list?

Okay, maybe you haven't thought of those functions as a resource for internal training and communication. But best practices spread only when you persuade employees to accept your ideas and take action on them.

Isn't that what marketing and sales staff work on all day, every day? The behaviors they're promoting (buying your products and services) may be different from the ones you're trying to change (procedures, interactions with other employees and with customers, etc.). But they have a lot of experience doing exactly what you need to do to change employee behavior:

  • Capture the attention of the audience. Convince them that they're about to hear something that will be worth their time to listen to.
  • Persuade them that our way of doing things -- our products and services, for external customers, but our best practices, for internal customers -- works, and brings benefits to them, as well as to the rest of the company.
  • Get them to remember just a few key points. Prospects don't remember all the information they see about your company, but a few key points can be enough to advance the sale. You'll probably give employees more information than they'll remember the first time around, but if the really crucial points "stick", you'll gain leverage for further enhancements to their performance.
  • Anticipate resistance. "Overcoming objections", in sales, is done by predicting points of resistance from the prospect, and preparing effective responses to turn that resistance into acceptance. Employees are resistant to change, and often suspicious of "initiatives", so your efforts will have greater impact, sooner, if you take this step.
  • Move them to take action. Every good sales pitch ends with a call to action, whether it is placing an order, or just giving permission for another contact. Training on best practices -- or any communication tool that enhances performance -- is a poor investment if it doesn't lead to action, if the people who receive it don't perform differently afterwards.

You get expert help on what you're talking about from other staff in your organization. Expert help on how to engage employees and lead them to take action is just as important.

And that expert help may already be working for your organization, as a staff function or outsourced to external providers. Why not ask for a few tips to help put your ideas across so they really make a difference?

© 2007 Best Training Practices -- Will Kenny

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