3 Goals of Training
TIP: Decide what you want your students to be able to do, know, or think by the end of the course. Starting at the end and working backwards will help you see what steps students will need to take to achieve the goal. —Tony Pont, Developing Effective Training Skills, 2nd edition, McGraw-Hill
In Training Sales Associates for Success, Michael Jewell, CRB, notes that all training has three parts, each of which must be accomplished before moving on to the next level.
- Knowledge. Sales associates must know the facts about the topic. For example, what are the financing requirements of the new loan program being offered by the state housing agency?
- Skills. Next, sales associates must learn how to acquire the skills to apply this knowledge to their activities. So, what types of buyers would benefit most and be most likely to qualify for this program?
- Attitude. Finally, sales associates must develop an attitude to apply this training. How will this program help increase sales?
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