By: Larry Dickman
Recently a business owner shared frustration over the behavior of an employee. The employee, responsible for sales and closing contracts, was close to signing with a prospect. But the sales process was interrupted by a vendor needing attention. The employee excused herself briefly to help the vendor. A short time later, still working with the same prospect, another interruption distracted the employee. This time, when the employee returned, the prospect was leaving and said they would decide later about the contract. They disappeared… no contract signed!
Expecting this transaction to be a done deal, the owner followed-up with the employee, asking what happened. “I’m not sure,” said the employee, I had to help a couple of vendors and the prospect seemed to lose interest.”
The owner then called the prospect, trying to save the sale. “I’m no longer interested,” said the prospect, “your employee was distracted, and I gave up. I’m going somewhere else.”
The owner was confused, “I’ve repeatedly told this employee that customers and prospects are the priority,” he said. “I thought she got it!”
Training is more than just telling. Employees should understand what good customer service looks like. They should know what making customers a priority means. Be specific and detailed, help employees set priorities and know what to say in any situation.
Although training is always communication… communication is not always training!
Here are 4 powerful ways to make training stick.
1:Practice real-life scenarios and repeat them.
Role-play scenarios with the employees. What’s the appropriate response you want from them? What are the words employees should use? How should they react to surprises? Now reverse roles and demonstrate how you’d deal with a similar situation. Slightly change the scenario and continue role-playing. Practice until employees can easily handle any circumstance presented. You’ve drilled your employees with specific, real-life examples of a situation they may encounter… that’s training!
2: Get feedback
Ask your employees/trainees what they think about the role-playing. What did they learn? What techniques will they use? Was this an effective training exercise for them? Is there something else you can do that would help them… that’s training!
3: Observe in real life
Have employees watch you interact with prospects. Demonstrate the techniques that you want them to use. Reverse the process and observe the employee interacting with the prospect. Provide positive feedback and correction, if necessary… that’s training!
4: Critique and Review
Come back later and ask employees if they’ve used their new skill. How did it go? Do they want or need more practice? Reinforce a job well done. At their next performance review, ask these questions again and do a brief review or test the techniques they learned… that’s training!
Do your employees have the skills to produce the behavior and attitude you want them to demonstrate? Practice, get feedback, observe and review… to ensure training that sticks.