How to do training?

In the blink of an eye, I have been engaged in training for more than six years. As the company's chief trainer, in addition to regularly providing training to marketing personnel at all levels, I am also often invited to provide training to other companies and hold public meetings. courses, and also participated in many training courses as a student. Ask me what I think about training, and what I feel most deeply about is two words: effectiveness. Corporate training is different from school education. School education is mainly about teaching students knowledge, while corporate training is mainly about improving students' abilities. In other words, school education teaches students what is right, while corporate training teaches students how to do it right. Therefore, the biggest difference between corporate training and school education is that corporate training places more emphasis on effectiveness. However, at present, the effectiveness of training in many enterprises is not high, which makes some business leaders begin to underestimate the role of training, and employees also lack interest in training. During the training, I always emphasized the effectiveness of the training from the following aspects, and achieved good results: 1. Fully prepared and highly targeted. I attach great importance to the work before training. I not only conduct research and evaluation on the overall quality of the students, study the training needs of the students, design the training theme, outline and content on this basis, and implement the training after communication and confirmation. In this way, the content of my training is exactly what everyone needs, the problems I raise are exactly what everyone appears in their work, and the measures I propose to solve the problems are what everyone is longing for, so the effectiveness of the training will naturally be high. Therefore, for training on the same topic, but at different times and for different subjects, the content of my courseware is adjusted at any time. 2. The content is vivid and practical. The reason why many people are not interested in training is because many trainers are academic and may have little practical experience. The training content often focuses on empty theories or mechanical cases. The content is boring and has little practical value. Naturally, the trainees are No interest at all. Once, a trainer and I were invited by a beer company to provide training to dealers. This friend and I each spent half a day, him in the morning and me in the afternoon. This guy has been working in the solar energy industry for a long time. At that time, he was working for a consulting company and lacked front-line operating experience in the beer market. The course mainly talked about the origin and content of 4P and 4C marketing theories, and also talked about some cases in the solar energy industry. During lunch, the organizer came to me and said that the dealers in the morning training class had objections. The theory was empty and impractical, and the cases in the solar energy industry were not useful for reference. Some dealers were reluctant to listen to the afternoon class, and I hoped I could explain it well. Impress dealers. I reassured the organizers that my class in the afternoon would definitely satisfy everyone. As a result, when I came to class in the afternoon, I saw that all the dealers were listless, as if they were here to suffer, so I opened the lecture in an octave-high voice: Dear dealer friends, good afternoon. I know that everyone has some headaches about the training and wants to sleep as soon as the class begins. That is not everyone’s fault, it is the teacher’s fault, but I have a few promises for this afternoon’s training: 1. If someone is in my training class after half an hour He went to bed. It was not because he rested too late playing mahjong last night and was too sleepy, but because I did not teach well. I will not charge a penny for the lecture fee from the organizer today. 2. If someone in this afternoon’s training says that he has gained nothing and that what he taught has no practical value, I will not only not charge the organizer’s lecture fee, but I will also compensate him for his time and mental losses. 3. I will only talk about beer today, and will never talk about things or cases that have nothing to do with beer marketing, because I know that everyone’s time is precious and it is not easy to come here. I come here just to learn some practical methods, not to gain gains. Useless knowledge, right? Thank you all for your support, let’s get back to business. After everyone's excited applause fell, I discussed the current situation and situation of the beer market, the current problems and confusions of beer dealers, product mix and price design in beer marketing, channel strategy, effective distribution strategy and promotion strategy, Aspects such as market risk prediction and control, dealer business philosophy and model innovation, etc. are vividly explained based on the current market conditions and own successful operation cases. During the training, I encouraged some dealers to express their opinions on some issues and introduce their own operating experience. At the end of the course, I set aside half an hour for dealers to ask questions and answer some of their own confusions.

After the course, many dealers asked me to exchange contact information for future communication. One dealer said to the general manager of the organizer during dinner that we like to listen to such courses, and in the future it is recommended that the organizer conduct such training once a month. , no matter how busy you are, you will still come. Once you learn it, you can use it, and you will see results after using it. This training left a very deep impression on me, and I can still remember it as new after so many years. 3. Stick to the theme and have clear layers. The training content should be closely related to the theme and should not go off topic. The content should be clearly layered and coherent, and should not be messy. Once, a friend's company hired a trainer to train its salesmen. Because the trainer did not understand the industry, he rambled on, but because his language was very vivid, he told many pornographic jokes, which made the classroom atmosphere very active and the students listened very interestingly. But in the end, everyone learned nothing but pornographic jokes. Nothing is learned except jokes passed around. Every time I do training, I will focus on the training needs. I will outline the training outline after deciding on the topic. I also spend more energy on this aspect than on courseware. I strive to highlight the topic and have clear layers, so that students can think clearly during the training and have a better grasp of knowledge. understanding and mastery. 4. Full of passion and interactive experience. One thing that distinguishes corporate training classes from school education classes is that corporate training should increase the interaction between teachers and students. The first is to activate the classroom atmosphere, enable students to learn in a relaxed and happy atmosphere, and increase everyone's interest in learning; the second is to allow students to experience it in person and give full play to their initiative and thinking ability. Before the training, I divide the students into groups and democratically elect group leaders. The groups answer classroom questions and participate in classroom development games to add points based on performance. After class, rewards are given based on the scores, and each group is encouraged to look at the scores. For honor, team honor is higher than life. Each group of students will actively participate in the competition. Each group competes with each other in terms of scores, and the learning effect is very outstanding. In the end, although there are first and last, I reward them all and praise their team spirit. A strong sense of honor and mission inspires and motivates everyone. 5. Equality, respect, relaxation and harmony. In corporate training, the relationship between teachers and students should be equal. Trainers should not be condescending, complacent, or have a bossy tone. They should even criticize students who are not satisfied with their performance in public, which will hurt the self-esteem of some students and even cadre students, making the classroom atmosphere very tense. , affecting the training effect. I advocate a happy and relaxed learning atmosphere, and I emphasize this no matter what the content of the training course is. When explaining the class requirements, coupled with some humorous pictures, the classroom atmosphere will be livened up from the dull moment. During the training process, I often quote some vivid, humorous and philosophical stories to illustrate the problem, so that everyone can understand the profound truth through laughter. Last year, I gave a company's terminal promoters training in "Potential Development and Team Building" in Xi'an. The students were all young girls in their twenties. Through beautiful background music and passionate and poetic speech-style language, I Through touching life stories, every student can experience the meaning of life, the preciousness of life, the greatness of true love, the importance of teamwork, and the passion for progress in the tears of emotion. When I see the students shed tears of emotion, I give them warm heartfelt thanks. During the applause, I also shed tears with them. The effect is self-evident. Even now, several students often communicate with me via email and send sincere greetings from time to time. 6. Scenario simulation and actual combat drills. The role of corporate training students is reflected outside the classroom, that is, whether each trainee's work ability and work performance can be significantly improved in actual work. Therefore, corporate training is not intended to increase the knowledge richness of trainees, but to improve individual comprehensive abilities and work performance through imparting knowledge. Although the classroom time is limited, I design some cases based on actual work conditions for each training and let the students practice them in the classroom through scenario simulation.

For example, when I was training courses such as "Market Research and Segmentation", "Customer Development, Communication and Negotiation", "Service Marketing", "Hotel Service Management", "Bank Service Marketing" and other courses, I asked the students to take turns playing the roles of customers and Marketing (service) personnel designed the questions and scored the students' performance according to the scoring rules. After a group of simulations, students were organized to discuss and comment. They not only practiced what they learned in the classroom through on-site simulations, but also improved their performance. Everyone's ability to understand and use knowledge, while correcting common problems at work, and summarizing excellent experience at work, greatly improved the students' comprehensive ability. With the development of enterprises and changes in the competitive environment, enterprises continue to put forward new requirements for the quality of trainers. As trainers, they feel increasingly pressured and challenged. Only by constantly learning and summarizing, constantly innovating and changing, and always adhering to an effective style can we be successful. In an invincible position. (Excerpt from teacher Yan Zhimin’s article) Practical lecturer Yu Jianzhong introduces: Marketing general manager, well-known lecturer, consultant, marketing consultant of Beijing Bozhi Shengda Enterprise Consulting Agency, chief marketing consultant of Beijing Zhesi Weiye Culture Company; China International Brand Strategy Development Federation Expert of the expert group; lecturer of China CEO Training Network, famous lecturer of Global Brand Network, special guest of "Global Brand Network", "China Marketing Communication Network", "China CEO Training Network", "China Famous Trademark Network", "IT Business Network" and other online media and magazines Columnist and special writer, with 6 years of practical experience in marketing and sales, he has gone through the entire process from salesman to regional manager to general manager of marketing. The courses "Corporate Profit Model" and "Corporate Money Making Sword" are highly praised by small and medium-sized entrepreneurs. ! Known as a profit coach by companies! And it has been successfully proven by many companies!