We Learn by Doing

From Coach Kristen:

My husband is a brilliant man. He currently holds 3 patents and has at least 15 more in the submission process. As an engineer, he is challenged with the task of creating proto-type vehicles for International Truck and Engine. He's brilliant. But he was a horrible student. He struggled with "book work" and found lectures insufferable. Not all students can simply read something and immediately apply it. We learn by doing.

When I was part of the training department in a major pharmaceutical company, I had the responsibility of teaching new hires and seasoned representatives. Our initial training was several weeks long and included book work, lectures, preceptorships, field visits, tests, and simulations. These "role plays" were dreaded by all. But all would begrudgingly admit that they were extremely valuable.

When a sales representative gets to perform in a safe, controlled environment, they can make mistakes without serious repercussions. They get the opportunity to test drive their words, marketing pieces, and to see if they can apply what they've learned before going "live". Errors can be righted. And a baseline for performance is established so managers and trainers can evaluate growth and development over time.

Setting up a role-play situation should be a part of every sales professional's training. It can be accomplished in your corporate office or a hotel meeting space. It should include "real life" situations-use real customer profiles-and common obstacles reps will face day-to-day. Utilize a seasoned team member to act as the customer and coach them on what to say, how to act, etc. Then observe the interactions and provide coaching at the end of each role play scenario.

If you don't have the resources available for simulations, consider hiring a coach from a reputable organization. Sales Coaches can construct these simulations and work directly with new and seasoned reps so they can hone their selling skills.

Yes, we learn from books and lectures. But to ensure the learning is internalized, the learner must do.