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April 17, 2014
 Train
to the Brain
Ensuring retention in internal sales
team training about new procedures, rules, or products can be a little like
teaching grammar to fifth graders. The kids know they have to learn the stuff,
but they would much rather be outside playing (selling). Making the information
stick is a real challenge. However, that is not a problem for digital sales
trainer pros Kristin Townsend and Kate Darling at American City Business
Journals.
Try a Little Rib Eye
When Kate wanted her group to understand why ACBJ added SEO/SEM as digital
options for their clients, she said, “At ACBJ we strive to have the most
digitally savvy Account Executives who can comprehensively counsel their clients
on what digital products they should be including in marketing campaigns. All of
the research shows that when looking at how advertising dollars are allocated by
companies, SEO/SEM composes the largest part of the budget. It has become a
necessary piece to any marketing plan.” And then drove home the point by
adding, “By omitting SEO/SEM within a marketing program, it’s like a
Steakhouse omitting a rib eye from the menu. You can't leave out the best part
of the menu. People expect it and need it.’” Point made.
What is the Customer Experience?
I don’t know if the ACBJ staff is particularly fixated on food, but Kristin also
uses a restaurant analogy, but this time to reinforce the importance of campaign
execution excellence. “When you go to a restaurant and the food is
fantastic, the service is excellent and you thoroughly enjoy yourself, the bill
comes and you’re happy to pay it. Someone stops by your table… asks you how
everything was… and you’re confident it was money well spent.”
“Now when you go to a restaurant and the food is so-so and the waiter is
nowhere to be found, the bill still shows up… and unfortunately you’re still
stuck paying the check. It doesn’t feel nearly as good!”
“When we execute campaigns for our clients without offering them top-notch
service and delivery reports with feedback and success stories, we’ve served a
less than delicious meal, never stopped by to check on the customer, and left
the bill on their table. And often, on top of that, we’re calling them at
renewal time asking for more money. We don’t want to be the restaurant that
leaves a bad taste in their mouth!” Again, point made.
Train to the Brain
What point do you need to drive home or to simplify in a training session:
-
The
rationale for a new product?
-
The
importance of a new procedure?
-
The
value of a cultural norm?
Anyone who trains
sales teams, runs orientation sessions, or explains procedures, software, or
processes benefits from remembering that we humans are wired for visuals. The
brain loves images, responds emotionally to them, and, remembers them. Because
metaphors and analogies by their nature are visual, it is a win for everyone to
create and sprinkle them throughout your training.
Or, to put it in ACBJ terms, the result you deliver will be a much tastier
message for your audience!
Anne Miller
Make What You Say Pay — With Metaphors.
For more on American City Business Journals, visit
www.bizjournals.com
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