Lange Zhiyang International Marketing Consulting Agency Yu Fei
Published in China Business Times on October 23, 2008
At present, there are more and more kinds of corporate training.
However, in this storm of training fever, how much is the value for money?
Once in Nanjing, a student told me that he had listened to many courses on "sales multiplication" and "how to become a billionaire" last year, the atmosphere at that time was very lively, in order to cooperate with the content, the lecturer danced with his hands to fully mobilize everyone's emotions, engaged in push-ups, hugging each other, shouting slogans and other actions, some young people were still in tears, afterwards he recalled that he had not learned much since leaving the class, but insisted on ah, passion and other inspirational words listened to a lot, only felt that the head was empty.
Moreover, by chance, after I learned about the background of the lecturer through other channels, I felt very strange: a young man who is only 27 years old this year, who has not done sales for long, but has the courage to teach others how to achieve sales multiplication, and a person who has never created a business and only shows off his mouth will also teach others the method of becoming a billionaire, which is really eye-opening.
The student once asked me: Teacher Yu, is the training industry very deep?
Find a trainer to focus on "the slightest buckle"
Now, due to the fierce market competition, most enterprises recognize that the competition in the market is ultimately the competition of people, the competition of employee quality, and realize that training is an investment with the smallest investment and the largest rate of return.
Knowing what to invest, the problem is not knowing how to invest and where to invest.
I didn't figure out what kind of training enterprises needed, but only knew that I invited people to take classes and organize various types of training, and the results could be imagined.
Invested a lot of financial resources, manpower and enthusiasm, employees may not appreciate, many people think I need, the enterprise does not do, I do not need you to do training, but feel troublesome, bosses and employees think that it is spent money and did not do a good job.
Nowadays, companies looking for trainers, the common way is to communicate with the training company or outsource to the training company, which is one of the fastest and most economical ways.
However, relative to most domestic SMEs, businesses look for marketing trainers. Often in reality, when it is necessary to improve or solve problems, etc., in fact, training carries the development of "knowledge, skills, attitudes" in some aspects, and may have other incomparable importance to enterprises relative to specific indicators such as sales volume increase and share increase.
Therefore, not only should it be found in a variety of ways, just like "finding a needle in a haystack", but also pay attention to the principle of "getting into the button".
For example, the first is to determine whether the industry is a lecturer in the evolution of some practical professional managers who have achieved some achievements, which is a common problem that confuses the corporate training department.
If it is the needs of the industry, the marketing ability of the industry is not strong, and it is necessary to open up and break through the marketing ability restrictions of the industry, then it is most appropriate to select some real practical people who have many years of rich experience, and have been summarizing, and at the same time forming their own marketing system.
They can give enterprises the most impactful and effective reference and enlightenment, so that enterprises can obtain core capabilities that competitors do not have, and it is possible to form core competitiveness.
The actual combat background is the most important
I believe that as a training instructor who is really helpful to enterprises, in addition to being familiar with the theoretical framework of corporate strategic branding and management and the process of corporate strategy formulation, you should also have rich practical experience.
Because only with rich practical experience can we have a clear context and analysis of the background and solution process of typical successful and failed enterprise cases in brand building and management at home and abroad, so that employees can find and obtain knowledge in the process along a clear line of thought on the overall background of the enterprise, the small background when a problem occurs, and then the thinking process, the competitive environment, and the solution method, so as to diverge from the theory and specific cases, and guide the trainees to "learn from each other".
In addition, whether facing middle-level or high-level students, the teaching and presentation style should be relaxed, lively and slightly humorous. This is very important.
It should be noted that since leaving the classroom, almost all adults have survived in constant "movement", and boring meditation will make everyone very painful and boring.
A qualified trainer should be a person with rich practical experience in marketing, not just a person who is born in a school, and even "a needle has not been sold personally".
Only if they have a wealth of practical experience in marketing, can they make their own training resonate with everyone, it must be known that all the trainees participating in the training are market practitioners, do not turn the training into a theoretical narrative, the training that is divorced from the actual battle can only be empty talk, do not let a delicious pie feast become a fatal trap.