Written by: Vickie Sullivan | February 08, 2024
Why Your Training Fails to Impress: Insights Revealed
In business, people perceive training as essential. The problem is professionals who want it don’t receive it or their team leaders don’t think it provides tangible results.
MarketingProfs’ 2023 State of B2B Marketing Training Report provides an on-the-ground perspective that doesn’t look pretty.
Yep, the study is narrow, addressing only B2B marketer training. But the gaps uncovered in the report can show up anywhere. And professional trainers like you are the best person to close them.
2 Ways Professional Trainers Can Close the Training Gap
Here are two things you can adjust right now that will make a big difference.
• Be Exciting: Less than half of the survey respondents said they finished online courses. The #1 reason why they bailed on the program: The course was boring. In this fast-paced world, people’s attention is fleeting. You must keep learners engaged and focused. Having an animated tone isn’t enough. Follow what top trainers do, such as incorporating shorter videos, quizzes, games, and other interactive features. Increased engagement not only will ensure they finish the course, but it will also improve their learning retention. And that metric is what buyers will judge you on.
• Focus on Execution: Learners’ biggest complaint is that the training is too theoretical. Fair enough. But what can you do to fix that? Include real-world examples, templates, frameworks, and checklists. Perhaps it’s time to move past asking the big questions that help attendees think and instead give specific direction.
A lot of service providers offer training to expand opportunities with clients. That strategy isn’t a sure thing anymore. Buyers expect a direct connection between their learning investments and real-world results.
Listen: How to Position Training as a Bigger Part of Your Service Portfolio
Now Read This:
- Corporate Training Trends to Keep an Eye On
- Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road