After graduating from a decade ago continue to accept a variety of marketing efforts in training, to 6 years ago doing freelance trainers all over the country training others to the rostrum, on the training industry's past lives fairly familiar. Recently circle a few friends in the chat, talking about how to look at the development of future training industry topics, a friend suggested that I express this point of view, to the training development of the industry some advice. According to the author's observations and research over the years, I believe that the future training of industry trends are the following:
from the emotional and blind obedience to rational and effective
training industry in the future I believe that the most important feature is the trend: obedience to rational from the emotional effectiveness. from the last century, beginning in the late 90's In mainland China to play in the A management model Liu, Chen's Success, Yu Shiwei general management courses such as the representative of the training school became popular, the rise throughout the training boom. the period because we lack knowledge of training, demand for training lack of understanding, training units who either pay their own to cope with the job, either to listen to other people's introduction to attend, the training aims to emotional, behavior, often blindly, and some do not go back and learn a lot of theoretical knowledge know how to use, while others are excited about the classroom, go back to the cabin, a few Tianyi motionless, and even the training of intoxication, just the opposite.
case: a business owner in the training of the company's repeated lobbying everyone bought a ten can be successful including eight deputy general resigned because of the classroom teacher from Taiwan, passionate style of performance, let them crazy, since everyone can succeed, everyone can be the boss, why he still is lower educational level than their own boss work? or your own business is ready! results of these eight brothers and after school to make a resolve to quit, and went to the Business Partnership. boss laugh and cry after knowledge and reason.
as the responsible people's understanding of the depth of training and enterprise training management system of continuous improvement, more and more rational attitude to training is no longer spend money on fun, what class is no longer what school classes, but pay more attention to training effectiveness, and do what business needs. my training stands for The House of Shenzhen Poly
training to represent the company through the successful operation of large open class, the rapid development of China's size and strength of the largest training company, with annual sales of 3 billion yuan, which in China can be said to be a miracle . But I know the success and accumulation is not completely open class participants widely recognized form of such training, but rather clustered into super model and execution of marketing success. In fact this training course participants form public satisfaction with gradually reduced, because the lack of specificity in many open classes, to meet the individual needs of students.
Case: held in a place famous teacher talk about a relatively large open class industrial equipment sales, this course is for sales of industrial equipment industrial sector, and the teacher speaks good, but to the students to do some sales of industrial raw materials, some selling to do construction projects, as well as fast moving consumer goods industry , there are hotel and tourism services, because the training company in order to sell more lessons, regardless of student-owned industries, ��� leisurely let students come, the limited relevance due course, many students Dahushangdang, this is really a sad.
more rational enterprise that, although effective training is the input-output ratio is very high, but ineffective training but the cost into one of the largest enterprises.
more rational business need to know in the end what the real purpose of the training and know what is the meaning, to know how to improve the training input-output ratio. enterprises that demand for teachers in general industry background public course limited, the limitations of course, can not be solved, and only house training programs targeted to address the individual business, the specific needs and problems of
case: I have received such a phone, the other is the General Manager of Dalian, a training institution, he One customer told me he was very influential in Liaoning Province, beer companies, business owners looking for him on their teacher to give marketers practical course about two days of marketing, the key is effective, cost is not a problem, he was the family business provides a certain number of well-known in the country of their choice for the teacher, the result of a not selected, because these teachers have industry experience and business properties too different industries, with the words of the boss, can use the layman to expert lectures have effect? boss asked him to find another teacher, the conditions must be in the beer industry more than a decade of marketing experience in actual combat. The results of this search for information online training companies, by contrast only to find I wrote in this industry is the largest number of articles , I is designed with the courses down the other side satisfied, a student told me that their company's training before he did not drowsing not once, but that two days he went to a high degree of excitement, because he learned the real thing, when I return business owners in person to the airport, but also gave me a very precious gift, parting last sentence is: the future of marketing programs that we no longer choose other teachers, you all contracted, and I think the reason that both the Northeast this The loyalty and generosity, and more effective role in the course of this simple move northeast entrepreneurs.
case: I have to do a national distributor of dairy enterprise the first night I arrived at the destination, the corporate director of marketing and training company entourage to accompany me to dinner, during which a plain, ordinary clothes who came in with alcohol, and asked: tomorrow, the teacher gave us a lecture Yan Who? voice hardly ever, the director of marketing, who immediately introduced me to respectfully, and immediately introduced to the Yan the man was their chairman. once said something, did not think the chairman and I was like family, happiness will meet you. The results did not think this guy will not give a little face, coldly said: Do not cotton to me, like family does not like family, and important, important is the quality of tomorrow's program, you are so young can speak okay? to know that our standards are high, you do the marketing for several years, you sure? your boss to give me the training to ensure that the company recommended to me the most practical of teachers, the results to give me a Mao Haizi, this is not ���� me ? tell you mister, if you say this course is not good, I do not give a penny, and never again work with you! followed by provocative tone told me: smaller Yan, if you can not speak, you say, is not difficult for you, tomorrow we talk about themselves, the level we are not that bad. I went through the thousands of businesses nationwide, and had never encountered this kind of thing, when there is a deep sense of shame, according to my temper, I will spot slams, refused to lecture for the customer, but I still rational control of emotions, I think that if I do not show the other side I do not feel emboldened and strength? I calmly and politely said: Yan total you rest assured, I was clerk to the regional manager and then marketing director, worked a total of 13 years sales, and also an industry, I have hundreds of times the confidence to tomorrow's class, the teacher is good, but you have your evaluation criteria, so be it, Tomorrow you personally to listen, if you are not satisfied you can stop at any time, I do not charge any fees the training. He said: Well, but you said, I hear tomorrow, I'll listen for ten minutes know good or bad, if not I immediately stopped, when no less than the stage you can not blame me. I said no problem. the next day morning course at a local gym as scheduled, a thousand numbers from the National full of dealers sat around yesterday, a course I am as planned until the end at noon I did not wait until he stopped. that he did not come? or was he satisfied with the course? when the lunch buffet Yan total cheerfully sit down together with me holding the plate, he has not seated I asked: Yan total, the morning has been waiting for you to stop, and can never wait, you did not go to the morning? He said: Yan teacher, I went early morning, in order not to give you stress, I sat in a corner of the final surface, you have a sense of the opening ten minutes I listened to the atmosphere and the content is very good, I secretly left the back door. But the teacher you Yan But do not get too excited, many of which are the best parts on the morning, afternoon, nothing, I afternoon sufficient time, I will listen to the whole, if not I will stop the.
I that there is no problem, welcome to the total Yan speak up. Results afternoon lectures he personally sat in the front row. This class I usually am about concepts and ideas, talk about strategies and methods of the afternoon, the results actual course of the afternoon is very strong, and My summary end of the course in the use of meditation, to enable trainees to close your eyes light music scene in the words of my guide in the memories of their own through the ups and downs in business, experience the hardships and risks, the harvest of money and happy memories with this enterprise, the integrity of kinship cooperation, companies can achieve only the interests of mutual support and win-win and long-term development. The total number of participants, including in meditation Yan was moved to tears fall. after-school students compete in many took with me a photo, so I signed, the total came to do the last Yan summary speech, he first bowed deeply to the people, said to all of us: First, I apologized to the teacher Yan, because of my bad temper, yesterday Yan teachers look for to see young and not afraid to speak his class today, being rude to him, did not think today's results exceeded my expectations of course, from everyone on the state of it all, I propose that next year, our distribution Business Training Conference, we also invite teachers to Yan, OK? Field violence in order to prolonged applause.
to gain knowledge from the rich to get the ability to provide the main to the past, many companies based
the overall quality of the staff poor, training is designed to allow students to gain more knowledge and upgrade their basic knowledge of abundance, upgrade their knowledge and literacy. For example, I received this a few years ago a customer needs: corporate marketing staff from the production of many line, and basically no background in marketing, the basics of marketing are basically ignorant about the day I give them the basic theory of marketing knowledge. I gave them a day to talk about the theory of knowledge: the nature of marketing What? What is the strategic 4P, what is the tactical 4P, what is 4C, what is 4R, 3A marketing what is and what is 3P marketing, what is the depth of distribution, what is the depth of marketing, what is the depth of co-marketing, what is the straight distribution, what is the disk drive. they are very satisfied with the evaluation. However, almost no such demand in recent years because of this knowledge from the Internet and magazines are readily available, companies are no longer on the training needs access to knowledge, and is to enhance students practical ability to solve practical problems. So I designed the curriculum but also to meet the needs of customers that I advocate and practice the Knowledge and case explaining, one-third of interactive discussion, one third of the simulation, and by the way, so that students spoon-fed from the past passive learning to active experiential learning, the knowledge into an effective combat capability and Students will be able to test in the classroom to learn how in the end, both in the classroom exercise is not good, in practice the performance can be imagined. Power Dekor other enterprises greatly welcomed, silk treasure, a vice president at the end of the course of my summary of his speech, asked the country office should be extended to this model will be in-house training and the morning, not long ago in a St. as the floor lecture on trainer to the stars of the actual combat trainer training industry is a Fuzao
industry, many teachers lack training in the practical innovation, style of rigorous scholarship, but over-speculation, or even false packaging, a teacher born a star. Some Star teachers have not done one large enterprise, executives are not dry on the day, alone, the gift of eloquence and bold super thick-skinned, integrating a number of other people's information, talk about nothing but talk about Welch, Bill Gates, Lijia Cheng, Zhang, Niu Gensheng, and other famous entrepreneurs is how to say, how to do, but few talk about how he is doing, because he did not done it! some of lack of field experience course the star teacher will become a story, but basically the story from a Ado students hear the story of a simple ear from the cocoon, or even to beat the teacher came to power. One can imagine the thousands of flowers moving to listen to such a course of tuition fees, might as well go to a bookstore to buy a book and read it more useful. < br> Case: A business owner on a million spent ten one thousand yuan to buy a ticket Rang ten to listen to a middle They have said that the teacher spoke very good results, learned a lot. the boss so that they have learned to talk about some of what, the results of the teacher students remember only some of the classic story about and a few small scripts uncivilized the rest did not remember what the boss is almost on the spot vomit blood gas.
getting more and more rational business owners understand that training is not taking the situation, figure lively, real, practical and effective is the last word. < br> Case: Jinshan Chemical is the Midwest's largest chemical companies in the country among the top five, enterprise marketing staff to prepare for all three days of real marketing training. to promote a training company for businesses, including me, to from Beijing, Shanghai and Guangzhou, five or six lecturers, but the business I chose, the reason is very simple: the company chairman is a very rigorous and detailed entrepreneurs, have heard many large open class, and the evaluation is not high require teachers to give lectures must have full understanding of their business, requiring teachers to conduct research and interviews to the enterprise after the lecture, the results of several other teachers can not meet the needs of business, and I started the consultation training model DET {class before the diagnosis (diagnose) + class to experience (experience) + after-school track (track)} just to meet the needs of enterprises, the results I have been to corporate site visits, interviews, seven times, a full foot enterprise data collection thick, all of courseware in all the cases since in this enterprise. After the training, the CEO of this spot, said five to seven days and then set my course.
Case: Cody is a veteran of the frozen food brand, in this year's national dealer meeting, Cody Group for inviting me to speak to the distributors and marketers half of the complete, I had the most critical and most practical, most real part of the in-depth explanation. results are not co-training company a few days notice me: very satisfied customers last course, but unfortunately too short, the customer would like to ask me again to their company for modern country manager and regional manager of channels do a two-day said: We attach great importance to the development and construction of modern channels, so the marketing staff and management of the modern channel development and more emphasis on skills upgrading, we had two before you have asked the teacher about the course, but the effect is not ideal Therefore, the cost of a lot of money to spend this time asked me twice about the same subject, because the practical effect of my courses so that they benefit.
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