Time and time again, I’ll hear leaders say that they have an experienced team and their folks don’t need training. They will lament the fact that people are not reaching their goals and objectives. There is a constant flow of problems that the team is looking to the manager to solve. This is where employee education becomes crucial, as it equips teams with the skills necessary to address these challenges effectively.
We’ll work with companies where the leadership will worry about the amount of time needed to complete the prework and, in many cases, reduce it. Usually, the amount of time required is the issue. It sends a bad message to the participants since much of the prework relates to their day job. Leaders unknowingly communicate that it is ok to take shortcuts when you do your job.
It takes me back to my days in the military. Training was a high priority. Being in a maintenance company, we had training every Wednesday. I can’t tell you how many times we did first aid, which everyone hated. We would groan during another one of these training sessions.
We only appreciated the training when my platoon sergeant broke his ankle and went into shock during a major field exercise. Everyone knew what to do, and we were able to move the unit into position.
I was reminiscing with another officer about land navigation during ROTC training. They related having to do land navigation during a driving rainstorm. As a college student, she didn’t see the value in this exercise. She related being in Germany, leading a convoy of trucks during a snowstorm. She could barely see outside the lead truck, and the team was expecting her to get them to their location without getting lost. She was grateful for the earlier training experience that helped hone her skills.
What does this have to do with sales and account management? As the leader, you are responsible for driving results and performance. Training is an often missed component of performance. Employee education is vital and includes the before, during, and after experience. As a leader, you play a critical role during this process. Here are the steps for you to take.
Before the training
Engage with training leaders to ensure alignment and preparation for a successful session. Communicate team goals and the expected outcomes. Leaders should also collaborate with training leaders to review the training agenda and materials, ensuring they are relevant and tailored to the audience’s needs.
Prework completion is critical in ensuring participants are prepared for training. By completing assigned tasks beforehand, individuals can engage more effectively with the material, which allows for a deeper understanding during the session. Sometimes, key elements of the prework are related to the job.
For example, if participants are asked to do a market analysis so they can develop a PEST, they will use this process when creating their business plan. If they skip this work, don’t expect the plans to be robust.
Additionally, clarifying the objectives of the training is essential. Participants need to know why the training is necessary, what outcomes are expected, and how it relates to the overall business objectives.
A pre-training call is a valuable step in setting the stage for success. It offers an opportunity to address any questions, set expectations, and ensure everyone is on the same page before the training begins, resulting in a more productive session.
During the Training
Leaders should be actively engaged during the training, setting the tone for the session and demonstrating its importance by their presence. They should facilitate interaction by encouraging questions and collaboration while providing real-time feedback to reinforce learning.
Monitoring participant engagement and adjusting the approach, when necessary, helps maintain focus while drawing clear connections between the training content and real-world application, ensuring that participants see the relevance of their roles.
Finally, leaders should encourage reflection and participation, prompting attendees to think about how they will apply what they’ve learned. This hands-on involvement from leaders makes the training more effective and impactful. By focusing on employee education, leaders can create an environment that fosters growth and development.
Maximizing time in training is essential, as it’s often more valuable than the financial investment. A well-structured, focused agenda ensures every moment is productive. Participants leaving early diminishes the value of the training and sends a message that the training isn’t important. We had a training engagement where half the participants left during the last hour. It destroyed the rest of the training.
After the Training
After the training, following up and coaching are essential to ensure that participants apply what they’ve learned. Post-training coaching helps reinforce key concepts, providing guidance and support as employees begin implementing new skills in their roles. This ensures sustained growth and addresses any challenges that may arise.
Additionally, peer-to-peer coaching empowers teams to continue learning from each other, fostering collaboration and creating a supportive learning environment where knowledge is shared.
Email reminders are a simple but effective tool for keeping key lessons at the forefront of one’s mind. Periodic follow-ups through emails can reinforce training content, ensuring that important information is not forgotten.
Lastly, adopting a feed-forward approach, where feedback focuses on future improvements rather than past mistakes, encourages continuous development and helps individuals perform better in upcoming tasks or projects.
This combination of coaching, peer support, and ongoing feedback creates a solid foundation for long-term success.
Final Thoughts
Employee education and training isn’t a luxury—it’s a necessity for building a high-performing team. Reflecting on my military experience, where training was a top priority, I see clear parallels to leadership in business. In moments of pressure or crisis, the value of repeated, thorough training becomes apparent. It sharpens skills, builds confidence, and prepares teams for any challenge.
In sales and account management, leaders are responsible for driving performance. This responsibility extends to every stage of training—before, during, and after.
Preparing participants, staying engaged, maximizing time, and reinforcing learning through follow-up and coaching are all essential steps. By investing in the full training process, leaders build teams that are not only knowledgeable but capable of translating that knowledge into results.
Ready to elevate your team’s performance? Download our FREE Training Checklist for Leaders for essential strategies. You can also reach out to us HERE for personalized advice on maximizing your training efforts!
