Important Announcement #14
DATE: March 14, 1997
TO: Industry Colleagues And Friends
FROM: Stiernberg Consulting
SUBJECT: Training Programs and Latest News!
More Big News: This is to share some ideas and update you on activities since Important Announcement #13 was sent in November 1996.
Training: Adding Value
There's a ripple--not a wave yet--in corporate America. It's the renewed interest in training. One traditional category of training focuses inwardly in an organization and is used as a human resource tool to improve staff performance. For example, job skill training is tailored to needs that are identified in periodic performance reviews. The other direction training takes is outward: to dealers, reps, and end users. Progressive companies know that sales and product applications training gives them an edge in the marketplace.
Why do training? In house programs are increasing for several reasons. Public education programs are turning out graduates with serious basic skill gaps. Many companies realize that new workers need specialized training that they can only get on the job. As corporations forge their own unique cultures, promoting from within has an increasing value. Training can help employees with high potential move up the ladder into positions that match their abilities. Out in the field, product and sales training can give reps and dealers the tools to communicate the company's story and its product message. Benefit: customers view effective training programs as support from the manufacturer and therefore keep that company's products top-of-mind.
How do we know if training is working? Evaluate. Make the program trackable. We're all familiar with the one-page questionnaires we fill out at the end of a typical seminar or workshop. While these evaluations are helpful, they provide feedback at only one level: whether or not participants liked the course. Donald L. Kirkpatrick's book Evaluating Training Programs describes four levels of evaluation. Each level leads to more accurate measurement of return on investment:
Level Answers the question
1. Reaction Did they like it?
2. Learning Did they learn it?
3. Application/Behavior Do they do it on the job?
4. Results Does it achieve the results you wanted?
The fifth level of evaluation measures return on investment with training as the control factor. At this highest level, costs are compared to the program benefits (increased sales, improved employee retention, fewer sick days, etc.). Good training programs are an investment--in time and money. Of course, the key to any effective training program is planning. Done right, effective training programs don't cost --they pay.
Faxback Survey #14: ...Training?
Does your company have a formalized training program? Is it internally or externally focused? Do you view training as a strategic element in your business plan? Does your company have a tuition reimbursement plan for employees?
Your feedback on this topic is valuable. Please respond via Faxback Survey #14 enclosed. Simply make a few notes and fax or mail as indicated. Results of the survey will be announced in Important Announcement #15.
Survey #13 Results: We Have Another Winner!
Thanks to those of you who responded to Faxback Survey #13. Of those responding, 28% have either a written or unwritten communication policy while 64% have no policy. Face to face communications ranked #1 in both effectiveness and as favorite communication mode. Interestingly, telephone was the second most effective communication tool while e-mail was the second favorite. Is e-mail overtaking the telephone?
The winner of the homemade truffles and the $25 American Express Gift Cheque is Peter Hoagland of A/V Marketing and Product Consultation in Warrenton, VA. Congratulations!
See You At Upcoming Trade Events
We will be attending upcoming industry events and would like to know if you are planning to attend:
* PARA '97, San Diego April 12-16, 1997
* NSCA Expo, Charlotte April 16-20, 1997
* Hi-Fi '97, San Francisco May 28-June 1, 1997
* Infocomm '97, Los Angeles June 5-7, 1997
* Habitech '97, Dallas June 23-26, 1997
We are also presenting seminars at the PARA, Infocomm, and Habitech events. Please let us know if you or someone from your company will be attending each of these key events. Simply check the appropriate box on the enclosed Faxback Survey #14.
Special Prize Drawing
The prize drawing is a regular feature of the Important Announcement Series. Here's how to enter: Returning the survey enters you in the special prize drawing. The prize this issue is a combination of the book Evaluating Training Programs: The Four Levels by Donald L. Kirkpatrick and a $25 American Express Gift Cheque. On Monday, April 21, 1997, the winning survey will be drawn at random from the ones received by either fax or mail. Sound like fun? Please respond today!
About Stiernberg Consulting
We are business development consultants. Our clients include manufacturers, publishers, and trade associations in the electronics industry, with emphasis on entertainment and communications. We work on a wide range of projects from strategic planning and market development to event production, training seminars, and custom research.
Let's Talk Soon!
We would like to share more information about our practice with you. Please request our current Business Profile and Publications/Seminar Index by checking the box on Faxback Survey #14, or contact us via post, telephone, or electronic mail. Our nascent web site is open at www.stiernberg.com. Please note our general e-mail address: plans@stiernberg.com.