A couple of years ago, I had the opportunity to attend what was, arguably, one of the most entertaining, passionate and inspirational musical events I've ever experienced: a U2 concert.

Bono, the group's lead singer, led the audience through a wide range of emotion. We felt the pain and loss of the 9/11 victims in New York, New York. We experienced the profound love and separation of lovers in One, and we re-enacted the rage and political indiscretion in Sunday, Bloody Sunday. We left the arena jubilantly singing It's A Beautiful Day, and it had been, for we had been thoroughly entertained.

Rock concerts, musicals and football games are meant to be entertaining. Training programs, on the other hand, should contain an element of entertainment, but entertainment itself must never be an end goal.

Too many of our training and educational programs today seek to entertain, but do little to facilitate the learning process. In a time where multifaceted points programs are being introduced, corporate mandates to maximize profits and increase efficiencies are being dictated and a global plea for a more consumer-centric sales process is being heard, effective training programs are more critical than ever.

So, just what are the elements for a results producing training program and how can we implement one without spending thousands of dollars or interrupting the status quo? Education, entertainment, facilitation and coaching. All four pillars and a combination of their corresponding distinctions must be present in order for any trainer or training program to produce the courses desired results. Just like legs in a chair, or links in a chain, removing or weakening one will sabotage any attempts to achieve your desired results.

According to the Adult Learning Theory, we retain 10 percent of what we hear, 50 percent of what we see and hear and 90 percent of what we see and do.

THE EDUCATION PHASE

The dispensing of information regarding a company's products and services is the most commonly and in some cases the only training tactic used in our industry today. Although it is vitally important to assure accuracy and integrity in any sales organization, it is typically characterized by the one dimensional, auditory classroom style of teaching and learning.

Many organizations are desperately attempting to recruit and retain shiny young college graduates, GenXers and other untarnished hipsters into our industry only to lose them to the culture of "super cool" presented by tech companies, and even Starbucks, offering a fraction of the pay. With the average attention span waning and the need for multi media increasing we can hardly expect our new recruits to be satisfied with a two week long dissertation on product knowledge and psychology presented with pens and markers on a white board. What's worse is the ever popular method of "Ride with Jim, read this, and be ready to take a tour tomorrow."

The education phase should include:

• Delivery of company and product information;
• Transfer of information related to wall property and model tours;
• Information associated with accompanying sales tools, collateral pieces and directories;
• Explanation of HR issues, sales compensation plans, policies and procedures and
• Assessment of the participant's skill level using exercises, role plays, quizzes and evaluations.

THE ENTERTAINMENT PHASE

As managers, we often become frustrated and even prickly with our salespeople when they're "telling not selling," when they deliver their presentation in a monotone fashion or just plain bore their customers. (Bear in mind, no one's bored when they're talking, they're bored when we're talking.)

While it's painless to shift the blame, we must openly assess our own training program and ask ourselves: "Is my training monotone? One dimensional? Uninspiring? Unemotional? Or is it filled with drama, passion, interactivity and heart?" The quality, preparation, passion and excitement within the students' training experience will be duplicated with the customer.

The entertainment phase is characterized by using interactive methods to make an emotional connection and to periodically change the emotional state of the participants.

The entertainment phase should include:

• Use of the five senses, such as the use of PowerPoint presentations or other visual aids, physical activities, music, a graduation lunch etc.;
• Creative use of metaphors, stories, analogies and humor;
• A system of rewards and recognition and
• Social and cooperative group activity.

THE FACILITATION PHASE

According to the Adult Learning Theory, we retain 10 percent of what we hear, 50 percent of what we see and hear and 90 percent of what we see and do; involvement is truly the key to effective learning. When we train in 90 percent lecture format, can we really scratch our heads when our reps replicate this behavior with our customers?

It is in the facilitation phase that the knowledge and skill set of the trainer and the course content are transferred to and internalized by the participants. Only after the transference has occurred can the application to the sales process begin.

The Facilitation Phase includes:

• Well-planned interactive activities including: case studies, role plays, pictograms, skits, projects and a myriad of other contests, games and projects;
• Learning not only from the instructor but from the life experience of other members of the class and
• Application of training principles to life experience, thereby expanding and integrating the participant's knowledge base.

THE COACHING PHASE

It is the final phase, however, that serves to maintain, reinforce and assure the long term success of the other three. The coaching phase is used to develop and reinforce all skills introduced in the current curriculum and will continue throughout the sales professionals' career. It is the most time-consuming phase for all trainers and managers and is characterized by the coach's mantra: Practice, Drill, Rehearse! Coaching takes time and is an ongoing systematic process. Information is best assimilated in the brain if it is systematized, numbered and compartmentalized; for example: The 12 Steps of the Sale, the Five Rules of a Third Party Story, etc.

Multiple problems arise when the coaching preceding the initial training is inconsistent. Instruction offered by TOs in the sales lounge or by a whole host of other sales people and self-appointed coaches, while seemingly harmless, often undermines and contradicts your entire training program and threatens the overall retention and profitability of your resort.

It is not so important whether it is determined that there are 12 steps to the sale or eight; what's important is that collectively and without ego, a team agrees on the system, sticks to it and reinforces it through audio, visual and various means of interactive support.

The coaching phase includes:

• A system of feedback in writing to be implemented after a task;
• Consistent interaction and dialogue with students to discuss strengths and weaknesses. Always have the student self critique first;
• Follow-up drills and support that reinforce training distinctions and psychologies that are part of the overall training system;
• Periodic and planned one on one assessments and coaching where a specific and measurable action plan and follow-up plan is implemented discussing not only what is necessary for them to do, but why and
• Celebration and rewards for improved performance.

So with all of these great distinctions on training, and countless books and articles on coaching, why do our training programs fall short resulting in huge losses of efficiencies and self satisfaction?

Perhaps we have all the knowledge, but simply don't now how to execute. As Bossidy and Charan write in their bestseller Execution, the Discipline of Getting Things Done: "Execution is a systematic process of rigorously discussing hows and what's, questioning and tenaciously following through and ensuring accountability... It is the missing link between aspirations and results."

No wonder training programs are so difficult to execute. After all, who is there to educate, entertain, facilitate and coach the trainers themselves? Most trainers and managers in the industry today have had extensive coaching, training and practice in the sales process but have never been taught the distinctions of being a competent trainer and the psychology of the learning process. Akin to internalizing the distinctions of selling, mastering the distinctions of training is a process, not an event.

Moreover, even fewer trainers have experience developing and producing effective interactive training curriculum. This requires an entirely different skill set. Facilitating the learning process and developing the underlying curriculum that supports it are as distinct a skill set as writing a play versus acting in it.

Whether your goals are to increase profits, spend more quality time with your loved ones or simply to have greater fulfillment on the job, an effective training and development program might be the quickest way to achieve them.

President and CEO of the Shari Levitin Group, Ms. Levitin has over 19 years of experience in every aspect of the timeshare industry.