Twitter is often described (rather wonderfully) as being ‘Device Agnostic.’ At Phoenix, we like to think of ourselves as being ‘Industry Agnostic.’ That is to say, we work across a broad range of industries, from Media to Manufacturing, from FMCG to Financial Services. There’s a very simple reason for this, the skills we specialise in – Leadership, Management, Communication and Sales, are transferable. In other words, good management looks the same in any organisation, and the same can be said for almost all soft skills training. Ultimately – soft skills are all about people, and successful training is all about making people better at what they do.

Our broad experience has taught us much, but today I’d like to focus on one key area – Buying Training.

Many organisations make the mistake of buying training as a reactive response to a perceived problem – i.e. arranging sales training if the figures have dropped off, or management training if staff morale is low. The problem with such reactive training is that it tends to be generic or (to coin an awful HR phrase), ‘sheep dip’ in nature, the kind of training that tackles the symptoms and not the cause. Typically this approach to training results in a short-term lift but changes nothing in the long term, effectively offering very little return on investment, and in the worst case, actually disengaging staff and hindering their development.

With that in mind here are four things to think about when arranging training:

1: What are you trying to achieve?

Before arranging any training, it is vital to have an understanding of what you want to achieve, and why. Put simply, the training must be designed to address the requirements of the participants. Sending sales people who struggle to close deals on a ‘closing skills’ course, may appear to be logical at first sight, but what if the underlying reason for their difficulty lies elsewhere – for example in poor questioning skills, or in the way they are managed? So talk to your staff, and talk to training providers, be open to new ideas and be ready to have your assumption challenged.

2: Train the right people!

You’d be amazed how often our trainers hear the phrase ‘my manager needs to go on this course.’ When thinking about training, you need to make sure that you are focusing on the right people. For example, if a sales team are underperforming, then it may mean that they need some help, but what about the sales manager? Is the team’s performance down to them? Perhaps the manager lacks the skills to motivate and support their staff effectively. If this is the case, then all the sales training in the world will not address the root cause. The same goes for middle managers, ask yourself, can any of their issues be traced upwards? What behaviours do the senior management team display, and are any of the negatives trickling down. Senior people can find it hard to admit that they’d like some support, but there’s nothing remedial about good training, personal development can only be positive.

3: Make the training relevant!

Sadly we often meet clients who have previously suffered poor training. Sometimes this is down to weak delivery, but often the cause is simpler – the training was not participant relevant. If participants cannot see how to link what they are learning back to their own roles, then at best they may find the training interesting, but not particularly useful, and at worst they may be bored and irritated. In order to be effective, training must be made relevant on a personal level. In practice this means effective pre-course consultancy – ensuring the provider understand participant requirements as well as organisational ones. By keeping group sizes small you can ensure that participants are able to fully engage with the trainer, and understand how to apply what they are learning to their workplace.

4: The importance of support.

Before embarking on any training, whether it be a one day course or a full blown programme, we’d recommend that you think very carefully about how you plan to support the training. Effective support is absolutely key to the success of any training event; without support it is almost impossible to embed learning and sustain any long term improvement in performance. Staff should come back from any training event feeling excited, motivated and eager to put new ideas and skills to the test. Invariably not everything new they try will work first time, they may meet resistance from colleagues, lack the confidence to make changes, or just struggle to transfer classroom learnt skills to the reality of the workplace. If there are no systems in place to support newly trained staff, then the vast majority of them will lapse back in to old habits, effectively rendering the training worthless. On the other hand, well supported staff will maintain momentum and continue to improve and develop. There are many ways of providing support, but in our experience there are two broad methods which prove particularly effective when combined:

Firstly, ensure that management are fully aware of what the training entailed. This may mean just reading the course agenda, arranging a debrief with the provider, with the stakeholders, or just pending time speaking with their staff about the training. Only by understanding what the training entailed can managers hope to provide valuable support. There’s nothing more damaging to training effectiveness than a manager who appears disinterested, or simply expects their staff to improve post-training, without offering to support them!

Secondly, ensure that staff take responsibility for their own development. At Phoenix we ask participants to complete a personal action plan. This doesn’t have to be anything major, just a commitment to trying out some new ideas or making a few changes on the back of the training. Ideally these plans should be shared with line managers and followed up on – if the participant has met their goals then this is an opportunity for praise (and a great indicator of success), if they are struggling then it’s an opportunity to provide further support and encourage development.

James Ashburnham, Client Manager, Phoenix Training