I recently attended Carew International’s Dimensions of Professional Selling (DPS) workshop. I had the pleasure of learning from John Evans, a trainer who has truly mastered his craft. Reflecting on John, as well as other trainers I’ve had the opportunity to learn from during my 25 years in business, I’d like to share some insight into what I believe makes a great facilitator:
Expertise – Having a mastery over the subject being taught is a must. It’s what gives the facilitator credibility. Without expertise there’s no good reason for people to take time away from work much less pay to attend a training session.
Passion – Knowledge isn’t enough because we can glean knowledge from a book. The great facilitator should practice what they preach. The more apparent it is to participants that the facilitator deeply believes what’s being taught, the more committed participants become to the learning process.
Stories – Storytelling goes back to the origins of humanity. We think in pictures. Stories help paint mental pictures which also aide in the learning process. In addition to that, when a facilitator weaves in personal and profession stories, it allows the participants to connect. We can get facts and figures from books but we can’t get connection. The more participants connect with the facilitator, the more they pay attention and learn.
Participation – Workshops should be about “doing the stuff” and actively participating. Great facilitators know how to get people to participate in a safe, comfortable manner. It’s like the great teacher you remember from high school or grade school. I bet part of their greatness was getting you involved so you could feel some of their passion for the subject.
John Evans displayed all of these qualities. That, plus excellent program material made for an outstanding experience. Again, we can learn from reading a book but the intent of workshop training is to develop knowledge and skills so participants feel confident to try new things. The great facilitator uses all four traits I’ve listed above to make that happen.
Brian Ahearn has spent more than 25 years in the insurance industry, the majority of that time in the sale arena. In addition to developing and delivering sales training for field associates at State Auto Insurance, Brian heads up State Auto’s sales coaching program. In his spare time he writes a blog, InfluencePEOPLE, which is followed by readers in more than 175 countries.
