One of the greatest challenges of the 21st century is keeping a company’s professional sales force ready to meet rapidly changing marketplace conditions. In a business world that continues to spin faster and faster, with more and more products launched in record speed, by the time needed training (even e-learning) is developed and initiated, it is often obsolete. How, then, can every professional sales representative be trained on a daily basis in a cost-effective and timely manner to sell against the ever-changing competition? Fortunately, Web-enabled performance enhancement technology exists; however, it needs to be supported by effective instructional design.
Two recognized, deceased masters in the field of performance improvement—Dr. Thomas F. Gilbert and Ned Herrmann—provided some of the answers. Both of these men left behind gifts to the world of work that may be just as relevant today as they were in the last century when they were created.
Dr. Gilbert is the author of the classic “Human Competence: Engineering Worthy Performance,” currently on several Top 10 instructional design book lists (Dale Brethower, Roger Kaufman, and Linda Ross). He is known as the “Father of Performance Technology” and the creator of “Mathetics,” a system for designing instruction. Along with B. F. Skinner, with whom he worked at Harvard, Dr. Gilbert was voted the first Honorary Life Member of the International Society for Performance Improvement.
Herrmann, author of “The Creative Brain,” is known as the “Father of Brain Dominance Technology.” He expanded brain theory from the dualistic left versus right approach to one in which these four quadrants are defined: upper left, lower left, lower right, and upper right. To measure quadrant-related thinking preferences, Herrmann created the Herrmann Brain Dominance Instrument (HBDI)—a tool that provides invaluable information about how individuals learn, communicate, and make decisions.
Instructional Design Legacies
Specifically, what instructional design principles did Dr. Gilbert and Herrmann leave behind that can strengthen the magnificent potential of 21st century technology?
A fresh look at the legacies of two recognized masters in the field of corporate training can provide viable solutions to current challenges faced by many professional sales forces across industries.
Dr. Gilbert is best known for the following solid instructional design principles:
- Defining valuable accomplishments and distinguishing them from costly non-relevant behavior
- Using competitive grouping—the teaching of easily confused content areas together and first
- Employing mediation to teach discriminations
Distinguishing between accomplishments and behavior leads to the development of training materials that focus on content that is “need to know” rather than “nice to know.” Dr. Gilbert said: “Behavior you take with you. Accomplishments you leave behind.” Competitive grouping and mediation keep programming lean and cost effective.
Professional sales representatives who are selling against the competition need performance enhancement that is lean, focused, and relevant to the task of making the sale. Dr. Gilbert’s instructional design principles ensure Web-enabled performance enhancement that is sharply focused on accomplishments, engaging, relevant, and effective.
The Whole Brain
Herrmann’s input includes:
- Matching content and media to the learning style of the target population
- Developing “whole brain” materials that have a balance of text and graphics
- Selling in the communication style of the customer
Herrmann’s emphasis on designing “whole brain” materials that reflect the learning style of the target population assures a more engaging and relevant training experience for participants. Also, professional sales representatives who use language and strategies that mirror the communication and thinking styles of the customer are more likely to succeed.
Hail to these masters whose legacies are still alive and applicable in today’s world of work! The contributions of Ned Herrmann and Tom Gilbert can be valuable in keeping every professional sales representative prepared on a daily basis for selling against the competition in our rapidly changing marketplace.
An experienced instructional designer and writer, Ellen Freed was directly trained by both Dr. Thomas Gilbert and Ned Herrmann, and she worked on educational and training projects with them.
