- The following is a collection of white papers that address various aspects of Sales Skills Training. The papers are the work of the author based on his 30- experience in the Medical Device field.
- Full length documents are located on the left hand side of the page.
Note: Downloadable files are available to the right of the document. Documents may be used for educational purposes but are prohibited from distribution.
Finding your objective
Identifying a true competitive differentiator
LECTURE: FRIEND OR FOE?
This paper is focused on the use of lecture as a training tool with your sales associate learner. I have some strong opinions on the value of lecture, from my own experiences however, I thought it more useful to include a few papers that address the issue. I have included a short paragraph on my experience with the use of lecture when I was at DePuy Orthopaedics and Biomet Orthopedics.
Included in this paper are technique tips from Iowa State University, Stanford, a piece from Catherine Matheson, Medical Education Unit, University of Nottingham, UK and finally an article from the University of Technology in Sidney, Australia.
Before we review the articles I thought it would be useful to review some well documented content delivery methods and retention for each method?
If we accept the results of this model, we most certainly must ask, “why would we lecture?”
Each article below includes a short summary of the key points along with a link to the article to allow you to read the complete paper.
What do the experts say?
Lectures aren’t just boring they’re ineffective too: By Aleszu BajakMay. 12, 2014
The following is an excerpt from an article written by Aleszu Bajak for Science Magazine and highlights one perspective on the topic of lecture.
Lectures aren't just boring, they're Ineffective, too, study finds
General overview: A review of a study by Freeman, et all which looks at the effectiveness of lecture when teaching with the STEM curriculum.
Study: Freeman compared lecture to a format that uses various forms of interaction by analyzing 225 studies of undergraduate STEM teaching methods.
Results: Undergraduate students in traditional stand and deliver format are 1.5 times more likely to fail than students in more active learning modes.
By introducing application test scores improved by 6%. He stated that this improvement could have the effect of raising a B- grade to a B grade just by using some form of teaching that is more interactive.
Discussion: The article offered ways to improve lectures
Stanford University: Teaching Commons: Checklist for effective Lecturing
IOWA State University Center for Excellence in Learning and Teaching
Quick and Easy Ideas for Better Lectures
The educational value and effectiveness of lectures Catherine Matheson, Medical Education Unit, University of Nottingham, UK
When students are fully engaged their attention, span seems infinite
KEY POINTS • The lecture remains the cornerstone of medical curricula as an efficient means of transmitting knowledge. • The negative image of the lecture has given birth to a myth that all lectures must suffer from lecturalgia. • Students’ attention span lasts if there is interest. • Lectures can be as interactive as one like, but interaction alone does not mean engagement by the students. • There is more to the lecture than the passing of notes from the lecturer’s page to that of the student without going through the brain of either.4
Effective Lecture Techniques
Effective lectures: University of Technology: Sidney Australia
The most commonly stated purposes of lectures are to:
A consistent message from these articles is that one should look to add some form of application or interaction to the lecture to improve retention.
In my experience with DePuy Orthopaedics and Biomet Orthopedics we decided to eliminate lecture whenever possible.
The last 5-day course we conducted consisted of 1, 30-minute lecture. The rest of the course included a variety of application-based learning opportunities.
Below is a short list of activities incorporated into all our training sessions.
To schedule a consult on this topic please contact me via my website at www.salestrainingdesignmatters.com or by email me at firstname.lastname@example.org