I have been engaged in training for more than six years before. As the chief trainer of the company, I often give training to marketing personnel at all levels, and I am often invited to give training to other enterprises and hold open classes, and I have also participated in many training courses as a student. If you want to ask me about my experience in training, what I understand most is two words: effectiveness. Enterprise training is different from school education. School education focuses on teaching students knowledge, while enterprise training focuses on improving students' ability. That is to say, school education teaches students what is right, while enterprise training teaches students how to do it right. Therefore, the biggest difference between enterprise training and school education is that enterprise training puts more emphasis on effectiveness. However, at present, the effectiveness of training in many enterprises is not high, which makes some enterprise leaders begin to despise the role of training and employees lack interest in training. I have always emphasized the effectiveness of the training from the following aspects, and received good results: First, I am well prepared and targeted. I attach great importance to the work before training. I not only investigate and evaluate the overall quality of the trainees, but also study their training needs. On this basis, I design the training theme, outline and content, and then implement the training after communication and confirmation. In this way, the content of my training is exactly what everyone needs, the questions raised are exactly what everyone works, and the measures to solve the problems are exactly what everyone craves, so the effectiveness of the training is naturally high. Therefore, the content of my courseware can be adjusted at any time for the training of the same theme and different time and object. Second, the content is vivid and practical. Many people are not interested in training, because many trainers are academic, perhaps with little actual combat experience. The training content often focuses on empty theories or mechanical cases, and the content is boring, and there is not much practical value. Naturally, students are not interested at all. Once a trainer and I were invited by a beer company to give training to distributors. This guy and I each have half a day, he is in the morning and I am in the afternoon. This man came to work in the solar energy industry for a long time. At that time, he was working in a consulting company and lacked the first-line operation experience in the beer market. The course mainly talked about the origin and content of 4P and 4C marketing theories, and also talked about some cases in the solar energy industry. At lunch, the organizer came to me and said that the dealers in the morning training class had opinions, the theory was empty and not practical, and the case of solar energy industry had no reference. Some dealers were reluctant to listen to the afternoon class. I hope I can impress the dealers. I assure the organizers that my class this afternoon will definitely satisfy everyone. As a result, as soon as class started in the afternoon, I saw that the dealers were listless, as if they were suffering, so I started with an eight-degree voice: Good afternoon, distribution friends. I know that everyone has a headache about training, and they want to sleep as soon as class begins. It's not everyone's fault, but the teacher's fault. But I have several promises for this afternoon's training: 1. If someone falls asleep in my training class after half an hour, it's not because he stayed up too late playing mahjong last night and was too sleepy, but because I didn't speak well. I don't charge the organizer any lecture fee today. 2. If someone in this afternoon's training says that there is no gain and what they say has no operational value, I will not only accept the lecture fee from the organizer, but also compensate him for the time and mental loss. 3. I will only talk about beer today, and I will never talk about things and cases that have nothing to do with beer marketing, because I know that everyone's time is precious and it is not easy to come once. I just want to learn some operable methods, not to gain useless knowledge. Are you right? Thank you for your support. Let's get down to business. After everyone's excited applause fell, I gave a vivid explanation from the current market situation and situation, the existing problems and puzzles of beer dealers, the product mix and price design, channel strategy, effective distribution strategy and promotion strategy, market risk prediction and control, the innovation of dealer's business philosophy and model, etc. combined with the current market situation and my own successful operation cases. During the training, I encouraged some dealers to put forward their views on some issues and introduce their own operating experience. At the end of the course, I specially set aside half an hour for dealers to ask questions and answer some of their own puzzles. After the course, many dealers asked to exchange contact information with me for future communication. Another dealer told the organizer's general manager at dinner that we like to listen to this kind of course. In the future, we suggest that the organizer hold this kind of training once a month, even if he is busy, he will come, and he will be able to use it after learning. This training left a very deep impression on me, and I can still remember it as new after many years. Third, stick to the theme and have a clear hierarchy. The training content is closely related to the theme, and can't deviate from the topic. Moreover, the content is well-organized and coherent, and it must not be messy. Once a friend's company hired a trainer to train the salesman. The trainer rambled because he didn't understand the industry, but because of his vivid language, he told many pornographic jokes, which made the classroom atmosphere very active and the students listened with great interest. But in the end, everyone learned nothing but some pornographic jokes and spread them to each other. Every time I do training, I will list the training outline after setting the theme, and I will spend more energy in this respect than making courseware, and strive to highlight the theme and have a clear hierarchy, so that students can have a clear thinking and better understand and master the knowledge in training. Fourth, full of passion and interactive experience. One of the differences between enterprise training classroom and school education classroom is that enterprise training should increase the interaction between teachers and students. First, enliven the classroom atmosphere, so that students can study in a relaxed and happy atmosphere and improve everyone's interest in learning; Second, students can experience it personally and give full play to their initiative and thinking. Before the training, I will divide the students into groups, and democratically elect the group leader. I will answer classroom questions and participate in classroom expansion games in groups, so that I can get extra points according to my performance, and I will reward them according to my scores after class. Moreover, I will encourage each group to regard scores as honors, and team honor is higher than life. Each group of students will actively participate in the competition, and the scores of each group will not give way to each other, and the learning effect is very outstanding. In the end, although there are first and last, I will reward them and praise their team spirit, strong sense of honor and mission, so that everyone is encouraged and motivated. Five, equality and respect, relaxed and harmonious. In enterprise training, the relationship between teachers and students should be equal. Trainers should not be condescending, complacent, bossy, or even criticize students who are not satisfied with their performance in public, which will hurt the self-esteem of some students and even cadres, make the classroom atmosphere very tense and affect the training effect. I advocate a happy and relaxed learning atmosphere, and I emphasize this point regardless of the content of any training class. When talking about classroom requirements, coupled with some humorous pictures, the classroom atmosphere will be enlivened from boredom at once. In the process of training, I often quote some vivid, humorous and philosophical stories to illustrate the problem, so that everyone can understand the profound truth in laughter. Last year, I trained the terminal promoters of a company in Xi 'an on "Potential Development and Team Building". The students were all young girls around the age of 21. Through beautiful background music, passionate and poetic speech language and touching life stories, I let every student realize the meaning of life, the preciousness of life, the greatness of true feelings, the importance of team and enterprising passion in moving tears. When I saw the students give me warm applause with moving tears, I also shed tears with them, and this effect is self-evident. Until now, several students often exchange work with me by email and send sincere greetings from time to time. Six, scenario simulation, actual combat drills. The role of enterprise training students is reflected in extracurricular activities, that is, whether each trainee's working ability and performance can be significantly improved in practical work. Therefore, the purpose of enterprise training is not to increase the knowledge richness of trainees, but to improve individual comprehensive ability and work performance by imparting knowledge. Although the class time is limited, I design some cases according to the actual work every time I train, and let the students practice in class through scenario simulation. For example, when I was training courses such as Market Research and Segmentation, Customer Development, Communication and Negotiation, Service Marketing, Hotel Service Management, Banking Service Marketing, etc., I asked the students to take turns to play the role of customers and marketing (service) personnel, and designed topics to grade the students' performance according to the grading rules. After a group of simulations, I organized the students to discuss and comment, which not only put the class. It has improved everyone's ability to understand and use knowledge, corrected common problems in work, summed up excellent experience in work, and greatly improved students' comprehensive ability. With the development of enterprises and the change of competitive environment, enterprises constantly put forward new requirements for the quality of trainers. As trainers, they feel increasingly pressured and challenged. Only by constantly learning and summarizing, constantly innovating and changing, and always adhering to the effective style can they be invincible. (Excerpt from Teacher Yan Zhimin's article) Practical lecturer Yu Jianzhong introduced: Marketing General Manager, well-known lecturer, consultant, marketing consultant of Beijing Bozhi Shengda Enterprise Consulting Agency, and chief marketing consultant of Beijing Zhesi Weiye Culture Company; Expert group of China International Brand Strategy Development Federation; Lecturer of China President Training Network, famous lecturer of global brand network, special columnist and contributor of online media and magazines such as Global Brand Network, China Marketing Communication Network, China President Training Network, China Well-known Trademark Network and IT Business Network. He has 6 years of practical experience in marketing, and has gone through the whole process from salesman to regional manager to marketing general manager. The course "Enterprise Profit Model" and "Treasure Knife for Enterprises to Make Money" are deeply appreciated by small and medium-sized enterprises. It is called profit coach by enterprises! And has been successfully proved by many enterprises!