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FT Guide to Business Training

FT Guide to Business Training

Tom Bird, Jeremy Cassell

Apr 2013, Paperback, 296 pages
ISBN13: 9780273772972
ISBN10: 027377297X
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Everything you need to know to become a first class business trainer, from working out how people learn, to finding out if you can be a trainer, through to showing you the tools and models that will allow you to be a successful educator and teacher.

The Financial Times Guide to Business Training shows you how to develop, design and deliver outstanding business training. Written by two of the UK’s leading business trainers and based on extensive research into what the best trainers say and do, this book:

· Is a single reference for anyone involved in business training whether you are newly qualified or experienced, a freelance trainer or already embedded in learning and development departments

· Provides a comprehensive resource of ideas, tools and approaches

· Will help you improve the quality of all aspects of your training needs, including analysis, planning and delivery

· Reveals the secrets of outstanding business training so that you can improve your reputation and results

· Answers commonly asked questions

· Offers support on your training journey via

Part 1


Identifies who the book is for

Sets outcomes

Creates interest by a self assessment questionnaire

Defines differences in a variety of learning interventions – coaching, training, facilitation

Answers the question – what is training?

Defines benefits for improving as a trainer

1) How do people learn?

Learning models- Honey and Mumford etc

Overview of key models

Intro to accelerated learning

Knowledge transfer

2) It starts with you

Parent /Child – overview of transactional analysis

Beliefs &Values

Attitude of you as trainer

Don’t need to be an expert to be a great trainer

Key qualities identified in the modelling research process

Personal self-awareness / preferences

3) Anatomy of a bad trainer

Examples of a bad training from the perspective of a participant

Identifies all the reasons why training has got a bad name in some quarters

Relays personal stories of incompetence

Quotes from senior figures in business bad mouthing profession

Links to bad experiences at school

Part 2

4) Training needs analysis

Link to sales

What happens when needs are not identified

Simple templates for use at all levels - Behaviours + skills + attitude

Outcome setting + Learning outcomes

Importance of focusing on audience

5) Design

The process

Building the why? – The importance of grabbing the audience

Pacing the audience + audience states

Lobbying in advance

Creating responsibility and awareness

States to support learning

Big + small chunk

Introduction to the 4 Mat systems

Are you getting in the way of design? – ensuring your own preference does not dominate

COMB at start of training – context, objective, map, benefits

Importance of environment

How to rehearse – rehearse like mad and then look as though it is spontaneous

Part 3

6) Delivery

Links to stand up comedy

Building Rapport &Establishing credibility

Credentials / qualifications

Your voice

Body Language

Feedback to self / from others

Maximising engagement

Ice breakers

Different methods of delivery – tell/ group/ small group / case study / individual / exercises

Managing groups

Exercises – planning / structure / facilitation

Engagement – questions / Stories and metaphors / other ideas

Group discussions

Use of space

Handling different types – identification and then how

Working with different cultures

Handling the hecklers

7) Blended approach


Benefits of blended

Pre-seminar work

The role of e-learning and technology

Follow up and reflective learning logs

8) Assessing impact

Why measure?

The challenges

ROE (return on investment vs. Return on expectation)

Feedback and evaluation – specific model

Kirkpatrick model

Reflecting on training – why and how?

9) Working with external trainers

How to be a great client

Using external trainers

Value for money vs. collaborative approach

Working with procurement



10) Putting it all together and action planning

Importance of having a plan

What a great plan looks like from individual, team and organisational perspective

What can go wrong?

Success stories

Individual action plan



Jeremy Cassell has worked as a freelance trainer for 12 years. Before that he was National Training Manager for L’Oreal and National Sales Training Manager for Walker’s, part of Pepsi. Before entering the business world, he gained experience in teaching English and history. He has worked as a TEFL teacher and is an NLP Master Practitioner and trainer.

Tom Bird. Tom’s business career stretches over 20 years and spans sales and sales management as well as personal development and performance improvement. He is a director of RTP and has been involved professionally in developing people to realise more of their potential since 2000. To supplement his business experience Tom qualified as a Master Practitioner of NLP (the study of modelling success) and achieved a Post Graduate Diploma in Coaching and Development.

'In cash strapped times, a book that poses serious questions for senior management about the value of training might be welcome.' Dina Medland, FT