Tips for Trainers: Getting and Keeping the Learners' Attention, by Fred Fedewa (Steamist), Education Committee Member

One of the biggest challenges we face as trainers is getting, and keeping, the attention of our learning audience. There are many distractions (i.e. electronic devices) we must compete with. We know if we don't capture audience interest from the very start that the chances of a successful training session are greatly reduced. So, how do we win the battle to gain their attention? The key is a good introduction.

The introduction is your chance to get your audience to take notice and establish a connection, as well as a chance for you, the presenter, to get comfortable. Too often the first thing we mention is how great the new product is, but that is not what is really on the top of the learners' minds. Before you describe what the new and exciting Widget 2000 will do for the end user, you need to answer the more immediate question of what selling the product will do for the salesperson. We accomplish this goal by answering five key questions that just about everybody has before they attend a meeting. 

• Does this apply to me?
• How will I benefit from this?
• How much time, energy and other resources am I going to have to invest in this?
• Can I use this information right away?
• Is this going to be supported?

Begin your introduction by stating the objectives of the training and how it applies to the learners. An example might be, "After our training today, I believe you will feel more comfortable describing the features and benefits of the Widget 2000 and that you will be better prepared to answer questions someone may ask." If there are additional benefits for the sales person, such as the product is "easier to order, there are fewer line items, it qualifies for a rewards program, etc." include them here.

Next, ask, "Who here is familiar with our previous version, the Widget 1000?" Now you have a conversation going with the learners and you can gauge their current knowledge and interest. Additionally, this gives you a chance to catch your breath and relax. Many times your audience will ask questions that help you emphasize certain points of your presentation or things that you were not aware were actually a concern. Most importantly, you have established that valuable connection with the group.

So far, pretty simple. And in fact, you have already addressed three of the five key questions - Does this apply to me, how will I benefit from this and can I use this information right away?

Next, introduce yourself. Who are you and what are your qualifications for presenting the information? That's right, establish the connection with the learners before you actually tell them who you are. Usually, the people you are talking to are more interested in how this information will benefit them than who is presenting it. This truly sets the tone that the training is for their benefit and not yours.

Now, answer the remaining two key questions - "How much time, energy and other resources am I going to have to invest in this, and is this going to be supported?" Have you built up the inventories so the salespeople can't exceed the demand? When will they have displays, literature, samples? Once you have addressed the five key questions listed above, you can then talk about the features, functions and benefits of the product.

Here are a few other fine-tuning tips for the introduction of your presentation.

• Be inclusive in your language. Use "we", "us", and "our" early and often. It helps break down the we/they feeling between the instructor and the learners.
• Don't start the training by saying, "I want to thank you all for being here today." This makes it sound like the training is for your benefit. Besides, many times the training you are giving is mandatory. The learners had no choice but to attend.
• Humor is a good tension reliever and can be valuable, but be careful about starting with a joke. If the joke or story does not relate to the topic or enhance the learning objectives, it sends the message that I have to get your interest with a joke because the rest of my presentation is boring.
• Abe Lincoln said, "If I have eight hours to chop wood, I spend six hours sharpening my axe." Spend the majority of your practice for your presentation by nailing the introduction. You know the product pretty well, but it doesn't do any good if you don't get your audience's attention. Establish a connection and feel comfortable doing it.