The Key to Selling is Teaching
February 23rd, 2009 by Flywheel • Filed Under
As you can see, in the graph below, hearing and seeing increases retention, dramatically. So isn’t everyone using webinars, video emails and web video in general in their marketing?
It is time to throw your marketing hat in the bin. Put on your teaching hat and start educating your prospects and customers about your products and services using the five core elements of adult learning.
The five core elements of adult learning:
- Vision of course must be guided rather than taught
- Correlate learning with their experiences
- Clearly define goals and how to complete them
- Relate objectives to their own interests
- Respect their prior knowledge and experience
You can use the five core elements of adult learning to rewrite your copy and redefine your approach. Use webinars and web video to deliver your new and improved message and watch your sales skyrocket!!!!
We use Gotomeeting to run our webinars and our own service jiveSYSTEMS to deliver videos.
v2.5
Comment by Brint Driggs on March 3, 2009:
This is great stuff. Struggling to understand element number one…anyone have insights into what exactly “vision of course must be guided rather than taught” means? Your help is appreciated.
Comment by Glen Ford on March 4, 2009:
Based on my experience …
I can teach you, I can show you and I can place the argument before you but I can\\\\\\\’t force you to understand.
To expand on that explanation, while I can guide you to being able to see the use of the material in your own world, I can\\\\\\\’t teach or force you to see the use because if I do you will never truly accept it. And, of course, I will never see it as clearly as you could.
Of course, the author might have had a different thought in mind.
Comment by Jim Box on March 4, 2009:
Proceeding (or guiding) from the known to the unknown?
Comment by Jim Cecil on March 4, 2009:
Brint. My 22 year presentation tour for VISTAGE kept my focus and work on business executives and the serious affluent executives.
The hard lesson was learning number 1: Finally understanding the vast difference in learning styles between adults. Seth Godin wrote perhaps the finest book on visual presentations yet. He shattered the old powerpoint ritual with headlines and bullets. I learned that attendees could read slides content five to six times faster than the presenter gets to them. Intelligent minds get bored quickly.
I learned the genuine value of metaphors, case studies, stories and mostimportantly making the background visual work as hard as the text.
My most memorable attendee comment came when I I began talking with them and not just to them.
Comment by Flywheel on March 4, 2009:
In response to your question, Brint.
Vision of the course must be guided rather than taught = Act as a facilitator, guide the participants to their own knowledge.
Flywheel
Comment by Jim de Geus on March 9, 2009:
Thanks guys, this was Just In Time!
I’m in the process of creating a White Paper/Advance Report and as a result of this post, am completely re-thinking the composition to include video and Camtasia presentations. The work itself will now flow along these five core elements of adult learning.
You’ve got one very happy beta tester. Thank You.
Comment by Flywheel aka Ortonom on September 29, 2009:
In response to your question, Brint.
Vision of the course must be guided rather than taught = Act as a facilitator, guide the participants to their own knowledge.