Assessment phase
The assessment phase of the training proposal dealt with how the necessary information that was needed to design the training process was obtained. This section investigated the various needs existing in the organization, and whether they are training or non-training needs. This assessment was used as a basis for developing the focus or objective of the training design. The main purposes of the needs assessment were to identify the performance gaps and training needs of the sales force both in the short and long term, recommend the most cost effective and business compatible training methods, map current system of training with the organization, and provide data for the trainer to use in the training design. The needs assessment refers to the process used to determine whether training is necessary. This involves an organizational, task and individual analysis. After conducting the needs assessments the identified needs were converted to measurable objectives for the training design. These objectives were designed in such a way that they could be easily evaluated.
Organizational Analysis
In order to gather the necessary data needed to design the training process, various methods were used. Information for the organizational analysis involves the determination of the appropriateness of training; given the company’s business strategy, the resources they have available for training and support by managers and peers for training activities. The organizations business strategy was reviewed to identify what the organization hoped to achieve, which is to ensure that at the end of the each day, customers that their employees came in contact with should receive superior service. The organizational business strategy seeks to develop the types of training employees should get in order to achieve these organizational goals. One of the methods used was a structured interview that was conducted with various managers. In addition, a review of the Key Performance Indicators was done in order to gauge the level at which the sales persons should be performing. Questionnaires were also issued to employees in order to give them a chance to express themselves. The use of an exit interview also enhance the feedback given on the training or non training need of the organization
Task Analysis
A review of job descriptions were done to determine the basic duties that the job entailed which was to be able to communicate with the customers, use the equipment that was necessary for them to do their job and to be informed about the products of the organization and those of their competitors. This was done in order to examine the number of individuals who were leaving the organization and their reason for leaving. When carrying out a task analysis the objective of it is to identify the important knowledge, skill and behaviors that need to be emphasized in training for employees to complete their tasks.
Personal Analysis
The methods used in order to obtain information for the individual or personal analysis which entails determining whether performance deficiencies result from a lack of knowledge, skill or ability and also identifying those who needed training. An observation of the sales staff was also utilized to identify the level at which salespersons were presenting, which is identified to be one of the issues they faced. Questionnaires were issued to customers so as to ascertain feedback on the actual performances of the sales agents. Aptitude test and Personality Test were also administered to all sales employees. This was done in order to test each employee knowledge and skills pertaining to the job. Performance appraisals for the last 3 years were also reviewed to identify if there was any gap between what salesperson ought to be doing and what they are actually doing.
Assessment Phase
The Training Design Phase
According to Brinkerhoff (2006), the term training refers to the acquisition of knowledge, skills, and competencies as a result of the teaching of vocational or practical skills and knowledge that relate to specific useful competencies to employees within an organization. For employees to acquire such knowledge, skill and competencies the Training Manager of Alpha Life Insurance Co. Limited (ALI) must establish a Training Design process that will identify the training or learning objectives, considering the Organizational Constraints, how to facilitate learning and the transfer of training.
The Goals of the training Process
- Facilitating trainees with the adequate knowledge on what this training session is all about.
- To develop inter-personal and communication skills of employees/trainees.
- To develop training with the adequate Knowledge in using the computer hardware and software programs such as Microsoft PowerPoint
- Facilitating trainees with the knowledge on what products/services in which the company and competitors offers.
Training Objectives
The training session will be conducted by the Training Manager with a staff of two other to set up a well established training department. Their focus will be surrounding these objectives. At the end of the training procedure, employees of ALI will be able to:
- Have an understanding on what the aim of the training is all about and how the training will be beneficial to both them and the company.
- To have a thorough knowledge on what products/services in which the company and their competitors offers.
- The knowledge on how to develop good inter-personal and communicational skills.
- Demonstrating excellent interpersonal and communicational skills.
- Have an understanding of technological devices and also to be able to give an illustration of using computer hardware and software programs.
In developing a tremendous training design in correcting the problems that ALI are faced with as a result of their employees performance, they must adhere to these goals and objectives that are set so as to gain a competitive edge over their competitors.
The designing of training programs are very important for learning to occur. This will include creating a program schedule, providing a physical training environment, arranging the seating in the training environment to facilitate interaction among trainees and between trainers and trainees.
Training and Learning Outcomes
Learning must occur for training to be effective. Noe, (2005) stated that learning is a relatively permanent change in human capabilities that is not a result of growth processes. These capabilities are related to specific learning outcomes that can be learnt, they include Verbal Information, Intellectual Skills, Motor skills, Attitude and Cognitive Strategies. After training is done by Human Resource Personnel at ALI, they must see a change in sales personnel job performance, which relates to the capabilities. These capabilities must be either improve or developed after the training has taken place. In order to determine how individuals learn, the Adult Learning Theory will be applied.
Adult Learning Theory
The Adult Learning Theory was developed out of a need for a specific theory in determines how adults learn. These individual that will be participating in the training are respectful individuals. HR personnel will be setting clear goals and objectives for each training session plan, so these individuals can be aware of the relevance of the training and what training will entails. During the training session, what will be thought or illustrated by us will be supported with work related issues and examples that may arise, so that they can transfer this knowledge to the workforce or in even their daily life, so they can relate to situations. The activities/training content will be very educational, meaningful and of interest to trainees, and while they are being trained they will be self directed by our HR team. Here feedback will be of importance to sales personnel, so they can know if the learning is taking place. While they are training, at every point they will be motivated, even though the training content will not be difficult for them to grasp, and even getting the chance to interact with peers.
This theory will be applicable if trainees have the knowledge of what will be thought, if they are self directed, motivated and also if the are being introduce to work relate experiences, having the chance in communicating with peers while learning at the same time.
The Training Content
Employees need meaningful training content that is linked to their current job experiences and tasks. The message that will be delivered by our HR personnel will be presented using concepts, terms and example.
Transfer of Training
Transfer of Training refers to trainees effectively and continually applying what they have learnt in training (knowledge, skills, behavior, cognitive strategies) on the job. The transfer of learning is influence by trainees’ characteristic and training design. Hence, if trainees does not get the drive in motivating and convincing by trainers of the benefit training will have on them, there will be know transfer of training. Also, pertaining to the training design, which is the characteristic of the training environment. If trainees are uncomfortable or are being distracted by anything in the training environment it will have negative impact on their learning.
There are two types of Transfer of training: Near transfer that refers to trainee’s ability to supply learnt capabilities exactly into the work situation and also Far transfer, that can be seen as the trainee’s ability to apply learnt capabilities to the work environment, even though the work environment (equipment, task, problem) are not identical to that of the training procedure.
The training procedure must be plan carefully and thoroughly prepared with the trainees in mind. The training content that will be developed will be applicable to trainees when done. Even, the conditions that facilitate transfer need to be provided before training actually occurs. In motivating and convincing employees to attend the training programs plan, they will be inform how beneficial training will be and the positive impact that it will on have on their job performance and also their everyday life.
In doing training with ALI sale employees, it will give the employees the opportunity to develop necessary KSAO’s that may be required by the job. Training also will help the individuals develop a more positive attitude towards in approaching customers in promoting the company goods/services. Moreover, training will also help in their presentation skill in using computer software processes. For training to transfer to the job through sales personnel job performance, the information that will be delivered by trainers, employees will use those concepts, terms and scenarios in their daily job task and also the equipment used will be identical to those on the jobs in delivering presentation in seminar. Trainees will outline all training objectives, meaningful material and also will give sale personnel the time to practice and give feedbacks, which is important (in order to evaluate employees), so they can understand what their job required of them, so transfer of training will place.
Training Methods to be used in the Training Procedure
The training procedure will be taking the form using a combination of training methods that include: Presentation and Hands on Methods. Training methods are used by trainers in their training procedure for the support and success of the lesson that will be thought. These training methods will be beneficial trainer in their understanding, developing of skills and knowledge.
The Presentation method that will be used is a lecture and Audio-visual technique, with the support of a power point. In using these methods, the information put across to the trainee will entail facts, processes and problem solving methods.
A lecture is a perfect method in facilitating of learning and the transfer of training to employees/trainees through active participation, job related examples, and exercises. Secondly, a lecture is cost effective that will fit excellently in a company’s budget than other method. It is the least time consuming to deliver a large amount of information efficiently in an organized manner in little time period to a large group of individuals that may given the ask questions of concerns that may arise. In the support of the delivery of the lecture a point presentation will aid in the reducing boredom, which will impact negatively on their learning. A lecture was chosen as a method of training, in giving trainees the knowledge of what good or services offered by the company and also of competitors, theories on how to develop interpersonal and communicational skill and the pros and cons in approaching customers.
The second Presentation training method will be an Audio-visual technique/ instruction that includes overheads, slides, and video. This method has been for improving communicational skills, interviewing skills, and customer-service skills and for illustrating how procedures should be followed. This method will be used by ALI to develop employees’ inter-personal and communication skills in persuading customers in purchasing the products offered by the company.
Hand on Method that ALI management team with the help of the lecture is a role-play. Also, On the Job training will be used for the other training sessions, in the training procedure. The Hands on methods are training methods that require trainees to be active in their own learning. A role-play is a Hand on methods, where trainees will be assigned character and is required by them by trainees to act out a scenario reinforcing what was learnt in the lecture before. Role-play is a great method to be used to bring out sales persons interpersonal skill. After the lecture management will consider using the role-play, in order to ascertain whether or not trainees have learnt in the lecture, so trainers can evaluate learning and behavior. But, before evaluation is done, trainees will be given the opportunity to practice.
The Hand on method that will be used is On the Job training. This refers to new or inexperienced employees learning through observing peers or managers perform job and trying to imitate their behavior. Human Resource Personnel have seen this method in upgrading experienced employees’ skills when having problem relating to technology, cross-training employees within department or even promoting employees to new jobs. As it relate to the other methods, it’s an attractive training method because it need less investment in time or money, trainer’s salary, or instructional design. This method will be use by HR personnel, in helping sale personnel develop their skill using computer software in presentational exercises on the job.
In proposing in using lecture, role-play and on the job training as training methods, ALI management and employees have seen these methods as tremendous, for the transfer of training and facilitating learning to the 107 sale personnel in the various locations here in Jamaica. Training will be done in the different locations two (2) days per week for twelve (12) weeks or three months. The training will cover how to develop interpersonal and communication skills, the use of computer software, the knowledge of the company and competitors’ products and services. Each location will receive 6 weeks of training. Between 26-27 persons/ trainees will receive training in one session; there will be two (2) training session per day when ever training takes place in the different location. The locations will include Montego Bay and Kingston Department. Training will take place every two week in these locations. There will be six (6) planned lessons, so whatever is taught in Montego Bay in one week, it will be the same in Kingston the other week.
Course Parameter
At the end of the twelve (12) week course sales personnel will be able to gain an understanding on various communication and interpersonal skills that they should portray on the job, the knowledge of what products or services the company offers and also of competitors, and to develop adequate knowledge in using the computer hardware and software programs such as Microsoft PowerPoint in presentations.
Lesson Plan
Course title: Training Development and Assessment
Lesson title: How to assemble the projector to the laptop to make a Power point Presentation.
Length of course: 20 minutes
Lesson objectives:
- To teach each trainee how to set up the projector to laptop
- Creating power point slides
- Presenting the slide show
Target audience: Sales persons at Alpha Life Insurance
Trainee: Twenty six (26)-twenty seven (27)
Instructor: HR Manager and Two (2) HR Personnel
Room Arrangement: Fan-type
Materials and equipment needed: computer, projector, stationery, lecture notes
Evaluation and assignment: Mini test and Scenario to create power point
Comment: The need to print lecture notes before training starts.
The Schedule of the Lesson
Course Parameter
Course title: Interpersonal and Communication skills
Target Audience: Sales Personnel
Purpose: To prepare sales persons in having the appropriate interpersonal and communicational skills in order persuade customers.
Goals: At the end of this training procedure sales persons should be able to transfer these skills on the job effectively and efficiently in convincing customers to purchase products or services offered by the company.
Total time: 20 minutes
Number of participants: 26-27 employees
Locations: Kingston and Montego Bay Region
Prerequisites: None
Instructors: Nickoy Brown, Mishka Chamberlain, Soleil Davis, Eikeron Henry, Anna Mae Hunter and Barrington Thomas.
The Evaluation Phase
The evaluation phase will allow us to determine if the design we used achieved its objectives by assessing the trainees on the four (4) levels of Kirkpatrick’s framework of Evaluation Criteria which are level one reactions, level two learning, level three behavior and finally level four results.
Impact of Proposed Training Design
The training that will take place is to actually improve the trainees interpersonal and communication skills, to improve their knowledge of the products offered by the firm and its competitors and to also develop the sales personnel ability to use the computer software and other technological devices in their presentations. The training design proposed will take the form of lecture with the use of Microsoft Power Point and the use of role play, which will allow the trainees to showcase what they have learnt.
The usefulness of developing the staffs’ interpersonal and communication skills, is that being able to communicate well will boost the trainees’ overall performance and help build cohesive and effective teams, which will eventually minimize the risk of business problems in the workplace. The improvement of interpersonal and communication skills of the staff is very important in that, the staff will need to communicate well to build and maintain effective relationships with the suppliers and clients. Communication skills are crucial to dealing with customer complaints effectively and limiting any negative word-of-mouth about ALI.
Another reason why the training will be useful is that the trainees/employees will also be very useful during times of higher workplace stress, for example during downsizing, where good communication is an essential part of changes in management. Therefore as a result, the staff will be able to draw on communication skills when its time to start the sales presentations and to deal with their jobs more efficiently.
Knowledge is power and therefore product knowledge can mean more sales. It is very difficult to effectively sell a product to a consumer if the sales personnel cannot show how that product will address a consumer's needs. Therefore the usefulness of training the sales personnel is that it will strengthen their communication skills, in that they will now have a thorough understanding of the products which will allow them to feel comfortable using different methods and techniques when presenting products to customers. Also, the training will help in overcoming objections made by customers by the use of factual information in regards to the product. It will also boost enthusiasm about the product because seeing someone enthusiastic about a product is one of the best selling tools and will motivate customers to make a purchase. As a result, of the overall training of product knowledge will now increase confidence and enhance the trainees’ performances.
To provide the most cost-effective, productive and profitable service at all times, ALI must take into consideration the use of the best and the most differentiated services to satisfy our customers. Therefore, the development of the sales personnel’s ability to effectively use computer software and other technological devices, will be very useful in that, being able to adopt technologies will allow ALI to sustain a competitive advantage in the economy. ALI will also be able to obtain dramatic productivity gains through the influence of skilled persons and enhanced processes of technology if personnel are able to use them effectively.
Another reason the for the improved ability would be that because innovation will now be more rapidly adopted, the product consistency and reliability will be more readily ensured and customer relations will be further enhanced by capable and timely application of technological knowledge.
As a result, ALI will now be able to fulfill their mission statement as an institution where the absolute genuine care and satisfaction of their customers is their most prioritized mission. Due to the training outcomes the company’s pledge to provide the finest customer service and atmosphere for their customers, will come alive and they will be able to always enjoy a warm satisfactory, yet refined ambiance. The stated goal which is to make the medium to high net worth individuals feel at home in discussing their financial future with one of the agents will now be easier to establish as the personnel would now have the appropriate skills, due to the suitable training.
Training Budget
In order for Alpha Life Insurance Company to assess their potential cost in regards to the implementing of training the program, it was quite necessary for the company to evaluate the projected cost of facilitating the project (training).
Budget Analysis
The proposed budget of $971,025.00 incorporates all the incremental costs that will lead to a successful training program at Alpha. The fact the every company’s goal is to minimized cost and maximizes profit the company tried in all effort to mitigate against any irrelevant cost.
In order to execute this training program the company plans to use one training manager and two assistant trainers. The administrative cost of $85,000.00 includes the associated cost of the administrative activities of the training exercise. The purchase of equipments will play an instrumental role in the training program as this was highlighted that most of the sales employees had technical deficiency in performing their task effectively .The cost of trainers salaries which is $250,000.00 deem to be quite appropriate considering the fact that it is quite difficult for three trainers to train one hundred seven (107) employees.
The rental and accommodation cost is $104,000. It incorporates the training venue as well as the total amount for rental Montego Bay location as the company’s head office is located in Kingston and it already has a training centre.
In order to facilitate an effective training program, the supply of stationeries at a cost of $20,000.00 is necessary which include paper, pens, markers and other training stationary to enhance employees readiness so that employee training could be effective.
The travelling expense of the trainers is projected to be $30,000.00 and is essential as they would be expected to be present at the two training centres in Kingston and Montego Bay. The cost of travelling is estimated on the basis of transporting the trainers and the relevant equipment needed to perform their task.
Staffing and Consultant Needs
The Alpha Insurance Company has critically assessed the staffing and consultant needs which are necessary for the feasibility of this project. In attempting to select appropriate staffs which is most capable to provide the quality training that is deserved in order to improve the deficiency which exist in the company, we have decided to use a training unit consisting of three trainers, one training manager and two assistant trainers which is cost effective. The staff was adequate and sufficient as training occurs twice per day with two training sessions per day, morning and evening. The morning session will be from 9:00am to 12:00 noon and the second session will be from 1:00 pm to 4:00pm. Each session will have a maximum of twenty seven (27) trainees who will actively be involved in these sessions.
There will be two training sites, the Kingston location and the Montego Bay. The Montego Bay location is suited for persons located in the Western region of the island while the Kingston location is suited persons located in the corporate and surrounding area. The Montego Bay location facilitates a training centre as it has some of the major equipment necessary that is critical for the success of the training.
The duration of training program will last for 12 weeks, starting November 20, 2008 to February 7, 2009. However the training sessions will be systematically stimulated in that on November 20, 2008 the first training session will be held at 9:00am at the company head office in Kingston and continue on Friday the November 21 and the following Thursday and Friday training will resume at the Montego Bay training centre at the same, this trend will continuing on the training is completed.
Conclusion
The scenario presented at ALI highlighted several issues that were hindering the company’s level of productivity. As a result of this, the company had hired consultants from Kingston Training Consultant Limited to conduct a training needs analysis. From this diagnosis the need arose for a training department that responsible for design a training program that will help to enhance the efficiency of the sales personnel.
The three problems that were facing the company’s employees include: lacking interpersonal and communication skills, struggles with power point presentations, and lacking the knowledge of their products/services along with those of their competitors. So Management have seen the need in employees us as the new HR personnel, with the role of implementing a training design procedure in correcting such problems.