subject: Instructors Can Benefit From Effective Sales Strategies [print this page] Instructors Can Benefit From Effective Sales Strategies
As a classroom instructor, have you considered how facilitation of a course is similar to the process of selling? Students are often enrolled in a course because of specific degree requirements and it is expected that because of their involvement in the class they will learn something or gain new knowledge. An instructor is in place to facilitate and guide the process of learning; however, the establishment of a classroom environment does not guarantee that students will do anything more than just get by in the class. Instructors want students' buy-in and that includes their involvement, engagement, and participation in the class. In order to accomplish that goal, instructors must utilize a facilitation process that is very similar to selling and it would be of benefit to consider strategies that work effectively for sales professionals, as a means of working with students.
When instructors prepare a class lecture or messages that they post within an online classroom, often they are making a sales pitch with their presentation. With this message they hope to generate interest, motivation, and enthusiasm in the class and the course topics. This requires advanced planning and preparation, as the information must be presented in a way that connects with students. Interacting with students requires effective communication skills, along with an ability to talk to and relate with them. Students have specific developmental needs and when they perceive that instructors can address those needs they will be sold on the idea that their involvement is necessary.
In addition to understanding a customer's needs, sales professionals also know the importance of strong product knowledge. Customers want to know about product features and benefits. Students want to be able to connect to the course materials in a way that relates to their personal and professional needs, as well as the real world. This requires instructors to develop subject matter expertise related to the course topics, along with knowledge of adult learning principles. This knowledge strengthens their ability to provide substantive responses during class discussions and assists them with facilitation of the class in a way that addresses students' needs.
A sales professional works towards closing a deal by causing the customer to take action. Instructors also make their sales pitch or presentation as a means of engaging students in the class and the process of learning. Students may ask questions as a means of negotiating their involvement and they are likely to buy into the idea that learning requires their active participation when they are motivated to do so. Once instructors accomplish that goals they can maintain students' effort through a form of customer service. Consistent feedback, periodic follow-up, and responsiveness are steps instructors can take to build strong working relationships and maintain students' motivation. While instructors are not selling education, instructors can benefit from the inclusion of sales strategies as a technique for effective classroom facilitation.
