Focus Magazine - Winter 2013 - 17

COVERSTORY

Percent Retained

information, retention
FIGURE 4
of what was learned
declines over time. One
hour following the
event, only 44.2 percent
of the information was
retained. A day later, 33
percent; two days later,
27.8 percent; six days
later, 25 percent; and
one month later, the
number dropped to 21
percent.
More recent
publications in peerreviewed medical journals confirmed this barrier to
Time after Learning Event
knowledge retention on a neuropsychologic level and in a
randomized, controlled trial. Dr. Kerfoot et al. concluded the
The results were consistently positive. In one example, we
educational benefits of the “spacing effect” are not harnessed
achieved +5 percent ADS rate, during the 11-week period
when presenting solely a bolus of educational content at a
after the program for participants versus prior quarter, as
single point (i.e., classroom). The spacing effect refers to the
compared to –3 percent for the control
psychological research finding that
information is learned and retained more Studies show more info group. We found it relatively
straightforward to “subtract out” for any
effectively when presented and repeated
is retained when repeated “noise” that quarter versus prior quarter
during spaced intervals of time (spaced
during spaced intervals after (e.g., revenue from product launches or
distribution).
national contract wins) to establish a
The “After Phase” consisted of four
classroom training
viable comparator quarter to quarter.
components: 1) weekly reinforcement
An inherent benefit of the clinical trial methodology is the
learning emails that offered a negotiating scenario, multiple
comparative nature between groups. In other words, even if
possible choices, then confirmation of the correct answer
the ADS percentage in the new therapy group is down, the
with rationale, 2) coaching calls at 30, 60, 90 days for
“alligator yawn” should persist to show improved performdiscussion among peers on negotiating challenges and
ance versus the control group. (See Figure 3.)
successful approaches, 3) accessibility of resource tools for
Assessing knowledge after trainings and
reps and managers, such as negotiation planning
sharing those metrics is a good start, but are you
sheets and tracking sheets, and 4) sales
ready to commit to a revenue outcome-focused evaluation
managers’ commitment to coach and
of training? I
reinforce techniques in the field to
drive sales.

+5% participants

-3% non-participants
FIGURE 3

Merrill Collier is a global training specialist for Medtronic CardioVascular. Email Merrill at merrill.collier@medtronic.com.

FOCUS | WINTER 2013 | www.spbt.org

17



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Focus Magazine - Winter 2013

Table of Contents for the Digital Edition of Focus Magazine - Winter 2013

Focus Magazine - Winter 2013
From the President: Well-Being at Work: A Critical Consideration
Table of Contents
Table of Contents
Guest Editor: Asia Pacific: Culture and Opportunity
Mastering Large Audience Deliveries
Measuring Sales Training Effectiveness: What Companies Can Learn From Clinical Trials
Sales Training in the BRICs: 7 Rules for Success
Corporate Athlete: Increasing Employee Engagement
Mobile Performance Acceleration
Understanding the Value Proposition
Manager Involvement in Career Development
Sales Models: The Bruce Lee Approach
The Disorienting Dilemma
Virtual How: Learning Technology
Company News
People News
Ad Index
Focus Contacts
5 Questions with Melissa Daimler
Focus Magazine - Winter 2013 - Focus Magazine - Winter 2013
Focus Magazine - Winter 2013 - 2
Focus Magazine - Winter 2013 - 3
Focus Magazine - Winter 2013 - 4
Focus Magazine - Winter 2013 - From the President: Well-Being at Work: A Critical Consideration
Focus Magazine - Winter 2013 - 6
Focus Magazine - Winter 2013 - Table of Contents
Focus Magazine - Winter 2013 - 8
Focus Magazine - Winter 2013 - Table of Contents
Focus Magazine - Winter 2013 - 10
Focus Magazine - Winter 2013 - Guest Editor: Asia Pacific: Culture and Opportunity
Focus Magazine - Winter 2013 - 12
Focus Magazine - Winter 2013 - Mastering Large Audience Deliveries
Focus Magazine - Winter 2013 - 14
Focus Magazine - Winter 2013 - Measuring Sales Training Effectiveness: What Companies Can Learn From Clinical Trials
Focus Magazine - Winter 2013 - 16
Focus Magazine - Winter 2013 - 17
Focus Magazine - Winter 2013 - Sales Training in the BRICs: 7 Rules for Success
Focus Magazine - Winter 2013 - 19
Focus Magazine - Winter 2013 - 20
Focus Magazine - Winter 2013 - 21
Focus Magazine - Winter 2013 - Corporate Athlete: Increasing Employee Engagement
Focus Magazine - Winter 2013 - 23
Focus Magazine - Winter 2013 - Mobile Performance Acceleration
Focus Magazine - Winter 2013 - 25
Focus Magazine - Winter 2013 - 26
Focus Magazine - Winter 2013 - 27
Focus Magazine - Winter 2013 - Understanding the Value Proposition
Focus Magazine - Winter 2013 - 29
Focus Magazine - Winter 2013 - 30
Focus Magazine - Winter 2013 - Manager Involvement in Career Development
Focus Magazine - Winter 2013 - 32
Focus Magazine - Winter 2013 - Sales Models: The Bruce Lee Approach
Focus Magazine - Winter 2013 - 34
Focus Magazine - Winter 2013 - The Disorienting Dilemma
Focus Magazine - Winter 2013 - Virtual How: Learning Technology
Focus Magazine - Winter 2013 - 37
Focus Magazine - Winter 2013 - Company News
Focus Magazine - Winter 2013 - People News
Focus Magazine - Winter 2013 - Ad Index
Focus Magazine - Winter 2013 - Focus Contacts
Focus Magazine - Winter 2013 - 5 Questions with Melissa Daimler
Focus Magazine - Winter 2013 - 43
Focus Magazine - Winter 2013 - 44
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