Return on Investment in Coaching far eclipses ROI in Training & Development
‘Training’ is a poor process for influencing people to change behaviour in the long term. Many trainers and Organisational Change Consultants cannot or do not bother to assess or measure the impact of their intervention as a ROI for the business.
Coaching is Generative and delivers huge ROI Benefits to the Client & the Organisation
Coaching can address behaviour and attitude change very quickly. Attitude change can be very rapid – but usually requires a process of trial and error thinking in order for it to take place. Coaching is so much better. Coaching is working 1:1 with a dedicated and experienced Coach who is 100% focused on the Client. This relationship enables the Client to practise new ways behaving and managing in a safe environment away from the ‘prying eyes and ears’ of others in the training room.
Memory & the Psychology of Learning
Bring about Personal Change is more than transferring information
The typical training event focuses on transferring information to others. Information transfer is a poor criterion to view as positive and tangible ROI. For Training to be effective it has to be active and enable those receiving the training to have real opportunities to practise and integrate it into their repertoire of skills and abilities.
Coaching is highly participative and geared solely to the Client’s needs. You cannot get much more engagement than that. However, we know that effective Training should focus on active participation and the exchange of ideas and concepts through dialogue. But does it achieve these noble aims? Often, Training does not fulfil these criteria or their intention.
In many instances Training does not enable a higher degree of participation whereas in Coaching the learning methods focus on assessing learning through feeding back, reviewing and summarising learning with the Client.
Coaching & Attention
The average person has an attention span of 10-15 minutes. Will training lead to better retention or will Coaching promote and stimulate interest and attention?
Coaching has maximal impact by designing the event around the individual instead of applying the general rule of ‘lowest common denominator’ associated with Training events. Not everyone in a training session will occupy the same position on the learning curve as everyone else. Some will be low on the curve because their attention has not been captured, they may be distracted by their own thinking or others things going on in the room.
At any point in a training event attendees may be inattentive ‘off the learning curve’ and the Trainer may not have the sensory acuity to be aware of that and have the capacity to change it.
Coaching is Tailored for the Client vs. Training - akin to Mass Baptism
You may know from personal experience that shortly after attending a training event recall can be extremely low – that is unless the training was extremely well designed and delivered. And, you know that this is often not the case.
Unfortunately, the basic recall of information and some understanding of key terms and general concepts is as far as most training delivers. This may not be the case if you are to apply the learning straight away in your job. If this is the case, you really would have a much better chance of experiencing real learning and possibly improvement in what you do. Reflect on training you have attended and ask yourself, “How often do you get the opportunity to practise the skills, ideas and concepts after you have been exposed to a Training event?”
Coaching however gives you the opportunity to apply and demonstrate real learning because it is tailored precisely for the Client and where they are currently. And that’s what it delivers. It enables the Client the opportunity to find, apply and commit to solutions to their issues. The the higher levels of learning for personal improvement remains in Coaching rather than Training.
Coaching & ‘ASK Pattern’
Training tends to address knowledge rather than the skills and attitude inherent in the ASK pattern. Very few people will change their attitude as the result of attending a training module – however lengthy. However Coaching can address behaviour and attitude change very quickly.
With Coaching attitude change can be very rapid – but usually requires a process of trial and error thinking in order for it to take place. Coaching is so much better for bringing about personal change. Coaching is working 1:1 with a dedicated and experienced Coach who is 100% focused on the Client. This relationship enables the Client to practise new ways of behaving and managing in a safe.
Of course, these programs do exist but as a percentage of the average course on management training, team building, leadership communication etc there will be very rarely that focus, energy and stimulation to bring about the desired change.
Does Training = Learning & Behaviour Change?
It is difficult to guarantee that anyone is actually learning just by attending a training event. To gauge real learning one has to test for recalling key points, testing for comprehension and understanding as well as applying the ideas to situations and analysing the outcome. In Coaching circles this is known as the ‘taxonomy of learning’ and different processes exist for evaluating the changing of attitudes, skills and knowledge.
Knowing that the majority of training events only focus on simple levels of learning, such as recalling facts and explaining concepts, you may consider that ‘Training’ would be replaced by other, more effective, methods to change thinking and behaviour!
In bringing about organisational change, training is a very poor substitute for real change that is best achieved by facilitating and focusing attention on Coaching key people and teams. Effective coaching only happens through a proven process of capturing learning, enabling the Client to install new thinking, and behaviours delivered by an experienced Coach.
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