Avoiding the Temptations of Distance Learning

By Don Farrell, Founder and Chairman, Signature Worldwide

Mr. Don Farrell

I can see the wheels turning in the minds of executives nationwide whenever I hear the sales pitch from a competing hospitality training company that exclusively specializes in a distance learning approach...

"This is the answer to all my problems. No more scheduling. No more high-priced meeting spaces. No more financing coffee breaks, lunches and afternoon snacks. Everyone will learn on their own time, at their own pace. We'll give them a CD or an online password. They'll test in, test out. We'll measure results before and after. And, man, I'll just sit back and watch my people soar!"

Wouldn't it be great if it were that easy? Let me speak from my experience as founder and chairman of Signature Worldwide, a leading training and business solutions company for the hospitality industry. Unfortunately, all too often, the end result of a training program based solely on distance learning feels a lot like all you did was spin your wheels.

For twenty years, my company and I have been helping hotel executives and their employees succeed by using a blended approach to training. We acknowledge that one-on-one sessions can be tough to schedule and are more expensive than distance learning options. But, we also understand that training your employees to make sure you convert calls to reservations or turn guests into repeat guests and referral sources is of utmost importance to your business. Isn't it worth an investment in the method that works?

Believe me, if there was a less expensive way for us to help you achieve the same results, we would offer it. It simply doesn't exist yet. In my article in this week's Hotel Business Review, "For-going the Distance: Resisting the temptation to train employees through distance learning alone," I discuss in more detail the benefits to using a blended approach to employee sales and service training.

First, not all employees learn the same way. Some will respond to visual and sensory methods. Some will need to practice with a supervisor or peer and will depend on feedback and personal incentives. Others will prefer to read silently through an explanation of a new technique and then apply it at their next opportunity. A blended approach to training incorporates a variety of methods, so each employee is given an equal chance to succeed.

And second, a blended approach to training incorporates distance learning throughout the program in ways that maximize its efficiencies as a reinforcement tool. CD-Rom or Web-based products are very effective ways to conduct pre-testing, to test an employee out of an area he or she has mastered, or to offer modules for extra practice.

Some day, when you are able to turn on your computer and call up a high-energy program with an MTV soundtrack, X-Box graphics and real-time feedback from your host, Brad Pitt, then perhaps distance learning will be the answer we've all been looking for. Until then, do your hotel and your employees a favor and resist the temptation to spin that wheel.

Sincerely,

Don Farrell
Founder & Chairman
Signature Worldwide
donfarrell@signatureworldwide.com