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Learn what they know. There is a saying from somewhere that says “Never underestimate the
intelligence of your listeners, and never overestimate their need for information.” We might take for
granted that most people involved in sales understand that trust is the basis of a sales relationship, but
they may not actually understand the range of ways that trust can be built, or damaged.
You should also identify the level of knowledge that your participants have on a scale from awareness to
mastery.
Learn their motivation. Are your participants interested in the training that you offer? Anyone who is
motivated in what they know about the training before it is delivered can help to motivate their
colleagues; people who lack interest, however, will be a little more difficult to engage. Are your
participants:
Prisoners?
Vacationers?
Socializers?
Learners?