a Recruiting Workshop for Nutrition Educators

a Recruiting Workshop for Nutrition Educators
Creating Meaningful Conversations a Recruiting Workshop for Nutrition Educators Introduce yourself Have participants introduce themselves Housekeeping details Workshop duration from to Breaks at approximately Location of restrooms Location of emergency exits Distribute participant materials Turn off or silence cell phones Explain Participant Outline Emphasize the importance of relaxing Developed by Howard Armstrong and Linda Melcher Revised by Linda Melcher, MS, RD Physical Activity … It’s For Every Body [For Staff Training]

Survey Results: Nutrition Educator’s # 1 Challenge when Recruiting
Locating customers Ensuring eligibility Getting a true commitment Recruiting for afternoon classes Client’s emotion Length of lesson series Explaining the program Transportation Finding agencies Getting customers to show up Forms are too long Physical Activity … It’s For Every Body [For Staff Training]

Survey Results: What works best when recruiting
Work with agencies, organization and preformed groups Referrals Word of mouth Face to face Free, Incentives, New recipes Use marketing materials and impacts The following are things that work best for nutrition educators when they are recruiting: Work with agencies, organization and preformed groups Referrals Word of mouth Face to face Free, Incentives, New recipes Use marketing materials and impacts Physical Activity … It’s For Every Body [For Staff Training]

Survey Results: What works best when recruiting
Tell why you want to work with them Personal phone contact and mailings Take classes with a friend Offering a variety of times and locations Make class time meet participants need Location same as other classes Tell why you want to work with them Personal phone contact and mailings Take classes with a friend Offering a variety of times and locations Make class time meet participants need Location same as other classes Physical Activity … It’s For Every Body [For Staff Training]

Goal of Workshop enhance and build skills used by nutrition educators to recruit participants for nutrition classes The goal of this workshop is to enhance and build skills used by nutrition educators in recruiting participants for nutrition education classes. Physical Activity … It’s For Every Body [For Staff Training]

Nutrition Educators will learn:
amateur vs. professional approaches to selling and how it relates to recruiting the art of asking questions listening techniques that demonstrate concern for prospective customers  program features vs. benefits Nutrition educators will learn: the difference between an amateur and a professional approach to selling and how it relates to recruiting the art of asking questions a variety of listening techniques to demonstrate concern for prospective customers the difference between program features and benefits Physical Activity … It’s For Every Body [For Staff Training]

Nutrition Educators will learn:
forms of resistance and techniques to use for each clues to that determine customer interest techniques that get a customer commitment Nutrition Educators will learn: various forms of resistance and the techniques to use for each clues to look for to determine customer interest techniques to use to get a commitment from your customer Physical Activity … It’s For Every Body [For Staff Training]

Nutrition Educators will:
 ask questions to uncover needs  use listening techniques to understand needs describe program benefits to motivate customers to enroll neutralize objections make enrollment a natural conclusion to the conversation HAVE FUN!!! Nutrition educators will be able to: ask questions to uncover needs use listening techniques to better understand needs describe program benefits that motivate customers to enroll in nutrition classes neutralize objections get a commitment to participate Physical Activity … It’s For Every Body [For Staff Training]

Segment 1: Recruiting vs. Selling
Professional selling is a natural process between two people One has a problem or need One has a solution Sales people must uncover the need before a sale happens Recruiting is an informal professional selling endeavor We start this workshop by making some assumptions about what you do. You provide nutrition education for low-income families and individuals on a number of topics. In order to help those families or individuals, you must first uncover their needs or the triggers that will cause them to accept your information. In a sense, you are involved in an informal professional selling endeavor. Don’t let the word “selling” make you nervous. The selling process is natural process between two people. One has a need, the other has a solution. In our first exercise, we’ll explore past sales experiences and see if we can differentiate between good and bad experiences. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 1A: Pro vs. Con Participant Outline pg. 1
Discuss experiences with sales people. Negative Pushy Positive Friendly Consider why they were negative or positive. Key concept: The negative experience was a one-way conversation. The positive experience was a two-way conversation. Conversation is Physical Activity … It’s For Every Body [For Staff Training]

Recruiting vs. Selling How do the negatives and positives relate to what we do? What are we doing that might turn customers off? STEP #3 Ask: How do these negatives and positives relate to what we are doing? Then Ask: What are some things that we might be doing to turn customers off? Physical Activity … It’s For Every Body [For Staff Training]

Exercise 1B: Locating Customers Participant Outline pg. 1
List places to find your target audience What three new places will you try? Locating Your Customer (Participant Outline, pg 1) Since your audience is defined as low-income, it is important to identify locations where you will have the greatest success in finding people who qualify for your program. The purpose of this exercise is to identify places to recruit. Physical Activity … It’s For Every Body [For Staff Training]

Segment 2: Creating Need- Satisfying Conversations
Going from amateur to professional requires you to stop making sales presentations and start conducting need-satisfying conversations! The difference between amateur sales people and professionals is that amateurs make sales presentations and professionals conduct need-satisfying conversations Physical Activity … It’s For Every Body [For Staff Training]

Definition Conversation is a method of communication
A conversation is defined as a method of communication. Physical Activity … It’s For Every Body [For Staff Training]

Definitions Communication is getting and giving information
Communication is defined as giving and getting information. Negative conversation happens when there is more giving than getting. Instead of telling the person everything about a specific product, the professional sales person takes time to find out what the customer needs and wants. By using this model for recruiting, we will have better results. Physical Activity … It’s For Every Body [For Staff Training]

Uncovering Customers Needs
What’s wrong with these questions? Do you find it hard to feed your family well? Would you like to join nutrition classes? Will your agency provide referrals to our program? Before you can make a sale, you must first uncover your customer’s needs. To do this, it is important to set the stage with good questions. Good questions will help build rapport and uncover customer needs. However, there is an art to asking questions. What is wrong with the following questions? Do you find it hard to feed your family well? Would you like to join nutrition classes? Will your agency provide referrals to our program? Physical Activity … It’s For Every Body [For Staff Training]

Closed Probes Can be answered with one word
Do not stimulate conversation Leave you no where to go Sometimes used to direct conversation (ex. lawyers in a court room) All can be answered with one word, yes or no. They do not stimulate conversation. And you might get an answer you do not want to hear. You then have no place to go. Questions that can be answered with one word are call closed probes. Lawyers often use closed probes to direct testimony the way they want it to go. Physical Activity … It’s For Every Body [For Staff Training]

Open Probes Stimulate conversation Usually begin with the letter W
Who, what , where, when Why (use caution) How Tell me more Build rapport Uncover needs Open probes, on the other hand, stimulate conversation. They usually begin with the letter W, who what, where, when, why. How or tell me more are also great options to stimulate conversations. Take care in using “why” as it puts people on the defense. Physical Activity … It’s For Every Body [For Staff Training]

Compare the difference
Do you find it hard to feed your family well? Would you like to join nutrition classes? Will your agency provide referrals to our program? When it comes to feeding your family, what is important to you? Where do you go to find information about nutrition? What kind of nutritional help do you see your clients needing? To have a need-satisfying conversation, it is important to set the stage with good questions. Compare the following to the above questions. Individuals: When it comes to feeding your family, what are some things that are important to you? Where do you go to find information about nutrition? Agency: What kind of nutritional help do you see your clients needing? Physical Activity … It’s For Every Body [For Staff Training]

Build Rapport Create a safe environment Share something about yourself
Welcome, smile, laugh Tell the person that you’re happy to meet her. Give a sincere compliment. Share something about yourself Use open body language Listen to her. Create a comfortable setting Remove barriers, Talk to her children. provide toys for children Show an interest in her Talk about her children Make a new friend! The first step in the sales process is to build a rapport with the customer. Review essentials of building rapport: Create a safe environment: welcome, smile, laugh. Use open body language. Create comfortable setting: remove barriers. Make small talk: i.e. the weather, the family, or the agency in general. Make a new friend! Physical Activity … It’s For Every Body [For Staff Training]

Building Rapport with Agencies
Know their mission Google them Read articles and brochures Know how their mission connects with yours Know how you can help them meet their mission Respect their time Be prepared Building rapport with agencies: Know what their mission is before you visit with them. Google them on the internet. Read articles and brochures. Know how their mission connects with your mission and how you can help them meet their mission. Respect their time. Be prepared. Know what you want the agency to do, how much time will be required, and how it will help them meet their mission. Physical Activity … It’s For Every Body [For Staff Training]

Building Rapport with Agencies
Identify an authenticator Person who has influence with person making decisions Example: a volunteer for a food bank who has taken your classes Identify an “authenticator” to help you set the stage. An authenticator is a person who has influence with the person who makes the decisions. For example: A volunteer at the food bank has taken your classes. She tells the director how much the program has helped her and suggests that the director should meet with you. Use circles of influence to identify authenticators. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 2A (Participant Outline p. 2)
Describe how you set the stage to build rapport with customers. Ex: Introduce yourself, compliment children… Develop three rapport-building questions to stimulate conversation. Ex: What kind of activities do you enjoy doing with your family? Ex: I saw the article in the paper about your Fun Run this past weekend. Tell me more about it. The purpose of this exercise is to develop skills in the art of asking good questions to build rapport; the first step in conducting need-satisfying conversations. STEP #1 Work can be done as a whole, in small groups, or individually. “Your task is to discuss how you set the stage to build rapport and then develop three rapport-building questions that could be used when talking with customers. At least one of these should be directed toward working with agencies. Remember to use OPEN PROBES for this exercise!” Individual Example: What kind of activities do you enjoy doing with your family? Agency Example: I saw the article in the paper about your Fun Run this past weekend. Tell me more about it. STEP #2 In a round-robin fashion, ask participants for examples of their rapport-building and need-satisfying questions. Remind participants to make note of other participant questions in their topic outlines that they feel would be good examples to add to their own list. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 2B Develop three open probes to use to uncover your customer’s needs. Individual Ex: When it comes to feeding your family, what are some things that are important to you? Individual Ex: Where do you go to find information about nutrition? Agency Ex: What kind of nutritional help do you see your clients needing? The purpose of this exercise is to develop skills in the art of asking good questions to uncover needs of the customer. STEP #1 Work can be done individually or in small groups. “Your task is to develop three open-probe questions that could be used to uncover needs when talking with customers. At least one of these should be directed toward working with agencies. Remember to use OPEN PROBES for this exercise!” STEP #2 In a round-robin fashion, ask participants for examples of their rapport-building and need-satisfying questions. Key point: To have a need satisfying conversation, it is important to set the stage with good questions. Physical Activity … It’s For Every Body [For Staff Training]

Survey Results: Reasons People Join Nutrition Classes
To improve health of kids, family, self To save money To learn to cook To get help with picky eaters To lose weight To get help with meal management menus, reading labels, food safety In a survey of nutrition educators for EFNEP and SNAP-Ed conducted in the Western Region the following reasons were identified as reasons people join nutrition classes. To improve health of kids, family, self To save money To learn to cook To get help with picky eaters To lose weight To get help with menus, reading labels, food safety Physical Activity … It’s For Every Body [For Staff Training]

Survey Results: Reasons People Join Nutrition Classes
To get help with shopping To get incentives To get help from other services To get credit for something To meet people and make friends To gain job skills and build resume To get help with shopping To get incentives: recipes, cookbook, certificates, help from other services To get credit for something else: required to, credit for TANF, volunteer hours, community service To meet new people and make new friends To gain job skills and build a resume Physical Activity … It’s For Every Body [For Staff Training]

Participant Outline SEGMENT 2: Creating Need-Satisfying Conversations
Going from amateur to professional requires that you stop making sales presentations and start conducting need-satisfying conversations. A conversation is a method of communication. Communication is getting and giving information. SUMMARY: Creating Need-Satisfying Conversations Going from amateur to professional requires that you stop making sales presentations and start conducting need-satisfying conversations. A conversation is a method of communication. Communication is getting and giving information. Getting Information: To conduct need-satisfying conversations, it is important to set the stage with good questions. The problem with closed probes is that they can only be answered with the words yes or no . Open probes are questions that stimulate conversation and usually begin with the letter W (who, what, where, when, why, & sometimes how). Physical Activity … It’s For Every Body [For Staff Training]

Participant Outline Getting Information :
To conduct need-satisfying conversations, it is important to set the stage with good questions. The problem with closed probes is that they can only be answered with the words yes or no . Open probes are questions that stimulate conversation and usually begin with the letter W (who, what, where, when, why, & sometimes how). Physical Activity … It’s For Every Body [For Staff Training]

Segment 3: Listening Skills
“There is no greater respect we can give a person than listening to him.” The Road Less Traveled M. Scott Peck Our ability to ask questions would be worthless if we did not do a good job of listening to the answers. Therefore, it is important that we develop good listening skills. In M. Scott Peck’s most famous work, The Road Less Traveled, he talks about the importance of listening, claiming there is no greater respect we can give a person than listening to him/her. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 3 Individually complete the Listening Skills Exercise.
In groups of 3, discuss each question and come to agreement on the answer. Note: You must come to agreement on all questions! The purpose of this exercise is to demonstrate the importance of using good listening skills. STEP #1: Have participants locate the Listening Skills Exercise (color code). Have them answer all questions individually in the listening skills questionnaire (approximately five minutes). STEP #2: Divide participants into groups of three. (If you have a number of participants that cannot be divided by three, put four people into one or two of the groups.) STEP #3: Give the following instructions, “Discuss the questions and come to agreement on them. Remember, you must come to agreement on all answers!” STEP #4: Facilitate a discussion regarding the number of disagreements they had, number resolved and the processes they used to obtain agreement, e.g.; “Okay, now team one, how many questions did the three of you disagree on?” “All right, and out of those (number of) disagreements, how many were resolved?” (If they did not resolve all of the disagreements, you might play with them a bit by acting very surprised at the fact that they did not reach an agreement on all of the disagreements. Of course we know that total agreement will be difficult due to the controversial nature of the questions!) “And what process did you use to attain agreement?” (Some will describe how they reasoned among themselves, while others will use democratic process or majority rules.) Then go to each of the other teams asking them the same questions. Physical Activity … It’s For Every Body [For Staff Training]

Questions to Consider How many questions did you disagree on?
How many were resolved? What process did you use to come to agreement on the answers? Was there more information giving than information getting? Were you forming your rebuttal while the other person was talking? STEP #5 Pose the following questions to the group at large: “We have already defined communication as the giving and getting information. Do you think there was a balance of the two, or was there more information giving since you were required to come to agreement?” (Most groups will agree that the emphasis was on giving.) “Why do you suppose there was an imbalance then in this situation? Did you find yourself trying to give as much information as possible to try to convince others of your point of view?” “More importantly, did you notice that as others were giving their opinions, you were forming your counterpoint for rebuttal in your mind? This is because spoken communication takes place at about 150 words per minute, while thought processes take place at about 1500 words per minute.” Key point: The focus in the previous activity was on information giving rather than information getting. Give participants a few minutes to record their Aha’s. Physical Activity … It’s For Every Body [For Staff Training]

Segment 4: Active Listening
Requires action! Demonstrates you heard and understand what was said Allows clarification Demonstrates genuine interest in what the other person said ACTIVE LISTENING (Participant Outline Page 3) Explain that when forced to come to agreement, most people will try to convince the other of the “rightness” of their position. In this exercise, there were three factors playing against the participants. First they were faced with several controversial questions or ideas, there were three people in a group, and finally, they were required to come to agreement. When faced with these challenges, they first had to decide on what process to use to come to agreement. There are four techniques that help eliminate common communication pitfalls and demonstrate genuine interest in what the other person is saying. We call these active listening techniques. Active listening requires action. Hearing is not enough. By indicating that you heard and understood what was said, you demonstrate that you are genuinely interested in what the other person said. Physical Activity … It’s For Every Body [For Staff Training]

Segment 4: Active Listening Techniques
Supportive response (affirmation): demonstrates support “I see”, “uh, huh”, “sure’, “tell me more” Supportive response: uses phrases such as “I see”, “uh huh”, “sure”, “tell me more.” Physical Activity … It’s For Every Body [For Staff Training]

Active Listening Techniques
Interpretive response (clarify): paraphrase back what you think was meant in your own words Interpretive response (clarifies): paraphrase back what you think was meant in your own words. Physical Activity … It’s For Every Body [For Staff Training]

Reflective response: repeats the last few words with a question mark tone in your voice. Encourages them to expand. Ex: A mom shares that she is worried because her child has not been eating lately… “Not eating lately?” Reflective response: repeats the last few words with a question mark tone in your voice. This encourages them to expand their ideas and give you more information so you can gain better insight. Physical Activity … It’s For Every Body [For Staff Training]

Summary Response: recaps what was said, does not repeat everything “let me see if I understand”, “let me see if I have it”, or “is that it?” Summary response: “let me see if I understand or if I have it”, or “is that it?” This is a recap only, you don’t repeat everything. There may be a tendency for us not to use active listening, because we are both in the same conversation. However, research has demonstrated that by using active listening, even if we have the ideas wrong, the listener is not nearly as concerned that you misunderstood as she is that you listened to her. This also demonstrates professionalism. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 4: In groups of 3, appoint a speaker, a listener, and an observer. Speaker and listener identify one question on the listening skills exercise where they disagreed. Speaker explains reason for her original answer. Listener must demonstrate she heard what was said using active listening. She may not rebut! Observer notes listening skills and reminds listener that she may not speak until speaker has finished. Rotate roles: Speaker Listener Observer Speaker The purpose of this exercise is to utilize active listening techniques in an effort to demonstrate a genuine concern for the other person’s point of view. Follow directions found on page 9 of Facilitator’s Manual. Physical Activity … It’s For Every Body [For Staff Training]

Participant Outline SEGMENT 3: Listening Skills
The second part of “Getting Information” is listening. SEGMENT 4: Active Listening 1. A supportive technique indicates empathy. I see…, I understand… 2. An interpretive response is one that clarifies. Paraphrases back what you think was meant. 3. A reflective response repeats the last few words with a question mark at the end. 4. A summary response summarizes what has been said. “Let me see if I have it…” SUMMARY: Listening Skills The second part of “Getting Information” is listening. Active listening techniques include 1. A supportive technique indicates empathy. I see…, I understand… 2. An interpretive response is one that clarifies. Paraphrases back what you think was meant. 3. A reflective response repeats the last few words with a question mark at the end. 4. A summary response summarizes what has been said. “Let me see if I have it…” Physical Activity … It’s For Every Body [For Staff Training]

Part I Summary Recruiting is a form of selling
Professional selling requires you to stop making presentations and start conduct need-satisfying conversations First step is to build rapport Getting information requires use of open probes and active listening SUMMARY: What we do is a form of selling. Amateurs give sales presentations, professionals conduct need-satisfying conversations. In this first section we have talked about how to get information. Getting information requires two skill sets: asking questions and listening. Use of open probes helps build rapport and uncover needs. Active listening requires action. Responses that demonstrate active listening include supportive, interpretive, reflective, and summary. As professionals we need to stop making sales presentations and start conducting need-satisfying conversations. Physical Activity … It’s For Every Body [For Staff Training]

Segment 5: The Other Side of the Coin: Giving Information
Features describe your service Benefits result from using your service Now we are going to turn our attention from getting information to giving information. There are two concepts to understand before giving information—features and benefits. Features describe a product or service and the tools it provides. Car features include seat cover options, tires, engine size, mirrors, sound systems, air conditioning, etc. If someone were to ask you to describe your program, you might say, “Our program provides information on nutrition, food resource management, meal planning, food preparation, and food safety.” You have just used features to describe your service. Physical Activity … It’s For Every Body [For Staff Training]

Features of Nutrition Education
Classes in nutrition, meal planning, food preparation, food resource management, and food safety. Newsletters Recipes Reinforcements Benefits result from using the features of your service, especially the information you provide. Now to answer the question, you might say, “As a result of the nutrition education we provide, participants are able to feed their families better for less. Ninety percent of our graduates show improvements in their diets while families save an average of $50 per month on their food bill. Additionally, moms gain confidence and learn new skills leading to improved health outcomes.” Physical Activity … It’s For Every Body [For Staff Training]

Benefits of Nutrition Education
Improved health Money saved on food bill Reduced health care costs Moms gain confidence, learn skills Healthy weights achieved Benefits result from using the features of your service, especially the information you provide. Now to answer the question, you might say, “As a result of the nutrition education we provide, participants are able to feed their families better for less. Ninety percent of our graduates show improvements in their diets while families save an average of $50 per month on their food bill. Additionally, moms gain confidence and learn new skills leading to improved health outcomes.” Physical Activity … It’s For Every Body [For Staff Training]

“Data Dumping” Amateur sales people almost always talk about the features they have. When we meet someone and start telling them everything we have to offer before we find out what they need, we are falling into this trap. We are hoping that some part of this will appeal and encourage them to join our classes. We call this “data dumping.” It’s like taking a bowl of spaghetti, throwing it at a wall, and hoping something sticks. Physical Activity … It’s For Every Body [For Staff Training]

Benefits give customers a reason to enroll.
People do not buy products, they buy solutions to problems. Professional sales people, on the other hand, talk in terms of benefits. They take the time to find out what is most important to the customer and then match a benefit of the program that will help the customer meet that need. When we discuss benefits that are important to the customer, the customer has a genuine reason to join. We are creating a win-win situation. People do not buy products, they buy solutions to problems. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 5: Individually or in small groups, create a list of features of nutrition education. Create benefit statements for three features. Example Feature - Menu planning Benefits – By spending a little time planning menus before you shop, you will save time at the store and during the rest of the week by not having to go to the store for forgotten items and knowing what you are going to have for meals. You will also save money, enjoy the benefits of improved nutrition, and feel more in control. Features vs. Benefits: (Participant Outline, page 4) The purpose of this exercise is to identify benefits associated with the features of your programs. STEP #1: As a whole group or in small groups, create a list of features of nutrition education. STEP #2: For each feature listed, identify a relevant benefit the consumer will see by joining your classes. EXAMPLE: Feature - Menu planning Benefit - Saves time, money, improved nutrition, feel more in control STEP #3: In round-robin fashion, ask each participant to share with the rest of the group the benefit(s) they developed for each feature. Ask participants to note benefits shared by others in addition to their own that they think would work well in encouraging customers to join. Physical Activity … It’s For Every Body [For Staff Training]

Participant Outline SEGMENT 5: Features and Benefits
Amateurs will almost always make use of features while professionals talk about benefits. A feature describes the service or product. A benefit tells how the service helps customers. It is benefits that give your customers a reason to enroll. SUMMARY: Features and Benefits Amateurs will almost always make use of features while professionals talk about benefits. A feature describes the service or product. A benefit tells how the service helps customers. It is benefits that give your customers a reason to enroll. Physical Activity … It’s For Every Body [For Staff Training]

Segment 6: Getting Benefits into the Conversation
Introductory benefit statements help you get benefits into the conversation. Start with an identified need Match a benefit with the need GETTING Benefits into the Conversation (Participant Outline, page 5) Benefits give customers a reason for listening to what you have to offer. But how do you get them into the conversation? An “Introductory Benefit Statement” or IBS provides a practical way to get benefits into the conversation. Using your probing skills, the customer reveals a need that you can help her solve. When visiting with an agency, you can use needs that you know low-income families have. Now all you need to do is use the identified need and match it to a benefit. Physical Activity … It’s For Every Body [For Staff Training]

Introductory phrases that begin describing a need include:
“Studies have shown....” “A big point that we make with our participants is....” “You may have seen our most recent promotion on....” “One of the biggest challenges (problems, issues, concerns, hassles, downers, etc.) facing moms today is....” Introductory phrases that begin describing a need incluce: “Studies have shown....” “A big point that we make with our participants is....” “You may have seen our most recent promotion on....” “One of the biggest challenges (problems, issues, concerns, hassles, downers, etc.) facing moms today is....” Physical Activity … It’s For Every Body [For Staff Training]

Individual Example: A young mom revealed to you that she has trouble making her food resources last all month. “You’re not alone. Making food resources last all month is one of the biggest challeges facing moms today (need). You’ll be interested to know that, on average, my participants save $50 a month of their food bill. We have many cost saving tips that get shared during our classes, and we have so much fun at the same time” (benefit). Individual Example: a young mom revealed to you that she has trouble making her food resources last all month. “You’re not alone. Making food resources last all month is one of the biggest challenges facing moms today. You’ll be interested to know that, on average, my participants save $50 a month of their food bill. We have many cost saving tips that get shared during our classes, and we have so much fun at the same time.” Physical Activity … It’s For Every Body [For Staff Training]

Agency Example: An office manager for a local SNAP office revealed to you that the case load at their office often overwhelmed the benefit specialists. People have to wait for appointments and both were often frustrated. She did not feel she could ask workers to do one more thing. Agency Example: an office manager for a local SNAP office revealed to you that the case load at their office often overwhelmed the benefit specialists. People have to wait for appointments and both were often frustrated. She did not feel she could ask workers to do one more thing. Physical Activity … It’s For Every Body [For Staff Training]

Agency Example: Large caseloads for workers is a concern expressed by other agencies that help low-income families (need). Our program has helped them by providing workers with a “gift” that they can give to applicants at the end of the interview. This gift, which promotes our program, helps the interviews end on a positive note and helps relieve some of the stress your workers experience (benefit). Large caseloads for workers is a concern expressed by other agencies that help low-income families. Our program has helped them by providing workers with a “gift” that they can give to applicants at the end of the interview. This gift, which promotes our program, helps the interviews end on a positive note and helps relieve some of the stress your workers experience. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 6A Locate the list of “Identified Needs” on the topic outline (p. 5) Complete a benefit statement that matches the need. Restate the need to demonstrate you heard and understand the problem Match a benefit to the need Example: Having a picky eater is one of the most frequent concerns expressed by moms. Nutrition Education has many great ideas and tips that have helped moms solve the picky eating dilemma. Many came from moms like you! Creating Benefit Statements from Identified needs: (Participant Outline, page 5) The purpose of this exercise is to complete a benefit statement from an identified need. STEP #1: “Locate the list of “Assumed Needs” found on page 4 of the participant outline.” STEP #2: “Complete a benefit statement by demonstrating that you heard the need and providing a benefit that would meet the identified need and lead to enrollment.” STEP #3: Ask participants to share their completed statements. Explain that we are all learning. Go through the process and have them identify where they need to make changes. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 6B List the common concerns or needs you hear while recruiting. (p. 6) Create benefit statements using benefits of nutrition education to match the needs. Benefit Statements from Scratch (Participant Outline, page 6) The purpose of this exercise is to develop benefit statements from scratch. STEP 1 - Use a flip chart. (Participant Outline, pg 5) As a group, make a list of common concerns or needs heard by participants. STEP #2: Divide the common concerns among participants so that each group has at least two. “Using benefits of nutrition education, create Introductory Benefit Statements for at least two of these common concerns or needs.” “Remember to begin the statement with an identified need, followed by the benefit that will result from enrolling in classes.” STEP #3: Once again ask participants to share their completed statements with the rest of the group. Physical Activity … It’s For Every Body [For Staff Training]

Using NEERS to Create Benefit Statements:
Adult Summary Report Food Behavior Checklist Diet Summary Using NEERS to Create Benefit Statements: Adult Summary Report Food Behavior Checklist Diet Summary Physical Activity … It’s For Every Body [For Staff Training]

Adult Summary Report Pages 3-4
91 % of adults complete the program in 3 months or less Only 6% who enter the program drop out for various reason, but none dropped out due to lack of interest 98% met in groups with friends Adult Summary Report Pages 3-4 91 % of adults complete the program in 3 months or less Only 6% who enter the program drop out for various reason, but none dropped out due to lack of interest 98% met in groups with friends Physical Activity … It’s For Every Body [For Staff Training]

Behavior checklist summary report page 6
82% of participants showed improvement in one or more food resource management practices 88% of participants showed improvement in one or more nutrition practices 54% participants showed improvement in one or more of the food safety practices Behavior checklist summary report page 6 82% of participants showed improvement in one or more food resource management practices 88% of participants showed improvement in one or more nutrition practices 54% participants showed improvement in one or more of the food safety practices Physical Activity … It’s For Every Body [For Staff Training]

Diet Summary Report Pages 5-6 Nutrient Improvement
You can make all kinds of graphs from the information in the Diet Summary Report. This one shows a graph of the improvements in the nutrients found on pages 5-6 Physical Activity … It’s For Every Body [For Staff Training]

Participant Outline SEGMENT 6: Getting Benefits into the Conversation
We get benefits into the discussion by way of an Introductory Benefit Statement. An introductory benefit statement has two parts: 1. An identified need. 2. Evidence of the need being met. SUMMARY: Getting Benefits into the Conversation We get benefits into the discussion by way of an Introductory Benefit Statement. An introductory benefit statement has two parts: 1. An identified need. 2. Evidence of the need being met. Physical Activity … It’s For Every Body [For Staff Training]

Segment 7: Momentum Statements
Use customer compliments to add momentum to your conversation. Acknowledge you heard what she said Add additional emphasis Ex. “My neighbor said your classes really helped her.” “That’s great to hear. We work hard to meet each individual’s needs, and I’ll work hard to meet yours as well.” Momentum Statements (Participant Outline, pg. 7) The third topic of Giving Information is “Momentum Statements.” If someone makes a positive remark about nutrition education, an amateur might think, “that’s nice” and then continue with what she was doing. Be ready! When someone makes a comment about the program, demonstrate that you heard what was said, and add additional information to add momentum to what was said. Example: “My neighbor said your classes really helped her.” You might respond. “That’s great to hear. Our nutrition educators are highly trained to try to meet each individual’s needs.” This helps move the momentum in the right direction. Physical Activity … It’s For Every Body [For Staff Training]

Momentum in the Wrong Direction
Empathizing with negative comments sends momentum in the wrong direction. Acknowledge you heard what was said and nothing more Ex: “I heard the classes take too long.” “Sounds like time is important to you.” Sometimes you may hear a negative comment. The natural tendency is to empathize. But, that moves momentum in the wrong direction. Example: “I’ve heard your classes take too much time.” You might say, “I know, there’s just so much to cover.” This actually moves momentum in the wrong direction. What you need to demonstrate is that you have heard what she said, but then say nothing more. “Sounds like time is important to you.” Physical Activity … It’s For Every Body [For Staff Training]

Exercise 7 Locate the customer comments in Exercise 7 (p. 7)
Provide momentum statements in response to each customer comment Momentum Statements (Participant Outline, page 7) The purpose of this exercise is to use momentum statements in order to pave the way to enrollment. STEP #1: “Locate the list of customer comments on page 5 of the topic outline.” STEP #2: “Your task is to provide momentum statements in response to each of the customer comments.” “Remember there are a couple of remarks that could go against you if you are not careful about how you respond to them.” STEP #3: Ask participants to share their responses. Physical Activity … It’s For Every Body [For Staff Training]

Segment 8: Neutralizing Resistance
Objections: drawbacks to keep you from moving ahead Skepticism: ideas sound too good to be true Dealing With Resistance (Participant Outline, page 7) Those of you who have been doing this for awhile know that despite the fact that we are making a genuine effort to assist families that may be at risk, we may still be met with resistance. This next segment describes the two most common forms of resistance, and what we can do to both understand and deal more effectively with them. There are two forms of resistance, objections and skepticism. Objections are drawbacks that prevent customers from moving ahead. With skepticism, the customer thinks the ideas sound good, but don’t believe it—the “if it sounds to good to be true, it probably is” concept. Physical Activity … It’s For Every Body [For Staff Training]

Good News! Both forms of resistance are actually statements of interest telling you They are interested but need help Where or how they need help The good news is that both forms of resistance are “statements of interest.” Example: You are watching a very interesting movie or program on television when right at the climax, your door bell rings. You answer the door with an eye and ear still on the program only to find a magazine salesman. You know he’s been trained to respond to every objection you give. Are you going to ask any questions or even object? No, saying nothing means you are not interested. He has nowhere to go. Physical Activity … It’s For Every Body [For Staff Training]

Neutralizing Resistance
Restate the objection using reflective response (? tone) Ask them to tell you more (if needed) Offer help or Offer proof When objections or skepticism are raised, the customer is actually telling you she is interested, but needs help. She is also telling you where and how she needs help. Dealing with objections is a two part process. First restate the objection using an active listening technique (ie a reflective response with a question mark tone at the end) or ask them to tell you more. This will encourage them to clarify the situation and will demonstrate that you are listening to them. Then offer help or in the case of skepticism, offer proof. Physical Activity … It’s For Every Body [For Staff Training]

Individual Example: “I don’t know, I’m so busy, I don’t think I have time for classes.” “Too busy for classes? Tell me more about your situation.” (Demostrates you heard the need) “I go to school on Monday, Wednesday, and Friday. Then on Tuesday and Thursday I work from 9 to 4. In the evening I have to study and on the weekends I have to shop and clean house. I don’t ever feel like I have time for fun with my kids.” (Clarifies the situation) Individual Example: “I don’t know, I’m so busy, I don’t think I have time for classes.” “Too busy for classes? Tell me more about your situation.” “I go to school on Monday, Wednesday, and Friday. Then on Tuesday and Thursday I work from 9 to 4. In the evening I have to study and on the weekends I have to shop and clean house. I don’t ever feel like I have time for fun with my kids.” Physical Activity … It’s For Every Body [For Staff Training]

Individual Example: “Wow, you do have a full load (need). Our Busy Moms class may be just the thing you need. We share many time saving ideas for shopping and meal preparation. One mom told me that she not only saves two to three hours a week now in grocery shopping and meal preparation, but she feels more in control of her situation and even has a few minutes each day for herself. Our classes are so much fun that most moms don’t want them to end” (benefits). “Wow, you do have a full load. Our Busy Moms class may be just the thing you need. We share many time saving ideas for shopping and meal preparation. One mom told me that she not only saves two to three hours a week now in grocery shopping and meal preparation, but she feels more in control of her situation and even has a few minutes each day for herself. Our classes are so much fun that most moms don’t want them to end.” Physical Activity … It’s For Every Body [For Staff Training]

Agency Example: “WIC already provides nutrition education for our clients.” “WIC does a great job of providing nutrition education (restated objection). Our program actually builds on the information you provide and helps your clients put your information into action in their daily lives. Our Cooking with WIC Foods class gives them “hands-on” experiences with many of the foods in your food package (offers help). One WIC mom told us she had learned a lot from WIC about what she should be doing, and we had actually helped her do it. ”(proof) Agency Example: “WIC already provides nutrition education for our clients.” “WIC does a great job of providing nutrition education. Our program actually builds on the information you provide and helps your clients put your information into action in their daily lives. Our Cooking with WIC Foods class gives them “hands-on” experiences with many of the foods in your food package. One WIC mom told us she had learned a lot from WIC about what she should be doing, and we had actually helped her do it.” In summary, when resistance occurs, you need to use an active listening technique to demonstrate you heard the objection and help you clarify the situation. Then offer help or proof that what you are saying will work. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 8 Locate resistance statements in outline (p. 8)
Develop statements to neutralize the resistance statements. Remember to use active listening to restate the objection or skepticism Match a benefit of the program that will neutralize the objection Offer proof if you have it Neutralizing Resistance (Participant Outline, page 8) The purpose of this exercise is to practice dealing with customer resistance. STEP #1: “Locate resistance statements in your topic outline. Develop statements to neutralize resistance. Remember to start with an identified need followed by a benefit.” STEP #2: Have participants share their responses. Physical Activity … It’s For Every Body [For Staff Training]

Survey Results: Objections to Joining Classes
Lack of time (30 responses) Lack of transportation (12 responses) Lack of child care (7 responses) Classes lasting too long (8 classes) (3 responses) Already know about nutrition Schedule of classes doesn’t fit with personal schedule In the survey conducted in the Western Region, the following are the main objections to joining that were identified by nutrition educators: Lack of time (30 responses) Lack of transportation (12 responses) Lack of child care (7 responses) Classes lasting too long (8 classes) (3 responses) Already know about nutrition Physical Activity … It’s For Every Body [For Staff Training]

Survey Results: Objections to Joining Classes
Fear of personal information being shared with other agencies Not familiar with program No interest Moving Sick kids Kids poor behavior Fear of personal information being shared with other agencies Not familiar with program No interest Moving Sick kids Kids poor behavior Physical Activity … It’s For Every Body [For Staff Training]

Objections of Agencies
Workers case loads are already to full Too much to cover, would be overload for clients Confidentiality requirements Concern about reliability of information Objections that agencies have revealed for not wanting to refer clients to the program include: Workers caseloads are already full There is already too much to cover, and adding one more thing would be overload for clients Confidentiality requirements Concern about reliability of information Physical Activity … It’s For Every Body [For Staff Training]

Participant Outline SEGMENT 8: Dealing With Resistance
There are two forms of resistance: Objections Skepticism Believe it or not, objections and skepticism are actually statements of interest. Techniques for Dealing with Objections: Repeat the objection in a question form to get clarification or demonstrate that you heard the concern. Neutralize their objection. Techniques for Dealing with Skepticism: Demonstrate you heard their concern and restate the benefits. Offer proof. SUMMARY: Dealing With Resistance There are two forms of resistance: Objections Skepticism Believe it or not, objections and skepticism are actually statements of interest. Techniques for Dealing with Objections: Repeat the objection in a question form to get clarification or demonstrate that you heard the concern. Neutralize their objection. Techniques for Dealing with Skepticism: Demonstrate you heard their concern and restate the benefits. Offer proof. Physical Activity … It’s For Every Body [For Staff Training]

Segment 9: Closing the Deal (Getting a Commitment)
When do you try to get a commitment? When you get a “buying signal” Asking questions Becoming more talkative Picking up a prop Closing the Deal (Getting a Commitment) (Participant Outline, page 9) This segment deals with the subject of “getting a commitment.” When do you try to get a commitment?...when you get a “buying signal.” Buying signals include things such as asking questions, becoming more talkative, or picking up a prop. Car salesmen know that when a customer touches a car, it is a buying signal. Physical Activity … It’s For Every Body [For Staff Training]

Buying Signals Indicate the customer likes what she sees, but needs help or needs more information. Provide additional information Repeat benefits in different words The customer likes what he/she is seeing and needs help with how to make it happen. Provide additional information and repeat the benefits she’ll gain in different words than you’ve used before. Physical Activity … It’s For Every Body [For Staff Training]

Using Your Prop Have information about your program benefits for customer to review Add customer’s name to your brochure and circle it Add and circle your contact information Having some type of prop placed between you and your customer is a good idea. The prop could be the brochure from your program. You can customize the pamphlets by adding her name and circling the information in which she has expressed interest. If the customer picks up the pamphlet and looks at it, she is not reading it, but expressing interest in the concept. Now is the time to summarize the benefits you have talked about and ask for a commitment. Provide the customer with information and a number where she can call if she has questions. Physical Activity … It’s For Every Body [For Staff Training]

Closing the Deal (Getting a Commitment)
When you get a “buying signal” Summarize the benefits you have talked about Ask for a commitment Provide the customer with information and a number where she can call if she has further questions When you get a “buying signal” summarize the benefits you have talked about and ask for a commitment. Provide the customer with information and a number where she can call if she has further questions. Physical Activity … It’s For Every Body [For Staff Training]

Exercise 9: Putting It All Together
Work in groups of three. Conduct a role plays. Customer: familiarize yourself with the background information provided. Participate in a conversation with the recruiter answering her questions by inserting the background information provided . Recruiter: Familiarize yourself with the background information provided. Conduct a conversation with the customer and try to get a commitment for a behavior change. Observer: Keep the conversation on track. Offer suggestions as needed. Be sure the recruiter uses the steps learned. Review the process of what went well and what could be improved. Customer Educator Observer Customer Follow directions on page 19 of the Facilitator’s Manual. Physical Activity … It’s For Every Body [For Staff Training]

Putting It All Together
Build rapport Use open probes to uncover needs Use supportive, reflective, interpretive, or summary responses to demonstrate listening Match benefits of program with identified needs of customer Identify objections and skepticism, and neutralize them Get a commitment! Physical Activity … It’s For Every Body [For Staff Training]

Closing the Deal (Getting a Commitment)
What is the one nugget you experienced in this exercise that you would like to share with everyone else? Based on today’s workshop, what thing(s) will you begin doing differently when counseling? Physical Activity … It’s For Every Body [For Staff Training]

Segment 10: Wrapping Up “If you think you can or if you think you can’t... In either case, you’re probably right.” Henry Ford If You Think You Can or If You Think You Can’t... (Participant Outline, page 10) We’ve covered a lot of territory today. Henry Ford once said, “If you think you can or if you think you can’t…In either case you’re probably right.” If you believe you can use some of the information today, then I know you will be successful. Physical Activity … It’s For Every Body [For Staff Training]

Remember Your customer doesn’t care how much you know until they know how much you care. They will never be more excited about your product than you are… So get excited!!! Remember, your customer doesn’t care how much you know until they know how much you care. So remember when talking with your customers, you are not going to present a “data dump” or have one-way communication. You are going to conduct a natural need-satisfying conversation. It’s a good idea to keep in mind that your customer won’t be any more excited about what you are selling than you are—so get excited! You truly have an amazing product. Physical Activity … It’s For Every Body [For Staff Training]

Thank you for being a great audience
Thank you for being a great audience. Good luck in your selling edeavors! Today we compared what you do as nutrition educators to the selling process. You refreshed your skills and hopefully learned new skills that will help you be a stronger person of influence. You also learned that the professional selling process is actually conducting a need-satisfying conversation where one person has a need and the other person has a solution. We talked about using open probe questions to build rapport and uncover what the customer perceives as her greatest needs. We used supportive, reflecting, interpretive, or summary responses to demonstrate active listening skills. You learned how to use benefits to create statements that coincide with identified needs of the customer. You also learned some skills to help you neutralize objections and skepticism, how to use momentum statements and buying signals to get a commitment. Physical Activity … It’s For Every Body [For Staff Training]

Please Note I want to hear about your successes. Please me at Physical Activity … It’s For Every Body [For Staff Training]

a Recruiting Workshop for Nutrition Educators

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a Recruiting Workshop for Nutrition Educators

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