Level 2: Defining Learning Objectives

Almost every meeting involves at least one learning objective — and usually more. Hansen
probed for specific learning that should take place or contacts that should be made.
In addition, she asked about takeaways from the meeting. This issue was even more difficult
for executives to discuss, so she sought out regional managers and senior agents to provide
more information about the content of the meeting. Specific learning objectives were
identified as follows:

At the end of the meeting, participants should be able to:
- Identify the five steps of the business development strategy.
- Develop a business development plan.
- Select the best community service organization to join for business development.
- Explain the changes in three products.
- Identify the five most effective ways to turn a contact into a sale.
- Identify at least five agents to call for suggestions and advice.

Level 3: Defining Application Objectives
Application objectives define what is expected of meeting attendees when they return to the
workplace. Application objective are critical because they describe the expected results that
should occur during the interval between “learning” and the “impact.”
Hansen clarified the specific actions the agents were expected to take when they returned to
work after the conference, detailing as much as possible the changes expected. Although this
was initially a challenge for the executives, as they had not thought through those issues very
clearly previously, Hansen worked with them to determine several actions management
desired from the agents, which became the basis for the following application objectives:

On the job after six months, each agent should:
- Implement a business development plan.
- Implement at least two new business development strategies.
- Contact at least 10 percent of the current customer base to offer them the new changes in auto insurance coverage.
- Make a random 5 percent customer service check with current clients.
- Follow up with at least three agents to discuss successes, concerns or issues.
- Join at least one additional community service group targeted for a potential customer base.
- Use selling skills to turn a contact into a sale.

To measure success with application objectives, Hansen decided to use a post-event followup
questionnaire. She distributed this questionnaire six months after the conference to ensure
that the desired business impact results had time to materialize. Specifically, attendees were
asked to rate their level of agreement, on a five-point scale, with the following targeted
behaviors from conference:

- I implemented the business development plan.
- I applied at least two new business development strategies.
- I contacted at least 10% of current customers to offer new changes in auto insurance coverage.
- I made a random 5% customer service check for existing clients.
- I followed up with at least three agents to discuss successes, concerns, or issues.
- I joined at least one additional community service group targeted to our potential customer base.
- I have used selling skills to turn a contact into a sale.

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