The skills required to facilitate training for an audience with content that wasn’t developed by the facilitator, are the same skills sale people practice every day:
Persuasion: Since a facilitator doesn’t create the presentation content (or product) they are facilitating (just like the sales person doesn’t create the product they sell door-to-door), the skills of persuasion through using influence in the room, is critical for success. The facilitator must use all the skills of persuasion their fingertips to get the “customer” to buy the product. Yes, the audience already “bought” the product by being there physically. But just like children in school, you have to “re-earn” their attention caring and awareness, rather than taking it for granted.
Body language: Sales people know that confidence, body language, and silence combined with active listening (more on this one below), can help close the sale in a face-to-face encounter. Facilitators need to keep this in mind. Particularly, when facilitating content with which they are not familiar. A facilitator with none of those traits, just like a sale person with none of those traits, can stumble and fall in the room.
Active listening: Facilitators should listen more that they talk. This is easy when the facilitator has developed the product they are facilitating. It’s hard when facilitators haven’t developed the product they are facilitating. The problems compound when they don’t believe the content itself. The first person to listen and react to the content should be the facilitator. But not in the room. Not in front of the audience. And not when the audience pushes back and disagrees, asserts themselves, or engages in conflict with the content.
With all this being said, the facilitator should remember, above all else, that the work is on the line in the room, not the facilitator as a sales person.
