Over the weekend, I went shopping at a supermarket with my family. On my way out, we were cornered by a sales rep from a well-known travel company. Not wanting to sound rude, we listened to him present his travel packages to us. To sound a bit interested, we asked him few questions.

Finally, we told him that we are not interested and walked away. When I replayed the conversation in my mind, I realized that despite being polite with him, the sales representative was nervous and fumbling while answering our queries. It made me wonder if he was trained to answer questions other than those mentioned in his list.

A sale is the single most important part of any business. Hence, it is imperative that a business should have a well-trained sales staff. And, what other way than sales training to make sure that your sales people know and understand all the methods and approaches to gain sales?

During the training period, the company should explain minute details about itself, its products and services offered. The sales person should be updated with features, benefits and the competitor’s products or services, et al.

Using scenario-based and role-play approaches, he should be asked to make a sales pitch to a prospective client… The sales people should also be trained on verbal and written communication skills, computer skills for basic reporting, soft skills, dress sense, etc. They should be made to realize that a confident sales professional is bound to create a lasting first impression on potential clients.

Sales person should be trained to be an effective listener and should be prepared to answer and act accordingly. When a customer answers, he can restate it for clarity, try to gain insight into the customer’s need and wants by asking the right questions.

Customers buy not just the product or a service, but a solution through the product or service. He should be able to identify those solutions. While talking about the features and benefits of the product or service, he should allow the customer to see the benefits, solutions and results offered through the product or service.

Customer loyalty, ethics and integrity are important components of sales. An ethical sales person will be honest and tell the customer that he does not know the answer to a specific question, unlike making up an answer just to create sales.

Some companies may think training sales staff is a waste of time and money. However, trained sales professionals have an edge over their untrained counterparts.

However, in today’s competitive business environment, any advantage, businesses give their sales staff pays rich dividends. Online technology has created an entire new way of conducting sales and it is important that business and sales personnel train themselves in these methods. Businesses should consider sales training for everyone, be it the front desk receptionist, customer service or office boy that has direct contact with customers.

Do you agree that sales training really pays-off?

Thank you for reading my blog and look forward to your comments and opinions.

As we are entering into a new year, I thought of having quick review of the most appreciated blogs in the year 2009. The list represents some of the most interesting and active learning topics.

Training Needs Analysis: To Skip or Not to Skip is the Question

Usually, training needs are identified during an annual performance appraisal done by HRD. These needs are handed over to corporate training to initiate involvement to address them. The needs are classified and collated; training calendars drawn; training budgets projected and so on. Most line managers want the training to be delivered yesterday! There is always a dearth of time, resources and money, which makes us think twice before we jump into a full-fledged analysis. So, the question is when can we skip and when can we not?

How can you learn, unlearn and relearn?

There is so much we unlearn without much effort. Knowledge not often revised, skills not regularly practiced and beliefs shattered by contradictory experience are all day-to-day examples of unlearning. But what about a situation where person’s knowledge, skills and beliefs serve him well and is therefore reinforced? How can he unlearn them in the face of a superior learning, which will serve him better?

Singular delivery environment for instruction (i.e. class-room only) versus a blended delivery instructional environment – when to use them?

In today’s technology and availability of multiple delivery media days, we are tempted to use a blended approach (more than one medium of delivery) to deliver training. In corporate training, many a times, singular delivery method is enough to do the job. Before we zero down on the criteria for selecting a delivery environment, let us know more about the typical singular and blended learning environments.

Sage on the Stage or Guide on the Side?

A leader motivates, envisions, inspires, communicates, cajoles, reprimands… so does a teacher. A leader is driven by his ego. Who among us can deny the thrill of self-gratification when we stand in front of a group and lead them? So, why belittle the ‘sage’ in us? On the other hand, how much of empathy does trainer need to relate to his flock? Does being a ‘guide by the side’ depend upon the kind of learners, the trainer is dealing with? Or are we just donning the role of ‘guide’ only to mollify the egos of learners? What exactly we mean by ‘facilitating’ learning?

Learning Styles and Instructional Design: Do they go hand in hand?

Kolb’s learning theory introduces us to four distinct learning styles (or preferences), which are based on a four-stage learning cycle – learning by feeling, watching, thinking and doing. My question is how practicable or feasible it is to try and accommodate various learning styles while designing a course, be it classroom or online?

How much of ‘Entertaining’ is advisable in Training?

We know the humor is an extremely powerful force, sometimes even life saving (Anatomy of an Illness, Norman Cousins).We tend to agree with Elliott Massie when he says that every great classroom-based class that he had attended contained humor and laughter. Off hand, we agree that positive humor will help establish a climate conducive to learning, reduce stress, aids retention of information, breaks down barriers between facilitators and learners, and foster cohesiveness. But the question is how?

Sales Training in a Classroom or Online?

Sales Training can comprise product knowledge, sales procedures & reports and selling skills. We have been developing sales training courses for automobile major in Europe, with market presence in Europe and Asia. During the development, we realized that this client company is using a blended approach by addressing certain aspects of training via online delivery and certain others in the classroom. What do you think? Is eLearning or online mode of delivery suitable for selling skills training?

Software Product Simulation – Captivate or Flash?

Software product training using authoring tools like Captivate or Adobe Flash is an effective mode of eLearning. Screenshots of the software acts as a raw content for developing an online course. The learner is taught on how to use the software by creating a simulated environment. The effectiveness of learning can be enhanced by using audio. Both Captivate and Flash can impart training. Let’s see, which one is more suitable.

What Are The Real Elearning Standards?

In the eLearning field, we usually come across SCORM/AICC as the standards to which the courseware should adhere to. But how far are these standards learner-centric? Are these standards impeding learning?

How to market social media as a learning tool?

How do we ‘market’ the use of social media as a new tool or avatar of learning? First, are we sold on it? Many of us have mixed experiences and opinions about using social media in an organizational setting to learn and improve workplace performance. I think I find blogging and LinkedIn more useful than Face book or Twitter. I am sure many of you have opposing views.

Wishing all a Happy, Prosperous and Peaceful New Year!

RK Prasad

CEO

As most of you know, Second Life is a three-dimensional virtual world whose content is open-ended and created by its users based on their imagination. The access to SL is free to casual users, while additional benefits and services come with a price tag.

When I first heard about SL, I promptly created an account and explored it. Can SL change the way product training or sales training is done now? Will its three dimensional (3D), visually intensive and information rich learning environment offer us a powerful medium to address these critical training needs… were some of the questions that raced through my mind.

My first impression was that product and sales training will be ‘born again’. [But then, I can get very excited with new technologies] I started dreaming that companies can take initiatives of educating their sales staff and customers on their products, given its 3-D environment. But after some exploration, I think, although SL is “cool” and shows a lot of promise with its visual and functional capabilities; it is not something that you and I will happily welcome with open arms. More specifically, we will encounter obstacles such as:

1. A steep learning curve needs to be maneuvered due to lack of awareness about SL in the first place.
2. Internal Learning & Development teams may not have the required skills to deliver this kind of training online.
3. The current navigation structure is not intuitive. It is slow, awkward and confusing. Many a times, I got stuck.
4. It will definitely be expensive to develop custom applications.
5. Some organizations may have bandwidth limitations.
6. Integration with existing learning management systems will be a real challenge.

I am still convinced that Second Life has potential (I don’t know why; more of a gut feeling), but it looks like as of now, that it is overshadowed by a steep learning curve for new users, a non-intuitive interface, and the high investment of time and money required for programming content to justify the costs.

I would greatly appreciate your comments and sharing of your experiences. Thank you for reading my blog.

RK Prasad

CEO

Developing a highly interactive course is a mammoth operation. If you’re looking to create highly interactive eLearning course using graphics and animation, then Flash is highly recommended. Most of the online product training, sales training and software training require courses with high interactivity for effective learning experience.

Similar kind of output can be achieved using Articulate Engage. Unlike other authoring tools like Lectora and Captivate, Articulate Engage gives you an option to create interactivities, which will help in creating effective learning experience.

Subject Matter Experts (SME) or Instructional Designers (ID) can use these templates to create storyboards and complete the course in short time, making it cost effective.

Some of the popular instructional approaches that can be used are given below along with the Articulate screen shots.

Clickable Circular Diagram: Shows various elements of a process.

FAQs: Useful as a quick reference for sales training kit.

Glossary Template: Highly visual glossary page for explaining the concept or a term easily.

Guided Imagery: Useful for product training and explaining the parts of a product.

Labeled Graphics: Useful to explain software screens or labeling parts of a product. When the user clicks on the rollover icon (hotspot), the explanation for same is displayed.

Media Tour: Useful for animations and embedding videos.

Process: It explains the process/procedure in a step wise format. Recommended for production or manufacturing processes.

Pyramid: Shows various steps or hierarchy levels in a process.

Timelines: Shows history or process of any activity vis-à-vis time.

Click on Tabs: To provide additional information on a given set of topics.

Product training through eLearning offers a wonderful opportunity to enrich sales training programs with simulated product presentations and product walk-through in various selling situations. Actually eLearning also offers a comprehensive platform for Customer Service and Business Process Training.

Various industries such as Petroleum, Power Tools, Software, Financial Services, Metals & Minerals, Farms & Agriculture, etc, avail of eLearning courses for product training.

Beside Flash and HTML, authoring tools like Captivate, Articulate and Lectora are most commonly used to create product training eLearning courses.

Product Simulation

Based on product manuals, promotional literature and product images, highly interactive flash-based courses are created using product simulation. It makes learning highly effective and quick.

Click here to view demo

Software Simulation – ‘Watch-Try-Do’

‘Watch-Try-Do’ approach is one of the most effective ways to demonstrating how a software product works. The learner gets the real time experience of how the software works and also gets the opportunity to work on the simulated environment.

Click here to view demo

For more information view Product Training through eLearning

Last weekend, I was reading an old tattered booklet on Elmer Wheeler and his selling techniques which I picked up from one of the booksellers who sell old, second-hand books of a wide variety of subjects from the pavements (in front of stores that are closed on Sundays) here in Hyderabad, India. These pavements are a fascinating place to spend a lazy Sunday afternoon, pottering among literally thousands of books, collected from across the country from owners who for reasons unknown sell these precious books to vendors for a couple of rupees.

Wheeler was quite a pioneer in way. As a newspaper advertising space sales person, he discovered that the weak link between effective advertising which bring prospective customers to the stores and the actual sale is the salesperson. He realized that getting his clients ads in the newspaper is probably just the beginning of his job. That started him off on a ten-year research on what words or sentences spoken by a sales person will substantially increase sale. He purportedly tested about 1 million words on more than 19 million people before he came with his “wheeler points”.

He was fond of saying that the best-looking merchandize won’t sell for itself and prettiest dotted line won’t sign itself without the intelligent persuasion of somebody’s words.

Wheeler Point 1: Sell the sizzle, not the steak

Discover the main benefit which will appeal to the customer and convey that very benefit. Don’t sell drill 4” drill bits; sell 4” holes. In other words, talk in terms of benefits not features.

Wheeler Point 2: Don’t write; telegraph

As a salesperson, use minimum words. Every unnecessary word jeopardizes the sale. It is what you say in the first 10 seconds that will make or break the sale.

Wheeler Point 3: Say it with flowers

You ‘sizzles’ should be demonstrated. Any physical action, gestures, expressions or still better showing how the product works. Get action with action.

Wheeler Point 4: Don’t ask if, ask which

Always give the customer a choice between something and something; not something and nothing. Don’t ask if, ask which, when, where or how.

Wheeler Point 5: Watch your bark

The finest ‘sizzle’ said is telegraphed in 10 seconds with a bouquet of flowers, and enough ‘which’, ‘when’, ‘where’ and ‘how’ will not work if your voice does not have enough sincerity and enthusiasm.

There are some more wheeler points. But even these five have achieved such stupendous increase in sales that it is almost unbelievable. You must read the book to appreciate the effectiveness of these ‘tested sentences’. I found a free online version at http://www.sentencesthatsell.com

I am sure that the current day sales training is doing a good job. But I think for product training, a training program on Wheeler’s methods can do wonders. And it can be done online, with a carefully designed eLearning course.

What do you think? Thank you for reading my blog and I welcome your comments and sharing of experiences.

RK Prasad

CEO

Click Here To View Our Demos

I have posted the discussion question, “Which is better for Sales Training? Classroom or Online?” in LinkedIn groups earlier this week. There were more than 100 responses. I thought the combined wisdom of 100 of us should be shared.

To give you an idea of who responded, there were learning consultants, training managers, corporate trainers, directors, instructional designers, business analysts, product managers, software developers, training leaders and strategists, computer specialists, training & education executives, eLearning managers, instructors, marketing managers, writers, authors, speakers…

…from industries such as Information Technology and Services, Oil and Gas, eLearning, Training, Education, Communication, Government, Pharmaceutical, Media, Banking, Internet, Retail, Machinery, Arts & Craft and so on.

Here is a snapshot of the responses:

Each response was great, reflecting the unique expertise of the respondent and his/ her willingness to share it.

Here are some ( according to me ) relatively more detailed/ incisive/ educative responses in verbatim:

In favor of Blended Approach:

• The answer to that depends on the size, nature, and distribution of the sales force. If it is large, turns over rapidly, and is geographically disperse, then getting people together for leader-led training is cost prohibitive. The best program to have is a combination of leader-led, online, and performance support tools. The proper utilization of leader-led training, where the leader is more of a facilitator as opposed to a trainer, can and does result in improved job performance though.

• The US Dept of Education recently released a report which showed some interested findings related to just this subject. They found that the best results came from a blended approach which involved both online and class-room, instructor-led scenarios. They also found that online learning proved to have better results than just class-room learning. Address more of this report at http://www.ed.gov/rschstat/eval/tech/evidence-based-practices/finalreport.pdf

• From my experience a combination of both online/audio in the car and classroom works really well. I use online/audio in the car to teach the theory and then reinforce and integrate it in classroom by doing exercises that apply it to their job and give them experiences. I have then set it up with their managers to provide ongoing reinforcement of the new behaviors being trained.

In favor of Classroom Training:

• I used to deliver sales training in a classroom which included making live sales calls in a “virtual office” environment. Although most trainees were apprehensive, being in a group environment helped them to develop and learn from each other. It is essential get sales people out of their comfort zone to ensure they develop and you cannot really do this online.
• I have taught sales for years, and taken many sales courses myself. I firmly believe the classroom/one on one is THE best way to go. Online is fine for the basics, but nothing can beat the classroom/one on one to produce a successful salesperson. Personalize the sales process, with the basics kept in view, and the sales person and company succeed. Sales is not a cookie cutter venture, but needs to draw and amplify the salespersons own character.

• I think that training sales should be done better in a classroom. This give an opportunity to some employees to ask any question they have. Also they can get better understanding on processes and procedures.

• Classroom training (with role plays as the major component) is far superior to online training. Selling is about communicating effectively. In order to learn effective communication skills, you need to be face-to-face.

• Classroom training is the best and will always be the best. The clients will learn and retain the most with a live person physically in front of them.

In favor of Online Training:

• All depends on the intensity and subject matter. Virtual classroom training can be very effective. Allowing people to ask real time questions and get answers. Independent (on demand) training can also very effective, Training at sales kick-offs for the introduction of new products, major announcements, etc….

• Online shall be preferred and it should be treated as case study example.
  

• Online training is great! Makes distance shorter, less time pressure…great for IT training, software implementation, procedures, accountancy.

• We just delivered technical training for learners around the world successfully for a very large financial institution. ILO is definitely one of the major waves of the future for learning. It’s been a mainstay for us for over 7 years as the right investments in infrastructure and workflow is KEY.

What do you think? Thank you for reading my blog and I welcome your comments and sharing of experiences.

RK Prasad

CEO

Sales Training can comprise product knowledge, sales procedures & reports and selling skills.

We have been developing sales training courses for automobile major in Europe, with market presence in Europe and Asia. During the development, we realized that this client company is using a blended approach by addressing certain aspects of training via online delivery and certain others in the classroom.

For example, the procedures and reports that need to be followed and filled in respectively are quite amenable to be put online. So the company went ahead and asked us to develop a 60-minute online course to teach their sales people various procedures to be followed which included the sales planning process. The course presented adequate opportunities for the learners to test their understanding.

Products in this case were automobile spare parts; there was nothing much to be learnt about them as they fell in some kind of consumable category. Had the product been an automobile itself, product training could have been attempted through eLearning, with ample use of 3-D animations and voice over.

Coming to the controversial component – selling skills. Can it be done effectively via an online course? As a former sales person and also a training professional, I classify learning how to sell under experiential learning – learning by doing. Usually, selling skills training is either done on-the-job (OJT) along with a senior sales person for providing guidance and feedback or in a classroom where typical sales situations are simulated for the learners to enact the role of a sales person while another learner takes on the role of a buyer. Feedback is generally given in the form of a video shoot of the process.

Given this kind of training, I think eLearning or online mode of delivery is not very suitable for selling skills training.

What do you think? Thank you for reading my blog and I welcome your comments and sharing of experiences.

RK Prasad

CEO

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