Sales people usually avoid product training, because they feel it’s a waste of their time. At the same time, most Product Managers too feel frustrated about the training and its poor results. Why does product training fail? What do sales people want? What can be done to succeed? Here, we will look at 3 things that need to be included for online product training.
The entire industry is aware that they no longer sell products, they sell solutions; and to do this sales people need the most useful information. So training sales people on this concept would be a better strategy. The following (adapted from Andy McGinn’s How to Make Selling Complex Solutions Simple) are some of the ‘must-haves’ in a product training course.
‘What’s in it for me?’
Provide a clear, precise explanation of the product features/ benefits of selling the product, to the salesperson. Sales people need to be armed with information, so that they are able to confidently sell the solution.
‘What’s in it for my customers?’
Include information about product benefits. Customers are buying product benefits, not features. Your solution should help them solve their problem. They would always want to know how the product will benefit the customer, rather than what it is.
‘Why us and not the competition?’
Capture and make available, accurate and realistic information about the competitor’s products, along with a proper unique selling proposition(s). Competitive data is needed right at the fingertips, so that prospects choose your solution over the competitors’ solution.
Focusing on these three things while designing a product training course, will help the sales people effectively sell the solution. Web-based technology makes training easy and affordable, by getting instant new product information and current product updates.