Why is Product Training Important and Who Needs it?

Why is Product Training Important and Who Needs it?

Does this training scenario look familiar? Many of us have attended product trainings that perhaps no one except the person who developed the product would have loved to attend. Typically people find product trainings a waste of time and they stop attending them. And, some don’t want to understand the product from the developer or designer’s perspective but would prefer to understand the benefits of the product, not a feature-by-feature account of the product. So why is product training important and who needs this training?

Let’s look at the need for product training in detail.

Why product training?

One of the most important factors for organizations to succeed in today’s competitive landscape is through a successful speedy launch of its new products and services. The time-to-market of new products and services is critical to both survive and succeed. Added to this challenge is the increasingly compressed product life cycles of most products today. Users expect the training to be rolled out at the same time as the product itself. No longer does the market tolerate any delays. It is for this reason that we cannot hope to rapidly distribute this knowledge on the product or service through classroom training because it is not a practical solution for a globally dispersed workforce.

Product training is Critical for successful speedy launch of new products. Almost every organization that has a product to sell recognizes the need for product training. Despite having user manuals and technical documents and data sheets on the product available to end-users of the product training, there is a felt need for well developed, comprehensive product training solutions.

Who needs product training?

So who are the takers for product trainings? Here are a few target audiences:

  • End-users
  • Sales and marketing
  • Customers
  • Dealers
  • Resellers
  • Vendors

In many cases, product information is required not only by end-users of the product and employees of the company launching the product, but also by extended partners such as customers, vendors and suppliers. Product training is not a one-off event. You will find that it is required for different audiences at different stages of the process. You might begin with employees, then move on to the sales and distribution channels, and on to the consumer, or end-user. As you can see, for any new product to be launched successfully, many diverse audiences must be reached and educated through highly effective product trainings.

Needless to say, a poorly designed product training will fail to equip consumers with the skills required to make optimal use of your product, further leading to low adoption rates and subsequent switching of their brand loyalty in the longer run.

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