By and large, product training is used to improve sales. The entire industry is aware that sales people no longer sell products, they sell solutions; and, to do this, sales people need the most useful information. So, as eLearning course designers, how do we make our product training courses for sales people relevant and ensure they cover what is most important to these personnel?
In this post, we will look at some instructional design tips to develop an effective product training.
Most sales people travel extensively. It’s important that they receive the right information at the right time, so that they can have a glance at the key takeways before meeting a customer.
Tip 1: Start with Icebreaker Questions
Ask questions such as ‘Do you know the target market for this segment? Do you know the profile of the potential customers or business?. These questions set the stage for the training. Then, provide a clear message about the position of the product in the company’s business portfolio.
Tip 2: Clarify What’s In It for Them
Always provide a clear, precise explanation of the product features/ benefits of selling the product. Sales people need to be equipped with this information so that they are able to confidently make a sale.
Tip 3: Specify What’s In It for Customers
In a research conducted by Forrester, it was found that 88% of executives who have had experience with sales people observed that while they were able to talk about their company’s products, only 27% actually understood the customer’s business and what they were looking for.
Customers are buying the 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.
Tip 4: Compare with Competitor’s Products
Provide realistic information about the competitor’s products, along with proper unique selling proposition(s). Having this “competitive” information at fingertips is important because prospects choose your solution over the competitors’ solutions.
Focusing on these tips will help you design an effective product training course. Hope you find them useful.