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Who Needs Product Training and Why?

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Who Needs Product Training and Why?

Product knowledge is fundamental to the seller who is selling it and the buyer who is purchasing the same. In between the seller and the buyer there are other stakeholders who are equally required to have sound product knowledge. They could be the dealers, resellers or the vendors. Let’s examine in detail who benefits from product trainings and why imparting product training is so important.

Product training is not a one-off event. 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. You will find that it is required for different audiences at different stages of the process. You might begin with employees, and then move on to the sales and distribution channels, and on to the consumer, or end-user. Of course, it goes without saying that the service personnel who have to repair or service the product should posses a comprehensive knowledge of the product. 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.

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 cycle 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 therefore a challenge to distribute product knowledge across various markets within a short span of time to all the stakeholders. Lack of product training will limit the knowledge of the sales personnel and they will not be able to make adequate sales – the same is true with other stakeholders such as dealers or vendors. Needless to add, poorly designed product training will fail to equip the customers 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.

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 made available to end-users of the product, there is a felt need for well developed, comprehensive product training solutions. Distributing product knowledge through classroom training is not a practical solution for a globally dispersed workforce. Hence, organizations need to think of innovative solutions such as web-based trainings or eLearning solutions to impart product trainings for their diverse stakeholders.

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