Sales Training

June 28, 2005. Call in at 12:55 p.m. Eastern Time Mark Dixon Bünger Claire Schooley Principal Analyst Senior Analyst Forrester Research ForrTel: eLearning For Auto Retail Success

Theme Fast, efficient learning is good for business

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Auto retail needs to get smarter every day . . . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

. . . for thousands of current and new employees ,[object Object],[object Object],[object Object],* Source: NADA Data 2005 † Source: CNW 2001 ‡ Sources: Automotive Youth Educational Systems (AYES), Association for Career and Technical Education (ACTE), Bureau of Labor Statistics

There is a need for more learning ,[object Object],[object Object],[object Object],Source: Automotive News , February 07, 2005

So how do you do it? ,[object Object],[object Object],[object Object],[object Object]

Determine whether it’s a training problem ,[object Object],Willing Able Allowed Aware = motivation problem  change compensation = skills problem  train! = policy problem  change rules = information problem  change communication

Tools for learning Very scalable Not scalable Very scalable Scalable Not scalable Scalability Continual content updates Additional wages High upfront cost of applications, infrastructure, content Expensive to develop; can’t update easily Materials, duplication, travel, instructor, per diem, location costs Costs Self-reporting Database LMS, LCMS, authoring tools, learning objects, competency mgmt. skill gaps, analytics Checklist Database Database, LMS Tracking PDA Review material just-in-time On-the-job learning Shadow and work with others Self-paced eLearning; simulations Work independently; interact with online content Videos Watch in viewing room Books , Classroom manuals, instruction workbooks Read on own Attend class, discussions Material

Three delivery methods in a blended environment Instructor-led training Virtual classroom Self-paced training

Determine the need for an LMS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Basic LMS Functionality From: Managing Learning: An Essential Component To Business Success, September 2004

Common components of an eLearning integrated suite From: Managing Learning: An Essential Component To Business Success, September 2004

Learning… Where it comes from and where it’s going Classroom On-the-job Computer-based training Integrated learning and work Point A Point B Point C

Case Study: AutoNation “Knowledge Central” ,[object Object],[object Object],[object Object],[object Object]

Now ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The high points ,[object Object],[object Object],[object Object],[object Object],[object Object]

Volvo Construction Equipment (Case Study)

Case study — Volvo Construction Equipment ,[object Object],[object Object],[object Object],[object Object],[object Object]

Original model of sales training Front-line sales staff VCE product specialists VCE district manager VCF finance specialists Regional and dealer product specialists Dealer sales manager Dealer finance specialists Training on all products, processes, and support Train the trainer Etc.

New system installed ,[object Object],[object Object],[object Object],[object Object],[object Object]

eLearning structure: Dealership personnel Front-line sales staff VCE product specialists VCE district manager VCF finance specialists Regional and dealer product specialists Dealer sales manager Dealer finance specialists Etc. QuickTrack basics

Market share growth percentage Market share growth percentage (YR 2003 vs. YR 2002) Branch salespeople split into three categories — no training, Web training, and Web and hands-on training 101 110 131 Not trained Web only Web and hands-on

Case study: Toyota Dealer Simulations 4. Action plan 2. “Discovery Session” 3. Feedback 1. Dealer simulation

Dealership simulation: Parts and service department ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Parts and service (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Developing a business case ,[object Object],[object Object],[object Object]

Developing a succinct business case ,[object Object],We want THIS number “ We are doing to make better, as measured by , which is worth $

Developing a succinct business case (cont.) We are implementing an eLearning training program to increase effectiveness of sales staff training , as measured by increased sales performance , which is worth $900,000 .

Vendors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Selected bibliography ,[object Object],[object Object],[object Object]

Sales Training

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