No Cost Product Training

Shorten Time to Market with
No-Cost Product Training

Eric Doner

About
 Passion for Clarity
 Seasoned Performance &
Training/Development
 Corporate and Consultant
 Author, Blogger, Speaker
 Transplanted Buckeye
 Volunteer Leader
 Air Force Veteran
 Grandpa
 Car guy

© 2012 AchieveCorp www.achievecorp.com

Why Product Training?

o Sell it

o Use it

o Support it

o Consequences


Learning Objectives

By participating in this session, you will be able to:

 Define key terms associated with effective product training
 Design Product Training that addresses what’s important
 Link product features and benefits to specific customer needs
 List steps to enable learners/users to gain product fluency


Key Terms

 Taxonomy  PRD
 HPT  PB/P
 SWW  FAQ
 NFB  CTA
 ISD  WIFM
 SDL  WTF
 ILT  Fluency


Taxonomy


Case History

Company Reach Company Reach
COMPANY LOOKUP EXPANDED CONTENT

 Online directory  Online directory
alternative to printed  Adv. Search
directory or CD  D&B ratings
 Industry & Company
news
 $395/year  Corp. Family Tree

 $ 2,995/year
 + seats $600 ea.


Case History

Company Reach 1 Company Reach 2 Company Reach 3
COMPANY LOOKUP ADVANCED SEARCH EXPANDED CONTENT

• Online directory • Online directory • Online directory
alternative to print • Advanced search • Adv. Search
or CD criteria • D&B ratings
• D&B ratings • Industry &
• $395/year Company news
• $ 1,295/year + • Corp. Family Tree
seats $300 ea.
• $ 2,995/year +
seats $600 ea.


NFB Chart – CR2
Need Feature Benefit
Perform quick company
Quickly find detailed Unlimited ability to lookups or conduct
company information on search, sort, view and customized and targeted
customers and print 1.8 million location- searches.
prospects. specific company Save time and effort to
profiles nationwide. select your best
11 Search Criteria prospects and identify
decision-makers.

Identify businesses in
Access to the most The Company Reach any state, several states
significant businesses database includes all or entire U.S.
throughout the country. major companies, plus
other important firms
representing 85% of the Exclusive discount on
downloadable company
U.S. GNP.
lists that import directly into
your CRM.

NFB Chart – CR3
Need Feature Benefit

Greater insight into Integrated company Prepare better territory
issues and trends news articles and and account plans.
affecting different industry feeds provided
industries and
companies. by alerts and automatic Build a competitive edge
updates. by demonstrating that
you know their industry.

The Big Picture of Corporate Family Trees Uncover more
Corporate structures; show all the opportunities and avoid
how they are organized relationships between wasted effort because
by divisions and divisions and Corporate you’ll know the players
business units. Headquarters – even involved.
holding companies.


How to Design Training

1. Start with Why 3. What do they need to
• Do your job easier know – really?
• Keep customers happy • Features
• Put $$ in your pocket • Benefits
• Pricing

2. What do you want 4. How will they learn?
them to do? (skills) • Lecture/Briefing
 Recall • Video model
 Demonstrate • Reading & test
 Differentiate • Simulation
 Recommend • Demo & Practice


Instructional System Design (ISD)

Why:

Learning Outcomes: (What they will be able to do after training)

Skills they need to be able to do How they will acquire/demonstrate skills

What they need to know - to do How they will get the info/knowledge


ISD for CR2

Why: CR2 fills a gap for customers who want and
need search capability and D&B ratings. CR2 will
enable you to up-sell current CR1 and Selectory
customers at renewal time and confidently sell new
prospects on an affordable database solution.


ISD for CR2

Learning Objectives: Given training, sales reps will:
1. Describe CR2 as an evolution of the Company
Reach product line (rather than a downgraded version
of CR3 at a reduced price).
2. Recognize the best prospects & customers to buy
CR2 Advanced Search.
3. Describe and distinguish the features & benefits of
each Company Reach product.
4. Avoid selling CR2 at the expense of other, higher-
priced, higher-margin D&B products.

How

Skills Knowledge

1. Study/review NFB 1. Briefing by Product
Chart for CR2 & CR3 Mgmt/Mktg. Team
2. Hear/see demo of 2. NFB Charts for CR2
model call for CR2 & CR3
3. Role Play CR2 3. User Feedback
scenario; get feedback 4. List of FAQs
4. Demo and practice 5. Order entry process
order entry-feedback

Results

 Fastest rollout of any new
product in history of division
 Surpassed all sales goals for
first month and quarter offered
 Improved retention/upgrade of
expiring subscriptions by 44%
 Some of greatest success
came from newest sales reps


Points to remember

 Start with Why
 Focus 1st on Skills,
then Knowledge
 Involve those closest
to the work
 Don’t use a fire hose
 Chunk information

© 2012 AchieveCorp
www.achievecorp.com

Points to Remember

 Know your audience
 Think like a learner
 Don’t send ducks to
eagle school

 And never send
eagles to duck
school!

© 2012 AchieveCorp
www.achievecorp.com

Advisory

“People need to be reminded more often
than they need to be instructed.“
- Samuel Johnson

© 2012 AchieveCorp
www.achievecorp.com

A product training model


Conclusion

Thanks for your time and attention

• Discovery Planning • Process Mapping
• Instructional Design • Competency Models
• Team Development • Talent Assessment
• Strategy Facilitation • Training & Development

 Strategy Execution Software


AchieveCorp

Results done right

Eric L. Doner
edoner@achievecorp.com ~ 408.476.1233
www.achievecorp.com


No Cost Product Training

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