When most people think of advertising and marketing, even sales, rarely if ever does training come to mind. But training is a key component, and having a well trained salesforce and distribution channel is integral to the success of any company.
Training comes in many forms – from in person, classroom-based training to online e-learning modules and everything in between. More and more companies are turning to web-based training modules, and they’re doing so for a variety of reasons.
E-learning can:
1. Maximize training attendance and is an inexpensive way to train people in multiple locations. Since employees are able to complete training from their desks, or even their homes, rather than travel to another location, more employees are able to attend, and at a much lower cost to the employer. And, employees around the globe can complete the same training as their US-based counterparts through simple translation.
2. Increase productivity because employees aren’t traveling to training, or missing work to complete it.
3. Help employers efficiently manage and track training completion and knowledge retention. Through the use of a Learning Management System (LMS) and SCORM-compliant web-based training modules, employers can gauge each employee’s progress within the modules, assess the amount of knowledge retained through pre- and post-quiz scores and understand the effectiveness of the training program as a whole.
4. Be part of a larger rewards and recognition program to motivate the sales team or distribution channel. As each module is completed with a passing score, employees can get points to redeem for company logo wear, discounts, prizes, etc.
Finally, e-learning is a great way to maximize your company’s training budget. Several web-based training modules can be produced throughout the year; whereas in person training events happen once a year during a sales meeting, and are only one small portion of the meeting. E-Learning allows you to keep training and your products top of mind all year long, and for a fraction of the price of your annual sales meeting.
So, when should you create new training modules? The answer is whenever there’s a new product or process, new employees or dealers come on board, or just as a general refresher for sales training. Your sales force is on the front lines everyday representing your product to your customers. It’s important that they are trained and always on top of their game. After all, your success hinges on it.
