Introduction
We’ve all been to training sessions, workshops and company away days where you receive vast quantities of information but how many of us retain it to a level that we can then repeat it to someone else, let alone use it to close a sale with a customer?
Product knowledge plays a critical role in empowering sales teams to do their jobs and achieve their sales targets. Marketing and training managers work hard to create training content and disseminate it to those that need it. But the challenge comes when the information being communicated is complex, technical data. It could be mechanical specifications, technical data sheets or competitor comparisons.
At FMI we specialise in creating memorable and useful product knowledge training that is guaranteed to “stick” in the minds of sales staff and support the business sales focus.
Making complex knowledge stick
Several years ago an agricultural client held a day’s product training on their new machinery. It was a full day training with product and industry experts that was comprehensive and in-depth. However marketing approached FMI with their challenge from previous years, with complex technical machinery and equipment how do we ensure the product knowledge sticks?
This led FMI to design, build and manage a suite of online product training that not only communicated key product information but also tested the retention of knowledge over a set period of time.
Our creative studio and engagement teams designed follow up communications that were sent immediately to staff after they attended the live training day. The email communication directed agricultural sales staff to a fully branded web app that hosted dedicated product training. Comprising of small, bitesize chunks of knowledge, the micro-learning was designed to promote 3-4 key USPS via video content, graphics and quizzes. Presented in such a way to make the key points sticky, the sales staff were able to focus on these when they were next in front of their customers.
The power of follow-up communications
Digital tools are highly effective in making training content engaging, digestible, and memorable.
Using a branded website as a hub, it provides both the business and their sales teams a dedicated platform to host follow-up resources.
Multimedia content such as short videos, infographics, and other visual aids can be used to reinforce learning. With interactive quizzes allowing you to gamify the experience to encourage retention and engagement with key information.
How to create memorable product knowledge training
Identify the Key Selling Points
- Understand the Product: Begin with a deep dive into the product’s features, benefits, and unique selling points (USPs). Gather input from product teams, marketers, and customer-facing teams.
- Focus on Customer Pain Points: Highlight how the product solves specific problems or meets customer needs.
- Prioritise Key Features: Identify the 3-5 most important features that resonate with the target audience.
- Use Real-World Examples: Create scenarios or case studies that illustrate the product’s value in practical situations.
Develop Engaging Content
- Mix Content Formats: Combine videos, infographics, interactive quizzes, and written guides to cater to different learning styles.
- Make it Interactive: Include simulations, role-playing exercises, or product demos to keep learners actively engaged.
- Storytelling: Use narratives to explain how the product has helped others succeed.
- Gamify the Learning: Incorporate badges, leaderboards, or rewards to motivate participation.
- Visuals & Design: Ensure content is visually appealing, with consistent branding and mobile optimised layouts.
Build a Centralised Platform
- Choose a Training Platform: Use a platform to house all training materials in one place for easy access.
- Enable Mobile Access: Ensure the platform is mobile-friendly to accommodate remote or on-the-go learning.
- Organise Content Logically: Use categories, tags, or modules to make navigation intuitive.
- Update Regularly: Keep the platform up-to-date with the latest product developments or feedback from learners.
Encourage Ongoing Engagement
- Schedule Refresher Sessions: Use webinars, workshops, or small-group meetings to reinforce learning.
- Peer Learning: Create opportunities for sales teams to share their knowledge or best practices with each other.
- Create a Feedback Loop: Encourage staff to provide feedback on the training materials for continuous improvement.
- Recognise Success: Celebrate milestones, such as completing a module or excelling in a knowledge test.
- Incorporate Microlearning: Offer short, digestible lessons for continuous learning without overwhelming employees.
Monitor Effectiveness
- Set Measurable Goals: Define key performance indicators (KPIs) like course completion rates, test scores, or confidence levels in selling the product.
- Track Engagement Metrics: Use analytics to monitor how often users access training, which sections they find most helpful, and where drop-offs occur.
- Conduct Post-Training Assessments: Use quizzes or simulations to evaluate knowledge retention and application.
- Gather Customer Feedback: Assess how the training impacts customer interactions or sales performance.
- Iterate & Improve: Use insights from metrics and feedback to refine training materials and delivery methods.
FMI’s teams of engagement experts can help you to create memorable product knowledge training that is more cost-effective than off the shelve learning management systems. We have proven examples of customer success for Targus, Sony, Kubota amongst others.
Training support from FMI
To recap, product knowledge plays a critical role in empowering sales teams. Presented at the right time, in the right way, product training can be dynamically presented to ensure retention by staff and to contribute to driving sales.
FMI’s training experts can help decipher training materials, simplify product training collateral, create digital first materials and build and host a training website. Our analytical reporting suites and data managers can provide fully measurable results to help demonstrate its success to your stakeholders.
Start your journey to improved product training by contacting us below.
