Shorten Time to Market with No-Cost Product Training         Eric Doner
About Passion for Clarity Seasoned Performance &    Training/Development   Corporate and Consultant   Author, Blogger,...
Why Product Training?                                o Sell it                                o Use it                    ...
Learning ObjectivesBy participating in this session, you will be able to: Define key terms associated with effective prod...
Key Terms Taxonomy                        PRD HPT                             PB/P SWW                             F...
Taxonomy© 2012 AchieveCorp              www.achievecorp.com
Case History         Company Reach              Company Reach       COMPANY LOOKUP             EXPANDED CONTENT Online di...
Case History      Company Reach 1        Company Reach 2          Company Reach 3       COMPANY LOOKUP         ADVANCED SE...
NFB Chart – CR2            Need                 Feature                   Benefit                                         ...
NFB Chart – CR3            Need                Feature                    BenefitGreater insight into     Integrated compa...
How to Design Training1. Start with Why                3. What do they need to   • Do your job easier               know –...
Instructional System Design (ISD)Why:Learning Outcomes: (What they will be able to do after training)Skills they need to b...
ISD for CR2Why: CR2 fills a gap for customers who want andneed search capability and D&B ratings. CR2 willenable you to up...
ISD for CR2  Learning Objectives: Given training, sales reps will:  1. Describe CR2 as an evolution of the Company     Rea...
How                     Skills            Knowledge1. Study/review NFB             1. Briefing by Product   Chart for CR2 ...
Results Fastest rollout of any new  product in history of division Surpassed all sales goals for  first month and quarte...
Points to remember                                Start with Why                                Focus 1st on Skills,    ...
Points to Remember Know your audience Think like a learner Don’t send ducks to   eagle school And never send   eagles ...
Advisory“People need to be reminded more oftenthan they need to be instructed.“- Samuel Johnson© 2012 AchieveCorpwww.achie...
A product training model© 2012 AchieveCorp                              www.achievecorp.com
Learning ObjectivesBy participating in this session, you will be able to: Define key terms associated with effective prod...
Conclusion        Thanks for your time and attention© 2012 AchieveCorp                    www.achievecorp.com
• Discovery Planning          • Process Mapping    • Instructional Design        • Competency Models    • Team Development...
AchieveCorp                                  Results done right                           Eric L. Doner                edo...
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No Cost Product Training

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No Cost Product Training

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No Cost Product Training

  1. 1. Shorten Time to Market with No-Cost Product Training Eric Doner
  2. 2. 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
  3. 3. Why Product Training? o Sell it o Use it o Support it o Consequences© 2012 AchieveCorp www.achievecorp.com
  4. 4. Learning ObjectivesBy 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© 2012 AchieveCorp www.achievecorp.com
  5. 5. Key Terms Taxonomy  PRD HPT  PB/P SWW  FAQ NFB  CTA ISD  WIFM SDL  WTF ILT  Fluency© 2012 AchieveCorp www.achievecorp.com
  6. 6. Taxonomy© 2012 AchieveCorp www.achievecorp.com
  7. 7. 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.© 2012 AchieveCorp www.achievecorp.com
  8. 8. 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.© 2012 AchieveCorp www.achievecorp.com
  9. 9. NFB Chart – CR2 Need Feature Benefit Perform quick companyQuickly find detailed Unlimited ability to lookups or conductcompany information on search, sort, view and customized and targetedcustomers 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 inAccess to the most The Company Reach any state, several statessignificant 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. © 2012 AchieveCorp www.achievecorp.com
  10. 10. NFB Chart – CR3 Need Feature BenefitGreater insight into Integrated company Prepare better territoryissues and trends news articles and and account plans.affecting different industry feeds providedindustries andcompanies. by alerts and automatic Build a competitive edge updates. by demonstrating that you know their industry.The Big Picture of Corporate Family Trees Uncover moreCorporate structures; show all the opportunities and avoidhow they are organized relationships between wasted effort becauseby divisions and divisions and Corporate you’ll know the playersbusiness units. Headquarters – even involved. holding companies. © 2012 AchieveCorp www.achievecorp.com
  11. 11. How to Design Training1. Start with Why 3. What do they need to • Do your job easier know – really? • Keep customers happy • Features • Put $$ in your pocket • Benefits • Pricing2. 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© 2012 AchieveCorp www.achievecorp.com
  12. 12. 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 skillsWhat they need to know - to do How they will get the info/knowledge© 2012 AchieveCorp www.achievecorp.com
  13. 13. ISD for CR2Why: CR2 fills a gap for customers who want andneed search capability and D&B ratings. CR2 willenable you to up-sell current CR1 and Selectorycustomers at renewal time and confidently sell newprospects on an affordable database solution.© 2012 AchieveCorp www.achievecorp.com
  14. 14. 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.© 2012 AchieveCorp www.achievecorp.com
  15. 15. How Skills Knowledge1. Study/review NFB 1. Briefing by Product Chart for CR2 & CR3 Mgmt/Mktg. Team2. Hear/see demo of 2. NFB Charts for CR2 model call for CR2 & CR33. Role Play CR2 3. User Feedback scenario; get feedback 4. List of FAQs4. Demo and practice 5. Order entry process order entry-feedback© 2012 AchieveCorp www.achievecorp.com
  16. 16. 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© 2012 AchieveCorp www.achievecorp.com
  17. 17. 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 AchieveCorpwww.achievecorp.com
  18. 18. 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 AchieveCorpwww.achievecorp.com
  19. 19. Advisory“People need to be reminded more oftenthan they need to be instructed.“- Samuel Johnson© 2012 AchieveCorpwww.achievecorp.com
  20. 20. A product training model© 2012 AchieveCorp www.achievecorp.com
  21. 21. Learning ObjectivesBy 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© 2012 AchieveCorp www.achievecorp.com
  22. 22. Conclusion Thanks for your time and attention© 2012 AchieveCorp www.achievecorp.com
  23. 23. • Discovery Planning • Process Mapping • Instructional Design • Competency Models • Team Development • Talent Assessment • Strategy Facilitation • Training & Development  Strategy Execution Software© 2012 AchieveCorp www.achievecorp.com
  24. 24. AchieveCorp Results done right Eric L. Doner edoner@achievecorp.com ~ 408.476.1233 www.achievecorp.com© 2012 AchieveCorp www.achievecorp.com

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