It all begins with the PK objective. Ask yourself this question: What is it that I would like to have happen as a result of this meeting?
You’ll probably come up with an answer like, “I want them to know all about the features on our new whatjamacallit (WJMC).”Really? It seems we’re back to the issue of trying to fill their brains with facts when they already have to many facts swimming around in there. Specifically:
- What is it that you want them to know?
- What do you want them to do with that knowledge?
- When do you want that to occur?
- How will you know if it does occur?
“OK”, you say. “I want them to be able to sell our new WJMC.”
How will you know if they are able to sell the WJMC?
“They’ll be able to explain it to prospective customers.”
Good, now we’re getting somewhere. What do they need to know to be able to explain the new WJMC to customers?
“Three things. It is faster, more powerful, and less expensive”.
Now you see how this iteration goes. Your PK(Product Knowledge) training session needs to be built around training the sales associate that the new WJMC is:
- More powerful, and
- Less expensive than the competition.
When you finish, all sales associates need to be able to explain this in their own words. More importantly, they should be able to use this knowledge to sell the WJMC, because that was your specific objective. It might even be nice to get a commitment before you leave from each of the sales associates to present the WJMC to at least X number of prospects over the next 30 days, and then your job as the trainer is to check back with them for results. Now we’re measuring both their success and your success. Of course, the final measure comes with the bigger paychecks that come from more profitable sales.
Next up. How to build an effective training session around the above objectives.