Sales Training: Healthcare Manufacturing Industry
Varian Medical Systems (BIR Inc.): Bio-Imaging Research, acquired by Varian Medical Systems in 2007, designs and manufactures medical and industrial imaging systems for medical‚ industrial‚ and security applications. With a wide variety of products in the fields of radiotherapy, radiosurgery, X-ray tube technology, digital image detectors, cargo screening, and non-destructive testing, it has distributed sales organization in The Americas, Asia, Pacific Rim, Europe, and the Middle East.
Enterprise Sales Process Improvement Training Program Outcome: As a critical component of the company’s sales process, the company needed an online presence that helped customers understand the full capabilities, look at case studies and download technical details of each product the company offered. The outcome was a dynamic, CMS driven website that facilitated their sales process by educating their prospects and clients with complete product portfolio, detailed technical data sheets, and instantaneous access to their support infrastructure. With over 6,500 people in 70 sales and support offices around the globe, the client was able to train their sales staff, educate their clients and prospects, and vastly improve customer support response times with expedited online delivery mechanisms. This deep, interactive, and highly technical website helped the company not only improve the sales process by providing relevant information to their sales force quickly, but also target new markets and reach new audiences efficiently and economically.
Sales Training: Manufacturing/Software Industry
Zebra Technologies / Motorola Solutions: Zebra builds RFID printers and through the acquisition of Motorola Solutions, offers tracking solutions that generate actionable information and insight, giving companies visibility into their businesses. Zebra’s extensive portfolio of solutions. Zebra offers customized solutions to various industries including Healthcare, Retail, Transportation & Logistics, Manufacturing, and Hospitality industries. This requires Zebra sales staff to learn specifics about their products and services so they can make better, more informed sales presentations, and respond in customer questions in real-time and ultimately, help customers understand how Zebra solutions work, and add value. Zebra, essentially a hardware company, acquired Motorola Solutions, a software company – needed cross training in each others’ products, capabilities and services. The challenge was to communicate with these two diverse group of learners.
Post Acquisition New Products / New Services Launch Sales and Support Training Program Outcome: Zebra, with the acquisition of Motorola solutions, added a wide range of new software services capability that needed to be understood by Zebra’s global audience of employees, partners, call centers, distributors and users. Zebra Knowledge Center, in charge of spearheading the enterprise training program, required assistance in developing highly technical content for sales and support training or their internal and external staff, both domestic and international. The starting point of this initiative was to develop a Learning Plan (who learns what and how?) for the entire enterprise, detailing every aspect of the development / deployment process, including identifying collaborators, approvers, target audiences and launch dates for a wide range of products/services training initiatives. The delivery media included ILT, online, blended, lab and video based training. Collaborating closely with SME’s, Sales, Marketing, Engineering, Channel Partners, Installers, PMO and many senior stakeholders, all training assets were launched (with a continuously changing scope adjustments) within a very tight delivery schedule, to the satisfaction of the learners and stakeholders.
Sales Training: Manufacturing Industry
AIRGAS, Inc: Airgas Corporation, with more than one million customers and 17,000+ employees, is one of the world’s leading supplier of industrial gases, welding equipment and supplies, safety products and process chemicals. Airgas has a very diverse and distributed sales organization looking to develop an Sales Effectiveness training program targeted for employees, channel partners and distributors. The main objective was for the students was to learn a uniform sales processes, customized to specific industries such as manufacturing, construction, life sciences, Food & Beverage, Government and aerospace customers and prospects.
Enterprise-Wide Sales Effectiveness Training Program Outcome: Before writing this course a thorough understanding of Airgas’s existing sales process flow was necessary. This study led us to get familiar with Airgas’s sales channels, players, hierarchy and progressive qualification and escalation process. Armed with this report, we developed a script for an e-learning course that taught the student how to use a sales prospecting checklist, and the subsequent steps to take based on the results obtained. The course was broken into several chapters (in accordance with Airgas’s progressive sales process) – targeting, prospecting, developing a sales pipeline, follow up methodologies, qualifying, proposing, negotiating, closing and post-sales customer support activities. Each of these chapters was complete with interactive exercises, frequent knowledge checks, examples and real life case studies, end-of-chapter summary and an end-of-course quiz. The course was designed to connect a student with a real life sales professional for any question or explanation.
Finally the course was launched on Airgas’s Learning Management System (Cornerstone) and student participation, activities and feedbacks were recorded for continuous improvement.
Sales Training: Real Estate Industry
Council of Real Estate Specialists (CSR): The Council of Residential Specialists is the largest not-for-profit affiliate of the National Association of REALTORS® — a professional network of over 32,000 residential real estate professionals in the U.S. and overseas. It provide real estate agents with the tools, resources and strategies they need to help them guide buyers and sellers through the residential sales process. CSR offers a host of educational programs including classroom courses, self-paced e-learning, live webinars, and events. The challenge for us was to create a training program to explain to the attendees the fundamentals of social media marketing and how to leverage digital marketing tools to increase sales lead generation.
Social Media and Digital Marketing Training Program Outcome: Following in-depth interviews of successful real estate agents who have extensively used social media and digital marketing to generate leads for their businesses, this course was broken up into following four main topics:
- Systemizing the online lead and nurturing
- Importance of a customer-focused website
- Use online resources to generate leads
- Integrating social media into a marketing strategy
Emphasis was placed on developing an online marketing strategy upfront that includes capturing of emails, developing relationships via regular communication, and offering tons of value long before asking for anything in return. This strategy is referred to as inbound marketing. This course shows the students how to generate leads through inbound marketing, attracting customers by providing expert information establishing credibility and trustworthiness at the very beginning of the communication process. This course then helped the class design a personalized ‘system’ to nurture the online leads so that they are consistently followed up and remains on the agent’s top of mind. Then the course covered the usefulness of having a personal website. The class then examined how to meet the challenge of providing personalized, relevant content to target groups, since the Internet makes it possible to deliver distinctly different content to distinctly different groups. (For example, it is possible to develop different content targeted at specific audiences such as churchgoers, daycares, parks & recreation, lifestyle, rural, urban, etc.). Then we covered different methods of generating online leads and finally demonstrated Social Media lead generation techniques of prospecting, segmenting, generating referrals, connecting and converting.
At the end of the course each student developed his/her own Digital Marketing Strategy and lead generation plan.