Using Online Training to Build Sales

1. Using Online Training to Build Sales Joe Hajek NAED Keith Peck ElectricSmarts Network November 8, 2010

2. Overview • Creating quality training resources on a tight budget • Keeping your product knowledge message accurate, consistent and repeatable • Maximizing your training ROI by reaching distributors, contractor/commercial/MRO and the Manufacturer Rep audiences • Reaching the widest audience with a predictable cost model and customized rewards program

3. Why Online Training? • Cost effective way to deliver consistent content to a dispersed audience • Convenient for learner • Integrate multiple media • Effective for teaching short, simple tasks and concepts • Can engage shortening attention spans

4. Effective Training • Learning objectives – What do you want learner to be able to do when they finish the course? • Assessment – Has learner achieved outcomes of training? • Engaging content • Reach as many of the 5 senses as possible • Activities: people learn by practice • Reinforcement: job aids and follow up • Improve based on evaluation The bare minimum: Learning objectives, self-paced navigation, voice-over narration, assessment

5. Learning Objectives Learning objectives examples: After taking Course A, the learner will be able to: • Identify 5 features of product X that differentiate it from competing products • Identify 3 key cost savings customers can realize by purchasing product X • Recognize 4 customer objections to replacing old products with product X • Describe the process customers can use to trade in old parts for product X Assessment: require learner to demonstrate they can meet objectives

6. Building Online Training • Can start with PowerPoint slides • Easy to use tools to convert slides into interactive training • Articulate, Lectora, Captivate • Cost effective to outsource development • Instructional design, script writing, animation and voice-over are often the challenging part

7. NAED Learning Center and ElectricSmarts Network • Centralized resource for distributors to manage all of their training • Internal courses • Job-specific training • Communication, leadership, customer service and sales skills • Product training and marketing • CEP continuing education

8. Maximize ROI • Expand ROI by reachingmore eyeballs • Reach Distributors on NAEDLearning Center • Reach contractors, specifiers, MRO’s,engineers, others throughEsmarts’ offering: • Manufacturer branded LMS • Distributor branded LMS’

9. Maximize ROI • Training initiatives supported by sales & marketing budget • Consider the Marketing &Training “2-For”: • Features & Benefits VideoDemo • Repackaged into e-learning module with learning objectives & quiz

10. Maximize ROI • “Just-In-Time” Training Training linked from… everywhere… • Websites • PDF cut sheets • e-Catalogs

11. Maximize ROI • NAED – ElectricSmarts Network Model • No recurring expense tied to audience use • No open-ended expense tied to rewards program • No need to limit audience access based on budget constraints • Our system can notify you/fulfillment house on module completion so you can provide incentives if you wish • Professional e-Learning Development staff specializing in the electrical industry available

12. WIIFM? Your distributors are asking for centralized training Distributor training manager is an effective partner in getting your message to distributor employees All of distributor’s training leads to more effective employees selling your products NLC link with ElectricSmarts Network expands your reach beyond the Distributor to their customers

13. Thanks for Your Time! Keith Peck kdpeck@electricsmarts.com Joe Hajek jhajek@naed.org