Strengthening Product Knowledge

A reader writes, "My salesforce's product knowledge is weak. In conversation with or when accompanying them on sales calls I'm often surprised by the misinformation they provide clients. As a company, I wonder if we do a good job with product training and would welcome suggestions for improvement. "

I applaud you for observing this and wanting to proactively address the situation.

The Reality

When companies offer product training it's typically a fire hose of information provided during the first week or two of new hire orientation. After that, leaders assume reps have all the information needed. Little additional training gets offered.

A Salesperson's Learning Curve

Picture a newly hired salesperson. They must learn how to: craft appropriate voice and emails, speak with customers, ask discovery questions, and address customer objections. Besides all that they need to study the competition, navigate an unfamiliar CRM system and figure out how the coffee maker works.

With all that going on, thinking salespeople will be product experts inside of just a few weeks is an unrealistic of management.

Pressure

After intensive product training salespeople might feel they're being told, "We provided hours of training. You should know the products inside and out."

Reps feel intimidated. This keeps them from doing the very thing you want them to do: asking questions about a product they aren't comfortable with yet.

30 Day Increments

Revamp the training. Start by working with your product manager, head of engineering and other relevant employees. Write 30 - 60- 90 across the top of a white board and the names of your product(s) down the left hand side.

As a group, brainstorm about what facts / features / benefits a rep should have a realistic grasp of at the 30th, 60th, and 90th day of their tenure. This exercise allows the company to present the information in way that gives reps the opportunity to learn the product over time.

Checkpoints

After designing the 30-60-90 day curriculum, create accompanying quizzes. This enables you to see any gaps in reps' product knowledge.

Create a positive culture change. View any gaps as positive - now you know where to focus additional training.

Always be Training

Product training should take place at regular intervals throughout a rep's entire career. Product specialists should attend at least one sales staff meeting a month.

Ask them to present on particular product. Require each rep to come prepared to ask one question. Give the salesperson asking the best question a gift certificate. Have some fun with it.

I never fail to be amazed when tenured reps ask as many questions, and benefit as much, if not more, than newly hired reps during the staff meetings. We all need booster or refresher product training from time to time.

Product Partner

Pair each rep with a partner from the group of product experts within the company. Make sure the salespeople feel comfortable with their assigned partner Let the product expert know how their collaboration with the rep contributes to driving increased sales revenue.

Limit the Number of Products

Give reps an overview of all the products during orientation, but provide in-depth training on just a few at first. Concentrate on the best sellers initially.

Customer Experience

Few exercises teach salespeople more than watching customers use the product in their place of business. Where possible, ask trusted clients if they would be willing to let the rep hang out for a while and observe the end user.

Final Thoughts

View product training as an ongoing company mission week in and week out, as opposed to a one-time only intensive training session. Over time, you'll see the reps make fewer mistakes when fielding product related questions from prospects.