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Writer's pictureAdam Spacht

Training Can Elevate Your Next Product Launch

Updated: Jul 18, 2024





Poor Bob Blauman, high-powered leader guy.


He launched an new product but forgot a key element, the training component.


We can all laugh a bit....or maybe relate.


 


The recipe can be shockingly similar for a new product roll out.

Host an all-hands never ending webinar for product teams to present an avalanche of details and specs.


Sales leaders give a high level summary of how the new widget will revolutionize the world.


Marketing chimes in with some slick graphics and collateral.


Mix in a blizzard of incomplete and possibly conflicting emails about how to log activity in the CRM or procedures on ordering demo items.


Bingo-bango.


Product launched.




A training expert *probably

The results are predictable 

Confusion, unclear messaging, inefficient solutions to procedural issues, lost revenue from spending time with the wrong prospects or missing opportunities with the right ones.


All so easily avoidable with the addition of a simple element.

Training smartly integrated into a product launch strategy to align the initiative to company values, prepare teams to execute on their roles and reinforce the skills needed to achieve the desired outcome.

That webinar? It played in the background while your teams did other work.


All that information? Bombarding people with an information heavy presentation all but guarantees the details will be forgotten.


New sales opportunities? Unqualified and underdeveloped projects clog poorly documented sales funnels in your CRM.


All of which robs you of future revenue and profits.


So how can effective training elevate a product launch?


Training increases material retention and the ability to apply it by building understanding.


Good training maximizes retention of the key product benefit details so sales teams build confidence and ultimately credibility and trust with the customer.


Structured exercises prepare teams for common objections, competitive situations and how to qualify the right opportunities.


Customized micro-learning videos can demonstrate correct messaging while activities allow reps to practice elevator pitches and receive coaching to ensure the corporate message is unified.


Breakout sessions to simulate product usage builds understanding and provides an opportunity to explain the connection to the corporate vision.


Presentation based delivery accomplishes none of that.





Training reduces inefficiencies by integrating procedural understanding into the overarching initiative.


Good training includes work instructions, work aides and infographics so teams can focus on execution.


Simulations of customer interactions and orders can both help sales teams understand internal processes and check for internal bottlenecks that would harm customer satisfaction.


Emails and word of mouth fall short.



Training interjects organizational culture and values into sterile product features.


Imagine a breakout session where your teams experience the likely problems, challenges and issues your Wondermatic 6000 is designed to eliminate.


Or activity that underscores how the new gizmo embodies the founders vision and passion to help customers so sales teams can effectively communicate that to customers without a million dollar advertising spend.


And games that allow your teams to learn the why behind the bells and whistles.


Once again, informational presentations miss this mark.


Training doesn't need to be complicated, expensive or cumbersome.


It won't bog-down your launch timetables.


A smart training program can fold directly into a product launch with front end planning and communication.


Click Image for NBT Interesting Training Guide


 

Include a training component in the strategy planning sessions for your next product launch. Integrate training planning and execution of your roll out.


You'll be a step ahead of Bob Blauman.


Your organization will for sure be a full step ahead towards hitting your sales projections.


If incorporating a training aspect into a product launch intrigues you, lets chat.

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