Transform Sales Training with Just-in-Time Video
In-context messaging can improve efficiency and reduce costs.
Posted Sep 12, 2014
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Your sales team's ability to properly communicate the most valuable, up-to-date information about your company and its offerings is critical. And while any executive would agree with this sentiment, many companies are still lagging in their adoption of new technologies designed to make sales teams more nimble and effective.

The traditional modes of training a sales force—semiannual, in-person workshops; quarterly documents; and written briefs—are less effective in today's always-on world of real-time communications. This is why many organizations are re-evaluating their sales training processes, looking for faster, lower-cost ways to keep their sales force at peak productivity and performance. A better way of sales training—one that is agile, responsive, and "just in time"—is clearly needed.

Make Video Your De Facto Sales Training Method

The next evolution in sales training is just-in-time video. This means using video to get the right information to the salesperson at the precise moment when that information is most likely to have an impact. For example, when a sales rep indicates a change in lead status in your CRM by upgrading the probability of a sale, use that moment to present him or her with a training video relevant to the next step of the sales cycle for that lead. Don't lose momentum by waiting to train your rep weeks or months later.

The benefits of using video in this manner are considerable. Most importantly, video is a medium that is easy to distribute, allowing enterprise organizations to communicate large amounts of information simply and efficiently. It provides consistent content and messaging to every person on the sales team at the moment when they need it, and only when they need it, thereby removing costs for in-person training. By substituting video for in-class training, Microsoft, as an example, was able to reduce the costs for classroom training from $320 per hour per participant to just $17 per hour per person.

It is also a medium that has a higher impact on learning and retention due to its media-centric, go-at-your-own-pace interactive content and feedback mechanisms. For example, Comscore tells us that retention of visual information can reach 65 percent versus just 10 

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