When an organization rolls out a new product, it can take a while for the sales team to get on board. Even if they’re excited about the product itself, learning another set of features, benefits, and messaging can feel like just another thing they don’t have time for.
So, what can you do to increase speed to competency and drive excitement for a new product?
Recently, Unboxed partnered with a pharmaceutical organization rolling out a new product at a nation-wide launch. They’d been working hard for months to build marketing collateral and training to support the sales team, and they were looking to do something special to increase excitement and sustain learning beyond the launch event. They needed a creative way to prove that the sales team could execute what they’d learned in the intensive in-person and online training.
Together, we landed on what we called a “Show What You Know” video challenge. The goal was to engage the sales team’s naturally competitive drive by giving them a chance to show what they knew in a public setting—and get rewarded for it.
Here’s how it would work:
1. Learners would record a video of themselves demonstrating the training techniques they learned during training.
2. Learners would upload their best pitch to the training portal (LMS).
3. Training leaders would review each video, selecting the best pitches to share live on the portal, and sharing feedback with those that need improvement.
4. Learners would earn coins and accolades from peers and leaders.
Prior to rolling out “Show What You Know”, we created a dedicated space for the challenge inside the learning portal and even released a hype video to explain the video challenge.
Upon implementation, we saw high rates of engagement from the start, but the results were what was most surprising. The training team found that no one, not even the top performers on the sales team, was able to execute on all of the required messaging they’d learned in training. These results uncovered gaps in the training and gave leaders an opportunity to directly address those gaps, provide more practice sessions, and continue moving the team toward excellence.
As a bonus, we spliced together highlights from the best-uploaded videos to emphasize key skill areas. We bookended the videos with a skills overview, giving learners several examples of what good looks like so they could continue to practice. The challenge was a great success.
We gathered a few key takeaways from “Show What You Know” that you may be able to apply to your own program:
• Learners may know less than they think they do. Going into the challenge, most learners reported being confident with the new product info they had learned in training. The video challenge revealed what we know to be true: that knowledge acquisition is entirely different than practical application.
• Learners love learning from their peers. After the challenge, releasing the spliced videos allowed learners to see several examples of how they could implement key skills and build a more natural approach to their sales pitch. Because these examples were from their peers, they felt authentic, relevant, and timely.
• Sustainment is key. Be strategic about when to roll out a post-training challenge. Gather your initial results, and continue to refine as you go in order to have the most impact.
Have questions about your own sustainment plan?
Need a sustainment strategy that will allow your team to identify learning gaps? Contact Unboxed today for a strategy that works for your learners.