Avoiding Product Launch Failures: Overcome Time Constraints and Ineffective Training
In Part 1 of this article, we saw how new technologies can reduce training costs and improve learning outcomes.
In this part, we’ll look at how modern learning tools help you overcome the two other big obstacles to a successful product launch: time constraints and ineffective training methods.
The Achilles Heel of Training and Enablement Teams
When it comes to product launches, time is the Achilles heel of training and enablement teams. We have short deadlines to develop content, which often has to be prepared far in advance of product launches. This heightens the risk that last-minute adjustments may be needed based on final product approval or changes to the launch agenda. On top of this, we need time to help the sales reps achieve competency and productivity.
Too often, the time needed to prepare presentations, tackle compliance issues and coordinate our efforts with outside vendors exceeds the hours available in our workdays. We simply don’t have enough time to accomplish everything before the deadlines.
How do we use new technologies to optimize what little time we have? To start, modern learning tools provide a faster method for both in-house staff and external vendors to develop content prior to launch meetings.
More Frequent and Continuous Training
Because remote video-based training and practice can occur more frequently and continuously, we no longer have to cram all the learning content into the meeting or into reps’ pre-meeting work.
Sales learning and readiness platforms enable you to modify content, accelerate post-launch updates, create training exercises, and broadcast best practices videos after the product launch as well. And those of you managing global launches can reduce – or even eliminate – dependency on external vendors to translate videos. With the help of the new digital tools, you can shift this responsibility to the staff in your overseas offices.
In the past, we used technology to produce videos with no interactions or other forms of engagement. Today, we’ve reached a point where we can easily produce interactive training videos that learners can continue to engage with and give feedback on even after the launch meeting has occurred.
Increase Training Effectiveness
Traditional teaching methods tend to limit individual learning by forcing trainers into a one-size-fits-all approach. Trainers have also faced the challenge of inadequate skill and knowledge assessments, and have been unable to implement robust peer-to-peer training due to time- and distance-based limitations.
Modern learning tools give us the ability to help reps achieve greater mastery through a blend of structured curriculums, reinforcement exercises, and peer-to-peer coaching.
In addition, new technologies have significantly improved our ability to and messaging mastery via video simulations and demonstrations.
One reason for this improvement is that reps are far more critical of themselves than anyone else. In the past, we would pair up two individuals for a simulation or role play, and they would probably found a mutual admiration society: “I love me. You love me.” But when reps are asked to evaluate themselves with video, they are far more critical of their performances and as a result, they practice more often.
Mobile video also allows for the fast, easy capture of best practice videos that demonstrate field successes and support the well-known desire among reps for peer-to-peer learning.
Finally, mobile video enables us to deliver post-launch updates in real time. This immediately enhances a rep’s ability to change course, as well as our ability to assess how often they’ve practiced and how well they’ve mastered the updates.
