Training the Front Line

New product roll-outs are often preceded by new product training. Often this training is generic information about the product’s operation, presented to everyone that interacts with the product in some way. This is a great training start and generally enough for the audience that uses the product directly. Other audience segments often require specialized training. The sales and support staff may have specialized needs that a product presentation may not accomplish.

Sales personnel need information about the product that goes beyond the product’s features and operations. Training should include case studies of how the product impacts a potential customer and resources to support assist with presenting the information to the customer. Some of the questions they need answers to include:

• What need does the product solve in general?
• What needs do the potential customers have?
• What are the introspective questions needed to ask the customer to draw out a realization of the need?
• What sales support resources are available?

Support staff need an intricate knowledge of the product. Training should offer an understanding of how different user groups will interact with it and the issues already known. Training support should include resources available to assist with interaction with the product and the user. Some of the questions they need answers to include:

• What are the product’s strengths?
• What are potential issues and solutions were found in testing or early use that could initiate a support request?
• What resources are available to assist with supporting the client?
• What internal communication processes are available to assist with problem solving?
• What questions are needed to determine the precise problem the client is experiencing?
• What resources are available to support customer frustrations during the support process?

Generic training is great for general across-the-organization information dissemination. The specialized audience needs custom training for successful performance related to the product.