You’ve taken the step to digitalize your B2B sales teams by adopting a Sales Force Automation (SFA) solution for tablet-based order taking for your field sales representatives or by integrating a B2B e-commerce platform.
However, you may be hesitant to invest in a training program following the implementation. Indeed, training represents an additional cost and requires taking your sales team off the field for a day.
Yet, neglecting training can be counterproductive and costly, potentially compromising the adoption and optimal use of these tools.
An effective training is essential for your teams to fully leverage the digital solutions in place.
In this article, we will explore why training is important, the risks of skipping it, and effective strategies for delivering successful training programs.
1. The importance of user training
Training users on a digital solution is crucial for several reasons :
- Adoption and Efficiency
B2B commercial activity is strongly impacted: efficient order taking, optimized stock management, and up-to-date, instantly accessible data are all essential to maximize sales and ensure long-term customer satisfaction.
For example, properly mastering the back-office of a B2B e-commerce platform is critical for managing products, orders, and customers. Poor management in this area can lead to significant operational issues and customer dissatisfaction.
For SFA applications, thorough training ensures your sales representatives can confidently use the tool in the field, directly impacting sales and customer satisfaction.
The goal of training is to ensure users quickly become proficient and autonomous with the tool.
- Reducing resistance to change
New technologies often trigger resistance. Training helps overcome this by reassuring users and making them more willing to embrace the change.
- The value of on-site, in-person training
In-person training fosters engagement and direct interaction, which enhances learning and allows the training provider to better understand the specific challenges faced by your teams. Real-time interaction helps identify concrete needs and suggest tailored solutions.
- Return on Investment
Proper training allows companies to fully benefit from the features offered by new digital solutions. Time savings and error reduction directly boost productivity and sales performance.
2. Consequences of skipping training
Neglecting training can lead to several issues :
- Inefficiency and Errors
Users may not use the tools correctly, leading to frequent mistakes that can harm your business.
- Underuse of Features
Untrained users may ignore or misuse certain features, preventing your company from realizing the full benefits of the solution.
- Rejection of the Digital Tool
Without adequate training, users may feel frustrated or overwhelmed, potentially rejecting the tool entirely. This not only wastes the initial investment but also increases resistance to future digital initiatives.
- Additional Costs
Correcting mistakes and addressing questions from untrained users can generate extra costs and slow down business operations.
3. Effective Training Strategies
To ensure effective training, consider the following strategies :
- Choose a training program that alternates between theoretical and practical components.
When it comes to digital tools, simply presenting a solution and its features is not enough. It’s essential to go further by including hands-on sessions and allowing participants to practice on concrete, real-life scenarios similar to those they encounter in their daily work — such as test order entries, for example.
- Remote or in-person training ?
Don’t rely solely on remote video training for cost reasons. For example, following the rollout of a digital solution for sales representatives who previously worked with paper or Excel, the change is significant. Face-to-face training can be more effective in terms of accessibility to the trainer, especially when there are a large number of participants.
- Ongoing Training
Digital tools evolve over time, with new or advanced features added. Regular training sessions help keep user skills up to date.
- Choose a certified training organization
A Qualiopi-certified training provider ensures high-quality standards in training and learner support
By chosing a Qualiopi-certified training organization, your teams will receive high-quality training tailored to their needs. In addition, this certification may make your training courses eligible for public funding, thereby reducing their cost.
4. Key Success Factors for Training
Several elements are essential for successful training :
- Management support
Leadership must be fully committed to the value of training and actively encourage adoption and engagement.
- Planning and resource allocation
Clear planning and allocation of budget and time are essential to avoid delays and interruptions.
- Feedback and adjustments
Collecting feedback during and after training helps refine both the training program and the digital tool itself:
– Question & Answer sessions during training
– Satisfaction surveys on training quality
– Follow-up evaluations of the digital solution after several weeks of use
Investing in training is crucial for fully leveraging your B2B digital solutions. Proper training ensures effective tool usage, minimizes errors, and maximizes results. Training should be viewed not as a cost, but as a strategic investment in your company’s success.
