Transforming Product Training

Background

When I first took over product training sessions, the challenges were immediately apparent. Attendance was limited, engagement was minimal, and virtual meetings often descended into awkward silences. Product managers would work tirelessly on their materials, present their solutions, pause for questions, and be met with radio silence. Observing these sessions for a while, I knew there had to be a better way to foster interaction and deliver more effective training.

The Initial Challenge

The primary issue was a lack of engagement. The sessions were one-dimensional, with product managers presenting their decks without involving the sales teams who would ultimately be selling these solutions. The result was an overly complex explanation of the product that didn't highlight the features and benefits for the buyer. In addition, the format needed a transformation that would make the training more interactive and relevant for all participants.

Strategy for Change

1. Inclusive Approach: I decided to overhaul the training structure by involving more stakeholders:

• Product Managers:  Continued to work on their presentations but with enhanced guidance.
• Sales Teams: Included them in the sessions to share their experiences from the field.
• Sales Engineers and Development Reps: Provided different perspectives on client feedback and served as a great liaison between the product and sales teams

The idea was to leverage the diverse insights and experiences of each group to create a more comprehensive and compelling training narrative.

2. Active Questioning: To tackle the silence during Q&A sessions, I took on the role of asking questions myself. This approach served two purposes:

• It encouraged others to ask questions without fear of judgment.
• It ensured that the sessions were dynamic, interactive and didn't leave a Product Manager feeling as though they were not being heard

Implementation

The revamped training sessions incorporated stories and insights from sales teams, aligning closely with real-world scenarios. Sales engineers shared technical details, while development reps discussed client feedback, providing a multi-faceted view of the product. I also encouraged participants to submit their questions via chat, significantly increasing engagement.

Results and Impact

The impact was immediate and profound:

• Increased Engagement: 100% increase in audience participation, to the point where we had to compile post-training fact sheets to address all inquiries. In addition, attendance for the live sessions increased on average, by 40%

 
• Enhanced Content: By having Sales Enablement work with the presenter team and product manager, we were able to synthesize the content on the presentation to make the slides look attractive and better support the dialog of the presentation. We were also able to leverage the content for self-serve, on-demand delivery and built several self-guided learning courses incorporating the material.
• Collaborative Learning: The training evolved into a collaborative effort, with diverse perspectives from the presenter panel and every participant contributing to the narrative.

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The success of this approach was not just in the numbers but in the qualitative improvement of the sessions. Participants felt more involved and better prepared to sell the product, leading to a more knowledgeable and confident sales team.

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Lessons Learned and Future Directions

The key takeaway from this experience was the power of inclusive and interactive training. By bringing together different voices and encouraging open dialogue, we were able to create a richer, more engaging training environment.

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As we move towards more complex products like AI, this approach becomes even more critical. AI is a complex and often misunderstood field. By continuing to ask questions and involving experts from various domains, we can demystify AI and relate it to everyday problems, making it more accessible and understandable for everyone.

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Transforming product training from a one-way presentation to an interactive, multi-stakeholder discussion has proven to be highly effective. It not only increases engagement but also enhances the overall learning experience, leading to better-prepared sales teams and, ultimately, better sales outcomes.

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