e-Learning as a sales tool

In 2022, the average turnover rate is 25% for sales teams.

The retail sector is particularly affected by the current economic climate, in addition to the post-covid-19 impact. Companies are more sensitive and want to invest in retail training to address their issues and contribute to sales performance, such as :

• Harmonize the sales forces that represent the brand's ambassadors in a vast network
• Adapting to changes in the retail sector, which is now moving towards a “phygital” offering
• Enable learners to train at any time to be productive and efficient
• Adopt a cross-functional approach to take better account of feedback from the field. Companies are advised to provide training in retail sales techniques to ensure good sales performance in order to achieve their strategic objectives, remain competitive and secure their employer brand.

e-Learning isn't just for in-house training, or for company employees. Properly exploited, the advantages of Digital Learning make it an ideal tool for boosting the marketing of products or services. For sales reps, salespeople and distributors, even in-store. Here's how it works. E-Learning can be defined as a sales support tool.

Among the many applications of Digital Learning, training in products, services and sales techniques is one of the most promising for business. There are two main reasons for this :

-The variety of profiles that can be involved, from sales teams to distributors, in-store salespeople and even customers. -The operational spin-offs are very concrete for the company, with the results having a direct impact on sales.

Digital Learning's advantages in sales training

The natural advantages of e-Learning lend themselves particularly well to sales training :

• Less travel for the sales reps who trained the sales clerks.
• Flexibility for learners, who no longer have to block an imposed training slot.
• The richness of Digital Learning formats, which enable a variety of sales pitches, product descriptions in video, and customer-facing Serious Games.
• Sales training can be tailored to the product range actually distributed in each store.
• Rapid updates, for example, in the event of range enhancements or product evolutions.

Danone, uses e-Learning to train on its products

All these advantages convinced Danone, and its Swiss subsidiary Milupa in particular. Specializing in infant nutrition, Milupa has switched to Digital Learning for its sales training. For some years now, Milupa has been using e-Learning modules to provide product information and sales advice to pharmacists and pharmacy assistants. We see e-Learning as a sales support tool.

“We market our products in 2,500 pharmacies. E-Learning is a valuable tool for training pharmacists and pharmacy assistants in our products,” explains Guillaume Hopmann, Trade Marketing Manager at Milupa. “Digital technology enables us to provide them with a free training module, accessible anywhere and at any time. It's a format that offers a great deal of flexibility and ease of use.”

From training to prescription: a BtoBtoC strategy

“Our aim was twofold. To provide precise information on our products, which are highly technical. And to offer sales techniques and advice, to help pharmacists develop their skills”, continues Guillaume Hopmann. “The challenge was to combine the provision of knowledge with a playful aspect to get people involved. From the history of our company, to the presentation of our range, to role-playing based on recurring questions from parents, we developed a short program, in 6 chapters, lasting a total of 30 minutes.”

A Micro-Learning approach, based on very short, easy-to-follow programs with few constraints for learners. And a win-win strategy. The “pharmacist-salesmen” have a better command of the products, and gain in confidence and expertise with their customers. The latter, in turn, benefit from more informed advice. In this way, sales training goes beyond the internal framework of the company and its employees, as part of a “BtoBtoC” approach.

Sales techniques and tips even for non-salespeople

In a case like Milupa's, the educational power of Digital Learning proves particularly valuable when the user is not a salesperson by trade. “Pharmacists and pharmacist assistants may have gaps in the sales process and interaction with parents,” explains Guillaume Hopmann. “By simulating real-life cases, we can give them the keys to establishing a relationship of trust, feeling more at ease when dealing with customers, and building customer loyalty.”

Today, the company is convinced of the effectiveness of its sales training program via Digital Learning: “We measure the results thanks to the quiz at the end of the course. The course is 'validated' when 67% of the answers are correct. And the figures are good!” says Guillaume Hopmann, who attributes this success to the key advantages of e-Learning. “Speed is a real added value, so as not to impact on learners' working time. The highly entertaining formats, ease of learning and user-friendliness are also key. In fact, this e-Learning program, at the heart of our deployment in Switzerland, could be duplicated in other countries. An updated version with our latest features is about to be launched.