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For every salesman the skill to communicate properly in a sales process is very important. Usually conventional training is used to build and strengthen this skill. In this paper an alternative method – interactive dynamic video-based training – is presented. The concept is introduced and its advantages are described as well as its potential for the reduction of training costs. Using a best practice example of the insurance industries the qualification for corporate learning is demonstrated.
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© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Welcome
International Conference on E-Learning in the Workplace
Columbia University, New York, NY, USA
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Interactive Dynamic Video-Based
Training in Corporate LearningPatrick Blum
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
inside Business Group
• Full Service Provider in
Corporate Learning
• Insurance and Finance Industries
• e-Learning und Blended Learning
Consulting, Conceptual Design,
Realization, Integration, Marketing,
Controlling
Business Activities
All from one source!
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Companies
Software, Technology
Content, Pedagogy
Media Production
Training, Coaching
Education Marketing
inside Business Group
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Motivation
Corporate Education in the Insurance Industry in Germany
• The education of the sales
personnel is strictly regulated by law
(European Insurance Contract Act)
• Guarantee a customer oriented sales process
• Focus on the needs of the client
• 2.500 p.a. new salesmen have to be trained
Certified Insurance Expert
- Written Examination
- Oral Examination
Chamber of Commerce
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Concept
Basic Idea
• The official oral examination simulates a sales conversation
Salesmen have to …
… manage the conversation phases
… follow basic conversation rules
… handle objections
… finalize a deal
… regard the law
• The preparation of the learners is a mass-education scenario
• Conventional training methods are time and cost intensive
Interactive dynamic video-based simulation of a sales conversation
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Concept
Videos, Questions and Answers
Answer 1
Answer 2
Answer n
AnswerQuestionTalk AnswerQuestionTalk AnswerQuestionTalk
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Concept
Conversation Tree
Question 1
Answer 1
Answer 2
Answer 3
Question
1.1
Answer 1
Answer 2
Question
1.2
Answer 1
Answer 2
Answer 3
Answer 4
Question
1.3
Answer 1
Answer 2
Answer 3
STOP
STOP
STOP
Question
1.1.1
Answer 1
Answer 2
Answer 3
Question
1.2.1
Answer 1
Answer 2
Question
1.2.2
Answer 1
Answer 2
Answer 3
Question
1.2.4
Answer 1
Answer 2
Answer 3
Question
1.3.2
Answer 1
Answer 2
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Concept
Rating of a Conversation Path
Question 1
Answer 1
Answer 2
Answer 3
Answer 4
Question
1.3
Answer 1
Answer 2
Answer 3 STOP
Question
1.2.4
Answer 1
Answer 2
Answer 3
Feedback
Q1 A3
Feedback
Q1.3 A1
Feedback
Q1.3.1 A3
10
Points
8
Points
9
Points
27 Pts
• Rating of the conversation path
• Overall verbal feedback
• Review and re-enter functions
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Certified Insurance Expert
• Oral Examination
• Simulation of a sales conversation
• 8 Phases:
- Opening
- Personal Introduction
- Status
- Determination of Demand
- Offering/Proposal
- Application for Insurance
- Closing
• 20 Level
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Certified Insurance Expert
• XML-based Application Framework
for generic Video Based Trainings
• Property Insurance
- 333 Videos
• Life Insurance
- 332 Videos
• 160 Min. total
• 1.000 Paths
• only 2.5 days for video recording
• 24 days for text and script production
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Node 01010
Hello Mr. Steinmetz I’m with Confida insurance.
Thank you for taking your time to talk to me. As
we haven’t met before, I would like to introduce
myself. May I?
Yes, of course … up to now I only know what
my friends told me, they advised me to talk to
you. Please come in.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Example
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Thank you. Let me give you some information
about me: I am a certified insurance expert and
have been working in this industry for 9 years.
My office is just around the corner, perhaps you
have been walking by some day (hands out
business card). On this card you find everything
that you need to know when you would like to
reach me. Have you already settled?
Thank you. Let us get right to the point. As a
certified insurance expert I am quite an old
stager. My office is just around the corner. Thus
if you want to contact me on short notice, do
not hesitate and come around.
Node 01010
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Example
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 02020
Thank you. Let me give you some information
about me: I am a certified insurance expert and
have been working in this industry for 9 years.
My office is just around the corner, perhaps you
have been walking by some day. On this card
you find everything that you need to know when
you would like to reach me. Have you already
settled?
Quite well, of course we are not done with
furnishing yet. But friendly neighbors …
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 6 Points
Feedback:
Brief information about yourself
and directly an open question.
?
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Don’t worry (looks over his shoulder), my house
does not look any better. I always say: Haste
makes waste.
Yes, Mr. Steinmetz, what can I do for you? How
do you imagine a future cooperation with me?
Example
Node 02020
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 03040
Yes, Mr. Steinmetz, what can I do for you? How
do you imagine a future cooperation with me?
Up to know my experiences with insurance
companies have not been good. I would like
that to change. I imagine hearing from you
regularly and that I ‘m always up to date.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 6 Points
Feedback:
Being open to the clients needs is an ideal
start for a good business connection.
?
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Regularly, does that mean once or twice a year?
To my eyes this is a good approach. Long-term
engagements and insurances belong together.
Example
Node 03040
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 03050
Don’t worry (looks over his shoulder), my
house does not look any better. I always say:
Haste makes waste.
Well, for myself I demand a little more. But
let’s talk business.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 3 Points
Feedback:
Who cares how it looks like in the agent’s
house? The customer’s needs come first.
?
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Don’t you think we should first get to know each
other better?
Is there a special topic we should talk about
today?
Example
Node 03050
Of course, you are right. What can I do for you?
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 04060
To my eyes this is a good approach. Long-term
engagements and insurances belong together.
As long as this does not mean financial
disadvantages.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 3 Points
Feedback:
This is a very global statement. This is not
an offer.
?
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 04070
Regularly, does that mean once or twice a year?
Yes, something in this dimension would be fine.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 6 Points
Feedback:
Clarification removes vagueness and
prevent s later misunderstandings.
?
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 04080
Of course, you are right. What can I do for you?
Well, I thought you would tell me. After all
you are the expert.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 5 Points
Feedback:
After a positive feedback an open
questions allows a positive continuation
of the conversation.
?
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 04090
Don’t you think we should first get to know
each other better?
I don’t think so – our tastes seem to be too
different.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 3 Points
Feedback:
This is leading to a conflict. First talking
rubbish and then a halfhearted try to
make peace – something sustainable will
surely not develop here.
Total Score: 9
?
STOP
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Example
Node 04100
Is there a special topic we should talk about
today?
No, nothing tangible. But as I told you you were
recommended to me and I thought it might be
reasonable to talk about my insurances.
Salesman Customer
01010
02010 02020
03040 03050
04060 04070 04080 04090 04100
Score: 3 Points
Feedback:
Hopefully the client has a precise idea of
his needs. Otherwise the conversation will
be tough.
?
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Conclusion
Conclusions
• VBTs are a reliable and objective training method
VBTs are an efficient addition to conventional
sales conversation trainings
• VBTs are time and place independent and can be used at any pace
• Initial costs are higher in comparison to the costs for conventional training
• In the mid-term or in mass-education scenarios the costs per learner are low
VBTs can be easily integrated in E-Learning
and Blended Learning scenarios.
• VBTs can be used to simulate complex conversations
• VBTs provide sufficient feedback for behavior modification
© inside Business Group 2009Author: Dr. Patrick Blum, Harald Steinkamp
Video-Based Training
Thank you
Patrick Blum
blum.patrick@inside-online.de
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