Download pdf - Interactive Dynamic Video-Based Training in Corporate Learning

© 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



Interactive Dynamic Video-Based

Training in Corporate LearningPatrick Blum



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!



Companies

Software, Technology

Content, Pedagogy

Media Production

Training, Coaching

Education Marketing

inside Business Group



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



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



Concept

Videos, Questions and Answers

Answer 1

Answer 2

Answer n

AnswerQuestionTalk AnswerQuestionTalk AnswerQuestionTalk



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



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



Example


• Oral Examination

• Simulation of a sales conversation

• 8 Phases:

- Opening

- Personal Introduction

- Status

- Determination of Demand

- Offering/Proposal

- Application for Insurance

- Closing

• 20 Level



Example


• 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



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



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



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.

?



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



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.

?



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



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.

?



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



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.

?



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.

?



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.

?



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



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.

?



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



Thank you

Patrick Blum

[email protected]