Interactive Dynamic Video-Based Training in Corporate Learning

  • Published on
    24-May-2015

  • View
    1.483

  • Download
    1

Embed Size (px)

DESCRIPTION

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.

Transcript

<ul><li> 1. Video-Based TrainingWelcomeInternational Conference on E-Learning in the WorkplaceColumbia University, New York, NY, USAAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 </li></ul> <p> 2. Video-Based TrainingInteractive Dynamic Video-Based Training in Corporate LearningPatrick Blum Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 3. Video-Based Traininginside Business Group Business Activities Full Service Provider in Corporate LearningConsulting, Conceptual Design,Realization, Integration, Marketing,Controlling Insurance and Finance Industries e-Learning und Blended Learning All from one source! Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 4. Video-Based Traininginside Business Group Companies Software, Technology Content, Pedagogy Training, Coaching Education Marketing Media Production Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 5. Video-Based TrainingMotivation 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 Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 6. Video-Based TrainingConcept 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 Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 7. Video-Based TrainingConcept Videos, Questions and Answers Talk Question AnswerTalk Question AnswerTalk QuestionAnswer Answer 1 Answer 2 Answer n Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 8. Video-Based TrainingConceptAnswer 1 Question Conversation TreeQuestion Answer 11.1.1Answer 21.1 STOP Answer 2 Answer 3 Answer 1 Question1.2.1 Answer 2 Answer 1 Answer 1 QuestionQuestion Answer 2 Answer 21.2.2 Answer 1 1.2 Answer 3 STOPAnswer 3 Question 1 Answer 2Answer 4Answer 1 Answer 3QuestionAnswer 21.2.4 Answer 1Answer 3Question Answer 21.3 Answer 3 STOPAnswer 1 Question1.3.2 Answer 2Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 9. Video-Based TrainingConcept Rating of a Conversation PathFeedbackFeedback FeedbackQ1 A3 Q1.3 A1 Q1.3.1 A3 Answer 1Answer 1Question Answer 2 Answer 1 Answer 2Question 1 1.2.4Question Answer 3 Answer 2 Answer 31.3 Answer 4STOP 27 PtsAnswer 310 8 9Points PointsPoints Rating of the conversation path Overall verbal feedback Review and re-enter functions Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 10. Video-Based TrainingExample 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 LevelAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 11. Video-Based TrainingExample 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 Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 12. Video-Based Training01010 Example 02010 02020 Node 0101003040 03050 04060 04070 04080 04090 04100 Hello Mr. Steinmetz Im with Confida insurance. Thank you for taking your time to talk to me. As we havent 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.SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 13. Video-Based Training01010 Example 02010 02020 Node 0101003040 03050 04060 04070 04080 04090 04100Thank you. Let me give you some informationabout me: I am a certified insurance expert andhave been working in this industry for 9 years.My office is just around the corner, perhaps youhave been walking by some day (hands outbusiness card). On this card you find everythingthat you need to know when you would like toreach me. Have you already settled? Thank you. Let us get right to the point. As acertified insurance expert I am quite an oldstager. My office is just around the corner. Thusif you want to contact me on short notice, donot hesitate and come around.Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 14. Video-Based Training01010 Example 02010 02020 Node 0202003040 03050 04060 04070 04080 04090 04100Score: 6 PointsThank you. Let me give you some information about me: I am a certified insurance expert andFeedback:have been working in this industry for 9 years. My office is just around the corner, perhaps youBrief information about yourself have been walking by some day. On this cardand directly an open question. 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 ? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 15. Video-Based Training01010 Example 02010 02020 Node 0202003040 03050 04060 04070 04080 04090 04100Dont worry (looks over his shoulder), my housedoes not look any better. I always say: Hastemakes waste. Yes, Mr. Steinmetz, what can I do for you? Howdo you imagine a future cooperation with me? Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 16. Video-Based Training 01010 Example02010 02020 Node 03040 03040 0305004060 04070 04080 04090 04100Score: 6 PointsYes, Mr. Steinmetz, what can I do for you? How do you imagine a future cooperation with me?Feedback: Up to know my experiences with insuranceBeing open to the clients needs is an idealcompanies have not been good. I would likestart for a good business connection.that to change. I imagine hearing from you regularly and that I m always up to date. ? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 17. Video-Based Training 01010 Example02010 02020 Node 03040 03040 0305004060 04070 04080 04090 04100Regularly, does that mean once or twice a year?To my eyes this is a good approach. Long-termengagements and insurances belong together. Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 18. Video-Based Training 01010 Example02010 02020 Node 03050 03040 0305004060 04070 04080 04090 04100Score: 3 PointsDont worry (looks over his shoulder), my house does not look any better. I always say:Feedback:Haste makes waste.Who cares how it looks like in the agents Well, for myself I demand a little more. Buthouse? The customers needs come first.lets talk business. ? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 19. Video-Based Training01010 Example 02010 02020 Node 0305003040 03050 04060 04070 04080 04090 04100Dont you think we should first get to know eachother better? Is there a special topic we should talk abouttoday? Of course, you are right. What can I do for you? Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 20. Video-Based Training01010 Example 02010 02020 Node 0406003040 03050 04060 04070 04080 04090 04100Score: 3 PointsTo my eyes this is a good approach. Long-term engagements and insurances belong together.Feedback: As long as this does not mean financialThis is a very global statement. This is not disadvantages.an offer. ? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 21. Video-Based Training01010 Example 02010 02020 Node 0407003040 03050 04060 04070 04080 04090 04100Score: 6 PointsRegularly, does that mean once or twice a year? Feedback:Yes, something in this dimension would be fine.Clarification removes vagueness andprevent s later misunderstandings. ? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 22. Video-Based Training 01010 Example02010 02020 Node 04080 03040 0305004060 04070 04080 04090 04100Score: 5 PointsOf course, you are right. What can I do for you? Feedback:Well, I thought you would tell me. After allAfter a positive feedback an openyou are the expert.questions allows a positive continuationof the conversation.? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 23. Video-Based Training 01010 Example02010 02020 Node 04090 03040 0305004060 04070 04080 04090 04100Score: 3 PointsDont you think we should first get to know each other better?Feedback: I dont think so our tastes seem to be tooThis is leading to a conflict. First talking different.rubbish and then a halfhearted try tomake peace something sustainable willsurely not develop here. STOPTotal Score: 9 ? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 24. Video-Based Training01010 Example 02010 02020 Node 0410003040 03050 04060 04070 04080 04090 04100Score: 3 PointsIs there a special topic we should talk about today?Feedback:No, nothing tangible. But as I told you you wereHopefully the client has a precise idea of recommended to me and I thought it might behis needs. Otherwise the conversation will reasonable to talk about my insurances.be tough. ? SalesmanCustomerAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 25. Video-Based TrainingConclusion Conclusions VBTs can be used to simulate complex conversations VBTs provide sufficient feedback for behavior modification VBTs are a reliable and objective training method 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 are an efficient addition to conventionalsales conversation trainings VBTs can be easily integrated in E-Learning and Blended Learning scenarios. Author: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 26. Video-Based Training Thank youPatrick Blumblum.patrick@inside-online.deAuthor: Dr. Patrick Blum, Harald Steinkamp inside Business Group 2009 </p>