IMPACT-U Online Sales Training Product Demo
IMPACT-U Online Sales Training Product Demo Webinar
Have you been thinking about online sales training, but haven’t gotten around to researching it yet? If so, you’re in luck!
Access the recording of the live demo presentation of IMPACT-U® — the eLearning program that’s changed the game in online sales training (and that just received a Gold Omni Award in the Educational category!)
This short webinar provides a high-level look at the IMPACT-U platform, and the design features that set it apart from the passive, boring eLearning of yesterday.
What is Covered?
We touch on our process of adapting the top-ranked IMPACT Selling®system to an interactive online platform, and then dive into the program to see the training in action.
Donald Coldwell, Senior Manager, Aftermarket Training, Volvo Trucks North America
Read the Full Transcript of the Webinar Below:
Drea Douglass: Welcome to the IMPACT-U Online Sales Training Product Demo Webinar. We will begin in one minute.
Drea Douglass: Hello and welcome to our IMPACT-U Online Sales Training Product Demonstration. We released this product to the market in 2017 and we’ve gotten a tremendous response so far. But seeing is believing folks, which is why we’re delivering this live demo today. If you have any questions throughout the presentation, be sure to submit them into the chat box on your screen and we’ll be answering them at the end of the demo.
Drea Douglass: Before we get started, let’s cover some quick introductions. I’m Drea Douglass, Director of Talent Management Consulting at the Brooks Group. I’m joined today by Anita Greenland, VP of Client Experience. Anita has over 25 years of customer service, sales, sales management, and sales training experience, as well as a passion for delivering training that gets through to learners. Anita spearheaded our e-learning project and she’s our resident subject matter expert.
Drea Douglass: I’m going to give the reins over to her now.
Anita Greenland: Thanks, Drea. I am so glad to be here today. This e-learning project has been something that we have worked tirelessly on over the past year. As a matter of fact, we just learned that we won gold in the education category for the Omni Media Award, so very, very excited about that. But even though we’ve been working on this, just in the past year, it really started 40 years ago. As many of our attendees may know, the Brooks Group has been in the sales effectiveness industry since 1977. And every training program that we deliver has been built around our flagship sales process, which is IMPACT.
Anita Greenland: Since the e-learning is built around IMPACT, I want to quickly cover what that is and why it’s been so effective for our clients. IMPACT has been taught to over a million sales professionals around the world, in over 22 different languages and 350 different industries. The reason why is it’s because it’s very simple and easy to understand and easy to remember process. IMPACT is an acronym for the six steps in the sales process.
Anita Greenland: You’ve got the I is the investigate step, the M is the meet step, P is the probe step, A for apply, C for convince and T for tie it up. The IMPACT-U or e-learning version of IMPACT is designed for the modern learner. There’s several aspects about the modern learner that we really wanted to keep in mind. First of all, the modern learner has a shorter attention span. I think we can all relate to that. Also, there is the need for instant gratification. Got to have it yesterday and the always on lifestyle.
Anita Greenland: Now, note that the modern learner doesn’t just mean millennials. Because of today’s fast-paced world, and the rise of technology, and social media, and all that comes with it, the entire workforce today really tends to respond best to training that takes these factors into consideration. We’re going to jump in to the demo, so I can demonstrate some of these aspect that I’ve been talking about.
Anita Greenland: We mentioned that the meet step is the second step in the sales process. At this point in the learning, the learner has developed an understanding of the four different buyer styles and the importance of being able to adapt their … First of all, to identify the four buyer styles and then to be able to adapt their communication in order to communicate more effectively. Because they only have 19 to 34 seconds to create a positive first impression, to create a first impression, be it positive or negative. Obviously, the goal is to create a positive first impression.
Anita Greenland: Let’s start. Drea, I’m going to get you to play along here. Let’s go with the second fellow there. If you shake his hand … Notice the clock has started counting down. If you shake his hand, he has a firm handshake. His body language is very strong and obvious. His eye contact is sustained and direct. He’s willing to … If you ask him a personal question, you find out he’s a risk taker. And if you ask him a business question, you learn that he is willing to do whatever it takes. Drea, what behavior style do you think he is?
Drea Douglass: I’m going to guess, dominance, doer.
Anita Greenland: And you are correct. The best way to adapt your communication style is to, do what?
Drea Douglass: I’d say, keep the pace, give him the bottom line, stress fast and efficient.
Anita Greenland: And you are current. You see, you get the green check mark, telling you-
Drea Douglass: I made it just in time, 10 seconds left.
Anita Greenland: That’s right. That’s right.
Drea Douglass: We don’t have long to make a first impression, right?
Anita Greenland: It goes by quickly. All right. Let’s choose one other customer, here. Let’s choose the one that doesn’t have a check mark. The clock is starting and you shake her hand. She has a very tentative handshake. Her body language uses few gestures. Her eye contact is unsustained. She tends to want to buy proven products that is supported with evidence and data. She doesn’t really elaborate when you ask her a personal question. And when you ask her a business question it’s all about results. Her buyer style, I want you to guess this on wrong, actually, Drea, just so the learner-
Drea Douglass: Okay. Let’s say, influence talker.
Anita Greenland: All right. And we get a red color, indicating incorrect.
Drea Douglass: Try again?
Anita Greenland: Yeah, try again. There you go, you got a green color, that means go ahead. The best way to adapt your communication is?
Drea Douglass: I’d say, don’t ask too many personal questions, explain details, and answer questions precisely.
Anita Greenland: That sounds good to me.
Drea Douglass: We ran out of time.
Anita Greenland: So, that’s what happens, but let’s go ahead and submit your guess and see if you, at least, got it correct, and you did. Very good. The learner … This is gameified, because they’ve got to beat the clock. They get confirmation and feedback all along the way. We built in these feedback mechanisms, because a learner learns from what they get correct, but they also learn from what they don’t get correct and getting that feedback. They also will see some directive feedback in another example where a coach pops up and gives a little bit of directive feedback to either tell them why they got something right, or tell them why they got something wrong.
Anita Greenland: Let’s take a look at another step in the process, the interaction, there. This interaction comes from the probe step. The learner will have just learned, at this point, that it’s important to focus on the benefits of a customer. They’ve learned the difference between features and benefits and the importance of really focusing on what is the benefit that the customer’s wanting to achieve. Because sales people tend to focus more on their features, but features tell and benefits sell. We want to get them in the habit of focusing more on benefits. In this activity here, we’re going to go to the next question is, we’re given two statements at the bottom. One is, you’ll save money over the life of the roof. And the other is, our tile roofs have long-term durability.
Anita Greenland: Of these two, Drea, which one do you think is the benefit.
Drea Douglass: Let’s guess, you’ll save money over the life of the roof.
Anita Greenland: Okay. That leaves this one. Let’s see. And very good, you get it correct. And the coach pops up and gives you a question, a possible question, that you could ask to uncover the need for that benefit. Tell me about the durability of your current tile product. Let’s just do one more.
Drea Douglass: All right.
Anita Greenland: Okay. Our machines use smart technology to monitor, control, and manage your equipment. And with our machines you can reduce expenses, and downtime, and plan more effectively throughout the entire lifecycle of your key assets. I want you to, actually, get it wrong. We’re going to put the … All right. Benefit and submit. And we see that we get that red X giving us some feedback, we got it wrong, but the coach still gives us a suggested question to ask to uncover the need for the benefit.
Drea Douglass: Right.
Anita Greenland: Which is what would the impact be to your business, if you could spot problems sooner?
Drea Douglass: Imagine your sales people asking these kinds of questions of your buyers. Also, no worries if you don’t sell machines, or gym equipment, or whatever else type of examples that you would see here necessarily. We can customize these features and benefits to your products and services, as well as your industry and company.
Anita Greenland: Exactly. There are eight modules. We’ve just demonstrated a couple of interactions out of the many, many, many interactions. There’s eight modules throughout the whole program. Each module has many of these types of interactions. As you can see, the learner has to put on their thinking cap. This isn’t just a point and click, watch a video, read some text, answer a few questions. They really have to think about … They’re presented with a challenge, and they have to take some kind of action because of the challenge. Then they get the feedback in the form of the green check marks or the color green, red, Xs, and coach feedback.
Drea Douglass: In fact, going through it myself, that’s what I noticed really separates IMPACT-U from other sales training e-learning programs. Most of the time when you go through those, you click a button, someone talks to you, or there’s some text on the screen, and you click an answer, and you just go through next, next, next. There’s no gamification, so it’s not as engaging or fun. That’s definitely a big part of IMPACT-U is that engagement.
Anita Greenland: Exactly. Also, it’s important that the learner get some reinforcement along the way. There’s several different knowledge checks along the way. Every module has a pop quiz and we’re going to go back and take this pop quiz again. The learner, right before this interaction, will have learned the six steps in the IMPACT sales process. They will also have learned that the first rule, the number one rule, in IMPACT is to not skip a step. Drea, which of the six steps tends to get skipped the most?
Drea Douglass: I think it’s the I, the investigate.
Anita Greenland: Okay, so submit that. And, very good, you get a green color for getting it correct and you see that directive feedback that the coach has provided in telling you why your answer was correct. But another rule of IMPACT is to not leave a step until it is completed. So, which of the six steps, Drea, tends to get skipped through? Doesn’t usually get skipped, but it gets skipped through.
Drea Douglass: Well, the answer is probe. We want to share them what it looks like if you get it wrong?
Anita Greenland: Sure.
Drea Douglass: All right. Let’s choose A, apply.
Anita Greenland: And, so we see, we get the red color on the A, indicating that was incorrect, but the green is on the probe, and the coach gives us some feedback, as to why our answer was correct. Additionally, at the end of each module, the learner is given an assignment to accomplish. They can simply download the assignment, it’s an editable PDF form, so they can complete the assignment on the computer, save it to their computer, and then they can click and email it to their boss or manager. They just put their name in, their email, and they send their manager’s email. They click browse to upload the document and submit. Then their manager will receive that completed assignment. That will give the manager the indication that their sales rep has gone through the training and provide an opportunity in a one-on-one meeting to give some coaching and feedback along the way.
Anita Greenland: That’s another way to get some feedback. We also have an assessment that is done at the end of each module. The learner would click on assessment. I’m not going to go through the whole assessment, but each module has about eight to 12 different questions. The learner has to get 80% correct in order to be able to advance. They are incentivized to pay attention as they go through the learning. I’ll just answer this first question here, personal positioning is about how much you know about your product or service. Well, that is false. And you’ll see, I got that correct. You’ll notice that the counter, at the bottom, increased by one and that process continues, so the learner knows all along the way what they’re getting correct and what they’re not getting correct.
Anita Greenland: Those are just some of the key interactions. A couple of resources that I want to share with you guys that are made available to you is in a study guide that the learner is going to have. The study guide, here, has all of the assignments that are in the study guide, as well as some recommended study plan for the learner for what they can do. When you purchase IMPACT, you have access to it for six months, so it lays out, actually, a six-month study plan. Although, it won’t take six months to go through it, but it outlines the plan. There’s some notes pages. Then all of the assignments are also a hard copy of them.
Anita Greenland: Another really valuable tool is the manager’s guide. The manager’s guide also has the recommended study plan, but it also gives some good guidance to the manager on how to coach. How to coach to the IMPACT process. For each module, they will receive a one-page overview on what are some the effect, the essential activities, that are associated with that step in the module. And how to identify whether the rep is still in the developing phases, if they are effective, or if they’ve mastered that step in the sales process. Then you’ll see, also, different coaching questions that they can ask along the way and some of the key concepts that they, perhaps, want to emphasize in their one-on-one meetings and even in team meetings, for that matter.
Anita Greenland: Those are a couple of tools that come, a couple of resources, that come with the IMPACT-U. But let’s just jump back into the presentation and cover just one more slide, as far as who is the course intended for? There are a variety of different potential audiences for it. New hires that are brought onto a team that has already gone through IMPACT sales training.
Drea Douglass: For example, the whole team had already been through IMPACT. It’s well incorporated into your company and you need to get a new hire up to speed, so they’re singing off the same sheet of music, or playing out of the same playbook as the rest of the team, they understand the language.
Anita Greenland: Exactly. Large, widely dispersed sales teams, we live in a very global economy now. Not only may teams be dispersed throughout a region, or the state, or the country, but even throughout the world, so this is a way that organizations can get up to speed, all at the same time, all talking the same language no matter where they’re in Japan or in California.
Drea Douglass: Right, absolutely.
Anita Greenland: Another key audience, or key learner, would be non-sales employees who would benefit from aligning with the sales team. This could be … Think about your customer service team, your marketing team, maybe your inside sales team. All of these directly related to, and work with, the sales department, so being able to talk that common language is very helpful. A lot of organizations will use this as a way to reinforce the content that they’ve learned in a training event, after the fact. It’s great to come into training, but if you don’t use it and it gets reinforced out in the field, then you lose it. So this is a great way to continue that reinforcement.
Anita Greenland: As well as, many organizations are using it before a live training event, so that the learner learns about the overall process and the key fundamentals. So when they get to live training, they can apply more, and do more activities associated with what they learned. Then many organizations have sales teams that have less than 10 reps. Often times, it’s not as cost efficient for them to bring in a live facilitator to conduct a couple of days of training, so this is a more cost efficient way to get those reps up to speed.
Anita Greenland: We want to leave some time for Q&A. We did have, beforehand, we had some questions that came in. While Drea is pulling up the chat box, I want to pull out one question that came in from Noelle Lindberg, she asks, “What makes IMPACT sales training unique from others?” I’ll start and, Drea, you might have some thoughts about that. IMPACT, as you guys saw, is very simple. It’s easy to remember and it’s very adaptable no matter what industry you sell in. We sell to organizations that sell potato chips to computer chips. It’s all depends, no matter your sales cycle might be seven minutes. Your sales cycle might be seven years. It’s very adaptable in that way. And I also think, what I hear, because I’ve done a lot of the training, is that the emphasis on where we’re not just focusing on closing, closing, closing. Because, really, where sales people are making mistakes is in the front end of the sales process.
Anita Greenland: And that’s holding them back from closing the sales, so instead of emphasizing the backend of the sales process, we emphasize the front end of the sales process. I like to say, slow down in order to speed up. So if you spend more time on the front end of the sales process, you’re going to close business more successfully and more quickly.
Drea Douglass: Absolutely. I’ve also noticed that IMPACT is what you could consider an empathetic sales process. By that, I don’t mean sympathetic. A lot of people confuse those terms, but by that, I mean, it takes the sales person out of themself and, oh, I’m trying to hit quota. I got to sell so many. I’m behind in my goal. That type of thinking. That lizard brain kicks in and they tend to be more knee jerk, as opposed to being thoughtful in their sales approach. It takes them out of themself and puts them in the buyer’s shoes, so they’re constantly seeing the sales process from the buyer’s perspective, which is really difficult for a lot of sales people to do. So getting formal sales training and how to do this in a tactical, practical ways of doing that, it tends to have a huge impact on sales people’s performance, their ability to actually get to the close and close the business, wrap it up.
Anita Greenland: Well, you’re exactly right, because we do train focusing on the customer’s needs and wants versus the sales person’s needs and wants. The reality is, the more effectively they focus on the customer and are empathetic, like you said, to the customer than the more successful they are at getting their own needs and wants met.
Drea Douglass: All right. Well, we have a question here. Can the sales manager see how the sales rep scores on the assessments?
Anita Greenland: And the answer to that is, yes. The sales manager can be given admin access to the learning management system. They can see, not only how they scored on the assessment, but also how long it took their sales rep to go through the module. How much time they spent in the module and how they scored on it.
Drea Douglass: One more question here, so far. Feel free, you guys, to ask questions. Is the program available in different languages?
Anita Greenland: And that is a great question. We are actually working on translating it into Japanese and Chinese, right now. We anticipate, as time goes on, translating it into other languages, but, right now, we are working on Japanese and Chinese, but more to come.
Drea Douglass: So somebody wanted to have a program customized to that extent, is that available?
Anita Greenland: That definitely can be done.
Drea Douglass: So any language anybody wants, it could be built into to IMPACT-U?
Anita Greenland: Yes.
Drea Douglass: Okay, excellent. Well, those are all of our questions today. Thank you guys so much for joining us.
Anita Greenland: If you’re interested in receiving more information about IMPACT-U, then please reach out to us at firstname.lastname@example.org and we would be happy to schedule time with you to do a more in-depth demo, or even give you a small trial of IMPACT-U, so that you can see for yourself how the interactivity and the engagement really pulls in the learner and creates a real positive impactful learning experience. Thank you for joining us. We look forward to talking with you more about IMPACT-U.