As we’ve seen not only in our industry but in general, individuals respond differently to educational styles. Some people love the hands-on, interactive experience that comes with in-person tutorials. Others find self-guided methods allow them to choose a time when there are no distractions. For others, a blend of both can be complementary when it comes to learning and retention.
This week’s State of the Industry report on training—for sales and tech service, both internal or client-focused—taps into our dealer panel’s line of thinking and experiences with which methods proved more fruitful. The more effective the instruction, the less likely the need to circle back and retrain because information comprehension didn’t take hold.
A larger dealer like DEX Imaging—and few companies are as big as the Tampa, Florida-based firm—benefits from scale in the form of training centers located across the country. That paves the way to replicating real-world service conditions and emphasizing corporate processes, notes Chris Kanehl, service training director.
When it comes to the dealer’s accounts, Kanehl prefers the unobtrusive instruction. “Self-paced YouTube videos and handouts work best as they provide convenience and adoption support without disrupting daily operations.”
Virtual Virtruosos
At Rhyme of Portage, Wisconsin, virtual training is an optimal fit for the account team’s selling skills, and it’s also good for small-group breakout sessions. Kendall Steinhoff, director of sales and marketing, notes the company strives for a combination of both methods. When it comes to product knowledge, either for sales or service, in-person, hands-on instruction is the most effective route.
“Our team wants to physically repeat what the training provides to be confident in client-facing environments,” she said. “Some vendors also have strong online training portals for self-paced certifications, such as Sharp and PaperCut.”
Pulse Technology doesn’t adhere to a one-size-fits-all mentality when it comes to educating team members. Vince Miceli, vice president of technology for the Schaumburg, Illinois, dealership, sees the benefits of self-paced instruction.
“Employees can learn and absorb what they need to know at their own speed and on their own timetable,” he said. “Some need more hand-holding where others do not.”
In terms of post-installation learning for IT clients, Pulse Technology’s vCIO arranges third-party providers to show clients all the specifics of how their solutions work.
Fraser Advanced Information Systems employs a mix of training formats on the service side, including live, virtual, self-based and certification-based programs. Blake Bossler, vice president of service, notes in-person sessions are particularly effective valuable for hands-on technical training, while virtual vendor-led courses add convenience and flexibility.
“For customers, we provide live onsite training supported by a post-sales trainer who has also created instructional videos for ongoing reference,” Bossler said. “This combination ensures both employees and clients receive practical, accessible and effective training.”
Michael Macri, vice president of sales for Fraser, believes live training is most impactful for teams, as it allows for instant feedback and skill correction. Its other advantage is convenience and collaboration across multiple locations.
“Non-live virtual formats provide flexibility but are less effective due to delayed feedback,” he said. “By tailoring the format to the need, we ensure training is both practical and impactful.”
Stay Focused
Some dealers, such as Doing Better Business of Altoona, Pennsylvania, feel live instruction is optimal on the sales side. Company President Deb Dellaposta believes virtual sessions can be saddled with too many distractions.
“Having both the sales professional and the subject matter experts present for appointments and training is proving to be invaluable,” she noted. “They are learning from each other. We recently started having ‘success stories’ as part of our bi-monthly trainings.”
Live, interactive training sessions—both virtual and in-person—are most impactful for Prosource of Blue Ash, Ohio. Tom Hemmelgarn, senior vice president of sales, notes that although the dealer uses online, self-paced modules for certain onboarding and ongoing courses, live formats are prioritized to maximize interaction and engagement with associates.
“Our organization has the tools to deliver training in a variety of formats and styles, allowing us to adapt to the needs of the audience, geographical proximity and specific business requirements,” he added. “For over 15 years, we have also maintained our status as a manufacturer-certified onsite trainer for our service technicians, ensuring we are always building and refining our skills.”
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