Product Training Done Right: The “Floor Backward” Approach

In the highly competitive consumer electronics (CE) industry and custom integration (CI) industry, product training is an essential element for equipping salespeople with the knowledge necessary to effectively communicate the value of a product to potential customers. Traditionally, training provided by manufacturers is saturated with a myriad of features and technical specifications, exuding pride in the engineering and research and development that brought the product to life. This approach, which I refer to as the “Engineering Forward” method, is based on the notion that understanding every detail of the advanced technology the manufacturer packed into the product should be shared with the salespeople, and consequently will empower them to present the product most effectively.

However, this method often results in the opposite of the desired outcome. The training sessions are overloaded with technical jargon, overwhelming sales personnel who are then tasked with distilling mountains of information into a succinct and persuasive sales pitch. Now multiply this by the number of products these salespeople are expected to both learn and remember, and the result is a futile attempt at fitting 500 lbs. of information into a 10lb. bag.

Consequently, this leads to inconsistent product presentations across different salespeople, and often the most unique and noteworthy benefits of the product may not be presented by all salespeople, ultimately hurting the products’ sales potential.

The Traditional Product Training Model: A Flawed Approach

Let’s break down the common product training process used by many CE and CI manufacturers:

• Company History Overload: Many training sessions start with a deep dive into the company’s history—milestones, achievements, and origins. While this can be interesting, it’s not directly relevant to what salespeople need to sell products effectively.
• Exhaustive Product Line Introductions: The next step is usually a detailed overview of the entire product line. This often includes intricate technical specifications, which can overwhelm rather than inform.
• Feature Lists and Technical Specifications: The bulk of the training typically revolves around features and technical specs—important information, but often presented without clear guidance on how to use it in a sales context, or how to explain it in simple terms to customers, most of whom have little or no technical understanding.

Why Manufacturers Overload Product Training

Understanding why manufacturers structure training this way is key to understanding the solution. Most are proud of their company’s history, the engineering behind their products, and the thought process that went into every feature. They believe these details are essential and must be shared with their sales channel partners.

However, while this information might be interesting from a corporate pride perspective, it’s not what will close the sale on the showroom floor. Instead, this “nice to know” information not only adds to the pile of facts heaped on the salespeople, but often is roughly the same story they’ve heard from other manufacturers, many of whom were started in a garage (or other modest surroundings) decades ago by the founder “who loved great sound and wanted to do it better.”

The Floor Backward Approach: Rethinking Product Training

Enter the Floor Backward approach—a revolutionary method that flips traditional training on its head. Instead of starting with company history or product specs, this approach begins with the end goal in mind: the interaction between the salesperson and the customer on the sales floor.

Here’s how the Floor Backward approach works:

1. Focus on the Sales Pitch: A salesperson typically has only 60 seconds to make a compelling pitch to a customer. Your product training should be laser-focused on appreciating this time frame. Instead of flooding salespeople with excessive information, focus on the top 2-3 features that will resonate most with consumers. These features should be the ones that truly set your product apart in the market.
2. Emphasize Benefits Over Features: While features are important, benefits are what sell. Your training should help salespeople understand how to translate features into tangible benefits for the customer. For example, instead of mentioning the potency of the built-in processor, emphasize how it will enhance the viewer’s experience, providing a more detailed, lifelike picture, or more crystalline, accurate audio reproduction.
3. Use Simple, Conversational Language: Avoid jargon and overly technical terms that might confuse both salespeople and customers. Instead, use simple, clear language that a non-expert can easily understand. In short, explain it to the salespeople the same way they can explain it to their customers. Don’t force them to distill it to something understandable for the average consumer. Your training should equip salespeople to explain products in a way that’s accessible to all customers, regardless of their technical knowledge.
4. Design Training Backward from the Sales Interaction: The cornerstone of the Floor Backward approach is designing your training sessions starting from the final sales interaction. Identify the key points that a salesperson needs to communicate in those 60 seconds and build your training around those points.

 Why the Floor Backward Approach Works

The Floor Backward approach is effective because it aligns the training process with the real-world needs of salespeople. Instead of being overwhelmed by unnecessary details, salespeople receive targeted, relevant information that’s directly applicable to their sales pitch. This not only boosts their confidence but also makes their job easier, leading to more effective sales interactions and better customer experiences.

Here are the key benefits of the Floor Backward approach:

• Increased Retention: By focusing on the most relevant information, the Floor Backward approach ensures that salespeople retain the key points they need to succeed.
• Improved Sales Performance: Salespeople who are equipped with the right information in a digestible format are more likely to close sales, leading to higher conversion rates.
• Enhanced Customer Experience: When salespeople can clearly and confidently explain the benefits of a product, customers are more likely to feel informed and satisfied with their purchase.

Implementing the Floor Backward Approach: Steps for Success

Transitioning to the Floor Backward approach might require a shift in mindset, but the benefits far outweigh the challenges. Here’s how to start implementing this strategy in your product training sessions:

1. Collaborate with Sales Teams: Work closely with your sales teams to identify the key features and benefits that resonate most with customers. Use this feedback to shape your training content.
2. Prioritize the Essentials: Strip away unnecessary details and focus on the key points that will help salespeople make the sale. Remember, less is more when it comes to effective training. Focus on the “need to know” not the “nice to know.”
3. Incorporate Real-World Scenarios: Use real-world sales scenarios in your training to make it more relevant and practical. This helps salespeople see how they can apply what they’ve learned directly on the sales floor.
4. Simplify and Streamline Content: Ensure that your training materials are easy to understand and free of jargon. Use visuals, infographics, and video clips to enhance engagement and reinforce key points.

 Conclusion: Elevating Product Training with the Floor Backward Approach

The Floor Backward approach is more than just a new way to train sales teams—it’s a paradigm shift in how we think about product training in the consumer electronics and custom integration industries. By starting with the end goal in mind and designing training sessions that align with real-world sales interactions, manufacturers can empower their sales teams to deliver more effective pitches, drive higher sales, and enhance the overall customer experience.

It’s time to rethink the way we do product training. The Floor Backward approach offers a clear path forward, ensuring that your sales teams are equipped with the right information, presented in the right way, to succeed in today’s competitive market.