Unleashing the Power of Self-Paced Video Enhanced Training (VET): Lessons from Motorola’s Research

The use of technology to train the sales staff has increased remarkably over the last couple of years, particularly in the areas of video adoption and usage. Data suggests a significant increase in the number of companies incorporating videos in their corporate training programs after the pandemic. There are several reasons behind the increased adoption of video enhanced training (VET) through video eLearning platforms, such as the rising cost of instructor-led training, the need for remote training, learning flexibility, etc.

Advantages of Video Training

Research have shown that there are at least nine clear advantages of using videos in training: 

• Provides an effective way to communicate new ideas or model positive behaviors 
• Communicates consistent messages to decentralized organizations  
• Relieves the trainer of repetitive tasks 
• Reinforces the quality of training programs 
• Saves time  
• Brings experts into the training program 
• Offers an alternative approach to learning 
• Exposes participants to locations/situations not possible in centralized programs 
• Offers realism in a safe environment

Benefits of Video Enhanced Training

The major benefit of using video technology in training programs is improved time efficiency and reduced costs.  

According to a Wharton School of Business study, the use of videos in training programs enhances comprehension and retention of the topic or subject by nearly 50% vs. printed material alone. Another study suggested that high-tech training approaches, such as VET, can be accomplished for one-tenth of the cost of conventional training programs. 

• Video enhanced training allows businesses to conduct training for individuals who do not have the same background or the ability to learn at the same pace.  
• High-tech training programs including VET also provide learners with the flexibility of focusing on specific areas while disregarding others. 
• It provides the learner with the flexibility to complete microlearning modules at their own pace.  
• Video-enhanced training modules can also be delivered to individuals before a formal session, so learners can assemble with similar backgrounds and begin at a common starting point – which is usually not possible with traditional, in-class training sessions.

Beyond Product Knowledge: Video Enhanced Training’s Secret Weapon for Salespeople

The major focus of sales training must be product knowledge and selling skills. In particular, the sales staff is required to understand how existing as well as new products meet customer needs and solve customer problems.  

VET visually presents the application of products in varied customer situations. With companies refining the segmentation of their markets, sales training is also required to be differentiated. For instance, the training of sales representatives of an electronic manufacturer on varied benefits and applications of the company’s products must be different from the training of salespeople of a steel manufacturer.  

Incidentally, in both situations, video enhanced training appeared to provide a lower-cost alternative than traditional training programs.

The Motorola Study

A master training plan was developed for Motorola’s sales force, which was the basis for determining the VET modules to be produced. The goal of the plan was to develop a sales training program driven by business objectives. 

Video enhanced training (VET) modules were developed using a “criteria referenced instruction” methodology. The videos were produced in Chicago by professional film studios. Generally, videos were individually contracted to ensure that the company received maximum value for each module.  

Once the videos were completed, they were mailed to as many as 1,000 participants. The sales representative then conducted self-study of the video and text. Once the participants felt they had mastered the information in the module, they were required to take a test included at the end of the study. After the open book exam was over, the multiple-choice test answers were sent to Motorola.

The Training Outcome

Motorola concluded that VET had two advantages over conventional centralized sales training programs. First was the cost savings. While the costs of needs assessment and program development were the same for video-based self-study, the overall cost of the program was found to be much lower. The main savings came in the program delivery stage of the training. Particularly, Motorola realized savings on instructor fees, participants’ travel and lodging, and lost productivity.  

Additionally, VET minimized the lost productivity associated with traditional training programs. For instance, bringing a sales representative to a centralized training location and putting him/her through a one-day program would have resulted in two days of lost productivity.  

Because video enhanced training (VET) was conducted in the salesperson’s home, training activities did not compete with daily sales activities. When the cost of lost sales from the workdays missed was added to program costs, the total savings due to VET were significantly huge.

The Training Effectiveness

According to Motorola, the video-based self-study method of training was more efficient than traditional training approaches. Specifically, videos allowed the same training content to be shared in two to three hours that would otherwise have required eight hours of formal classroom time.  

Videos were also found to reduce distractions due to irrelevant questions and conversations, or extraneous or unnecessary content. Similarly, VET also helped overcome problems related to inconsistent instruction and poorly organized content.  

Another measure of VET effectiveness was related to speed and penetration of program implementation. Using the video-based self-study approach, Motorola was able to achieve a 75% successful completion rate within three months of implementation. With more conventional methods of training, Motorola wouldn’t have achieved even a 50% completion rate.

Is Your Sales Training Stuck in the Stone Age? Here’s How to Get Ahead (and Leave Your Competitors in the Dust)

With advancements in learning technology and owing to the growing popularity of video-enhanced training, more and more organizations, regardless of size and type, are embracing video learning platforms for employee and partner training in sales.  

Here are some case examples where companies have successfully utilized uQualio video learning platform to train their sales force:  

• FUJIFILM: FUJIFILM Healthcare Middle East & Africa, a leader in medical imaging solutions, uses uQualio to privately train its sales partners and agents globally in confidential material. Learn more.  

• Fremco: Fremco, a Denmark-based fiber blowing machine manufacturer, uses uQualio for the training of their sales partners and for the technical training of end-users. Learn more. 

• Hamelin: A French corporation engaged in the manufacturing of school and office products, uses uQualio sales reps trained in the value proposition of specialized office products. Learn more.

Elevate Your Sales Training Game with Videos

Looking to incorporate videos into your sales training strategy?  

uQualio can be a great starting point! 

It’s ad-free, ISO/GDPR-compliant, and self-service. 

With the uQualio white-label video eLearning platform, not only can you create highly engaging sales training, but you can also make it better in terms of quality, accessibility, flexibility, customization, and learning outcomes with features like microlearning, gamification, QR codes, 3^rd-party AI integration, and Rest API to name a few. 

And what’s more, you can stay on top of everything with comprehensive reports and analytics, recognize the learner’s achievement with micro-credentials, and scale as you grow with its flexible pricing!