Background
Interview with Henrik Tønnesen, Marketing Director at Hamelin A/S.
Hamelin is a major French-owned family business and Corporation, which in Denmark is represented by a subsidiary, responsible for seven Nordic countries. It is a market leader in the field of production and distribution of school and office products, including office supplies, lamps, bags, etc. The company’s product lines provide support for millions of school children, students, and professionals globally in their learning, studies, projects, and daily lives.
To get more resellers’ sales reps trained in the value proposition of specialized office products, Hamelin A/S – with high growth and profit success – made product training videos, on the uQualio video4learning platform.
uQualio for Sales Rep Product Training
Hamelin A/S conducted online training with competitions via the uQualio video training platform at two major resellers with each having nearly 200 sales reps at around 30 locations. The first country to participate was Denmark, followed by Sweden, and finally Norway. The company has plans to conduct similar training at other resellers.
Hamelin has a larger portfolio of products but decided to do video product training for two of its products on the uQualio video eLearning platform.
- One was an expensive and complex product, with a high contribution margin.
- The other was much cheaper and less complex, partially competing with the expensive one.
The resellers’ sales staff did not know much about the more expensive product.
Why Did Hamelin Choose uQualio for Video Product Training?
Hamelin was not allowed to conduct traditional on-site training at the selected resellers. It was only approved by the resellers because of the possibility to conduct it online.
Had the on-site training been approved, it would have resulted in more time and money spent on training for Hamelin and the resellers. Moreover, because of having to move from one shop to the next, the duration of the traditional training would have extended over a long period and the effect would have been delimited to a brief period.
The anticipated effect of the campaigns was that the selected products had to be “top of mind” with the sales reps that would create insight and focus on the product, making it possible to sell much more of it.
The Outcome of Video Product Training With uQualio
The other products followed their normal turnover course, whereas the selected product for which the sales reps received online training with uQualio video4learning experienced a higher growth trend with higher profit margins.
Hamelin estimates that the training would have a long-term marketing effect on the company and its products.
