| The new Evinrude E-TEC outboard engines were a leap forward in engine technology - lower maintenance, less pollution - overall a major shift in the market. The sales force needed to be trained to understand and sell the special features and benefits of this bold new design and to be able to properly educate their customers. In addition, management also wanted to be sure that the sales force had the same level of information and confidence when it came to the other outboards in their product line. |
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David Creative, working with our partners at Executive Visions, helped to produce a workbook and video-based training program to bring the sales force up to speed. The training program covered the features and benefits of each of the brands, taught a multi-point walk-around demonstration technique, suggested ways to resolve customer objections, and also included information regarding common misconceptions consumers have about the different types of outboard motors. The video was produced in two formats: one for sales training and one for use when demonstrating the products to customers, and the entire program was delivered in English and French language versions. |
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