More Training Leads to More Sales
The company plans to launch mobile e-learning later this year, first on the iOS platform. “It’s a form of training in 90 seconds or two minutes,” Cowan said. “But it’s formatted so a sales associate can whip out an iPhone and find benefits for stepping up a model, and the penalties for stepping down a model.” It’s not designed to replace a desktop e-course’s 10-to-15-minute modules but to whet sales associates’ appetites to learn more, he added.
More training on new categories is also helping sales associates used to traditional categories become more familiar with complex products. Sonos, for example, has increased online and in-person training at venues like CEDIA Expo. “We’ve always recognized the importance of training, especially because we’re so different from what’s out there; we’ve used technologies that other products didn’t have. Early training resources were limited but we now see a surge of feedback from dealers saying that we’re really picking up,” said Kostas Reissis, director of sales/USA, specialty AV channels.
The company recently hired Mimi Swain as its channel marketing manager, which has helped to reinforce its brand among dealers with assisted sales floors and integrators. “The dealers are the advocates for us,” Swain said, “and it’s important to give them the tools to frame the Sonos experience for their customers.” These include issuing a monthly integrator newsletter with information on software updates and new partnerships, and an extranet site that houses images, branding guidelines and templates that dealers can use in crafting postcards, easels and other collateral materials.