13 Jun The benefits of microlearning for your sales
Finding formats that capture the attention of our professionals, whilst also meeting our training objectives, should be our top priority. Modern technology allows us to discover new learning techniques that allow us to transform that learning into extra motivation for the improvement of our professionals’ digital skills.
Recent studies show that we’re moving towards a world that’s ever-more digital and unipersonal, with 6.9 thousand million users of mobile devices actively consuming content. This data implies that new platforms of knowledge are being generated, and that the trend towards short videos and the creation of ‘stories’ on social media like Snapchat, Instagram and Facebook is growing. This clear trend has meant that microlearning videos have appeared, drip-feeding easily accessible knowledge to the consumer.
What advantages do these videos have for our product development strategy?
Microlearning videos tend to be divided into capsules of information that are largely based on the visual aspect of learning and knowledge retention, aiding conceptual learning by capturing the attention of the viewer. The whole concept of microlearning is focused on digital consumption trends, and on the opportunity that users have to consume at anytime, anywhere.
It’s specifically designed for short-term strategies that require the understanding of certain concepts based on skills, with the added value of offering the flexibility of catching up easily when there are content changes.
Microlearning videos often form the base of more complex, extensive B2B learning, which allows for the test of knowledge in each block, with no need to evaluate their usefulness in a final test, as has been done traditionally. This method permits our sales people to dedicate time to training without interrupting their daily schedules. Ultimately, we create work dynamics that coexist with continual learning.
This format allows the professional to simultaneously manage their learning in their own time, and on their own terms. With the arrival of platforms like Netflix, we’re more and more used to viewing content on almost any device, at anytime, anywhere.
What advantages does this have for our salespeople?
The key factor to take into account for training in the sales department is, obviously, how we manage to transmit knowledge. Microlearning methods provide better knowledge retention, 20% after 3 days, compared to 10% for reading, and 5% for classic reading in traditional, in-person training.
As a result of that, YouTube is seeing a rise in infographic videos that break traditional learning down into its basic components. The best way of working with this kind of format is to incorporate colourful infographics and an informative and entertaining voiceover into training materials.
The traditional profile of a salesperson requires professionals with plenty of motivation, used to being flexible and constantly adapting. They usually have clear priorities amongst their daily tasks, as time is their most valuable commodity. For that reason, at Intracon, we work with formats that are adapted to maximise the training of sales professionals in the shortest period of time and using all the technological tools that allow us to adapt to the needs of the company, and those of the salesperson, to help them reach their objective.
Content Developer at Intracon Spain