The 6th Key for a Product Manufacturer: Implementation and delivery of continuing education

For the product manufacturer, the first rule of implementation and delivery –keep it simple and follow your action plan. One strength of the product manufacturer is their product research department. The big question is how do they use that information when delivering education? Add to their research, the product manufacturers are in a prime position to develop project studies or case studies about actual application. Where so many product manufacturers slip up, they run their client continuing education programs from their marketing department using their sales force as the trainers. It is difficult to be an effective trainer if your income is based entirely on what you sell. An answer to this problem –rule number two is to have your technical staff deliver the education to your clients. Team them with a sales staff if you must but then structure their salary to reflect that some of their time is spent in education marketing and not direct sales.

Here is an example of one company that has learned to design and deliver product education correctly,Pella Windows, Commercial Division. In 1989 Pella hired an architect, Terry Zeimetz, AIA, CSI, CCPR to design and teach architects and engineers about their products. Based upon adult education principals and clear learning objectives Terry incorporated Pella’s research and developed courses slowly over time that were based upon projects related to the architects and engineers needs. These education courses were not sales pitches. Pella was patient and gave their plan time to develop and unfold. They built their program around their research and ongoing need assessments. Because of a solid foundation, by the time they reached the implementation and delivery phase the process went reasonably smooth, it grew and continues today. Terry was not afraid to try the new and the different, something that connected to Pella’s strategic education plans. Pella’s on-site education and product tour has become the standard for offering site tours for the industry.