Product Training for Insurance, Pharma (or any other product) with individualized AI-Coaching

You might have come across one of the following reasons, why it’s necessary to invest in product training or enablement for your salespeople:

• New product or product line is launched (e.g., new oncology products for cancer treatment, new additions such as dental insurance)
• New features are launched and need to be pitched (e.g., new additional coverage)
• Pitching against competitors (new drug is entering the market)
• Entering new customer segments (need to sell to additional stakeholders)
• Buying behavior has changed (consumers react to regulatory changes or market forces such as budget costs, increased ROI prove necessary).

Consequently, retaining, gaining, or not losing market share is one of the most important drives that let companies decide to train and coach sales personnel.

How organizations usually work together on the topic

Different departments and people with different roles come together to lay out the best approach. All with the goal to enable sales people. 

The challenge here lies in aligning all interests and information together in one streamlined approach, as usually everyone has a different angle on the overarching goal.

The differences, pros, and cons with the current approach:

• Usually, sales enablement has a good understanding about methods, objections, and pains of customers. In other words, they have field insights.
• Product marketing has the knowledge about the product, what it can do, why it matters for the target audience. They have knowledge about personas, products, and how to craft a great story around. 
• Skill capabilities are usually responsible for making sure that the sales people possess necessary role skills. They have more insights about theory knowledge and didactic concepts.
  
  

All 3 are very powerful when successfully aligned as they can enable sales people: 

1. On “how” to present a product that matches with customer needs
2. To react better than the competition to typical objections or questions from customers that are based on real examples from the field
3. To apply relevant argumentation lines and skills to carve out and highlight one product benefits

In regulated markets, there could be also legal coming in to review if what’s being taught is “safe and sound”.

How to align everyone and get the best out of all worlds?

We found a way to build a solution that can account for all needs within the organization to build better enablement programs for salespeople.

A step-by-step approach on how this works out:

1. Build and emulate your customers by letting them react as in the field (e.g., by letting them say typical objections, questions, or barely revealing any information at all)
2. Specify how good behavior looks like for those customers and thus which arguments, facts (e.g., study findings, policy facts), insights from the field, etc. salespeople should learn
3. Gain objective insights on how (well) your employees would react towards the emulated customer profiles and which arguments they would bring forward

Let’s deep dive into all 3 points real quick:

1) Emulation of customers

You can build personas that are out there in the field and make them unique for your problem by adding field insights to them such as: typical objections or questions about product specifics or how your offering compares to competitors’ products (e.g., a new drug, a new study, a new policy). 

You can do so, by simply indicating it. That’s it - No coding, nothing. 

2) Definition and specification of good behavior

After the persona, you can define and specify what your salespeople are supposed to learn. 

By just typing it. It’s even possible to specify very detailed arguments. For example, when you want them to exactly refer to scientific results in a study or policy specifications in the fineprint. This allows to combine the “how” (often skill-based) and “what” together.

You can also attach references to them, so they know where to look it up or make it legally bulletproof by indicating the respective study.

You can do it for various learning points. The AI will understand you. No coding-skills or model training whatsoever required.

3) Understand and get insights on how well your employees would apply the skills 

 For many sales and marketing leaders, the challenge is to understand how consistent salespeople are in pitching or bringing arguments forward.

The beauty is that we can measure the effectiveness of salespeople’s approaches objectively and understand “how” and “what” they answer. This allows you to quicker identify gaps and close them for a competitive advantage.

Re-cap: How can each job-role contribute to the overall success?

Why does this all matter for my business?

 Coming back to the initial challenge and triggers for training and coaching sales personnel, the advantages are:

1. Ensuring the best approach that resonates in the field with your customers
2. Account for the consistent positioning and messaging of your products and services
3. (Optional): Make sure what you teach is legally safe
4. Get faster and better-ramped up salespeople
5. React faster to your competitors
6. Gain or retain market share 

Empower your sales teams to master complex products, outpace competitors, and drive market share growth—all while ensuring compliance and consistency. With Retorio’s AI coaching, you’re not just training reps; you’re building a competitive edge.

Ready to revolutionize your product training? Book a demo today and see how Retorio can transform your sales enablement strategy!