How to Use e-Learning to Boost Your Business

Nicolas Caron

Published : 3 June 2016
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For several years, salespeople have been among the biggest users of e-Learning solutions. In fact, many companies are using these solutions to train their employees on technical, product and market knowledge.

It is indeed on theoretical training (technical knowledge, general and business culture, languages) that e-Learning has started to prove its worth over the last decade.

However, with regard to business know-how, one must admit that so far, many enticing features on paper have failed to deliver:

  • e-Learning modules so basic that face-toface courses still have to mainly focus on theoretical content.
  • e-Learning products so disconnected from reality that salespeople find them confusing and end up rejecting them.
  • e-Learning products  so poor in terms of interactive capability that even millennials find them boring and infantilizing.
  • etc.

Business learning finally makes sense

The advance of technology, including the boom of broadband internet and online video access has opened new avenues for training salespeople’s knowledge and skills. Trainees are no longer in a situation of just assimilating knowledge (e.g. remember the “ABC” or “CAB” selling method), they also get to interact and challenge their skills (e.g. Putting myself in this seller’s shoes, what would I say?).

This is an amazing breakthrough allowing us to increase the impact of commercial, behavioral and managerial training courses.

  • The first key lies in content cohesiveness from the e-Learning lessons to classroom training. Not only in terms of concepts, but also in terms of terminology. For instance, if a sales technique is performed in four steps in the classroom, the associated e-Learning modules should include the same steps.
  • The second key is that both components should be compulsory. Indeed, would a company accept employees failing to attend face-to-face training without an explanation?  Well, of course not.  So if the choice has been made to create a blended learning method, it is important for e-Learning modules to share the same follow-up requirements.

But of course, in order to develop an effective blended system, we need to rely on both e-Learning modules and classroom attendance.  One should not compensate for the shortcomings of the other. The quality of blended training depends on the quality of both face-to-face training and e-Learning content.



e-Learning modules for salespeople feature:


  • The intensive use of video in order to get closer to the reality of your business environment.
  • Interactive situations to which participants can react.
  • A flexible learning pace and adjustable concepts enabling each participant to study at their own pace.
  • An introspective approach promoting individual awareness for it is easier to analyse and identify errors when you’re not being judged by your peers or manager.


More rewarding face-to-face sessions

  • Sessions can build on a homogeneous level of knowledge among participants. Since all participants follow the same e-Learning modules beforehand, exchanges can really be focused on practical cases.
  • Training consultants spend less time delivering information and can concentrate on the quality of individual and collective learning. This is obviously more demanding for participants but also for the consultant who must strive to go beyond just presenting concepts.
  • When centered on the preparation of actual sales or negotiation situations, training seminars turn into very business-oriented workshops. But this is only possible because participants have benefited from quality content prior to the classroom session. Workshops are practical but not very effective if based on the narrow application of useful concepts. This is why the quality of e-Learning modules is so important.

We can clearly see that the two components are connected and that the system’s efficiency adjusts to the quality of the weakest link.


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We are convinced that a blended system is super-efficient to advance a sales team because it leads to:

  • A better grasp of concepts through e-Learning modules
  • Improved practice within fully dynamic classes.

Have a great sales day!

Frédéric Vendeuvre

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