The electrical landscape is experiencing a groundswell of technological advancements designed to offer next generation automation and connectivity. The smart functionality of these systems, combined with the legislation and sustainability goals they are designed to meet make specifying the right solution more complex than ever before.
For those on the front line of sales, this increasing complexity means single product training is no longer adequate, and collaboration is required between manufacturers and their channel partners to upskill those responsible for supporting customers through the buying journey.
We also recognize that distributors and customers are on their own sustainable journey; we work closely with them to help them meet their own targets.
Equally as important is our partnership approach. For us, it’s not just about providing the innovation but forging deeper, more meaningful relationships that empower our distributors to meet their customers’ needs through shared expertise, education and expectations. We understand that distribution businesses vary from country to country. That’s why we always aim to provide a localized, personalized approach in line with exacting requirements, all backed up with our global capabilities.
Amr Younis, Global Channel Partner Training Manager for ABB Electrification explains:
“Carbon reduction goals and digitalization now play a major role in selecting the right electrical systems. Customers want reassurance that their new systems are not only fit for the purpose now but will also be compatible with the inevitable evolutionary changes to come.
“If technologies are becoming more complex and the buying journey is getting longer, being able to advise customers in a way that is technically accurate and empathetic to their immediate and future needs is more important than ever.
“Understanding customer pain points on an application-by-application basis, is now a critical part of the Continued Professional Development (CPD) process, so that sales professionals can support customers in specifying electrical systems that are safe, smart and sustainable.”
Manufacturers must adapt
When it comes to education and CPD, manufacturers must adapt their offering to ensure that those responsible for influencing the buying journey are knowledgeable and confident in matching customer needs with suitable solutions.
An understanding of the product is no longer enough, salespeople must have a holistic grasp of regulatory requirements, common sustainability goals and how to meet them. This subject matter changes regularly in what is an evolving electrical landscape, and manufacturers must make sure that their channel partners have convenient access to the most up to date information, via comprehensive training opportunities that resonate with the customers they are supporting.
A shift in training style
To arm its distribution partners with more than just single product training, ABB has moved in favor oflearning paths that incorporate sales, support, engineering and service capabilities across all ABB products and solutions. Channel partners can select the path that will be most beneficial to their customers, then upskill across complete solutions that meet the specific needs for that application.
Amr explains:
“The internet has given customers access to a raft of information that has made them more knowledgeable on the systems they are considering. Specifying electrical systems is now more than a tick box exercise and end users want support from knowledgeable salespeople that understand their performance and energy requirements.
“ABB’s learning paths shift our CPD offering from product-centric fact-based learning, to developing a customer-centric understanding of end-user issues and how the latest technologies can solve these problems now and in the future.
“Channel partners that complete our learning paths receive customer-facing recognition in the form of certificates and better visibility through joint promotion as an ABB Value Provider.”
Accessing the CPD experience
To make upskilling easier, ABB created its online distributor training platform – ABB Electrification Course Finder. From here, channel partners can access online training modules 24 hours a day.
ABB Electrification Course Finder can help our partners, and more particularly Marketing and Sales profiles at our distributors to build knowledge and real skills to support their customers. With learning structured by customer need and +1000 short courses in 20 languages, it’s easy-to-use, relevant and practical.
To learn more about the ABB Electrification Course Finder click here or find out more about the ABB Distribution Channel here.
Learn more about ABB Value Provider Program: ABB Value Providers
