New reps weren’t lacking product knowledge, they were lacking:
the ability to uncover business problems
confidence in asking diagnostic questions
skill in mapping product capabilities to customer needs
a structured way to customize demos for different industries
The existing training focused on product features, not on solutioning behaviours.
I re-designed a performance‑driven learning experience that helped reps build the behaviours required for value‑based selling:
Scenario‑based learning where reps practiced diagnosing customer problems before touching the product
Guided product exploration that showed how features solve specific business challenges
Industry‑specific examples to help reps tailor demos to different customer contexts
Mock demo practice where reps applied diagnostic questioning and solution mapping
Job aids that supported real‑world demo preparation and customization
The design shifted the focus from “show the product” to “solve the customer’s problem.”
The redesigned learning experience helped reps:
deliver more targeted demos
uncover higher‑value customer needs
articulate clear business outcomes
increase customer engagement and demo effectiveness
The organization gained a scalable training model that reinforced the behaviours required for value‑based selling.
