Newton, MASS.—E-learning, Web-based training, online education — whatever you call it, it's becoming more and more prevalent in the industrial supply channel as software companies, trade associations and e-learning firms attempt to bring the classroom to the distributor.

E-learning is a way of delivering training and education to employees electronically. Some programs are CD-ROM based, while others utilize the Internet. Some are designed so students can take them at their own pace, while others are run in real-time, as virtual seminars.

Proponents argue that e-learning is a time-saving, cost-effective way to bring training to employees at all levels. And as economic conditions continue to impact already-tight training budgets, the popularity of e-learning is expected to grow.

"As a concept, it's a good one," said Michael LaPorte, vice president of Bergen Industrial Supply in Elmwood Park, N.J. LaPorte has taken several Web-based seminars offered by his software provider, Prophet 21. A handful of his employees have taken courses, as well.

"Why not use the Internet and save the travel?" said LaPorte, pointing to both the time and money saved. "It's got all the benefits of being in the classroom, without being there."

Others agree those are attractive benefits of e-learning, which is a multi-billion dollar industry. In fact, e-learning companies are trying to capture some of the training dollars of large corporations by bringing their existing training programs online or helping them produce new ones.

In the smaller world of industrial distribution, companies are more likely to see e-learning programs offered by their software providers, as in LaPorte's case, and by their business associations.

"The reason that we got into this is, we saw that, in general, distributors were not investing in education towards technology," said Doug Levin, executive vice president of Prophet 21.

Nine years ago, Prophet 21 established Prophet 21 University, a division that trains customers on the company's software. Prophet 21 University offers actual classroom training, CD-ROM-based programs and its newest venture, real-time, Web-based seminars. The company introduced its Web-based seminars in May and by early December over 600 students had taken some of the 33 courses offered, said Levin.

With Prophet 21's Web-based training, distributors log in to an instructor-led course. Courses last either one or two hours at the cost of $100 per hour.

"Now they're not spending any dollars on travel at all," said Levin. "And it's a good amount of learning time, especially for people who have other jobs to do."

The prime benefit to this form of e-learning is that it's live and interactive, Levin said. Students can ask questions of the instructor — either publicly or via private "notes" — and can run through software demos in real-time.

Levin cautions that Web-based training is not the be-all and end-all for employee education, however. It's important to offer actual classroom training and self-paced electronic courses as part of a well-rounded program, he said.

Cheryl Reisdorff, director of e-learning solutions at NxTrend Technologies, agrees. NxTrend uses a combination of instructor-led Internet training (ILIT), computer managed instruction (CMI) via CD-ROM, and actual classroom sessions to train new users on its SX.enterprise software. The ILIT courses provide a live introduction to the product. Students are then assigned CMI courses for homework, which allows them to use and become familiar with the software. A final classroom session allows students to explore real-world scenarios with the software.

"Initially, we believed that just having ILIT and CMI was enough," Reisdorff said. "But you really need that intense, face-to-face portion."

The difference, she says, is that by the time an instructor visits the company to give a class, employees are much more advanced and get more out of the session.

"Before we had e-learning, we would just [throw] information at them for five days and hope they get to take something home with them," Reisdorff said. "And if they do just the ILIT and CMI, then there's nobody to help them tie the software to their own, real world."

From an educator's perspective, that balance is important. It's equally important for the distributor to have a planned and well-developed training program, said Jay Smith, professor of industrial distribution at the University of Alabama at Birmingham. Before investing in any kind of training, he says distributors should first evaluate what they need and then check out the quality of the training programs available in those areas.

"Most [distribution] firms haven't done a needs assessment and don't have a training program," said Smith. "E-learning is a good opportunity if it's properly used and directed ... I think it's going to go forward because it is a way to transfer knowledge — and it may be an effective, cheap way to transfer that knowledge. But it may not work for every situation for the delivery of every form of training."

That may be a reason many trade associations are looking for ways to bring new and existing training programs — on everything from sales to product knowledge — into the electronic realm. An e-learning option can add yet another dimension to a print or classroom-based program.

The Power Transmission Distributors Assn., for example, released PT Interactive more than a year ago. The self-paced, CD-ROM program complements PTDA's print and video training programs, which focus on products and the fundamentals of power transmission.

Likewise, the National Assn. of Hose & Accessories Distributors is offering online courses through its NAHAD Institute. The classes are delivered via the Internet, incorporate streaming audio and graphics, and allow students to test their knowledge along the way. The Industrial Distribution Assn. is looking to get in the game as well, by moving its print-based product training series online.

Enter Tooling University, an eLearning company focused on the industrial market. A spin-off of Jergens Industrial Supply in Cleveland, Ohio, Tooling U was launched last May. By late November, between 150 and 200 people were visiting the site each day, either to take a class or to investigate the program, said Jack Schron, Jr., one of the Tooling U founders.

Tooling U delivers courses over the Internet using text, photos, video, audio and illustrations. The company partners with trade associations, manufacturers, colleges and universities to bring their existing training content online.

In addition to the self-paced courses, Schron hopes to add Webcasting to the Tooling U offering. The company also plans to translate its courses to foreign languages. Spanish most likely will be the first.

With online learning, the possibilities are endless, said Schron.

"It brings in students who may not have had the time or the opportunity to go anywhere else," he said. Examples include warehouse and shop employees, customer service reps and others who may not have the time for training or be included in their company's traditional training plan.

Like Levin and Reisdorff, Schron says e-learning will not replace traditional methods of education.

"Great things can be done from the podium too," Schron said. "The bottom line is, you'll probably use all of these techniques at some point in your life."