Web-based training is a growing tool that is too rarely used in our industry. Web-based training takes two forms: interactive materials that are available on-line for a learner to access, and live, online training meetings.

Most manufacturers have some form of online learning available. In some cases it is simply a Web posting of previously published materials. You can download it, read it on line, and maybe even take a test online.

In more progressive companies, this material is designed to be truly interactive and engaging. If you want to learn about a vendor’s products, online may be a fast, easy way to do it. You do not have to wait for a school anymore. You can access the program online and do it at your own pace within the time frame you wish.

While some companies use online meetings for internal purposes, many fail to use this powerful tool externally. This can be a cost-effective method for learning as well as problem solving. A distributor may want to start focusing on a new product or service but is unable to coordinate an in-person training session with the manufacturer. Using an on-line meeting allows you to get the live training you want.

The only caveat I have on Web-based training is that we all need to recognize its constraints. First, online training sessions need to be focused and short. Staring at a 14-inch computer screen for more than about 20-30 minutes loses its effectiveness. Second, the presenter cannot see furrowed brows or quizzical looks, so it requires more active participation by the audience to make sure any questions are asked explicitly.

In years gone by (and even today), I was called on to visit a customer as the “factory expert” to help diagnose a problem or simply to provide some guidance on product usage or troubleshooting. Use of Web-based meetings could make about half of those trips unnecessary. Since most have a “share” function, digital photos of a problem can be shared by the customer live, online to help with problem diagnosis.

Recently, we executed a Web-based meeting for a customer nearly 1,000 miles from my location. The company had quite a few machines that used identical clutch/brakes and our goal was to educate their maintenance staff on methods for trouble-shooting and rebuilding.

Our local salesperson and distributor arranged for the time and place and attended at the customer site. I provided the content over a Web site and phone line. The local guys had some parts there for demonstration purposes.

Over a 20-minute presentation we identified common problems and their solutions. We were able to answer a variety of questions and provide the customer with tools to improve their ability to work with our product. It was the perfect marriage of local and online resources.

For new product introductions, sometimes the local salesperson might not feel overly confident. Facilitating an online session allows the customer to have a factory presentation without traveling to a live meeting. Online sessions also have the convenience factor that they can be set up within a few minutes if the content is available.