Crown Equipment CASE STUDY

Creating high-impact training for a confident, well-equipped sales force

Deliverables

Video
Content
Mobile App Development

Long story short

To equip Crown Equipment’s mobile sales force with the information they needed to sell an extensive portfolio and tailor pitches to customer needs, we created a comprehensive training and product resource featuring concise videos on everything from safety features to application tips.

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Context

About Crown Equipment

Crown Equipment sells complex, feature-rich lift trucks and material handling equipment in a highly competitive market. They needed a way to provide their mobile sales force with consistent, easily accessible, high-impact training and last-minute refreshers on their product lines. They wanted each salesperson to be able to tailor their pitches to customer requirements and have the confidence to close more deals.

Challenge

Crown manufactures a wide variety of products in facilities spanning the globe. Their product sales and services are handled by a network of owned and independent dealers in key markets. So their mobile sales force needed consistent, easy-to-access, comprehensive product information in one user-friendly location. This presented a heavy lift , requiring hundreds of videos and pieces of content that balanced thoroughness and brevity.

Solution

We created a comprehensive training tool covering every aspect of Crown’s portfolio and the most important application considerations. This entailed creating hundreds of videos (15–20 per product, in some cases), each with multiple application scenarios and operational benefits, as well as content, application tips, specifications, competitive comparisons, and more.

Planning was crucial. Extensive shot lists and detailed scripts ensured we succinctly and efficiently captured key information. Graphics and animations simplified complex ideas.

We housed everything in a mobile app that makes content available, even in locations without web access . An intuitive interface makes it easy for users to navigate to content organized by category. Key messages, reliability or safety features, productivity benefits, integrated technologies, short videos, and content snippets quickly give each salesperson the information they need to tailor their pitches to customers’ requirements.

Results

Hundreds of users routinely access the tool for training and refreshers before sales calls.

At the request of sales, we’ve added even more content, including application guidelines and competitor data comparisons, giving further evidence of the app’s perceived value and effectiveness.

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Creating high-impact training for a confident, well-equipped sales force

Deliverables

Long story short

About Crown Equipment

Challenge

Solution

Results

Let's talk!

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