When it comes to training its top sales consultants, Toyota has taken the ride-and-drive to a whole new level with the launch of the second-generation Prius. Instead of just kicking the tires, these trainees use interactive, wireless PC technology to learn more about the car and ultimately help customers learn more too.
Working with Maritz Inc., the St. Louis-based enterprise performance management company, Toyota is now launching a new application for wireless PC technology at 40 sales events in 15 cities across the country. In addition to a traditional training event with a driving session and facilitated presentations, Toyota's sales consultants also engage in interactive self-paced learning using Maritz' DiscoveryTab platform, which wirelessly pushes engaging animated information to a group of tablet PCs in the classroom.
Well beyond traditional automated response systems, participants can individually manipulate the information to get answers to their questions or click on animated images to learn more about specific design elements or systems. The facilitator can even lead the group in interactive games such as finding the nine storage areas hidden in the animated Prius interior.
"We wanted a new way to engage the sales consultants, knowing that many of them have different levels of understanding and interests coming into the program," said Bryan Bergsteinsson, group vice president and head of the University of Toyota. "By using this blended learning approach that is also self-paced and to some extent self-guided, our sales consultants will learn more about the Prius and pass that knowledge on to our customers."
Along with the new technology, Toyota and Maritz developed a new approach to sales training -- a series of events that culminated in the "Engines of Change" tour in support of the 2004 Prius launch. Initially, all 18,000 Toyota sales consultants were provided e-learning modules over the Web to begin to build a foundation of knowledge about the Prius. They were then all trained at in-dealership or local meetings using a combination of print, slide and video to continue to build the knowledge level. Then, a select group of about 1,200 sales consultants were invited to attend the Elite Experience in small groups of 30-50 per meeting, which is where the DiscoveryTabs were featured.
"Traditional ride-and-drive events have been valuable, but really haven't been targeted to the sales staff most likely to successfully sell the Toyota product over the long term," said Jackie Balaban, account manager for Maritz. "By creating the Elite Experience, Maritz has helped Toyota get maximum return on its training investment by delivering the right knowledge directly to the individuals who will likely make a majority of the product sales."
About Maritz Inc.
Maritz Inc., based in St. Louis, is ranked No. 150 on the most recent Forbes list of 500 Biggest Private Companies.
Maritz provides market and customer research, communications, learning solutions, incentive initiatives, meetings and event management, rewards and recognition, travel management services, and customer loyalty programs.
Maritz has a presence in 42 countries, with key offices in the United States, Canada, the United Kingdom, France, Germany, and Spain.
For more information, visit www.maritz.com.
About Toyota Motor Sales, U.S.A., Inc.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota in America.
Toyota is America's fourth largest carmaker and manufactures more than one million cars per year in North America.
Established in 1957, TMS oversees operations of more than 1400 Toyota, Lexus and Scion dealerships in 49 states. With approximately 6000 employees, Toyota Motor Sales and its subsidiaries also are involved in distribution logistics, motorsports, R & D and the general aviation industry.
The company's main Web site is www.toyota.com.
