A new computer-based program from the Power Transmission Distributors Association helps PT and motion control distributors bridge the employee product knowledge gap.

by Matt Carlson

It’s no secret. An educated sales force that knows its products
— and the ones that are right for specific customers and uses — is consistently more effective. The rule applies whether you’re selling shoes, automobiles or industrial products such as bearings and electric motors.

For years, power transmission/motion control (PT/MC) distributors have been clamoring for new tools to better educate their sales, warehouse and even some management employees about the array of products they carry. Literally, when machinery moves something in a factory, plant, mill, warehouse or other facility, PT/MC products usually are involved. These components and systems include not only bearings and motors, but also belt and chain drives, clutches and brakes, conveyors, coupling and U-joints, gears, hydraulic and pneumatic devices, linear motion products, adjustable speed drives, controls, sensors and other devices.

Even smaller, independent PT/MC distributors may stock thousands of items, so bringing employees up to speed is a challenge. That task is magnified today by a growing shortage of experienced sales personnel. Recruiting knowledgeable PT/MC sales veterans, especially those with hands-on application skill gleaned on plant floors, has become extremely difficult.

After hearing the call from many of its members, the Power Transmission Distributors Association (PTDA) developed a new computer-based learning tool to bridge the industry’s employee product-information gap. Power Transmission Interactive is a snazzy CD-ROM program that uses text, graphics, video clips, voice prompts and interactive quizzes to educate sales personnel and other workers about the products they sell, how the equipment works and how it’s applied.

Power Transmission Interactive is “cool” enough to hold the attention of a 20-year-old, yet easy enough for a previously computer-phobic 50- or 60-something to use and enjoy. Separate modules cover 13 major PT/MC product categories along with application and selection criteria, standards plus maintenance and diagnostic tips for each. A 14th module covers basic PT/MC engineering, physics and other fundamentals.

“Our plan is to use Power Transmission Interactive in our training curriculum for new hires as well as a refresher for our existing staff,” says Mark Koch, president of Minneapolis-based Industrial Supply Co. “We’ve used PTDA films and workbooks in the past and felt this interactive program is a more effective way to train people. It makes it easier for us to review things and highlight what people do well, as well as what people need to spend more time on.”

“Employee progress is very measurable with Power Transmission Interactive,” adds Brian McMahon, director of sales and marketing for Meier Transmission Ltd. of Cleveland. “Each employee registers to the CD, then their learning is tracked measurably and quantified. Everyone has the same materials, but can progress at their own schedule.”

A full account of Power Transmission Interactive’s effectiveness won’t be available for a while (it was introduced in January), but research shows computer-based interactive training programs can significantly trim training time. Meanwhile, comprehension and retention levels are improved.

PT/MC distribution managers believe Power Transmission Interactive’s information and delivery method will bring new sales personnel up to speed in a hurry.

“For our business, we figure about one year for an individual to get their balance and three years to be a strong contributor,” says Kevin McCloskey, vice president of Dodge-Newark Supply Co. of Fairfield, N.J. “With Power Transmission Interactive, we’ll have people working with customers on the telephone or at the counter with more confidence in about one-third the time they otherwise would.”

The program also should help trim employee training costs. Available for $99.95 per copy to PTDA members and $149.95 to non-members, it sets learning objectives for each module.

“I guess for a comparison, I would send someone to a week-long course out of town, along with all the expenses,” says Scott Baum, vice president of State Electric Co. based in St. Louis. “The employee would come back and forget half of what he or she learned the next week. With Power Transmission Interactive, the training is ongoing and the employees can go back and check things out.”

Touring the program
A look into the Power Transmission Interactive Module on bearings, for instance, first reveals a set of 10 objectives. By the time the employee completes the module, he or she should be able to:

• Describe the uses and applications for bearings.

• Explain the features of plain bearings.

• Describe the modes of lubrication for plain bearings.

• Explain the applications for self-lubricating bearings.

• Describe the features of roller bearing elements.

• Differentiate the characteristics and applications of ball bearing types.

• Differentiate the characteristics and applications of roller bearing types.

• Explain the purpose of bearing lubrication.

• Describe the types and features of mounted bearings.

• Identify associations that recommend standards and practices for ball and roller bearing usage.

The program provides images of all types of bearing products and illustrates how they’re applied. Animated video clips show each product in motion in different applications.

For instance, one roller bearing video clip shows how the component moves when subjected to radial and axial (thrust) loads. The clip is accompanied by text that explains what is happening and why, such as, “In many cases, bearings support both radial and axial loads. These combined loads are produced, for example, by certain types of shaft-mounted gears, especially helical and bevel types.”

“Everything we deal with in this industry has to do with moving and mechanical parts,” says LeRoy Burcroff, director of sales for Bearing Service Inc., based in Livonia, Mich. “One thing we like about Power Transmission Interactive is that someone who might not have the experience of seeing the actual machine can see how the component works on the computer screen without leaving the office.”

Following the instruction phase of the module, the employee is quizzed with true/false, multiple-choice and product identification questions. Quiz questions are automatically randomized to prevent rote answer memorization.

After pointing and clicking answers, the results pop up instantly. The module records the percentage of correct responses, the date training was started and completed, as well as when the quiz was started and finished.

The deep, product-oriented training is exactly what’s needed in today’s workforce, distributors say.

“We’ve been hiring younger people — that’s been the trend — and we don’t necessarily look for someone within the industry,” Koch says. “The main attribute we’re looking for is selling skills and background. With tools such as Power Transmission Interactive, we feel we can train and educate.”

“We’ve hired two totally green salespeople from outside our industry,” McMahon adds. “We’ve turned them loose on undeveloped territory to see what they can do. We gave them Power Transmission Interactive as a learning tool because it’s a great way to supplement vendor training.”

Additionally, distributors can use Power Transmission Interactive to evaluate current employees and screen prospective hires and promotion candidates. The program also can be used as part of a value-added customer technical training.

“We also plan to use it with warehouse employees who would like to become inside salespeople,” McMahon says. “It’s a good way to measure who can go up to the next level.”

“We’ll be using it for new people coming in and people we promote from within,” McCloskey says. “There’s nothing like it, and for the price, you can’t beat it.”

Beyond the ability to provide ongoing desktop training and reviews to employees, Power Transmission Interactive also frees more senior employees and training resources.

“You used to sit with a new person for two or three days non-stop just to get them started,” McCloskey explains. “With Power Transmission Interactive, you can spend an hour or two with them for basic orientation, turn them loose for a while and then come back.

“This allows you to steer newcomers toward product knowledge and orientation. One of the toughest projects we’ve been faced with is getting used to the basics and fundamentals. There are some concepts in our industry that are not so easily grasped.”

You can also visit www.ptda.org/ptinteractive for more information or to order the product.

ABOUT PTDA: Founded in 1960, PTDA is a U.S.-based trade association representing 255 power transmission/motion control (PT/MC) distributor firms with more than 3,200 locations throughout the United States, Canada, Mexico and almost 20 other countries, as well as almost 200 manufacturers that supply the PT/MC industry. PTDA is a member-driven organization dedicated to providing the information, education and business tools required to meet the needs of the industrial marketplace competitively and profitably.

Matt Carlson is a freelance writer based in Chicago.