ST. LOUIS, June 19 /PRNewswire/ -- ej4, a provider of short-form, rapid-deployment training solutions, successfully completed the first phase deployment of a multi-state e-learning campus for Golden Harvest(R), a Syngenta subsidiary. The new training technology has yielded excellent results for Golden Harvest. Based on analyses conducted by Golden Harvest for the period from 2004 to 2005, the company was able to increase sales by 22%, the best sales increase in company history. Golden Harvest was also able to add 4,615 new customers (up from 563 in the previous year, and besting the previous record of 1,650 new customers).
Golden Harvest selected ej4 to create video-based training that includes product training and seed-selling technique training for a frontline sales force of more than 2,200 farmer sales representatives and 100 field sales personnel. ej4 developed over 55 different video courses covering topics ranging from basic sales training to specialized agronomy training, available over the Internet or on CD-ROM. Most of the courses last no longer that ten minutes, and all feature the latest instructional design theory and ej4's signature "TV weather person" format that features live presenters standing in front of eye-catching content and graphics. This format keeps viewers engaged and maximizes retention of the learning material.
The benefits of using ej4's technology have extended beyond pure sales and revenue figures. "Golden Harvest now has a more consistent 'voice' in the marketplace because of the improved retention of the training material we developed with ej4," said David Dam, head of western division sales for Golden Harvest. "The company invests significant resources developing the Golden Harvest brand, and we now see that our frontline sales people are much more familiar with our product lines and are representing us more confidently and effectively. The return on our investment in ej4's training technology has been substantial."
Optimized e-learning technology for the seed industry
In 2003, Golden Harvest faced big challenges. Large competitors dominated the seed market. Sales trends were flat and new customers were proving hard to acquire. Selling through a front-line sales force made up of part-time farmers/dealer sales reps, Golden Harvest was competing with other suppliers for the attention and mindshare of its prospects. Golden Harvest used in-person meetings to train its reps on new products, but was finding it increasingly difficult to use this format to much effect.
"Our district sales managers and their sales reps manage diverse geographical territories, and often had to drive for hours to reach the location where the classroom-style training was being held," said Dam. "Our people were just too busy to spend this much time developing their sales skills and tactics, so they simply didn't do it."
Golden Harvest turned to ej4 to develop a "just in time, just as needed, just enough, and just right" distance-learning solution to develop their people and improve sales execution. It had to be convenient, practical, engaging, and deliverable to field sales representatives who may not always have high-speed Internet access. In collaboration with Golden Harvest, ej4 created a comprehensive curriculum that covers topics such as basic sales skills, dealing with objections, selling to different generations, and what motivates seed buyers. ej4 also developed specialized training to reinforce the Golden Harvest's Agronomy Up Front(R) initiative, a research program that aims to maximize crop yields by scientifically matching Golden Harvest products with other products used by a farmer.
Sales reps view programs independently, complete the test online, and then discuss programs with their DSM on weekly conference calls and in quarterly meetings. There are set curricula for three levels of seed dealer certification, and a host of electives covering seasonal calls and special development needs.
"Golden Harvest has used ej4's Online Campus to deliver a competitive advantage to its dealers with up-to-the-minute communications, product information, and sales training," said Kenneth Cooper, co-founder and partner at ej4. "Based on the success with this first phase of the project, ej4 and Golden Harvest are currently in talks to expand the training curriculum to a wider audience."
About Golden Harvest Seeds Inc.
Golden Harvest Seeds Inc. is a Syngenta-affiliated company, and the Golden Harvest(R) brand is among the industry's fastest-growing hybrid corn, soybean, hybrid sorghum and alfalfa seed brands. Genetics First, Agronomy Up Front and Service Always(SM) have helped Golden Harvest customers in the United States since 1973. Further information is available at http://www.goldenharvestseeds.com/.
About Syngenta
Syngenta is a world-leading agribusiness committed to sustainable agriculture through innovative research and technology. The company is a leader in crop protection, and ranks third in the high-value commercial seeds market. Sales in 2005 were approximately $8.1 billion. Syngenta employs some 19,000 people in over 90 countries. Syngenta is listed on the Swiss stock exchange (SYNN) and in New York . Further information is available at http://www.syngenta.com/.
About ej4
Headquartered in Saint Louis, MO, ej4 is a global, rapid-deployment provider of custom, cost-effective, short-form learning programs that get measurable business results. Its focus is on the "four J's" of e-learning: just in time, just as needed, just enough, and just right training. ej4 uses streaming video with specialized instructional design to deliver training that people enjoy using, and that changes workplace behaviors. ej4's technology can also be deployed on mobile devices such as route handhelds, PDAs, mobile phones, and the Apple(R) iPod(R). For more information, visit http://www.ej4.com/.
Media contact: Tim Cox -- Zing Public Relations -- 650-369-7784 --
