The Importance of Training in Partner Relationship Management
Crutches have remained relatively unchanged for hundreds of years. The logic is simple: You use your hands and arms to balance and move. So when the iWalk 2.0 came onto the scene promising hands-free use, the brand expected users would have trouble visualising how it works.
Yet instead of directing the educational effort towards consumers, the company went a different way and focused on resellers. Partners were given comprehensive training on how to fit patients for the device, and how to teach them to walk in it.
The iWalk 2.0 has since won numerous awards and is now sold in 30 countries, largely through external sales channels. The team itself only consists of five people.
