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Retail training
Staying at the top of the game
Retail training is even more vital in recession. Independents who wish to stay in business
understand its importance and are willing to invest in training their staff by taking
advantage of manufacturers’ offers. Anna Ryland checked the options.
In a difficult economic climate some Liz Baker, Neff training centre manager introducing and enthusing customers
companies adopt the ‘slash and burn’ agrees: ‘When consumers are looking to about their products.
approach to staff training. This often save on purchases, being in possession The majority of electrical manufacturers
causes damage to relationships with of all the facts for a sale puts the retailer in and some distributors provide product-
customers at a time when competition is a stronger position. Focusing on product related training, but some make also an
fierce and high satisfaction levels are vital knowledge – namely what makes one investment in sales skills training,
to survival. A recent poll conducted by the product worth more money than another particularly for the retailers who show
Institute of Customer Service found that in the range – not only helps the retailer to greater commitment to their brands.
30% of organisations surveyed have cut help the customer buy the appliance that
investment in customer service training, is right for them but more importantly, Consumer electronics
and 21% have laid off customer-facing future proofs the purchase.” Most of Armour Home’s training takes
staff in 2009. At the same time the It is also prudent to use the quieter place in its two training suites which are
Institute’s research shows that companies times of the year for training and perhaps located in the company’s HQ in Bishops
with a reputation for service excellence hone sales skills on attachments sales. Stortford and at Alphason Design’s
and committed frontline staff have a 24% “The first few months of 2010 will see the premises at Wigan. The company
higher net profit margin than same-sector television market go quiet until the World currently runs 19 different training
rivals who do not enjoy similar standing. Cup begins. During just these few modules. The majority of Armour training
months, retailers cannot sit and wait for a is product specific, particularly for custom
Why bother? return of volume sales and cash margins. installation and multi-room products, but
“Training is so important now because A trained and dedicated retail sales the company also undertakes generic and
when the going gets tough we all want advisor could maximise sales and bespoke training courses. As well as retail
more. Today’s consumer is incredibly savvy; profitability with attachments to the sale of staff, the company trains installers and
they have often done their research on the a flat TV,” comments Jeremy Lanaway, specifiers, overseas distributors, house-
Internet prior to shopping and often know a Vogel’s trade marketing manager. builders, architects and interior designers.
considerable amount about what they are One of its latest courses is an intensive
looking for. To meet these demands and What’s on offer? two-day Home Cinema Workshop, which
help the consumer make the right choices Manufacturers’ training offers are plentiful teaches retailers advance skills in home
and match their needs, training has to be and their formats are diverse as all leading cinema, multi channel specifying,
high on the investment list,” advises Ray brands recognise the role and the power configuration and installation. In addition
Isted, head of training at Whirlpool UK. of a knowledgeable sales person in to this Armour undertakes training on
20 TheIndependentElectricalRetailer January 2010
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