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Retail training
retailers’ premises, during the day, as well
as early morning or evening sessions. “Confident, well trained staff will: close more sales,
Alphason Designs delivers a wide range
of training via several mediums, including
sell up to better, more expensive products, and more
one-on-one training from the company’s
successfully defend prices, meaning less discounts”
sales and merchandising team,
presentations to multiple distributors and,
Ashley Hutchison, Armour
new for 2010, an online training video.
“Alphason understands how important difference to the profitability of a retailers on brand philosophy and strategy,
sales skill training is, this is why all of our business.” helping retailers to sell to a more discerning
training sessions, no matter what Meanwhile Sony offers a comprehensive customer group. Occasionally Loewe’s
medium, advise the retailer HOW to sell range of training for independent dealers training sessions are held in-store or
AV furniture and associated accessories, throughout the year. Product training regionally. Retailers are also offered the
such as cables, screen protection courses, open to all retailers, are run opportunity to visit Loewe headquarters in
cleaning fluid etc,” explains Chris across the Sony range. However, Sony Kronach for a two-day course on the
Emerson, chief operating officer of also conducts sales skills-related training, Loewe brand. To date, over 600 dealers
Alphason Designs. and the company’s field-based Retail have taken advantage of this opportunity.
BBG, is well know in the industry for its Experience Team advises retailers on Vogel’s provides face-to-face training on
training, often conducted by its founder, delivering key messages, promotional its latest 8000 Series products to every
Gordon Dutch, who endeavours to deliver activity and helps with in-store new retail customer. Retailers can book
sales skills training with a difference. Paul merchandising. the training through the company’s
Dawes, BBG director of marketing, Loewe’s training facility, ProCollege, was account managers. The company also
comments: “The key to every single BBG established at the company headquarters delivers training via store visits or group
training session is to make it memorable, in Germany and introduced to Loewe’s UK seminars.
enjoyable and useful, because if it doesn’t offices in Irvine, Scotland in early 2008. It Freesat conducts its face-to-face in
fulfil these three criteria then by the time encompasses a range of training seminars store training through its national training
the staff get back to the shop floor the on installation, marketing, merchandising team of seven dedicated individuals which
information will have already been and point of sale promotions, providing is a significant investment for a small, not-
forgotten. This is even more vital in a participants with practical advice, best for-profit organization. In 2010, the
recession – especially when the product practice techniques and updates on the company is planning to run a national
we are training to sell are the high margin latest Loewe products. Additionally, Loewe Freesat training roadshow and is also
accessories that can make a huge uses the training sessions to educate considering online training opportunities.
Training at Miele’s Experience Centre in Abingdon
January 2010 TheIndependentElectricalRetailer 21
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