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Retail training
showroom for four of its brands: Amana,
KitchenAid, Maytag and Whirlpool.
Whirlpool uses it to deliver a tailored and
bespoke training programme for its
dealers. The company has also recently
invested in a new online training tool,
which enables retailers’ access to
Whirlpool’s product training, knowledge
and information 24/7/365.
All GDHA training is product related but
its format is tailored to each individual
retailer. The company runs monthly
sessions at its Prescot headquarters and
also offers training on request which takes
place at retailers’ own premises and is
offered on demand. “Last year, to
minimise interruption to their business, long-term relationships with the knowledge of the products and their
GDHA’s ASMs provided hundreds of company’s dealers. benefits retail staff acquires the ability to
hours of training to independent retailers The Electrolux training team has cross-sell and to encourage the
outside of normal office hours,” says undergone skills in neuro-lingusitic training consumer to trade up to premium
GDHA’s Steve Dickson. programme (NLP) to help the retailers in products – resulting in larger profit for the
understanding of customers’ buying independent and greater sales for the
The trainers patterns and their behaviour during the manufacturer. However, it is important to
Most manufacturer retail training is sales process. remember that “every time a retailer sells
delivered by professional trainers who, in Vogel’s at times uses trained agency a product they are not only selling the
addition to in-depth product knowledge, staff from ‘Infinite Group’ which has long product but selling their reputation,” says
have skills to engage and enthuse their standing experience in the UK electronics Electrolux’s Raymond Laidlaw, national
audiences about the latest technologies market. training manager.
and their benefits for consumers. For However, many electrical brands, such In a nutshell: “Confident, well trained
example, Armour has three full time, as GDHA, provide training through its area staff will: close more sales, sell up to
certified training and technical support sales mangers (ASM) who have better, more expensive products, and
staff. They are supported by their own established relationships with retailers and more successfully defend prices, meaning
admin team and the whole sales team as have a good understanding of their needs. less discounts,” says Ashley Hutchinson,
necessary, as well external experts from Armour’s sales training manager.
the brands which Armour distributes. Who gains? There is also an important emotional
Also Miele has a team of experienced Effective retail training provides clear factor. “Knowledge breeds enthusiasm
trainers, many of whom worked for the benefits for both parties – the retailer and and this spills out at the point of sale
brand for many years and have developed the manufacturer. With in-depth increasing sales conversion and
profitability, “ reminds Ray Isted.
Investing in the future
Training your staff is also a way of
showing that you value their contribution
to your business and care about their
future. When the economic situation
improves you will need your staff even
more. Although then they will have more
employment opportunities, they will
hopefully be willing repay your trust.
“Training is an investment and a tool
that can assist in getting the best
performance possible from everyone, and
at the same time increasing their job
satisfaction. It shows a level of care, your
confidence in your team and your
business values over and above their
wage packet! There has never been a
more vital time than to invest in training,”
Vogel's retail training
concludes Ray Isted. ■
24 TheIndependentElectricalRetailer January 2010
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