editor’s comment introduction
Knowledge is power
Product knowledge supported by first class sales skills, together with a pro- active attitude to the changing market are the fundamentals that will help the electrical independent to survive and grow in the current recessionary marketplace.
Many independents have remarked to me that at present they have to work twice as hard as before for the same results. But harder also means smarter – taking advantage of the whole gamut of modern marketing tools and channels – to communicate with customers in order to convince them to spend their hard earned money. Sales demonstrations also have to be more engaging than before, and give customers a truly positive experience. To do this effectively retail staff need considerable product knowledge and sales skills. Many of you who have spent several years in electrical retailing know all the tricks of the trade well. Yet, the competitive pressures in the industry are so high at the moment that product innovations appear almost on a daily basis. Therefore, I would like to encourage you to have a look at the Sales Training Guide, which is a good source of product knowledge, and perhaps to pass it to your sales staff afterwards as a handy reference. For a newcomer to the electrical sales floor there are no shortcuts in acquiring this expertise, and we are hoping that the IER Sales Training Guide will prove a useful signpost in this learning process.
Product knowledge The Sales Training Guide, published annually by the IER, covers product developments in the three main industry sectors: consumer electronics, domestic appliances and small kitchen appliances, together with market and style trends in all related areas – reflecting changing consumer requirements and aspirations. In addition to this, you will find here expert advice on safety testing and marks, on selling retail finance, making a sales process engaging, and an update on the ecodesign and energy label regulations – which should be of direct relevance to your work.
Sales tips
Each product section includes sales tips – essential for clinching the sale. They contain the advice and many years of experience of the senior marketing and sales personnel of major electrical manufacturers in Britain who’ve contributed to this Guide. You may be familiar with some of them but they are all worth putting to the test!
Staying informed The IER Sales Training Guide is not a comprehensive technical manual. In the electrical industry the technology advances so fast that the products which are hailed as the latest innovations one year are the standard the next, and the models are constantly being revised to accommodate this. Therefore it is important to obtain detailed product specifications from individual manufacturers. The Guide, however, is a sound point of reference for experienced retailers and an introduction for those just learning the ropes.
If you have any comments or suggestions on how to make future editions of the Guide even more useful, please contact me at:
aryland@datateam.co.uk; IER, Datateam Business Media Ltd, London Road, Maidstone, Kent ME16 8LY or call me on 020 8429 5871.
IndependentElectricalRetailer 4
Anna Ryland – Editor, IER SalesTrainingGuide12
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