feature: recruitment & training I
n a rapidly evolving world, staying ahead in your chosen field requires continuous
learning and skill enhancement. For retailers, it’s not only important to remain informed of the latest trends and technological advancements that influence what consumers want in their homes, but also to remember the fundamental sales techniques that ensure your customer feels confident that the advice you supply is from a trusted and knowledgeable source. As a recruitment agency and online training
provider, Simon Acres Group Limited has vast experience with industry specific training. One of the courses provided by the Group is an ‘Introduction to Showroom Appliance Sales’ by industry expert, Ray Isted. It is a valuable resource for retailers who sell appliances for training new staff. It’s also a useful module for retailers who are looking to expand their appliance offering and to help guide those who sell fitted kitchens. Ray Isted, former Head of Training at
Whirlpool, shares some highlights from the module and some top training tips…
Building a rapport The ‘meet and greet’ when a customer walks through the showroom door is, and I think you’ll agree, one of the most important parts of the sales process. First impressions count and it’s important to be friendly and approachable but not overwhelming. Rather than saying ‘how can I help?’, allow the customer time to look around and tell them to come to you if they need some assistance.
When the customer re-approaches you, use
clever questioning to assess where their current level of knowledge is and understand their needs. If they have had their current appliance/s for over 15 years, they are likely to be unfamiliar with the multiple functions and various programmes on appliances available today. Ask if they spend a lot of time cooking from scratch and try to gauge whether they would make use of the latest tech innovations such app control. Aligning your customer’s values with specific functions that you believe will enhance their daily routine will help garner further questions and guide you towards a sale.
Top selling tips: Ovens: Firstly, ask your customer about their current oven. It is likely that it will be many years old, and technology will have moved on significantly since they bought it. Go on to mention the various functions that modern ovens have, going into detail on two or three programmes that you think the customer will be most interested in. However, be careful not to put them off with too many technical terms and
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www.ierdaily.co.uk Ray Isted and Simon Acres
don’t baffle them with too much information at once. Induction hobs: Induction technology is still a new concept to many consumers, so the most important tactic is to focus on the benefits. Start by explaining how an induction hob works by creating heat through a magnetic field between a magnetised saucepan and the coil underneath the glass. Your customer may be thinking ‘why would I buy a hob that needs special pans?’ or ‘surely this must be slower than a flame?’. Explain the finite control that an induction hob provides and the fact that it delivers direct heat, making it a fast and precise way to cook. Also mention how easy to clean induction hobs are compared to gas hobs. Seeing is believing and this is a great appliance to demonstrate in your showroom. Dishwashers: Always focus on the water saving benefits of using a dishwasher, especially if the customer has a water meter. Many consumers still believe that washing up by hand uses less water.
PEOPLE MAKE THE DIFFERENCE
Expel this myth while also explaining the hygiene and time-saving benefits of owning a dishwasher. For any customers that already own a dishwasher, focus on how newer models are quieter, more efficient and have cleverly designed baskets to allow for easier loading with more place settings. Having a model loaded with crockery in your showroom will demonstrate the clever internal designs of modern dishwashers. Cooker hoods: Find out the size of your
customer’s kitchen to ensure you recommend a cooker hood with the right extraction rate. It will be very frustrating for the customer if they have a beautiful cooker hood installed, only to find their cooking odours still linger after cooking.
Find out more and enrol onto the appliance sales training course here:
https://simonacrestraining.co.uk/ introduction-to-showroom-appliance- sales-by-ray-isted-online-course/
Summer 2024
Recruiting the ideal staff, then training them
A few simple tips from Simon Acres Group, the recruitment agency and training provider, to assist in the shopfloor selling of MDAs and the importance of continual training.
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