It’s no coincidence that at the beginning of the new year, we are featuring two reports dealing with retail training. Firstly we look at what’s available from the leading electrical manufacturers in terms of product-related training. Major brands which truly value independent channel are very flexible in delivering retail training, recognising dealers’ limitations in terms of time and staff availability. In addition to the showroom-based training, which is probably the best environment for familiarisation with ‘live’ products and their functions, they also conduct in-store training, not only during the day and in the evening, but also as breakfast sessions.
Alongside the product-focused training, there are also sales-skills training courses organised by retra for its members. They are delivered by George Morton who focuses on ‘people skills’ helping retail staff to deal with customers (some of whom are two generations apart from the sales staff), understand their behaviour and recognise their real needs.
You should take advantage of these opportunities – primarily because well trained staff will not only close more sales and sell up to more expensive products but also because a well done job will give them a lot of professional and personal satisfaction – a key factor in staff retention.
Moreover, investing in staff training is the best way to show that you care about them – appreciate their contribution to the company, their daily efforts and their loyalty to you – over and above their wage packet.
Anna Ryland, Editor
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