Gommitment + training = moulding & millwork sales

T HE FIRST thing a retailer needs

I to do to train employees in the basics of selling moulding is to make a firm commitment to training. lt is very easy to give "lip" service to the need for training, but removing employees from the sales floor to attend a session is often impractical.

Once the commitment has been made, a designated time has to be set, scheduled and dedicated to training. Be it before opening, after closing or at a shift change. Your employees need to believe that training is essential and that you are firmly commited to it, David Martin, marketing manager, Marley Mouldings, emphasizes.

They should understand that it is a scheduled portion of the workday and with the same commitment required to training as to selling on the sales floor. If possible, incentives should be established to ensure that training goals are met. objectives can be used as part of the evaluation for raises and promotions.

Training

Story at a Glane

Tips on establishing training goals, setting incentives, schecF uling classes outside working hours...ways manufacturcr's rcp.s can help.. why continuity is important. bottom line re sutts.

There must be a commitment from management and an understanding by employees that it is a requirement. Once these major hurdles have been met, the training portion of the equation will come more easily.

Someone in the organization should be appointed training coordinator to oversee and follow up training requirements. This does not have to be a full time job, but an additional duty like the training itself.

The best way to start training is to take advantage ofservices offered by major moulding and millwork manu- facturers, Martin points out. The store often has a wealth of information in it already through "how to" brochures and videos supplied by the manufacturers. This inflormation can easily be collected and compiled into a training manual for the particular retail environment.

Many companies have training packages available. For companies who have field service representatives, a training session can be arranged for that representative to come in and lead the training.

Marley Mouldings personnel are required to set up and give two training sessions per month as part of their normal duties, Martin explains. These sessions can be particularly useful because "hands on" sessions are possible with more than just information given to employees. The training allows them to actually use and learn to demonstrate products.

With a manufacturer's personnel in-house, it is a great time to clarify any questions a salesperson may have. These sessions are not only beneficial to employees, but give the representative a great deal of knowledge about additional uses for their products and consumer attitudes toward them, Martin says.

Along with using inflormation supplied by manufacturers, he recommends making use of veteran personnel. Knowledgeable personnel in key areas can share knowledge to lift the level of the entire group. Require that this information be shared, he advises.

Even with a wealth of product knowledge, there is still an area that is mostly overlooked-sales training. Employees need to be reminded that closing the sale is the No. I objective.

This is a complete subject in itself, Martin cautions, but a great deal of basic information can be gathered from inexpensive sales training, newsletters, newspapers and magazine articles. Courses are also available in basic salesmanship at local community colleges.

After the commitment to training is made, it must be continually carried on to improve moulding and millwork sales personnel, who will continue to improve a store's bottom line. Martin concludes.