The quality of training in the showroom business is all over the place. Training is not like selling; they are two distinct talents. A few companies create solid content but have not trained their trainers on how to train (say that fast three times). Other vendors weakly educate the local representative and tell them to go forth and educate all involved. They send them in with catalogs and some samples. Really, is that how a brand should be presented?
Here are some notes:
- No one looks forward to product knowledge training sessions. Showroom salespeople are extremely busy and do not want to give up the time during the day. Also, no one wants to come in early or stay late.
- Abide by the Venture Capital pitch 30/30 rule. No font should be smaller than 30 pts. and no presentation should be longer than 30 minutes. In a perfect environment our minds can only stay focused for a maximum of 20 minutes. So build a solid 20 minute presentation and leave time for questions. Do not overreach, you will not gain a thing. In fact, you will lose what you gained in the first 20 minutes.
- Do not train on a product that is not yet on display or ready to ship. The salespeople will forget all the information by the time you are ready to receive orders, even if it is just a week away.
- Beta-test your training content in the field. Present your new training program to a few local showrooms, then note and implement the feedback.
- Train your own customer service team first. Present the training draft to them first and gain their feedback. Then, when a showroom salesperson calls with a question that references the training, everyone is on the same page.
- Do not hand out any reading material during the presentation. You want the trainees to look at the presenter, not at a price book.
- Recap, ask questions and offer rewards during the 20 minute training. Questions keep them engaged and rewards help all stay attentive throughout.
- Do share actual product samples…LOTS of samples. It is proven that if people have product in their hands they will remain engaged.
- If offering food, save it for AFTER the training. If they have food during the session, they will focus on that.
Finally, if you really want to do it right, hire a 100%, full-time trainer. As we noted above, your talented sales people and representatives are not always adequate trainers. Do you really want to get into an automobile with new brakes that were installed by a mechanic that was trained by the brake manufacturer’s local salesperson? Then why do you ask talented salespeople to educate the salespeople that sell your brand’s story to design and building professionals?
If your training content and presentation are solid, you’ll always get the best product knowledge training time slot and the showrooms salespeople will gladly attend ready to learn.
A version of this article appeared in the February Issue of Supply House Times
Jeffrey Valles 