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| PET GAZETTE | RETAIL TRAINING
To succeed in training,
it’s important to
remember that everyone
learns differently.
brief and translate, some will need to be
shown. Try to identify this within your team
and adapt your style to suit. This is not always
possible, and this is where a freelance trainer
can bridge the gap.
Some products are self-explanatory. Show
them the product and it sells itself. Some are
much subtler in their use. If you are expanding
your payroll, then you have been successful
in selling your brand. Share that knowledge,
passion and enthusiasm with your delegates.
Technical items need a robust
understanding. Especially medical or nutrition
as these products are normally sought out
by a customer with a specific issue. If the
background knowledge is missing here, then it
can falsely display your product. Make sure you
know the difference between what you expect
from your staff and their grasp of the technical
knowledge needed for a successful sale.
TESTING KNOWLEDGE
perfect ways of getting your message out
there and they can save thousands on hotel
function rooms or even just travel time
and fuel.
Pre-recorded product training or pre-
recorded video links can be sent to your
customer or client and can be password
protected if need be. They are both visual
and have the added convenience of flexibility
for the trainee. You can also tailor them to suit
first party/third party training needs.
In person can be one-to-one and a site
visit. Sometimes this can be the only option.
One-to-one training is likely to return the most
revenue for investment though, so it is always
to be considered despite the cost.
A more effective method is to group your
product training with one trainer and multiple
delegates. This can work very successfully for
large chains and corporations as they often
have training days or annual conferences
you can attend.
www.petgazette.biz
GETTING THE MOST OUT
OF YOUR WINDOW OF
OPPORTUNITY
Book well in advance. Remember, you and
your stockists are busy, paying staff to run the
business. There needs to be a clear return by
investing in team training. I would think about
the following:
• What information do I need to be
understood?
• What will directly empower team members
to make more sales of my product?
• Who will best be able to deliver this for
my brand?
TRAINING YOUR TEAM TO
DELIVER THE BEST FOR YOUR
PRODUCTS
To succeed in training, it’s important to
remember that everyone learns differently.
Some people are visual learners and will
need to see illustration, others can read a
No one likes to be put on the spot, but you
do need to work out if your team members
truly understand the training you have given.
Try gently asking some of the most common
questions you get asked by your customers.
Move on to try something a little trickier. If
there are gaps then you must return to your
original questions for the solution – Is this the
right person? Have you given the information
in the best format for that team member?
Are you asking for the right level of specialist
knowledge from that colleague?
CUSTOMER FOLLOW UP
The easiest and most cost-effective way to
discover if your training is working (barring an
obvious upturn in sales) is to automate a quick
survey out to any suppliers who have received
product guidance from your company
representatives. Ask questions such as: Do
you feel confident using this product? Was
anything missing from the training? Which part
of the product training stuck with you most?
Finally, remember if you can successfully
get your team to deliver your brand with
both knowledge and enthusiasm you can
count this as a fantastic achievement for your
company and your revenue will grow.
May 2018