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Jeffrey Skaret

Training Effective? Worthwhile?

July 22, 2009

As a jeweler, what are your expectations for vendor trainings?

As a vendor, what kinds of expectations do you have for your training programs?

Training of jewelers and their sales associates is one of the most fundamental and key aspects of giving merchandise its best chance for success in sell-through. I think most realize that, but for some reason it is often overlooked or treated as an afterthought rather than something with a well-planned and well-executed strategy.

Vendors are quite good at enthusiastically and effectively selling their jewelry in a store, but not quite as diligent and consistent in providing all the tools necessary to ensure the best chances of that jewelry selling out the door.

It isn’t that people don’t care or aren’t trying. I think it has more to do with a certain lack of time, resources, and talent which causes training to fall through the cracks—both in terms of actually conducting it and in its effectiveness.

Jewelers use a variety of methods to try to keep their associates informed and motivated to make every customer encounter meaningful. From Saturday morning vendor trainings, to DVDs and manuals, and even off-site seminars many jewelers seek to enhance their associates’ knowledge and raise their store’s image.

Vendors may also have a variety of resources available, including some or all of the above, but my experience has been that most rely primarily on the in-store training sessions. Usually it is done by the same rep who sells the goods in and trainings are conducted when he or she has the time, while running through the territory to make more sales.

I have also heard a variety of comments over the years from jewelers and sales associates on training. Things like:

It’s boring.
It’s a waste of our time.
We didn’t learn anything.
Why did we have to come in early for this?
The guy doesn’t know what he’s talking about.
We know more about his product than he does.
Why don’t they ever talk about how to actually selltheir product?
You know, I would sell more if I had more of an incentive.
Why don’t more of them have spiffs?
They treat us like we are a "Sales 101" audience.
Why don’t they ask what kind of objections we face?
I want to know "why I should" and "how I can" sell this over something else.
Clearly he was NOT prepared or into it.

Those are not good and I am specifically focusing on shortcomings here, but this list can go on and on.

So I am interested in your experiences and your expectations of training.

Jeweler:

What do you expect from your vendors for training?

How often, and for how long, should trainings be conducted by a vendor?

How much importance do you place on vendor trainings?

What do you find to be most effective for you and your associates?

Can you give an example of poor (or the worst) training you’ve experienced? (no names please)

Vendor:

What do you expect from your training sessions/materials?

Do you have a formalized guide for training your accounts?

Who actually conducts your trainings?

Who “trains the trainer”?

How do you, or can you, measure the effectiveness of your training?

How do you encourage and ensure consistency of message?

In this BLOG space there has been much discussion about the state of the jewelry industry today. I have presented and we have discussed:

· the basic business model needs to change;

· the lack of stock orders for vendors and over-inventoried conditions of jewelers;

· the evolving role and shrinking population of sales reps;

· brass and glass, silver and CZs;

· and the true value of jewelry and what we do.

Sometimes it is good to get back to basic principles and core fundamentals of business. And one of those is making certain you have the tools, continuing education, passion, and effectiveness to convey who, what and why to your customers.

These things have always been important in business, but never more so than they are right now, at this time, in the jewelry industry. I am truly interested to know what your thoughts, experiences, expectations, and plans are to make sure your business and your associates are most prepared as this industry evolves.

Thank you in advance for your consideration of entering into this discussion. I look forward to your feedback.

Posted by Jeffrey Skaret on July 22, 2009 | Comments (3)

July 25, 2009

In response to: Training Effective? Worthwhile?
JewelryConsultant commented:

The training seminars are horrible. First off, they have you drive over an hour to go to the training destination. Second, you have to sit through their bs for almost a full day. I remember being hungry from the time I got to one at 9am until we finished after 6. They finally took us out to eat, which was well deserved. Running a store is all about customer service. Having employees that are upbeat, courteous, patient, sincere, and knowledgeable about merchandise is going to sell more. Those types of things aren't mentioned, however pressuring the customer is!! My advice for selling more jewelry: 1. The customer is always right, end this no return policy, and no first free sizing 2. Cut prices dramatically for the customer, so we have more people in the store! 3. Give more raises, and more incentives. Although I became Diamond and Gemstone certified, my pay hasn't increase one cent. 4. Close on holidays! Employees will be much happier if they can have valuable time spent with their families and don't resent spending Easter, Thanksgiving, and Christmas at their beloved work. 5. If you want good employees hire good management. If you want sales associates who are kind, thoughtful, patient, pleasant to be around, hire management who not only encourages these things.. but is an example for employees! Real Truth

July 23, 2009

In response to: Training Effective? Worthwhile?
Professor commented:

Sales training is great for stores if presentated by a knowledgable manufacturer sales rep. There are some great sales people in stores who want to learn and do a better job. Jeff has a list in bold starting with "Its Boring" I am very familiar with the list and its comments along with attitudes of store sales people. Some of them think they know everything because they have the experience (right, experience doing the same thing everyday for 20 years) Then there are the great grandmothers still working in stores they think they run because they were born there. Of course they know everything. Then there's the store sales people who beleive no one can afford anything they can't afford themselves. Regardless of the comments about sales training by store sales people the blame for sales people in stores not learning and not selling as they should are the store owners themselves. If I was a store owner and heard some of the sales presentations by their sales people, I would be firing people left and right. Most store owners don't have the back bone to show or teach their people on how they should sell and then enforce the selling procedures. If it was my store I would teach enforce, re teach enforce, until my sales team was running like a fine tuned engine. Then there are the owners who believe his sales people know more then he does.This is the same guy who has his sales people pick out a reps merchandise. This type owner should give up his store and look for work standing next to the parking lot with the others, looking for work. Why do I say this. If a store ownwer can't buy and then instruct his sales people how to sell his way he is or will eventually hit the hard road.

July 23, 2009

In response to: Training Effective? Worthwhile?
GiselleMarie commented:

I like this blog. It hits on the very existance of my income today. Without training, everyone is the same, says the same, nods the same way, gives the same "no mind" nonsense answer or comment. What owners/managers must do to grow their business is listen to the professionals(reps)..interview them before they want to give the training seminar. Ask him/her to perform a 5 min. training seminar to you...ask a couple honest questions pertaining to what his company sells, or how to sell it. If they can't answer or perform, they aren't experienced enough to waste your sales associates, or your time. A professional sales rep can perform that simple 5 min. speech, and answer your questions on the spot. Some reps sell out of the bag.. others perform, service, train,present, and gain the confidence of TCB. What owners need to do to grow their business, is run their business as if they are the owners, not everyone's best buddy...or lets the employee's run him/her. Being the leader of the band, makes the players follow..so the owner/manager must attend the sales training seminars.

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