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GUEST EDITORIAL
Training
- An Investment in the Success of Your Business
Keeping up to date on developments and trends translates into sales.
by Laura King
Have you ever watched “Trading
Spaces” on The Learning Channel (TLC)? I’d venture to
guess you have. Reality home makeover shows are a huge success and
have helped generate interest and educate consumers in decorating,
design, trends, color and, of course, products.
Along with viewing home makeover shows, consumers are also more
inclined to educate themselves through the Internet—it has
become second nature for consumers to research products before purchasing.
For example, Hunter Douglas’ Web site had more than 79,800
hits in February alone!
For many reasons, consumers are more knowledgeable than ever when
it comes to making large purchases. It is extremely important that
you and your employees are up to date on changes, developments and
trends in our industry to build rapport and solidify your relationship
with the consumer immediately.
That’s where training comes in.
A NEW LEVEL
The American Society for Training & Development recommends businesses
spend five percent of their overall sales on business development
and training each year. Education provides your company with a competitive
advantage and establishes credibility with consumers. It also empowers
your employees with confidence and personal worth.
Not only is it important to know the features and benefits of the
products your company carries, it is just as important for employees
to understand the overall business. I’m sure you will agree
that everyone in your company wears many hats—one individual
may be the salesperson, accountant, marketer and installer all within
the same day. In order for your business to reach its full potential,
your employees need training to successfully represent your company
and feel confident in their daily responsibilities.
Elmar Window Fashions’ LeadingEdge Training Conference was
designed to elevate your company to a new level. With outside industry
experts such as Jon Schallert, retail marketing consultant; Lauri
Garretson, professional sales training consultant; and Deborah Burnett,
an award-winning ASID registered interior designer, our 2004 Conference
is rewarding and exciting for all. Some of the topics covered include:
• Marketing and advertising effectively
• Exploiting the weaknesses of superstores and competing with
discounters
• Increasing your sales and bottom line results
• Delivering a winning sales presentation and overcoming customer
resistance
• Incorporating new and innovative design trends into home
interiors and window coverings
• Using light, space and color effectively to enhance home
décor
We understand the importance of providing top-notch, business development
and product training to help grow your company’s success. Customers
who attended LeadingEdge Training sessions in 2003 experienced an
average of 28 to 30 percent increase in sales of our high-end product
categories!
The window coverings industry is changing all the time—it’s
up to you whether you and your company change with it!
Laura King is marketing communications and merchandising specialist
for Elmar Window Fashions, (800) 356-2710 ext. 113, or visit www.elmarinc.com.
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