SPECIAL
REPORT
Dealer
Training Equals Increased Profitability
From selling to installing, Elamr's training sessions pay off for
dealers.
For the past two years,
Elmar Window Fashions, Willow Grove, PA, has set the bar high on
dealer and installer training. More than 1,400 window coverings
professionals have experienced the Leading Edge Training Series®.
This three-day intensive training workshop focuses on business-building
skills, selling techniques and hands-on installations, and special
guest speakers have contributed to an overall 33 percent sales increase
for those dealers that attended.
Elmar Window Fashions believes in providing business solutions to
its customers so together they experience positive sales and profitability
growth. Consider this: Research shows the average sales price increases
27 percent when retail staff is proactive about offering product
information, informs the customer on new opportunities and provides
consistently good service throughout the customer interaction. By
educating dealers on higher-end products such as shutters, motorization
and Hunter Douglas “ette” categories, dealers are increasing
total sales substantially. Together, the increased product knowledge
and new selling techniques are paying off!
FROM INTIMIDATION TO COMFORT
Installers also have realized the tremendous benefits to hands-on
training. Elmar offers installers the opportunity to practice with
various moldings, frames and trims in full-size window openings
to ensure each installation is perfect. Practicing with each product
category, including hard-wired motorization, helps reduce costly
call-backs and removes the fear of selling higher end products.
Joel Herman, from Herman Textiles in Ohio states, “I’ve
been in the business for years, but I still picked up a lot of installation
tips that I will use. I especially liked the motorization class—it
took me from intimidation to comfort.”
COMMITMENT STRONG THROUGH 2005
Moving into 2005, the commitment Elmar has made to dealer and installer
training will continue to increase in momentum. The Leading Edge
Training Series will comprise three different classes and provide
a solution for all window coverings professionals, regardless of
experience.
The lead program, called Breakthrough, will be held in 10 different
cities along the East Coast. This six-hour event will be conducted
by Elmar’s experienced training staff and is designed to provide
all the information on new Hunter Douglas products introduced in
the spring of 2005. Business strategies reviewed will include:
• How to conduct a professional design consultation by asking
the right sales questions, understanding customer needs and delivering
sales presentations with impact to overcome tough price objections.
• Creating an in-store or in-home selling experience that exceeds
expectations.
• Increasing traffic with creative advertising and marketing.
Plus, an added bonus will be the opportunity to learn about the
new Showcase Priority Dealer Alliance Program for 2005.
For the new business owners and new salespeople, Elmar is proud
to introduce Welcome to Window Fashions. This full-day Hunter Douglas
product program will be held at Elmar’s Willow Grove Training
Center on four different dates throughout the year. It has been
designed to be interactive and entertaining, utilizing an on-site
Window Fashion Gallery and training workshop to learn every product.
Lastly, Elmar will continue to offer the very popular Installer
Solutions training programs. Led by the experienced and entertaining
Hal Ferguson, these three-day workshops will leave you with a wealth
of knowledge and confidence on how to troubleshoot, repair and install
all of the Hunter Douglas products. You can choose from motorization,
shutters or core product to focus on, or attend all three.
The approach Elmar Window Fashions has taken by creating strong
customer partnerships goes beyond excellent customer service and
product support. Training is a critical component of the relationship,
which has proven successful for many of its customers.
To learn more about Elmar Window Fashions, dealer and installer
training, or to view a course description and register, visit www.elmarinc.com
or send an e-mail to training@elmarinc.com. Elmar can also be contacted
at (800) 356-2710.
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