Increasing customer engagement with staff training

on 02 April, 2015

Installers and builders are always looking at ways to save their pennies and will often shop around for the best deal. So how do merchants increase customer engagement to keep their customers coming back?

Switched-on merchants know that builders and installers want to visit stores and be engaged by knowledgeable retail staff to help them take home the right products for their job. Knowing how to achieve and maintain this level of engagement day-in day-out is a major challenge for merchants, and even the best often need help with it.

Experience shows that what the customer values more than anything over any app, promotion, website or voucher is a person who has been carefully trained to deliver product information and installation advice.

Putting your staff through a simple day’s training course on a specific product line can help increase your sales and ultimately your market share. Developing product and sales knowledge helps your sales staff to identify a customer’s current and future needs more easily, and gives them the confidence to sell higher ticket items, resulting in tangible benefits.

It also gives sales staff the confidence and skills to up-sell and cross-sell more effectively, generating more revenue.

Flexibility is also a key consideration when looking at the overall training package. Merchants should be given the ability to pick and choose different modules to suit their needs and their retail environment, and this is certainly an approach that we take with the courses at our state-of-the-art innovation and technology centre.

So don’t miss out on giving your staff the skills and knowledge to sell more effectively, generate repeat custom and overall produce substantial commercial benefits.

Debi Boulton is brand manager at Dunlop Adhesives.

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