I had a handful of great interviews with distributors late last month for our upcoming July cover story on sales training methods.
I don’t want to dive too deep into our discussions and spoil what we have coming for you next month, but I do want to pause and look at something that was mentioned by nearly every distributor I spoke to in May: how employees perceive training.
I bring this up because while the methods for training counter and sales people are diverse, employee responses to them typically are not. From the interviews I’ve done recently and other industry discussions over the years, it appears front-line employees are almost universally grateful for any training they receive.
That gratitude seems to stem from two distinct factors; one obvious and one not so, yet possibly more valuable.
The obvious factor is the information provided. Training makes it easier for your employees to do their job. It makes them better.
The not as obvious but arguably more valuable benefit is anchored in perception. Employees want to do a good job. But they also want to be valued. They want to be appreciated. And in the conversations I had last month, it’s clear that a distributor willing to invest in its employees — either by bringing in trainers or sending employees away to train — is likely to see those same employees remain loyal to their business for years to come.
I know it’s easy to look at this and think, “Yes, that’s obvious.” But obvious doesn’t make it easy. Training is an expense. A supplier may not require a payment to come to your facility and put on a product training, but if you’re keeping your employees late or pulling them from your counter, it’s costing you money.
