Showroom Training With Your Local Sales Representative: By DPHA President Ryan Paul, with input from Dealers, Manufacturers and Independent Sales Reps.

How do you motivate a showroom sales team to present a product with conviction and passion? How do you best engage your audience and make presentations memorable? How do you approach sales people during a presentation when they each have a different level of knowledge? These are all significant challenges. One thing is certain, a single presentation delivered the same way – over and over – will not impact or resonate with the broad spectrum of personalities in our unique markets. Training salespeople is a craft.  An art.

A great sales representative knows a “one size fits all” approach is a poor way to train. As an expert both on product and on sharing information, a quality sales rep succeeds in exciting and motivating listeners. When focusing on a strategic purpose while also resonating with participants, the sales representative becomes an even more valuable asset to the manufacturer and showroom.  Such expertise often becomes the deciding factor when the showroom chooses to partner with a brand, or a manufacturer chooses to contract with an independent rep agency. 

Your local sales representative knows their local market and has the personal relationship with the showroom sales teams that contributes to effective brand and product training.  As a result, good things happen. Everyone benefits financially.

LOCAL MARKET

A significant aspect of valuable training includes information about what is happening with the manufacturer and the product segment on a national level.  Also important, is how the brand and new product fit into the local showroom and market.  The local sales representative is in a strategic position to understand the micro-geographic market, allowing them to train on how the brand or product fits the need in a specific showroom.  

A quality sales representative focuses training on aspects that most impact sales staff in their specific market.  Styles and finishes that sell in one part of the country aren’t necessarily appropriate for the consumer and showroom in another market.  Local design trends from New York to California to Florida to Texas are often not the same.  Regional certification and code requirements differ from market to market.  Finally, the sales representative can employ relevant examples trending in their market.  

LOCAL RELATIONSHIPS

The local sales representatives in the field maintain and cultivate relationships with the showroom salespeople, architects and designers in the territory.  Consequently, local sales reps know what interests and excites showroom personnel as well as their level of industry knowledge. That understanding enables the local sales representative to cater a training specific to the needs/wants of that showroom and each salesperson. Such presentations connect on a personal level of understanding and empathy.  Personal relationships most often make the difference between success and failure.

The local sales representative is balancing not only the qualities of the brand and products they are engaged to represent, but also the concerns and interests of the local showroom and their sales people.  The local sales rep is best positioned to address genuine concerns from a showroom honestly yet diplomatically, allowing relationships to grow and strengthen. Over time, a bond forms between a quality local sales representative and the local showroom sales people.  That increases the ebb and flow of discussion because everyone feels more comfortable and open to embracing new ideas.  Open and involved discussion during a brand and product training leads to better understanding and willingness to in turn share with clients and customers.  The showroom appreciates and relies on information from a trusted local sales representative with a long-standing relationship. Education takes root.

DPHA SALES REPRESENTATIVES

The industry expects DPHA sales representatives, the crème de la crème, to have a deep knowledge of their industry, the product, and the ins and outs of each brand they represent.  Most representatives have a long and enduring historical perspective of those brands. They tie that background into top-tier training on luxury brands and products.  A respected DPHA sales representative presents with a targeted approach while simultaneously capturing the attention and developing the enthusiasm of their audience.  

In the face of the pandemic, this group of sales representatives has been adapting and changing more than ever.  This includes, amongst other activities, the rise of web-based video training.  Many DPHA representatives have built long-term relationships that open doors and computer screens to the opportunity of conducting a training. 

THE FUTURE OF TRAINING

As we emerge from the pandemic into an ever-evolving world and marketplace, training platforms and approaches will also have to evolve and most likely include a mix of formats.  Web-based live video training is a creative way to stay in touch and help deliver time-sensitive training on new product and programs to multiple people and locations.  In addition, there will be a place for vendor created “canned” video training modules that a showroom can use flexibly to provide training on specific products when time allotment is tight or irregular.

In-person training proves the most effective at building a stronger personal connection, which ultimately facilitates a feeling of trust, comfort, and excitement towards a brand, products, and the people who represent them.  In-person training permits interaction, which fosters reading the audience. Thus, the sales representative directs the discussion where it needs to go for a lasting impact.  Sometimes an in-person training will consist of a complete staff training, sometimes a one-on-one training… sometimes a time slot of up to 90 minutes… sometimes as short as 15 minutes… sometimes very basic… sometimes more advanced and technical.  These trainings are uniquely tailored to the audience and the salesperson’s availability.  

The local DPHA sales representative exudes passion about their industry, their brands and products, and their partnerships with local showrooms.  They offer a valuable perspective for impactful showroom training.  Please invite your local sales representative in and reward the best with mutual support, partnership… and business.