Upping Your Performance
September 29, 12
Kate Peterson is the president of Performance Concepts, Inc. a company founded to meet the education, training and business development needs of the luxury retail industry. IDEX Magazine editor-in-chief Danielle Max discovers her top tips for increasing education and training in the industry.
Kate Peterson: First, let me make a clear distinction between education and training. Education is the delivery of essential information. Training is the development of the critical skills necessary to convey that information in a way that creates customer satisfaction and company profitability.
As an industry, we are very fortunate. Thanks to resources like the Diamond Council of America and GIA, we have access to the finest in technical and product education.
We recognize, though, that all the education in the world will never make the register ring! Where we lack, I believe, is in our relative inattention to training with regard to the ever-evolving needs of the customer. Sales training is more than simply reading product information or learning a step by step process or memorizing lists of features and benefits. It’s about developing the skills associated with the art of communication – beginning with effective listening and working through highly personalized presentations that combine appropriate product information with specifically focused questions and explanations.
What mistakes do you see people/companies making when it comes to training and education?
Failing to distinguish between education and training – assuming that completing a GIA or DCA course in and of itself will develop the skill it takes to make a great salesperson.
|
Kate Peterson |
Failing to make training a priority – both in terms of time and budget.
How can people make the most of the options available to them, i.e. trade shows/conferences?
Know what’s out there – locally, regionally and nationally. Look carefully at programs and don’t assume that every program will contain information that is relevant for you. Send individuals to shows and presentations that are most appropriate for the individual, even if it means that some people get to go and others don’t.
What is the one thing you would advise people to do to improve their education?
Recognize that it takes a lot more than sitting a group down with a book or a video to facilitate real learning. The most effective teams are those who have been trained by managers who understand learning styles and who appreciate the importance of application and practice. In addition, an organized, step-by-step protocol is essential to building consistency and ensuring ongoing growth.
How can people educate/train themselves without investing a great deal of money?
There is a great deal of information available at no cost at all – online, in the trade press and at shows. In addition, organizations like the Diamond Council of America make high quality education available for a very reasonable price. (For example, a program with which a retailer can train an entire sales team on the all-important skills involved in selling bridal jewelry for $99).
Many training companies also have scalable programs that make the very best in training and education available to even the smallest stores.
How much should businesses be spending on educating their employees? Are there any qualifications out there that you can recommend?
In general (not just in the jewelry industry), the best employers spend an average of 2-3 percent of payroll on training and education. In terms of qualifications, The Diamond Council’s certificates of completion in Diamonds, Colored Gemstones, and Beginning and Advanced Selling Skills are a great place to start. GIA’s Accredited Jewelry Professional program is also significant. Jewelers of America offers professional certification in sales, management and bench proficiency.
During the downturn, did people cut back on education/ training, or did they use it as an opportunity to improve their skill-set while it was quiet? What are the ramifications of their choices now?
There were some on both sides. It’s no surprise that those who took advantage of the opportunity to invest in their people are reaping the benefits now. Customers are back – and more demanding than ever. The stores that are best prepared are clearly those who are in the best position to capitalize.
With so many changes going on in the industry – especially from the Internet and increased consumer awareness/knowledge – how can people stay abreast of these new developments and make sure they are up-to-date?
Begin by abandoning the assumption that experienced or “well educated” associates are fully trained. Training needs to be an ongoing process. New information is available almost daily, and our trade press does an outstanding job ensuring that details regarding everything from new product availability to gemstone and diamond issues, to new studies in consumer behavior are broadcast regularly. It’s the responsibility of store owners and managers to ensure that associates who represent their brand to the public are kept up to date and informed.
Additionally, the real professionals in our industry, at every level, are the ones who are driven by a passion to learn and to grow. They seek out new information and are more than willing to share it with teammates, in the best interest of protecting their brand promise on a consistent basis.
What quick education tips could you offer our readers?
Have a plan. Know what is important to your brand in terms of professionalism and service, and see that every associate is thoroughly trained in all of the skills and elements required to support your brand promise.
Get help. Many owners and managers like to think they can be good trainers – but this is important. Using the right professional to design and/or deliver your program will be a very worthwhile investment rather than an expense.
Don’t assume that people who come to you with experience actually know what you need or want them to know. Put every new hire through a basic orientation and training program. Those who genuinely do know what they’re doing will get through a lot faster than a novice.
Be consistent, and make training a priority. A team of knowledgeable, skilled professionals are the key to the success of your brand!
Which trainer/leader/educator do you most admire, and why?
There are many in our industry, each of whom has his/her own particular virtues. At the top of my list is Terry Chandler, the CEO of the Diamond Council of America. Terry is a leader in our industry, actively involved in many organizations, serving on many boards and giving incessantly of his time, energy and expertise to make things better for people in any way he can. In addition, he’s built the Diamond Council into a truly formidable organization, making extraordinary quality training and educational materials available at very low cost throughout the industry.