Pure Quality

Danielle Max asked CEO Eyal Atzmon, a second generation diamantaire who has been involved in the diamond and jewelry industry since 1981, some questions about the organization’s recently launched training center.

Danielle Max: What is the EQC training center?

Eyal Atzmon: EQC Training Center (EQC-TC) is the first in its kind to gather real life experts from the luxury industry to teach those who are looking to improve their management or sales skills. EQC also offers an “EQC Passport” showing what kind of different training a person followed. It can serve as a proof of achievement, which can be joined with any CV, when one is looking for another job or wishing to enter the luxury industry.

Why did you decide to set it up?

In the beginning we offered training programs only to our EQC members in order to help them improve their staff’s sales performance. Later, we were asked by our members to help them to find staff, to interview and to train them, preparing a “ready” sales force. This initiated the EQC-TC. It is also an extension of our buyer group services.

What did you see as the need for another education provider?

This type of training/education is not available to all and is hard to find, for the simple reason that this level is reserved for the very big and well-known brands. Those brands tend to keep silent about their training methods. The large brands are constantly training their staff. We have statistics to prove that trained sales staff have 30 to 40 percent more sales then non-trained staff. Management training improves staff loyalty, and offers higher sales performance.

What is the main purpose of EQC-TC?

To improve sales performance. It is absolutely necessary today to update the sales force in the retail sector on the “New Type” of customers – the after-crisis customer – in order to increase the conversion rate (increasing the number of buying customers from visiting customer) and to help the retailer inspire confidence and build and maintain a quality customer database.

Who is it aimed at?

It is aimed at retailers who wish to improve their knowledge and performance in management, product and sales. This can be the young generation entering the family business, the existing sales staff who wish to improve sales, and finally, it can also be the new force – talented people who lost their jobs due to the crisis and wish to enter the luxury world and find a job in retail.

What courses are on offer?

We cover diamond, gems, jewelry and watches, so the selection is very wide and covers all luxury products. We also help jewelry retailers enter the online world of sales and we even train them in how to correctly use the IDEX Online system and other available tools.

The diamond and gem part is given by HRD Antwerp, which has developed a short training specially adapted to EQC and our retailers. We also combine security and crime prevention tips in combination with the management and sales training in order to enhance retailer's and their staff’s vigilance and awareness to help minimize any kind of criminal aggression in the shop. We even offer special training to retailers and to travelling sales people, given by our partner ISPS, based on their experience as ex-secret service agents. Some insurance companies even offer reduced prime rate for companies that take this particular training.

How are the courses conducted?

Each course is given to six to 12 people and is based on an interactive method by inside-industry people. Our main instructor and the manager of the EQC-TC center is Charles-Henri Garnier who has more than 20 years of working experience with the international jeweler Cartier. During his two decades of working at Cartier, he amassed a wealth of experience. He joined EQC in January 2010 as the education director, sharing his vast expertise as he developed innovative and effective training programs for luxury retail sales staff and managers. Now for 2012-2013 we have a modified program that covers other types of sales scenarios such as those needed in China and India.

Can you say something about the program targeting the Chinese luxury market?

Sorry, I can’t give you details for the moment, but I can say that the Chinese luxury market is advancing rapidly and the Chinese are eager to learn. They really go fast. I am happy and proud that EQC can be a quality participant in the luxury industry that is developing in China.

Does anyone else offer a similar program?

There are training schools that teach sales, and so on. but to my best knowledge it is academic based only, few offer the experience of the “Real” insiders – I can say that we have the top specialists in this field, and we are the only Antwerp-based training center at this level. 

Where do you see the training center headed?

This is hard to say, I focus on quality and results, and hopefully we will be recognized as part of the luxury industry worldwide.

What do you see as lacking in education in the industry?

Excellent question and a short answer – A lot! So many good retailers are fading; others don’t realize the change in customers’ behavior, while still others are confused due to the new after crisis reality. Some see fewer sales and don’t even know why, while others identify and adapt and are increasing sales. Retailers are getting confused as they lack the why, how and what of today’s jewelry industry. I think education is necessary and mandatory, as the future will show.

Is there anything else you would like to add?

Yes, based on research conducted by us, the European Quality Circle (EQC), and research done by other research centers, it is clear that customers have changed and are behaving differently. They are making their choices and taking decisions differently, therefore retailers need to learn and adapt their sales strategy. This is the key to success for the future and the key to survive in the actual economic situation.

I share the opinion that education and adaptation will be the natural filter of our industry. Customers are more educated, most of the time they check online and gather so much information that very often they know more than the sales person in the shop! So what kind of confidence these sales people inspire? Are they going to make the sale – or not?