It's not always easy to find extra time or to motivate employees after a long workweek. But training is essential in today's
business environment.
"The top 20 percent of businesses — the people who are forward thinkers — are the first to sign up for classes," states Mike
Sires, president of Profit Partners, Inc., which conducts business training for the Automotive Distribution Network. "But
I'm still very concerned about the other 80 percent that can't seem to make time for training. They have all the excuses in
the world, but are the first to admit the old ways aren't working as well."
So just what kind of training do your channel partners need? Common business practices, many say.
"One of the most important things for our employees is sound business practice training, not particularly sales training or
product knowledge," explains Duke Young, president of Pat Young Service Co. Store managers, who are running small businesses, must keep computer systems up and running, make bank deposits and take care
of the inventory.
Young continues: "I would say store managers, in particular, really feel the need for training from the top down. When you
have a lot of stores and they're spread out, managers want to do their best, but they don't always get enough communication
from top management. Training allows us to give them the information they need and to prioritize what needs done in the day-to-day
running of the store."
Having conducted business training at all levels of the aftermarket, Sires notes that sales roles are changing — and the training
must evolve as well.
"One of the biggest things we've seen for a long time is the idea of the 'good 'ol boy' is dead and the salesperson has got
to start bringing business management tools to the customer to help them survive," he states. "It's not a part in a box or
price anymore — it's the total package that will help the jobber and installer survive in the future."
Sires adds that teaching industry veterans to use the tools of today is another important lesson. "Instead of carrying a clipboard,
they have to carry a computer; instead of carrying a calculator, they have to carry Excel spreadsheets," he says. "They have
to be Internet savvy not only for themselves but also for customers. The (salespeople) who have been in the industry for a
long time are struggling with the change."
From three-day sales boot camps to jobber professional training series and service writer training, Profit Partners increased
the effectiveness of its training programs by implementing total accountability.
"We make assignments and return to hold them accountable and move the ball forward. We also provide an 800 number they can
call for support in the field," says Sires. "Without accountability, you have a four-hour rah rah session." The Network has
75 percent training participation from its members.
