More Training Leads to More Sales
Upselling has always been a matter of explaining products well enough for customers to agree to pay a premium. But highlighting the differences that separate premium from lower-end products is more of a challenge these days, mainly because rapidly evolving technologies blur the contrasts that can be made between the two categories.
To make matters worse, most vendors cut back their dealer training budgets during recessions. But that trend is changing as more vendors realize that dealer training increases revenues and profits for both parties.
“Manufacturers making resources available to do that, who take it seriously, are the ones winning in the share race,” said Jack Halperin, the senior vice president of dealer channel sales at Almo. The distributor runs several Expo events each year with training at their core, and plans to increase training during the Expos this year.