Due to demand from the dealer network, AriensCo took their Sales Skills events on tour at the end of 2018 with great success.
Sales Skills 1 and 2 took place at Countax House, Oxfordshire and Ripley Castle in North Yorkshire. Both events achieved the highest attendance at all four sessions since Sales Skills launched in 2016. The company says dealers were very enthusiastic and comments were highly complimentary.
“We learnt a lot over the last two days, we definitely have lots of things to implement when we get back which will help us build a better business. It’s definitely worth taking the time to attend a Sales Skills event as you learn so much!” Was the comment from Tom Sissions and Karl Terry of Country Machinery.
Sales Skills 1 focused on creating the right conditions for selling and selling techniques - helping dealers forge long-lasting relationships with their customers, as well as developing product knowledge. The aim here was to help increase showroom footfall and build a more profitable business, highlighting the ‘value-added’ service and using the techniques they learned to promote it. The event also gave dealers the opportunity to share ideas on improving customer experience in their showrooms, such as access to the dealership, customer facilities and product displays.
“The course was very informative. It’s clarified a lot of things in my mind that when I leave here I’m going to implement," said Charlie Kirk of CW Kirk Lawnmowers Ltd. “I want to get my showroom looking tip top, first impressions do count. Even if you’re not an AriensCo dealer I think you should still attend one of these Sales Skills events.”
Sales Skills 2 focused on marketing practices, providing dealers with practical advice to attract customers into their showrooms. This in-depth coverage comprised marketing communication theory and practice including segmentation, targeting and positioning, and building an effective marketing strategy. The dealers were introduced to practical examples and application of 'The Promotional Mix'. They were then encouraged to write their own boiler plate, after learning about the importance of a company having a vision, mission and values statement.
“We learnt a lot about how to better promote ourselves to our customers and make ourselves more available to meeting their needs. We need to think about everything from a customer’s perspective, what they see when they walk through our front door and how we can make the experience even better for them!” said Alex Matthews, Cheltenham Garden Machinery.
“We want to be positive and inspiring," says ArienCo’s John Horn. “We want to convey the message that if you attend a Sales Skills event you will be able to implement what you have learnt with almost instant results. I think above all that’s what the dealers have taken away with them after these events.”