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Active Retail Training Programme

The Active Retail Training Programme – ‘Active Retail’ launches with the first course this OCTOBER.

For full information on the course, delivery, dates/ venues and assessment, please get in touch with Don Gladstone of Peoplework on don@peoplework.org.uk

Aims of the Initiative
The aim of the initiative is to provide a structured, varied skill based course of training and development for sales staff involved in the Outdoor Industry across the UK

Active Retail increases:
• Sales and product knowledge
• Customer service and loyalty
• Work satisfaction
• Store footfall

Objectives
1. To improve the performance of sales staff in selling products to customers
2. To provide all customers with a high quality and professional experience from which they are satisfied with both the product and the service and would choose to return to the same location for further service.
3. To improve the perceived status of sales staff by helping them to understand their role in the success of the business
4. To improve the motivation of sales staff by improving their skills with customers and updating their technical knowledge.
5. To create a professional career structure for people involved in selling in the outdoor industry and to acknowledge its importance in the wider business context.
6. To create nationwide standards that are transferable, measureable and certificated across the industry
7. To help all businesses in the outdoor industry to be successful

Business Benefits
• More effective and motivated sales staff
• Increased sales
• Increased numbers of repeat customers
• Reduced complaints
• Better information on which to make selection decisions for recruitment of new staff
• Annual revenue stream for OIA

Individuals Benefits
• New skills, knowledge and confidence
• Increased, non bonus related motivation
• Transferable qualifications within the industry and also of potential value in other industries
• Improved career prospects
• Initial achievement certificates will be issued to those who meet the standards of the Key Performance Indicators of the programme and it is anticipated that it will be linked to national qualifications in due course.

Features of the Programme
The Programme consists of 2 components:
1. Level One- a one day workshop covering customer care and an introduction to product knowledge plus follow up e learning
2. Level Two-a two day workshop covering more advanced customer care areas and in depth product knowledge plus follow up e learning
The detailed content of these workshops is shown in Appendix 1

Locations
• London (South East & London)
• Bristol (South west & South Wales)
• Manchester (Midlands & North Wales)
• Edinburgh (Scotland)

Assessment
There will be three assessment methods the first will be a short paper based assessment which will be submitted to peoplework at the end of the training day. The second will be an online reflective log, and the third an online test.

All three of these will be marked by a qualified Peoplework assessor. It is important though that any staff member coming on the Peoplework Active Retail programme will do so in conjunction with his or her store manager’s participation. To study and pass either Active Retail L1 or L2 the candidate must have their manager’s ‘sign off’ on each module studied. For instance in the customer module ‘Approaching my customer’ the manager would have to see a change in the sales person’s manner and ability in approaching the customer and the dialogue that would take place. This work based observation will be considered by the assessor in making a judgment on the skill level of the candidate.

Primary assessment will be made against the set identified Key Performance Indicators (KPI). This will take place both during the workshops and at the workplace both during and at the end of the whole Learning Journey process.

Evaluation
All the coaching programmes will include a component of evaluation.
Participants will have the opportunity to give their feedback after each workshop, but more importantly will be followed up to assess the extent to which they have benefited personally and professionally.
Store Managers will have the opportunity to feedback their observations on individual and store performance using an on line form.
A summary of this information can be fed back to the respective Company’s senior management as appropriate.
It is anticipated that an assessment of benefits gained through the programme can be made against costs incurred after it has been running for a full year as shown in the table above.
Suggestions /feedback on workshops will be incorporated into future workshops.

Costs
Level 1: one day workshop plus e learning units
Cost per candidate £120 – OIA Member
Cost per candidate £145 – non OIA member

Level 2: two day workshop plus e learning units
Cost per candidate £245 - OIA member
Cost per candidate £295 – non OIA member

About Peoplework

Peoplework was founded by Don Gladstone. He is a long established and much respected figure in the outdoor industry. In many sectors he is considered to be the person who introduced professional sales training for many specialist areas including packs, equipment and apparel. In addition he is a well known professional outdoor photographer and film maker and a less well known kayaker, ice climber and hill walker.

Nearly ten years ago Don met and worked with Tom Richardson who has now joined Peoplework. Tom spent 20 years in Training and Organisation Development Consultancy working across a wide range of businesses, charities, local and national government and even the UN. He holds an MSc in Human Resource Management. In between times he is a prolific mountaineer and expedition leader having been on 8 expeditions to 8000m peaks. He has also worked with many outdoor brands as both an adviser/ designer and sponsored climber. He is also the Gear Editor for Climb Magazine.

Philosophy

Our philosophy is simple. The success of the outdoor industry depends of having good people at every level from Board Room to Shop Floor.

Workshop Contents

Level One
Each Workshop is divided into a number of separate modules as follows:

Customer Care Level 1

• My customer’s expectation
o What is my customer looking for in terms of practical ‘customer service?’
o Understanding ‘Customer Courtesy’
• My customer’s retail journey
o ‘Welcome!’
o ‘The approach’ – open & closed questions
o ‘Product choice’
o ‘Complimentary sales’
o ‘Closing the sale’
• Key skills
o ‘Body language’

Product Knowledge Level 1

• Apparel
o Category types with features & benefits
o Fitting for comfort
o Basic layering
o Basic coating & lamination’ processes (customer based)
o Enhancing comfort, complimentary sales
• Footwear
o Category types with features & benefits
o Basic footwear fitting
o Laminated and non laminated footwear
o Enhancing comfort, complimentary sales
• Equipment
o Sleeping bags – Category types / Filling / Season rating / Complimentary sales
o Tents – Category types / Season rating / Pitching information
o Stoves – Category types / Fuels / Safety
o Navigation – Compass & GPS

Level Two

Customer Care Level 2

• ‘The approach’ – Creating a dialogue with an open question
o Being confident to give the best advice through dialogue and experience
• Listening to my customer
o ‘Listening not hearing’
o ‘Assurance through listening’
• My body language
o ‘Courtesy and empathy’
• Dealing with a customer complaint
o ‘Listen, empathise, action’
• The ‘Yes’ attitude
o ‘Delivering sustainable, profitable customer service’ – Walking with my customer

Product Knowledge Level 2

• Apparel
o Category types with features & benefits’ – Relating ‘F&B’ to the customer’s specific needs
o Fitting for comfort and understanding the layering system for all outdoor sports
o Coating & lamination processes’ (technical & customer based)
o Enhancing comfort, complimentary sales
• Footwear
o Niche category types with features & benefits
o Footwear fitting – optimising comfort and performance
o Understanding the comfort role of socks, insoles and aftercare
o Laminated and non laminated footwear
• Equipment
o Sleeping bags – Category types / Filling / Down & Synthetic types/
o Tents – Category types / Season rating / Technology
o Stoves – Category types / Technology / Fuels / Safety
o Navigation – Advanced compass & GPS use

Format of modules
Each module uses a standard format for consistency and to enable participants to quickly access the key information and coaching advice. Each module is explained in a logical, linear manner. The methods used will include presentations, demonstrations, practice and role play (using video where appropriate) discussions and group working.

Each workshop will be backed up with a workbook containing the participant’s key learning points from the workshop supported by an e-learning handbook which includes:

➢ Key module aim
➢ Customer expectation
➢ Module content
➢ Key performance indicators on the shop floor
➢ Sales scenario coaching & questions including role play
➢ Training aids
➢ Module summary

The e-learning element of each workshop is a checklist of important questions from it with multiple choice answers. It will be sent to participants after the workshop and used as part of the evaluation.
It would be expected that the course would be completed by candidates within a 6 month period. Completion will be measured by the achievement of the Key Performance Indicators rather than mere attendance. A certificate affirming that the candidate has both attended and reached the standard of the Key Performance Indicators will be then issued in the name of the OIA. Where a candidate does not meet the standard additional support will be offered by Peoplework. Where a candidate fails to meet the standard a certificate will not be issued.

For more information on the course, delivery, dates/ venues and assessment, please get in touch with Don Gladstone of Peoplework on don@peoplework.org.uk

Rachael Williams, HR Manager, Oswald Bailey

“It has been a pleasure working with Don over the last 12 months. Our new “Walking with the customer” programme ensures a return to intuitive customer service, focusing on individual customer need. Don Gladstone’s expert knowledge of the outdoor industry means that he gains buy-in from staff and management alike. Don takes a holistic approach to training and he focuses as much on the audit side as on the delivery of training. This ensures that any training undertaken is measured and reinforced thereby ensuring a true cultural shift within the business.”

The Directors, Joe Brown shops

"Joe Brown Shops have been trading for over 40 years. They have the reputation of being amongst the very best technical outdoor & climbing shops in the UK.

We take training very seriously as we see the benefit to staff and customers alike, in fact our reputation and success depends on continual improvement and investment in this field. We are exposed to many different styles and methods of training and the quality and effectiveness varies tremendously.

Don Gladstone, through Peoplework, has worked with us on many different occasions over the past 10 years and has delivered training to our staff in many areas of the business including, footwear fitting & after care, Gore-Tex fabrics and technologies, Proofing's, Socks, technical clothing etc. He has also worked with us to advice on merchandising and shop presentation.

We would say categorically he has always over delivered on expectations and provides by far the most effective and professional training in the Outdoor Industry today, he is also a very passionate and genuine person and a pleasure to work with."

 Angela Robb - Retail Marketing Associate

“Having worked with Don on a number of training & development projects I have always found him to be motivational and committed; his approach to training is people- centered and he demonstrates an energetic desire to make learning both fun and effective, be it through face to face group sessions or the development and delivery of a training manual. Don has always delivered a focused, effective product which creates a lasting loyalty to the brand and positive impact on sales.

I would have no hesitation in recommending him.”

Harvey Mills – HR and training consultant (ex BLG HR Director)

“I have worked with Don Gladstone (Peoplework) for a number of years and have found his approach to training & development to be methodical, pragmatic and people-orientated. He shares an infectious enthusiasm for learning at every level, and always receives ‘rave reviews’ from his sessions. His technical knowledge is staggering, and he has developed a way of being able to convey detail and meaning through presentation and documentation most effectively. I would have no hesitation in recommending Don or Peoplework. I look forward to working with him again soon.”

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