sportFACHHANDEL running 4_2015

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46 RETAIL sportFACHHANDEL – running 4.2016 Training pays off From specialised dealers Who or what does persuade a customer to buy in a specialist shop these days? Online platforms offer the product and the price as well – the key element of the stationary trade is competent, personal and inspiring customer service. Therefore, professional training is essential for specialised retailers. The unit of specialised running shops of the Sport 2000 group, the Laufprofis, sets great store on new standards in customer advice and trains the retailers as Experts in Runner’s Advisory with the German Chamber of Industry and Commerce examination. © SPORT 2000
sportFACHHANDEL – running 4.2016 RETAIL 47 to experts Today, having personnel with excellent know-how is a significant resource for a shop, according to Jörg Seifert, Managing Director of the Laufprofis. “Nowadays, sales persons have to deal with well informed customers. Therefore, the retailers have to be always one step ahead. Particularly specialised dealers have to meet very high requirements. We want to convey the know-how for the best and latest form of customer advice with our newly created training courses,” Mr. Seifert explains. The motto of the IHK certified practical training is ‚Always well advised –more expertise and its practical implementation in the shop‘. Over the course of six months, the training for the future experts is divided into three sections. The training programme started with the experts’ seminar about running shoes in Hamburg in February. The next section about management and sector-specific know-how took place in March and they will hold the course about know-how and sale of textiles in May. The certification exam of the IHK in Düsseldorf is scheduled at the end of the series of seminars. The Laufprofis team worked together with the retailers in the conception of the seminars right from the start. “We coordinated the topics with our partners and we tailored them according to their needs. The main aim of the training is that the new skills will help the participants to highlight the individual benefits for the customer during the sales pitch,” Mr. Seifert says. The first participants like the combination of biomechanical know-how and sales training “from person to person”. Stephan Beenken of the shop Läuferherz in Darmstadt reports, “The customers do only recognise me as an expert, if they have obvious benefits from my know-how in sports science during the sales talk. Yet therein lies the real challenge –a subject which we discussed intensively in the seminar.” In cooperation with Currex, the experts for professional motion analysis, the Currrex analysis system Motionquest Neo has been tailored to the needs of the Laufprofis shops. This “expert version” scans even more parameters and provides more detailed results. The system combines three analysis areas: the individual needs and the exercise intensity of the customer, the assessment of his static and dynamic leg axes and the plantar pressure distribution measurement via a pressure measurement plate. With the results, the sales person is able to recommend a category of shoes, including the option to recommend the fitting models from the shop’s range. The new element of this kind of customer advice is that the customer’s opinion is in demand. Apart from the measurement results, the focus lies on the customer’s individual perception of comfort. At the first seminar in Hamburg, the members of the Laufprofis unit learned » Nowadays, retailers have to be always one step ahead. Jörg Seifert, Managing Director, Laufprofis from the Currex team how to turn this mix of analysis results, shoe features and customer feedback into the best possible recommendation for the customer. “The concept developed by the Sport 2000 Laufprofi unit – consisting of technical training and corresponding analysis system – is an excellent match. This way, we have the most modern form of analysis combined with the necessary knowledge. Due to the intensive interaction, we are able to get a little bit closer to the customer during the sales talk and it strengthens the personal relationship to him”, says Niko Vanek, team leader of the shop Laufsport Bunert in Cologne. The shop already uses the device when recommending running shoes. Now, it is planned to use the analysis system in increasingly more Laufprofis shops. At present, the Laufprofis team estimates that they will have installed 20 devices in 2016. The first so called Monoliths have been delivered already to Laufprofis shops in Cologne, Hamburg, Betzdorf, Schweinfurt and Bremen. The introduction of the terminal is supported by Sport 2000 with a financial allowance. Within the framework of the 50th anniversary of Sport 2000, the buying group invests in the future sustainability of its unit of specialised running shops.
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sportFACHHANDEL running 4_2015

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