Product Knowledge Handbook
Top Retailers Place
MAJOR EMPHASIS on
36
Hand Tools
54
Lawn & Garden
72
Heating & Cooling
81
Power Tools & Accessories
92
Plumbing Supplies
110
Electrical Supplies
126
Hardware & Fasteners
142
Paint & Decorating
34
Hardware Retailing
Employee
ost independent hardware retailers say customer service is their
competitive advantage in the marketplace. Yet only 21 percent of
hardware stores offer a formal employee training program, according to the most recent Employee Compensation Report published by
the North American Retail Hardware Association (NRHA). Evidently
many retailers are hoping their employees become knowledgeable through
on-the-job learning.
Competitive pressures demand that retailers do more with their training. That’s
where Hardware Retailing’s Product Knowledge Handbook comes in. This comprehensive guide is your employee’s source for the most up-to-date information on
products in the core categories. Use it to find the facts, generic information, specifications and applications for products from eight major categories: power tools and
accessories, hand tools, hardware and fasteners, heating and cooling, lawn and
garden, paint and decorating, electrical and plumbing.
M
This issue represents the 24th edition
of the handbook—we have been publishing it since 1967. The Product Knowledge Handbook is a great resource for
training new hires or refreshing the
knowledge of veteran employees. Use it
as a platform for your company’s formal
employee training program and
encourage your employees to regularly
review the contents to stay informed
about the products your store carries.
While it’s impossible to list every possible product, we welcome your suggestions for information you feel should be
added to the next edition.
Hardware Retailing would like to
thank the buyers and merchandise managers from House-Hasson Hardware Co.,
Orgill Inc. and California Hardware,
who helped review this material for
accuracy. Their contributions ensure we
continue to provide a top-notch training
resource to the industry.
New Online Training Program
To further enhance your employee
training program, NRHA has introduced a new and improved online
training program called Basic Training
Course in Hardware Retailing, which is
designed to make it easier than ever to
train sales associates working at retail
home improvement stores.
In addition to modules on selling
skills/customer relations and merchandising tips, the Basic Training Course
covers nine core product categories:
• Hand Tools
• Plumbing
• Electrical & Lighting
• Paint & Decorating
• Power Tools
• Lawn & Garden
• Hardware & Fasteners
• Heating & Cooling
• Building Materials
What makes this training program
unique in the industry is the breadth of
the content, as well as the interactive
presentation of material. The presentation of the content is interactive with
Training
color product photos and concise, bulletpointed information to make it easier to
learn and retain information. The interactive format has been designed so that
users have fun learning information that
is critical to their success.
The purpose of the new training program is to provide the basic product
knowledge and retail skills sales associates need to get started and be productive in a short timeframe.
The product knowledge content is
focused on features and benefits of the
products as it relates to the end-user,
as well as helpful tips on the products’
usage. Throughout each of the nine
product category modules, the course
also contains specific retail skills information that goes beyond basic features
and benefits of products in that particular category, including:
• Customers’ frequently asked
questions
• Upselling techniques
• Add-on selling tips
• Safety/usage tips
• What pros are looking for
• Merchandising tips
The Basic Training Course in Hardware Retailing has also been designed
so that users can begin wherever it
makes the most sense for them and for
the store. They can also progress as
their schedule permits. When the student has completed a chapter, they will
take the chapter test, which upon completion is graded instantly so students
know how they did as soon as they
complete it.
The store’s training manager is kept
informed every step of the way. As
employees work their way through the
course, retailers administering the program will have 24/7 online access to
student status reports to keep them up
to date on how their employees are progressing. For example, when a student
is finished taking a test, an e-mail is
automatically sent to the store’s training
manager informing them that one of
their employees took a chapter test. It
even tells them what the employee
scored on the test. Then the training
manager logs into a special Training
Manager’s Information Section of the
site to view individual student reports.
Upon completion of all 11 chapters of
the course, students will receive a certificate from NRHA that retailers can
display prominently in their stores to let
customers know their employees have
been properly t rained.
How to Access the Program
NRHA’s new Basic Training Course in
Hardware Retailing is now available to
all NRHA members and members of
wholesalers that have established
group membership agreements with
NRHA, including all True Value, Ace
Hardware and Home Hardware retailers. The program can also be accessed
through NRHA’s e A c c e s s members-only
education and training Web site.
For more information, or to get started
training today, call (800) 772-4424 or go
to www.nrha.org.
August 2006 • Hardware Retailing • Product Knowledge Handbook
35