Training is the key to success for wholesalers

With competition in the electrical wholesale sector emerging from direct and specialist sales channels, with electronic component distributors, trade catalogue operators and internet retailers now also staking a claim, it is essential that wholesalers look at how they can differentiate themselves and stand out from the crowd. YESSS Electrical’s General Manager, Andy Singleton (pictured), discusses how a focus on training has been key to its own success since its launch.

Historically, the battle has been fought on cost and availability leading to a lack of training amongst some salespeople and a decline in service for the customer. Price pressure looks set to remain in the sector, largely due to online sales, so how do those wholesalers with a bricks and mortar offering retain their share?

Providing industry-leading training was one of the key pillars that YESSS Electrical was founded on three years ago, with the intention of creating an engaged workforce that would grow with the company for years to come. And rightly so – 40% of employees who receive poor job training quit their jobs within the first year, highlighting substandard levels of development as the driving factor behind them choosing to voluntarily leave their positions.

Put simply, training and development efforts are seen by employees as an investment in them personally – and everybody wants recognition. This is a major factor in YESSS’ outlook and business strategy; rewards and recognition are obviously powerful motivators but it’s a lesser-known fact that employee development is just as important.

YESSS Electrical has invested significantly to ensure it recruits and trains the best people in the industry. This commitment has meant that there have been occasions when the company has deliberately delayed branch openings, to ensure that it balances its ambitious expansion plans with ensuring it has the right people in place.

YESSS Academy

YESSS’ biggest investment in training has been the state-of-the-art YESSS Academy, based at the company’s head office in West Yorkshire. The purpose built Academy allows the company to train staff on all aspects of the business, from telephone skills to providing the best service levels in the industry.

YESSS employs two full time trainers and a consultant who are tasked with providing IT and software training to the branch network, making sure all staff are up to speed with the latest systems and technology, ensuring customers receive the smoothest possible service in branch.

Each of the company’s 900 employees receives an individual training programme to help ensure their continual development and every new starter undergoes a two-day induction on joining. All of this is overseen by a full time academy manager and an assistant.

Underlining the firm’s determination to offer customers unrivalled service, it invites suppliers to visit the YESSS Academy and deliver monthly in-depth product training. This has seen the likes of Schneider, Hager, GE and Philips speak to staff to ensure the company is ahead of the curve with regards to the latest technology. This training has both benefited customers and impressed suppliers.

Through the training and dedication we offer our staff, we hope to not only improve the service our customers receive but also to drive the need to lift standards across the industry as a whole. We constantly strive to offer a true alternative to the competition and hope that by doing so, we change the face of electrical wholesaling for the better.

Knowledgeable workers

Ken Whitehouse, director of the YESSS Academy, summarises YESSS’ dedication to developing its employees: “We are certain that by offering learning, development and training opportunities, YESSS is gaining a competitive advantage in our industry.

“The creation of a knowledgeable and capable workforce that is happy, in turn, to invest in its employer, helps create a powerful business model. We are very proud that the level of training, development and personal training programmes are completely unmatched throughout the electrical wholesale industry.”

One of our branch managers, Jim Hewitt from YESSS Nottingham, sums up his feelings on YESSS’ training: “YESSS has always realised how important continuous training is for the development of both the individual and the collective. When we are trying to raise the bar in our industry and give our customers an outstanding buying experience, we must continually learn and develop our skills in order to do so.

“This vital investment has helped bring us to where we are today and where we want to be tomorrow and the day after, personally and as a business. It will futureproof our growth and success for many years to come and galvanise all employees in the company’s vision.”

www.yesss.co.uk