SPRING TRAINING Facilitator Guide Training Objective: This 2 hour training is designed to educate the Home Depot Associates on Levolor Special Order Blinds and how to effectively sell special order window treatments by putting customers FIRST. Agenda Introduction and Icebreaker Sales Review Playoff Game Rules Qualify the Customer Wood/FX Blinds Metal Blinds Break- 7th Inning Stretch Vertical Blinds Stock Drapery Hardware World Series Championship Game Wrap Up 5 minutes 5 minutes 5 minutes 10 minutes 20 minutes 20 minutes 5minutes 20 minutes 15 minutes 10 minutes 5 minutes Facilitator Note: Take pictures throughout the training including group shots and capturing the associates on the floor. 1 01/2011 Introduction and Icebreaker 5 minutes Greet each attendee as they enter and ask them to sign the registration sheet provided and pick up a participant guide. Begin the training by introducing yourself and any other Levolor employee attending. Open the training by asking attendees to introduce themselves, including their name, length of service and an icebreaker question. (Example Ice Breaker Questions include: What is your favorite Baseball team? Who is your favorite player? What position did you play in little league? What is your favorite springtime activity? ) Use this time to create an open and comfortable environment, where the audience is free to ask questions and get involved at any time. Introduce Levolor and review the following: Current/Upcoming Promotions (reference current newsletter) Buy More Save More Program Review Store Performance and Set Goals Recognize recent Pro and Mega Orders Objectives: o Recognize Sales opportunities in Levolor Special Order Blinds (Wood/FX, Vertical, Metal) o Identify Levolor Features within each product category and the benefit each feature offers to the consumer o Selling Custom Window Treatments using THD model of putting customers FIRST ; Facilitator Note: Explain that you will be reviewing Levolor Blinds today during the training. Blinds offer dual operation allowing the consumer to adjust the light though the use of raising and lowering the window covering as well as adjusting the light by tilting the vanes or slats. Levolor offers Wood/FX, Vertical, Soft Vertical and Aluminum Blinds. Shades provide single operation allowing the consumer to adjust the light by raising and lowering the shade. Levolor offers Natural, Roman, Accordia, Panel Track and Roller Shades. Sales Review 5 minutes Prior to the training, pull and analyze the store(s)/district snapshot from Oracle. Ask the associates to guess the store sales numbers and record on the board. Review the store Performance and share district/territory/national trends (How is this store performing to those trends?) Based on the sales data, you need to set sales goals with the store(s). Playoff Game Rules 5 minutes Prior to Starting Game: Divide the room into groups of 2 – 4 people (determined by number of attendees). Go around the room and ask each team choose a major league baseball team (Braves, Red Sox, Cubs, etc) for their team name. To Play the Game: There are four questions after each product segment. The question is read to the group. The first team to raise their hand/ring the bell is given the opportunity to answer. If answered correctly the team receives one run. During each inning a team has a chance to hit a Grand Slam (be the first to ring in and answer all four questions correctly). If that occurs they receive an additional run as a bonus (allowing them up to five runs an inning). At the end of the training there is a Championship Round where all questions are worth two RBIs (two runs batted in) if answered correctly. The runs will be tallied up at the end of the game and the team with the highest number of runs wins! Qualifying the Customer 10 minutes Customers FIRST is The Home Depot customer experience selling model, ensuring excellent customer service. The model itself is taught to all Home Depot associates and should be followed during the training. This model will impact the customer’s shopping experience at The Home Depot and ensure the likelihood they will return for future purchases. Providing excellent customer service is a big initiative and underlying value of the company. 2 01/2011 Facilitator Note: Putting customers FIRST is meant to be an interactive exercise. Write the acronym FIRST on the board and ask the group to define what each letter means in the selling model. Ask associates to provide examples and share ideas of how they currently implement FIRST into their daily interactions with customers. Continue to refer back to putting customer’s FIRST while training on each product category, specifically the Inquire and Solve steps. Find Inquire Facilitator Note: Explain to your associates that the most important attribute that customers are looking for when purchasing blinds and shades is value for their money. Ask the class, “What does value mean?” Value is more that price; Value is defined as the total benefits/ total cost. Levolor provides the best value in the market. Finding a customer is more than saying a quick hello in passing. If you are working on a task, stop to assist the customer. Be friendly and inviting. Introduce yourself and engage the customer by asking open ended questions. Review that 88% of customers are looking for a Home Depot associate to help guide them through the purchasing process for a Special Order Blind or Shade Examples include: “Welcome to THD, I’m John, which room are you working on today?” “Good morning, what type of project brings you into the store?” Customers come to THD during all stages of the buying process: gathering information, comparing products and finally to purchase products and services for their home. It is imperative to ask details about their project and LISTEN to discover their wants and needs. During this process you should be able to identify what the customer needs, why they want it and the scope of their project. Re – enforce that Inquiring is the use of good discovery questions to better understand the needs of the customer. Ask experienced associates to provide discovery questions they ask to assess a customer’s needs. Below is a list of questions to supplement the examples the associates give. Go over each question and how it can be used to guide the customer through the buying process. “What room needs window treatments? What is important to you and in what order? Privacy, light control, energy efficiency? Do you have children or pets? How many windows are you looking to dress? What room are you shopping for today? What size/shape of window will you be covering? Are there any obstacles that would limit the size or function of the treatment? What do you currently have in the window? What do you like/dislike about your current treatments? Do you need a high level of insulation/energy efficiency? Do you need to completely block out the light? Do you need a high level of privacy? Do you have any children or pets? Are you interested in a cordless shade? Respect It is important to be respectful of your co-workers, the customer and their time. Always be polite, professional and positive. Minimize interruptions and focus your attention on the customer you are helping. Solve 3 01/2011 Facilitator Note: By understanding the product knowledge, such as top selling products, operating systems, and colors, your associates will better be able to provide the correct assistance to their Customer and offer the best solution for each window. Facilitator Note: During this step, it is essential that your associates stress the benefits of an upgrade and not just the feature itself. Add on Sales should be explained as options or operating systems that ADD VALUE to a blind or shade purchase. As you cover each product category, you will show them the features and benefits associated with options and upgrades during Step 3 in our sample books. This is also an opportunity to dress other windows in the customer’s home by asking, “Are there any other windows in your home that need dressing?” After asking questions and qualifying the customer, you can now offer a solution that meets the customers’ needs. For example, after discovering that your customer is concerned with energy efficiency, she wants privacy because her bedroom window faces the street and she has children you could suggest a cordless TD/BU Accordia shade. This window solution would meet her needs of energy savings, privacy and safety. Ask for the sale. Ask your associates what questions they use to close the sale. o By purchasing today, you are saving X% off of the everyday price (if we are currently on promotion at the time of sale.) o Would you like the order to ship to the store, or to your home? – shipping is free. Thank At the end of the interaction, thank the customer for their business and invite them back to the store. Confirm that you have met their wants and needs and determine if they need any other products or services in the store. Follow up by calling the customer to ensure the blinds were delivered and installed as planned. Wood/FX Blinds 20 minutes Walk the associates through the Wood and Faux Wood Sample Book – 10 minutes. Use the 1,2,3 Step process to organize your book walk and highlight Levolor’s Exclusive Real Wood Finishes, the Exclusive NuWood Composite Faux that coordinate with 6 Real Wood Finishes, as well as Levolor’s Operating Systems and Upgrades. Spend the remaining 10 minutes allotted for Wood and Faux Wood reviewing how to use putting Customers FIRST process Inquire about and solve the customer’s window treatment needs with Levolor’s Wood and Faux Wood blinds. Facilitator Note: An example of how to do this using the nuggets below would be, “77% of customers consider Color Coordination throughout the home on wood and furniture style finishes the most important criteria when making their selection. So you should ask customers what finish or color with which they would like their blinds to coordinate.” Inquire/Solve Real Wood 77% of customers consider Color Coordination throughout the home on wood and furniture style finishes the most important criteria when making their selection. Levolor offers 27% more real wood stains than the leading competitor Levolor’s exclusive Estate Collection coordinates with high end furniture, cabinet, and flooring finishes 83% of Levolor Real Wood blinds are sold with a 2” slat size Levolor’s Classic Real Wood collection offers a great value to the customer 4 01/2011 Levolor offers two free upgraded valance choices for Premium Wood blinds. By offering Traditional and Modern valance options, we coordinate the blind to a customer’s décor style. 5 of Levolor’s 6 top selling Premium Real Wood finishes are also available in the NuWood collection (Golden Oak, Chestnut, Pecan, Pure White, and White White) Faux Wood 82% of consumers want the look of real wood on faux wood blinds as well as coordination from room to room Levolor NuWood offers 6 stains to go along with 6 paints. The leading competitor offers zero wood tone finishes NuWood makes up 21% of faux wood sales and coordinates with real wood stains and paints Visions Faux Wood Price Group 2, is based off the top 6 flooring finishes in the industry 97% of Levolor Faux Wood blinds are sold with a 2” slat size Solve (Add on Sales): 24% of Levolor Real Wood blinds are sold with a cordless lift system. This lift system is both safer and cleaner looking than a cord lift 28% of Levolor Real and Faux Wood blinds are sold with Lightmaster. This increases privacy and light control while also easing cleaning and maintenance. Levolor notches the slats on front and back for increased stability versus the leading competitor. Tapes are used to accent home décor and add privacy. Unlike our competitor, Levolor offers tapes on a 1” slat as well as a ¾” tape width. This allows the customer to add tapes while keeping a proportional and subtle look. First Inning (Wood/Faux): There are four questions after each product segment. The question is read to the group. The first team to raise their hand/ring the bell is given the opportunity to answer. If answered correctly the team receives one run. 1. Name two Levolor exclusives in the Premium Hardwood category: FREE upgraded valance, Estate Collection (furniture finishes) and UV activated topcoat. 2. Name one consumer benefit of the NuWood product. Durability (Scratch/Dent Resistant), great for high heat and high moisture environments. 3. Name the collection that offers the beauty of a Premium Hardwood product at a fraction of the cost. Classic Collection 4. What is the #1 reason why customers are looking to purchase wood blinds? Coordinate with existing finishes in the home Metal Blinds 20 minutes In today’s market, Levolor metal blinds offer an economical choice that fills the consumer need of practicality and function. Many people seek a balance of something that looks nice, provides excellent light control and isn’t cost prohibitive. Levolor Metal Blinds are an excellent solution for this type of customer. Metal blinds are a traditional solution for all rooms in the home, especially more functional rooms such as home offices, laundry rooms, bonus rooms and the occasional guest room. Facilitator Note: Walk the associates through the Metal Sample Deck – 10 minutes. Use the 1, 2, 3 Step process to walk through the sample deck and highlight how easy the deck is to use along with the Metal Pricing Pages. Reference the option and specialty shape charts in the price guide to help illustrate step three. (Step 1: Choose your blind type and size, Step 2: Choose your color, Step 3: Choose your options) Facilitator Note: Spend the remaining 10 minutes allotted for Metals reviewing how to use putting Customers FIRST process Inquire about and solve the customer’s window treatment needs with Levolor’s Metal blinds. An example of how to do this using the nuggets below would be, “Levolor Metal Blinds are available in four slat sizes to offer the best proportion for any size window: ½”, 1”, 1 3/8” and 2” slats. So knowing what size window the customer is dressing will help you decide which slat size to choose.” 5 01/2011 Inquire/Solve Levolor Metal Blinds are available in four slat sizes to offer the best proportion for any size window: ½”, 1”, 1 3/8” and 2” slats All Levolor Aluminum blinds feature crash proof cord lock, a safety feature that holds the blind securely at any level and prevents the blind from crashing to the sill while raising or lowering. All Levolor Metal Blinds feature DustGuard; an exclusive paint process that reduces dust build-up on blinds by over 50%. By “disrupting” the static on the blind’s aluminum surface, DustGuard actually resists airborne dust particles. DustGuard is totally safe and permanent. Mark 1 and Rivera Classic are available in 50 trend right colors, Rivera One is available in 31 trend right colors Customers are not limited to selecting one color when ordering their custom metal blinds. The Multi-Color Striping option is available for any customer who would like to mix 2 to 6 colors on one blind. This is a great choice for children’s room, game rooms and sports theme decors. The Metallic finish collection features 7 colors that coordinate very well with other metal features in the customer’s home such as cabinet knobs and pulls, drapery hardware and bath and lighting fixtures (Satin Nickel, Brushed Aluminum, Copperite, Ash Bronze, Cityscape, Galleria, Brass) . The 4 Native Stone finishes add a weathered, multi-tonal quality to the metal blind slat. Each of these specialty finishes brings a trend-right quality to traditional metal blinds (Sandstone, Earthstone, Canyonstone, Claystone). Solve (Add on Sales) Levolor’s award-winning cordless lift system solution offers clean lines and a contemporary look. Total adjustability of the shade is available with no external lift cords. The cordless lift system should be considered for any home with children or pets. As the inventor of cordless technology, Levolor is the market leader in dependable, easy and time-tested operation. The cordless system employs spring tension technology. The positioning of the cordless motors in the center of the headrail, allow for a lifetime of balanced operation. Weights in the bottomrail act as a counter-balance to ensure that the blind will stay at the desired level with just the touch of a finger. The cordless option is available on the Mark I 1” and Mark I 1 3/8” slat size only. Specialty shapes are available in the following configurations: Incline,Skylight, Arch, Half-Arch, AFrame/Inverted A-Frame, Double Taper, Top Wider/Double Taper, Bottom Wider, Circle, Oval, Polygon, Triangle, Taper, Bottom Wider/Taper, Top Wider and Top Down/Bottom Up. SheerView is where all of the slats on the blind have been intentionally perforated. This provides the ability to see through a closed blind and delivers up to a 42% reduction in solar heat as compared to a fully opened blind. SheerView is available with Mark I, Cordless Mark I, Classic Riviera 1” and Classic Riviera Specialty Shapes in the colors of Brushed Aluminum , White , Alabaster , Dark Bronze , and Low Gloss Black SheerView is a popular option for restaurants, businesses and internal windows in office buildings. Decorative Cloth tapes are available on 2” metal blinds. Second Inning (Metal): There are four questions after each product segment. The question is read to the group. The first team to raise their hand/ring the bell is given the opportunity to answer. If answered correctly the team receives one run. 1. Which collection can be ordered with the cordless upgrade? Mark 1 (1” and 1 3/8” slat size) 2. Name the four slat sizes offered in the Levolor Metal blind category. ½”, 1”, 1 3/8”, 2” 3. Name the exclusive additive in the paint that reduces dust build-up on Levolor metal blinds by over 50% DustGuard. 4. What option offers the same benefit of a solar shade at a fraction of the cost? SheerView 6 01/2011 Break – 7th Inning Stretch 10 minutes Vertical Blinds 20 minutes Walk the associates through the Vertical and Soft Vertical Sample Book – 10 minutes. Use the 1, 2, 3 Step process to organize your book walk and highlight how easy the book is to use and the color coordination with other categories. The Vertical and Soft Vertical customer is looking for fashion and expects function.Spend the remaining 10 minutes allotted for Verticals reviewing how to use putiing Customers FISRT selling process to Inquire about and Solve the custromer’s window treatment needs with Levolor’s Vertical and Soft Vertical blinds. Facilitator Note: An example of how to do this using the nuggets below would be, “Over 90% of Vertical and Soft Vertical blinds are used on sliding glass doors, double French patio doors, bay windows and oversized windows. So you should ask the customers if they have one of these types of windows or doors in their home.” Inquire/Solve Over 90% of Vertical and Soft Vertical blinds are used on sliding glass doors, double French patio doors, bay windows and oversized windows. 3 out of 4 customers have one of the window types listed above in their homes The highest concentrations of sales are at 78”, 84”, and 101” in width and 84” in height. These sizes coincide with industry standard sliding glass door sizes Levolor Perceptions offer 3 products in 1: light filtering fabric, room darkening vanes, and a drapery style look and operation Levolor Verticals and Soft Verticals are available with left draw, right draw, split stack, and reverse stack to cooperate with different window types and settings. Levolor’s LXT-2000 headrail has a wheeled carrier system for a smoother operation Levolor offers standard valances for Verticals and Soft Verticals at no additional charge. These valances cover the headrail to keep the focus on the beauty of the fabric or vanes Levolor’s Exclusive Fabric Laminate S-shaped vanes interlock for increased light control. They also provide an increased soft, drapery style look Levolor Vertical Visions Faux Wood collection coordinates with our 2” Visions Faux Wood. These vinyl vanes remain light weight, moisture resistant, and easy to clean Solve (Add on Sales) Levolor’s exclusive Backstacker is available as an upgrade on our Vertical blinds. The vanes are pulled from the back instead of the front, maintaining a viewable area between vanes. This also results in a smoother traverse which decreases sway and wear and tear. (This feature comes standard on Perceptions.) Autowand gives Vertical blinds a clean appearance free of dangling cords. This is also a safer option for children and pets. Two valance upgrades are available on Soft Verticals. The Fabric Valance gives the customer a larger profile than the standard valance as well as a softer, finished touch. The Estate decorative wood valance emulates the look of a high end decorative traverse rod. It is available with either a ball finial or an endcap. 7 01/2011 Third Inning (Vertical): There are four questions after each product segment. The question is read to the group. The first team to raise their hand/ring the bell is given the opportunity to answer. If answered correctly the team receives one run. 1. What is one benefit of the exclusive, fabric laminated s-curve slat? Privacy and light control due to tighter closure of slats, softer drapery appearance 2. List the three valance options available in Perceptions. Which one is exclusive to Levolor? Channel Valance (standard), Fabric Valance (upgrade), Estate Valance (exclusive, upgrade) 3. Why is Perceptions described as being a 3-in-1 product? Light filtering fabric (sheer), room darkening vanes, and a drapery style look and operation 4. Name one benefit of Backstacker. Clear/open view, easier to traverse, reduces wear and tear on the headrail, reduces sway Stock Drapery Hardware 20 minutes Stock Drapery Hardware: This Segment is intended to be held in the aisle. Product Training Message (15 minutes): Train on what is offered in the set and provide a brief overview of application and consumer benefit. Start with the wood component program. Next review the sets starting with the Best – Heritage – and move on to Better – Green box/All in One Sets – and wrap up the decorative hardware discussion with the Good – Bridge Sets (Deco. Café/Curtain Rods). Speak to the accessories available for purchase. After reviewing your decorative hardware selection, reference the Basic Hardware available. Last, speak to the associates about the importance of Job Lot Quantity (the average room in a home has 2.5 windows) and consistently down stocking product. Facilitator Note: Use the top selling Martha drapery panels when speaking to the application and how each drapery style can be paired with Levolor Drapery Hardware. Competitive Product Training (5 minutes): Use the DDH comparison PowerPoint to educate yourself on the differences between Levolor and Martha Stewart. Start by asking associates what they see (finish quality, finial style, design/trend, etc) and have them mention differences. Conclude this section by walking the associates through the points on where Levolor wins on the DDH aisle. Facilitator Note: Detailed training information can be located on LKNT on the Home Depot Account tab. Key Takeaways: Levolor is the MOST recognized brand in window coverings and offers quality drapery hardware to solve every need and meet every price point. Levolor offers the most consistent and trend right finishes to coordinate with any décor from traditional wood stains to contemporary satin nickel. Drapery Hardware is a large percentage of the Levolor business at a high margin for the store. It is imperative to ensure POG Integrity and sufficient stock levels to keep the set shoppable and drive the business. 8 01/2011 Championship Game 15 minutes At the end of the training there is a Championship Round where all questions are worth two RBIs (two runs batted in) if answered correctly. The runs will be tallied up at the end of the game and the team with the highest number of runs wins! 1) What is the most important criterion for customers looking to purchase wood blinds? Color coordination throughout the home 2) A customer is shopping for a safer, economical, color blind for the playroom in her home. What control option would you suggest for her metal blinds? Cordless lift option available the Mark 1 collection (1” and 1 3/8”) 3) A customer wants to put real wood blinds in every window of her home. Unfortunately, there are two bathroom windows that are exposed to humidity and moisture. What product would you suggest for the bathroom windows so that they coordinate with the other windows in her home? Levolor NuWood blinds 4) A customer is looking for a window treatment to cover the circle window in the master bathroom, what blind would provide the best solution? Rivera Metal Blind Specialty Shape Circle 5) While discussing Levolor Vertical Blinds, the customer asks about the durability of the product. What upgrade would you offer to give the blind a smoother traverse that decreases wear and tear? Backstacker 6) The customer has just put high end cabinets and hard wood floors into his home. He is now looking to dress his windows with wood blinds that coordinate with his recent additions. What Levolor collection is the perfect fit for his needs? Estate wood blinds 7) A customer is concerned with cleaning her metal blinds over time. What exclusive Levolor feature is available on all metal blinds? DustGuard® is an exclusive paint process that reduces dust build-up on blinds by over 50%. By “disrupting” the static on the blind’s aluminum surface, DustGuard® actually resists airborne dust particles. DustGuard® is totally safe and permanent. 8) What is the most popular slat size for Levolor wood blinds? 2” 9) A customer is interested in wood blinds and wants to maximize light control and privacy. What upgrade would benefit this customer? Lightmaster 10) While looking to purchase wood blinds, the customer wants to subtly accent their window with fabric. What would you add onto the sale? Cloth tapes 11) A customer has a sliding glass door that she needs to dress. She is looking for the appropriate functionality, but finds verticals too plain and simple. What products would give her the soft look she desires? Perceptions, Vertical S-shaped vanes, free hanging fabric vanes 12) A customer is looking at vertical blind samples on the wall and expresses distaste for all the control cords. What control would you suggest for her Levolor Vertical blinds? Autowand 13) The customer is shopping for a blind for his office that will allow in light and maintain a view but will reduce the glare, what blind would you suggest? Sheerview metal blind, this provides the ability to see through a closed blind and delivers up to a 42% reduction in solar heat as compared to a fully opened blind 14) The customer loves the Levolor Perceptions collection but is looking for a valance that is larger and more decorative than our free channel valance. What options can she upgrade to? Fabric Valance and Estate Valance 15) While ordering 1” Metal Blinds for the basement, the customers remembers he has a door in the garage with a very small window he would like to cover that would coordinate. What metal slat size would offer the correct proportion for the window and coordinate with his current selection? ½ metal slat 16) A customer is purchasing Levolor’s Visions Faux Wood blinds. During the process, you discover that he also has an oversized window in his home. What product would you suggest for this oversized window to pull his entire home together? Vertical Faux Wood collection 17) The customer is looking for an economical way to cover the windows in her newly remodeled kitchen that includes stainless steel appliances. What Levolor product would you suggest? The Metallic collection (brushed aluminum) in the Metal Blinds features 7 colors that coordinate very well with 9 01/2011 other metal features in the customer’s home such as cabinet knobs and pulls, drapery hardware and bath and lighting fixtures and appliances. 18) A customer is looking for real wood blinds. He wants the safest option possible for his young daughter. What operating system would you suggest? Cordless 19) A customer is looking to update all the blinds on the first floor of her home. She wants different products in different rooms, however coordination throughout the home is very important to her. What Program should you offer her to make sure she can have total coordination within categories and will get the best value? Levolor offers the Buy More, Save More program that provides customers 20% when ordering any combination of 10 or more Blinds or shades. Levolor products offer total home coordination with trend right colors and fabrics to complement any home décor from traditional to modern. 20) A customer is shopping for a high quality trusted brand that offers a great value in window treatments, what books should you pull? LEVOLOR!! Wrap Up 5 minutes Recap the categories that you trained on. Ask one last time “What questions do you have for me?” Ask each attendee to share one key takeaway from today or a Levolor Exclusive. ASK FOR IT! Ask the audience to sell Levolor and pull our books first. Finally, thank the audience for their time and for coming. Post Training Follow-Up Track Spring Training in the Training Tracking website (Utilize Registration Sheet for headcount) Enter Training Date, Training Type: “Formal”, Product Type: “SOS”, Store #: Enter Host Store, and list “Spring Training, # of associates” in Comments Box, Submit. Recap Spring Training using the Home Depot Training Success Story power point template to track sales increase 30-60-90 days post training. Share this success internally and externally! Utilize The Home Depot Spring Training Schedule to record which stores attended by district to effectively track sales success by stores that attended Spring Training, vs. stores that chose not to attend. Reach out to your Training Partner with any questions! 10 01/2011