Aftermarket Insider Issue 83 - (Page 20)
A SS o c i AT i o n n E w S
head of the class
Crow-Burlingame Company
20
12
The AAIA Education Committee, sponsors of the AAIA Head of the Class Award, has been
interviewing winners of the 2012 award to learn more about each company’s philosophy and success
with its education and training investment. Below is information provided by Elizabeth Estes,
corporate training director, Crow-Burlingame Company, Little Rock, Ark., recipient of the 2012
Head of the Class Award – Jobber category.
how did your company
recognize that training
was so important?
Crow-Burlingame Company
is a tradition-based company
and, from the very beginning,
we have recognized the
importance of training.
We began with product
training for managers and
other sales personnel, and
as our company grew,
training progressed. We have
recognized that in order to
maintain our success, we need
to reinforce selling, product,
business and leadership
skills and knowledge.
how has the training
strategy evolved?
Our very first training started
long ago and was on a much
smaller scale than what
it has grown to be today.
20 | AFTERMARKET INSIDER | VOLUME 83
Our training sessions were
traditionally meetings oriented
towards product knowledge
and happened after hours.
It was a more informal kind
of training at first. Around
1997-98, a dedicated training
department was established.
We went from a clinicbased approach to a whole
calendar of options, such as
operations and sales-based
skill development and more
hands-on, demonstrationtype classes. We established
what we call “Equipment
University,” which is a
venue for our vendor sales
representatives to instruct
our sales people about their
products. Attendees actually
use the tools and equipment in
class and have opportunity to
practice selling in a learning
environment. The transition
to hands-on learning for our
employees creates a familiarity
with the product and enables
better selling capability. It
takes the fear factor out of
selling expensive products
and has made a notable
difference in our employees
and company. “Heavy Duty
University” is another of our
hands-on training offerings
that teaches how to identify
heavy duty parts and to
develop expertise in this
lucrative niche market. This
program also gives employees
familiarity with the product
so they can better help
customers. We conduct many
training programs multiple
times a year and also do a
company-wide conference
spanning several days. We
now do online-based meetings
and trainings as well.
http://www.aftermarket.org/headoftheclass
Table of Contents for the Digital Edition of Aftermarket Insider Issue 83
Health Care Help:industry News
Millennials:The Aftermarket Generation
Talking Telematics:INSIDE TECHNOLOGY
Dress for Success
Workplace Wear:TOOLBOX
Conflict Minerals
Facts and Feedback:MARKET INTELLIGENCE
Words from a Winner:HEAD OF THE CLASS
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