Shapiro: retailers must expand sales techniques

President of the CEA advises Middle East retailers to focus on training.

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By  Administrator Published  May 31, 2007

The president of the Consumer Electronics Association has advised Middle East retailers to invest in building a highly qualified workforce if they want to maximise the level of growth currently being recorded in the market.

Speaking exclusively to ECN during his visit to the Hometech 2007 exhibition in Dubai, Gary Shapiro urged the retail channel to embrace new sales tactics.

"I've seen some innovation in retail here - some of the merchandising is excellent, but retailers need to develop a highly trained sales force," said Shapiro.

"Retailers need to develop a highly trained sales force that understands not only the technical aspects of products, but how to sell."

Shapiro - whose association spans 2,100 members - continued: "Selling is something that can be learned. There are techniques which work and there are ways of making sure that the products meet customers' needs. We have various certification programmes that focus on the assisted sales process. You don't start selling something and negotiate a price, it's an approach that matches the customer with their needs, and that gets a satisfied customer."

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