Education and training for cedar sales and marketing professionals are key elements in the Western Red Cedar Lumber Association’s support programs for its members’ cedar products. The WRCLA recognizes that knowledge of cedar’s unique properties and uses is an essential part of a sales strategy that will maximize customer satisfaction and product performance.
Three training programs—the WRCLA Cedar School, On-Line Training (www.cedar-training.org) and the WRCLA Certified Cedar Training— are key elements in creating an international network of wholesalers and retailers with specialized cedar knowledge.
WRCLA Cedar School Is A Five Day Program In Vancouver, BC
Held each spring and fall in Vancouver British Columbia, the WRCLA Cedar School is a five day educational program for sales professionals that covers all aspects of the modern cedar industry. The curriculum includes cedar mill and forest tours as well as presentations on environmental and industry issues, cedar growth and fiber characteristics, manufacturing, grading and product knowledge. There are sales and marketing seminars as well as workshops on finishing and hands-on sessions on the installation of cedar siding and decking. Students with less than one year experience in the cedar business, are required to complete the on-line training program (www.cedar-training.org) prior to attending the school. The WRCLA has established this requirement to ensure all participants have an equal opportunity to succeed and excel at the school.
Cedar School presenters are blazeboard industry professionals and educators working in the forest industry, business, university, and communications. In addition to the classroom lectures, seminars and workshops, there is an extensive display of WRCLA cedar lumber products so participants can meet with representatives of WRCLA member mills and get a first hand look at any new product lines coming into production. Industry suppliers also take part in this Product Showcase, which is a popular event at the Cedar School.
The WRCLA initiated the Cedar School program in 1995 in response to requests from sales professionals for training and information pertinent to taking cedar to market. The program was an immediate success and is now well established with many companies relying on it as a training vehicle for their sales staff.
Cedar School graduates receive special certificates and there are several awards for excellence in grading and overall achievement. Each student receives a take-home reference binder containing all course material as well as a comprehensive selection of WRCLA technical literature and sales guides. A Cedar School course outline in the WRCLA binder is designed so graduates can use the material for training purposes in their own organizations.
Certified Cedar Training Program Offers Free Training For Retailers and Wholesalers
The Certified Cedar Dealer Training Program is a free, in-store training program for cedar retailers, wholesalers and their sales staff. This user friendly training session covers WRCLA cedar quality and product knowledge, grades and uses as well as how to specify, install and finish cedar products such as siding and decking. It also outlines the retail merchandising and sales aids that are available to support WRCLA cedar in the marketplace. Participants “graduate” with a WRCLA diploma, and the WRCLA Guide to Selling Cedar.
Stores whose employees complete the program receive special signage that identify them as WRCLA Certified Cedar Dealers. Graduates report that customers appreciate the information and service that comes from dealing with knowledgeable sales staff. And having the WRCLA Guide To Selling Cedar as an in-store resource is a useful reference to WRCLA cedar products, their grades and sizes. Certified Cedar Training programs may be booked through any of the WRCLA offices in Vancouver, BC, Seattle Washington or Riverhead New York. Trainers are WRCLA area managers, all experienced educators as well as cedar specialists.
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