Q&A: Williams Trading Takes Retailers to School

PENNSAUKEN, N.J. – At September’s International Lingerie Show, veteran adult distributor Williams Trading unveiled Williams Trading University, an e-learning program available exclusively to its clients, existing and new.

“E-learning is a platform commonly used for mainstream corporate retailers such as Best Buy, and Walmart.” Scott D., Director of Sales & Marketing for Williams Trading Co. “By implementing e-learning to store owners and their employees, we are confident retailers will see a significant lift in sales because product features and benefits, cross-selling and up-selling techniques are being reinforced.”

Just two months following its launch, the company says it is receiving much acclaim from its retail customers, who, according to Williams Trading, are reporting a 10 percent increase in sales thanks to WTU.

Williams Trading University courses are supported by the following vendors: Pipedream, Jimmyjane, System Jo, Sportsheets, SI Novelties, Perfect Fit, Nu Sensuelle, Nasstoys, Lovehoney, Blush, Doc Johnson, Maia Toys, Kheper Games, Shunga, Nature Labs, Classic Erotica, Wet, Topco, Jopen, California Exotic Novelties, Sierra Sage, My Evolved, Joy Division, Tantus, Fun Toys and Cloud Nine.

In this exclusive interview, Erin V., Williams Trading marketing and vendor liaison, tells XBIZ about the basics of the program, how its progressed and upcoming plans.

What is Williams Trading University?

Williams Trading University (WTU) is a free e-learning program available exclusively to existing and new Williams Trading Co. accounts. Co-sponsored with 28 adult manufacturers, online courses are available 24 hours/7 days per week accessed with a simple login account. Each course offers product benefits and features as well as a seminar that explains its importance to a customer, their needs and well-being.

Who is involved in creating Williams Trading University’s learning modules?

Once a manufacturer commits to a module, we assist them in the development of their course. This includes learning objectives, scripting, branding and images. There is a system of edit checkpoints that maintains the quality of each course that is as cost effective as possible.

Once a course is ready to go live, the e-Learning module is uploaded onto the WTU e-Learning platform and remains in the live catalog of coursework for one year. 

How long does it take to produce?

It takes approximately 20 hours of labor to complete each e-Learning module.

How many courses are currently offered by WTU?

There are 30 (28 courses and two mini courses) currently available on WTU. We are currently producing another 28 courses for release at the International Lingerie Show in April 2015.

How long does it take to complete each course?

Each e-Learning course is approximately five to seven minutes long which keeps the user’s attention with easy to understand interactive information.

What are some of the course features/components?

Each course highlights selling techniques to increase sales, enhances cross and upselling techniques, reinforce key selling benefits and can train new employees. Product training videos are embedded in courses when available.

Upon completing a course, the user takes a quiz certifying their newfound knowledge and is rewarded with a downloadable certificate.  Free premiums, samples and special offers are being made by select participating vendors. This feature is an added benefit to the retailer as their employees can try a product, become a consumer and ultimately recommend it to their customers.

Retailers are encouraged to use this free resource and build it into their new hire and employee training process. Our sponsor vendors worked very hard to create fun courses full of useful information that are as effective as an in-store training. This makes Williams Trading University not only a cost effective retail must-have, but stands alone as an industry first of adult manufacturers working together to support retail sales.

WTU has over 1,000 registered users from across the globe. Our retailers are already beginning to document the increased retail sales they are experiencing as a direct result of WTU training; the typical increase in sales expected with our program is a minimum of 10 percent. Williams Trading Company has experienced sales growth with our partners ranging from 1x to 3x with properly trained sales reps without an additional percent-off discount, gift with purchase or paid training.

WTU is already garnishing testimonials from adult store owners such as Romantic Adventures:

“I am ever so grateful to Williams for the efforts they have put forth to make me a better merchandiser and manager and for making it easy to bring that training back to my staff. As Romantic Adventures continues to grow, Williams Trading Company will always be the heart of our supply chain and a valued partner in our success.”

To check out Williams Trading University courses, click here.