At the cutting edge of market development – the sale and specification of timber and wood products – how can we be sure that timber is being represented by competent, knowledgeable people, and used to its best advantage?
Wood. for good is seeing a definite return on its promotion of timber to architects and specifiers: in 2005, over 2,000 people attended wood. for good and TRADA-sponsored timber CPD seminars. “Not all architects and specifiers can spare travel time to a seminar, so offering a combination of e-learning and seminars is essential,” said project manager Tony Traynor. “We are consolidating information from the seminars into an online version, which will count towards architectural CPD programmes. The work will be undertaken in co-operation with timber industry organisations, ensuring the best possible learning outcomes for this influential audience.”
Builders merchant training
From specifying to building, timber product knowledge is being strengthened. Kevin Cubbage, national chairman of the Builders Merchants Federation, outlines the organisation’s plans for timber training: “The BMF‘s strategy is to become a knowledge base for members and we’re forming a number of product support groups, the first of which covers timber and wood products. We are devising selling sheets with advice and information on selling different types of timber products, and backing this with training and additional information on our website. Half-day training sessions are being developed to expand the depth of knowledge on the selling sheets, thus offering merchants an effective package.”
Timber products are key components of builders merchant sales. Stephen Thompstone, Buildbase northern division director, commented: “Up to a third of Buildbase’s sales volume potentially comes from timber and timber-related products so thorough product training is essential. With our timber champions training we have a pool of staff who can answer customer questions about timber and sustainability. Ultimately our aim is to have one timber champion at each Buildbase branch. We are a general builders merchant so it is vital to have staff who can give specialist advice.”
Work experience
A stage further down the supply chain, a gap is appearing between enthusiasm for timber-related training and the availability of work experience. Pam Barker, general secretary of the Institute of Carpenters, explained: “The good news is that many college courses are quickly over-subscribed. We also receive numerous enquiries from youngsters and people considering a career change, seeking advice on courses and on finding apprentice placements. Such placements are difficult to find: most of our members are self-employed or in small companies and find it difficult to take on trainees. Instructors find it difficult to help students complete their portfolios of work-based evidence if they are not employed. Without this, students cannot achieve an NVQ nor a CSCS card which is becoming compulsory on many construction sites.”
BWF training sessions
In joinery, some 32 British Woodworking Federation (BWF) training sessions have been attended by 226 people since 2003, and larger members companies ask for courses at their premises. “We became aware that a high proportion of calls to our technical department had their roots in a lack of understanding of the raw material,” said BWF director Richard Lambert. “Members felt strongly that this reduction in know ledge had become most noticeable since shorter apprenticeships were introduced. We decided to launch our own training and the first module has been so successful that we are now running a second on timber treatments and coatings, and this year we hope to launch a third covering timber sustainability issues.”
At high street level, DIY retailers are becoming aware of timber-related training. Catherine Summers, product marketing manager with Focus DIY, has been involved in rolling out training on garden products: “Last spring we organised sessions in our 16 regional training areas across the UK on garden products, including timber decking from SCA. It’s important to get across the technical information but also the selling skills associated with a product. The decking training encompassed the SCA Deck-in-a-box concept, instructions for installation and the skills required to sell the product to customers. A practical session on installation gave staff an additional depth of knowledge to answer customer queries.”
For timber and wood products, it seems, know-ledge truly represents power: the power to sell, and the power to create a satisfied customer base.
