A Chat With Sue Landay, President, Trainer’s Warehouse
CS: What sets your company apart from others?
SL: I think it’s our spirit of fun and creativity. It permeates our catalog, our photography, our copy and our Web site. It impacts the way we interact with each other internally and the way we look for exclusives. We really put a premium on bringing fun and creativity into the classroom. It’s a lot of what we’re about at all levels. We really focus on customer service as well. We have a very liberal guarantee. If people aren’t happy with the products, we want to take it back. We really do mean that and stand by that. We want to treat our customers as we’d want to be treated if we were the customer. If something is falling short of your expectations, we don’t want you to have to live with it. That’s something we really try to live by.
CS: What do you think are some of your key points to success in cataloging?
SL: Can I give you a couple? I think one is listening. That’s really been critical. Part of that is listening to colleagues and employees within the company, whether that’s folks in our assembly department, shipping department, customer service. Their perspective, the challenges they have, and their worries about a product or procedure have allowed us to continually improve. We listen to our customers when they’re not happy with something and when they need something new; that’s allowed us to grow. We’ve had vendors tell us they’re not sure a certain product is going to work and we might need to do something differently. That’s been critical. Whether it’s been a product development issue, a list manager problem, a service bureau problem or whatever, I’ve really tried to listen to their expertise. We’ve been going to NEMOA shows. At each of those, if we can get one or two nuggets, and we get many more than that, we can find something to apply to our business. That’s been critical. Listening to my dad too.