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Hawley-Lambert launches dealer staff training platform, HLC University

Published February 8, 2018

LEXINGTON, S.C., & LEVIS, Quebec (BRAIN) — Hawley-Lambert launched an online dealer staff training platform for all its North America accounts. Called HLC University, the platform is hosted on both the Hawley and Lambert dealer websites. The video-based training modules are designed to educate staff and set them up for success on the sales floor, the company said.

"Good salespeople know their product and build confidence around what they're selling to a customer," said Pat McGinnis, the vice president of commercial for Hawley-Lambert. "HLC University is designed to give sales people the brand knowledge they need to successfully sell with confidence — to tell a brand's story and to create raving brand ambassadors."

The launch of HLC University includes more than 20 training modules from nine brands, including EVOC, Park Tool, SRAM, Look, Tacx, Muc-Off, BionX, Lezyne and Kryptonite. Each module includes a knowledge test that when successfully completed allows a shop sales person access to an employee purchase  program.

In a statement released by Hawley-Lambert, Bernd Stucke, the managing director for EVOC, said, "The most successful EVOC retailers are those who have invested their time into understanding our brand. ... What differentiates EVOC is a critical part of the brand story, and HLC University allows us to equip retailers across North America with the right information to be successful on selling our products."

Retailers can log in using their current credentials to access all HLC University content. The system will also provide owners or managers with analytics that allow them to track and monitor employee progress. The company expects to see a steady stream of content added as more vendors, including Saris, Campagnolo, Abus, Pirelli, Michelin, CatEye and others, are added this spring and summer.

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