Ingco now offers power tools training to retailers

Ingco training

Steve Roos, training coordinator

Skillcraft Agencies, distributors of the Ingco tool brand has opened a power tool training centre, helping sales staff acquire the necessary skills to better understand, market and sell the brand.  

Steve Roos has years of experience selling and understanding power tools. Roos has been with Skillcraft for years and is an evangelist at heart when it comes to the Ingco brand.

Previously a sales executive, Roos will now be a full-time trainer and promoter. His role is to equip the retail sales staff with the necessary information and skills to successfully sell the Ingco brand.

“The Ingco products have been extremely well received by hardware stores with more and more stores buying into the brand. We, as Ingco, recognise the importance of facilitating the consumer pull through of the stock and with this in mind, the training academy was initiated” says Angelo Angelos, managing director, Skillcraft Agencies.

Over many years Ingco have been developing brands to meet the quality expectations of consumers at an affordable price. Ingco believes that top quality refers not only to function, usability and appearance, but also to efficiency, performance and maintainability. Through the training, this message can be successfully relayed to retail sales personnel who can in turn confidently share this message with their customers.

A big part of the training is establishing a personal connection between the tool and the salesperson. A day of training consists of two parts. The morning is a theory session with Roos running through the important parts of each tool from application to maintenance, and other sales tools such as warranties and after sales service.

The second session is a practical session where Roos demonstrates how to operate the tools and attendees get hands on practical experience with the extensive range of Ingco products.

Attendants are rewarded with a certificate and leave with a set of skills and an understanding of power tools ensuring they are equipped to confidently sell the Ingco products when back in their stores.

“At this stage, training takes places every Tuesday at the Skillcraft offices in Turffontein. Training is free. Attendees need only book their seats and make it to the venue. Classes are kept to a maximum of eight trainees at a time, ensuring maximum opportunity to engage with the tools and the trainer.  Lunch, snacks, tea and coffee are all part of the offering to sales staff.

Ingco has been a market disrupter on many continents, but is especially successful in South Africa under the distribution blanket of Skillcraft Agencies. Skillcraft has been instrumental in establishing the brand locally as one that can be trusted and is affordable. “It has been a lot of hard work and effort to get to where we are and we are not done yet. We are marketing a product that is a win for both retailer and consumer, where there are acceptable margins for retailers whilst offering tools that are affordable for end-users,” says Angelos.



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