Training & Development

Sales Training to Achieve Results (STAR)
The learning experience for sales professionals at American begins with our "Sales Training to Achieve Results" (STAR) program. This two-week training program is facilitated by American's Corporate Training Department.

STAR is an in-depth program that has a combination of classroom training, activities, observation and follow-up development plan for each trainee. Each candidate will receive training in American's Question and Listening Sales Process, product knowledge, computer systems, policies, procedures, and customer service skills.

Question and Listening Sales Process Certification
The Question and Listening (Q&L) Sales Process is a very effective and proactive method of meeting the needs of our customers. Successful execution of the Q&L has shown to dramatically improve sales and, most importantly, our customer's satisfaction with those sales. To master this process, the sales professional must be a good communicator; one who asks good questions, listens carefully to what the customer has to say, matches the right product to the customer's needs, and helps the customer understand HOW the product meets their needs.

All sales professionals, as part of their performance standards, are required to be certified in the Q&L Sales Process. To help sales professionals achieve this goal of certification, the sales manager takes on the role of mentor and coach, works closely with newly hired employees (usually within the first two quarters of employment) and guides them toward "Mastery" execution of the process.

American 5.0 (Customer Relations Training)
American 5.0 is the name of our customer relations training program. The 5.0 refers to a perfect customer satisfaction score of 5.0 on our Customer Satisfaction Index. The program is integrated with our STAR program for Sales Professionals, and is a stand-alone one-day training session for all other front-line employees.

Leadership Education & Advancement Program (LEAP)
American's Leadership Education and Advancement Program is focused on making the progression to a management position rewarding, challenging, and profitable. This one-year program offers extensive training and support to help management candidates quickly become successful when moving into the role of Sales Manager. The three phases of LEAP include:

Phase 1 - Orientation to American’s Sales Floor
This is an on-the-job orientation to American for recently hired management candidates. For at least the first 3 months, they will be mastering the computer system, our sales process, and product knowledge. As a sales manager you are responsible for coaching and developing your team, so this is a critical step in demonstrating your understanding and ability to execute the sales process.

Phase 2 - Classroom Training
Classroom training takes an interactive and realistic approach to helping candidates understand the importance of the leadership role of a Sales Manager. Subject matter experts from Training, Human Resources, Sales, Store Management, and Marketing Departments facilitate phase 2 learning.

Phase 3 - On-the-Job Learning
After completion of Phase 2 candidates will be given two blocks of on-the-job learning opportunities that are either self-directed or facilitated by the store manager. After each block is completed, LEAP candidates convene at Corporate Training to review written assignments and to expand discussions in order to solidify themes emphasized in each block.

Transition Phase
When a candidate is promoted into management, American provides transition training to help new managers to take what they have learned in LEAP and put it into practice on the sales floor.

Customer Assistance Training and Certification
All full and part-time employees complete Basic Training and Certification within the first 90 days of employment with American. Employees are provided computer, customer service, cashiering, and credit training as part of the Basic Training. Full time employees are also provided with Advanced Training within 10 months of starting with American. Computer, customer service, cashiering, and credit training is more in-depth during the Advanced Training.

As part of American's career progression in Customer Assistance, Customer Assistance Specialists that have completed the Advanced Training may be considered for Customer Assistance Supervisors. American provides on-the-job training, observation, and one-on-one training to help develop an expert level of knowledge in support matters. CA Supervisors help develop, train, and coach our Customer Assistance personnel.