"What is unique about Sweetwater's training model?"

JR: It's kind of funny, but the fact that we actually have a training model actually makes us pretty unique. Personally, I think it's the thoroughness of Sweetwater University. We go far beyond "how to write an invoice" and some basic technical overview and really dig into the entire sales process in terms of a truly professional approach as well as covering music technology and theory in a very heavy duty way. We have to - our reputation and credibility are on the line every time a Sales Engineer communicates with a customer. For example, if a Sales Engineer can't pass the technical exams that are part of Sweetwater University, they can't work here, period.

"Why does Sweetwater have such a long training time?"

JR: While it's really expensive for us to pay our employees to be trained for 13 weeks, we feel it's critical in order for our sales team to continue to live up to customer expectations of Sweetwater. We've developed a reputation as being the place where the sales staff knows its stuff so it's all a matter of standards. We know what a Sales Engineer at Sweetwater needs to know in order to get the job done at a very high level. Every employee comes in with a slightly different skill set, level of experience, and area of expertise so there are always a few holes to fill and knowledge to flesh out. We've found that we are able to accomplish a very complete training within this time frame...it's just really hard to cram everything they need to know to do this job in a shorter period of time. Remember, the training never really ends here...the sales staff goes through several hours of training every week.

"Who does all of your training?"

JR: It is truly an all-star cast of very experienced instructors. We draw from talent within the building (including Chuck, sales management, Sales Engineers, tech support, literally every department manager, etc.) as well as manufacturer product specialists, factory representatives, and factory management. The depth of knowledge and experience shared is just unbelievable.

"When did Sweetwater start Sweetwater U?"

JR: Back in the "old days," the sales staff actually started kind of a study group which met regularly during off work hours so they could keep up to speed on the latest technology and product developments. This was slightly formalized to a once a week evening session run by Mitch Gallagher (yes, THAT Mitch). About six years ago, we held what we called "Super Sessions" which were intensive 2 week training sessions for the current staff. At that time we also formulated the genesis of our current program. Obviously, it's constantly evolving, but from the beginning it's consisted of one week of orientation followed by three 4-week blocks (Analog, Digital, Keyboards/MIDI/Synthesis) layered over lots and lots of business and professional training.

"How long does the training program take?"

JR: 13 weeks from start to finish. This includes time working with senior Sales Engineers that we call "Team Interaction" where the folks in Sweetwater U get valuable hands-on experience.

"What's Sweetwater U's biggest benefit?"

JR: For us and for our customers, the biggest benefit are confident, competent, and long-term employees. Our turnover rate is extraordinarily low and that's largely due to the fact that our sales staff is well prepared to do the job. We don't just toss people out on the sales floor and hope they can swim. It's a long-term commitment on both sides.

"What do you cover?"

JR: Obviously, we hit the technical side of things awfully hard. We are known as being the place a customer can call and speak with somebody who really knows their stuff technically. While it's important to have a knowledgeable sales staff, it's probably even more important to have a truly professional sales staff. That doesn't relate to secret ninja sales tricks, it relates to being honest-to-God business professionals and working with our customers with a very long-term perspective. It means really understanding and caring about what a customer's needs are and following up on every detail. In this regard, we actually cover a lot of subject matter during Sweetwater U that hits on life skills. For example, I go through "The 7 Habits of Highly Effective People" with every new sales employee. We want our employees to not just be successful here, but fulfilled in life as well. There's a very high level of commitment on both sides. Frankly, I believe that is the real key to Sweetwater's incredible growth and success. People matter. The better the people and the happier, smarter, more confident, and competent the people, the greater the chance that good things will happen.

"How do you know if somebody is succeeding - what does it take to pass Sweetwater U?"

JR: Due to the great amount of instructor interaction, we have a very direct read of how well each person is doing, even without looking at the quiz and test results. The ratio of "student" to instructor is also conducive to a lot of personal attention. This is a VERY intense training, with lots of homework and extremely high expectations in terms of performance. While I hate to relate work to combat, I have a favorite quote by the famous Russian General, Marshal Suvorov, "Hard training, easy combat; easy training, hard combat." Being a Sales Engineer is a very challenging job, and we want our team to be well prepared.

"How do you introduce new Sales Engineers to the sales floor?"

JR: There are dedicated times every four weeks (this overlaps with the orientation week for the new hires) during which each new Sales Engineer spends time in what we call a "Team Interaction." They are paired with one of our Senior Sales Engineers and work closely with them and their existing customers. I'm a big fan of mentoring (hey, I know there are a lot of people here who are a lot smarter than me, we'd be foolish not to take advantage of this knowledge and experience). The benefit for the Senior Sales Engineer is the extra help and the advantage for the new SE is the ability to work with clients, our systems and products while under the watchful eye of a very experienced mentor.

"What are some of the reactions of Sales Engineers when they get into this training?"

JR: They are consistently blown away by how thorough it is. Honestly, they are also shocked at how challenging it is. Sometime into the second week, we usually see the deer-in-the-headlights look as they realize just how challenging the training is. We do get the occasional, "Holy cow, this is harder than anything else I've ever done!" comments. Some of the folks have compared this to a graduate degree program crammed into 13 weeks. Inevitably, they rave about it and are very appreciative of the effort we've put into preparing them for the real world on the sales floor.

"What type of candidates qualify for training?"

JR: Most of our current hires have music technology degrees or pretty extensive studio/retail backgrounds. The fact is, we really can't train anybody from square one in Sweetwater U. There has to be a strong foundation of knowledge going in. Beyond the technical knowledge, the things I'm looking for most are attitude and aptitude. It's not critical to have a complete skill set going in, but there has to be a genuine "fire in the belly" and desire to grow personally and professionally.

If you think you've got the right stuff to work at Sweetwater, email your resume or simply complete the online application in our Resume Center. You can also call us right now at 1-800-222-4700 and ask for the Career Center, or mail your resume to:

Human Resources Department
Sweetwater Sound, Inc.
5501 US Hwy 30 W
Fort Wayne, IN 46818