Canto USA Hosts Inaugural Rep Sales and Product Training Event

Canto USA hosted its first rep sales and product training in Atlanta, bringing sales representatives together for hands-on RETRO Series and followspot demonstrations, a behind-the-scenes production facility tour, and sales and marketing sessions designed to better equip reps in the field.

Event overview

Canto USA welcomed sales representatives from across the country to Atlanta for its inaugural Canto USA rep sales training and product training event. The gathering gave representatives a closer look at Canto USA products, manufacturing, sales strategies, marketing resources, and upcoming product developments.

The event combined classroom sessions, hands-on product demonstrations, and a tour of Canto USA’s production facility. Representatives also received an early look at updates to the RETRO Series along with additional training on Canto USA’s professional followspots.

Agenda highlights included:

Classroom sessions on product positioning, sales messaging, and marketing support
Hands-on demonstrations of the RETRO Series and followspots
Factory tour showcasing in-house production and testing processes
Open feedback and market trends discussion to guide future product and support priorities

Sales representatives attending a Canto USA training session in Atlanta

Canto USA Rep Sales Training in Atlanta

The event started with a welcome reception in Atlanta, giving the reps time to meet before training began the next day. During the sessions, Canto USA team members walked through the RETRO Series and followspot lines, focusing on how the products are used, where they fit, and what reps should know when talking with customers.

The sessions also included discussions about marketing, the sales process, and ways representatives can better match Canto USA products with the needs of theaters, schools, houses of worship, performance venues, and other customers.

The training wrapped up with an open feedback session. Representatives had an opportunity to talk directly with the Canto USA team about customer questions, market trends, product needs, and ways the company could continue improving its products and support.

“It was great having some of our reps in for training to meet face to face and share ideas while talking about current and future products. I look forward to seeing everyone else soon. Thank you to all who could attend!” said Shawn Harmon of Canto USA.

RETRO Series and Followspot Product Training

A major part of the event focused on helping representatives better understand Canto USA’s core product lines.

Training on the RETRO Series gave attendees a closer look at LED retrofit applications and product updates. Representatives also spent time learning more about Canto USA followspots, including product features, applications, and considerations that can help when discussing lighting needs with customers. For more technical background on followspot operation, see The Art of Followspot Operation.

Giving representatives more direct experience with the products helps them answer questions more confidently and make recommendations based on the requirements of each project.

Canto USA representatives touring the production facility

Inside Canto USA’s Production Facility

After the classroom sessions, attendees toured Canto USA’s production facility for a behind-the-scenes look at how products are manufactured and prepared for customers.

The factory tour gave representatives a clearer understanding of the work completed in-house and the steps products go through before leaving the facility. That firsthand knowledge can also help representatives explain Canto USA’s manufacturing process when speaking with customers about product quality, availability, and project requirements. For more detail on in-house testing and quality-control steps, see Quality control process: How Canto USA tests RETRO fixtures and followspots.

“I was impressed with what Canto can do and look forward to future projects with your products. I was very excited to learn your process and how much you make in-house,” said Jim Gangl of JTH Lighting Alliance.

Bringing Sales Representatives and the Canto USA Team Together

The event also gave representatives and the Canto USA team time to meet face to face outside the classroom. The evening concluded with dinner in Canto USA’s newly expanded facility space, giving attendees another opportunity to exchange ideas and talk about what they are seeing in their individual markets.

That direct feedback is an important part of Canto USA rep sales training because representatives work closely with customers and can provide firsthand insight into common questions, changing project needs, and areas where additional product or sales support may be helpful.

“We are so excited about the success of our first rep sales training event,” said John Luhrs of Canto USA. “It was great to get all the reps together and provide them with the tools necessary to understand our products. We want to be able to support our reps so that they can make the best recommendations to their customers, and we believe this event has helped us achieve this.”

“Being the person in the room with probably the least Canto experience, I just have to say WOW! This was my first manufacturer’s training and your team set the bar incredibly high,” said Ruth Huston of SESCO Lighting.

Representatives speaking with Canto USA staff on the factory floor

Key Takeaways From the Training Event

Better understanding of the RETRO Series, its applications, and product updates discussed during the event
Additional training on Canto USA followspot features and applications
Firsthand experience with Canto USA’s in-house manufacturing process
More information representatives can use when discussing product quality, applications, and project requirements with customers
Direct communication between representatives and the Canto USA team about market trends and customer needs
Feedback that can help guide future products, training, and customer support

Companies in attendance

Representatives attended from SESCO Lighting, Inc., OCS Lighting + Control, Diversified Group, Chesapeake Lighting, CLI Lighting, Rigging, and Controls, JTH Lighting Alliance, Wunder Lighting and Controls, MPA Lighting & Controls, and Swaney Lighting Associates.

Canto USA’s first rep sales training event gave representatives more hands-on knowledge of the company’s RETRO Series, followspots, and manufacturing process while also giving the Canto USA team direct feedback from people working with customers across the country. The event created a stronger connection between product knowledge, sales support, and the real-world needs representatives encounter in the field.