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s a l e s t r ai n i ng m anu al
the s t ory
From its unique network of Amish workshops to its quality craftsmanship and
commitment to sustaining the environment, Simply Amish has a remarkable
story to tell. Because it is so remarkable and because it resonates with
customers, you should know and share the Simply Amish story.
MANY STYLES. ONE STANDARD.
SALES
TRAINING MANUAL
SOME BASICS
Kevin Kauffman was born into an Old Order Amish family where he and his brothers
learned the finer points of furniture craftsmanship from their dad.
Kevin loved everything about the furniture making experience, from designing to
building to finishing fine wood furniture. And discerning furniture customers liked
the products they were getting from the Kauffman family workshop so much that their
business outgrew their ability to keep up with it.
It was then that Kevin and his uncle, John Mast, decided to form a special
company.
Their idea was to work with local Amish workshops to meet the rising demand. But
knowing that there was a wide disparity in quality from workshop to workshop, they first
developed a set of quality standards.
• They shared their special three-step sanding and finishing regimen.
• They mandated specifications for wood types and drawer thicknesses and joinery
and the like.
• They emphasized the importance of consistent, high-level quality.
• And they implemented a rigid final inspection program.
Then they went in search of Amish workshops capable of abiding by such high
standards.
Some of those workshops were then and are still staffed by members of the Kauffman
family: Kevin’s aunts and uncles and cousins. In fact, Kevin’s uncle, Butch, became a
partner in the new business and helped recruit other Amish craftsmen to the fold.
A fourth partner, Kent Patterson, was added, and with the network of workshops finally
established the team went to work perfecting innovative methods of order processing
and distribution.
The result of all that work was the furniture phenomenon known as Simply Amish.
Simply Amish now markets its products to furniture dealers throughout the U.S. and
Canada. High tech order processing and modern distribution methods satisfy even the
most sophisticated customers with products from the most humble craftsmen.
www.simplyamish.com
1-The Story
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TRAINING MANUAL
ABOUT THOSE WORKSHOPS
Simply Amish is not just a clever marketing name. Our wood furniture is designed by us
and built by the Amish:
• The workshops are located on more than 50 family farms across America’s heartland.
• Most workshops have four or five workers; the largest employ 30 or so skilled
craftsmen.
• Each piece is hand crafted for the customer who orders it.
• Some modern equipment is used —hydraulic or compressed air tools powered by onsite diesel generators—but experienced hands and eyes are the quality difference
makers.
• Hand crafted wood pieces are signed by the craftsman who made them.
a few words from kevin kauffman:
I just want furniture dealers and customers to know that none of the things that
made Simply Amish such a success have changed.
All of our designs are exclusive. We come up with our furniture designs ourselves.
Even I still occasionally design a new collection. Or someone will describe a look
they would like to see and one of our team members will draw it up. Either way, we
figure out how we want something built, and then we take it to the workshop we
think is best suited to build it.
I was born and raised Amish. I still have family members who build for us.
Regardless, we work only with the best Amish craftsmen.
Customers should make no mistake about it: when they choose Simply Amish they
are getting something we designed and built in an Amish workshop. Just the way it
was when my dad and brothers were working on our family farm.
Simply Amish just makes it easier for the customer to buy guaranteed top quality,
exclusive designs direct from the Amish.
Kevin Kauffman
Co-founder & Owner
2-The Story
www.simplyamish.com
SALES
TRAINING MANUAL
OUR HANDMADE WOOD FURNITURE
Our handmade tables and chairs and beds and case pieces are all made one at a time.
The customer chooses:
• One of seven solid hardwoods. Solid hardwood has always been the basis for solid
customer satisfaction at Simply Amish.
• The desired stain and finishing technique, such as distressing or rubbing.
The craftsman will:
• Shape select kiln-dried wood to the desired style.
• Smooth it in a three-step sanding process.
• Stain it with hand-applied color.
• Seal it with the finest varnish for lifelong protection.
SIMPLY AMISH CUSHIONED SEATING
Our customers told us they love our wood furniture. But they also want something a little
softer to sit on from time to time. So we added a line of wood seating with comfortable
upholstered seat cushions and back pillows. Obviously, there are no Amish workshops
that make cushion foam or modern woven fabrics. But we found the next best thing—a
small custom upholstery maker who will make cushions to the Simply Amish standard.
The result: custom fabric choices on all of our cushioned seating pieces.
www.simplyamish.com
3-The Story
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TRAINING MANUAL
WE'RE ALL ABOUT CHOICE
• Nearly 100 different handmade wood styles
• More than 75 combinations of woods and stains
• Hardware in wood, porcelain and 11 different metals
• Several hundred upholstered sofas, loveseats, chairs and ottomans
• More than 130 fashionable fabrics and leathers - or choose your own and we can put it on
Each piece is custom built. Orders are tracked by customer name. Wood pieces are signed
by the individual who built them. This is personalized furniture in an impersonal age.
QUALITY
Quality is a given with Simply Amish.
• Wood finishes sanded and stained by hand.
• Solid wood drawers with dovetail joints, front and back.
• Deep drawers with smooth-running, under-mounted hardware for extra support.
• Tables sealed on the bottom to prevent warping.
• Highest quality cushion foam in our upholstered seat cushions.
• Much more which will be detailed later in this Sales Training Manual
4-The Story
www.simplyamish.com
SALES
TRAINING MANUAL
GUARANTEED QUALITY
For the kind of furniture we make, there is only one kind of warranty that makes sense:
Lifetime.
For as long as the original purchaser owns their Simply Amish furniture we will repair or
replace any defects in workmanship or materials for free. In fact, if the warranty claim is
on one of our handmade wood pieces, we will have the same person who built the piece in
the first place do the repair. The wood finish is guaranteed for one year.
Naturally, this assumes that the furniture was used and cared for normally and not abused.
Our pieces with upholstered cushions also have a lifetime warranty on the frame, springs
and cushions. Recliner mechanisms are guaranteed for three years. Fabrics, leather and
sleeper mechanisms are guaranteed for one year.
It’s a great guarantee. Pretty much what you would expect after all that goes into the
product.
GREEN IS OUR SECOND FAVORITE COLOR
Being environmentally “green” is not the latest fad for the Amish. It is how they have
always lived. No cars, no electricity, no washers and dryers. But then there is also:
• Lumber from hardwood suppliers pledged to practice environmental responsibility
• Hardwood sources located within 500 miles to save fuel and vehicle emissions
• Furniture wrapped in blankets for shipping, not plastic
• Wood scraps recycled to heat workshops and homes; sawdust used for animal
bedding
• Innovative construction, heating and cooling at our distribution center to preserve
precious resources
However, perhaps the most environmentally helpful thing of all is that we do not
manufacture “temporary” furniture. Most Simply Amish pieces are destined to become
family heirlooms. They do not end up in landfills.
www.simplyamish.com
5-The Story
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REVIEW
1. T or F — No modern equipment is used by the Amish craftsmen.
2. How many hardwood choices are there for Simply Amish solid wood pieces?
3. How many steps are involved in sanding at the Simply Amish workshops?
4. Simply Amish craftsmen put their signature on___________________________.
5. What is the Simply Amish guarantee on most of the components of their wood and upholstery products?
6. List two or more environmentally responsible things that Simply Amish does.
7. T or F — Seat cushions sold by Simply Amish are not manufactured in Amish workshops.
Review your answers with your manager or check the previous pages to verify your responses.
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