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Success
requires great customer service. The only way to have
great customer service is to have a well-trained team of
professionals on your side — a dream team. But how do
you create that dream team?
First,
you have to create an ongoing, structured training
program. Training may seem like one more extra job, but
trust me: it will be one of the most valuable and
rewarding jobs you will ever do for your business. Take
the time to do this work — you will reap big rewards
from it.
Of
course, the training process is more intense at the
beginning of a career, but it should never stop. There
will always be new information coming into your
business. Any successful business is always changing,
growing and improving.
The
more quality time you take during the training process,
the more your profits will increase. The more educated
and inspired the members of your team will be and the
better they will be at their jobs.
Level
1 Training. New employees at Level 1 are
unconsciously incompetent. They are unconscious of how
you run your business and what to do at their new jobs.
They are incompetent in terms of the skills needed to be
a successful employee in this business, your business
— even if they have some sales skills when they start,
they still don’t know how things run in your company.
Start
by teaching the basics of your business, step by step.
Let them develop the skills of welcoming your customers
into the store and gaining customers’ trust. As your
new staff members build rapport with customers, they
will also be building their own confidence.
Of
course, product knowledge is very important. But when
new employees start out, it’s more important for them
to make themselves and the customers feel comfortable.
Take
the time to walk new employees through your inventory
one line at a time. Explain the details gradually,
starting with the most important feature or
specification, and then move deeper into the subject,
watching to be sure they are following you. Ask
questions from time to time to be sure. Always emphasize
what the product is good for and how to make the best
use of it, not just how it works — not just specs. And
always show your enthusiasm.
In
fact, treat your new staff members as if they were your
special customers. Sell them on the excitement of your
inventory and what they can do to help the renter who
has a need. This level of training can be the most
encouraging, because the new employee starts out with a
lot of energy and excitement about the new position.
This is the “teachable moment” — make the most of
it.
Level
2 Training. At this level your trial training
period should be over. Your new employees have learned a
lot the first month, so now they are no longer
unconsciously incompetent. Now they are consciously
incompetent — they are conscious of what needs to be
done on the job, but they still do not have the skills
to be great at it.
This
level can be the most frustrating of all. The excitement
of the new job may have worn off somewhat and the new
hires are frustrated because they see others doing well
while they have plateaued.
At
this time it is important to recognize their
accomplishments and compliment them on how well they are
doing. Keep supporting and encouraging them at this
level — they need a cheerleader, and that’s you,
boss.
Set
up a meeting to discuss how they’re doing. Offer your
support. Remind them that the learning process is
ongoing — you yourself, in fact, are learning all the
time, too.
Let
them talk to you about how they feel about their new
positions. Discuss concerns and answer any questions
they may have. Be receptive. Find out what makes them
want to work on improving their skills.
Now
teach the fine art of pampering your customers. Teach
them how to build relationships.
Level
3 Training. Whoever says you can’t get good
help never took the time to train a staff to reach this
level. When your employees reach Level 3, they are
consciously competent. They are conscious of what needs
to be done on the job and are very knowledgeable about
how your business runs.
They
are competent because they know your inventory well and
can advise customers about how to use equipment most
effectively for what purposes.
Show
your appreciation and reward them for their
accomplishments.
Now
the next step is to empower your staff to make decisions
and accept their input. Hold regular employee meetings
and ask what is working well, what is not working so
well — emphasize the “what” and not the “who”
in problems: not who was at fault, but what happened.
Make it clear that you want their input. Listen to what
you hear. Take notes. Ask questions to clarify the
answers.
What
you are creating is that dream team you wished for — a
competent team of people who not only keep your business
successful, but point the way toward greater success
ahead by taking ownership of their jobs and investing
their ideas. |
