Most small business owners invest very little time or money on training themselves or their employees. There are a number of reasons for this:

  • The benefits of doing it are never measured or quantified.
  • The time that it takes may not be available to many small business owners.
  • The cost of completing it can be prohibitive.
  • Fear of losing an employee having invested in them.

Ongoing training for employees and managers should be mandatory. If only in the area of sales improvement, service and over all attitude.

Consider this example.

A furniture shop has 1000 visitors to the store in a month. They are no greeted or engaged with unless they request help. When help is provided, it is careless and indifferent. Only 100 of the customers buy and they each spend €500. No loyalty is created and none of the customers are enthusiastic about visiting the shop again. 10 of the deliveries are late and end up being cancelled. Total Value of Sales – €45,000 in the month

Why would this company spend money on advertising when it should be spending money on training? Imagine if it did some simple customer service and sales training.

Again, 1000 customers visit the store. They are all greeted warmly, allowed to browse, Little-Gold-Bookcoverconfident that there is a friendly person available to assist them. They walk around comfortable in the store. The store is well presented because the team have been trained in merchandising. Customers can see what products would compliment other products they may want. 250 of them buy products and with help from the team, they spend €550 each. There are no late deliveries and all the customers would consider returning to the store. Total Sales for the month – €137,500 – Cost of Training – About €1000

Why would people not implement an ongoing training policy?

Training can be a great way to reduce your customer acquisition costs and increase your value of each transaction. But training delivered once and never revisited will not deliver. Training needs to be ongoing – if only for 10-15 minutes a week. What works well – is everyone doing this the same way. What does not work so well – Are we trying to eliminate this from our process?

As a manager or owner of a business, training needs to form part of your weekly mantra to your team. Believe it or not, training will make your life easier and will deliver better returns to your business.

As a team member, request training as much as possible, also self train, read and watch as much material as you can on your own development.

Call me today to start the process of ongoing improvement in your business.

About the author,

Hi I’m Derek O’Dwyer. I have been an ActionCOACH for the last 18 years. I live in Clare and work with businesses around Ireland to take their business to the next level. I am passionate about business and providing help and advice. In the past 18 years I have worked with over 400 business owners helping them and their business. I adapt my coaching depending on what you and your business need. I find that each coaching relationship is different but as long as we understand that we have a common objective with timescales, positive things happen quickly. I am a firm believer i the concept of “what you can measure you can manage” and “what you measure you can improve”. Key performance indicators and accountability form the bedrock of my coaching platforms. If making more money from your business, working less hours in your business and having a great team running your business then it’s worth having a discussion with me. If you are willing to implement changes I will be there to help every step of the way. In terms of personal accolades and recognition I have been awarded ActionCOACH of the year in Ireland every year for the last ten years In 2019 I was inducted into the ActionCOACH Global Hall Of Fame I was global Rookie Coach of The Year in 2002 having achieved remarkable success as the first ActionCOACH in Europe. Many of my clients have also received awards from their peers for their business improvements.

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