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Training programs build staff efficiencies

This is the fourth in a series of four articles on how to manage new business development vs. day-to-day operations.

Along with a solid product or service, a company’s employees are crucial to winning and keeping new business. Each employee, even those who may not be on the front lines, ultimately influences customers’ impressions of the company.

Key to creating a positive customer experience is to invest in staff development. Training and development help keep employees’ skills sharp and their knowledge up-to-date. They supercharge staff proficiency and create an ideal atmosphere for attracting and retaining top talent, according to a 2010 survey by the Society for Human Resource Management.

So how can a small business best invest in employee development? Start with the basics by ensuring employees understand and know how to best use the available tools, whether this involves a piece of equipment or computer software. To broaden skills, amp up training and development by allowing workers to attend tailored workshops and industry-specific certification courses.

One low-cost but effective tactic is cross training. The concept is simple: One worker learns the job of another. Employees have the opportunity to gain additional knowledge and valuable skills in different areas of the company. Cross training can be conducted within departments or across divisions.

Cross training gives staff members a more comprehensive view of how a company operates and can encourage innovation as employees coming from one area bring fresh perspective to another. Cross training pays dividends when someone calls in sick or is on vacation, helping to fill the void with minimal interruption in production or service.

Another way to encourage individual development is through mentoring, or pairing a more experienced employee with a junior worker. Experienced employees, including business owners, can provide valuable insight into business operations and help less-experienced workers “learn the ropes.” The most effective mentoring relationship typically involves a set of productivity goals to help the mentee move his or her career forward.

E-learning and webinars present additional cost-effective opportunities. These virtual learning tools may be online group workshops offered through industry organizations or an outside human resources (HR) consultant or self-paced course that can be done at an employee’s convenience. Virtual learning does require more self-initiative on the part of the employee, but it can be a great option for those who may be shy in groups or who have limited time to attend an off-site workshop.

Developing training programs does not need to consume a manager’s time. In fact, the end result should create opportunities for supervisors to innovate themselves toward building and developing business. An HR consultant can lead in-house training sessions or provide access to additional learning opportunities. Local and national professional organizations also offer workshops and webinars. And area community colleges provide continuing education courses in specific fields and on general business issues.

While it may be tempting to scrimp on employee training and development because of budgetary or time constraints, a commitment to employee development will ultimately help a business run smoothly and create opportunities for growth. The best performers often are more concerned about opportunities for growth and development than the size of their paycheck. Offering job training demonstrates the company’s commitment to employees’ success. Create a sound, results-driven training and development strategy to identify leaders, equip them to do their jobs and improve the performance of the company.

Efficient employees and managers equipped and empowered to handle daily responsibilities allow business owners to focus their attention on bringing in new customers – and to be confident that their team can then effectively service that business.

Janet Flewelling - Director of Human Resource Operations, Insperity Janet has more than 20 years of management experience in human resource operations, customer service and information technology. She received a Bachelor of Science degree in Psychology, Mental Health and Counseling from the University of Evansville in Indiana. www.insperity.com | Facebook | @insperity | More from Janet

I pity the small businesses that try to sell their products or services only through features and benefits. They think that hard sales tactics like cold calling or deep price discounting actually still work and are a solid way to build their business. They keep trying to sell to the same old prospects until they become so unresponsive that they are lost on how to find additional business.

Sales, in the traditional sense, is dead. In fact, trying to sell to prospects only breaks down our confidence and make us feel bad about our company. When a prospect says no to our product or service, we think they are saying no to us personally. We hate it. We feel the sting and it makes us reluctant to try it over and over again.

I learned a long time ago from Sander Selling Systems that the formula for people buying is actually very simple. Customers buy when:

1. They are in pain.

2. They have the money to solve that pain.

As a small business owner, the first task is to be able to describe the pain that your company solves and identify who has the money to solve that pain. In fact, this should be practiced as your “elevator speech.”

The next step is to forget the “S” word. Now learn the “R” word: relationships. Relationships are the key to growing your company and can bring sales to you almost effortlessly. This is because we actually can’t sell anything to anyone. We just need to be there when people are ready to buy. This is why consistent marketing is so important. You need to continually remind people what you do and how you help others. When they have a problem you can solve (and the money to solve it), they will naturally buy from you. They may even know someone else that has the same pain and make a connection.

Don’t waste your time by chasing the people that long ago decided not to buy from you. These are the same people that have stopped returning your phone calls or e-mail inquiries months ago. Remember, every prospect needs to continually qualify themselves for it to be worth your time in the sales process. As a result, the only way to grow your company over the long term is to keep investing in building trusted relationships. This is done by implementing a systematic method for “staying in touch” with people over a long period of time.

Three simple methods for doing this are:

1. Use CRM software such as HighRise, Salesforce, or Goldmine to know when to periodically contact people (monthly or quarterly). Any simple reminder system that can capture information can be effective.
2. Consistently reach out to people through phone, e-mail or snail mail. This is done not by selling them anything, but by giving them something of value they can use in their business. This can be a person they should meet, a lead, a resource article or a helpful website.
3. Use social media to “Like” or “Retweet” their comments or content. They will think of you for an instant and remember the value you bring.

Vow never to sell again. Think building relationships. It works every time.

This post first appeared on the American Express OPEN Forum.

Barry Moltz - Speaker, Consultant & Author With decades of entrepreneurial experience in his own business ventures, Barry has discovered the formula to get stuck business owners out of their funk and marching forward. He has founded and run small businesses with a great deal of success and failure for more than 15 years. He is the author of three small business books. www.barrymoltz.com | Facebook | @BarryMoltz | More from Barry