Training, training, training! We all talk about it, and we all say we have a training plan that provides our employees with all the training they need to do their jobs safely and efficiently. It’s a necessary cost of doing business that is often included in the HR or Marketing budget as an operating expense with no offsetting revenue. In most cases, the training budget is determined by a simple calculation of # of employees x set dollar amount per person = training budget.
Then there’s the training you do with your jobbers. Product knowledge training is the most popular and, prior to COVID, was typically done as a lunch-and-learn, or done after hours with a meal, drinks and a manufacturer’s sales rep delivering a how-to training session. This type of training is either offered free of charge or at a small fee. Of course, most training today is delivered virtually and has varying degrees of success depending on the shop owner’s willingness to participate. All training has a cost associated with it, but if it’s well done, you’ll see an uptick in sales on a particular product.
Having said that, I want you to explore training with me through a slightly different lens. Where training does have an offsetting benefit to your company is where it can be measured in more ways than one. In fact, you CAN benefit financially from targeted programs aimed at the personal and professional development of both your team and of your clients!
Let’s first look internally at the training plan you have in place for your business. A training plan is typically a well-documented list of the necessary minimum requirements for every employee to complete in order for the company to comply with specific health and safety regulations or to mitigate potential legal issues. Anti-harassment, antitrust and forklift training courses are perfect examples. First and foremost, they keep employees safe and secondly, they are necessary skills for employees to learn in order to perform their jobs.
While these courses are absolutely necessary and will continue to be a part of your business, I question whether this sort of training plan is enough. If the goal is to meet or exceed various regulatory requirements in your region, then I would say a training plan is exactly what you need. However, if the goal is to engage your team in a manner that encourages and excites them to grow their skills and develop a passion for a career at your company, then I would seriously consider adopting a professional development program for your team in addition to your existing training plan.
Professional development is a concentrated effort to guide the individual team member to grow the necessary skills so that they can advance their career. And, if done right, their career advancement will be within your company. Team members who are engaged and passionate about what they do will become long-time employees and be a walking advertisement for your business. If they feel that you’ve invested in them, in their career, in their personal well-being, not only will they stay at your company, but they will invite other like-minded people to seek out your company for employment. Imagine the cost savings to you when, the next time you have an open position, one of your employees is able to bring in a highly-qualified candidate who says “I hear this is a great place to work!” How many open jobs do you have posted right now? Are your employees recruiting for you?
If not, I urge you to consider adding a professional development program to your plan with courses that are of particular interest to your team where they can learn some “soft skills” that make their jobs easier and ultimately more enjoyable. Be creative and be sure to ask your team what they’re interested in rather than telling them what courses they need to take.
Secondly, looking externally, let’s take it a step further to discuss the professional development program you are offered by your jobbers or manufacturer reps. When you attend training sessions on particular products are they simply regurgitating the list of features and benefits from the manufacturer’s sell sheet with the hopes that you will buy the product from them rather than a competitor? Can you get that same information from a competitor who also sells the same product or a comparable product? What is it about their training that sets them apart from their competitors? Is their “training” actually a sales pitch in disguise?
It goes without saying that some products, tools in particular, need some degree of product knowledge training. They’re high-ticket items that deserve support so you can get the best use out of the tool for the money. Diagnostic tools in particular should be a revenue generator and should deliver a good ROI. There’s no question that must continue seeking out product knowledge training to continue to improve your business.
Being that you are in the service business, you could benefit greatly from some business development training that helps your team learn ways to set themselves apart from the competition. Service is king in an environment where consumers are looking for more for their money. Consumers want convenience; they want a friendly and professional greeting when they drop off their car; they want a job done right!
Seek out a business development program that will help you transform your business to realize higher net profits. It should help you create a superior business culture that attracts and retains qualified technicians and support staff. You don’t have to have the lowest door rate in the area to attract new business and putting more hours in every day at the shop is not necessarily going to deliver more to the bottom line.
The reality of today is that service repair shops are not be able to sustain their business by simply installing and selling parts. You must offer superior service to your consumer clients so you can secure a larger part of that vehicle’s total repair and maintenance. You are in business to be profitable and to provide for your family as well as your team’s. It is your responsibility to seek out training that helps you do just that.
Developing and strengthening your internal team with a clear and concise professional development program, coupled with a quality business development program, is a winning combination that should become a staple of your business model.
