April 2007

A Frustrating Experience Highlights the Importance of Training

Has your company recently unveiled a new service or capability? Whether it was a major upgrade such as a press or binder installation or a comparatively minor improvement such as a new software suite, your company was likely excited to introduce it to customers as quickly as possible. But were your people trained to support that capability the minute it hit the streets?

Finally Success!

The rush to introduce a new service must be balanced by the need to have the necessary personnel trained to use it and communicate its benefits. Nowhere was this lack of balance more apparent than an experience a Grow Sales Inc. employee had during a recent trip to the post office. 

A Lesson in Frustration
The post office adventure began by filling out the form required to send a piece of registered mail. Traditionally, receipts confirming delivery of registered mail were only returned via the post office (go figure!). However, a display at the local Post Office enthusiastically announced a new service: The USPS now offers automatic delivery of registered mail receipts by e-mail. After waiting in line, we asked the postal clerk how to take advantage of the service.

She said, “She was unsure,” and asked a few fellow postal workers if they understood how the new service worked. While they were familiar with it, none knew the steps involved. They suggested we wait in another line to speak with a manager, who then explained that the service required follow up steps online. She couldn’t even guarantee that an e-mail would be sent upon delivery, which was the point of an e-mail confirmation!  To top it off, we had to stand in line again to use to the Domestic Return Receipt product, which was our original objective.

More than Competence
There is a powerful lesson to be learned in our industry from this little rant. The excitement that accompanies the unveiling of a new service will quickly erode if customers are stymied by employees ill-equipped to handle questions or problems.

Avoid such a scenario by implementing a training protocol that involves all management and customer-facing personnel. Training should go beyond mere competence with the mechanics of the new service or capability. Stress the bigger picture by ensuring employees can articulate the value this new service holds for current and future customers. The resources in time and dollars for such training will be well-spent when customers walk away with a feeling of confidence in your capabilities and your company’s ability to perform them. 

What Grow Sales, Inc. Can Do For You
Since 1996, Grow Sales Inc. has helped graphic arts companies capitalize on new capabilities with a mix of outbound marketing, public relations, web and graphic design and sales support services. Our industry focus also allows us to serve as a “talking partner” to your management team, ensuring every sales opportunity is addressed quickly and appropriately. Call us today to learn more about how we can help you grow your business.

Back to E-Tips