Convenience Store News - July 2018 - 30

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Employee Training Must-Dos

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SMALL OPERATOR

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Everything you want to accomplish in retail revolves
around proper training
TRAINING IS THE MOST IMPORTANT ELEMENT

of the foundation on which to build a
retail business. Everything you want to
accomplish in retail revolves around training. I firmly believe that good salespeople
are born, but great retailers are developed. It takes consistency and repetition
to create a retail culture that enhances
the customer experience.

By Roy Strasburger,
President, Strasburger Retail

Of course, training takes place in all parts
of a company or organization. Accounting people need to be trained. Marketing
people need to be trained. Store personnel
need to be trained. All of this training needs
to be interrelated so that one section feeds
off another. This is truly a case where the
sum is greater than the parts.
What do you need to focus on when you
create a training program?
Although I am going to use store operations
as an example, I think the following ideas
are applicable for any type of training that
takes place within your organization.
Training is about communication. It's not
just about knowing what words to say and
how to speak well. It is about how to tell a
story that resonates with your audience.

A good trainer must have experience in the
areas in which they are training. They have
to know the battles that will be fought, the
problems that will arise, and the various
psychological components of the tasks to
be done. Sending out a trainer who does
not have experience in the subject matter is
like sending a fireman to fight a house fire
with a water pistol. It's going to be ineffective and it will not be respected.
The first step is finding a person with the
requisite experience who can tell a good
story. That person will be able to command
the attention and, more importantly, the
respect of the trainees. Ultimately, the role
of the trainer is to become a mentor. The
trainer will be someone who gives advice,
listens to problems, and is there to help
spot flaws and inconsistencies in your
organizational program.
Once you have someone who can tell a
knowledgeable story, they need to convey
the context as to why the employee is here.
What is the purpose of their job? How do
they fit into the organization? What are the
expectations? How can they improve? How
do they report mistakes and errors? Clear
business objectives and organizational structure will help the employee to find his or her
place in the company and feel more at home.
All of this leads to what I think is the most
important part of a training program - helping the trainee gain a sense of place and
purpose. It is not about the mechanical or
administrative skills that need to be done on
a daily basis; it's about how the trainee fits
in as a member of the overall team. In my
experience, the most successful team members are those who feel as if they belong to
something that is larger than themselves
and know how their position impacts the
greater group.
Here, we start getting into more of the nuts
and bolts of the training. We've found a
good trainer and our trainee understands
their place in the overall structure. Now,
the job is to tell them how to do the task
at-hand. To do that, you must have something to train them with. The same way that
you would have a map (or these days, GPS)
when you are going on a trip, you need to
provide your trainee with a route through
the training requirements.

30 Convenience Store News C S N E W S . c o m


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Table of Contents for the Digital Edition of Convenience Store News - July 2018

Contents
Convenience Store News - July 2018 - Intro
Convenience Store News - July 2018 - Cover1
Convenience Store News - July 2018 - Cover2
Convenience Store News - July 2018 - 3
Convenience Store News - July 2018 - 4
Convenience Store News - July 2018 - 5
Convenience Store News - July 2018 - Contents
Convenience Store News - July 2018 - 7
Convenience Store News - July 2018 - 8
Convenience Store News - July 2018 - 9
Convenience Store News - July 2018 - 10
Convenience Store News - July 2018 - 11
Convenience Store News - July 2018 - 12
Convenience Store News - July 2018 - 13
Convenience Store News - July 2018 - 14
Convenience Store News - July 2018 - 15
Convenience Store News - July 2018 - 16
Convenience Store News - July 2018 - 17
Convenience Store News - July 2018 - 18
Convenience Store News - July 2018 - 19
Convenience Store News - July 2018 - 20
Convenience Store News - July 2018 - 21
Convenience Store News - July 2018 - 22
Convenience Store News - July 2018 - 23
Convenience Store News - July 2018 - 24
Convenience Store News - July 2018 - 25
Convenience Store News - July 2018 - 26
Convenience Store News - July 2018 - 27
Convenience Store News - July 2018 - 28
Convenience Store News - July 2018 - 29
Convenience Store News - July 2018 - 30
Convenience Store News - July 2018 - 31
Convenience Store News - July 2018 - 32
Convenience Store News - July 2018 - 33
Convenience Store News - July 2018 - 34
Convenience Store News - July 2018 - 35
Convenience Store News - July 2018 - 36
Convenience Store News - July 2018 - 37
Convenience Store News - July 2018 - 38
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Convenience Store News - July 2018 - Cover3
Convenience Store News - July 2018 - Cover4
Convenience Store News - July 2018 - U1
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