Lisa Padmore is a skincare expert with over 20 years experience in the beauty industry specialising in sales, training and media communications in the retail and professional sectors. To contact Lisa, please visit her website or LinkedIn profile.
Tick-Box or Titans: Why your approach to training can affect the success of your brand
The good, the bad and the ugly. I’ve now been in the business of training in the Beauty Industry for over 20 years and I’ve seen it all. Some brands just get it – consultants are inspired and this is reflected in sales. Others cut corners, roll-out the same content year after year and yes – you guessed it – this approach is also reflected in sales and sadly in staff morale.
In my daily interactions with clients, I am left with the impression that too many organisations are now seeing training as a tick-box exercise. It’s become transactional and to an extent under-valued. Why does this matter? Well, as we know, nowadays consumers are lured with a bewildering array of brands, they are more discerning in their choices and are less loyal in their purchase behavior. The touch points they have with brand representatives are therefore crucial – if they are perceived to lack knowledge, conviction or enthusiasm then you can probably kiss goodbye to that sale.
You can tell the brands that put training at the heart of their approach. Their sales consultants are titans – slick but natural. Their senior management respect the commercial value of good training. They elevate knowledge beyond the basics. And their employees live and breathe the products.
Training is at its most meaningful when:
So, if you haven’t already, maybe 2018 is the year to take a good, honest look at how well you are setting up your employees for success. Is your approach strategic or tick-box? Does the training team have the same status as other departments? Are you reflecting the needs of today’s workforce with how training is delivered? Be known as the brand that puts training at the heart of their business and you will reap the rewards for a long time to come. You just need to be brave enough to do it.