The Second Secret of Marketing

The Second secret of marketing is strengthening your number one asset—your employees—through Employee Training

Though there are hundreds of topics you can and should be covering make sure you review the basics on a regular basis. Items like: having an attitude of gratitude, service, eye contact, communicating, being a good listener, how to ask engaging questions, how to build value, how to make emotional contacts with every customer, how to check their positive attitude and how destructive gossip is.

These basics will help set the stage for their other success and help make them great employees.

“Measure customer service as the most important aspect of an employee's job performance.”
—Debra J. Schmidt, The Loyalty Leader

Of the hundreds of people I have interviewed one thing stands out like a sunburn on a farmers back. Almost without exception, every boss has relied on the training of past employers rather than spend money and time on training their employees—your employees—how to excel in your workplace.

This poses a huge problem for small and medium sized businesses. You think you can’t afford to train your employees beyond “this is how to use the cash register,” “don’t be late,” “read this booklet of do not dos.” and “smile at the customers.”

First, your competition, the big guys, like LL Bean, Convergys, hospitalities (, and) know the power of employee training and the absolute damage it does to your business if you ignore it. Remember the quote that opened this special report. It was no accident that I chose it and lead off with it!

“For every five sales you make, another nine customers who had hoped to buy from you will leave your store disappointed and empty-handed. This means your existing store traffic can give you 2.8 times your current sales volume, if you sell only those customers who are ready to buy. The only thing more expensive than hiring a sales trainer is not hiring one. Any investment in sales training is an investment in your own gross profits.”
—Roy H. Williams

LL Bean trains each new employee for 40 hours before they ever are let to deal with a customer! Why is that? They know that to be successful at business, not just making a living, but to be a business that makes every leader wealthy, training is the first rule of marketing.

Take the time to prepare your employee to meet and greet your employees. It will pay in huge dividends.