The second of the five principles of performance by Zig Ziglar is training.
“The difference between good and excellent companies is training. The only thing worse than training employees and losing them is to not train them and keep them!”
One of the synonyms for training is to inculcate. It means to impress in or imprint in. That’s what the military does in boot camp. The training isn’t pleasant, in fact it is often harsh, but the training saves lives. The resulting strength comes when in the heat of battle recruits instinctively go into action. They make the right moves as a unit without having to think about it. It comes naturally.
Having the Tools to do the Job
The same is true in the business world. Training yourself and your employees equips the person at the line of engagement, with the tools they need to perform. One of the most telling examples is telephone service. Have you ever gotten a cold call from a person who is not properly trained? I have. Because that person was not taught how to handle my objection, they became aggressive when I told them I was not interested. When I hung up the phone, I had a bad taste in my mouth.
Case in Point
I had another service person call me, different company, who was checking up on a service I had already bought. I told him I wanted to reduce some of the features I had purchased and the first words out of his mouth were, “ Not a problem. I can do that for you, today.” Needless to say, the rest of that call was pleasant and I feel comfortable reaching out to that company again.