June 2022 - 28

POHMER ON...
* Train to understand what your brand stands for and to
get staff to buy into it.
* Train to think on their feet.
* Train to provide solutions and to assess customer
needs.
* Train to know what questions to ask.
* Train to become adaptable and flexible to different
people and situations.
* Train to be supportive and inspirational.
* Train them to make good decisions, but hold them
accountable.
* Train them to accept
authority to make
decisions, as well as to
accept responsibility.
* Train them on where to
find answers to questions
and information they
don't know.
more familiar with the products. Teaming them up with a
seasoned vet can foster an open dialogue, helping to convey
information and open lines of communication. Allowing the
new hire to shadow a vet in customer interactions will show
them the ropes and help build confidence.
Formal classroom training by company leaders to
The leader's main job
* Train them on your
policies and procedures,
and the limits you allow
to deviate from them to
resolve customer issues and complaints.
is to train staff to make good
decisions, establish trust and
build confidence.
* Train them on basic plant science and plant
requirements, i.e., sun, shade, moisture needs,
perennials versus annuals, etc., and how you
merchandise these in your displays.
* Train them about specific plant topics and questions,
such as deer resistance, pollinating gardens, rain
gardens, butterfly gardens, etc.
* Train them on their jobs: watering, merchandising,
stocking displays inventory management and control,
paper flow, etc.
It's an unrealistic expectation that seasonal staff will
be or become horticultural experts. And most customers
will accept an " I don't know, but let me find the answer for
you " response to specific plant questions. Consider putting
together laminated pocket reference cards for your team
to use that detail the plants that are deer resistant, attract
butterflies, etc.
Some retailers provide detailed plant information guides
(including planting zones and temperature requirements)
that can be carried in their pants pockets or aprons for
ready reference. The information on your signage and on
the products, such as pesticides and fertilizers, also offer
the sales team information. When I was in lawn and garden
sales, I was taught that you are an expert in the customers'
eyes if you can read the signs and labels one line faster than
they can!
Training Tips
Okay, so these are some starters as to what to train new
team members on; now let's consider the training how-to's.
Ideally, you can bring your new hires on before the season
kicks off so you have a chance to start your training when
you and they are not under time pressures - and they have
the opportunity to help set up the departments and become
28 | LAWN & GARDEN RETAILER | JUNE 2022
explain the company brand, mission and values and to
set expectations will help provide the guidepost for new
hire behaviors and focus (it might be a good idea for all
employees to sit in this meeting every year, too!). These
formal meetings are
the place to discuss the
company's policies and
procedures, paper flow,
and other topics, such as
inventory management.
Vendor training, when
available, can be an
excellent resource. Or, if
you are a grower/retailer
operation, your production
team can provide
invaluable product-specific
information, especially regarding new additions.
Most companies conduct their training in a face-toface
mode. While there are advantages to this, it's timeconsuming
and repetitive for the trainer, especially if you
bring on new hires at various times. You might want to
consider taping some of the training modules so they can
be accessed online for new employees. Computer-based
training, or CBT, is especially appealing to late millennials
and Gen Z employees, who are comfortable learning online.
Maintaining the Training
All of this structured training is essential for new team
member success, but, to me, the best and most impactful
training comes from the leader or manager's ongoing
mentoring/coaching to answer questions, benchmark
performance, provide motivation and develop their
potential.
As Krulak stated, the leader's main job is to train his/
her staff to make good decisions, establish trust and build
confidence. On a one-on-one basis, the leader hones the
intrapersonal skills you hired the employee for and provides
the tools and training to the new hire so they can deliver
the results you expect and provide exceptional success and
great experiences for your customers, so they become brand
advocates and loyal, long-term purchasers.
Your seasonal and part-time employees are the face of
your company, the ones who have the most contact with
your customers. They're your brand ambassadors, the
ones who deliver the experiences - good or bad - your
customer leaves with. Select the right people and train them
well to represent you. Your destiny depends on them!
Stan Pohmer is president of Pohmer Consulting Group in
Minnetonka, Minnesota. He can be reached at spohmer@
pohmer-consulting.com or 612.605.8799.
June 2022

Table of Contents for the Digital Edition of June 2022
