There are three strong keywords to success and profit in business. They are training, certification and standards. At first glance, training, certification and standards don’t mean much; it’s only when one explores what these words can do that you begin to appreciate their true value. Here’s why training, certification and standards should be on your mind and the tip of your tongue every day.
Training – The reality is that it’s just about all you have when it comes to getting employees, supervisors and managers to understand what you want done, how you want it done and why they should do it. Even customers need training so they will understand what you can and can’t do to their surfaces and furnishings during the cleaning and/or restoration process. Training and education are truly the foundation of a smooth running, profitable and successful business.
Certification – When shopping, customers look to differentiate one business from another. Advertising alone won’t do it, as everyone promotes themselves in glowing terms – whether it’s true or not. But not everyone is willing to go to the expense and effort of getting training, following standard practices or maintaining independent third-party certification. Training and certification in the eyes of the customer means that you have gone the extra mile and their chances of having a positive experience when doing business with you is much greater.
Beyond that, certification means something to those doing the work. Like the business, certification means that the individual has gone beyond just doing the work; they have take training and passed a test and now have more than a basic understanding of the technical aspects of the work they do. In an employee’s eyes, this makes them special and it raises their expectation for themselves.
Standards – Industry standards are how we do things. A group of industry professionals has come together to write, review and establish what they see as best practices – the minimum acceptable standard for certain tasks and operations. Those following the standards have a much better chance that the desired results will be achieved when doing the work.
Today, third party groups such as the American National Standards Institute (ANSI), ASTM International and the International Organization for Standardization (ISO) act as independent reviewers of the industry standards process to assure that policies are followed when establishing credible standards. In today’s competitive market, a business owner needs to do everything possible to set his business apart from and ahead of the competition.
Training, certification and standards are three ways that identify a business and its technicians as special in the eyes of existing and potential customers.
Get Your Money’s Worth – Talk it up. Training, certification and standards should be seen as special in your organization, industry and marketplace. Promoting why your company and staff are different from the competition has to permeate your operation first and needs to be visible in everything you do. This indoctrination starts with the interview process for new employees, and continues in how you promote and pay workers.
These same threads should be displayed prominently in your marketing to existing and new customers, and should be clearly seen in the way you do the work and operate your business. Take advantage of what you have accomplished. Inform customers verbally and in writing and show them in performance that both your company and your people are a notch above the competition.
Display certification logos on vans, in ads and on business cards for all to see. Train workers to explain to customers what training, certification and standards mean to them, your business and your industry.
For more information about training, certification and standards, contact Total Contentz or call 888-722-5688.
*Written by William R. Griffin
