Staff training is as important as your brand name

Staff training in a franchise is as important as the company’s brand name, Doug Mutter, director of Vaporized, says

Vaporized, a leading vaping specialist, has grown rapidly since it opened its first store in Edinburgh in 2012. Now with over 110 stores across the UK, we have seen considerable change - both within the company and the industry.

One thing that has not changed over the years has been our commitment to staff training and our pledge that Vaporized stores will have the most knowledgeable staff on the high street. This, we believe, has been the reason why our stores have enjoyed the success we have seen.

Huge emphasis

Vaporized places huge emphasis on training and when a franchisee comes on board they can be reassured there is a signifi cant support structure for training and developing staff in customer service and product knowledge.

We attribute our success to the work ethic and application of the people involved in the business. It is the staff and our franchisees that get results and make success happen. It has been our philosophy since day one that it is the boots on the ground that make Vaporized the success it is and we will continue to support and grow our industry experts across the country.

The value of staff training is crucial to any business, but it has been our biggest asset for growing our company. Our customers value having a local expert who can advise and help them quit smoking. At a time when businesses are abandoning the high street, we are fully committed to investing in local communities and local talent.

Our staff know our products inside out. We ensure the training they receive is both expensive and valuable to helping customers. We believe the demand for expert advice in stores will never disappear.

Making the right decision

Our customers want to be informed and guided into making the right decisions. Whether it be the fi rst time a customer wants to make the switch from cigarettes to vaping or customers who have been with us for years wanting to try out new e-liquids or devices, it is our knowledge and the experience of our staff that gives them the confidence to keep coming back to our stores.

Excellent customer service

Our investment in staff training goes beyond simply providing good product knowledge - we also have a keen focus on excellent customer service.

With every new store we open, we make sure all the staff have gone through our Vaporized Academy. It is an investment in the long-term future of the store and encourages loyal staff, which leads to loyal customers.

Our franchisees know that when they take on new stores with us, they get a commitment to ensuring that staff are continually trained in the newest products and trends in the industry.

Staff training is at our core, but equally we expect the same dedication and commitment from our franchisees.

Top tips

A franchisor’s brand name is only as valuable as the staff member wearing it on their uniform.

Ensure that training is regular and that staff have a platform where they can identify training opportunities to help upskill the team.

Identify future trends and needs within the industry. Especially in retail, the market moves so quickly that businesses need to be ready for change when opportunities arise. You need to ensure your staff are also given this knowledge, so that they are ready.

Share information on market changes with your staff and highlight areas for them to make the necessary changes to help grow the business.

Customer service is a skill and needs to be trained, refreshed and evaluated regularly.

It doesn’t require vast investment, but any investment in staff training is worth 10 times that on the shop floor.