This week we're going to tackle training your new hire, starting with how you train front office help. 

Now, by front office help I'm specifically referring to what most businesses would call a receptionist. However, I think that job title lends itself to low expectations, so I suggest that you don't saddle whoever you hire for this position with that title.

Instead, I would use a title such as "customer service assistant" or some such. Anything that is more descriptive of the responsibilities and expectations you have for the position is better than "receptionist" - but it's up to you to choose that job title.*

Alright, enough with the petty details - it's time to get down to the nitty-gritty. Starting with...

THE PHONE

The very first job responsibility that you should train your front office person to do and do well is answering the phone. Now, it may seem like it's something that's a no-brainer, and that it's not that important, but trust me it is.

Regardless of the fact that we're living in the information age, and regardless of the fact that we've experienced a sort of digital revolution in marketing, the fact is that the phone is STILL the lifeline for your school.

The reason for this is because your most crucial conversations with prospective students will happen over the phone. Whether your prospects initially contact you via email, a web form, or by text, you'll still need to speak with them over the phone to schedule an appointment for a first lesson.

Again, this step is CRUCIAL. Screw it up, and you'll have wasted all the money you spent on marketing to generate that lead. So, whoever answers your phones needs to be on point and serious about that aspect of their job.

MAKE CLEAR THEIR PURPOSE

Incidentally, if you don't make it clear that their continued employment rests on their ability to handle phone calls and inquiries, then your new hire will likely treat this responsibility with contempt.

So, it's incredibly important that you emphasize how critical it is that they learn to handle phone inquiries and set appointments when you're not available to do so.

Early in your new hire's career with your dojo, chances are good that the only time they'll be handling phone inquiries is when you're on the floor. Even so, they need to be skilled at speaking with prospects on the phone.

So, make it crystal clear that setting appointments is one of the key metrics that you'll be tracking to gauge their overall job performance.

IF YOU SUCK, THEY'LL SUCK TOO

I hate to say it, but it needs to be said; most new and struggling school owners suck at handling the phone and setting appointments. I think it goes without saying that if you suck at dealing with inquiries, your employees will be horrible at it as well. So if that's the case, then you need to improve your own phone skills before you can teach your new hire how to set appointments over the phone.

I went through a period when I was awful at handling inquiries, but it didn't last long. You see, after opening my dojo I learned very quickly that every phone call represented dollar signs. It's not that I saw potential students as nothing more than a paycheck; it's just that I knew that keeping my doors open hinged on my ability to get people in the front door.

So, I spent a great deal of time learning how to turn inquiries into appointments. And interestingly, one thing that became apparent to me very early on was that bullshitting prospects was not the way to handle phone inquiries. That's why I ditched the standard approach to handling phone inquiries for a much more honest and straightforward approach.

HONESTY AND TRANSPARENCY OVER B.S.

I taught that same system to my wife when she started working the front office in my first dojo. Our conversion rates from phone call to enrollment were much, much higher than the industry standard. And, I believe it was because we treated prospects with respect and gained their trust early in the sales process.

So, I strongly suggest that you teach your new hires to do the same. Sure, it's easier to just hand them that script you got from the last industry convention you attended, but you're not going to get the best results from going the easy route in training your new hire.

I've taught that system to a number of my coaching clients as well, and in every instance it has been a crucial step in their school's growth. However, you don't have to hire me as your business coach to learn the system we used. In fact, you can learn it on your own for a fraction of the cost.**

But whether you follow my sales system or another system, what remains is that you must train your front office staff to handle phone inquiries professionally and promptly. So, train your new hires to take answering the phones seriously - your paycheck (and theirs) depends on it.