Category Archives: Customer Experience

PW Superwomen Carole, Val, Ande, and Sherry on reopening day.

January 23, On This Day

On This Day. Facebook memories is perhaps the most brilliantly wicked customer retention tactic in the history of social media to date, I swear. January 23, 2016 “Mark your calendar! Pet World is reopening 1-23!”

Do I remember this date? Um, yeah… you could say that. It was the day I learned once and for all the importance of listening to your community and letting them guide you.

Fire destroys Pet World while the store is closed.

Fire destroys Pet World while the store is closed.

Our business was completely destroyed by fire and our local community made it very clear that they felt the loss and wanted it back. At first, we weren’t sure if we would rebuild. We were devastated. Lost. Another corporate pet store had just opened right before the fire. Anything we sell can be purchased somewhere else or online. It took over 25 years to build that business the first time. There are other exotic animal rescues. How many pet stores does one small town need, anyway, right? But the outpouring of letters and support, explaining what the Pet World experience has meant to so many people…the message was loud and clear. Our community needed PW back. We needed it back. They were right. So we promised to rebuild.

But I said no to a vigil thinking it would be too painful.

Community vigil to honor pets lost in the fire.

Community vigil to honor animals lost in the fire.

The PW community, however, had other thoughts. They said, “We want a vigil. We need a vigil. You need a vigil. We’re having a vigil, one way or another.” So we held a vigil. And hundreds of people came. All walks of life, filling the parking lot – some silent, some weeping, some laughing, some chatting – all sharing in the crazy, bittersweet moments created when people come together after loss. 27 minutes. 27 candles. One for each year PW had been a part of the community. It was beautiful. They were right. We all needed that vigil to let go and move on.

Next the fundraising issue arose. Well intentioned hats were passed. Both honest and not so honest GoFundMe accounts popped up. I said, “Please, no fundraising. We’re fine. We have insurance.” But it didn’t matter. The PW community knew better. Deductibles would have to be met. Uninsured expenses would show up. And then there was the cost of that new sprinkler system. Everyone knew it was a deal breaker and we refused to reopen without one. Plus, people wanted to help but there was nothing yet to do. So we set up the relief fund account at our local bank and the money started coming in.

$300.00   $75.00   $31.00   $12.30    Lemonade stands. Benefit concerts. Fundraiser nights at local restaurants. Fundraiser drinks named for us! We had never seen anything like it. They were right. When people want to help we need to let them help.

But then we had to figure out the best use of these funds. This wasn’t our money; it belonged to our community. Grief clouds our minds and knock us off course but sometimes moments arise that bring us back to our core. We are entrepreneurs, after all. So we asked our tee shirt designer to create a fundraising shirt for us. Having never let us down over the years, he came up with a new design that was perfect so we ordered a hundred of them with the relief fund money.

Pet World Rebuilding Team Shirts

Pet World Rebuilding Team Shirts

“If you rebuild it, they will come,” on the front. Inspirational. “Rebuilding Team” on the back. Perfect. After most of the first hundred shirts sold, we used that money to order more, and continued that pattern until we had sold nearly 1000 shirts at about $15.00 each. Want to know how much money we needed for the new fire sprinkler system? About $15,000.00.


I don’t believe in coincidences. Never have. I think we often call something a coincidence when we can’t or won’t acknowledge there is something much bigger happening than what we can comprehend.

The night before our grand reopening to the public, we invited everyone who owned one of those Rebuilding Team shirts to wear it to a private, sneak peek party. People shivered outside in the freezing cold to watch a 28 minute lighting ceremony, where my son turned on 24 red light bulbs, one at a time, followed by three yellow lights, and finally one green light. Closed to the public, we opened a secret side door and let in all of our invited guests. Hundreds of people filled the building – mingling, hugging, laughing, crying – wearing the same, matching shirts while they took it all in for the first time. No purchases. No money. The registers were closed. Free drinks and snacks from local places were enjoyed as stories were told and animals were held and children smiled.

Happy faces after Pet World reopened!

Happy faces after Pet World reopened!

I’ve seen a lot of beauty in my life but, to this day, I can’t think of a more beautiful scene than what I witnessed that night. The people of the Pet World community were right. I will always remember to trust them.

PW Superwomen Carole, Val, Ande, and Sherry on reopening day.

PW Superwomen Carole, Val, Ande, and Sherry on reopening day.

Sometimes I see that notification, “You’ve got memories from this day…” and I roll my eyes. I think, Way to go, Zuckerberg. Now I’ll never be able to delete my Facebook account. But then a memory like this pops up and I kinda want to send that dude a thank you card.


Snake Snuggles? Post fire love from the limbless.

Ben Smith at ConfabuLarryum, overcoming his fear of snakes in a big way.

Ben Smith at ConfabuLarryum, overcoming his fear of snakes in a big way.

Last week we shared some social media posts about this fabulous, local festival called Confabularryum! The event founder, Ben Smith, messaged me to thank me for sharing and he mentioned his desire to include Pet World in the event but his hesitance to reach out because of the tragic fire. Understandable. We actually have an interesting history with Ben and Callahan Creek, the marketing agency he works for. We had been following Ben on twitter but ended up going all the way to Orlando before meeting him in person, at a pet industry trade show, of all places. He gave presentations that really motivated pet business folks, especially those who can’t resist his British accent. Crazy we all live in Lawrence but had never met. Who knew our paths would cross again just down the street at South Middle School?! I told him I would like to run it past my staff just in case someone could bring over a critter or two.

In our employee group thread I asked if anyone was free Saturday and would be interested in sharing animals at Confabularryum. Most of our employees have been laid off since the fire and not all of them have replaced their PW jobs so I had no idea what response I’d get. Amazingly, not only did several of them offer to help, one in particular even offered to bring Goliath to the festival and then to our temporary location for a visit!

Goliath, the local celebrity snake.

Goliath, the local celebrity snake.

Goliath is our large, rescued Burmese python who instantly became famous on social media when rescued by fire fighters. Folks love to tell us the story of how they saw a firefighter cross himself before entering the building then emerge a few moments later with this 13 foot snake. The funny question was whether his crossing was because of the fire risk or the snake risk. Locals know and love Goliath from his travels to schools to teach kids about Rain Forest animals. He also helps us teach customers what not to buy when it comes to appropriate pets.

The visit was fun for everyone even though many of us got emotional, customers included. At the festival, many children and adults shared how Goliath was the first snake they had ever touched. That concept of touching a snake for the first time is one I had completely taken for granted. At Pet World, we have shared that moment with folks every day for the last 27 years. Literally. Every single day. Human-animal interaction is a critical part of our mission.

The Pet World Mission: Foster, Educate, Inspire, Conserve

The Pet World Mission:
Foster, Educate, Inspire, Conserve

Until the fire, I had forgotten how many people would never have that opportunity without PW. We joked about it with Ben, in fact, teasing him until he, too, touched his first snake. We even laughed as we took his picture. But after he walked away, I thought about how his unique, first experience is something we do every day. I observed all the other first timers and marveled at their faces. It’s always the same reaction. “It’s not cold and slimy!” Nope. Smooth and shiny, like a basketball. We’ve said that more times than we could possibly count. What interesting jobs we have.

We weren’t even old enough to legally drink when Tim announced he wanted to buy a pet store. I thought, oh no. I’m going to be poor the rest of my life. But it was his dream — and he was my dream — so I was all in. And when I think about all the smiling faces who have passed through those doors, I’m incredibly grateful Tim had such vision and I’ve been blessed to help him see it through.

Popular Instagram post with Goliath and KU basketball players, Jamari Traylor and Wayne Selden.

Popular Instagram post with Goliath and KU basketball players, Jamari Traylor and Wayne Selden.

Watching Goliath at the festival was fun and felt normal but seeing him at Pet World brought back a lot of memories and stirred up powerful emotions. I thought about when Luke Welton, our reptile manager at the time, assured me that rescuing Goliath was a good idea and me standing there with a kid on each hip, wondering what in the world we were going to do with that big ol’ snake (and wondering if he could actually eat my twins). I laughed about the day we convinced Kansas University basketball players, Jamari Traylor and Wayne Selden, to pose with Goliath. I remembered a fire fighter asking us how they could tell if Goliath was still alive, the best way to get him out of his enclosure, if he would bite as they rescued him, Tim asking if he could just go in himself, and then Tim lying, offering assurance that, no, Goliath wouldn’t bite. Several of us looked at each other and actually smiled, knowing that our scripted, trained response is always, “Any animal with a mouth can bite.” But who could blame him. They were wearing heavy gear, they’d be fine, right?

Man, those firefighters were awesome. I mean, seriously, firefighters are truly amazing people.

Also last Saturday I watched my employees, closely, and felt so much pride. Morgan, graduated from KU, supposed to have “launched” from PW a success story this summer, yet there he was, still around, helping with Goliath. Then Navid, who volunteered to transport Goliath to and from his visits, laid off from PW, yet there he was, helping again like he has done so many times this summer. Then Mariah, our reptile department manager, helping out on her day off, holding Goliath.

Goliath makes his first public appearances after the tragic fire and genuinely appears to snuggle Mariah for hours.

Goliath makes his first public appearances after the tragic fire and genuinely appears to snuggle Mariah for hours.

I could still picture Mariah on that dreadful day, in her nice, clean sundress after completing that muddy 5K, just weeping as she held on to Goliath in the parking lot, gently bathing him, washing away the soot. For hours she cared for him that day and kept him safe and here she was again, caring for him, keeping him safe. At one point, I realized Goliath appeared to be snuggling Mariah. Never in my life would I believe a snake could exhibit emotions like that but I watched him curl up on Mariah’s lap and frequently look up at her then rest his head back against her. The longer I watched, the more I was convinced he felt genuinely at peace in her lap. It had been three months but I swear, I think he recognized her touch. Neither Mariah nor I are ones for anthropomorphism but we reached a point where we couldn’t even maintain eye contact without crying. What an ordeal this has been.

BabaDioum_QuoteThose close to me know I don’t believe in coincidences. The paths we cross, the lives we touch, and those who touch us — I don’t necessarily believe it’s all part of some master plan but I do believe there is higher meaning in every interaction if we just take time to look. I would give anything for this Godforsaken fire to never have happened but it did. And I must admit we have since encountered some beautiful situations and learned to truly appreciate every human-animal interaction we experience and the life lessons we are fortunate to teach.  What a truly amazing journey this has become.

Hope (and a Little Mascara)

2015-08-09 17.33.00Today I wore makeup for the first time since before the fire. Not a lot, but mascara and some powder foundation. That might not mean much to some people but for women like me it reveals everything you need to know about where I am in the grieving process and life in general.

Nearly three months have passed.

Three months.

Sometimes it feels more like three days; other times more like three years. The pain is often as fresh as three hours while the fog occasionally mimics the safe illusion of three lifetimes.

May was busy, as usual, with finals, proms, high school and college graduations, schedule changes, employee launches, and summer camp preparation.  Excitement about our Memorial Day trail run and five upcoming summer camps filled my days. The Kitten Pit proved a huge success with seven adoptions the very first weekend of the new program. Business was great, continuing its steady, record setting growth and our staffing was as good as it’s ever been. 27 years of hard work was paying off and many, many of us from the Lawrence area were enjoying Pet World’s success.

And then my phone rang. Two hours into the event, I was getting more PW5K tee shirts out of the back of our car when I heard Tim’s phone ring first, reverberating in the cup holder. I remember thinking, “Who would be calling right now?” It seemed like all the folks who call us had either just left or were at the tortoise farm with us and most were on the trails running or drinking post race PBRs. Service is terrible at the property, too, but I had parked in a high spot to avoid the mud, a spot that apparently has decent reception – not that I had any intention of using my phone. Nor did anyone else since many of them were tossed in my car for safekeeping. No sooner had Tim’s phone stopped ringing than my phone started, and then other phones started ringing. At that point I decided I better answer.

The rest, of course, is history.

They say everything comes in threes. Three hours to get the fire out and determine cause. Three more hours to deem the place a total loss. Three hours for fire to destroy someone’s entire life’s work in the worst possible way. Three weeks to open a temporary location. Three days to clean out the contents of the building. Three weeks to schedule the big investigative meeting with representatives from three parties only to decide they needed three more weeks to meet again and take three days to agree the initial cause was exactly what the local experts said three hours after the fire. Three weeks of delays for nothing. Three months I aged at least three times faster with not enough optimism to even throw on a little mascara. I’ve had plenty of threes. I’m done with threes.

So after cancelling and altering three different summer travel plans we decided to take our kids on a much needed family vacation to Cozumel, one of my favorite places on Earth.  We enjoyed spending time with aunts, uncles, cousins, in-laws, and every day made a conscious decision to embrace life (while we thanked God we had already paid for this all inclusive stay last spring).

"I sucked down my third Caipirinha, looked to the sky for some sign of hope, and I swear to all things holy a rainbow appeared."

“I sucked down my third Caipirinha, looked to the sky for some sign of hope, and I swear to all things holy a rainbow appeared.”

At one point I remember lounging by the pool, feeling hopeful, yet fearing that perhaps I was just going through the motions and not as okay as I wanted to believe. I sucked down my third Caipirinha, looked to the sky for some sign of hope, and I swear to all things holy a rainbow appeared. I snapped a photo and started giggling uncontrollably, knowing everyone around me assumed intoxication – which may or may not have been a contributing factor. If nothing else, at least I knew in that moment I was definitely not numb and perhaps the hope was real after all. I think I actually felt happy.

On the way home, Tim and I stayed an extra day in Dallas to meet with the designer/manufacturer who helped us remodel our live fish department just one year ago. Fully rested, I popped right out of bed and grabbed that familiar, pink mascara tube. We toured the facility, shared ideas, drew sketches, made plans, and revered time spent on conception and creation as opposed to destruction and devastation, surrounded by like minded people who understand our mission and share our vision to bring the Pet World experience back to Lawrence even better than before. No insurance adjusters, no cleanup crew, no accountants, no stench from electrical smoke – just good ol’ Texas hospitality from a creative, Dutch family who runs an impressive American business.

Tim and Lambert deHaan at Dutch Aquarium Systems

Tim and Lambert deHaan at Dutch Aquarium Systems

Our temporary location has offered reprieve for many of us but it’s just not the same. Finally moving forward toward this next chapter, though… Hallelujah.  As for the rebuild, all I can say is that if folks liked the Pet World experience before the fire, they’re going to love it even more when we reopen – our staff as much as our customers.

Our employees are like our kids and laying them off ripped my heart out. My God, what they’ve been through. Customers miss seeing them and they are all still feeling lost. On the plane ride home, Tim slept while I imagined my employees’ faces as they help rebuild, knowing once again their jobs will be secure and meaningful. I pictured the smiles and hugs from our customer family and tried to inhale the inspiration that only children can provide. No matter how crazy things get, happy children always make our efforts worthwhile. Pet World kids give me hope for humanity. I accepted that rebuilding will be exhausting and we’ll have days we question everything and want to quit, but, we won’t quit. We can’t quit. And as I closed my eyes to imagine the joy and relief we’ll all feel when we reopen those doors for the first time I felt my mascara run down my cheeks, carried by tears – happy tears. For the past three months I hadn’t worried about ruining my makeup because I had been too heartbroken, too busy, too stressed, and too numb to even bother with makeup. But tonight’s streaked face served as proof that I was, in fact, feeling hopeful, and that I finally felt good enough to care at all.

Who knew enlightenment could be found in a pink tube?

God puts rainbows in the clouds so that each of us
 — in the dreariest and most dreaded moments —
can see a possibility of hope.
                              ~Maya Angelou



Pet World Dilemma After the Fire

photo Lakeshore Systems, inc.

photo Lakeshore Systems, inc.

Our family business had a devastating fire on May 25, 2015. Please click below for background info leading up to this post. To expand comment potential, I’m hosting this particular post on my personal site so folks who don’t use Facebook or Twitter can participate.


June 20, 2015
Live Animals and Fire Prevention at Pet World Express

The new, temporary Pet World location (across the parking lot by Bikram Yoga) is open and running. Well, crawling is probably a better word. But we didn’t want to wait any longer to reopen. You need our staff, our feeders, our water, and you’ve made it very clear you want to spend your money at “PW Express” in order to facilitate rebuilding. We appreciate that very much and the truth is, we need you more than you need us. We need to see your smiling faces, pet your dogs, test your water, trim your bird’s wings, count your crickets, and answer those pet questions. Every time you come in, even just to pick up a pig ear for your pooch, you are helping us heal and move forward. Thank you for that.

Everyone wants to know when we’ll have pets available at PWX. The building is up to code but not currently equipped with any fire prevention system – not even a smoke detector. We have emergency lights, lighted exit signs, and fire extinguishers but that’s it. A sprinkler system is not an option in the temporary location for a variety of reasons beyond our control. But we just found out that our insurance will pay for monitored smoke detection in the temporary location. Not just landline monitoring (which we all know is worthless when the landline is destroyed), but 4G cellular, wireless monitoring! That is very expensive but it’s the latest in monitored alarm communication and goes above and beyond most professional recommendations. I hope this is not inappropriate but I must say that American Family has done an outstanding job in assisting us and guiding us since day one when our agent (Ron King since 1988) was on the scene right away.

Here is the dilemma: live animals or no live animals in the temporary location? Pet World will not reopen permanently in the former location or any other location without the latest in fire safety, including sprinklers. If we can’t do it right, we won’t do it at all and, quite frankly, a sprinkler system is a deal breaker for us. No sprinkler system? No Pet World.

But what about in the temporary location for the next 3-6 months? The system we are installing at PWX goes above and beyond what is being proposed in fire safety code revisions. We’ll have 14 smoke detectors monitored by a non-stop 4G cellular alarm communicator with battery backup. Response time will be virtually minutes because the alarm will activate in mere seconds. 14 smoke detectors in this 2400 square foot space is basically the same as one detector per 9’ x 9’ room – except there are no walls so it’s even more effective. Overkill? Maybe. But without a sprinkler system we feel like it’s the next best thing. Are we being too paranoid? Yes, but we all know why. PWX is small and we can’t house very many live animals but unnecessary risk of even one animal is too much.

So please talk to us. One reason our customers feel the loss as much as we do is because you all are an integral part of PW and you know that. You speak, we listen. We ask, you answer. Pet World is yours more than ours. So here is my question to all our tangible customers, current and former, who actually shop with us in Lawrence and understand exactly what PW means to the Lawrence community: How do you feel about us having live animals in the temporary location after the new fire prevention system is installed, even though it will not have sprinklers?

Please comment via facebook, twitter, or on this blog post. Your feedback is very important. Thank you.

Choosing Your New Pet

New pets can bring endless joy and create priceless memories for almost any family when a good, solid people-pet connection is made. A little research can go a long way. Before bringing home a new pet, families should first consider their lifestyles and assess who is home at what time and for how long. New pet owners need to know their patterns and schedules before they can make an educated decision about a pet. A family must match their new pet’s needs to their commitment level and time at home is a major factor in determining how committed they can be. Maintenance expenses are another factor.


This child is convinced a tarantula would make a great pet for him.

This child is convinced a tarantula would make a great pet for him.

For example, a young family with a parent who spends a lot of time at home and has dedicated, pet-passionate kids might be well suited for a high need, long term pet like a rabbit. A family with parents who work a lot outside the home and busy teenagers who are frequently away and leaving for college soon might choose a low maintenance, short term pet like a betta fish. Personally, I happen to find parrots fascinating! However, the only reason I own one is because I have a full time staff to care for her along with hundreds of fans who give her the endless daily attention she needs. My busy lifestyle is not conducive to having a pet parrot at home. Discerning which pet is right for which family at which time is absolutely essential to the success of the family-pet connection.


Once a good family-pet match is determined, I encourage families to start at the beginning with pets, exactly as if the new pet is a baby, even if it’s an adult rescue. Starting at the beginning will expose any issues that need to be addressed and affirm healthy boundaries and behaviors that are already present. Acclimate all new pets in small steps, maintaining proper care and boundaries from its first day home. New pet owners are tempted to go overboard with a new pet at first but it’s actually better for pets to experience their typical routine from day one, just the way it’s going to be for life.


Determine who takes care of which needs and when. Maybe one person is in charge of morning feeding, another evening feedings, and another in charge of cleaning. Rotating a schedule of responsibilities might work for some families while for others, perhaps the person with the most predictable schedule is in charge of the most important daily tasks, while someone else is in charge of the more variable tasks. The important thing is that a schedule/routine is established before the pet comes home so adjustments can be made right away. Sometimes simply setting up the schedule exposes the fact that a pet’s needs exceed a family’s possible commitment level and a failed connection can be avoided before it occurs.


Only purchase the basic necessities for a pet (in small quantities) before actually bringing the pet home. Learning a pet’s less predictable needs may take a little observation time. For example, we always suggest only one of each type of dog toy until it becomes obvious which type of toys your dog prefers. If he’s a hunter then he might need extra toys to hide, seek, and fetch. If she’s a destroyer, she might not need a retrieving toy at all and the budget might be needed to frequently replace soft, destructible toys instead. Temporary phases (like teething) need to be considered, as well.


Lastly, pet proof your home along the same lines as you would when toddler proofing. If your new pet will spend time roaming the home, start at the floor level and literally crawl around to get the correct perspective. Remove tempting or hazardous items from the floor up until they are out of your pet’s reach. Look for potential risks and educate your family regarding potentially harmful substances.


Caring for pets is an important part of life. Spend time in responsible shelters and high quality, independent pet stores where you can handle the animals and ask questions. Notice which pets appeal to you then evaluate your potential commitment to narrow your search. Matching the right pet to the right family at the right time makes for successful people-pet connections to last the life of the pet!

Lights! Camera! On the Job Training!

Real employee training begins after the trial period.

At Pet World, we hire twice per year. The process takes about six weeks. After completing the first nine steps of our non-traditional hiring process, applicants are narrowed down from hundreds to usually less than a dozen.  New hires shadow trainers and work up through three levels. At Level 1 they merely shadow, observe, and ask questions.  This is where we test their ability to pay attention, memorize procedures, and keep pace. At Level 2 rookies demonstrate procedures with a trainer supervising closely and correcting as needed. This is how we discern their retention skills. At Level 3 they demonstrate while supervised from a distance. This is where we observe initiative and independence and either add them to our set schedule or cut them loose. New hires are given a minimum and maximum number of hours to complete the three levels. For the first few weeks this system is intense and our trainers maintain great focus.

Upon completion of the three levels, new hires are added to our set schedule, alone in the easier departments, and with a trainer where needed.  They attend weekly training seminars and, even when they have a trainer present, always have a back up manager on duty who is also a trainer. At this point our trainers tend to exhale and relax when, in reality, they should take their training up a notch. They push rookies to be independent but sometimes at the expense of the customer experience. About six weeks into this process, we usually find the need to regroup.

The memo typically goes like this:

Trainers, as we settle into the new set schedule I need you to ask yourselves something. Are you still training? Because, as you know, employees can’t learn everything in the Education Room. All we can accomplish in there is a solid foundation on which to build. The real training happens on the job. You know this. We’ve laid down the law that employees cannot share anything they haven’t learned at Pet World so are you still maximizing their opportunities to learn? Teach them to use their Pet World resources – more experienced coworkers, trainers, managers, breeders, vendors, books, etc. but not at the expense of the customer experience. Remember, once that open sign is flipped and customers are in the store, it’s show time. It doesn’t matter how busy you are. Is the employee’s question not something you can answer? Aren’t you the expert? If so, answer it right away. The task at hand is always the customer. Yes, employees need to learn independence but never at the expense of our customers.

ComeToSeetheShowWhen the issue can’t be handled by the employee, don’t stand there and tell them what to say. Instead, have them listen to how you handle it. The fact that rookies are seeking your help means they are not yet ready to fly solo. Praise them for recognizing that they need assistance. Have you forgotten how it felt to be new and inexperienced? I understand your intentions but trainers must remember who they’re dealing with. Has your rookie completed sixty hours in that zone or only sixteen? Sometimes Tim and I will have a manager handle something instead of doing it ourselves as part of their training but these are managers we’re talking about. They want to do it on their own. They need to prove they can fly solo. Expectations are higher for seasoned veterans and managers. In no way can rookies be expected to handle much of anything without help. Not only are they not yet capable, they’ve been told not to say anything beyond the scope of their training. When you handle something for them, with them or in front of them, you are training them and the customer not only gets the better employee, they see how much we care to train the newer employee. Then, next time, the rookies will know what to do and, perhaps, instead of asking you for help, they’ll ask you to supervise while they attempt to do it on their own. Independence is the goal but only when they’re ready. Set them up to succeed, not fail. Remember, our success depends on their success.

Letting rookies privately flop on projects is one thing. Letting them fail in front of a customer is quite another and, frankly, a total fail on the part of the trainer – not the rookie. The customer deserves the best person for the job. Getting rookies trained is not the customer’s problem; it’s ours. The audience doesn’t pay to watch a rehearsal; they come to see the show. Sacrificing good customer service in order to train someone the hard way not only demoralizes the rookie, it makes us all look bad. The trainers appear arrogant and rude, too busy for the customer, too distracted to help the rookie, giving off the perception of condescension and disinterest which is actually nothing more than personal incompetence. This approach – especially with the added pressure of the customer’s presence – sets the rookies up to fail. And when they fail, we all fail.TrialByFire

As a trainer or manager, I expect each of you to hold yourselves to a higher standard and set the example for the rookies. Your job as leader doesn’t end when their trial period is over; it ends when you pick up your last paycheck. New employees need to see you immediately drop everything for a customer. Immediately. Everything. Every time. No task is more pressing than the customer. Without the customers, you have no tasks. Everything else – and I mean everything – can wait.

Now, when you find yourself repeatedly bailing out the same employees in the same situations you can deal with that after the fact, back stage, during follow up. We’re looking for employees who never need to be told twice. But when the moment is live, it’s show time. Until the closed sign is flipped and the curtains are closed, it’s lights, camera, action and you remain in the spotlight. Positive, encouraging training can and should happen in front of customers while you have the employee watch you work. Everyone wins with that situation. But employee trial by fire has absolutely no place on the retail stage.