RETAILING
Now is the Time to Make Time for Training by Jeff Cinciripino , JeffCinciripino.com, Former Owner of Scuba Shack, Rocky Hill, CT
S MALL BUSINESSES ALWAYS SEEM strapped for time. There is only so much to go around, and the de- mands are significant. In a previous article, “ Getting Your Store Ready for the New Dive Season” - February 2025, I discussed various elements associated with how a dive shop can prepare for the upcoming season that included staff training. In my article, “Can You Really Do It All? Take a Good Look at Your Schedule” - January 2026, we looked at how we should guard against trying to do too many
Customers remain loyal to businesses they trust, and that trust is built and sustained by people who understand their products, systems, and services. Consider the opposite scenario: an employee struggling with point-of-sale systems, unable to clearly explain a product, or forced to defer to someone unavailable. Even minor moments of uncertainty can erode confidence and prompt a customer to explore al- ternatives. Investing in proper staff training establishes a solid foundation
things. What I didn’t talk about, however, is ensuring that in your preparation for and throughout the dive season you are making time for training. Training can sometimes be an easy casualty when you are attempt- ing to optimize your schedule. After all, it may be difficult to see the im- mediate value when you are pressed for time. However, this may be a little short-sighted. Since training does add cost to your operation and the value of training is often difficult to quantify, it is easy to
for customer retention. When team members communicate clearly, answer questions confidently, and demon- strate mastery of their craft, they re- inforce the professionalism of the entire operation. In a competitive environment, that consistency is not optional. It is strategic. We know that scuba diving has inherent risks and we seek to mini- mize them with proper training and equipment. The dive shop team needs to be up-to-speed with their profes- sional credentials as well as specific standards of the dive center. By
cut. Business experts and consultants have written extensively on how important training is to a company’s bottom line. Let’s quickly recap some of the ways it brings value to your operation. Key Benefits of Training: Staff who are trained regularly and properly should be more productive by performing their work more effectively and efficiently. They become comfortable and confident in their ability to complete their tasks. Training investment in the team will also aid in retention and help to minimize turnover which is costly to the bottom line. Small businesses compete for customers. In today’s market there are many activities where individuals are willing to spend. However, they want to make informed decisions with trust and confidence. With a trained and knowledgable staff we can instill this trust and confidence making it a competitive advantage when customers are weighing scuba diving over other options.
having all requisite training in place, we are ensuring that our customers remain safe and also protect our business in the unfortunate event of litigation. Areas of Training: Each business should develop a unique training regimen that covers all facets of the dive center. As we know, dive centers normally comprise at least four unique business areas including retail sales, education and training, service, and travel. The amount and timing of training in each of these areas should be assessed based on seasonality and business objectives. Here are some examples of areas that should be considered: The retail showroom is your front door and the team that man’s that front door needs to be ready to meet customers. Typically, the retail team is made up of dive professionals who have been fully trained as instructors, divemasters, and first responders. But have they had any retail sales and customer service training? Additionally, if the entire retail
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