The program aimed to increase store employee job satisfaction, provide higher quality service to customers, and to increase revenue through increased customer satisfaction. Graff Retail’s Ready to SERVE training program focused on developing the selling, service and management skills needed for the liquor retailers stores. 

The first step was clearly defining expectations and then measuring performance against them. A Balanced Scorecard process was implemented that would evaluate store performance through a metric-based approach. It was essential to not only track sales but also measure how store managers performed on all key inputs that drive sales. With this tool, the liquor retailer was able to add objectivity to the evaluation process and at the same time drive performance and morale. Additionally, all of the existing programs and systems were integrated to ensure they were being used, thereby boosting accountability levels.

A sales system combining classroom training with online and in-store training was developed that would focus on the Selling techniques required for selling beverage alcohol and accessory items for the liquor retailer. The sales system was wholly maintained at the store level using specially designed reinforcement tools to support and sustain the selling skills learned in the classroom. The three-part Selling sales system included:

Part 1: Management teams being trained on the selling skills and system

• 2-day classroom program
• Day one taught ‘how to sell’ at stores for the liquor retailer
• Day two gave managers the skills and tools needed to go back to their stores and effectively train their staff, and keep the program alive and working in a sustainable fashion

Part 2: Management teams then training their store staff

• Managers were equipped to train their staff in both a group and one-on-one training process
• This began with a 30-minute staff meeting to introduce Selling skills to the staff
• A six-week implementation process was used to train the staff in-store
• The training process was fundamentally solid, applying multiple training styles and approaches to ensure everyone in the store benefitted from the program

Part 3: Keeping the program alive in their stores

• Ready to SERVE was integrated into daily store operations and became a way of life at the stores
• Staff were continually re-trained on the process and recognized for their efforts

Graff Retail’s Get Managing program enabled managers to be more confident and effective in their roles. Key components of this coaching system included:

• Managers learning the fundamental coaching skills required to deal effectively with their teams
• The use of a system to set goals and track results, integrated with daily shift starter meetings where staff would discuss the store’s performance and make plans to achieve success on a daily basis
• Managers would conduct documented bi-weekly coaching sessions with their staff. These one-on-one sessions are powerful opportunities to engage the staff, improve relationships, bolster skills, provide recognition, and ultimately drive performance

A streamlined sales management process was established for use at the store level. This was critical to reinforcing the selling culture and evaluating the program’s success on a daily, weekly, monthly, and quarterly basis.