Retail Observer

RETAILOBSERVER.COM OCTOBER 2026 26 T he success of any company rests firmly with its management. That responsibility brings with it a need to hire people who have the skills and personalities you need to build a winning team and drive your company's revenues. When you have an opening for a frontline employee who'll be responsible for interacting with customers on any level, from sales to service, the first step is to have a job description that includes specific duties and skills. That job description will serve as your road map as you begin the recruiting process. The first place to look for a new employee is with your current employees. Share with them what you're looking for, and ask your top performers if they have friends or family members they would recommend for the job, and who would fit well as a member of your team. They will recommend people who reflect their images and values. Also, reward them when you hire someone they recommended – a $100 bill would be nice. There are groups of employees you should not ignore. They include the elderly and people with disabilities. They are a valuable pool of potential employees. Many elderly people are looking for jobs, not necessarily because they need the income, but because they need the opportunity to interact with others – customers and coworkers. They aren't content to sit home with a TV remote in hand; they want to be doing something meaningful. People with physical disabilities, who number almost 40 million in the U.S., also make great employees and should not be overlooked. With advances in technology, for example, blind people can perform as computer programmers, telephone operators, and customer service representatives. They, too, want to do something meaningful, and they make great employees. Ignore what you think they can't do, and focus on what they can do for you and your company. I have a friend who regularly shops at Menard's, where an employee who uses a motorized wheelchair is cheerful, helpful, and goes out of his way to engage customers. He's a great representative for Menard's and a valuable employee for the customers. There are some important steps you should take when you interview potential employees. The first is to be prepared, which includes having the job description and a list of questions you want to ask. Avoid questions that can be answered with a "yes" or "no," because you want to dig deep into who they are. Ask potential employees to tell you about themselves. Why are they leaving their current jobs? Why do they want to work for your company? What were their major accomplishments in their previous jobs? What skills do they have that you need? Ask them also to define customer service and why it's important when dealing with customers. I have a friend who asks: What would I be surprised to know about you? The answer can sometimes identify something surprising that will create a connection with you. If the response is, "I won a silver medal in the Olympics," you know the person is determined and dedicated to excellence. Pay attention to their body language. Do they make eye contact? Are they relaxed? Do they smile? Also check their references and Facebook posts, and Google them to see if their values are aligned with your own. Finally, recognize that skills can be taught, but you can't change people's attitudes. Look for people who are pleasant and personable. Remember this: Skills can be taught, but attitude is king. Visit www.customer-service.com for more information on John Tschohl and the Service Quality Institute. John Tschohl Customer Service John Tschohl is the founder and president of Service Quality Institute, a global leader in customer service. He is considered one of the world's foremost authorities on all aspects of customer service, and is the author of several books including Moving Up: A Step-by-Step Guide to Creating Your Success. His monthly strategic newsletter is available online at no cost at www.customer-service.com. HIRE WITH CARE: ATTITUDE IS KING RO

• Cover