Hire candidates that care
By Tom Borg

Hire employees that care about the customer.

As an owner or manager in your seaside gift shop, let me suggest something you already know — but may not always act on. Your customers are on vacation, and they’re relaxed and making memories. Whether they realize it or not, the way your staff treats them becomes part of that memory.


That’s why hiring for customer service qualities isn’t just a “nice idea.” It’s a survival strategy.


I often see gift shop owners hire fast because they’re busy. Sometimes this works, sometimes it doesn’t.


You can teach someone how to run a register in about 30 minutes. You cannot teach someone to genuinely care about people in 30 minutes. Focus on hiring candidates who show they care.



Warm and personable

When trying to hire warm, personable staff members, you’re not looking for someone who simply says the rehearsed, “Hi, welcome in.” You need to find someone who naturally smiles. Someone who will look customers in the eye. Someone who likes engaging with people.


Hiring for customer service qualities isn’t just a “nice idea.” It’s a survival strategy.


A question I like to ask my clients: Is the candidate’s energy level worth catching?


If they look like they would rather be anywhere else, your customers will pick up on that, and your bottom line will show that.



Emotional intelligence

Peak season can get hectic as long lines form and items sell out. The best employees don’t panic or get defensive; they read the situation and adjust their tone. They stay steady. And that steadiness is gold.


An assessment I use with my clients for hiring purposes is the TriMetrix EQ. It is a scientifically validated instrument and works extremely well in helping identify the right kind of potential employees.



Taking initiative

Solid candidates are also ready to take initiative. Does a prospective candidate notice things? Do they straighten merchandise without being told? Great service often happens before a customer even asks for help.


During interviews, ask simple behavioral questions like, “Tell me about a time you handled a difficult customer.” But don’t just listen to their words — watch their demeanor. How do they treat you? Character leaks out in small moments.


Once you hire well, set the example of what good service looks like. Have quick check-ins during the season. And remember to hire for the smile, hire for steadiness and hire for heart since caring is what keeps families coming back to your store year after year.



Tom Borg is a business consultant and writer focused on leadership, communication, customer service and the real-world challenges of small business ownership. Reach him at: 734-812-0526, tom@tomborg.com, www.tomborgconsulting.com