Training Sharpens Staff & Improves Customer Service
byJeff Cinciripino, JeffCinciripino.com, Former Owner of Scuba Shack, Rocky Hill, CT
SMALL BUSINESSES ALWAYS SEEM strapped for time. There is only so much to go around, and the demands 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 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.
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.
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 alternatives.
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Investing in proper staff training establishes a solid foundation for customer retention. When team members communicate clearly, answer questions confidently, and demonstrate mastery of their craft, they reinforce 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 minimize them with proper training and equipment. The dive shop team needs to be up-to-speed with their professional credentials as well as specific standards of the dive center. By 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 team is grounded with the same training, we are setting a foundation for a consistent customer experience regardless of who is behind the counter.
Now, let’s take a look at the fill station is one of the most important systems in the dive center. You can’t get your air or nitrox tanks filled online or at the gas station. Every individual who operates the fill station must be properly trained with proper documentation. There are also recertification requirements. Taking the time to check on everyone’s credentials and schedule the needed time to ensure the team is ready to go.
Another system that may not get a lot of attention is the point-of-sales system. My article from March 2025, “POS Systems – The Heart of Your Operation” outlined the value they bring to the dive center. Each system has unique features and functions that are designed for the business to operate smoothly. Training the team in how to use these features and functions properly is essential to efficient operation as well and improved customer experience.
Standard processes help to ensure consistency. Their value is only achieved when the team executes on them. Therefore, it is imperative to take the time to train on the processes developed or used by the dive center. Whether it be industry-level processes like gas-blending or locally created processes, like intake for service. Consistency is only developed when training is done.
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One final area to cover is technical training. A couple of examples include visual tank inspector and regulator service technician training. These areas have recurring certification requirements and it is imperative that individuals are current with their certifications. It is too easy to let them lapse if we haven’t made the time for training.
Final Thoughts: Our time is finite. It is also valuable. We decide each day how we are going to invest our time. Often, when pressed to get the myriad of tasks completed, cancelling or postponing scheduled training may seem like a way to solve the pressing needs. Sometimes this is unavoidable. However, businesses should carefully weigh the longer term aspects and criticality of making time for training.
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