My father went to a cigar store recently and was greeted by a person who proudly proclaimed they were a "certified tobacconist". After they helped him select his cigars he told the clerk that his son was the founder of Tobacconist University and he looked forward to telling me about the interaction. He thought it was a great idea to start the customer interaction by establishing their professional credibility. The clerk's face immediately became somber and they revealed to him that they were not actually certified, but they were looking forward to becoming a certified tobacconist in the future.
I, and many others, have seen cigar/pipe retailers claim on their websites and on social media that they are certified tobacconists when they are NOT! And I've heard countless people claim to be wine and cigar "sommeliers" when they have NO certification. I can't even begin to imagine the lies and exaggerations people tell their friends and customers!
Another serious issue I see is people sharing wrong and/or stupid information online. And I don't have the desire to be the internet police or a troll to correct misinformation whenever I see it, so the lies fester long enough and start to seem real. That makes me sad and angry. But I can't battle the whole internet. All I can do is make sure we are doing the right things through TU, our curriculum and certifications.
The real battle for truth and integrity in the luxury tobacco business must be fought by certified tobacconists, the special forces of our industry. You must proactively promote yourselves and project your substance.
Here are some recommendations ...
- Let your customers know "I am a Certified Tobacconist" - combat the imposters and liars with proactive honesty!
- Put the TU Certified Seal sticker on your door, by your POS, on your humidor window, etc...
- Put the TU Certified Seal on your business cards, website, social media, etc... Every impression you make on a customer adds value and adds up to a greater rate of return.
- Conversationally mentioning your certification distinguishes you from the competition and is another positive impression you give a customer. Positive impressions build trust and loyalty which increase sales: fact.
- Send out a press release and social media post every time someone gets certified or find an excuse to mention your certification: it certainly makes you look better than the competition!
From an organizational perspective, there are myriad reasons to get your employees and invested parties certified. Below are just a few...
Certifiying employees establishes a standard of knowledge, creating a stronger culture and bond.
Certifying employees is an investment in their development and professionalism.
Certifiying employees shows the market that you are serious and knowledgeable.
Certifying employees shows your customers that you are above the competition, more committed and dedicated to excellence.
Build an army of brand ambassadors by certifying them as Certified Cigar Sommelier Tobacconists (CCST) - become a CCST Maestro!
Do you have any recommendations? Leave your thoughts in the comments below....
PS: I totally forgot the first and most fundamental leveraging tool ever created for TU Certified Tobacconists.... the TU Lapel Pin pictured above.... Wear Your Lapel Pin!!! Available for just $10 in our Campus Store: the price hasn't changed in 20 years!
PSS: We are looking for a partner to help us develop TU branded merchandise. Let us know if you have any suggestions...
