HOW WE DO IT: Training Experts at Davey Tree

In this industry, what we sell is our skill and our expertise. People depend on us to be the experts, particularly when it comes to tree care. Investing in the education and training of employees improves our ability to deliver expert care. By training experts, we give our customers someone that they can depend on and trust. The end result is stability and longevity for the entire company.

At The Davey Tree Expert Co., our commitment to employee education and training began 125 years ago with our founder John Davey. Since John, the company has continued to invest heavily in employee training. We have established training programs to offer employees a variety of educational opportunities, including The Davey Institute of Tree Sciences, which began in 1908. Since that time, the company has expanded training in all aspects of our business with programs like The Davey Institute of Lawn Sciences, The Davey Institute of Horticultural Sciences, the Advanced Arborist Training program and numerous online extension courses.

We have committed thousands of dollars and man-hours to providing employees with the training they need to continue our tradition of excellent tree care. Smaller companies should spend a higher percentage of their revenue on training. In general, top companies spend 3 percent or more of their gross revenue on training, and Davey spends much more than that amount. As painful as this investment may seem for an emerging business, if you don’t spend that money on training, you will end up spending it on insurance costs, damage claims, decreased production, workers’ compensation, poor customer service and the potential loss of customers.

The investment in tree care education show numerous returns. First, our employees realize the company is committed to their development, which fosters company loyalty. Davey employees, in turn, receive the industry’s best tree care training, which makes them desirable in the green industry. The time and effort they spend becoming experts enhances their professional lives.

Second, tree care education greatly affects our ability to do the job well. If we take the time to educate our staff, then our customers receive the best possible service. Our customers know when a Davey crew comes onto their property that each member has a strong knowledge base.

At the core of every Davey training initiative is a focus on the fundamental practices of tree care. This is the foundation of our service. By committing to learning and teaching sound fundamental practices, every company, big or small, can improve and better serve customers.

For any tree care professional, a basic level of knowledge in plant health care and equipment use is essential.

Davey employees take time to learn about plant physiology, pest and disease management and best care practices for many types of trees. We also take the time to learn about the tools of our trade. We study how our equipment works and learn the safe way to operate it. Doing so has earned our company a reputation for safe working practices, which is something that we all take pride in.
 
As a whole, Davey’s training budget has steadily increased. And we tend to shield training from budget cuts during lean periods, the type of training we do during those times is typically different. For instance, if sales are down, that might be a good time to conduct sales training. So the individual programs might have impacts, but the total amount spent on training remains approximately the same.
 
While we do invest in books, worksheets, classroom activities and other educational collateral, much of our tree care education is in the field. Our employees learn by doing. Hands-on experience is crucial in our industry. It is more effective to learn proper pruning techniques in the field than it is from a diagram. The diagram can supplement field learning, but does not replace it.
 
Likewise, senior level staff members show new employees the ropes. Our regional safety trainers help teach all field employees safe work practices. Our technical staff advises the field in matters such as diagnosis and identification.
 
This method of passing along tree care knowledge is beneficial in two respects. First, new employees learn from those with relevant experience. As they apply the information in the field, they receive instant feedback from those who have been with the company for some time. Second, teaching new employees is a way for old employees to stay current with the best practices. And teaching reinforces their base knowledge.
 
Once the fundamental education program is in place and on-the-job training is underway, the development of continuing education and training programs is possible. Companies should consider how such a program will enhance job performance. Examine the specific skills employees will learn. Develop teaching tools, presentations and supporting materials with your workforce in mind. 

The author is manager of the education and training department at The Davey Tree Expert Co., Kent, Ohio, and can be reached at 800/445-8733.