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Lynette started out as a medical sales rep 10 years ago before realising her passion for training. Now she covers the length and breadth of the UK to train pharmacy teams on everything from coughs and skincare to GPhC inspections

What's a typical day for you?

I travel all over the UK, so I do spend a lot of time in my car. Once I'm at the right place, I'm preparing for the evening seminars and making sure it is a comfortable environment. We put a lot into how we deliver the seminars, engaging with pharmacy first to find out what people need and then creating a story to connect with them rather than quoting facts and figures. It's about empowering staff and not leaving them overwhelmed.

What do you enjoy most about your role?

One of the best compliments I've had from someone attending a seminar is €I didn't fall asleep€. I love to make the training fun and engaging so pharmacy staff can go back to their pharmacy and apply what they've learnt.

What are your biggest challenges?

Getting people to the seminars is a challenge. There can be a general apathy to training, especially when people have to give up their own time to attend. Pharmacy staff often believe the training will be boring or brand related, so I also have the challenge of changing that perception.

What challenges do pharmacy teams face?

Coping with CPD and training requirements is a challenge for teams as it is very difficult for them to find the time. Omega Pharma is trying to help by making training accessible, available in different formats, practical and easily digestible. But it is so important for pharmacy teams to engage, as if they don't, how can they help their customers?

The public perception of pharmacy can also be a challenge. Many people who selfselect an OTC medicine don't want to be asked questions €“ there is the feeling that the assistant is stealing their time rather than trying to keep them safe. But it's about how you open the conversation. Explaining why you're asking the WWHAM questions will help customers understand that it's for a reason and not to waste their time or feel like an interrogation.

What do pharmacy teams need to focus on to improve and change this perception?

Asking the WWHAM questions needs to be more than a habit €“ it's about getting the right information and listening to the answers rather than just going through the motions. Focusing on the 'art of conversation', making sure the tone of your voice is right for the conversation and using body language to improve your communication skills and to understand your customer's query better are essential. Pharmacy teams have the knowledge on conditions and medicines, but these small changes can improve the overall service to customers.

We use the saying 'making a difference only takes a SEC'. SEC stands for Smile (welcome your customers and show warmth); Eye contact (there isn't enough of this in pharmacy, but it shows you are genuinely listening), and Communication (which includes tone of voice, verbal language and body language).

It can be tough and change won't happen overnight, but pharmacy teams can help each other to make small improvements by using the fantastic training that is available from a number of places and by watching each other interact with customers and learning what works well and what doesn't.

What's the future for your training seminars?

This year, the road show has been focused on coughs, to support the launch of Bronchostop, and the General Pharmaceutical Council (GPhC) inspections, and we had nearly 2,000 people attend. In March next year, we start the next road show, delivering skincare seminars in 22 different cities across the UK and Ireland. Again, I'll try to bring a bit of humour and theatre to the training along with the education €“ it's about getting the balance right €“ to help pharmacy staff make a difference to their patients' lives. Customer care and making a difference is at the heart of training.

And finally, what would you be doing if you weren't pharmacy training and development manager at Omega Pharma?

I actually don't know. Training is my passion and I can't imagine doing anything else. I genuinely love my job and get so much fulfilment from it. Someone once asked me what I would do if I won the lottery and my answer was to buy a helicopter so I can get around the country faster to deliver training seminars.