Big Issue vendors are learning how to improve their customer service to prove they really are something to shout about.
The magazine sellers, who live on the streets or in temporary accommodation, are working with City of Bath College to build on their skills.
They are studying for Level 2 NVQs in Customer Service in the Workplace to stand up to their critics and try to dismiss the stereotype that they are beggars rather than workers.
As some of the most well-known faces in the city, they want to show people they are working hard to do their jobs to the best of their ability whilst ‘rising above’ the abuse from passers-by.
The vendors are used to people calling them names, swearing at them and muttering insults under their breath.
But they are now studying people’s body language and the tell-tale signs of aggression in the hope that they can turn around confrontation and resolve possible disputes before they happen.
The NVQ course also reiterates the importance of smiling, being friendly and approachable, engaging people in conservation and treating everyone as a potential customer.
Four Big Issue vendors have already earned themselves NVQs as part of a pilot programme with another seller currently working towards the qualification.
It now hoped the scheme will be rolled out across the South West to help improve the prospects of Big Issue sellers in places such as Bristol.
It took Brian Jones, 48, about seven months to complete his NVQ. He is a familiar face selling Big Issues near McDonalds in Westgate Street.
He said: “We don’t have a shop front, we have to attract the customers ourselves to get sales.
“It’s not easy as we get very mixed reactions from people. Some people are rude or even aggressive and you have to be ready for that. If someone shouts or swears, I just remain polite at all times.
“I’m so pleased I have this qualification. I have learned the importance of getting to know my customers to ensure they come back and become regulars.”
Steve Ellis, 48, whose usual pitch is near the Theatre Royal, is also the proud recipient of an NVQ. He hopes his qualification will help him find work as a lorry driver.
He said: “This is just the qualification I needed, I use what I learned every day. I used to be a little too reserved but I now have a good rapport with customers.
“I try to grab their attention and interact with them more, I’m more confident, more assertive, maybe a little cheeky but always polite.”
Cathal Quinn, 35, who can usually be found outside Waitrose on Northgate Street, admitted he initially wasn’t keen on studying for an NVQ as he’d been selling the Big Issue on and off for 17 years.
He said: “I had reservations as I didn’t think I would learn anything new about customer service, but I was wrong.
“It’s been great, it’s reiterated what I knew and given me skills useful for whenever I’m dealing with people. For example we are also unofficial tour guides as people always stop to ask us directions.
“I now have a qualification and I have the paperwork to prove it.”
Jon Brown, 34, hopes studying for an NVQ will help him to get a market stall of his own. He wants to start selling his own artwork.
The seller, whose usual pitch is in Milsom Street, said: “I don’t want to be selling The Big Issue forever so this qualification will help me move forward.”
Big issue sellers have to build up a portfolio with evidence and photos showing how they have met the criteria for handling different areas of customer service.
The NVQ modules include personal safety, appropriate dress, confronting difficult situations, money management and increasing sales.
College NVQ assessor Deb Boyce also observed the sellers at their on-street pitches to see how they interacted with customers.
Deb said: “These people work their socks off on a daily basis and it is no easy job.
“They are at their pitches from 9am, if not earlier, and there is no lunch break, they are out there selling all day in whatever the weather.
“But the mind-set of some people is that they are begging. For this reason there have been some horrific things said to them and they need the knowledge on how to deal with difficult situations.”
Sam Grief, Area Service Broker at The Big Issue Foundation, said gaining an NVQ would really boost the confidence of vendors and inspire them to continue learning.
She said: “Many of them haven’t studied since school so they are very proud of having a qualification.
“The long-term goal is that gaining an NVQ will help them to move away from vending, we hope this positive experience of education will encourage them to take advantage of a more formal college course.
“One of our female vendors has already enrolled on an evening plumbing course at City of Bath College and she’s really enjoying it.”
There are around 30 people licensed to sell the Big Issue in Bath, with an average of about 10 vendors working per day in the city centre. They buy the magazines for £1.25 and sell them for £2.50.