 Retail sales training is the process used to

train your store associates in how to

engage a stranger ...
 And how to build rapport and trust, how
to show a product and demonstrate its
features and (more importantly) its
benefits, how to contrast and compare
products, how to overcome objections to
sell value over price, and how to close
each and every sale.
 The First is product knowledge training. Product knowledge
training has to go further than just what’s in the box or how it
works. This specialized training should include knowing who
this product is for and who it is not, what situations it is good
for, competing products in the marketplace. That education
helps every employee understand the benefits of the features
of a product to be able to share with a shopper.
 The second is , behavioral retail sales training, the soft skills
of how to engage a stranger. After all, all of the product
knowledge in the world coupled with the most cutting edge
payment technology is useless if your sales associates don’t
know how to greet a customer with an open heart
 With a proper retail sales training program that includes
training on the behavioral skills necessary to greet a stranger
and how to build rapport to a level that gains the stranger’s
trust, all of your product knowledge can be presented with
laser precision that differs from shopper to shopper. That
results in higher conversion rates.

 Instead of offering more discounts to try to make the sale, the

smart retailers take the money they would have gifted
shoppers and put it into retail sales training for their crew.
That training pays back every moment of every day and with
every customer.
 Retail sales training is the only sustainable marketing
program for brick and mortar retailers, because untrained
employees drive down your overall sales—it takes them
longer to sell something than a trained employee. Those
associates are inefficient and passive when it comes to
driving a sale. That leads to lower conversion rates and
lower overall sales.

If you’re serious about competing with online retailers—

and you should be—‚you better care about this. Big
time.
 Focus on the Customer in Front of You

We have all been there. The phone is ringing, you may

have online orders to fill, and there’s a line of folks that
need to be checked out at the register. Juggling
responsibilities comes with the territory when you own a
small business. That said, no one is more important than
the customer waiting to be attended in your shop. All it
takes is a few angry customers and passive aggressive
Yelp reviews to dent business sales. So when in doubt,
put the phone caller on hold and focus on delivering a
stellar in-store experience.
 Tell Every Customer Your Policies
Make sure every customer who makes a purchase understands
what your exchange and return policies are. If they leave
under the impression that they can return an item, and then
learn that they can only exchange it, they can end up feeling
frustrated and angry.
 Encourage Patience
Yes, certain customers can be challenging to deal with — but
what if those very shoppers are your most profitable?
Establish a storewide attitude of patience. Consider rewarding
salespeople not just for hitting sales numbers but also for
dealing with demanding customers successfully.
 Improve the Checkout Experience

Long wait times and an unpleasant checkout

experience will hurt business sales. Unfair queuing
systems, confusing in-store experiences, and long
lines are bound to leave a sour taste in your
customers’ mouths. Use clear in-store signage so that
customers know where to stand in line, form lines
around checkout aisles to encourage last-minute
purchases, and adopt processes and tools that can
help you bust through long lines during peak
business hours.
 The Magic Word: “Thank You”
Of course, you want to thank customers when they complete a
purchase. But that’s not the only time you should be saying
“thank you.” Show your appreciation to everyone who visits
your establishment, whether they make a purchase or not.
 Never Turn Away from an Approaching Customer
There’s no excuse for turning away from a customer. It doesn’t matter if the
phone’s ringing, you’re about to start your lunch break, or you really need
to run to the restroom. If a customer is approaching you, smile, greet them
and offer your services. If you absolutely have to step away, make sure
they’re clear on who else is around to support them or how they can get
your attention when ready.
 Smile
No one wants to be waited on by a grumpy or condescending
salesperson. According to a study on the hidden benefits of smiling,
waitresses who smiled made more tips that non-smiling waitresses.
If you make smiling a priority in your retail shop, you’ll create a
welcoming atmosphere for your customers.

 Never Say, “I Don’t Know”

When you say, “I don’t know,” your customer hears “I don’t
care.” Instead, when you truly don’t know the answer to your
customer’s question, say, “Let me look into that” — and then
do whatever it takes to find the right answer or to turn your
customer over to someone with the answer.