The world is evolving quickly, and new products are introduced on the market faster than most consumers can keep up. The retail environment is experiencing similar changes. The dynamic nature of the environment calls for constant technological upgrades to stay relevant. But one thing remains constant: the value of your store employees. These are the people who represent your business in their communication with your customers. They help consumers make buying decisions and crystalize the customer experience.
As your store’s most valuable resource, your staff must be equipped with the best tools and all the knowledge necessary to get the job done. This means continuous training on every aspect of the retail business and sales excellence. Give them the appropriate tools and knowledge, and they’ll develop the self-esteem, skills, and confidence needed to excel on the sales floor.
Develop A Solid Foundation
Your sales staff will miss countless opportunities to make the sale if they’re unable to provide knowledgeable, solid answers to enquiring customers. Not only that, uninformed sales staff tarnish your company’s image. The customer will lose trust in your ability to provide sound information and products, and they’ll share their opinions with anyone who will listen.
Product knowledge, therefore, forms that foundation of successful retail sales training. Customers expect staff to understand the products they’re selling; otherwise they’ll take out their smartphones, and find a competitor that will give them the information they desire. Knowledgeable staff helps solidify customers’ trust, and trust leads to sales and repeat customers.
Sharing value stories is one of the most powerful aspects of the consumer – sale staff interaction. Your employees should learn how to create an emotional connection with the products they’re selling so they can sell the products’ value. From high-end electronics to clothing, they must be able to justify the cost of higher priced products and establish the relationship between price and quality. If you expect your customers to pay more, the employee must make the connection between price and quality, so your customers understand what they’re paying for.
Detailed product and in-store videos to demonstrate the product in action are some ways you can help your employees share valuable stories. Request information from the manufacturers in the form of product data sheets, images, and videos. Visit this website to find out how easy it is to download videos and show in your retail store.
Communication Skills Are Essential
Don’t forget to teach practical communication skills to your employees- even if you feel that they already possess those skills. All your training will go to waste if the staff cannot communicate the necessary information to your customers.
Communication workshops should include sessions on using a professional tone of voice, removing slang and jargon, proper eye contact, clarity in expression, and proper listening skills.
Unfortunately, even the best employees will need to develop basic communication skills, and it’s your job to ensure that they acquire those skills.
Your employees are your greatest assets. Invest money and time to give them the right training and tools, and you’ll get the benefits of increased sales and profits.
Always make sure to remember to respect IP.
Brian Richardson is a sales manager. He frequently writes about how to improve sales on business blogs.