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One of the best-known phrases in the retail world is: “The customer is always right”. Moreover, although it is not entirely correct, it is one of the most widespread that seeks to capture an implicit message: meeting the needs and expectations of customers is the most important thing at all times. To achieve this and provide a shopping experience, training for retail employees is essential.
Some companies that are already consolidated and have reached a considerable sales level mistakenly believe that their salespersons no longer have anything to learn to drive sales and that their know-how is the only one that works to attract customers and sell. Result: lost sales opportunities!
Before thinking that there is nothing new to learn, it is important to analyze how many sales opportunities have been lost due to some situations like these: They do not know how to give correct and concrete information to present a product/service or resolve any doubts. They do not know how to listen in order to perform a successful demonstration or give more value to the product/service they are selling. The customer came into the establishment and was never attended. Thus, these just a few situations corrected through training for retail employees.
If we add to this that many employees are hired and sent to sell without training to get new customers, loyalty to those who already have, resolve conflicts, offer additional items, track, among other behaviors that have proven to be high impact to boost sales, the result is more lost sales opportunities.
The market changes and, with it, consumers, so not being updated sooner or later also has a big impact on sales results.
Learning to sell through “trial and error” is very expensive for businesses. Very few entrepreneurs realize all the resources they are losing by letting this practice occur in their stores and/or businesses.
Training for retail employees should be a constant, regardless of whether the collaborator has many years of experience or whether the turnover is in numbers beyond acceptable. The most important thing is to sell and take a day or a few hours to train the staff, it could cost some sales, however, the benefits of training the staff will help to recover that day, to boost short-term sales and, finally, the time spent will really be necessary to achieve this. In short, sales training is an investment that delivers results in the short, medium, and long term.
Some entrepreneurs think that they do not need sales training because the ability to sell is innate, so they often hire experienced staff. However, there is a popular saying that says, “Practice makes the teacher”, which means that to become a true expert it is necessary to have avant-garde training and put it into practice.
A good salesperson has communication skills, frustration tolerance, ability to work for goals, resilience, self-motivation, leadership, listening ability, empathy… among others. While these skills are the most desired, have you noticed that they do not guarantee that it is the seller with the best results?
There are salespersons who lack any of the skills mentioned and yet excel in sales thanks to the training they receive. More than innate talents, a successful salesperson is characterized by having attitudes, skills, knowledge, and techniques that are learned and improved through constant practice and training.
A salesperson’s success lies neither in chance nor in luck. Employees who don’t have the skills, tools, and/or knowledge mentioned above or not already trained are more likely to be disappointed and frustrated by not delivering sales and therefore develop negative attitudes and behaviors that will affect not only the customer experience, and consequently directly sales. Also the experience of their colleagues and will even make the role of team manager more difficult.
Different studies have shown that customers are more comfortable and more likely to buy products and/or services from salespersons who listen to their needs, answer their questions and follow them through the process.
Thus, we can see that there is a direct relationship between the result in sales, job satisfaction, and the overall performance of the collaborator. Therefore, a salesperson who is unsuccessful in sales will be more prone to frustration, anger, and dissatisfaction, which may lead to him or her quitting his or her job or vice versa. In retail, it is very common to have high levels of turnover and on rare occasions, it is analyzed that many of these dropouts are due to a lack of training.
Retailers continually face stressful, negative customer situations, complaints and so on that challenge them day by day. Resilient people will integrate those moments as part of their experience and learn from them; resilient people can also learn from them through appropriate training.
We have already analyzed the consequences of not training and all the benefits of doing so, so it is time to fully enter into the additional benefits that can be gained through training through experts.
By training retail employees with professionals specializing in retail and through programs tailored to the needs of your organization, employees will be able to draw on real-life experiences with which they can identify and better understand the landscape of the profession, the challenges, and techniques to face them, as well as making the most of the time allocated to their training.
As we saw, the more successful training programs are constant; the organizations that are used to training their employees as part of their business culture have obtained greater benefits, such as:
Ideally, since the moment the person enters the company. Then either must be constant, with a biannual, annual schedule or in each season change, so that salespersons have current strategies for the products they are marketing, but also to keep the team motivated and united.
By getting partners to feel integrated with their team and the organization, they will identify more with business interests, objectives, and strategies, making them more proactive, effective and problem-oriented, and, above all, result-oriented. In addition, with the right sales techniques, salespersons will be able to more easily achieve their sales objectives, including operation and service.
Contact us now that you know the consequences of not training your employees in retail and the great benefits that your organization will get with our training.
At Friedman, we are specialists in retail sales, and we have training processes that generate high impact and great results. Write to us through our contact form for more information, and we will gladly assist you.
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