Reasons you’re afraid of retail sales training and what to do about It
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail Doctor’s blog.
While a lot of new boutiques boast “community rooms” and several of those owners are proclaiming they don’t care if people buy their goods, that it isn’t about selling. It’s about people coming together. Let’s not forget, the definition of retail is the sale of goods to the public.
Nothing works if shoppers don’t translate your experience into their own motivation to part with their money.
Have you passed on retail sales training because you either didn’t think it would work or you had a bad experience in the past? You’re not alone.
Many stores have tried all kinds of in-person training and computer programs, retreats and more, but couldn’t get their associates to use what they’ve learned. They felt like they wasted their time.
Here are five reasons why training often doesn’t work and what you can do about it:
1. People hate change
As humans, we get comfortable doing what we’ve always done. Having regular sales training meetings makes new training methods the norm and not the unknown and uncomfortable.
2. The my way is better mentality
Some of your successful associates may think if they change their ways, sales will be lost. This is a hard mindset to overcome. Trying team collaboration prior to purchasing the training, giving proof the training works and implementing regular training sessions will ultimately help those associates overcome that fear.
3. Selling is perceived as manipulative
Without dealing with the negative perceptions of selling prior to implementation, the simplest sales tactic might be seen as slick or disingenuous. If you consult with your team about the pros and cons of any potential retail training program before you purchase it, you can uncover any potential negative aspects from different points of view.
4. Associates are not being held accountable
Without performance metrics — say two lessons per week — employees will feel they can do whatever they want.
5. One rotten apple can spoil the barrel
If they were a bad employee before you offered retail sales training, they’ll still be a bad employee who frustrates your efforts to elevate your customer service.
DISCUSSION QUESTIONS: What are the biggest obstacles preventing store associates from embracing sales training programs? Which suggestions for overcoming those hurdles stated in the article make the most sense? Would you add any others?