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Friday Retailer Flex – Episode 21

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4 important Components of Retail Sales Training.

Support the show

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The Friday Retailer Flex – Episode 21

Fri, 7/30

SUMMARY KEYWORDS

employees, sale, customer, training, product, retail sales, cyclists, store, flex, bicycle, important, customer journey map, staff, customer journey mapping, new hire training, figure, closure, components, focus, podcasts

SPEAKERS

Heather Mason

Heather Mason  00:02

Welcome to the Friday retailer flex a weekly pointed digest of inspirational and actionable insights you can implement today. This is NBDA President Heather Mason. If you’re a first time listener, be sure to check out the previous episodes, please do us a favor and leave a review. This Fridays flex is about the four important components of retail sales training. Lately, we have been talking about staffing, how to find good motivated sales staff people, how to keep the staff we have and how to prevent burnout. I want to focus this flex into the four components of retail sales training that is so critical to the sales team you currently have in converting the riders that are coming into your bicycle store into customers. It is not just enough to have passionate cyclists working for you. We need to educate and train our employees to be great salespeople. And that happens through a good retail sales training plan. I think we all have experienced walking into a bicycle store and not being greeted or asking where something is and having someone point to it. What about when you want to know more about something and the employee picks up, let’s say the computer and reads about it off the box. These are all situations of an untrained employee. With a solid retail sales training strategy focused on creating an exceptional customer service experience. You’ll be able to map every interaction you outline every encounter, and analyze the necessary metrics to gauge your success and make improvements. Okay, so I have four components of retail sales training that will ensure your employees will succeed, you can think about adding these into your retail sales sales training plan. Let’s start first with new hire training. This is your baseline training covering store setup, how to open and close your register, bring up a sale stock shelves, receive and ship products, or even how to use mobile point of sale tablets. I highly suggest having a new employee handbook, even a dedicated staff member for training days, or possibly an outline of things to be covered, such as a checklist so you can ensure proper training. The next part is very critical and is the customer journey map. So what is this, this should include the path that a customer takes from your website to your front door. This is the initial engagement of the consumer with your sales associate to the close of the sale. Thinking about from the delivery of the product to the follow up. Your new employee needs to understand where your customers are coming from, and how they are acting with you along the way. They need to know your expectations of how the employee should interact and the role that they have throughout the process. The next thing I want to dive into is product knowledge. This training should go beyond what’s in the box or how it works to include the type of cyclists the product is a good fit for and who it’s not. The products will have certain situations that warrant them, such as gravel bikes, the difference between a gravel bike or a road bike, and your employees need to understand the differences between everything in your store and who is it for the worst thing we can have as an employee giving the wrong recommendations. And the final thing we want to focus on is behavioral sales training. This is the most important training of all because what good is all the product knowledge in the world. If your staff is not personal enough and understanding of a customer and how to engage with them while your store I used to review with my employees weekly, the four elements of a sale might seem Elementary, but it’s so important. Gather your staff around, you can even role play. But here are the four key elements you should be focusing on. First, the greeting. You want your employees to be greeting customers like they’re welcoming them into your home.

Heather Mason  04:09

Second, qualify the customer. So you want to figure out what they want, not just what they need. And to do this, you can first find something you have in common. And then use a couple questions to determine what they want. Once you figure out kind of where you’re going to put them what they want and what they need, you will pull out that item and you’re going to do a feature and benefit highlight. You’re going to explain to the customer using your knowledge, how the product will solve the customer’s problem and simplify their life and bring them joy and make them happy. So features and benefits. And then finally, the most important one. Well, I don’t know if I’d call it the most important but sometimes the hardest One is asking for the sale. So it’s the closure. And I used to roleplay with my employees, different ways that we can ask for the closure. Oh, let me just bring this up to the register, or how would you like to how will you be taking this home today? or How will you be paying for this today, there are so many different ways figure out what works works for you. This is definitely a great area where we can roleplay with our employees. Okay, so that is four components of retail sales training, not to overlook, it starts with the new hire training, then the customer journey mapping, making sure there’s product knowledge, and then the all important behavioral training. So many studies indicate that when employees invest in workplace learning, they enjoy higher net sales per employee, and higher gross profits per employee. Having a solid retail sales training plan empowers your bicycle store to grow because your employees will have confidence and skills to improve conversion rates and create exceptional customer experiences that lead the customer loyalty and repeat business. If you’d like to support the show, don’t forget to subscribe on Spotify, Apple podcasts wherever you get your podcasts. Share your favorite episodes with friends on social media. We appreciate your support. Thank you for listening now. Go be great

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.

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