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Top 10 Reasons Luxury Brands Should Avoid Retail Sales Training

luxury retail sales brandRetail sales training may not be the best route to success for high-end, luxury brands.

Some brand managers would argue that their luxury brand salespeople enjoy a different dynamic, one that is not subject to the fundamentals of retail selling.

Here are 10 reasons:

Everyone is Already Familiar with the Brand – With a well-recognized name, you don’t need to have your sales staff push the product; the product will just sell itself.  You can dispense with salespeople altogether putting an emphasis on kiosks and iPads so customers can find what they need on their own. Continue reading Top 10 Reasons Luxury Brands Should Avoid Retail Sales Training »

Commission Retail Sales: What To Do When Someone Steals Your Sale

commission salesA reader asks, “My fellow salesperson scarfs up my customers between the time I initially properly greet and pass by them (with a prop) and the short time in which I once again approach the customer. I have spoken with him to no avail. What would you suggest I do and say to the customer to ensure they remain my customer?”

In a perfect retail environment employees receive retail sales training that ensures all sales staff work together as a sales team to increase the retail store’s sales and bottom line.

Unfortunately, in a store where commissions or sales bonuses are awarded, this perfect retail environment does not exist; it is a culture of competition between salespeople. The upside for many luxury retailers is that it directly rewards employees for their sales performance. That’s the system I was able to thrive within for many years.

If you don’t have a commission system, bonus program or other incentive you never have to deal with this – that’s too bad because more than likely, no one is trying to be a superstar by exceeding sales goals.

With a commission system culture of competition, the manager often is dragged into those she took my sale conversations. There was a time I had a snake on the sales floor who knew exactly what he was doing – he’d keep a keen eye on every person who walked in the store and when he spotted the least inclination to pick up an item would pounce. Continue reading Commission Retail Sales: What To Do When Someone Steals Your Sale »

How To Boost Retail Sales With Suggestive Selling

features and benefitsYou’ve made the big push in upgrading your retail store.You’ve curated a group of brands that make you stand out. You’ve hired better than the other guys, but you still need to do more.

Take a look at your suggestive selling, or as I call them, your add-ons where you really make your profit. Selling a second item or as some call it upselling, when you’ve already realized all the marketing costs on the first is the easiest way to to juice your profits.

Here’s the secret…

The joy for the customer can be doubled with the right add-on.

Let’s say a customer is purchasing a new RV with a pop-out section. A good salesman will know to suggest an additional cover so that when parked under a pine tree, all the pine needles and dirt that have fallen on top of the pop-out won’t fall right into the new RV. If the salesman presents it with a heartfelt connection and paints a picture of how that cover makes RVing better, the customer will appreciate the add-on purchase each and every time he closes the pop-out.

The same idea holds true in a pool business. Each time you install a pool, you should suggestively sell a cleaning service so the customer can always enjoys a clean pool. You should also suggestively sell a volleyball net and ball so more people can enjoy the pool for more hours at a time. Continue reading How To Boost Retail Sales With Suggestive Selling »

Retail Sales Training Will Never Be The Same

coursesWhile working for some great retailers, I found I was naturally good at selling merchandise and retail sales training. Little did I know that during those years I was creating a philosophy that would later drive my brand as the Retail Doctor.

And that is…

Retailers can make the world a better place by giving their employees the tools they need to meet a stranger with an open heart, build rapport and sell them something.

We all want to be noticed. To be valued. To be seen.

Too many of our customers are still walking around, tweeting, Instagramming – complaining really- about what someone in a retail establishment did to them.

  • How they endured the worst wait ever.
  • How the barrista totally ruined their latte.
  • How they had to wait five minutes before someone - anyone - came over.

You get the picture. Continue reading Retail Sales Training Will Never Be The Same »

How Using Personality Styles Helps You Make More Retail Sales

Want your sales associates to make more retail sales?

First, imagine you were just plopped into a car parked on the side of a road, you don’t know how to drive, you don’t know what a road is or how to get the car to run.

You try different things and eventually start the car, pull onto the road and learn the rules but not without a lot of bumps along the way.

That’s the training for many retail associates.

They try all kinds of hit-or-miss things…often without realizing they were pre-determining their own success.

Could that be you? Continue reading How Using Personality Styles Helps You Make More Retail Sales »