By
Bob Phibbs
Updated May 13, 2024
Congratulations on reading this—it means you understand the importance of retail sales training. But which online sales training courses are right for your store?
You understand that training is something you do consistently, like an athlete working to perfect their form, not something you did – once – like a trip to an exotic vacation destination.
Good. Most retailers know they have to train new hires at some level. The best know they have to train their entire staff constantly.
This guide will highlight the pros and cons of four different types of trainers
1. An Existing Employee
Does your store mainly have tribal knowledge that you are looking to share? Then you probably already made an existing employee your trainer, often on an ad hoc basis.
Most retailers train their new hires this way. Some call it shadowing. Some schedule the training time outside regular shifts, and most train while on the sales floor.
Pros
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The employees probably grew up in your system, so they know how things work.
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They probably have been good at selling or running the register.
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They probably have been with you for a while and have your trust.
Cons
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Just because someone is a good salesperson or a reliable team member doesn’t mean they know how to train someone.
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You probably didn’t give them a choice, so they feel they have to do it, which frustrates their learners.
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This training solution is considered something to get through rather than a system of continual learning and practicing, so little time is budgeted for the process.
2. A Salaried Trainer
Do you have videos, manuals, materials, a separate conference room, or multiple stores? Then, you probably have hired a full-time trainer for your company.
Larger chains can spread the cost of a salaried retail sales trainer whose sole job is to deliver and monitor instruction across a variety of stores, increasing the ROI. These trainers usually create a program that takes tribal wisdom and information and expands it so everyone, from the new hires to the existing employees, learns the right way to do everything.
Pros
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They usually come with a background of success as a trainer.
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Since this will be their sole responsibility, they can focus on getting the job done.
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They usually travel from store to store to provide a hands-on experience.
Cons
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They are from corporate, which could affect their perceived authority.
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Traveling around to stores can be expensive and lack individual attention.
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The materials you give them to use may be outdated.
3. An Outside Retail Sales Trainer
Retailers who lack an established sales process, up-to-date materials, and/or an energetic staff member may seek help from an outside retail sales training expert like me.
Pros
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They usually have the energy to make the experience fun and interesting.
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They can certify those who take the training understand the materials.
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They have materials created just for you.
Cons
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Once they leave, without additional training and follow-up, the learned behaviors may not take hold.
4. Online Retail Training
Larger brands and retailers have relied on technology to deliver product information for years. They know online videos make learning more engaging. But, truthfully, most online videos work better for training product knowledge than selling skills.
Pros
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24/7 availability means anyone can train at any time.
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Employees can see every product and learn all its specifications and features.
Cons
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Video watching can be very passive.
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Product instruction is usually seen as something to get through.
You’re looking to take your selling culture to the next level. That means change.
I’ve been training for decades, and resistance to change is nothing new. No matter who works on your sales floor, several will initially fight any sales training.
What is new is that the stakes have changed for brick-and-mortar retailers.
When I started, a retailer’s only competition was down the street. Or maybe in a catalog.
Your competition is walking in the door on the customers’ smartphones.
New hires come to you already feeling that a customer’s decision to purchase an item depends solely on price. And they know that an online competitor probably has a lower price.
Your existing employees who feel everything is working just fine probably don’t know what you know about your industry – or even your financials.
But you do.
You can’t compete on price. The only way to compete is to train your employees to deliver a second-to-none experience.
That’s Why I’m The 5th Type of Trainer.
I suggest you check out my SalesRX training. It is the only interactive retail sales training with all the pros of No. 3 and No. 4 but with the one-on-one aspect of a personal trainer. It’s also available to each of your employees at their own time and their own pace; they can take the short, interactive lessons over and over until they master them.
SalesRX delivers the same information to every employee, so you all develop a common language. It is trackable in real time, so you’ll know who is learning and who isn’t. It’s certifiable, so your performance reviews can have teeth. It is interactive, meaning each learner receives customized training based on their answers along the way.
Besides that, my sales training raises sales, has a proven track record nationally and internationally, and continues to attract attention from some of the best names in retail.
Your best option would be to hire me to conduct a one-day intensive retail sales training program and follow up with SalesRX. My comprehensive Retail Sales Training Online page answers all your questions here.
In Sum
Training is a learning process. It is not a natural process.
Just like reciting lines in a play isn’t natural, like playing a team sport doesn’t just come to you, like learning how to write your name doesn’t feel right at first, it is all a learning process.
When choosing the right format for your retail sales training, be honest about the time commitment and give your employees the best experience possible.
Then, you’re sure to see improved employee attitude and retail sales.
