The Most Important Person You Forgot In Your Retail Sales Training

By Bob Phibbs

retail sales training

Have you ever gone to a store and purchased paint, only to discover when you get home that you have no brush?

That’s kind of what it’s like with many retailers’ training programs...

They may have had an outside company (like me) develop their material, or they may have spent hours, weeks and months developing their own program...

But when it comes to the actual retail sales training, they forget their most important person, their Learning Manager, the one who will actually assign and monitor their training.

Unless someone is dedicated to taking the materials and consciously, religiously assigning them and checking up weekly to make sure learners are completing the training, your retail training program will fail.

It’s not enough for the C-level executive or owner to be willing to pay the money to create a training program; they know the value in it. They need a partner, probably an Analytical personality style, who will monitor and carry out the learning.

This person doesn’t have to be your Training Manager, though they could be.

Your Learning Manager must be told why, at the outset, you have developed or purchased a training program.

They must understand what your retail business has to lose if sales don’t go up, the reality of online predators vying for your dollars, and most importantly, the risk of cutting employees or their hours.

Your Learning Manager must be able to speak to these things easily and from the heart.

They must be able to come up with a timetable that keeps the training measured until new behaviors can be demonstrated.

They must be able to tell the difference between those who pretend and those who really get it.

In short, they must be able to get the paint from the can to the wall.

Your Learning Manager Must Be Able To:

  • Map out a training plan for full-time as well as part-time employees.
  • Assess and identify skills or knowledge gaps that need to be addressed.
  • Motivate employees to begin and continue the step-by-step training process.
  • Connect the dots between individual learner’s progress and their key performance metrics.
  • Maintain a log of who has become certified on the training and who has not.

If that’s you, boss, congratulations!

If it’s not, then identify your Learning Manager, someone who can manage your training program so your employees can create an exceptional experience for all of your customers...

An experience they will tell their friends about over and over again.

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