Secret to a Winning Sales Force

Letter from Paris Window Cadolle

“A well-trained team generates multiple sales by nurturing and developing their customers to the next level.” – Joy Menon, Merchandising Eye.

by Joy Menon, founder of MerchandisingEye.com

The holidays are the most crucial times for businesses around the world, especially in the fashion and lingerie industry. Many businesses hire sales associates or sales representatives, in efforts to increase profit and brand awareness; however, how effective are they at what they do?

Creme Bralee Josie 3

Above: Crème Bralée’s Josie.

“Sales trends and purchasing patterns change depending on location and your customer’s culture, lifestyle and needs vary as well.”

Frequently, I have entered stores where the sales floor has either been unattended or the staff has been unprepared to interact with customers about their product. I have also experienced the complete opposite: extremely pushy salespeople that intimidate with their aggressive behavior. These are just a few examples of missed opportunities that disconnect a brand from its consumer.

Below are some common misconceptions for business owners to avoid, so your team is prepared for the holiday season and the upcoming New Year.

Your brand’s name will sell itself:

As much as this holds true with many well-known brands, you are missing out on double and even triple the figures if you have mannequins as sales staff and treat your sales encounters as one hit wonders. A well-trained team generates multiple sales by nurturing and developing their customers to the next level. An effectively trained staff also prevents loss and creates a connection with consumers, encouraging repeat purchases. Even in the virtual world, someone should be educated at handling customer relationships to represent your brand when issues arise, especially in social media.

Sales training resolves everything:

It takes more than sales training to have a successful store. Product knowledge is also essential, which works hand in hand with sales training. If your team does not transmit confidence to your customer about what they are selling, they will buy from someone else. Knowing how to prevent and handle challenging encounters is key as well, to avoid misunderstanding and frustration, especially with the holiday season. Finally, an attentive, hands-on management team and support system is key to leading, strengthening and developing staff, while generating follow thru and organization.

Secret to a Winning Sales Force

Once is enough:

Training is actually an ongoing process and it’s quite similar to layering. There are always new ways of doing things and you never stop learning more ways to be even more efficient at what you already do. One main challenge small businesses encounter is innovation. The fear of stepping out of the comfort zone is so great that they think “this can’t work for me,” versus “how can I make this work for me?”
Educating yourself on various points of view can help develop your skills and provide a fresh approach.

Sales training is the same, regardless of location:

Actually, training varies, depending on industry and location. For example, a sales associate in Dubai needs to make some adjustments if selling in another country. Sales trends and purchasing patterns change depending on location and your customer’s culture, lifestyle and needs vary as well.

I hope this article has been helpful and has increased awareness for your business.

Is your current plan working for you? If not, then it’s never too late to make an adjustment that will create success. Some results are seen faster and others take time. Preparing your business for long-term, growing success is the way to go, as opposed to quick solutions that lack in quality.

What insight from this article will you implement in your business?

More Retail Advice by Joy Menon

Top Selling Tips
Impact of Virtual Aesthetics on Sales

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