Make More Sales & Delight Your Customers By
Receiving A Thorough Grounding In All Of The
Main Essential Skills & Strategies Of Retail

Course Overview

This course is designed to provide you with the essential retail techniques and sales strategies to provide excellent levels of customer service and at the same time make more sales. It’s a “sales through service” approach.

The course is CPD Certified and by taking a short multiple choice assessment back at work you can receive the “Retail Sales & Service Professional” certificate.

CPD Certification is the industry recognised benchmark for high quality training programmes. Supported by their quality assurance system, endorsement confirms that our training programme is professionally designed and delivered to exacting standards.

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Who Takes This Course?
  • Existing retail assistants and retail executives
  • People who have had no formal training on the subject before
  • People who are not in work at the moment and want to gain a retail accreditation to help them obtain work
  • New staff as part of their induction programme
What Will You Gain From The Course?
  • Understand the key skills needed to be a success in retail
  • Learn the delicate balance between sales and service
  • How to use your product knowledge to “wow” your customers
  • Appreciate the importance of store presentation and merchandising – it can cost you sales!
  • Learn how to present yourself in the right way to make a lasting impression
  • How to use your body language and tonality to influence your customers
  • Appreciate health and safety factors that impact on your performance
  • Understand your customers mind-set as they enter your store
  • How to approach your customers in the right way without making them defensive
  • Learn how to unearth the needs and wants from your customers
  • Offer the right solution for your customer
  • Learn how to position your products and services based on customer needs
  • Create interest with features and benefits of your products and services
  • Learn how to overcome resistance, procrastination and objectives
  • Learn how to ask for the sale in the right way with no “hard sell”
  • Learn how to identify upsell and cross sell opportunities and how to offer them to your customers
  • Create a memorable experience at the point of sale and checking for completeness
  • How to handle phone calls, emails and internet sales in the right way
  • Understand how to handle difficult customers and complaints
Course Content
Session 1
The Key To Improving Retail Sales

The road to sales success starts with the core foundational elements that need to be mastered. This session explains the skills you must possess to succeed in retail sales – and how to go about acquiring them.

Topics covered include:

  • How a simple change in the way you think can supercharge your sales results
  • How to determine exactly what your customers want from you
  • The two attributes that virtually guarantee sales success
  • And much more…
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Session 2
The Balance Between Sales & Service

The concepts of sales and service are inextricably linked and this session explains how using a service mindset will help you sell more.

A lot more!

But to provide great service, you have to fully understand what is most important to your customers.

This session demonstrates how to get into the minds of your customers and give them the best buying experience of their lives.

Topics covered include:

  • The factors that directly influence your customers buying decision
  • Why honesty is more than just “the best policy”
  • Exactly how to become a sales person customers look forward to dealing with
  • And a whole lot more…
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Session 3
Product Knowledge

If you want to succeed in sales you better be an expert in what you sell.

But what do you need to know to be considered an “expert,” and how exactly do you acquire the knowledge?

This session explains how to become the “go to” person everyone wants to speak with and how to leverage this expertise to sell more.

Topics covered include:

  • How to evaluate your current level of product knowledge
  • The exact steps to go from where you are now to becoming a product Master
  • How to identify what your customers really want from your products
  • And much more…
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Session 4
Store Presentation & Merchandising

Does the design and layout of your store make it easier to sell… or harder?

How can you even be sure?

It’s up to us as retail sales professionals to create an environment that makes it easy and enjoyable for customers to shop. This session shows you exactly how to do this.

Some of the areas covered include:

  • The 3 things you must get “Right” about your store to increase sales
  • The best way to encourage customers to enter your store
  • The 3 things customers despise and must never be allowed in your store
  • And a lot more…
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Session 5
Personal Presentation & Hygiene

Whether we like it or not, customers do judge us.

And our physical appearance and the manner in which we approach customers determines whether we even get the chance to make a sale.

In this session we explain how to make the most favourable impression on customers – and reap the benefits.

Topics covered include:

  • One small thing you can do that makes a BIG difference
  • How to determine the perfect way to dress
  • The one thing you NEVER want to do at work
  • And a whole lot more…
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Session 6
Behaviour & Body Language

People judge us primarily on what they see… Not what we say!

This is an essential concept that you must understand to have success in retail sales.

After completing this session you will understand how to use non-verbal communication to establish positive relationships with your customers – and make more sales.

You will learn:

  • Why “ALIGNMENT” is the most powerful concept when communicating
  • The subtle body movements that make all the difference
  • How to “read” your customers mind by observing their body language
  • And much more…
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Session 7
Health & Safety

Are you safe at work?

Every year people are needlessly injured, and even killed, in retail locations. Most of these injuries could have been prevented through adequate preparation.

This session shares the best practices for establishing and maintaining a healthy and safe environment for you and your customers.

You will learn:

  • Why a safer environment is good for business
  • How to determine what needs to be done to make your environment safe
  • What to do if a robbery occurs
  • And much more…
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Session 8
Understand Your Competitors

How do you stack up against your competition?

Whether they ask you this question or not, your customers are wondering…

And you need to know the answer!

After completing this session you will fully understand where you fit in the marketplace and how to distinguish yourself from your competitors.

Topics covered include:

  • Why “Competition” isn’t limited to other stores
  • How to find out everything you need to know about your competitors
  • Exactly what to say when a customer asks about a competitor
  • And much more…
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Session 9
Meets & Greets – Approaching Customers

You don’t get a second chance to make a first impression.

You’ve probably heard that phrase, and it is certainly true in the world of retail sales.

The impression you give when you first interact with your customer will most likely determine whether or not you make a sale. In this critical session you will learn the best ways to approach customers as well as the behaviours you need to avoid.

Some of the information covered includes:

  • What the first eye contact with your customer is telling you
  • How to appear polite and respectful without saying a word
  • What you must avoid doing at all costs
  • And much more…
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Session 10
Discovery – Unearthing Needs

Do you know your customers problems?

Can you solve them?

When you can answer yes to these questions, sales becomes very easy.

This session takes an in-depth look at how to best uncover the real needs of your customer, and position your product as the answer to their problems.

You will learn:

  • How to quickly determine the customers level of urgency
  • How asking the right question gets you the right answer
  • How and when to use silence to uncover needs
  • And much more…
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Session 11
Offering The Solution

Successful sales professionals identify a problem and provide the solution.

It’s that simple.

The best way to accomplish this on a consistent basis is to utilise a system that guides you through the proper steps at the appropriate time.

In this session we walk you through the entire process from initial needs analysis to closing the sale – and everything in between.

You will learn:

  • The perfect time to start a conversation
  • How to ask the right question at each stage of the conversation
  • Why objections are nothing to fear
  • And a whole lot more…
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Session 12
Creating Interest With Features & Benefits

Do you understand the difference between features and benefits?

You better.

Features play a role in the sales process, but Benefits produce sales.

In this session we delve into the differences between features and benefits, and look at exactly how the strategic use of both helps you position your product as the best solution for your customers.

You will learn:

  • Why WIIFM are the 5 most important letters in sales
  • The Power of Emotivators
  • The best way to eliminate indecision
  • And much more…
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Session 13
Detecting & Overcoming Stalls To The Buying Process

Do you love objections?

The answer is likely… NO.

Most new salespeople hate objections, but the most successful sales professionals understand that objections are a normal part of the sales process and need not be feared.

In this session we take a close look at why objections are nothing to worry about and learn strategies to address and overcome virtually any objection.

Topics covered include:

  • The single most important attribute when dealing with objections
  • How to immediately disarm the customer after an objection
  • How to distinguish between real and “fake” objections
  • And much more…
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Session 14
Closing The Sale

Does the thought of “closing” make you physically ill?

That’s not an unusual reaction for new sales people.

But we’re here to tell you…

There is nothing to be nervous about when closing.

And in our session on closing the sale we prove it.

You will learn:

  • Why closing isn’t what you think
  • How choosing the right words excites your customers
  • How your customers actions tell you when they are ready to buy
  • And much more…
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Session 15
Additional Selling Techniques

You’re leaving money on the table.

Have you ever heard that expression?

In sales it happens all the time when sales people fail to recognise opportunities to make higher value and/or additional sales.

In this session we show you how to recognise and take advantage of these lucrative opportunities.

Topics covered include:

  • The anatomy of cross-sells and up-sells
  • Why you are doing the customer a disservice by not offering these
  • The biggest hurdle you must overcome to add value to your sales
  • And much more…
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Session 16
Point Of Sale

Perhaps the most overlooked part of the sales process is…

At the checkout.

The point in the sale when the customer hands over their money provides a great opportunity to enhance their shopping experience and, in some cases, increase the total sale.

In this session we demonstrate exactly what you should be doing at this final, but critical part of the sale.

You will learn:

  • How to prevent buyer’s remorse
  • The one question to ask that will result in additional sales
  • Why a supportive team environment is good for business
  • And much more…
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Session 17
Phone Calls, Email & Internet Sales

Does technology support your sales efforts?

It can… and it should.

In this session we look at the best ways that technology can be used to help you sell and service both existing customers and new prospects.

You will learn:

  • The biggest difference between outbound and inbound calls
  • The potential dangers of email
  • How internet sales can help you sell more in the store
  • And much more…
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Session 18
Handling Complaints

A complaining customer is a great opportunity…

When a customer complains they are dissatisfied with something. If they didn’t complain and just left the store you would never know they were dissatisfied and would likely never see them again.

But they did you the favour of expressing their dissatisfaction.

The rest is up to you.

In this session we will show you the skills and strategies you need to handle any complaint you will encounter in the retail sales environment.

You will learn:

  • Why you should apologise – even if you’re not “wrong”
  • Why resolving a complaint has “real” value
  • What you should, and should not, promise to a customer
  • And much more…
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