Effective Retail Sales Skills

"Deliver a first rate customer experience, build loyalty & increase sales"

Overall Aim:

The aim of this workshop is to help sales staff to build confidence and deliver a “first rate” customer experience, in order to increase sales in a retail environment.  Participants will learn the necessary skills to understand what motivates people to buy and become more effective in their ability to influence and communicate with customers, to ultimately understand and exceed expectations, build relations and increase sales. 

Who Should Attend:

A practical and interactive one-day workshop, the course is designed for all front line sales staff in retail, showroom or front office sales. 


After completing the workshop, each participant will be able to:

  • Present a professional image and create the right impression even under pressure
  • Create a powerful presence and portray the right attitude when approaching customers
  • Deal with large groups of people calmly and professionally using effective eye contact
  • Learn to understand the importance of body language when communicating with customers
  • Get on the customers side and make the connection
  • Introduce themselves to customers with confidence and develop great rapport
  • Really listen to customers and pre-empt customers’ needs through skilful questioning
  • Talk to customers in their own language using the right tone of voice 
  • Guide the customer effectively through each stage of the sales cycle
  • Show discretion and tactfulness, when helping customers make the right decision
  • Create opportunities to up-sell and cross-sell effectively
  • Build a case, handle objections effectively and qualify the price
  • Learn to recognise buying signals and know when to ask for the order
  • Build trust and provide a more personalised service generating happy and loyal customers

Workshop Content:

  • Top frustrations of a shopper and what motivates people to buy
  • The importance of first impressions for influencing a customer
  • Portray a powerful presence and the right attitude in the essential “meet and greet”
  • Deal with large numbers of people confidently using effective eye contact
  • Understand the power of body language and assertive behaviour in communication
  • Essential and active listening skills
  • Show empathy, use humour appropriately and build great rapport
  • The art of using skilful questions to steer a conversation whilst qualifying leads
  • Understand the customer’s needs - ask the right questions to meet expectations
  • Tone of voice – it’s not what we say, it’s how we say it
  • Talk in the customer’s language, use features and benefits to prove your product/service
  • Create and deliver the perfect sales pitch - get on the customers side & make a connection
  • Help customers make the right decision using discretion and tactfulness
  • Know when and how to up-sell and cross-sell effectively
  • Handle objections fairly, qualify the price and deal with rejection
  • How to avoid overselling, recognise verbal buying signals and ask for the order

Training method

The training takes the form of a one-day workshop, with group discussions, exercises, case studies & feedback based on individual/group needs.  Each learner receives a workshop manual.

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