Retail sales associates are a brick and mortar’s greatest asset, and the key to a successful and satisfying in-store customer experience. Therefore, enabling sales associates with the tools, resources and motivation to familiarize themselves with the products they are selling is a must if they are to effectively embrace a sense of brand loyalty when making the sale with the customer.
There are many ways to get and keep sales associates engaged with your brand and products. By incorporating any or all of these ideas into your retail training program, you can improve sales engagement, boost morale and invoke passion to advocate your brand.
Sales engagement and access to resources
It’s essential to provide retail sales associates with the content and tools they need to engage customers and close sales. High-quality resources readily available for salespeople that help them do their job more effectively is an easy yet powerful way to increase retail sales performance. According to eLearning Industry, "Employees who are well informed and have access to training materials are typically happier employees" - and a happy, well informed employee is more likely to positively engage with customers.
But it takes more than just providing retail sales associates the training and resources required to successfully sell a product, to motivate them to strive to do so consistently. Sales associate performance must also be encouraged with incentives and promoting their hands-on experience with a product.
Sales engagement and incentives
Retail sales is a motivation game, which is exactly why incentivizing associates through exclusive contests, offers and gamification works to improve sales results. The sky's the limit when it comes to ways to engage sales associates with your brand. Hosting interactive games and prizes can be easily adapted for different team sizes, sales periods, locations, employee performance, and more. Motivating by means of rewarding store reps through retail sales contests, leaderboard competitions, and sponsored parties or awards keeps things fun, and is arguably the greatest motivator in the sales game.
Sales engagement and employee purchase programs
Offering retail sales associates an employee purchase program is another great way to convey appreciation and make sales reps feel valued, which will result in their increased sales effort. In addition, one of the best ways to learn about a product is to use it first hand. Making it easy for salespeople to access products through employee purchase programs will turn them into knowledgeable brand advocates. Before you know it, pushing your product to customers will be their second nature.
Sales engagement and in-store events
Brand reps can also help engage retail salespeople by encouraging in-store events. Having brand advocates in the store directly correlates to an increase in sales. Most in-store customers have already done at least some research, but a brand champion who can provide a firsthand or anecdotal perspective can really bring a product to life. The ability to share the benefits with customers that go beyond price or features is meaningful engagement and a key sales driver.
Engaging retail sales associates through resources, tools, incentives, contests, employee purchase programs, and events will lay the groundwork for in-store brand advocates. When salespeople have a deep familiarity with your product, they are more likely to sell it. Rewarding store reps will give your brand a competitive advantage and drive in-store retail sales.
Retail's comeback in 2021
Retail is making a major comeback as the world quickly gets back on track. At SellPro, we have created a the ultimate fast-track, omnichannel solution to get your brand and products on the top of every retail sales associate's mind as they are getting back to work.
To see how SellPro can help support your brand advocacy and retail training efforts, request a free demo now.
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