Findings from M.I.T. support this idea. Retail companies investing more in sales training programs achieve greater profits than competitors. Unfortunately, many are cutting costs in retail selling skills training. Some retail stores have gone even further. They have chosen to fire experienced sales professionals who command higher pay.
This strategy is a losing proposition. Replacing sales staff with a less knowledgeable group leaves customers unserved. It also ignores the fact that “It’s the same customer that’s buying online that’s buying in store,” as the Director of Deloitte Consulting remarked.
Retail sales training programs show professionals how to deliver a better customer service experience. Often, customers are in a store because they seek solutions from a professional. Therefore, the professional must be prepared to serve customers by first understanding their needs. Doing so requires a consultative approach.