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Sales skills training
Developing
your people
Did you know that the best way to approach male
customers is face to face, standing directly opposite
them? However, this would intimidate most of your female
customers who prefer to stand at a 45% angle to the
salesperson. If you or your staff are not aware of these
facts you would benefit from the sales skills training
conducted by retra and delivered by George Morton.
Anna Ryland reports.
The most important asset of any by George Morton of Top Level Solutions
business are its employees. It is also the consultancy (see box on page 39).
one most difficult to manage and retain.
Their loyalty (‘longevity’) to a great extent More important than ever
depends on their professional satisfaction – Sales skills – cornerstone of first class and met,” says Mike Floodgate, retra
their ability to do their job well. In retail, this customer service – are of key importance to support and development executive.
is mostly down to their sales skills which, independent electrical retailers who now The evening training session, which I
although they can be mastered through need to be more competitive than ever – ‘tested’, took place on a pitch-black
years of practice, can also be taught and and not through discounting. Sales skills November night in Oxfordshire. It was
learnt – as with any other discipline. “give independents the opportunity to attended by 22 retailers from local
Recognising the needs of the industry convince the consumer that their independent electrical companies,
and responding to one of its great knowledge makes them the best choice. including staff from Overture, Corbetts,
challenges – high staff turnover – retra Retail training provides them with a way of Astley Audio, O’Gormans and
has launched a series of sales skills developing the relationship with the Hutchinsons. The youngest participant
training sessions for its members. Titled consumer, and ensuring that any questions was 15 years old, the oldest was in his
‘Heading for the Future’ they are delivered and needs they may have are answered late 50s. Some of them know George
from previous training sessions, others
came to the Oxfordshire Inn Hotel on
retra’s recommendation.
Learning ‘people skills’
George says that he coaches retailers in
‘people skills’. “I teach them how to deal
with customers and colleagues correctly.
People skills are vital in life, as well as
business. Sales people who are good at
this will generally be successful. In my
experience, manufacturers mainly deliver
product training, which is hugely beneficial
to everyone. Add the people skills,
George Morton
however, and things really begin to
happen.”
38 TheIndependentElectricalRetailer January 2010
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