Utilizing Blended Training
Techniques for Retailers

The
Retailer’s
Problem

It is a reality of the retail business…
The marketplace constantly evolves and changes.
• In the 80’s the shopping mall created challenges for local
retailers.
• In the 90’s it was the growth of the large discount retailers that
created difficulties for traditional downtowns and department
stores.
• In the first decade of the 21st century big-box category killers were
the hot ticket
• And now it is the growth of on-line retailing and the “show
rooming” phenomena that is putting competitive pressure on
retailers’ revenues, margins and expenses.
It has always been a fact of retail life that what worked yesterday
may not work today. But for specialty retailers there has always
been one thing that has allowed them to not only survive, but to
prosper.

“Our employees are our
most important asset
and the ones who
provide the world-class
service our customers
deserve.” – Apple

Retail consultants will tell you that there are a number of factors
that impact the ability to run a successful retail enterprise. These
include location, product assortment, pricing strategy, inventory
management, expense control, managing cash flow, visual imaging,
marketing activity and more
Many of most successful retailers acknowledge that the thing that
helps them to differentiate themselves from the competition is their
people. Think about it, your employees touch virtually every other
asset that you own including your inventory, your cash and most
critically…your customers.
Since your team members are so important to the success of your
business, it make sense that you invest in their growth and
development. In fact, some of the most admired retailers in the
United States The Container Store, Wegman’s and Apple have
acknowledged that their investment in their people has been a
critical component for their success.

Investing in People

Sales employees that
received at least 5
days of formal
training were
responsible for
bringing in nearly 80
percent more
revenue.

The benefits of investing in training the workforce are numerous and
they include:
Increased Revenue – Because they have better product knowledge
and selling skills team members are significantly more productive!
Improved Customer Loyalty – Trained employees are more effective
at selling the right product at the right time to your customers!
Higher Gross Margin – Competent sales representatives are able to
not only increase conversion rates, but also increase the sale of
profitable add-ons!
Lower Payroll Expense – Because they are so much more
productive, trained associates are able to create more revenue for less
expenditure of payroll dollars!
Less Employee Turnover – Industry estimates indicate that every
time a retailer loses an employee it costs over $10,000. Trained team
members are more loyal and that is good for the bottom-line!

Benefits of Training

Training
is
Difficult

Many retailers will tell you that they do train their employees, but
when pressed, they will tell you that the training is done in an
informal manner.
On-the-Job training should be a big part of any retail training
program, but formal training is usually the differentiator between
average and high performing retailers.
So why don’t more retailers invest in quality training? The answer
often comes down to a combination of factors such as:
• Too Many People
• Too Many Locations
• Too Little Time
• Tight Budgets
• Poor ROI from Prior Formal Training
The truth is that training is not difficult. But delivering effective
training is. As a result, many retailers effectively leave their training
to chance.!

Poor results can be
attributed to: the use
on outmoded
methods. Poor training
rhythm, a lack of
follow-up or
abandoning training
altogether.

Most retailers have left the training of their sales representatives to
chance. This is because they primarily rely on new employees to
learn from their mistakes.
In some cases they might rely on representatives from their vendors
to help team members learn about products.
If results take a turn for the worse they might call a last minute sales
meeting or even engage a professional trainer for a one-time “quick
fix.”
The problem with quick fixes is that they do not provide long-term
results. In today’s competitive marketplace, retailers need to
considers the benefits of using professionally designed training as
part of an ongoing training rhythm. It is just a better way…

Traditional Approaches
Don’t Work

In Order to Get the
Best Results
“Learning needs to
be continuous, and
it needs to be
everywhere.”

Top performing retailers are a mix of training methods that get their
training messages delivered more effectively and efficiently than ever
before. These include:
Retail E-learning Courses – Professionally written courses that are
delivered via the Internet. They are available 24×7 and can be
completed between customers or on breaks
In-Store Materials – Because some people learn by reading and
doing professional training companies provide in-store materials that
help team members learn about your products and processes
On-going Meetings and Classes – Instead of having a meeting to
solve a crisis, use an on-going rhythm of meetings to reinforce goals
and behavior

The Right Tools Make
All the Difference

Delivering Quality
Training for Less
Than $100 per
Employee per year!

The use of e-learning is the key. The benefits of these specially
designed courses include:
• Available 24 x 7 – Because it is delivered over the web the
training can be take virtually anywhere and at anytime
• Faster Learning – Content that would typically require 40 hours
of classroom training can be covered in 25 hours with e-learning
• Consistent Instruction – All students receive the same high
quality content delivered the same way every time.
• Better Retention – Studies show students who learn via elearning retain 40% more information!

Using Professionally
Designed Courses

E-learning saves
time, saves
money and
improves
accountability

Other benefits of computer-based training include:
• Improved Tracking – Detailed reporting allows the user to
identify opportunities for improvement or performance
management.
• Simplified Training Management – Students can self-register
for courses or students can be enrolled at your direction.
• Save Time and Money – No need to coordinate conflicting
schedules. No need to pay for student travel. No need to pay
rent for a classroom. No need to pay for printing costs!
• Environmentally Sustainable – Each e-learning student
reduces their carbon footprint by as much as 85% compared to
classroom instruction

Better Results for
Less Money

Professionally
designed and
delivered
training on
dozens of topics

Retail training companies like Retail Training Services offer online
courses for virtually every need and level of employee. This
includes:
• New Employee Orientation – Basic retail skills including selling,
customer service, handling difficult customers, loss prevention
and visual imaging
• Retail Sales Training – A detailed review of the 7 steps of the
“Top-Check” Selling System with additional training on up-selling,
cross-selling and selling attachments
• Management Training – Courses include how to recruit, hire and
train employees; time management: sales and performance
management and more!

Retail training companies like Retail Training Services offer online
courses for virtually every need and level of employee. This
includes:
• New Employee Orientation – Basic retail skills including selling,
customer service, handling difficult customers, loss prevention
and visual imaging
• Retail Sales Training – A detailed review of the 7 steps of the
“Top-Check” Selling System with additional training on up-selling,
cross-selling and selling attachments
• Management Training – Courses include how to recruit, hire and
train employees; time management: sales and performance
management and more!

Retail Courses for
Every Need

Don’t Rely on
E-learning Alone…
A Consistent
Message is
Critical!

E-Learning lays the foundation for your team members’ success.
But the best retailers use other training methods to reinforce and build
on that base. This include using:
• In-Store Meetings – For goal setting and product training
• Webinars/Teleconferences – Create team focus on specific areas
• Formal classroom instruction – That drives critical messages
home with practice and skill building
• Printed Materials and Reference Kits – That help managers and
sales reps stay on track
• Outside Speakers – For Energizing your sales team by giving them
a fresh perspective

Building Your Training
Rhythm

Free One-Hour
Consultation

Are you looking for new ways to:
• Increase sales volume?
• Improve conversion rates?
• Drive gross profit?
• Improve the quality of your people?
• Reduce employee turnover?
• Reduce expenses?
• Improve cash flow?
Let Retail Training Services Help! Contact us for a
free one-hour consultation where we will help you
uncover ways to improve your business results
through training and better store operations!

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