Playback - Winter 2009 - (Page 16)

RETAIL Formalize Your Training to Increase Sales GEORGE HINES PRESIDENT, GEORGE’S MUSIC, INC. MAxIMIzING YOUR SALES CAN BEST BE ACHIEVED IF YOUR COMPANY HAS A SALES TRAINING PROCESS THAT’S CLEARLY DEFINED, ExECUTED AND MEASURED. At the 2009 NAMM Show in Anaheim, you’ll have the opportunity to attend a special block of NAMM University sessions focusing on the benefits of creating a formalized sales training system for your business. Here are five ideas to hlep you get started in developing your sales training process. These ideas can help increase your store’s effectiveness and give you the edge during these very competitive times. Join George and other successful retailers as they present NAMM’s first full sales course at the NAMM Show on Saturday, January 17, from 1 p.m. to 4 p.m. in the NAMM Idea Center (Booth #5501). Take one half-hour session or take them all. 1. Determine Your Unique Selling Proposition (USP) You can begin this process by answering the following question: Why should people buy from your store versus your competitors’? You may need to ask some of your best customers this question. This is the most important step. Go beyond the obvious issues like price—you’re looking for things that are important to your customers, one of which you can actually “own.” What are the odds that you can totally own price? 2. Communicate Your USP Look for ways to communicate those attributes to your customers. Make sure everyone in the company is aware of those elements that give your business the edge in dealing with a competitive marketplace and understands the value of these attributes. 3. Establish a Sales Training System Include a clearly defined focus on basic sales techniques and your Unique Selling Proposition. A company with a clearly defined selling system will outperform one that has no such system in place. The issue here is to create a consistent standard of excellence in sales and customer service. 4. Measure Your Results Use the list of standards from your sales training system and create a way of accurately measuring your company’s effectiveness at delivering these items. One way is to hire a mystery shopper to visit your store and report back their findings. Another would be to create a self-audit sheet and have your associates measure their performances after each sale is completed or each customer has left. 5. Combine Your USP and Sales Training Process This can be accomplished through constant reinforcement and education of the sales force. People want to do a great job. It’s up to us to give them clear direction through a solid, measurable sales training system designed to win the hearts, minds and loyalty of our customers! 16 PLAYback

Table of Contents Feed for the Digital Edition of Playback - Winter 2009

Playback - Winter 2009 Contents From the President NAMM Events Music in the News A New Year... a New Look at Technology Commercial Retail Reps in the Field Washington Watch International New Domestic Members NAMM Foundation Music Notes Resources Viewpoint

Playback - Winter 2009

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