In a word, ‘associates.’  Or in two words, ‘skilled associates.’ Research shows that when customers come into a store to purchase something they are more than 2 times likely to buy a second or third item.  Typically that happens when there’s a knowledgeable associate who can read the cues and add value by explaining the benefits of making the decision to add to their purchase now.

In this shopping environment customers come into stores even more prepared.  They have checked their options on the web, compared competitors, and made their decision to get out of their house and go to your store.  While good lighting, clear signage, and arrresting visuals help, it’s the associates who are able to make the difference.

With over 30 years of designing and teaching retail sales training we have a few ideas.  How do you continue to strengthen your associates’ abilities to serve the customer and drive sales? Tweet us @mohrretail.


About Michael Patrick

Michael held positions in retail management, merchandising, and human resources before joining MOHR Retail’s predecessor in 1986. In 1990 he purchased the retail division of that firm to form today’s MOHR Retail. Michael holds true to his retail roots by delivering learning that changes behavior—providing both immediate and lasting business impact. In addition to facilitating MOHR Retail training programs, he offers executive-level coaching in one-on-one sessions dealing with critical strategic issues such as succession strategies and executive team development. The author of “The New Negotiation Mindset: Guarantee A Bigger Slice,” Michael is a longstanding member of NRF as well as ISA: The Association of Learning Providers. He has a B.A. from San Diego State University, completed Master’s level work at Arizona State University, and lives with his family in New Jersey.