Retail Observer

RETAILOBSERVER.COM AUGUST 2019 52 T he dynamics of today's retail landscape are forcing most observers to agree that the only constant is change – change at every level of our businesses. While the leading retailers are implementing proactive strategies to stay ahead of the competition, industry observers agree that the best path to winning by adapting to change must include a blend of new thinking and older, tried-and-true practices. The experts are saying that a blend of old and new thinking is particularly critical for retail store managers and their sales teams. Mike Petersen, PhD, co-founder of North Logan, Utah-based The Furniture Training Company, says, "When we help train sales managers, we teach them that the three main functions of the job have not changed. Specifically, those functions are: assembling a sales team, training the team, and managing the team." But in today's increasingly complex landscape, what has changed, says Petersen, is the need for more sophisticated tools, research, and support to prepare retail sales managers for success. Peterson says, "This is critical. Nothing happens until something is sold, and with the sales manager being responsible for sales, he or she and the sales team are truly the most important players in the game." Petersen believes that to prevail in today's market, retailers need software that lets them track all aspects of their sales, plus a system that allows the business to train, coach and remedy areas that need special attention. He believes the best way to train retail staff is by teaching and demonstrating procedures, processes and practices online. "That way, we can provide consistent demonstrations, explan- ations and practices. Training on the computer means the lessons are always perfect and always consistent." The Furniture Training Company offers training that touches every area of retail sales, from selling skills, furniture product knowledge, and room design, to customer service, mattress sales, retail management essentials and everything in between. While many of the fundamental skills are tried-and-true staples, Petersen stresses that the changing dynamics of the retail landscape, and the fact that today's consumer is better informed than ever, make training even more essential for today's retail store manager and sales team. "Make no mistake – today's consumers are better informed. They've done much of their preliminary shopping online, and the fact that they are in the store usually means they are ready to buy." However, research shows that if the customer experience isn't good, the retailer is not likely to get a second chance. As Petersen noted, "Seventy-nine percent of consumers say they want personalized service, and sixty-three percent said they are not likely to come back to the store if they have a bad experience." The dynamic has only been heightened by the advent of the Internet, says Keith Koenig, CEO of Tamarac, Florida-based City Furniture, one of the country's top home furnishings retailers. "What online shopping means for us is that we've dramatically upped our game in the area of customer engagement, where it's always been strong." Koenig continued, "Years ago, before the digital revolution, people had to come into the showroom to learn what furniture and options were available to them. Now they shop online before coming into the store, which means they've already narrowed their selection not only of what to buy, but where to buy it." Despite, or perhaps because of the new online paradigm, says Koenig, "It's still the general manager's responsibility to make sure he or she has the best possible team of highly trained, highly motivated salespeople to engage with every customer. Because the reality is that while there is less foot traffic into the store, every customer that does walk in is better educated and more likely to buy on the spot if he or she gets the right assistance." Koenig's company, which has a longstanding reputation for strong leadership at all levels, has made what he calls "massive Mike Allen Furniture Trends WHY YOUR SALES MANAGER AND HIS TEAM NEED YOUR SUPPORT MORE THAN EVER

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