One of the most important roles a Store Manager plays in the game of retail is the role of the sales coach. 

So if this is such an important role, why is it that so many Store Managers don't coach their sales staff?  From my experience, the main reason is because they don't know how to coach.

I'm offering 5 easy coaching tips to encourage all the retail store managers out there to step up and be the BEST sales coach that you can be in 2015!

1. Make the time

Carve out the time for 5 minute, one-on-one coaching sessions with your staff every week.  This is easy to do and it doesn't have to be a big formal affair!  Schedule the time and post it on your backroom sales board and don't cancel/postpone these meetings.  Make them a priority.

2. Know how they’re performing

If you don't know how your staff is doing, how can you coach them to do better?  Be prepared for your coaching session.  Know how the store performed last week and know how your staff performed in comparison to the store.  Have a 2-way discussion on how to improve in your meeting and agree on some personal goals to getting there!

3. Be out there on the floor

If you are spending most of your week behind the scenes, change that now!  A great retail coach (i.e. Store Manager) is out on the floor amongst the sales staff and customers.  A great retail coach is observant and always offers quick and on-the-spot coaching moments in between customers.  A great retail coach is leading by example while out on the floor.  There's lots to do on the floor, so get out there!

4. Use your resources

Most great retailers have an on-going sales training system in place so use it!  Coaching is critical to building a sustained sales culture in your store.  As the coach, lean on the tools inside your training system.  Print off selling concepts and tips and post on your sales board.  Take a page from a different selling topic each week and focus on one technique with your staff.  Use all of the training components that your Head Office offers.

(If you don’t have a great sales training program, now is the time to give us a call to learn about our online sales training system, Graff Retail TV / 905-842-1275 or This email address is being protected from spambots. You need JavaScript enabled to view it.)

5. Motivate and Make it Fun

Don't forget the fun factor when it comes to staff development. Create some friendly competition by running some sales contests, celebrate successes and always reward with the proper recognition. 

If you want to become a great sales coach (and grow sales in your store), take these tips to heart. 

Start now and stick to it.  By the end of 2015, you will have transformed yourself into an actual sales coach and your staff into much better sellers!  

Mary Gordon and Kim McCutcheon have been supporting retail front lines for as long as they can remember. A dynamic duo, Mary and Kim understand what it takes to make training work at store level and know how to inspire, coach and support retail teams in all of their training endeavours.

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