If you’ve ever walked into a store and felt immediately at ease, it’s likely due to the exceptional work of a sales associate. These are the folks who genuinely make shopping not just a transaction, but an enjoyable experience. They can make or break a customer’s relationship with a brand. In the retail landscape, they are — quite frankly — the backbone of the industry. 

The power of an engaged sales associate is immense. A recent study from the Retail Industry Leaders Association indicated that engaged employees can boost sales by up to 20%. That’s a hefty increase, no joke, and not something any retailer would want to shrug off. 

Now, the million-dollar question: What traits should a great sales associate possess? The answer, though deceptively simple, has significant ramifications. So, let’s dive into the three key traits of an exceptional sales associate. 

 1. Brand Affinity: Fall in Love with the Brand 

The best sales associates are, first and foremost, brand enthusiasts. They love the brand they represent. It’s a romance, not a fling—deep-rooted and passionate, not superficial or fleeting. Sales associates who love their brands radiate authenticity that customers can pick up on. It’s like a magnetic field—pulling customers in, making them feel connected, and ultimately leading to increased sales.  

Think about it this way, when was the last time you were sold a product by someone who didn’t genuinely love it themselves? Right, I can’t recall either. It’s a rarity, if not an impossibility.  

There’s a secret sauce to fostering this brand love. It involves instilling a sense of ownership in sales associates. When they feel like they’re a part of the brand story, they naturally want to share that story with customers. And that’s when magic happens. 

2. Ongoing Engagement: It’s a Journey, not a Destination 

Engagement is the lifeblood of an exceptional sales associate. Now, when I say ‘engagement’, I don’t just mean that they show up to work on time and do their jobs. I’m talking about engagement on a deeper level — engagement with the brand, with their training, with their team, and most importantly, with their customers. 

Engagement can’t be achieved overnight, though. It’s not a box that can be ticked off. It’s a journey, a continuous process of development and learning. Training, when done right, is one of the most potent tools to foster this engagement. The operative phrase here being ‘done right’. 

 A study from Interact Software found that 40% of employees with poor training will leave the company within the first year. On the flip side, companies that invest in comprehensive training programs have 218% higher income per employee. Now, those are numbers that you can’t afford to ignore.  

3. Leverage Technology: Unleash the Power of LMS 

We’re living in the digital age, and our methods of training and engagement should reflect that. Learning Management Systems (LMS) can be a game-changer when it comes to training sales associates.  

These digital platforms make training interactive, accessible, and dare I say, fun. They offer a custom-tailored learning experience that can help sales associates get a deeper understanding of their roles and the brand. Plus, they make tracking progress and identifying areas for improvement a piece of cake. 

An IBM study revealed that companies who utilize an LMS for training have seen a 10% increase in productivity. What’s more, for each dollar invested in online training, companies have gained $30 in productivity. Those numbers are no laughing matter. 

Building Exceptional Sales Associates: One Step at a Time 

Fostering exceptional sales associates is not a quick fix or a one-off event. It’s a commitment to continuous growth, both on an individual and organizational level. By focusing on building brand affinity, maintaining ongoing engagement, and leveraging the power of LMS, you can create a team of sales associates who are not only good at their jobs but are also passionate advocates for your brand. 

A single sales associate can impact hundreds, if not thousands, of customers. Multiply that by the number of sales associates in your retail network, and you’ve got a formula for customer satisfaction and increased sales. 

Let’s remember, when it comes to retail, it’s people that make the difference. The products, the branding, the store layout — all these elements have their role. But at the end of the day, it’s the sales associates who bridge the gap between the brand and the customer. They are the ones who turn customers into loyalists, transactions into relationships. 

So, invest in your sales associates. Build their love for your brand, engage them in their training, and leverage technology to make their journey more enjoyable. In return, they’ll be the champions of your brand, engaging customers, boosting sales, and ultimately driving the success of your retail enterprise. 

Remember — investing in your sales associates is not just good business; it’s the best business.