Step by-step guide to new hire training of retail associates


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This guide has been put together after we helped implement the new hire training programs of few of world’s leading retailers
It provides an actionable plan for creating an effective new hire training program for retail associates. If you already have an existing new hire training program in place, this is an opportunity to compare it with our recommended plan

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Step by-step guide to new hire training of retail associates

  1. 1. ©MindTickleInc.2013 Share This Document The 10 Step Guide to New Hire Training of Retail Associates
  2. 2. ©MindTickleInc.2013 Share This Document Why should you read further?  This guide has been put together after we helped implement the new hire training programs of few of world’s leading retailers  It provides an actionable plan for creating an effective new hire training program for retail associates  If you already have an existing new hire training program in place, this is an opportunity to compare it with our recommended plan 2
  3. 3. ©MindTickleInc.2013 Share This Document Foreword: Benefits of an effective new hire training program Chapter 1: Alignment with business goals Step 1: The company brand Step 2: Vision, mission and values Step 3: Roles and Responsibilities Chapter 2: Basics of Sales & Customer Service Step 4: Product knowledge Step 5: Customer profile Step 6: Customer service and selling techniques Chapter 3: Store operations and processes Step 7: Loss prevention Step 8: Inventory Control Step 9: Safety Step 10: Visual Merchandising 3 Outline of the guide
  4. 4. ©MindTickleInc.2013 Share This Document Benefits of an effective new hire training program • Improve employee performance and reduce churn Studies have shown that retail employees who undergo comprehensive new hire training are up to 50% more productive, and twice less likely to churn. • Increase Revenue Deloitte research[1] demonstrates that conversion rates increased by 9% when customers were assisted by employees who possess a high degree of product knowledge and demonstrate strong interpersonal skills. • Reduce loss Every year retail stores in the US lose more than $30B[2] (~2% of revenue) due to theft and administrative errors. A significant amount of losses can be prevented through training programs on store operations and loss prevention. 4
  5. 5. Align retail associates with business goals Chapter 1
  6. 6. ©MindTickleInc.2013 Share This Document Retail associates are your most important brand ambassadors: with customers and with the community. Introduce the new Associate to your brand by giving them insight into the personality and ethos of the Brand. • Share your brand story, how you started. Why are you here? • Tell them what does your brand stand for? • Show them how does your brand look likes 6 Chapter 1 Step 1: The company brand A good brand foundation allows employees to demonstrate the brand in an inviting, relevant and truthful manner every day in their job.
  7. 7. ©MindTickleInc.2013 Share This Document Share your vision, mission and values to align them with your company’s goals. • Share your vision, mission and values • Show values in action with real life examples • Share company’s culture 7 Chapter 1 Step 2: Vision, mission and values Every new hire should have a sense of what the company is trying to accomplish and how company values work toward fulfilling the company mission.
  8. 8. ©MindTickleInc.2013 Share This Document According to a Harvard study [3], teams collaborate much better when each employee’s role is clearly defined. Without such clarity, team members are likely to waste energy negotiating roles or protecting turf. • Clearly define the job responsibilities • How can the Associates contribute? • Why this particular role is important for the company’s success? • Do’s & Don’ts 8 Chapter 1 Step 3: Roles and responsibilities Provide the Associates with a clear view into what is expected of them in their new role and how what they do is very important for the success of the company
  9. 9. Basics of sales and customer service Chapter 2
  10. 10. ©MindTickleInc.2013 Share This Document Today’s customers are increasingly well informed and they have a much higher expectation from the service they receive in store. • Educate store associates about core products that you sell • Inform them about related products or services you offer that make the initial purchase work better or keep working • How can they use technology to serve customers better? 10 Chapter 2 Step 4: Product Knowledge Store associates need to be able to not only match this high level of knowledge but also add to it and provide additional value.
  11. 11. ©MindTickleInc.2013 Share This Document Associates can provide a complete personalized experience to customers if they have a clear understanding of customer profile. This will not only help in creating a great experience for your customers but also ensure repeat purchases. • Who is your customer ? • What are his core needs ? • Typical customer “journey” in your store • How to Listen, connect and engage with customer? • How to provide exceptional customer service? Chapter 2 Step 5: Describe your customer profile 11 The Sales Associate is the number one position responsible for delivering the brand promise and for ensuring customer satisfaction, and it all starts by know the “customer” and his/her needs.
  12. 12. ©MindTickleInc.2013 Share This Document Chapter 2 Step 6: Customer service and sales techniques The ultimate goal is to equip the store associates with the skills to close the sales while providing a positive customer experience. • Identify and prioritize customers • Assess customer needs • Follow up with customers • Overcome objections and respond to questions • Close and confirm sales • Handle sales transactions 12 It’s the little things done well, and done all the time, by everyone in your organization that mean the difference between constant struggle and the type of success that your retail business deserves.
  13. 13. In-store operations and processes Chapter 3
  14. 14. ©MindTickleInc.2013 Share This Document Chapter 3 Step 7: Loss prevention Ensure your entire staff is well trained in inventory loss prevention and shrinkage. • Understanding what is shrink and how can it be prevented • Alerting customers to the sales associate’s presence • Reporting stock shrinkage • Monitoring floor merchandise • Properly alerting other sales associates to suspicious customers 14 Holiday season is by far the most costly time for shrinkage and training on proactive preventative loss prevention measures can go a long way to making it a profitable and successful holiday season.
  15. 15. ©MindTickleInc.2013 Share This Document Chapter 3 Step 8: Inventory Control Create a training program to educate store associates about the basics and importance of inventory management • What is meant by inventory control? • The importance of maintaining accurate inventory records. • What to do when inventory arrives in your store? • The importance of inventory control systems in maintaining customer satisfaction. • How to locate merchandise for the customer? 15 Unavailability of merchandise, empty shelves leave a negative impression on the customers and they are reluctant to visit the store in near future.
  16. 16. ©MindTickleInc.2013 Share This Document Chapter 3 Step 9: Safety By giving employees the tools they need, you can make safety a priority and ensure the safety of the employees and customers as well as protect your stores from any disasters due to human errors. • Recognize common safety problems in retail stores • How to minimize unsafe conditions for employees and customers? • How to properly respond to and report safety concerns? • Procedures for dealing with common emergencies 16 There is nothing more important than ensuring the safety of your customers and employees.
  17. 17. ©MindTickleInc.2013 Share This Document Chapter 3 Step 10: Visual Merchandising Visual merchandising is one of the key components that can help to boost up your sales revenue. Associates should get a basic training on merchandising which should cover following aspects: • The importance of having organized and well- maintained storage areas • How to effectively arrange merchandise? • How to maintain displays throughout the day? • Why and when to replace displays? • Recovery: get the store ready for next customer 17 Going the extra distance with your displays and merchandising can not only impact immediate sales, but can also help you create a unique identity and ambiance that will contribute to building yourself a loyal clientele.
  18. 18. ©MindTickleInc.2013 Share This Document References 18 1. National Retail Security Survey 2011 by National Retail Federation 2. Changing face of Retail, Report by Deloitte 3. Harvard study on collaboration
  19. 19. Thank You ! We would love to hear from you © MindTickle Inc. 2013, All rights reserved