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In the competitive landscape of the jewellery industry, a store's success often hinges on its staff's expertise and skills.
In the competitive landscape of the jewellery industry, a store's success often hinges on its staff's expertise and skills.

Products and sales: For your business, it's a game of two halves

What’s the difference between product and staff training? DAVID BROWN explains the crucial distinction between two essential elements of retail.

As any sports team knows, winning is about committing to all aspects of play for the entire game.

You’ll seldom win with an excellent first half if the second one doesn’t back it up. You’ll also struggle if your offence is excellent, but the defence leaks like a sieve. Sales training is the same.

In the competitive landscape of the jewellery industry, a store's success often hinges on its staff's expertise and skills.

Staff training is an invaluable investment that goes beyond merely imparting product knowledge and leaving the staff the task of deciding how they will deliver it. Likewise, the best sales training won’t work if the product knowledge isn’t there to back it up.

Enhanced customer experience: Staff training directly contributes to the overall customer experience. When your staff are experts in product knowledge and sales techniques, they can offer customers a more personalised and informative experience.

This not only builds trust but also increases the likelihood of making a sale.

Increased sales and revenue: Training is an investment that offers increased returns if done correctly. Well-trained staff understand the art of selling beyond presenting product features.

Sales training equips employees with the skills to identify customer needs, overcome objections, and ultimately close deals. This translates to increased sales and, consequently, higher revenue for the store.

Brand consistency: Consistency is critical to maintaining a strong brand image.

When your staff are uniformly trained, they convey a consistent message about your brand and its values.

"When your staff are uniformly trained, they convey a consistent message about your brand, its values, and the quality of your products."

This consistency helps build brand trust among customers and, as a result, increases opportunities for sales.

Adaptability to industry trends: The jewellery industry is dynamic, with trends evolving rapidly. Staff product training ensures your employees are updated on the latest industry trends, emerging designers, and customer preferences.

This adaptability positions your store as a trendsetter and keeps you ahead of the competition. Customers will view you not only as a retailer but also as a source of information, improving their relationship with your business.

Employee morale and retention: Providing training opportunities demonstrates that you value your employees and are invested in their professional development.

This contributes to higher job satisfaction, which, in turn, improves employee retention. A staff member who feels supported and knowledgeable will likely be more engaged and motivated.

It’s important to understand the difference between ‘sales training’ and ‘product training’ and ensure you get the right balance of each.

What is product training?

Product training centres on imparting knowledge about the items your store offers.

This includes details about gemstones, precious metals, craftsmanship, and unique features that set your products apart. The primary goal of product training is to ensure that your staff is well-informed about the merchandise, as this knowledge forms the foundation for effective and meaningful customer interactions.

Product training is often factual and can be delivered through manuals, workshops, and online courses. It provides employees with the technical information needed to answer customer queries accurately.

What is sales training?

On the other hand, sales training emphasises the ‘art’ of selling, as it is, indeed, an art!

It encompasses various skills, including customer engagement, effective communication, objection handling, and closing techniques. The key objective of sales training is to empower your staff to turn potential customers into satisfied buyers.

It's about understanding customer needs, building rapport, and guiding them through the purchasing process. Sales training is often interactive and involves role-playing scenarios, workshops, and ongoing coaching. It focuses on developing soft skills that are crucial in customer-facing roles.

Stronger together

While product training provides the foundational knowledge, sales training is the catalyst that turns that knowledge into successful transactions. Together, they enhance the overall shopping experience for customers.

It is not merely about knowing the products but also about understanding the art of selling. This dual approach positions the store for sustained success, elevating its reputation and ensuring customer satisfaction in every interaction.

More reading
What does quality mean to your customers?
It’s out of our control’ is not a good enough excuse!
Understand the impatience of future consumers
Selling: Everything starts from a solid core
The secrets to selling jewellery to women



David Brown

Contributor • Retail Edge Consultants

David Brown is co-founder and business mentor with Retail Edge Consultants. Learn more:

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