Engaged Salespeople = More Sales Success

We all know that employee engagement is important. It is absolutely imperative for salespeople in retail and hospitality, whose attitude and enthusiasm (or lack thereof) broadcast your brand to customers. We’ve seen the statistics touting the importance of engagement in every area from customer loyalty to profitability advantages. We know that salespeople who aren’t passionate and engaged WON’T be effective and CAN’T move your products.

According to the Retail Touchpoints Exclusive 2015 Survey, employee engagement and retention remain the top two store operations challenges for retailers year over year, with 38% of retailers citing Employee Training/Engagement as one of their greatest store operations challenges.1

So the real question is: what does engagement actually mean for retail salespeople? A retail industry journal defines it as “the extent to which employees are motivated to contribute to organizational success, and are willing to apply discretionary effort to accomplishing tasks important to the achievement of organizational goals.”2

For the sake of simplicity, let’s break it down to a basic formula:

Salespeople + knowledge + passion = success.

You’ve hired the salespeople. You know they have the right personalities and traits to be successful. They are naturally motivated to make money and they want to sell.

Now you must add the knowledge + passion to the equation! This is where many organizations miss a huge opportunity. They fail to imbue their sales force with a true passion for the brand and confidence in the products. They don’t provide a learning platform with engaging courses that ignite their employees’ excitement. All of this missed opportunity translates to lost sales. According to Gallup’s report State of the American Workplace, companies with an average of 9.3 engaged employees for every actively disengaged employee experienced 147% higher earnings per share compared to competitors. 3

You must provide your salespeople with excellent training that leaves them feeling highly valued by the organization’s leadership. There is no question that having motivated, well-trained salespeople will have a huge impact on your overall customer satisfaction and sales volumes. There is no substitute for in-depth knowledge and passion for your products. Enthusiasm sells! Make the most of your human resources! Give them the tools they need to grow your business. 

Give them learning content they can consume 24/7 on any device. Provide videos of executive leadership talking about success stories and their vision for the company's future, and add new ones regularly. Create compelling nano-courses on each of your products and on your branding. Quiz them on what they've learned, track the results, and reward them for their participation. Using this formula, you will develop your sales team into a passionate and engaged, dedicated, hard-working force that exceeds your revenue expectations.  



1. Exclusive 2015 Survey, The New Age of Store Operations, Retail TouchPoints. http://www.retailtouchpoints.com/features/special-reports/exclusive-2015-survey-report-the-new-age-of-store-operations

2. International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976– 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013). https://www.academia.edu/3254091/EMPLOYEE_ENGAGEMENT_FROM_A_RETAIL_SECTOR_PERSPECTIVE

3. State of the American Workplace, Gallup. http://www.gallup.com/services/178514/state-american-workplace.aspx

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