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A Message to Retail Sales Managers
and Owners
Most retail sales managers I meet are pulled in a dozen different directions every day. Beyond leading their sales teams, they’re handling schedules, merchandising, customer service issues, inventory, and endless reports. The danger is that these tasks often steal focus from the single most important part of your role: managing, developing, and driving your sales team.
Yes, it takes discipline, delegation, and a deliberate effort to balance everything. But when the sales team gets pushed to the back burner, the store suffers. You can have flawless displays and perfectly stocked cases, but if your staff isn’t trained, motivated, and focused on customers, sales opportunities walk right out the door.
That’s why the primary responsibility of a retail sales manager must always remain clear:
To provide leadership, knowledge, training, incentives, and accountability in order to recruit, hire, develop, and maintain a successful retail sales team.
This isn’t a one-time project—it’s an ongoing mission. In jewelry and furniture retail, turnover is real, training is constant, and the competition is fierce. But the goal remains the same: to build a confident, skilled team that knows how to engage customers, maximize every sales opportunity, and create repeat business through trust and relationships.
Real-World Retail Scenarios
- Jewelry Store Example: A customer walks in and says, “I’m just looking.” A poorly trained salesperson might smile and step back, losing the sale before it begins. A well-trained salesperson, however, understands that “just looking” is often an invitation to engage. Instead of asking, “Is this for a special occasion?” (closed-ended), they ask, “What brings you in today?” or “Whose style are you shopping for?” Open-ended questions spark conversation, uncover needs, and lead naturally into showing pieces. That simple shift could turn a casual browse into an engagement ring or anniversary gift sale.
- Furniture Store Example: A couple comes in “just browsing sofas.” The average salesperson points them to the showroom and waits. A trained salesperson starts with open-ended lifestyle questions: “Tell me about the space you’re furnishing.” or “What do you like—or dislike—about the sofa you have now?” These types of questions invite customers to share details, making it easier to recommend not just a sofa but a complete solution—matching tables, a rug, and a protection plan. As manager, you set the expectation that every sale should be maximized, and you coach your staff on how to do it through open-ended conversations.
Evaluating Yourself as a Sales Manager
- Leadership on the Floor: Are you present and coaching in real time, or just buried in the office? Retail teams need leaders who are visible, approachable, and actively setting the pace.
- Knowledge & Training: Are you consistently providing product knowledge and teaching selling skills? In jewelry, staff must be experts in diamonds and metals. In furniture, they need to know construction, warranties, and design solutions.
- Incentives & Accountability: Does your team know exactly what success looks like? Are you rewarding add-on sales like extended warranties, jewelry care plans, or furniture protection—and holding people accountable when they fall short?
- Objective Management: Are you tracking the right numbers—closing ratios, average ticket size, add-ons, and traffic counts—or are you managing based on hunches? In retail, the numbers reveal the truth.
At the end of the day, your job as a retail sales manager isn’t just to keep the lights on—it’s to grow people. If you equip your team with the tools, training, and leadership they need, you’ll not only grow sales—you’ll build stronger customer experiences, more repeat business, and a more profitable store.
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Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read a fabulous article titled:
What is Your Jewelry Store Really Worth?
By Chuck Frey – President of Charles Frey & Company Inc.
Recruiting, Interviewing and Hiring Guide – Now Available
Introductory Price: Just $89.95 Instant PDF Delivery to Your Inbox!
Tired of high turnover, poor in-store experiences, or hiring people who just “don’t fit”?
This powerful, step-by-step guide is designed specifically for retail business owners and managers who need a better system for hiring employees that actually drive sales and elevate your customer experience.
What is inside the Guide
✓ Retail Hiring Philosophy
How to build a team that reflects your brand and boosts customer loyalty.
✓ Where to Find Great Retail Recruits
Field-tested sources to find motivated, coachable team members.
✓ Retail Interview Questions That Matter
- 1st Interview: Spot potential early
- 2nd Interview: Assess attitude, trainability & culture fit
- Final Interview: Seal the deal with confidence
✓ Pre-Hire Screening Tools
- Basic Math Test (for POS accuracy)
- Reading Comprehension Test (for signage & promo understanding)
- Pre-Interview Questionnaire (to save time)
✓ Legal & Smart Hiring Essentials
- Employment Application + Waiver
- Background, Drug, and Physical Exam Consent Forms
- Questions to Avoid (stay compliant!)
- Reference Check Form & Phone Script
✓ Easy-to-Follow Hiring Checklist
To stay organized and avoid costly missteps.
PERFECT FOR:
- Jewelry Stores
- Home Goods & Furnishings Retailers
- Electronics & Appliance Retailers
- Pawnbrokers
- Apparel Stores
- Franchise & Multi-location Operators
👉 Order Now:
www.principlesforbusinessandlife.com/products/
Have your staff subscribe to the Munchies Newsletter and please pass this along to others within your circle of influence. https://principlesforbusinessandlife.com/contact-us/
FINAO
Brad Huisken
IAS Training
[email protected]