Don’t Swim With Sharks

Set up your store so that customer service—not making the most sales—drives your sales team. Commission-heavy remuneration plans tend to breed sharks—in fact, it’s the environment they thrive in best. Your main goal should be to provide the best possible experience to customers. That will bring more business and more sales. You should still set sales goals and reward the team for achieving them, but it’s better to reward the entire team rather than individuals. Team members should not “own” customers but share them, so shoppers feel comfortable working with any sales associate. It also makes sales easier to turn over and encourages associates to ask for help from a more experienced colleague if the sale is out of their area of expertise. Pay a Living Wage. Don’t pay sales associates substandard salaries and expect them to meet financial obligations with commissions. T

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