Here are some training tips and proven ideas on how you can differentiate your staff from your competitors and online stores:
Training Focus: Project-based sales + new trends education
Training Ideas:
- Host weekly “Product Deep Dive” sessions (e.g., smart thermostats, composite decking)
- Run mock interactions where reps suggest materials based on a customer’s project
- Invite local contractors to share real-world tips! This helps reps speak the same language as pros and allows staff/pro interaction and business development
Talking Points:
- “Don’t just show the customer where the product is, ask what they need it for. That’s how you become essential and valued.”
- “Your value is in knowing the why behind the what, not just where it is.”
2. Mastering Inventory Knowledge
Training Focus: Substitution strategies + system navigation
Training Tips:
- Stock-outs: “What if this SKU is unavailable? What’s Plan B?”
- Have staff use the POS or inventory app daily for practice and familiarity
- Build “cheat sheets” of common product alternatives
Talking Points:
- “Knowing what we don’t have or carry is just as important as knowing what we do have in stock.”
- “Most Customers care more about the solution than the brand name.”
3. Excelling at Hybrid/Online-Driven Selling
Training Focus: Fast online follow-up + upselling in omnichannel environments
Training Tips:
- Create quick scripts or templates for replying to online quote requests
- Practice upselling, as you would in-store: “You ordered this saw online—here are the blades and goggles you’ll need with it.”
- Use role-plays with a digital lead turning into an in-store visit
Talking Points:
- “That click-to-cart customer is halfway there—just help them get to the payment screen.”
- “Your inbox is your second sales floor, monitor it.”
4. Adding Incremental Seasonal & Add-On Sales
Training Focus: Bundling and urgency
Training Tips:
- Run “bundle battles” where floor staff create the best add-on package for a product
- Teach the “attach rate” mindset: for every X product, aim for accessories to go along with X
- Use stand-up displays to spotlight time-sensitive promos
Talking Points:
- “If it’s on sale today, ensure the Customer feels that urgency.”
- “Nobody buys a grill to let it sit. What else do they need to use it this weekend?”
5. Outperforming Online Retailers
Training Focus: Personalized experience = customer loyalty
Training Tips:
- Practice greeting customers with project-focused questions, not product ones
- Encourage reps to remember repeat customers and their projects
- Create a “product or category expert” culture—assign reps specific product areas to own
Talking Points:
- “Amazon doesn’t walk customers through a paint match, but you can.”
- “We don’t just sell tools—we build trust and confidence.”
Wolf is President, Wolf Gugler Executive Search, a North American talent recruitment and assessment firm. Reprint allowed with attribution. https://wolfgugler.com.
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