Retail Sales Training

If imitation is the sincerest form of flattery, we know how to take a compliment.

“The Inventors of Modern Retail Selling”, isn’t just something we say.

The most widely used retail sales training course in the world. It took the retail world by storm when first developed in 1980, looking at retail selling quite differently than had ever been done before. With continual updates over the years to address changes in demographics and the customer experience, it sets the standard for retail sales training courses.  Often imitated (and we mean OFTEN!), The Friedman Group’s selling principles and techniques are customer-centric, reality-based and have literally changed the lives of those who adopt them.

See the techniques we pioneered

Gold Star Selling is a customer-centric and empathetic approach to training designed to sell more without customers ever having felt they were ‘sold.’

Why Sales Training?

Companies often focus on sales training because they are frustrated with a lack of know-how and care for their customers. That frustration may drive them to call us, but the result they’re really hoping for is simple. There are only 3 good (and obvious) reasons to ever do sales training:

  • Lift Revenue
  • Increase Margin
  • Improve Customer Loyalty

Sales training improves the customer experience by creating a more welcome interaction. And an improved customer experience increases revenue, margin, and customer loyalty. Or does it? It really depends on how you define ‘customer experience.’  A delightful customer experience that makes the customer feel wonderful can also result in NO sale.

Serving customers starts with a smile and desire to serve customers well, but a trained professional can increase revenue by 20% or more.  A trained professional knows how to:

  • Get customers to open up and engage in conversation better and more often
  • Discover the real motivation to buy, not just basic wants and needs
  • Look for opportunities to bump the sale and build a bigger basket
  • Hang in there when faced with objections to empathetically save the sale

A Proven Track Record of Success

Whether you’re looking for online or in-person retail sales training courses, The Friedman Group can deliver. Retail training is our specialty and its all we’ve done for over 35 years.

0+ Retailers Trained
0+ Companies Represented
0 to 50% Sales Increases
0% Satisfaction

A System That Works

We have developed the most comprehensive step-by-step system to retail selling in the industry, and it even comes with a user manual.

Skills You’ll Learn

  • How to use single power-packed statements that cause customers to buy now
  • Why so few salespeople attempt to add on to the sale
  • A synergistic approach to building basket size
  • Overcoming customer concerns and objections
  • Uncovering the real reason for not buying now
  • How sales professionals turn stalls into sales
  • Spotting buying signals that say, “I’m ready”
  • Why intent is more important than technique
  • Solid closing strategies anyone can use comfortably
  • Cementing the sale: how and when to thank your customer
  • Simple techniques for reducing returns
  • How to invite your customers back again – and really get them to come back
  • The long-lost art of customer appreciation and building loyal, life-long customers
  • Systems for providing outstanding, unexpected follow-up and follow-through
  • Delivering a shopping “adventure” that builds personal trade and increases referrals
  • Matching your demonstration to your customer’s personality and lifestyle
  • Product theatre: the fine art of presenting merchandise with eloquence and emotion
  • Taking the first steps to becoming a high-performance retail salesperson
  • Continuously developing your sales and service competency
  • How the high-performance professional prepares to sell
  • Understanding the Value Triangle and how it influences the sale
  • Why the way you open the sale can mean success or failure
  • Engaging customers in comfortable conversation that avoids the “I’m just looking” syndrome
  • Understanding your customer’s psychological resistance to salespeople
  • Observational skills for assessing and adapting to a customer’s shopping profile, mood, tempo and motivation
  • Providing a snapshot of any unique company history that gives customers a reason to buy from your store
  • Probing and the motivation that causes people to buy from you
  • “Must-ask” questions that cause customers to open up
  • Developing trust and identifying hidden opportunities to add on
  • Non-verbal clues that signal how the sales cycle is progressing

Online Sales Training Courses

If an online training solution is your desire, your wish is our command. is the perfect solution for training new hires and continuously improving the skills of your current sales and management staff.  ELearning used to be an expensive proposition used by only larger retailers. That’s no longer the case. Recent innovations and the development of our own Learning Management System (LMS)  has made online training an affordable solution for small independents as well as global retailers. All online courses are self-paced, and available 24/7.  Our Coaches Guide helps management direct the associates learning path, but with less direct time spent than with traditional training. Interactive videos, role plays, exercises, simulations and other exciting interactions, keep the learner engaged by keeping the training fun and relatable to everyday retail situations. Retention and skill development are verified through a series of testing situations and progress can be tracked by individual, store, district, or company.

read more about our online retail training

Public Sales Training Workshops

Unlock the sales potential within your stores with a Friedman Group retail training workshop. Nowhere else will you find the definitive systems and techniques for managing, motivating and training your staff to perform like you want.  And nowhere else will you discover the keys to delivering a shopping experience that result in life-long customers and sustained sales increases.

Our five core publicly delivered workshops were personally created by retail authority Harry J. Friedman, to provide the skill sets necessary to proactively manage a retail store, manage a group of stores or sell at the highest performance level. Any of these workshops, plus a wide variety of other workshops can also be delivered to your team at your location. Contact us to find out more about these motivating and highly productive on-site opportunities for your stores.

find out more about our upcoming retail workshops

Private On-site Sales Training

You can take any of our public retail training workshops to the next level by bringing a Friedman Trainer in-house to help focus and develop your team.  An onsite workshop provides the opportunity to emphasize what is needed within your organization, adapt to the skill level of your group and get the troops rallied to do great things.  Conversation will be focused solely around solutions and strategies for maximum impact and results within your company. This level of interaction is something that just simply can’t be done in a public retail workshop with retailers from all different industries and organizational sizes.

read more about our on-site retail training

Custom Developed Training Programs

From webinars to training manuals, workbooks, videos, eLearning and facilitated classroom programs, we have provided distance learning and conventional retail training development for a wide array of retail clients across many industries and countries. Whether you’re starting from square one or you already have some successful programs in place, we are not so arrogant as to believe you should abandon what works and start over. We work with clients to identify the best solutions, then strive to build upon and improve existing programs, not tear them down. With our expertise in implementation our custom built programs are integrated seamlessly to ensure they become a fundamental part of your business and support long-lasting sustainable growth.

read more about our custom training development

Custom Branded Training Portals

There is no denying it anymore, e-learning is a must have for every retail business, and a custom training portal is the ultimate step towards developing your very own dream team.  Custom portals come with everything from Friedman Learning, but are fully branded for your company and come with a custom domain name of your choosing. Pick and choose available training content from any of our entire online course library, have us customize any of our existing training programs, or build custom courses specifically for your company with access to The Friedman Group’s pool of experienced retail training development specialists, instructional designers, video producers and e-learning designers that can build any retail e-learning course you may need.  With a custom training portal create a central location for all company news, events, product knowledge, and bulletins with the ability to upload and administer your own private content, and it gets better. Since we have custom developed our own Learning Management Platform we can offer all of this at prices that retailers of any size can afford. Custom Branded Training Portals aren’t just for the big box retailers anymore.

read more about the benefits of a custom training website

Contact a Consultant

CALL US AT +61 2 94994393


Sign Up for Our Newsletter