How to Make Retail Sales Teams Actually Want to Sell Your Brand

Retail sales associates are the ultimate gatekeepers to your brand's success in stores.

The reality:

• They control what gets recommended. If they don't believe in your brand, they won't sell it.

• They default to what's easy. If your product takes too much effort to explain, they'll push something else.

• They remember brands that invest in them. If you don't train and support them, your competitors will.

If your retail education isn't engaging, relevant, and easy to remember, your brand will be ignored.

In this post, we'll cover:

• Why retail associates ignore certain brands (and prioritize others)

• How to structure engaging retail training that actually sticks

• The secret to making your brand the "easy sell"

Why Retail Associates Ignore Certain Brands (And Prioritize Others)

Retail teams sell what they feel confident talking about.

If they don't understand your brand—or if it's too complicated to explain—they'll default to selling something easier.

Top Reasons Why Sales Associates Ignore Certain Brands:

• The product is too complicated to explain quickly.
  If it takes more than a few sentences to sell, they'll move on.

• There's no emotional connection to the brand.
  If they don't personally care about the product, they won't push it.

• They don't know enough about it.
  If there was no engaging training—or if they forgot it—they won't feel confident recommending it.

• The brand hasn't invested in them.
  If another brand offers more education, incentives, or support, they'll prioritize that one instead.

Your job isn't just to educate them—it's to make them WANT to sell your brand.

How to Structure Engaging Retail Training That Sticks

Bad retail training is long, boring, and forgettable.

Great retail training is quick, interactive, and memorable.

How to Make Your Training Stick:

1. Keep it short and digestible.

No one wants to sit through a long PowerPoint deck.

Focus on three to five key selling points they can remember instantly.

Example: Instead of a 30-slide deck, create a one-page cheat sheet with:

• What it does – "Hydrates for 24 hours without feeling greasy."

• Who it's for – "Perfect for sensitive and dry skin."

• Why it's better – "Clinically proven to strengthen the skin barrier."

2. Make it interactive.

Retail associates learn by doing, not just listening.

Use quizzes, games, or hands-on demos to reinforce learning.

Example:
A fragrance brand could train associates by asking: "If a customer loves Brand X, which of our scents should they try?"

3. Tell a story, not just facts.

People remember stories. Instead of just listing ingredients, explain why the product was created and how it solves a real problem.

Example: Instead of saying, "This serum contains hyaluronic acid," train associates to say: "This serum was designed for people with dry skin who need all-day hydration. The hyaluronic acid locks in moisture for 24 hours."

4. Repeat key points often.

Reinforce core selling points multiple times in different ways.

Associates need repetition to remember information.

Example:
If your product is known for "hydration without greasiness," that needs to be mentioned everywhere—in training, on sell sheets, in-store displays, and digital materials.

If they can't remember it, they won't sell it.

The Secret to Making Your Brand the "Easy Sell"

Retail sales teams default to selling what's easy.

If they have to work too hard to explain your product, they'll push something else.

How to Make Your Brand the "Easy Sell":

1. Give Them Simple Talking Points

Train them with a single sentence that sells the product.

If they can't explain it quickly, they won't mention it at all.

Example:
❌ Too complicated:
"This serum is formulated with a proprietary blend of bioactive peptides and antioxidants to support skin renewal and hydration."

✔️ Easy to sell:
"This serum keeps your skin hydrated all day—without feeling greasy."

2. Make It Personal to Them

If sales associates don't connect with your brand personally, they won't prioritize it.

Provide free product ("gratis") so they can experience it themselves.

Example:
A skincare brand can give associates mini sizes to use at home so they can genuinely recommend it.

People sell what they believe in. Make them believers.

3. Offer Retail Sales Incentives

If associates get rewarded for selling your product, they will remember it and push it.

Simple contests like "Sell 5, Get 1 Free" drive engagement.

Example:
A makeup brand could run a monthly contest: "The top-selling associate this month wins a $50 gift card plus a free product set!"

Make selling your brand feel rewarding.

4. Ensure Your Brand Is Visible In-Store

If your product is hidden on the bottom shelf, it won't sell.

Work with retailers to secure better shelf placement & in-store signage.

Example:
A fragrance brand could add a "If You Like X, Try This" shelf-talker to help customers and sales teams recommend it.

If associates see your brand daily, they'll sell it more often.

5. Provide Ongoing Support

Training isn't a one-time thing. It needs refreshers and updates.

Quarterly check-ins, new product updates, and quick tip sheets keep sales teams engaged.

Example:
A haircare brand could send a monthly "selling tip of the month" email to keep their product top of mind.

The brands that consistently educate their retail partners stay top-of-mind.

Final Thoughts: Education = More Retail Sales

Retail teams sell what they know, trust, and remember.

If your brand isn't easy to sell, it won't be a priority.

Want to Make Retail Associates Excited About Selling Your Brand? Here's Your Next Step.

• Comment below: What's the biggest challenge your brand faces in retail stores? Let's discuss.

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