Training helps salesforce to sparkle: Program develops listening skills at jeweller

Abstract

Purpose

Describes an award‐winning training program that has transformed the sales culture at Aurum, Britain's biggest luxury jeweler.

Design/methodology/approach

Explains the reasons for the program, the form it has taken and the results it has achieved.

Findings

Reveals that, where shop staff previously focused on the sale itself, they learned to concentrate on the customer and his or her buying experience. They learned to listen to customers rather than simply talk about the product. Meanwhile, managers learned to support and coach their sales staff.

Practical implications

Explains that the additional sales generated have far outstripped the cost of the training – including venues, staff cover and the e‐learning. Aurum's total sales rose in the first year after the training was introduced, compared to the falls experienced by most retailers.

Social implications

Details an approach to sales training that puts the customer at the center of the experience.

Originality/value

Highlights how Aurum has integrated the training in its business strategies.

Citation

(2011), "Training helps salesforce to sparkle: Program develops listening skills at jeweller", Human Resource Management International Digest, Vol. 19 No. 1, pp. 15-16. https://doi.org/10.1108/09670731111101543