How to Be Better at Retail Sales

Searching for how to be better at retail sales? You're not alone.
Thousands of independent retailers are asking the same thing because standing out, selling well, and building loyal customers isn’t as easy as it used to be.

The truth? Most retail sales aren’t lost because of product or price.
 

They’re lost because:

• Staff aren’t confident in how to sell

• The store experience is forgettable

• And there’s no clear sales strategy in place

In this guide, you’ll learn 9 advanced-yet-practical sales tactics that are easy to apply, no sleaze, no scripts, just real strategies that work in real stores.

If you want even more step-by-step advice, see my guide on Retail Sales Strategies: How to Get Shoppers Who Actually Spend Money.

1. Know Your Numbers (And Use Them to Drive Sales Decisions)

If you want to be better at retail sales, you must understand what’s working and what isn’t, daily.

Here are the key retail sales metrics to track:

• Daily Sales Per Staff Member – Are some team members outperforming others?

• Average Transaction Value (ATV) – Are customers buying just one item or multiple?

• Units Per Transaction (UPT) – Is your team encouraging cross-sells and upsells?

• Conversion Rate – How many people walk in vs how many actually buy?

Strategy: Run a simple 10-minute daily debrief where each team member checks in on:

• What they sold most of

• What questions came up from customers

• What they’ll do differently tomorrow

Retail sales improvement starts with visibility and accountability.

2. Learn the “Why” Behind Every Product (Not Just the Features)

Better retail sales come from better product connection.
You and your staff should be able to explain not just what something is but why it matters to the customer.

Here’s how to build stronger sales messaging:

Create “Customer Cards” for each product:

• What problem does this solve?

•  Who is it perfect for?

•  What’s the emotional benefit?

Example:
Instead of “This is a leather handbag,” say:

“This bag’s perfect for busy women who need something beautiful, secure, and practical enough for every day without sacrificing style.”

Add this messaging to your POS displays, product tags, and even your online store descriptions for consistency.

Related: Learn how to increase retail sales fast with actionable strategies.

3. Use Story-Based Selling to Build Emotional Connection

Storytelling is one of the most underused retail sales techniques.
Shoppers remember stories, not specs.

To apply this in your store:

• Train your staff to share real customer stories or use-case scenarios

• Add “Staff Picks” signage with handwritten notes:

   “This is my go-to shirt when I’ve got no time but want to feel put-together.”

Use story-based selling to turn casual interest into real emotional investment.

Bonus: Stories stick. Customers repeat them to friends and that drives word-of-mouth sales.

4. Make the First 5 Seconds in Store Count

Your first impression makes or breaks a sale.

Most sales are lost in the first 5–15 seconds because the customer either:

• Feels ignored

• Feels pressured

• Or doesn’t feel seen

Retail sales success starts with:

• Standing up to greet them confidently

• Smiling with intent (not a tired “hey”)

• Making them feel like they matter,not like a sales target

Micro-script:

“Hey! So glad you popped in. Is there anything specific you're on the lookout for today, or just having a browse?”

A strong opening increases conversion rate and makes your store feel premium.

 For more help on connecting emotionally, see my post on How UK Stores Can Thrive With Retail Resilience

5. Ask Smarter Sales Questions (That Guide the Buyer)

Want to increase your retail sales? Ask better questions.
Most retail staff use dead-end phrases like:

“Can I help you?”

(which gets the standard “Just looking.”)

Instead, ask purposeful questions that open conversations:

• “Are you shopping for yourself or someone else today?”

• “Can I show you our most popular [category] this month?”

• “What kind of [item] do you usually go for, something classic or something fun?”

These questions:
✅ Reveal the customer’s intent
✅ Help your staff personalise the experience
✅ Make the shopper feel guided, not pushed

6. Use Relevant Upsells (Without Feeling Pushy)

This is one of the fastest ways to increase average order value.
Upselling should always feel helpful, not like a hard sell.

Try these tactics:

• Complementary Suggestion:

   “A lot of people who buy this also grab [X] they work brilliantly together.”

• Urgency Anchor:

  “We’ve only got 3 of these left, I just didn’t want you to miss out if it’s something you love.”

Retail sales improvement isn’t just about selling more, it’s about selling smarter.

If upselling feels uncomfortable, try the techniques in Proven Strategies for Retail Stores to make it seamless. 

7. Turn the Checkout into a Relationship Builder

Most retailers treat checkout like a transaction.
But it’s actually the last chance to increase loyalty and return visits.

Here’s how to elevate the till experience:

• Use their name (if you asked earlier)

• Mention a product you talked about

• Offer an opt-in or loyalty reward:

•  “We’re sending out an exclusive early access email next week, want to be added to it?”

Retail sales grow faster when customers feel remembered.

8. Stay in Touch After They Leave (Email, Loyalty & SMS)

The sale shouldn’t end when the customer walks out the door.

You must have a follow-up strategy:

• Email list sign-ups at checkout

• Handwritten thank-you notes with online orders

• Loyalty points, exclusive previews, or private events

80% of customers are happy to hear from a brand again if the message is useful.

Retail sales mastery = repeat customers > one-time transactions.

9. Train Weekly to Stay Sharp (It’s Not a One-Off)

Top-performing shops train every week.
Set aside 10–15 minutes before opening for a “Sales Sprint”:

Here’s a structure:

1. One sales tip for the day

2. One roleplay or objection exercise

3. One product focus (with emotional benefits)

Consistency builds confidence. And confident staff sell more.

Pro tip: Turn it into a friendly competition and track weekly ATV or UPT to motivate.

Retail Sales Isn’t About Scripts, It’s About Systems

If you’ve been wondering how to be better at retail sales, it starts with structure, not pressure.

• Know your numbers

• Connect emotionally

• Ask better questions

• Build loyalty beyond the till

These aren’t just tactics. They’re the building blocks of a better-performing retail business.

Want to Improve Your Store’s Sales Without Discounting?

Book a free discovery call and let’s look at your store’s sales journey together. I’ll show you where you’re losing sales and how to fix it fast.

🎯 Book a free discovery call with me here

Let’s get your retail or ecommerce business performing like it should. 

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See How to Increase Sales in Retail Without Discounting for more conversation starters that work.

Why Choose Samuel Chapman Retail Coach?

With over a decade of hands-on experience growing small businesses, I’ve helped shop owners go from overlooked and underpaid to profitable, confident, and in control.

Whether you run a boutique, lifestyle store, gift shop or something in between, I know what it’s like to feel stuck despite working hard.

My methods are built around strategy, not guesswork and I’ve worked with over 100 retail business owners to:

✔️ Attract more footfall without relying on discounts
✔️ Increase return customers and average order value
✔️ Clarify their store’s message and improve customer experience
✔️ Feel proud of the business they’ve built again

If you’re ready to transform the way your store performs, it starts with a conversation.

How Samuel Can Help You