It's essential that the business nurture a culture of respect — for customers, for the brand, for competitors, and for the job that the salespeople are doing. Institute dress and grooming standards, because the number one marketing vehicle is the sales person. Your store has a brand image, and the salespeople have to represent your brand. It's also important to respect the competition. Disparaging them puts a salesperson, and by extension, the store, in a bad light and erodes credibility with a consumer.
Communicate clearly and often. Even the best staff can flounder without direction. The clearer the business is about its mission and goals, the easier it is for salespeople to execute to that vision. Listen to the staff, too, as communication is a 360-degree process. The staff is talking to the customers every day, and have a lot to teach those who are willing to pay attention. Ensure there is an on-going mechanism for feedback that is acknowledged and rewarded.
Reputation, brand image and referral are all cornerstones to successful marketing. The well-rewarded sales person is the most effective tool you can develop to deliver your message and increase your sales.
Lew Brown is a Principal of Percipient Solutions LLC, and has worked on projects for Safeway, Gemini Industries, Monster Cable, Sharp Electronics, Best Buy and others. He can be reached at email@example.com