Retail and Sales Training for Store Teams
In-person, online and blended training programmes for training & onboarding
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We Turn Salespeople into Brand Ambassadors through Retail and Sales Training
Going beyond the simple transfer of information, we know that a well-trained customer service team is key to competitive differentiation. Our retail training and sales training programmes are designed to turn your store salespeople into genuine brand advocates.
Through our training model with face-to-face solutions, our team of training consultants will design the learning plan so your team not only sells products, but becomes a true ambassador for your brand at the point of sale.
We also provide channel training: manufacturers that need to train distributor networks, sales agents or third-party teams will find in Staff Global Group the specialist partner to scale that knowledge with methodology, measurement and results.
The Pillars of Retail Training: Capability, Advocacy, Positioning and Differentiation
Our training model is built around four pillars that ensure real and sustainable impact at the point of sale:
Capability Building
We give store teams the technical knowledge, sales messaging and interpersonal skills they need to perform at their best. Effective retail training starts with a team that knows the product inside out and knows how to communicate its value.
Advocacy
Beyond selling, we want salespeople to recommend. We train active advocates who guide shoppers with sound judgement, building trust and loyalty. Our sales training programmes are designed to develop this consultative profile.
Positioning
We keep your brand top of mind among sales teams at every point of sale. Through channel training and regular training activations, your brand stays present whenever the salesperson interacts with the customer.
Differentiation
A well-trained team becomes your strongest differentiator versus the competition. Sales training specialised in retail environments creates an organic advantage that is difficult to replicate: the in-store customer experience.
How We Design Programmes: Training, Specialisation, Assessment and Scalability
Every retail training programme we design follows a structured four-stage process that delivers measurable results:
Training
We design the training content from scratch, aligned with your product, brand and channel needs. We do not use generic templates: every programme is unique and developed by consultants with real experience in retail and sales environments.
Training
We design the training content from scratch, aligned with your product, brand and channel needs. We do not use generic templates: every programme is unique and developed by consultants with real experience in retail and sales environments.
Specialisation
We go deep into the key retail disciplines: sales techniques, customer service, shelf management, product messaging and presentation skills. Specialisation by professional profile —salesperson, demonstrator, visual merchandiser, store manager— ensures the learning is relevant.
Specialisation
We go deep into the key retail disciplines: sales techniques, customer service, shelf management, product messaging and presentation skills. Specialisation by professional profile —salesperson, demonstrator, visual merchandiser, store manager— ensures the learning is relevant.
Assessment
We measure impact before, during and after training. We implement knowledge assessments, satisfaction surveys, post-training audits and, when required by the client, Mystery Shopping services to verify how the learning is actually applied in store.
Assessment
We measure impact before, during and after training. We implement knowledge assessments, satisfaction surveys, post-training audits and, when required by the client, Mystery Shopping services to verify how the learning is actually applied in store.
Scalability
Thanks to Staff Academy and our territorial network across the Iberian Peninsula, we can scale any training programme to dozens or hundreds of points of sale simultaneously, with centralised coordination and unified reporting.
Scalability
Thanks to Staff Academy and our territorial network across the Iberian Peninsula, we can scale any training programme to dozens or hundreds of points of sale simultaneously, with centralised coordination and unified reporting.
Retail Training Programmes
We offer specific programmes for every profile in the retail ecosystem. All programmes can be adapted in content, duration and format according to the needs of the project:
Store Salesperson
Develop consultative selling techniques, product messaging and objection handling at the point of sale. Designed to improve conversion rates and the customer experience.
Product Demonstrator
Train teams for active in-store demonstrations: technical product knowledge, customer engagement techniques and purchase activation at the moment of the demo.
Brand Ambassador
Train brand ambassadors with a deep understanding of the company’s DNA, values, positioning and how to communicate them authentically in every interaction.
Visual Merchandiser
Build expertise in visual merchandising principles: planograms, shelf management, POS material implementation, visual composition and display standards by retail format.
Store Manager
Retail leadership programme focused on team management, shift planning, store KPIs, service culture and internal talent development. Includes a sales training module for managers.
Staff Academy:
Our Online Retail Training Campus
Staff Global Group has re-engineered its training system with AURA Training. This is not simply the implementation of an LMS. It is a new way of creating, producing and delivering knowledge to each employee, exactly when they need it and precisely adapted to their role.
The project is structured around three interdependent blocks that operate as a complete training value chain.
01 ACADEMIC CONTENT GENERATION
An AI-assisted process that transforms scattered documents, internal knowledge and client briefings into structured academic scripts, ready for production.
02 TRAINING MATERIAL PRODUCTION
Once the academic script is validated, materials are generated automatically in the formats best suited to each profile: slides, video, audio and downloadable documents.
03 LMS + AURA, THE ONLINE TUTOR ALWAYS AVAILABLE DURING TRAINING
AURA (CHATBOT): THE ONLINE TUTOR ALWAYS AVAILABLE DURING TRAINING
Integrated into the Campus LMS training process, AURA acts as a personalised online trainer. Employees can ask AURA any question in natural language and receive an immediate response, resolving queries accurately and precisely through a conversational, humanised experience.
- DURING THE COURSE:
AURA supports the employee through every module of the Campus LMS. Whenever a question arises, it responds in natural, human language and provides an answer. Guided learning, without limitations.
- AS THEY PROGRESS:
As employees progress through their training, AURA monitors their advancement, reinforces key content and suggests personalised reviews. The system learns from every interaction and continuously improves.
- 24/7/365:
Once the course is completed, AURA remains available 24/7/365 to answer questions throughout the employee’s working life. No schedules, no holidays. Always in the employee’s pocket. Always available in GLOBAL CHAT (the all-in-one management app, the employee hub where the entire employment relationship and commercial operation come together).
The client does not manage training. They share their product and campaign with Staff Global Group, and our team of trainers, supported by technology, does the rest.
COURSE COMPLETION, QUALIFICATION GUARANTEED
We implement new SKUs and categories following each retailer’s planograms, ensuring your products are correctly present from the very first day of launch.
COURSE COMPLETION, QUALIFICATION GUARANTEED
We implement new SKUs and categories following each retailer’s planograms, ensuring your products are correctly present from the very first day of launch.
TRAINING TIME
The use of visual and audio formats reduces the time needed to reach the required level of proficiency.
TRAINING TIME
The use of visual and audio formats reduces the time needed to reach the required level of proficiency.
KNOWLEDGE RETENTION
Complementary learning resources (flashcards, mind maps, podcasts) significantly increase long-term retention.
KNOWLEDGE RETENTION
Complementary learning resources (flashcards, mind maps, podcasts) significantly increase long-term retention.
TRAINING TRACEABILITY
The Campus LMS records each employee’s progress, time, assessments and results. Full visibility for both the coordinator and the client.
TRAINING TRACEABILITY
The Campus LMS records each employee’s progress, time, assessments and results. Full visibility for both the coordinator and the client.
MAXIMUM ONBOARDING TIME
Thanks to automation and immediate LMS access, any new employee can complete their initial training in under 72 hours.
MAXIMUM ONBOARDING TIME
Thanks to automation and immediate LMS access, any new employee can complete their initial training in under 72 hours.
POST-TRAINING ACCESS
Employees always have AURA in their pocket: tutor, reference tool and campaign knowledge memory, available at any time of the year.
POST-TRAINING ACCESS
Employees always have AURA in their pocket: tutor, reference tool and campaign knowledge memory, available at any time of the year.
Specialist retail courses
More than 200 courses delivered, with content focused on sales skills, customer service, product knowledge, store management and visual merchandising. All courses are structured into short learning bites accessible from any device.
Official certification
On completing each programme, participants receive a digital certificate issued by Staff Global Group. A tangible recognition that strengthens team commitment and the value of training within the organisation.
Monitoring and reporting
The platform provides a real-time dashboard with completion rates, assessment results, time spent per user and comparisons by point of sale or region. Ideal for multi-location channel training projects.
Why Choose SGG
for Your Retail and Sales Training?
Staff Global Group is a leading retail services agency in the Iberian Peninsula. Our advantage in retail training is not simply our course catalogue: it is the combination of sector expertise, proprietary technology and territorial coverage.
Project flexibility
We offer both in-person solutions and Staff Academy, our own online campus. No format limits, no geographical restrictions. We adapt the programme to your timeline, budget and operational needs.
Territorial scale
With our own offices across the Iberian Peninsula we can roll out any retail training programme simultaneously across multiple locations, with centralised coordination and consistent standards.
Focus on commercial environments
Our Core Learning focuses on disciplines related to sales skills, customer service and point-of-sale management. We do not simply train teams on the product: we teach them how to sell it. That is the difference between generic training and sales training specialised in retail.
Approved by major retailers
We are approved by all the major retail chains and strategic retailers: El Corte Inglés, Hipercor, Alcampo, Media Markt, Fnac, Makro, Dia, Leroy Merlin, Eroski and Carrefour. This enables us to deliver training directly at the point of sale without operational friction.
Integrated Complementary Services
Increase the impact of training with our Mystery Shopping and Retail Audit services: contextualise training needs before the programme and assess the consistency of post-training results in store.
Our Own Temporary Employment Agency
If you need trained staff supplied on a temporary placement basis, our own temporary employment agency supports and advises you on the different hiring models, ensuring operational continuity for the trained team.
More than 20 years of experience
Backed by Staff Global Group, with more than 20 years of experience in retail services and sales training across the Iberian Peninsula. An established partner with proven methodology and measurable results.
Other Retail Service Specialisms
Every point-of-sale activity requires the right service. As specialized retail consultants, we have developed 13 solutions to activate, boost the visibility of, and optimize your brand within the channel.
Point-of-Sale Activation
GPV, task forces, brand ambassadors and specialist promoters to boost your sales right where they happen.
Merchandising
Implementation, restocking, window dressing, POS displays, and shelf management in the mass-market, perfumery, electronics, and drugstore sectors.
Retail Design and Production
Retail interior design, ephemeral architecture, graphic design, and 360º production for stores, pop-ups, and commercial spaces.
Headhunting Retail
As a headhunting consultancy with over two decades of experience in the Iberian Peninsula, we identify, attract, and select executive and strategic talent that understands your business from day one.
Retail ETT
Personnel qualified in visual merchandising, stock replenishment, sales promotion, and field sales/merchandising (GPV).
Mystery Shopping
We evaluate your point of sale using professional mystery shoppers, assessing sales protocols, service, brand presence, and the customer experience.
Point of Sale Audit
We inspect labeling, pricing, stock, layout, POS displays, window displays, and customer service. The fundamental basis of your retail strategy.
Frequently Asked Questions
about Retail Training
What benefits does specialist retail training provide?
Specialist retail training directly improves point-of-sale conversion, increases customer satisfaction and reduces staff turnover. A trained team does more than sell more: it recommends better, builds loyalty and represents the brand consistently in every interaction.
How are retail training programmes customised?
We always start with an initial diagnosis: analysis of the team profile, business objectives, retail environment and product. From there, we design the content, select the format (in-person, online or blended) and define the schedule and success indicators.
What types of skills are developed through retail training?
Consultative selling techniques, customer service, product knowledge, shelf and planogram management, communication skills, brand messaging, team leadership and management of in-store incidents, among others.
How long do the training programmes last?
It depends on the programme and profile. Training modules for demonstrators or store salespeople usually last between 4 and 16 hours. Programmes for store managers or brand ambassadors can run for up to 40 hours in a blended format. We always adapt the duration to the client’s operational constraints.
Can training be subsidised through FUNDAE?
Yes. All our retail and sales training programmes are eligible for subsidies through FUNDAE, Spain’s State Foundation for Employment Training. Companies can recover all or part of the training cost using their available annual training credit. We handle all the necessary management and documentation.
What certification is provided?
On completion of any programme through Staff Academy, participants receive an official digital certificate issued by Staff Global Group. For longer in-person programmes, we issue completion diplomas stating the hours completed, modules covered and assessment result.
What are the advantages of outsourcing retail training to a specialist agency?
Outsourcing retail training to a specialist such as Staff Global Group gives you access to proven methodology, up-to-date content, proprietary LMS technology and a network of trainers with real experience in commercial environments. We also remove the internal operational burden and guarantee programme scalability.
Looking for effective training programmes for your retail team?
Contact our team and we will design a bespoke programme for your brand and channel.
If you are a client, please complete this form.