If you’re operating a brick and mortar operation and your sales are dwindling, are you thinking it’s because consumers are spending more time checking out merchandise online than off? Truthfully, if the consumer has been shopping online and they are visiting your store it means they know what they are looking for and they want to buy it from you. It’s very possible to convert an online browser to a buyer, but if your employees lack the necessary training to do so, it could be an endeavor that goes downhill quickly. Could your employees, even without intention, be sabotaging your potential sales? Are your employees changing buyers into window shoppers and browsing consumers instead? [caption id= attachment_20876 align= alignleft width= 459 ] Your employees shouldn't be Tweeting. They should be talking to your customers.[/caption] The way your employees engage with the consumer can make or break a potential sale. Consumers like to buy things for others as well as themselves, and the amount of money being spent is of no consequence. There is a high people get from shopping, and there are certain things that employees can do to bring a consumer down from that shopper euphoria quickly. For instance, if your employee tries to control what the customer is doing, becomes too pushy in an effort to make a sale, or doesn’t acknowledge the shopper at all, the shopper’s desire to shop dwindles as fast as pouring water on a raging fire. Rather than complain about their discontent, these same customers will leave your establishment and shop somewhere else. Employees who are standing around, yawning, slouching, or simply appearing bored out of their minds: It proves a real bummer for the consumer. You need to train your employees to always look busy, interested, and engaged. If an employee has a desire to be right all the time, it can prove a problem during employee and customer interactions. Understanding a concept or explaining a product’s features is fine, but starting out acting like a know it all will make the shopper feel uncomfortable. Keeping The Customer In A Comfortable Shopping Mood Employees need to do everything possible to keep the consumer in that comfortable shopping mood. Are you a retailer that would like to learn how to compete with the big-box stores? Find actionable tips and advice with Retail 101 . The people you hire represent your store and need to always have a professional appearance. Looking disheveled is a sure fire turn off for consumers looking to shop in an professional environment. Additionally, if your employees demonstrate a brand preference to a consumer, it may turn the consumer away from the idea of buying the original product they were considering: This is losing you a sale. It’s a good idea to teach your employees to show an unbiased consideration of all products. Employees acting as if the consumer is an interruption and cutting in on their time is an employee you can do without. The customer is the employee’s entire reason for working for you. Get the employee to drop the cell phone, stop chatting, and to interact with the customers like they are supposed to do. It’s imperative that your employees make consumers feel welcome, comfortable, and important.