Every day, your brand’s performance is shaped by the quick, personal conversations between shoppers and associates. They answer product questions, build trust, and help undecided customers make confident choices. They’re the ones who turn curiosity into commitment. Yet despite playing such a critical role, many brands fail to equip them with the tools, training, or recognition they need to truly advocate for the products they sell.
To better understand what really empowers retail staff to recommend a brand, we surveyed over 550 associates in the outdoor, sporting goods, and active lifestyle industries. The answers shed light on what really makes the difference at the point of sale.
The Driving Force Behind Sales: Confidence
Confidence is a game-changer. According to our survey, 76% of associates are more likely to recommend a product/brand they personally use and like. This reveals a simple truth about retail dynamics: the more an associate understands and believes in a product, the more likely they are to sell it.
Here’s what a sales associate thinks is the single most effective way a brand can help them sell products:
- 31% say they need simple ways to explain a product’s value.
- 23% want early product previews and training.
- 30% value incentives and spiffs that recognize their efforts.
Associates don’t need jargon-heavy sell sheets or vague campaign briefs. They need a blend of knowledge, belief, and tools to translate complex products into benefits customers instantly understand.
What Associates Value in Brand Support
Sales associates move products—but only when brands move them first. Our research highlights the tools and support retail staff need to make an impact on the sales floor:
- Timely Training: Forget endless manuals or tech-heavy modules; associates value quick, easy to access and memorable training sessions. Focus on giving them key product highlights and actionable talking points.
- Product Stories Over Specs: Customers connect with stories, not spreadsheets. Encourage the use of personal product stories with compelling narratives about how your product solves problems or outperforms competitors.
- Incentives That Feel Meaningful: Incentives do more than motivate—they show associates that their efforts are seen and valued. They reinforce the role associates play in driving your success.
These contributions matter because retail staff wield real influence in the buyer’s decision process. According to our survey results, customers ask sales associates for personal recommendations nearly every day (74% report it happens daily). Position your brand in a way that makes it the first name they think of during these pivotal moments.
Three Ways to Stand Out Where Sales Happen
We’ve come to see just how important the store floor is when it comes to shaping brand preference. Here are three strategic ways to win in that space:
1. Invest in Real Product Training
Did you know that associates are 31% more likely to feel equipped if they’re trained to explain the value of a product? Tailor your training to align with real-world scenarios. Teach store staff how to convey benefits clearly and effectively during those interactions with shoppers.
2. Show Up and Stay Connected
Only 9% of surveyed associates said brands regularly stay in touch with them. Yet, the brands that show up consistently (whether through regular communication, product updates, or store visits) solidify trust and build lasting loyalty. When your associates feel connected to your brand, they’re far more likely to recommend your products over others.
3. Support Their Storytelling
Associates overwhelmingly lean on personal experiences, with 76% favoring products they’ve tried and liked themselves. Make it easier for them to connect through relatable customer testimonials, demos, or campaigns that amplify a sense of authenticity. These elements arm your team with stories that resonate—not just products to memorize.
Why Personal Expertise Still Matters in Retail
Even in the digital era, customers want the expertise and human connection found in-store. While online reviews and ads raise awareness, associates play the biggest role in those final buying decisions.
A customer may walk into a store with 10 tabs open on their phone, but they’ll turn to a sales associate for guidance when it comes time to decide.
This responsibility offers brands a unique opportunity to create advocates from associates. By equipping them with the right tools, you empower them to not only sell your products and represent your brand.
How to Turn Feedback Into Action
The insights we heard from retail sales associates offer real, actionable guidance for any brand that sells through third-party retailers. When brands show up with the right training, the right incentives, and real support, associates feel confident—and shoppers take notice.
Download the full report to learn what truly drives in-store success and how to better support the people who influence every sale.
Because the store floor isn’t just where products sit—it’s where trust is built, choices are made, and brands earn their place.
