Adam Hankinson, Managing Director at Furniture Sales Solutions, talks about why your team doesn’t need more customers, but just better conversations.

Furniture retailers across the UK are under pressure. With rising costs—including a recent 4% hike in national insurance contributions—many are tightening their belts and re-evaluating where to spend. Understandably, sales training often lands on the chopping block.

But cutting training might be the wrong move—especially when every single customer matters more than ever.

At a time when footfall is unpredictable and conversion is king, sales training isn’t about long-term development alone. Done right, it can deliver short-term commercial results. That was the case for Fairway Furniture, where the sales team saw a 17% uplift in just three months following focused sales training.

Owner and MD Peter Harding said: “The FSS promise of an ‘extra sale per salesperson per week’ is not a rash boast – it’s practically a given if those who have had the training use what they have learnt properly.”

So, what made the difference?

Here are three practical sales strategies used in the training that contributed to Fairway’s uplift—strategies any retailer can start applying:

1. Kill the “Quiet Day” Mindset

One of the biggest barriers to sales performance is the belief that “it’s quiet.” The best salespeople don’t wait for footfall—they focus on maximising every conversation. Whether five or fifty customers walk in, they treat each interaction like it’s the only one that matters. Start measuring quality per conversation, not just volume.

2. Introduce Payment Options Proactively

Customers rarely bring up finance options themselves—but that doesn’t mean they’re not thinking about it. Train your team to introduce options like interest-free credit before price objections arise. And make it conversational. When customers are given clear choices, they’re more likely to commit.

3. Build Trust Earlier in the Sale

Customers today are cautious. Salespeople who take time to build trust—by asking better questions, listening properly, and showing genuine interest—create buying momentum much faster. In a high-consideration category like furniture, trust isn’t a bonus. It’s essential.

These are small changes—but in a pressured retail environment, they add up fast.

And crucially, the results don’t need to be left to chance. The Kirkpatrick Model offers a clear framework for evaluating training effectiveness across four levels: reaction, learning, behaviour, and results. First, did your team enjoy and engage with the training? Second, did they genuinely understand and retain what was taught? Third, are they applying it consistently on the shop floor? And fourth—are you seeing measurable commercial impact? Training that delivers across all four levels isn’t just a nice-to-have—it’s a strategic investment that directly supports your bottom line.

The truth is, you don’t need hundreds of customers to have a great week. You need a well-prepared team that knows how to convert the ones you already have.

The edge doesn’t go to the teams who moan it’s quiet—it goes to the ones with the right attitude and the best professional selling skills.

www.MoreSalesGuarantee.com / www.bigfurnitureshow.com/furniture-sales-solutions