Effective retail sales: sales management, employee motivation, reporting and controlling

Intensive training course for retail executives, store managers and showroom owners.

The seminars are to be purchased in full bundele. You can also purchase blitz consulting, it's paid expert consulting for the participants of training, covering the issues explored (the number of seats is limited).
You can check the upcoming training dates with your manager
5 days
Every day: 11:00 - 18:00
Certificate Fashion
Consulting Group


Seminar 1
Retail Economics:
  • Estimation of costs and Sales Planning;
  • Store Economics and Product Assortment;
  • Employee Motivation: a need for KPI for sales representative;
  • Trade Marketing: discounts and sales stimulation strategy;
  • Managing Seasonal Sales: fluctuations and stock balances.
Seminar 2
Operating model during economic downturn:
  • Where is the main focus for retail store during economic downturn? Forecast of sales and metrics for purchasing power decrease;
  • Cost reduction strategy. How to work with customer loyalty?
  • Consumer behaviour during crisis. How to attract customers?
  • Reducing a Direct Cost;
  • Fixing errors in the commodity matrix.
Seminar 3
Sales promotions and stock balances:
  • Algorithms for balancing stocks. Distribution channels and methods of selling stock;
  • Differences between wholesale and retail buyers;
  • Visual Merchandising methods to attract customers;
  • Added Value: what additional services stores can provide to customers at no additional cost;
  • Building sales and discounts and special promotions calendar;
  • Metrics to measure success of sales offers.
Seminar 4
Technology to increase sales:
  • Methods of learn about your Target Audience;
  • Choosing sales technology based on target audience requirements study;
  • Setting up a price matrix;
  • Assortment optimization based on target audience requirements;
  • Seasonal Sales Planning: relation of target audience, price matrix and calendar plans;
  • How to adjust your sales plan based on competitor’s sales strategy; changing weather conditions.
Seminar 5
Successful retail store in an era of rational consumption:
  • Key 10 Trends of consumer behaviour in 2022;
  • Loyalty Audit: How do you measure effectiveness of loyalty programs?
  • New customer loyalty program development.
Natalia Chinenova
Natalia Chinenova

Head consultant “Business technologies in retail”

Leading expert in Franchising and Distribution

Lead Analyst of the Centre “Management and Communication in Fashion Industry” at NRU HSE

Practitioner in setting up Retail Business from scratch, development and management of retail chains with work experience in retail over 32 years. Former CEO of SELA Corporation. In 2010 Natalia was awarded with ‘Retail manager of the year’ in All-Russian Championship ‘Golden chains 2010’ for the highest effectiveness during the economic crisis.

In-class daily sessions from 11am to 6pm (8 academic hours).
The class is held in the form of active engagement between students and coach. For successful training and study of theoretical material, the program includes coaching sessions, workshops and case-study.
Blitz consulting sessions are carried out online, the schedules are subject to be negotiated with participants.

Each session includes print out materials developed by author exclusively for the program.
The price of 'blitz' consulting equals 24,000 rubles (20% off) when paid simultaneously with payment for the seminar.
5 days 57 800 RUB
Blitz consulting 30 000 RUB
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