Area Sales Trainer

Summary:

The Area Sales Trainer serves as the face of sales training in our stores. They serve as the primary representative of translating training programs into consistent selling behaviors and measurable results. This role partners with store leaders to strengthen coaching effectiveness, drive associate performance, and provide actionable insights on training adoption, operational execution, and opportunities for improvement across assigned stores.

Job Responsibilities:

Store Coverage & Field Execution

• Execute a structured store visitation schedule that ensures consistent coverage of all assigned locations.
• Arrive prior to store opening and maximize time on the sales floor to observe performance, coach associates, and support business objectives.
• Maintain a regular field presence to assess execution, identify opportunities, and reinforce sales standards and best practices.

Training Delivery & Morning Meeting Facilitation

• Lead engaging and focused pre-opening training sessions that reinforce key sales skills, product knowledge, promotions, and daily performance objectives.
• Support development of and distribution of standardized meeting content and facilitation tools for store leadership to utilize between coaching visits.
• Ensure training delivery remains consistent, relevant, and aligned with organizational priorities and sales goals.

Sales Floor Coaching & Performance Development

• Observe and evaluate live customer interactions using established coaching and observation approaches.
• Provide actionable feedback to improve sales effectiveness, customer engagement, and execution of the sales process.
• Demonstrate and model best-practice selling behaviors through live customer interactions when appropriate.
• Reinforce core selling disciplines, including customer greeting, needs discovery, T.O. execution, financing discussions, and protection plan presentations.

Associate Training & Skill Development

• Deliver individual/group training sessions based on performance data, observed skill gaps, and business needs.
• Facilitate role-plays, product knowledge training, skill-building workshops, and development activities designed to improve associate performance.
• Identify opportunities for retraining and continuous development to strengthen sales capabilities across the territory.

New Associate Onboarding

• Guide new associates through onboarding programs, ensuring successful completion of required milestones.
• Conduct skill certifications and readiness assessments prior to granting full sales floor independence.
• Support associates throughout their first 180 days through structured follow-up, coaching, performance check-ins, and developmental guidance.
• Identify and communicate potential performance or retention risks to store leadership and recommend appropriate interventions.

Leadership Coaching & Enablement

• Partner with store and sales managers to strengthen coaching effectiveness.
• Support the development of a strong coaching culture focused on continuous improvement and associate growth.

Communication, Reporting & Continuous Improvement

• Provide regular feedback and reporting to leadership regarding store performance trends, skill gaps, coaching outcomes, and development opportunities.
• Communicate observations related to sales processes, product knowledge, customer experience, and operational execution.
• Identify top-performing associates, recognize best practices, and share opportunities for improvement.
• Gather and communicate field feedback regarding training programs, products, promotions, and organizational initiatives.

Learning Systems, Operations & Budget Management

• Lead training and readiness efforts for new product collections, promotions, financing programs, and operational process changes.
• Ensure store teams understand and effectively execute new initiatives prior to launch.
• Partner with business stakeholders to support successful adoption and implementation of organizational changes across the territory.