Strengthen Your Team’s Selling Abilities with Practical, Hands-On Programs Designed to Improve Sales Performance
Sales is not just about offering a product or service—it’s about building trust, asking the right questions, and guiding customers towards the right decision. At SH Retail Academy, we deliver HRDC claimable sales training programs that help teams in retail and telesales roles grow their confidence, sharpen their technique, and close more sales.
Our approach is grounded in real-world selling. The training covers customer understanding, communication techniques, and story-based selling. Your team won’t just learn—they’ll practise, get feedback, and walk away with clear, ready-to-use skills.
Whether you’re running a store, a call centre, or a growing sales department, this training helps your people stand out in a competitive market.
What Our Sales Training Programs Offer
Our sales training programs are designed to deliver immediate value to your team. The sessions are structured, practical, and built around the day-to-day challenges that salespeople face.
Who Will Benefit Most from This Training?
Sales skills training is suitable for a wide range of professionals who interact with customers or lead sales teams. Whether you’re just getting started in sales or have years of experience, the skills we teach are practical, usable, and easy to apply.
This includes:
- Retail sales staff who want to improve their in-store selling approach
- Telemarketers and call centre agents needing better call structures
- Sales executives who want to close more consistently
- Customer service teams who cross-sell or upsell
- Sales leaders looking to coach and develop their people
- Business owners who sell directly to clients
If your team needs a fresh way to connect, close, and convert this training will help.
Key Selling Skills Covered in the Program
We focus on the skills that matter most in today’s sales landscape. Every module is built to address specific challenges faced in retail, telesales, and B2C environments.
Key skills include:
- Reading Buying Signals: Recognising verbal and non-verbal clues that show a customer is ready.
- Asking Better Questions: Learn open-ended, probing questions that get meaningful answers.
- Product Positioning: How to match what you offer with what the customer values.
- Handling Hesitation: What to say when a customer says “I’ll think about it.”
- Telling a Sales Story: Show, don’t tell use stories to explain value and stand out.
- Closing Without Pressure: Encourage decisions without pushing or discounting.
Focused Retail Sales Training
Retail staff face challenges like limited time with customers, distractions in the store, and high pressure to perform. Our selling skills training helps team members connect quickly, guide buyers effectively, and create a lasting impression.
Retail modules include:
- Greeting customers in a natural and helpful way
- Reading customer behaviour and adjusting the approach
- Showing product value through storytelling
- Increasing average basket size through smart add-ons
- Handling returns or complaints with care and confidence
- Creating memorable service that drives return visits
Retail isn’t just about foot traffic it’s about what you do with it. We help your staff turn interest into action.
How Our Retail Sales Training Makes a Difference
Over time, even experienced teams can develop habits that reduce performance. Our training helps reset and sharpen those habits. It’s ideal for stores that want to:
Better Customer Connection
Your team learns how to greet and talk to customers in a friendly, helpful way that builds trust right from the start.
Higher Sales
Conversion
Staff learn simple steps to guide customers from browsing to buying, helping turn store visits into real sales.
Stronger Product Knowledge
We teach how to explain product benefits clearly, so your team can answer questions with confidence and recommend the right items.
Improved Upselling
Skills
Team members discover how to suggest extra items naturally, increasing the overall basket size without sounding pushy.
Confident Handling of Concerns
Staff are trained to deal with customer complaints or doubts calmly and turn negative situations into positive ones.
Consistent Team Performance
Everyone gets the same tools and techniques, helping your store deliver a consistent and professional service across all staff.
Promoter Program
a. Uncover and leverage on 6G to become a customer magnet and make customers like you.
b. Apply the 3 IP that will multiply your personal value as a promoter.
c. Showcase any product with a simple ABC model to succeed.
1st G – 3rd G
- 6G Promoter Skills
- The Need To Upgrade Our Image
- 3 IP Personal Value Template
- Case Study: China’s Breakfast Chain
From 3G To 6G
- Lead Customer With ABC
- The Funnel Effect
- The Checklist Of A Great Demonstration
- Senheng Case Study: Guiding Customers With Rewards
5th G
- SHRA Success Formula
- The Key To Win Customers
- Case Study: How Did Li Jiaqi Become So Popular?
- Long Term Impact Of Emotional Engagement
6th G
- Being Thankful
- Saying Thank You To Customers & Employees
- Keeping Your 6G Treasures
Product Confidence Skills
a.Increase self-confidence and customers’ confidence towards product
b. Cultivate positivity in managing themselves and others
c. Increases self-discoveries of their own skills and knowledge
Understanding and Exploring Yourself
- What Am I
- Importance of Knowing Oneself
- Understanding Current State of Mind
- How Self-Confidence is Built
- Power of Self-Exploration
Selling with Confidence
- What Makes Selling Product Fail?
- Common Problems in Unsuccessful Product Selling
- Understanding the Impact of Failure
- Self Confidence and Selling
- Visualize success
Build Confidence and Win Sales
- Confidence equal to Success
- 5 Keys in Building Confidence
- How It Impact What You Think
- Overcome Self-Doubt
- How to do it right?
Every Product Have A Story
- What USP?
- Understanding the Needs of USP
- Importance of Creating USP
- Differentiation Strategy
- Selling with USP
USP Canvas
- What is the Current Selling Skills?
- Understanding Your Customers
- Selling with U.N.I.Q.U.E
- Importance of Having USP Canvas
- My UNIQUE Canvas
Continuous Self Establishment
- Discover Key Competencies to Success
- Identifying Own Strengths
- Identifying Own Opportunities
- Explore Possibilities To Improve Productivity
- Taking it Into practice
Mastering Sales Conversations, Up selling and Cross-selling
a. Leverage on social media strategies in new retail selling
b. Master the key to answer anything customers could ask you
c. Practice top power words in sales to increase customers’ buy-in
d. Discover the right follow up mindset and techniques to boost sales conversion
New Retail Selling & Approach
- Challenges With Traditional Retail Sales
- Senheng Case Study: Leveraging On Social Media Strategies In New Retail
- Case Study: Joe Girard Success Formula
- Approach Hacks
Art of Talking
- The Key To Answer Any Customers’ Questions
- Techniques To Respond When Customer Said “Too Expensive”
- Case Study: Earning TWD 20 Million In 6 Months
- 6 Powerful Closing Methods
Upselling & Cross-Selling
- Activity: What To Upsell/Cross-Sell?
- Case Study: Senheng’s Upselling & Cross-Selling Strategies
- Practice Your Sales Mojo Words’
Follow Up
- Sales Motivation
- Challenges With Sales Follow Up
- The Right Mindset & Techniques To Follow Up
- Follow Up Template For Customers’ Tracking
Sales Management
a. Discover intrinsic motivation to persist and succeed in sales
b. Understand the change in sales professional value in 21st century sales methodologies
c. Breakout from sales pitfalls
d. Formulate sales strategies and sales that will work for you
e. Develop a powerful sales success habits
f. Attain refresher to key sales skills
Sales as a High-Paying Career
- Why is sales for me?
- Evolution in Sales Methodologies
- Sales as a rewarding profession
- Sales management introduction
Standing Out in Sales
- Motivation strategies of successful Sales People
- Getting the Grit Going: Jack Welch’s 3Ss of Winning
- Dealing with cognitive challenges and fears in sales
- How to motivate yourself everyday
Sales force Metrics
- Essential sales management skills
- The Manageability of Sales Force Metrics
- Building the right framework for Sales Metrics
- “Reversed Engineered” Chain of Sales Metrics
Sales Activity Management
- Power Sales Routine
- Customer Journey Map: Think like Your Customers
- The Science of Purchase Decision Making
- Evaluate the competitiveness of what you are selling
Self-management Action Plan
- What’s your sales vision
- Create your personal sales toolbox
- Ways to evaluate and improve your own sales performance
- How to track your own sales data
Telemarketing for Sales
a. Leverage of proven telemarketing formula by Senheng Electric (M) Sdn Bhd, used by more than 1000 sales partners.
b. Learn to convince customers via telemarketing using hypnotic language
c. Gain the 3 simple yet powerful language techniques to convince and get buy-in from your customers.
d. Build up online confidence and social media hacks in telemarketing
e. Master the 4-step method (P.A.R.T) to convert your customers during follow-up calls and achieve your sales target.
Introduction to Telemarketing
- Sales & Telemarketing
- Evolution of Telemarketing
- Case Study: Senheng Telemarketing Journey
- Telemarketing as a Covid19 Business Window
Overcoming Telemarketing Barriers
- Winning Strategies in Telemarketing
- 3Ps Problems Most Telemarketers are Unaware of
- Asking The Right Questions in Telemarketing
3-Step Success Formula in Telemarketing
- Tackling Different Types of Customers
- 3Cs Method to Build Rapport and gain trust
- c3 Powerful Hypnotic Language to Convince Customers
Step-by-Step in Telemarketing Call
- Tips and Hacks to Achieve Telemarketing KPI
- Right Steps to Kickstart Telemarketing Strategically
- Telemarketing Elevator Pitch
- Converting your Customers with 4-Step Method in Follow Up Calls
Story Selling Skills
a. Apply methods for delivering a customer-centric story in an engaging way
b. Recognize opportunities to use stories when selling to foster dialogue, encourage customers to think in new ways, and inspire them to take action
c. Characterize the components of an effective story and use those elements to structure a story that is relevant, memorable, and emotionally compelling
d. Use stories at multiple points in the sales process to build credibility, raise and explore issues with customers, differentiate organization from the competition, and demonstrate value
Introduction to Story Selling in Marketing
- What is Selling?
- What is Story Selling
- Types of Story Selling
- Importance of Story Selling
- Exercise the Muscle of Imagination
Storytelling VS Human Mind
- Influence of Story Telling
- Benefits of Story Telling
- How Story Triggers the Human Mind?
- Storytelling VS Persuasion
- Ways to Use Storytelling to Persuade
Story Telling VS Story Selling
- Common Problems in Selling
- Challenges faced in Selling
- Ways to Find Common Ground
- Importance of Having Common Ground with Customers
- How it Influence the Customers?
Building Your Own Story
- Finding Out the Strengths
- Techniques to Create Story
- Relate Personal Story with Selling
- Common Problems in Story Selling
- Shapes A Story Teller Mindset
Empathy in Story Selling
- Common Problems of being Emotional
- Common Practices of being Apathy
- Ways to Relate Back to Customer Story
- Importance of Empathy
- How Empathy Holds on to Customers
Go Beyond the Story Selling
- Introducing the 7 Steps of Arts of Storytelling
- Finding the Internal and Externals Goals in Story
- Using Others to Push Others
- Ways to Discover a New Opportunity in Story
- How to end a Story that Catch People’s Heart.
Sales Skills: The Blue Ocean Way
a. State the success formula for super salesmanship.
b. Use insight selling to achieve increased sales conversion.
c. Connect with customers, overcome objections, and close sales confidently.
d. Recognize the right sales style to handle different types of customers.
Super Salesmanship
- Super Salesmanship Success Formula
- Senheng Super Salesmanship
- The Evolution of Sales
- 5 Mental Conditioning of Super Salesperson
Reading Shoppers Mind (Part 1)
- Types of Sales Approach
- Insight Selling – The New Solution Selling
- Breaking Customers’ Status Quo
- House of Dreams
Reading Shoppers Mind (Part 2)
- Approach Customers the Right Way
- Rule of Sales Talk to Close Sales Effectively
- Customer’s 8 Psychological Steps in Purchasing
- Closing Techniques
Power Strategies to Boost Sales Performance
- Different Type of Customers, Different Sales Styles
- Moments of Truth
- Powerful Sales Questions to Ask Your Customers
- Tips to Improve Your Customer Post Sale Experience
Building Long Term Relationship Through Telemarketing
a. To calculate customer lifetime value
b. To improve customers’ buy in from telemarketing
c. To master strategies to engage with customers for long-term relationship
d. To be able to convert objections to opportunities in sales without being too pushy
Sales Vs Telemarketing
- What Is Telemarketing?
- Goose and Eggs
- Core Principle of Telemarketing
- Case Study: Senheng Growth Strategy
Preparing For Telemarketing
- Telemarketing Core Phases
- Pre-Telemarketing Checklist
- VAK Communication Technique
- cGood Sales Voice
During Telemarketing
- Building Rapport
- 3F Magic Words
- Practice Session
- Template: Structuring Calls
After Telemarketing
- The Power Of Follow Up
- Peel The Onion
- Template Handling ObjectionsCase Study: Maxis
NLP for Sales Champion
a. Understand the concept of “People Buy People”
b. Identify important mindset to overcome external challenges
c. Examine the strategies and techniques used by successful businessmen and salespersons
d. Improve the ways to manage team and create champion team
Session 1
- The Essence of NLP
- Attracting Success Through NLP Positive Thinking
- Overcome F.E.A.R with NLP
- Take charge and conquer the “critic” in you
- Build confidence with NLP body language techniques
- Daily NLP Success Routine
P1 & S-Coin Selling Skills
a. Understand the concept and story behind P1 membership
b. Explain the benefits and core values attached to P1 membership
c. Identify different strategies and skills in selling P1 membership & S-Coin
d. S-Coin contribution to sales and RFM
Session 1
- Story Behind P1
- 3 Core Values of P1
- Benefits of P1 Membership & S-Coin
- Skills & Strategies Behind P1 Membership Selling & S-Coin Selling
- Attract Customers Using P1 & S-Coin
Telemarketing Engagement
a. Understand telemarketing role in customer engagement map
b. Master strategies to engage with customers for long-term relationship
c. Demonstrate effective telemarketing techniques
d. Convert objections to opportunities in sales without being too pushy
Session 1
- Telemarketing role in the sales process
- Power of Telemarketing
- Essential Preparation For Effective Telemarketing
- The importance of Right Message
- Successful telemarketers attitude
- The Don’ts to Avoid In Telemarketing
- Using Telemarketing As Engagement Tool
- Differentiating Yourself From A Scammer
Winning with P1 & Telemarketing (F2F)
a. Explain the benefits and core values attached to P1 membership
b. Identify different strategies and skills in selling P1 membership & S-Coin
c. Understand telemarketing role in customer engagement map
d. Master strategies to engage with customers for long-term relationship
e. Demonstrate effective telemarketing techniques to convert customers without being too pushy
Session 1
- Telemarketing role in the sales process
- Power of Telemarketing
- Essential Preparation For Effective Telemarketing
- The importance of Right Message
- Successful telemarketers attitude
- The Don’ts to Avoid In Telemarketing
- Using Telemarketing As Engagement Tool
- Differentiating Yourself From A Scammer
Sales Performance Improvement Plan 3.0 (Part 1+2)
a. To get 29 % increase in closing sales
b. Willingness to commit
c. Improve product knowledge
d. Improve confidence
Part 1
- Creating A Good And Long-Lasting Impression For Customers
- Small Talk With Different Types Of Customers (New, Existing & Loyal)
- Tips To Stay Available For Customers Want To Shop On Their Own
- Reading Body Language and Non-Verbal Cues During Conversation
- Modern Ways To Acquire And Approach Customers Via App Downloads & Livestreaming
Part 2
- Selling With G.U.E.S.T. and USP of Senheng
- Selling Strategies Using P1 Membership & S-Coin
- Senheng 2G Standard of Service
- Grooming: Creating Good Impression Greeting: Showing Courtesy And Welcome Customers (Ready To Sell)
Sales Performance Improvement Plan 3.0 (Part 3)
a. To get 29 % increase in closing sales
b. Willingness to commit
c. Improve product knowledge
d. Improve confidence
Part 3
- Techniques To Stop Begging For Sales And Start To Influence Sales
- Importance Of Preparation To Become Star Performer In Sales
- Winning Customers’ Hearts By Paying Attention To Details
- Overcoming Fear Of Failure At Work
- BEK Toolset To Improve Sales Confidence
Sales Performance Improvement Plan 3.0 (Part 4)
a. To get 29 % increase in closing sales
b. Willingness to commit
c. Improve product knowledge
d. Improve confidence
Part 4
- Product Category
- Product Type
- Product Need and Use
- Uplift Product Experience and Product Care
- Who is Market Leader for this product
- Easy Substitute for This Product
- Competitor Analysis of This Product
- Product Demo and Role Play
Super Sales: Mindset
a. Success Is For Everyone
b. Our Brain Are Powerful
c. Your Mindset Can Be Reset
d. Now, Is The Best Time To Change
- Overview of growth mindset
- Recognize the issue and how to overcome
- Cause of fixed mindset
- Habits for positive mindset
Super Sales: Motivation
– To provide motivation and empower sales partners to excel in their roles through a dynamic and impactful series, fostering a high-performance sales culture.
– To recognize and appreciate effort, not just outcomes, to reinforce positive behavior.
Tik Tok Short Video Creation
- Understand the landscape of modern retailing, focusing on new media’s role and impact.
- Learn methods to attract and retain customers, emphasizing the use of the Senheng app and its benefits.
- Understand the importance of Google reviews and online reputation management in modern retailing.
- Overview of New Media in Retail
- Role of Social Media and E-commerce Platforms
- Leveraging the Senheng App for Customer Engagement
- Importance of Google Reviews in Retail
- Managing and Responding to Online Feedback
4R Sales Productivity (Part 1)
Identify customer types, buying signals, questions, interest, timing, closing techniques
- Understand 5 Different Types Of Customers And Their Buying Needs
- Observe Different Types Of Buying Signals
- Asking The Right Questions To Uncover Buying Signals
- Differentiate Between Genuine Interest And Showing Courtesy
- Find Right Timing To Close Sales
- Apply 6 Techniques To Close Sales
4R Sales Productivity (Part 2)
- The Art of Communication
- 4 Common Types Of Sales Objections And How To Respond
- 5 Steps To Turn Objections Into Sales
- Techniques To Stop Begging For Sales And Start To Influence Sales Like A Pro
- Emotional Intelligence In Handling Sales Objection
- Building Trust And Credibility During Objection
- The Art of Communication
- 4 Common Types Of Sales Objections And How To Respond
- 5 Steps To Turn Objections Into Sales
- Techniques To Stop Begging For Sales And Start To Influence Sales Like A Pro
- Emotional Intelligence In Handling Sales Objection
- Building Trust And Credibility During Objection
4R Sales Productivity (Part 3)
- Understand Psychological Needs Of Customers
- Serve Customers Before Selling
- Magic Rapport Building Formula To Get To Know Customers Better
- Providing WOW Customer Service Using Kano Model
- Building Customers’ Loyalty And Retention Using RFM Mode
4R Sales Productivity (Part 4)
- Matching Product with Customer Needs
- Create Professional Product Recommendation Using Multi-Brand Selling Strategies
- Simplifying Customers’ Purchasing Decisions Using SNAP Technique
- Demonstrate Product USP Using Customers’ Lifestyle And Language
- Using NLP Technique To Convince Customers To Take Action
Let’s Strengthen Your Sales Team—Get in Touch Today
Your team deserves sales training that works not just theory, but tools they can use on the floor or on the phone tomorrow.
Whether you run a single retail outlet or a national chain, our selling skills training can help your people sell with confidence, structure, and heart.
Our Retail Sales Training Can Help You To
State the success formula for super salesmanship.
Use insight selling to achieve increased sales conversion
Recognize the right sales skills to handle different types of customers.
Proven Case Study For Our Retail Sales Training
In 2 Months Sales Improvement Program (March- April 2022)
- 125 salesperson have been trained
- Top sales performance is 652.66% (7 times higher compared to sales before training)
- Average percentage in improvement: 22.30%
Sales Before Training
RM 9,019,260.16
Sales After Training
RM 10,270,188.97
Total Sales Improvement
RM 1,250,928.81
Average Improvement
22.30%
What Our Client Say
About Our Retail Sales Training
Ee May was fantastic- learnt a lot during the class and she kept us engaged and was funny as well. Looking forward to learn more from her!
This program has given me a clear direction on how to organize my telemarketing content to my audiences.
Our Client
Frequently Asked Questions (FAQ)
What is covered in your sales training programs?
Our programs cover the full sales cycle—greeting, discovery, presentation, objection handling, closing, and follow-up. We focus heavily on storytelling, structured communication, and confidence-building. Each session is interactive and focused on practical skills.
Is your sales training HRDC claimable?
Yes, all our programs are fully HRDC claimable under the SBL-KHAS scheme. We guide you through the process from start to finish, including submitting the relevant forms and supporting documentation.
How long are the programs?
The programs range from half-day to two-day sessions. You can choose the length based on your team’s availability and the depth of content needed. We also offer refresher courses for past participants.
