The Retail Sales Handbook
Sales · Nº 70
The Retail Sales Handbook
Displays, Counter, and Store Team: More People Buying, and Buying More, without Cutting Prices
Saturday, the store is packed. So why doesn't the register look like it?
24 tools, a 5-tab spreadsheet, and one example store worked through with numbers: count who walks in, turn more of them into buyers, and sell the second item without a discount.
You get 24 tools to count your foot traffic, find your conversion rate, get the store ready to sell, handle objections at the counter, and write a discount rule your team follows. Plus a store sales spreadsheet, filled in with the example.
A book explains the method. This handbook puts it to work: the tool, a worked example, and a spreadsheet with your numbers.
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
Saturday afternoon. There's a line for the fitting room and people browsing every rack. At closing, you run the register report, and it looks like a Tuesday. All day you heard "I'm just looking" and "I'll come back later," and more than once you knocked something off the price to save the sale. How many people walked in? How many bought? Nobody counted.
THE SPREADSHEET
Store sales spreadsheet
Use the completed example as a reference and enter your business data in the marked fields. Check the instructions and the calculations before you make a decision.
SOUND FAMILIAR?
Three situations this handbook solves
The busiest Saturday of the month
You put a tally sheet by the door and count walk-ins, as groups, by time slot. At closing, you see the store converted worst exactly when it was fullest, with too few people on the floor. Next Saturday's schedule changes.
A customer asks for a discount
Your salesperson doesn't improvise. They go back to the benefit the customer mentioned, then follow the written rule: how much they can give, when it goes to the owner, and what the store asks for in return.
First Monday of the month
The end-of-day sheets are already in the spreadsheet. You compare the month with the last one, see whether traffic, conversion, or items per sale moved, and leave the meeting with one decision.
INSIDE
What you'll find in each tool
Five parts. Start with the store's own math: foot traffic times conversion rate times average order value. Then get the store ready to sell, from the window to the size run on the rack. Then service on the sales floor, from the first sentence to the fitting room. Then add-on sales and a discount rule. Finally, the team, the daily target, and a one-hour monthly review.
WHAT YOU GET
Everything included in your purchase
- The Retail Sales Handbook in PDF: 24 tools, each with a step by step, a worked example, and an exercise
- The store sales spreadsheet in Excel and Google Sheets, with 5 tabs (Store numbers, Store setup, Service, Order value and checkout, Team and routine), filled in with the example
- The Template kit: 13 ready-made texts, including approach lines, a discovery script, objection answers, the discount rule, and the end-of-day sheet
- 2 worksheets to fill in (one-day traffic count and sales floor observation) and a 30-day plan, one week per stage
- Access to your handbook on the Consylion platform
Full table of contents
The 24 tools, in the order you'll use them
Part 1 · Part 1 · The sales floor numbers
- 01The store equationTraffic, conversion, and average order value: see which lever needs work first
- 02Traffic countHow many shoppers really walk in, counted as groups at the door, by day and by hour
- 03Sales floor conversion rateHow many of the people who walk in actually buy, and when the store loses them
- 04Items per sale and average order valueHow much each customer takes home, and where the second item gets lost
Part 2 · Part 2 · A store ready to sell
- 05A window display that sellsTreat the window as an ad with a price, for items you actually have in stock
- 06Displaying complete looksMannequins and racks dressed the way the customer will wear them, so they picture the whole outfit
- 07A full size run on the rackStop losing the sale because the size is in the back or missing
- 08Store ready in 15 minutesOpening and closing checklists, so the first customer of the day gets the same store as the last
Part 3 · Part 3 · Service on the sales floor
- 09An approach that opens a conversationReplace "Can I help you?" with a line that doesn't invite a no
- 10Discovery in four questionsAsk before you show, so the first item is the right one
- 11Presenting the benefitTalk about what the item solves for this customer, not just what it has
- 12The fitting room that sellsWhere the sale gets decided, and why your salesperson can't disappear
- 13Objections at the counterEach "I'll come back later" has a cause, and each cause has an answer
Part 4 · Part 4 · Order value and closing
- 14Add-on salesEvery item has a natural match, and offering it is good service
- 15From the best to the basicShow the best item that fits first, because the first price sets the yardstick
- 16The counter discount ruleA written limit for the salesperson, a limit for the owner, and something in return
- 17Checkout with no line and no surprisesKeep the line at the register from undoing a sale already made
- 18Exchanges that turn into new salesThe customer who comes back to exchange already trusts your store
Part 5 · Part 5 · Store team and routine
- 19Daily targetBreak the monthly target into a number the team can see each day
- 20Scheduling by trafficPeople on the floor during the hours customers are there
- 21Each salesperson's numbersConversion and items per sale show what to coach each person on
- 22The store on a peak dayPlan stock, people, and process weeks before your biggest days
- 23The end-of-day sheetFive numbers in five minutes, before you lock the door
- 24The store's monthly reviewCompare one month with the last and pick the next lever, in one hour
Who it's for
It's for you if
- You run a brick-and-mortar store, on a main street, in a strip mall, or in a mall, and want more of your visitors to buy
- Your store gets busy on weekends and sales don't keep up with the crowd
- You hear "I'm just looking" and "that's too expensive" every day, and the answer is usually a discount
- You want to know what each salesperson does well and what they need to work on
- You work alone behind the counter and want a method that fits a one-person store
It's not for you if
- You only sell online or on marketplaces. See The E-commerce Handbook and The Online Marketplaces Handbook
- You want to hire, train, and pay commissions to your sales team. That's The Sales Team Training Handbook
- You want more people walking through your door. That's The Local Marketing Handbook
- You want a promised jump in sales. This handbook organizes your sales floor and measures whether it improved
Frequently asked questions
I don't have a door counter. How do I count visitors?
With a hand clicker or a sheet with tally marks, by time slot. Whoever counts needs to see the door, usually the person at the register. The handbook includes an hourly count sheet and a one-day count worksheet.
My store is small and I work alone. Is this for me?
Yes. The store equation, the window, the size run, the discovery questions, and the fitting room all work for a one-person store. Part 5 gets shorter: you keep the daily target and the end-of-day sheet.
I don't sell clothes. Does it still apply?
The example is a menswear shop, but every tool shows how it applies to retail in general, and also to services, manufacturing and distribution, and independent professionals who serve customers at a counter. You swap in your own products and numbers.
What's a good conversion rate?
Your own store's rate from last month. Conversion varies a lot by type of store, location, and price point, so the handbook teaches you to compare your store with itself, by day and by hour.
Does this replace training my team?
No. This handbook shows what to do on the sales floor and how to measure it. Hiring, coaching, and paying salespeople are covered in The Sales Team Training Handbook.
How much time does this take?
About 2 hours and 24 minutes of reading, or 6 minutes per tool, plus the exercises. The 30-day plan breaks it into four weeks: count and measure, the store, service, then average order value and routine.
What do I get, and in what formats?
Each handbook is a PDF of about 100 pages with 24 to 27 tools. Every tool has step-by-step instructions and a worked example. You also get the handbook's spreadsheet in Excel (.xlsx), which opens in Google Sheets too, with the example already filled in. The message, policy, and clause templates are in the Template Kit inside the PDF, ready to copy and adapt. Read it in the member area or download the files.
How do I know if it fits my business?
Each handbook's page shows the problem it solves, who it is for and who it is not for, the full table of contents, sample pages, and the company used in the examples. The examples come from small businesses in several industries, with illustrative numbers. If it is not a fit, you can ask for a full refund within 14 days of your purchase, as described in the Refund Policy.
What is the difference between a handbook, an area set, and the Series?
A handbook solves one problem. An area set brings together every handbook and spreadsheet in one of the 6 areas, for less than the price of 5 single handbooks. The Consylion Handbook Series brings together all 100 handbooks and 100 spreadsheets, for less than the price of 8 single handbooks, and includes the next handbooks in the Series. Products outside the Series, from Consylion Life or Consylion Business, have their own price. They are sold separately and are not part of an area set or the Series.
Do I need to read everything before I start?
No. Each tool works on its own. Open the table of contents, pick the tool for today's problem, and start there. You can also read it cover to cover.
Do I need to know Excel?
The basics are enough: open the file and fill in the marked fields. The formulas are already built, and the handbook's example is filled in for reference.
How do I pay, and when do I get access?
By card or bank transfer, as a one-time payment with no subscription. Once your payment is confirmed, you get access to the member area by email. Approved card payments are confirmed right away. Bank transfers are confirmed when the funds clear. If access does not arrive within 24 hours of confirmation, check your spam folder and write to team@consylion.org.
How long do I have access, and how can I use the files?
Access does not expire, and you can download the files for offline use. The license is individual. You may read the handbooks, print them for your own use, and fill in and adapt the spreadsheet and templates with your company's data. If you are a consultant, accountant, or manager, you may apply the tools with your clients and deliver the result of your work, not the files. You may not share, resell, or distribute the files or the access.
How do support and refunds work?
Support is by email at team@consylion.org, on business days, with a reply within 5 business days. It covers questions about access, files, and payment. It does not include consulting or advice on applying the material to your case. You can cancel within 14 days of your purchase, without giving a reason, and get the full amount back through the payment method you used. Send the request to the same email. The details are in the Refund Policy.
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One-time payment of $197.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
Sales · Nº 70
Find out where your store loses the sale
A busy store and a thin register report usually means the sale is getting lost somewhere between the door and the checkout. This handbook gives you the count, the scripts, the discount rule, and the spreadsheet to find where. What you change after that is up to you.
See all 100 handbooks · $197.00
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.