What the one-day programme covers
1. Understanding the sports and lifestyle customer
Participants explore the differences between beginners and athletes, serious and casual users, and customers buying for performance or fashion. They practise identifying customer goals and buying motivations before recommending products.
Practice activity: Complete the Who Is My Customer? persona challenge to recognise different customer profiles and their priorities.
2. Product knowledge that sells
Participants learn to translate technical language into clear benefits customers can understand. They explore how to explain materials, cushioning, support, breathability and durability, then match these features to individual needs.
They also compare unsuitable and suitable recommendations and consider alternatives.
Practice activity: Complete the Technical-to-Human Challenge by turning technical product information into simple, customer-friendly explanations.
3. Lifestyle selling and emotional connection
Participants explore how identity, aspiration and confidence influence purchasing decisions. They practise connecting products to personal goals and sporting lifestyles through brand connection and storytelling.
Practice activity: Take part in Sell the Goal, Not the Product, linking a recommendation to what the customer wants to achieve.
4. Smart upselling, cross-selling and closing the sale
Participants learn to suggest relevant complementary products, recognise buying signals and use choice and recommendation closes. They also consider after-sales interactions as part of the customer experience.
Practice activity: Complete the Complete the Athlete challenge, following the sequence Ask → Diagnose → Recommend → Explain → Close.
