Bermuda retailers are losing business because most associates have not been trained to sell and few respect their profession, according to an American communications expert, trainer and author Dr. Leil Lowndes.

"Bermudian retailers are loosing many thousands of dollars due to the lack of sales training or 'sales mentality' of many of their employees," said Dr. Lowndes president of Applause Training Inc.

She has come to town this week to teach local sales staff the techniques and attitudes they need to be successful in their professions.

She is the author of half a dozen books including the bestseller How to Talk to Anyone and counts among her US clients The Walt Disney Company and Shell Oil.

While her workshop is a new offering through the Bermuda Employer's Council, Dr. Lowndes is hardly new to Bermuda.

She has offered other previous seminars at the BEC and conducted numerous in-house training programmes at businesses around the Island.

As a regular visitor and former resident of the Island ? she grew up here ? she is passionate about brining Bermuda retail to a higher level.

In her visits to shops around the Island, she has noted that most local sales associates have never been taught how to sell so they do not know how to turn a hesitant customer into a buyer and a one-time-buyer into a lifetime loyal customer.

"They don't realize the sales power of asking the customer the right questions, listening to them, and making suggestions," she said adding that even worse many do not even realise that a smile and friendly body language are part of their job and the first step in closing the sale.

"May I help you?" is not enough, according to Dr. Lowndes who says there are all kinds of different ways of keeping customer and making a sale, which unfortunately Bermudians have not been trained in.

Key steps to opening and closing sales include making eye contact and acknowledging the customer's presence.

Treating merchandise as well as the customers with respect is also highly important.

For instance, she recommends that sales associates should carry each piece of merchandise as if it were a $5000 gown.

Cross selling, team selling and subtle closing techniques also bring sales to the till. Listening to customers is also key.

"By listening to them, sales associates can visualize their needs much more so they can make suggestions on another product that might go with it and then depending on what they assume might be price range of a customer showing them the right things," she said.

Some of the problems with poor customer service in retail stores boils down to the fact that many sales associates view their jobs as entry-level positions rather than as professions. It is a misnomer; Dr. Lowndes plans to turn around.

"Sales can be one of the most respected professionals and one of the most fascinating because you have to be a psychologist, psychiatrist, advisor.

"You also become the friend of the customer to create loyalty," she said adding that while entry level retail sales jobs may not command as high a salary as service positions in international business, good sales associates can take their profession a lot further and eventually earn more money.

"Truly sales is one of the professions where you can earn more money than practically any other profession if you become good at," Dr. Lowndes said.

She added that people who are successful in sales will be spotted in such a small community and have a plethora of opportunities to rise to positions with higher salaries.

"Many sales mangers become CEOs because they have done so well so upward mobility of sales is phenomenal," she said.