Adequate training in any field makes better workers because it provides them with the tools to increase their efficiency, which results in benefits for the company that hires them. Salespeople in retail businesses are the visible face of the business and their ability to convince, their dealings with the customer and their knowledge of the product, among others, is the key to achieving a successful sale, coaching retail is the way to ensure that sales workers have these tools and use them to the benefit of the company, contributing to both profits, as they become correctly trained workers and the company obtains benefits for the same reason.