The answer is Everything You Can!
You can have the best product selection in the world at the best prices, but if your staff cannot lead the customer to those products and match the customer to the right product, all you have are full shelves (for which you don't have the money to pay).
You can have the most fun displays and activities in your store, but if your staff is a real downer no one will be having a good time.
You can be the highest-tech, energy-savingest, greenest store on the planet but if your staff is texting their friends instead of greeting the customers, you're still just wasting valuable space and resources.
Your staff is the make-or-break difference in the profitability of your store. They either point customers to products and get out of the way or they create meaningful, lasting relationships that make your customers bring you more customers.
Roy Williams was once asked "But what if I train them so well they leave?" His response was, "What if you don't train them and they stay?"
The fourth quarter is right around the corner. Now is the time to start training, and training, and training, and training.
Rule of thumb... If you can do more training, then you haven't done enough.
PS Don't know how to train? I laid it all out in an easy-to-understand format in the eBook Staff Meetings Everyone Wants to Attend. Be sure to also download the one-page worksheet I use for planning fun, informative and effective meetings.
PPS Don't know what to train? Check out my latest eBook Customer Service: From Weak to WOW! If that doesn't at least spur on some interesting conversations, I'll be surprised.