Building a retail sales team that performs well, lasts long, and represents your brand with pride isn’t easy.

At Oscar Isberian Rugs, a third-generation, family-owned rug retailer serving Chicago since 1920, the team sells rugs by building trust, relationships, and a lasting legacy.

With staff who’ve stayed for decades and a philosophy rooted in service over policy, their story offers a model for independent retailers focused on building a retail team that leads with true values. 

Learn five retail sales team tips from Oscar and Sarkis Tatosian, backed by real, actionable lessons from their century-old business.

1. Hire for the Long Haul

The team at Oscar Isberian Rugs prioritizes hiring people who align with the company’s values and vision for the long term. As a result, team members stay for decades. The company is home to employees who’ve been with them for 20 to 40 years, including sales associates, service coordinators, and even warehouse and delivery staff. That level of loyalty is rare in retail. 

Many hires have come through referrals and longstanding community-centered relationships, which reinforces a culture of trust and reliability.

Instead of hiring just to fill immediate needs, build your retail team with people who are ready to grow with your business. Look for individuals who value consistency, care about your mission, and are willing to learn the depth of your product and the meaning behind your brand. Investing in the right people upfront can lead to a stronger, more stable business over time.

2. Build a Culture of Empowerment

At Oscar Isberian Rugs, the staff aren’t burdened by rigid scripts or approval chains. The company culture is built around confidence, autonomy, and problem-solving, which allows every team member to act quickly in the customer’s best interest without needing to check with a manager.

Co-owner, Sarkis, explains that the customer service policy is simple: “There is no customer service policy. It’s just whatever they ask for, we do.”

In practice, this looks like:

• A salesperson coordinating rug pickup on Christmas Eve, because it mattered to the customer.
• Allowing customers to take multiple rugs home to try, then picking up the ones they don’t want to keep.
• Communicating directly with clients via text or email, without needing approval.
• Handling complaints or adjustments immediately. No “let me talk to my manager” delays.

When employees are trusted to take initiative, they deliver faster, better service, and feel more connected to their role. It’s important to build confidence through training, then give your team the space to act because empowered staff create empowered customer experiences.

3. Empower Your Team to Lead with Ownership During Every Interaction

At Oscar Isberian Rugs, sales team members act as personal guides throughout the entire purchasing process. From first contact through in-home trials, delivery coordination, and final decisions, one person remains the constant point of communication. This approach cuts down confusion and keeps the experience personal, consistent, and efficient.

Encouraging this kind of ownership helps your team work more confidently and effectively. Invest time in training your team to manage multiple touchpoints and trust them to make decisions in real time. When team members own their relationships from start to finish, customers feel taken care of, and your store runs with fewer handoffs, mistakes, or missed opportunities.

4. Instill Pride of Place Through Product Storytelling

At Oscar Isberian Rugs, the showroom is a carefully curated space that reflects the artistry and history of the products on display. The team pays close attention to every detail, from the way rugs are folded and placed to the atmosphere of the room during client visits and events. 

This pride in presentation comes from a deep respect for the product and the stories it carries. It’s a mindset that elevates the retail experience for both the team and the customer.

When in practice, this can look like:

• Preparing the showroom as if welcoming guests into a home.
• Sharing the origin or technique behind a specific rug with a client.
• Displaying rugs in a way that tells a visual story.
• Treating cleaning and restoration with the same care as selling.

When your team understands and values what they’re selling, their passion becomes part of the customer experience. Train employees on product specs and product stories. When they see themselves as curators of something meaningful, they’ll naturally deliver a richer, more respectful retail experience.

5. Deliver Service That Extends Beyond the Sale

At Oscar Isberian Rugs, customer relationships last generations. Many clients are second or third-generation buyers who return because they trust the team to take care of their needs. That trust is earned through ongoing service that includes rug cleaning, repair, restoration, and even helping clients reposition rugs in their homes until everything feels right.

This continued support isn’t offered as an upsell, but it’s a part of the brand’s long-standing commitment to care. The same staff who help clients select rugs are often the ones who stay in touch years later to assist with maintenance or new design needs. It’s a service model based on respect, consistency, and long-term connection.

Great retail teams know the real work begins after checkout. Encourage your staff to provide service and support long after the sale is made. When customers feel genuinely cared for, they become loyal advocates.

Conclusion

The team at Oscar Isberian Rugs didn’t build a successful 100+ year retail business on trends or short-term wins. They built it on people who show up every day to serve customers, take pride in their work, and carry a legacy forward.

If you want to build a retail sales team that sticks around, treats customers like family, and represents your brand with pride, these six strategies offer a roadmap forward.

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