How to become A Retail Salesperson

According to Jeffrey Gitomer, great salespeople are relationship builders who provide value and help their customers win. A successful Retail Salesperson helps customers ‘win’ when they leave the store satisfied beyond their expectations - not just with the merchandise they intended to purchase but with a viable solution to their problem or means to attain their goal.

• Retail Sales Associate
• Sales Floor Associate

A Retail Salesperson would typically need to:

• Welcome customers, help them find the items they are looking for; create a pleasant and comfortable shopping experience for customers, encouraging them to return to the store in the future
• Seek out customers actively and offer assistance; provide information about different products and offer alternatives, if needed
• Encourage customers to buy product alternatives that are more expensive and to purchase additional related products; cross-sell products and services
• Keep the shop premises clean and maintain inventory of products in assigned sections of the store during downtime; help with physical inventory audits; participate in sales meetings
• Recognise and deal with thefts and security threats as per company policy; notify security or the police if needed
• Ensure maximum customer satisfaction by employing superior sales and customer service techniques
• Assist customers with payment for products purchased; process cash and credit card payments, and issue receipts

Retail Salespersons typically work in well-lit and clean stores of varying sizes ranging from small boutiques to large retailers.

Retail Salespersons typically work on evenings, weekends, and sometimes during holidays. Employers may not allow you to take a long break during holidays, particularly from November to January, peak sales periods for retail stores.

Finding a new job might seem challenging. Retail Salespersons can boost their job search by asking their network for referrals, contacting employers directly, using job search platforms, going to job fairs, leveraging social media, and inquiring at staffing agencies.

Retail Salespersons are generally employed by:

• Stores for Clothing & Clothing Accessories
• Home Improvement Stores
• Hobby, Musical Instruments, & Book Stores
• Sporting Goods Stores
• Automobile Dealers
• Electronic & Electrical Appliance Dealers

Professional associations and organisations such as the Sales and Marketing Executives International (SMEI) are crucial for a Retail Salesperson interested in pursuing professional development or connecting with like-minded professionals in their industry or occupation. Membership in one or more adds value to your resume while bolstering your credentials and qualifications.

• The need to stand for long periods with permission to take only scheduled breaks
• The need to handle security risks and threats; the need to be pleasant to disgruntled or unruly customers
• The need to work long hours during holiday seasons; the need to manage your schedule despite fluctuating working hours throughout the year

New hires often receive on-the-job training where they learn about customer service, information about the merchandise, computer literacy/Point Of Sale (POS) systems, the company's sales policies, security, operating essential equipment, and any special products they must sell.

On-the-job training in large stores may take the form of formal training programs that last several days. On the other hand, in a small store, new hires may be informally trained by a seasoned colleague, familiar with how the store operates.

As in any career, reading as much as possible about the profession and interviewing those working in the retail sales industry will prove your commitment to prospective employers.

Usually, a high school diploma or an equivalent qualification is adequate for entry-level positions in retail sales. The occupation doesn’t require formal education, but applicants should know market & consumer requirements and dynamics.

A bachelor’s degree in marketing or a related field may give you an edge over the applicants.

Certification from an objective and reputed organisation in different sales techniques such as MEDDIC, Challenger Sales, Sandler Training, and Spin Selling can help you stand out in a competitive job market and increase your chances of advancement. Successful certification programs protect public welfare by incorporating a Code of Ethics.

Performance, experience, and the acquisition of professional qualifications drive the career progression of Retail Salespersons. When all three factors work in your favour, you may move to a position of greater responsibility and may get to choose to work in a coveted department where you could earn more selling ‘big-ticket’ items such as cars, jewellery, furniture, and electronics.

Salespersons employed by larger stores may be promoted as Assistant Managers before moving into higher managerial positions. On the other hand, opportunities for advancement are limited in smaller stores since the store owners may handle most managerial responsibilities.

Candidates with extensive knowledge of the products and excellent customer service skills have the best job prospects.

Continuing professional development (CPD) will help an active Retail Salesperson keep abreast with any modification in the merchandise and their employer’s policies through the work-based training. Salespersons with a four-year college degree in marketing are generally preferred for advancement into managerial positions.

What distinguishes Retail Sales from Wholesale Sales

Retail sales involve selling small quantities or individual products directly to consumers in a highly competitive market; it requires salespeople to have excellent customer service skills. Retail Salespeople deal with products whose prices are the same as the list price in most cases or slightly lower when the company offers discounts to attract customers.

Wholesale sales comprise bulk quantities sold from wholesalers to retailers within an established distribution cycle and are not competitive. There is little requirement for customer service skills because wholesale sales prices are typically below the list price or the market price of a specific product or service.

“How You Sell is more Important than what You Sell”

MEDDIC stands for Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, and Champion; it helps a salesperson determine the amount of energy needed to get a customer to buy a product.

Challenger Sales encourages salespeople to try and change a reluctant customer’s mindset by making them aware of the solutions or opportunities a particular product would bring them.

Sandler Sales requires salespeople to act as consultants to customers by asking the right questions instead of just pushing the merchandise.

SPIN Selling focuses on asking customers questions related to four areas, namely Situation, Problem, Implication, and Need-Payoff, on learning about their needs.

Full-time sales positions comprise nearly 13% (1 in 8) of all the jobs available in the U.S.

Working in the highly competitive and exciting world of Retail Sales offers no small measure of joy for every sale closed. Skillfully blending shark-like instincts, communication skills, and excellent sales techniques to ensure a customer’s utmost satisfaction may be the kind of work that suits you best.

Know the products you’re selling exceptionally well, be skilled at actively listening to customers, and be able to learn from rejection.