Consumers often form their impressions of a store by evaluating
its sales force. So look for initiative and problem-solving
skills in employees who can ring up repeat sales for your
business and keep customers satisfied.
Whether
selling shoes, computer equipment or plants, retail salespeople
assist customers in finding what they're looking for and
try to interest them in buying the merchandise. They describe
a product's features, demonstrate its use, and show various
models and colors. Therefore, you need to hire people with
experience in your trade area--or at least people with a
willingness to learn.
While
these are the basic requirements for selling items, not
all sales approaches are the same, and not all salespeople
will fit your line of goods or store. For example, some
sales personnel, particularly those selling expensive and
complex items, need special knowledge or skills. Selling
automobiles requires explaining the features of various
models, the meaning of manufacturers' specifications, and
the types of options and financing available to prospective
buyers. Selling fine jewelry involves a certain level of
expertise beyond that required for a costume jewelry clerk.
Depending
on the type of store and your policies, your workers may
also handle returns and exchanges, wrap gifts, stock shelves
or racks, arrange for mailing or delivery of purchases,
mark price tags, take inventory, and prepare displays. Neatness
and artistic talent are very useful. Salespeople must be
aware of special sales and promotions. They must also recognize
possible security risks and thefts, and know how to handle
or prevent such situations.
How
Many People Is Enough?
The quick answer is as many as it takes to ensure complete
customer satisfaction. In reality, simple economics preclude
this. There are as many answers to personnel needs as there
are types of retail businesses. Nonetheless, here are a
few points to consider in deciding how many staff members
your business requires:
