Millions of dollars are spent each day on all types of merchandise-everything from sweaters and cosmetics to plumber and plumbing supplies. Sales workers are employed by many types of retailers to assist customers in the selection and purchase of these items.
Whether selling shoes, computer equipment, or automobiles, a sales worker's primary job is to assist customers in finding what they are looking for and to interest them in their merchandise. This may be done by describing the product's features, demonstrating its use, or showing various models and colors. For some jobs, particularly those selling expensive and complex items, special knowledge or skills are needed. For example, workers who sell personal computers must be able to explain to customers the features of various brands and models, the meaning of manufacturers' specifications, and the types of software that are available.
In addition to selling, most retail sales workers, especially those who work in department and apparel stores, make out sales checks; receive cash, check, and charge payments; bag or package purchases; and give change and receipts. Depending on the hours they work, they may have to open or close the cash register. This may include counting the money in the cash register; separating charge slips, coupons, and exchange vouchers; and making deposits at the cash office. Sales workers are often held responsible for the contents of their register, and repeated shortages are cause for dismissal in many organizations.
Sales workers also handle returns and exchanges of merchandise, perform gift wrapping services, and keep their work areas neat. In addition, they may help stock shelves or racks, arrange for mailing or delivery of a purchase, mark price tags, take inventory, and prepare displays.
Sales workers must be aware of not only the promotions their store is sponsoring, but also those that are being sponsored y competitors. Also, they often must recognize possible security risks and know how to handle such situations.
Consumers often form their impressions of a store by its sales force. The retail industry is very competitive and, increasingly, employers are stressing the importance of providing cour-20us and efficient service. When a customer wants an item that is not on the sales floor, for example, the sales worker may check he stockroom and, if there are none there, place a special order or call another store to locate the item.
To provide better customer service, some firms employ personal shoppers. Some personal shoppers assist consumers in purchasing a particular item. For example, personal shoppers employed in department stores can assist customers in updating their wardrobes. Others actually choose the item for the client based on information provided. Those personal shoppers who work in food stores may buy groceries and arrange for their delivery for people confined to their homes.
Although most sales workers have many duties and responsibilities, in jobs selling standardized articles such as food, hardware, linens, and housewares, they often do little more than take payments and wrap purchases.
Working Conditions
Most sales workers in retail trade work in clean, comfortable, well-lit stores. They often stand for long periods and may need supervisory approval when they want to leave the sales floor.
The Monday through Friday, 9 to 5 work week is the exception rather than the rule in retail trade. Most salespersons can expect to work some evening and weekend hours and longer than normal hours may be scheduled during Christmas and other peak periods. In addition, most retailers restrict the use of vacation time from Thanksgiving until early January.
This job can be rewarding for those who enjoy working with people. Patience is required, however, when the work is repetitious and the customers demanding.
Training, Other Qualifications, and Advancement
There usually are no formal education requirements for this type of work, although a high school diploma or equivalent is increasingly preferred. Employers look for persons who enjoy working with people and have the tact and patience to deal with difficult customers. Among other desirable characteristics are an interest in sales work, a neat appearance, and the ability to communicate clearly and effectively. Before hiring, some employers may conduct a background check, especially for jobs in selling high-priced items.
In most small stores, an experienced employee or the proprietor instructs newly hired sales personnel in making out sales checks and operating the cash register. In larger stores, training programs are more formal and usually are conducted over several days. Topics usually discussed are customer service, security, the store's policies and procedures, and how to work the cash register. Depending on the type of product they are selling, they may be given additional specialized training by manufacturers' representatives. For example, those working in cosmetics receive instruction on the types of products available and for whom they would be most beneficial. Likewise, sales workers employed by motor vehicle dealers may be required to participate in training programs designed to provide information on the technical details of standard and optional equipment available on new models.
As salespersons gain experience and seniority, they usually move to positions of greater responsibility and are given their choice of departments. This often means moving to areas with potentially higher earnings and commissions. The highest earnings potential is usually found in selling big-ticket items. This work often requires the most knowledge of the product and the greatest talent for persuasion.
Traditionally, capable sales workers without a college degree could advance to management positions, but today, large retail businesses generally prefer to hire college graduates as management trainees, making a college education increasingly important. Despite this trend, capable employees without a college degree should still be able to advance to administrative or supervisory work in large stores.
Opportunities for advancement vary in small stores. In some establishments, advancement opportunities are limited because one person, often the owner, does most of the managerial work. In others, however, some sales workers are promoted to assistant managers.
Retail selling experience may be an asset when applying for sales positions with larger retailers or in other industries, such as financial services, wholesale trade, or manufacturing.
Job Outlook
In some geographic areas, employers face a shortage of qualified applicants. As a result, employers can be expected to improve efforts to attract and retain workers by offering higher wages, more generous benefits, and more flexible schedules.
Compensation systems vary by type of establishment and merchandise sold. Most sales workers receive an hourly wage. Others receive a commission or a combination of wages and comissions. Under a commission system, salespersons receive a percentage of the sales that they make. These systems offer sales workers the opportunity to significantly increase their earnings, but they may find their earnings depend on their ability to sell their product and the ups and downs of the economy.
Employers also use incentive programs such as awards, banquets, and profit sharing plans to promote teamwork among the sales staff.
Benefits may be limited in smaller stores, but in large establishments they are usually comparable to those offered by other employers. In addition, nearly all sales workers are able to buy their store's merchandise at a discount, with the savings depending upon on the type of merchandise.
