Retail Sales Workers

Salespeople work in more than 100 different types of retail establishments in a variety of roles. Some, for example, work in small specialty shops where, in addition to waiting on customers, they might check inventory, order stock from sales representatives (or by telephone or e-mail), place newspaper display advertisements, prepare window displays, and rearrange merchandise for sale.

Other salespeople may work in specific departments, such as the furniture department, of a large department store. The employees in a department work in shifts to provide service to customers six or seven days a week. To improve their sales effectiveness and knowledge of merchandise, they attend regular staff meetings. Advertising, window decorating, sales promotion, buying, and market research specialists support the work of retail salespeople.

Whatever they are selling, the primary responsibility of retail sales workers is to interest customers in the merchandise. This might be done by describing the product's features, demonstrating its use, or showing various models and colors. Some retail sales workers must have specialized knowledge, particularly those who sell such expensive, complicated products as stereos, appliances, and personal computers.

In addition to selling, most retail sales workers make out sales checks; receive cash, checks, and charge payments; bag or package purchases; and give change and receipts. Depending on the hours they work, retail sales workers might have to open or close the cash register. This might include counting the money in the cash register; separating charge slips, coupons, and exchange vouchers; and making deposits at the cash office. The sales records they keep are normally used in inventory control. Sales workers are usually held responsible for the contents of their registers, and repeated shortages are cause for dismissal in many organizations.

Sales workers must be aware of any promotions the store is sponsoring and know the store's policies and procedures, especially on returns and exchanges. 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. To stay ahead in the fiercely competitive retail industry, employers are increasingly stressing the importance of providing courteous and efficient service. When a customer wants an item that is not on the sales floor, for example, the sales worker might be expected to check the stockroom and, if necessary, place a special order or call another store to locate the item.

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