Retail Management Careers in Retailing

 

RETAIL SALES WORKERS
 
 

NATURE OF THE WORK

Whether selling shoes, computer equipment, or automobiles, retail sales workers assist customers in finding what they are looking for and try to interest them in the merchandise. This may be done by describing a product's features, demonstrating its use, or showing various models and colors. For some sales jobs, particularly those selling expensive and complex items, special knowledge or skills are needed. For example, workers who sell automobiles must be able to explain to customers the features of various models, the meaning of manufacturers' specifications, and the types of options and financing that are available.

Consumers, who spend millions of dollars a day on merchandise, often form their impressions of a store by        evaluating its sales force. Therefore, retailers are increasingly stressing the importance of providing courteous and efficient service, in order to remain competitive. When a customer wants an item that is not on the sales floor, for example, the sales worker may check the stockroom or place a special order or call another store to locate the item.

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, retail sales workers may have to open or close cash registers. This may include counting the money; 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 registers, and repeated shortages are cause for dismissal in many organizations.

Sales workers may 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 purchases, mark price tags, take inventory, and prepare displays.

Frequently, sales workers must be aware of, not only the promotions their store is sponsoring, but also those that are being sponsored by competitors. Also, salespersons must often recognize possible security risks and know how to handle such situations.

Although most sales workers have many duties and responsibilities, in jobs selling standardized articles, such as     hardware, linens, and housewares, they often do little more than take payments and wrap purchases. Millions of dollars are spent each day on all types of merchandise-everything from sweaters and cosmetics to lumber and plumbing supplies. Sales workers are employed by many types of retailers to assist customers in the selection and purchase of these items.
 

WORKING CONDITIONS

Most sales workers in retail trade work in clean, comfortable, well-lighted stores. However, they often stand for long periods and may need supervisory approval 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 retail 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.
 

EMPLOYMENT

Retail salespeople hold millions of jobs. They work at retailers ranging from small specialty shops with few workers to giant department stores with hundreds of salespeople. In addition, some are self-employed representatives of direct-sales firms and mail-order houses. The largest employers of retail sales workers are department stores, clothing and accessories stores, furniture and home furnishing stores, and motor vehicle dealers.

This occupation offers many opportunities for part-time work and is especially appealing to students, retirees, and others looking to supplement their income. Yet, most of those selling "big ticket" items, such as cars and furniture, work full time and have substantial experience.

Because retail stores are found in every city and town, employment is distributed geographically in much the same way as the population is.
 

TRAINING, OTHER QUALIFICATIONS, AND ADVANCEMENT

There usually are no formal education requirements for salespeople, though at least a high school diploma is preferred. Employers look for those who enjoy working with people and have the tact and patience to deal with difficult customers. Among other desirable traits are an interest in sales work, a neat appearance, and the ability to communicate clearly and effectively. Before hiring, some employers do a background check, especially for jobs in selling high-priced items.

In most small stores, an experienced employee or the proprietor instructs the 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 added specialized training by manufacturers' representatives. 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 auto 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. Because providing the best service to customers is a high priority for many employers, employees are often given periodic training to update and refine their skills.

As salespeople gain experience and seniority, they often move to positions of more responsibility and are given their choice of departments. This may mean moving to areas with potentially higher earnings and commissions. The highest earnings potential is usually in selling big-ticket items. This 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 college graduates as management trainees, making a college education increasingly important. Despite this trend, capable employees without a college degree are still able to advance to supervisory work in large stores.

Opportunities for advancement vary in small retailers. In some firms, 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

Employment of retail sales workers is expected to increase faster than the average for all workers through the year 2008. Numerous job openings will be created as sales workers transfer to other occupations or leave the labor force. As in the past, replacement needs will generate an exceptionally large number of sales jobs because the occupation is large and turnover is much higher than average. There will continue to be many opportunities for part-time workers, and demand will be strong for temporary workers during peak selling periods such as the Christmas season.

During economic downturns, sales volume and the resulting demand for sales workers generally fall. Purchases of costly items such as cars, appliances, and furniture tend to be postponed in tough economic times. In areas of high unemployment, sales of all types of goods may decline. Yet, since turnover of sales workers is usually very high, employers often can control employment simply by not replacing all those who leave. In some geographic areas, employers face a shortage of qualified applicants. As a result, they can be expected to improve efforts to attract and retain workers by offering higher wages, more generous benefits, and more flexible schedules.

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