During the past few years we have seen the retail sector of our economies struggle with reduced turnover as consumers buckled down and stopped spending. The normal mentality in such a crisis was for the retailer to cut price sales and we saw discounts of up to eighty percent off normal prices. This reaction results in the dilemma that if this approach is not effective in generating more sales, how low do you go? To a large extent the retail industry has in some ways painted itself into a corner by not having well trained and motivated staff on the shop floor.

Retail Selling as a Profession

While staff working in retail are called associates, shop assistants, counter staff, floor managers and the like the mindset will remain and staff will not appreciate the fact that they are there to sell. Quite often it is this reluctance by management and owners to appreciate, as in any selling environment, good salespeople will be the difference between success and failure. If retail staff are trained in the selling process and have the necessary incentives the need to rely on Store Sales will not be the main focus of the marketing effort. Good sales staff will view their work as a career and be in a position to earn more money as they improve their selling skills. Reward for effort always pays off. Being able to establish rapport and build relationships with customers will result in the skills to not only get the sale but recognise the opportunities to up sell. This creates higher turnover for the store at a profit margin higher than the same item sold during a Store Sale.

Job of Last Resort

Perhaps the time has come that management is more selective in employing staff and rather than just putting on people to serve they should think long and hard about the big picture. Most employed in retail have taken the job as a last resort and don’t see their position as a long term career. This perpetuates the problem of disinterested people who only see what they do as a job and fail to get any pleasure from the challenge and satisfaction that could be gained. We all remember that bad experience we had while at the mercy of uninterested sales staff but on the flip side we feel exhilarated when someone actually takes an interest in providing good old fashion service.

Long Term Career

My message to owners and management in retail is to rethink how they operate, employ and train staff in the skills of retail selling. They need to develop an attractive remuneration package as it is amazing the difference an incentive makes and how the prospect of a long term career will attract motivated people. Store Sales are an established part of the retail environment. Is it not better however to have higher turnover all year round at full mark up with positive engaged staff delivering sales and service that gets the customers coming back and recommending your store to others.