Retail Management

SUMMARY: A retail salesperson plays a crucial role in the retail selling process. The salesperson acts as an interface between the retail store and the customer. In this chapter, we have analyzed the retail selling process wherein the salesperson identifies the potential customers and tries to sell them the merchandise. We have discussed the various stages of the selling process and ways of handling and providing information to the customer to increase the sales of a retail store.

A good salesperson can convert a prospective customer to a potential customer with his effective communication and people skills. The chapter also analyzed the evaluation process for a salesperson which is based on certain factors like conversion rate, sales per hour and use of time.