Role of a Retail Salesperson
Role of Personnel Selling in Retail Promotion Mix
Requirement for Effective Selling
Listening
Questioning
Interpreting and using Nonverbal Communication
Flexibility and Adaptive Selling
Retail Selling Process
Preparing for the customer
Prospecting the customer
Contacting the customer
Presenting the Merchandise
Handling Objections
Closing the sale
Following up the Sales
Evaluation of a Salesperson
Conversion rate
Sale per hour
Use of time standards
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.
Short Case Studies / Caselets