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.
Whether selling shoes, computer equipment, or automobiles, a sales worker's primary job is to interest customers in the merchandise. This may be done by describing the product's features, demonstrating its use, or showing various models and colors. For some jobs, particularly those selling expensive and complex items, special knowledge or skills are needed. For example, workers who sell personal computers must be able to explain to customers the features of various brands and models, the meaning of manufacturers' specifications, and the types of software that are available.
In addition to selling, most retail sales workers 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, they may have to open or close the cash register. This may include counting the money in the cash register; 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 register, and repeated shortages are cause for dismissal in many organizations. (Cashiers, who have similar job duties, are discussed elsewhere in the Handbook.)
Sales workers 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 a purchase, mark price tags, take inventory, and prepare displays.
Sales workers must be aware of not only the promotions their store is sponsoring, but also those that are being sponsored by competitors. 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. The retail industry is very competitive and, increasingly, employers are 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 may check the stockroom and, if there are none there, place a special order or call another store to locate the item.
To provide better customer service, some firms employ personal shoppers. Some personal shoppers assist consumers in purchasing a particular item. For example, personal shoppers employed in department stores can assist customers in updating their wardrobes. Others actually choose the item for the client based on information provided. Those personal shoppers who work in food stores may buy groceries and arrange for their delivery for people confined to their homes.
Although most sales workers have many duties and responsibilities, in jobs selling standardized articles such as food, hardware, linens, and housewares, they often do little more than take payments and wrap purchases.
Many retail sales workers need an extensive knowledge of the products they sell.
Most sales workers in retail trade work in clean, comfortable, well-lighted stores. They often stand for long periods and may need supervisory approval when they want 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 during some evening and weekend hours and longer than normal hours may be scheduled during Christmas and other peak 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.
Retail sales workers held about 4,086,000 jobs in 1992. They worked in stores ranging from small specialty shops employing several workers to the giant department store with hundreds of salespersons. In addition, some were self-employed representatives of direct sales companies and mail-order houses. The largest employers of retail sales workers, however, are department stores, apparel and accessories stores, grocery stores, and car dealers.
This occupation offers many opportunities for part-time work and is especially appealing to students, retirees, and others looking to supplement their income. However, most of those selling big ticket items, such as cars, furniture, and electronic equipment, 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.
There usually are no formal education requirements for this type of work. Employers look for persons who enjoy working with people and have the tact and patience to deal with difficult customers. Among other desirable characteristics are an interest in sales work, a neat appearance, and the ability to communicate clearly and effectively. Before hiring, some employers may conduct a background check, especially for jobs in selling high-priced items.
In most small stores, an experienced employee or the proprietor instructs 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 additional specialized training. For example, those working in cosmetics receive instruction on the types of products available and for whom they would be most beneficial. This training is often provided by a manufacturer's representative.
As salespersons gain experience and seniority, they usually move to positions of greater responsibility and are given their choice of departments. This often means moving to areas with potentially higher earnings and commissions. The highest earnings potential is usually found in selling big-ticket items. This work often 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 to hire college graduates as management trainees, making a college education increasingly important. Despite this trend, capable employees without a college degree should still be able to advance to administrative or supervisory work in large stores.
Opportunities for advancement vary in small stores. In some establishments, 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.
Employment of retail sales workers is expected to increase about as fast as the average for all workers through the year 2005 due to anticipated growth in retail sales. In addition, 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 recessions, sales volume and the resulting demand for sales workers generally decline. Purchases of costly items such as cars, appliances, and furniture tend to be postponed during difficult economic times. In areas of high unemployment, sales of all types of goods may decline. However, 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, employers can be expected to improve efforts to attract and retain workers by offering higher wages, more generous benefits, and more flexible schedules.
The starting wage for many part-time retail sales positions is the Federal minimum wage, $4.25 an hour. In some areas where employers are having difficulty attracting and retaining workers, wages are much higher than the established minimum. The following tabulation shows median weekly earnings by class of sales worker in several industries.
Motor vehicle and boats $479 Radio, television, hi-fi, and appliances 415 Furniture and home furnishings 354 Hardware and building supplies 323 Parts 319 Other commodities 269 Apparel 255
Compensation systems vary by type of establishment and merchandise sold. Some sales workers receive an hourly wage. Others receive a commission or a combination of wages and commissions. Under a commission system, salespersons receive a percentage of the sales that they make. These systems offer sales workers the opportunity to increase significantly their earnings, but they may find their earnings depend on their ability to sell their product and the ups and downs in the economy.
Benefits may be limited in smaller stores, but in large establishments they are usually comparable to those offered by other employers. In addition, nearly all sales workers are able to buy their store's merchandise at a discount, often from 10 to 40 percent below regular prices. In some cases, this privilege is extended to the employee's family as well.
Sales workers use sales techniques coupled with their knowledge of merchandise to assist customers and encourage purchases. These skills are used by people in a number of other occupations, including manufacturers' and wholesale trade sales workers, service sales representatives, counter and rental clerks, real estate sales agents, wholesale and retail buyers, insurance sales workers, and cashiers.
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Reprinted with Permission of U. S. Department of Labor