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sale
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5.01 RETAILSELLING
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sSelling as a marketing
function
Personal selling: A function of marketing that involves personalized, **two-way communication between the salesperson and the customer in the process of exchanging merchandise for money or credit.
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sCustomer-oriented selling: meeting and exceeding customer expectations while making customers feel important, identifying their needs, and finding solutions to best fulfill those needs.
**example - Nordstrom
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sTypes of Salespeople
1. Sales clerk: An “Order-taker”:• ***stand behind the counter • ***ring up a sale • usually employed by stores that sell
lower-priced merchandise.
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s2. Sales associate: • Skillful retail employee• uses creative selling
skills • influence customers’
purchasing decisions• usually in high-service
retail department and specialty stores.
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s 3. Personal shopper:
• **Assists customers with individualized attention and service beyond what a retail sales associate would offer.
• **May help customers pull together an entire season’s wardrobe
• **Usually provides service by appointment
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sThe Importance of Salespeople
• Develop professional relationships with customers.
• **Primary store contact for most customers.• Create higher sales, thus more profit, while
***helping customers solve problems.• Create happy, ***repeat customers and
whose word-of-mouth endorsements gain the business of new customers.
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sHow To Motivate Salespeople
• 1. **Organizational climate: The feeling that employees have about their opportunities, value, and rewards for good performance within the business.
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sMethods Used To
Motivate Salespeople (cont.)
• 2. Compensation: Payment and benefits for work accomplished.***– Wage: Payment based on a set rate per hour for
the number of hours worked.
– Salary: Payment based on a fixed dollar amount for a specified period.
– Commission: ***Payment based on a percentage of the dollar amount of sales made by a salesperson.
– Hourly wage or salary plus a commission
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s– Sales quota: The projected volume of sales
assigned to a department or person for a time period.
• ***Such as: you must sell $500 each night in December
• Compensation is often tied to meeting the sales quota.
– Incentives: Contests, prizes, rewards, honors, merchandise and cash bonus awards, days off, trips, used to motivate salespeople. ***ex: a make-up company awards the highest sales rep with a beach trip
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s***Non-Selling Duties and
Responsibilities
• Basic stockkeeping duties/tasks– Stockkeeping– Receiving merchandise– Preparing merchandise
for sale• Maintaining product
information
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sStockkeeping: Receiving, preparing, and protecting merchandise against damage or theft, and participating in
maintaining store or department inventory.
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sReceiving: The actual exchange of goods between the vendor’s transporting agent and the retailer.
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sReceiving Merchandise• Inspect for damage.
• Verify that merchandise received is as ordered.
• Record goods on the receiving record.
• Process necessary returns to vendors.
– Returns to Vendors: Goods that are shipped back to a supplier by a store.
– May be necessary because of mistakes in filling the order, unacceptable substitutions, late delivery, or defective merchandise
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Preparing merchandise for sale
• Sort and arrange merchandise by color, size, and/or classification.
• Ticket and price merchandise if necessary.
• Transfer merchandise between store branches.
• Set up and clean merchandise fixtures.• More . . . . .
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s • Use appropriate hangers or shelf arrangements for displays.
• Put out goods to maintain stock levels.• Straighten merchandise during slow traffic
periods.
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sMaintaining product
information
•Product knowledge allows the salesperson to tailor the sales message to meet the specific needs of each customer. **benefits of certain fibers
•Types of information needed
−Product use
−Product care
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sSources Of
Product Information
• Personal use/experience• Promotional circulars and flyers• Consumer publications • Trade publications• Store buyers (**how to display
seasonal merchandise)• Manufacturer’s literature
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sLabels: ***Small pieces of ribbon or
cloth that are permanently attached to the insides of garments to provide product information.
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sLabels… (cont.)
• Must include information required by law– all fibers used in garment and
percentage of each fiber used– Identification of producer or distributor– Item’s country of origin– Care requirements
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sHangtags: Removable cardboard or
heavy paper “signs” that are attached to the outsides of garments with strings, plastic bands, pins, staples, or adhesives.
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sHangtags… (cont.)
• Information may include– Brand name/trademark– Size– **Suggested price– **Style number– Special features such as fabric
finishes, reversibility, etc.– Symbols and logos to identify designers,
manufacturers, or sellers
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sPackaging: ***The covering,
wrapper, or container in which some items are placed.
• If information that is required by law on labels cannot be seen through packaging, it must be repeated on the package.
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