sales UNIT E SELLING FASHION 5.01 Explain selling in the retail environment.

sales Selling as a marketing function Personal selling: personalized, two-way communication between the salesperson and the customer process of exchanging merchandise for money or credit.

sales Customer-oriented selling: meeting and exceeding customer expectations making customers feel important identifying customer needs finding solutions to best fulfill those needs. Sales-oriented selling: high-pressure selling total number of sales in the goal customer service less important Types of Selling

sales Roles of Salespeople 1. Sales clerk: “Order-taker” Stand behind counter to ring up a sale Employed by stores that sell lower- priced merchandise.

sales Roles of Salespeople 2. Sales associate: skillful retail employee uses creative selling skills influences customers’ purchasing decisions works in high-service retail department and specialty stores.

sales Roles of Salespeople 3. Personal shopper: Individualized attention and service May put together an entire wardrobe Typically works by appointment only

sales The Importance of Salespeople Develop professional relationships with customers. The only store contact for most customers. Create higher sales (and MORE profit) Help customers solve problems. Create happy customers –Repeat Customers (IMPORTANT) –Referral Customers

sales Methods Used To Motivate Salespeople Organizational climate: The feeling that employees have about their opportunities, value, and rewards for good performance within the business. –Positive Climate is key –High esteem = in low employee turnover Less Money spent on training new employees –Low esteem = high employee turnover Company spends profits on training employees

sales Methods Used To Motivate Salespeople Compensation: Payment and benefits for work accomplished. –Wage: – Based on a set rate per hour. –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.

sales Methods Used To Motivate Salespeople Sales quota: –The projected volume of sales (units or dollars) assigned to a department or person for a time period. Compensation is often tied to meeting the sales quota. Incentives: –Contests, prizes, rewards, honors, merchandise and cash bonus awards, days off, trips, and profit- sharing opportunities used to motivate salespeople.

sales Non-Selling Duties and Responsibilities of the Salesperson 1.Stock-keeping –Receiving merchandise –Preparing merchandise for sale 2.Maintaining product information

sales Receiving, preparing, and protecting merchandise against damage or theft, and participating in maintaining store or department inventory. Stock-keeping

sales Receiving Merchandise Exchange of goods between vendor and retailer. What to do? Inspect for damage. Verify merchandise is correct. Record on a receiving record. Process necessary returns. –Returns to Vendors: Goods that are shipped back to a vendor by the retail store –Mistakes in the order –Late delivery –Defective or damaged merchandise

sales Preparing Merchandise for Sale What to do? Sort by color, size, and/or classification. Price merchandise. Transfer merchandise between store branches. Set up and clean merchandise fixtures. Display on hangers or shelf arrangements. Maintain stock levels. Straighten merchandise.

sales Maintaining product information Product knowledge allows the salesperson to tailor the sales message to meet the specific needs of each customer. Types of information needed −Product use −Product care −Pricing

sales Sources Of Product Information Personal use/experience Promotional circulars and flyers Consumer publications Trade publications Sales representatives Store buyers (Not customers) Manufacturer’s literature Labels Hangtags Packaging

sales Ribbon or cloth that are permanently attached to the insides of garments to provide product information. –Any color or style –Printed on front and back if the label is attached so that both sides can be seen –Information such as brand special finishes size Labels

sales Labels Information required by law: –Generic name of all fibers –Percentage of each fiber –Identification of the producer or distributor –Item’s country of origin –Care requirements

sales Cardboard or heavy paper “signs” that are attached to the outsides of garments with strings, plastic bands, pins, staples, or adhesives. Hang from buttons, buttonholes, zippers, belt loops Hangtags

sales Hangtags Information may include –Brand name/trademark –Size –Suggested retail price –Style number –Special features such as fabric finishes. –Symbols and logos to identify designers, manufacturers, or sellers –A certification or seal of approval –Guarantees

sales 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. Packaging