Retail Store Sales Manager

Consumers spend millions of dollars every day on merchandise and often rely on a store’s sales force for help. Whether selling shoes, computer equipment, or automobiles, retail salespersons assist customers in finding what they are looking for and try to interest them in buying the merchandise. Most are able to describe a product’s features, demonstrate its use, or show various models and colors.

In addition to selling, most retail salespersons—especially those who work in department and apparel stores—make out sales checks; receive cash, checks, debit, and charge payments; bag or package purchases; and give change and receipts. Depending on the hours they work, retail salespersons may have to open or close cash registers. This work may include counting the money in the register; separating charge slips, coupons, and exchange vouchers; and making deposits at the cash office. Salespersons often are held responsible for the contents of their registers, and repeated shortages are cause for dismissal in many organizations. (Cashiers, who have similar duties, are discussed elsewhere in the Handbook. )

Retailers stress the importance of providing courteous and efficient service to remain competitive. For example, when a customer wants an item that is not on the sales floor, the salesperson may check the stockroom, place a special order, or call another store to locate the item.

For some sales jobs, particularly those involving expensive and complex items, retail salespersons need special knowledge or skills. For example, salespersons who sell automobiles must be able to explain the features of various models, the manufacturers’ specifications, the types of options and financing available, and the warranty.

Salespersons also may handle returns and exchanges of merchandise, wrap gifts, and keep their work areas neat. In addition, they may help stock shelves or racks, arrange for mailing or delivery of purchases, mark price tags, take inventory, and prepare displays.

Frequently, salespersons must be aware of special sales and promotions. They also must recognize security risks and thefts and know how to handle or prevent such situations.

Work environment. Most salespersons in retail trade work in clean, comfortable, well-lit stores. However, they often stand for long periods and may need supervisory approval to leave the sales floor. They also may work outdoors if they sell items such as cars, plants, or lumber yard materials.

The Monday-through-Friday, 9-to-5 workweek is the exception rather than the rule in retail trade. Most salespersons work evenings and weekends, particularly during sales and other peak retail periods. The end-of-year holiday season is the busiest time for most retailers. As a result, many employers limit the use of vacation time between Thanksgiving and the beginning of January.

This occupation offers many opportunities for part-time work and is especially appealing to students, retirees, and others seeking to supplement their income. More than 32 percent of retail salespersons worked part-time in 2006. However, most of those selling big-ticket items work full time and have substantial experience.

Training, Other Qualifications, and Advancement

Retail salespeople typically learn their skills through on-the-job training. Although advancement opportunities are limited, having a college degree or a great deal of experience may help retail salespersons move into management positions.

Education and training. There usually are no formal education requirements for this type of work, although a high school diploma or the equivalent is often preferred. A college degree may be required for management trainee positions, especially in larger retail establishments.

In most small stores, an experienced employee or the store owner instructs newly hired sales personnel in making out sales checks and operating cash registers. In large stores, training programs are more formal and are usually conducted over several days. Topics discussed often include customer service, security, the store’s policies and procedures, and how to work a cash register. Depending on the type of product they are selling, employees may be given additional specialized training by sales representatives. For example, those working in cosmetics receive instruction on the types of products the store offers and for whom the cosmetics would be most beneficial. Likewise, salespersons employed by motor vehicle dealers may be instructed on the technical details of standard and optional equipment available on new vehicle models. Since providing the best possible service to customers is a high priority for many employers, employees often are given periodic training to update and refine their skills.

Other qualifications. Employers look for people who enjoy working with others and who 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. The ability to speak more than one language may be helpful for employment in communities where people from various cultures live and shop. Before hiring a salesperson, some employers may conduct a background check, especially for a job selling high-priced items.

Advancement. Opportunities for advancement vary. In some small establishments, advancement is limited because one person—often the owner—does most of the managerial work. In others, some salespersons are promoted to assistant manager. Large retail businesses usually prefer to hire college graduates as management trainees, making a college education increasingly important. However, motivated and capable employees without college degrees still may advance to administrative or supervisory positions in large establishments.

As salespersons gain experience and seniority, they usually move to positions of greater responsibility and may be given their choice of departments in which to work. This often means moving to areas with higher potential earnings and commissions. The highest earnings potential usually lies in selling “big-ticket” items—such as cars, jewelry, furniture, and electronic equipment—although doing so often requires extensive knowledge of the product and an extraordinary talent for persuasion.

Retail selling experience may be an asset when applying for sales positions with larger retailers or in nonretail industries, such as financial services, wholesale trade, or manufacturing.

Source: Occupational Outlook Handbook