SELLING Managing Retail Personnel + Role of personal selling

Retailing is all about Managing personnel well so that profitability and customer satisfaction remains

HR Issues Manpower Planning Recruitment Motivation & Retention

Manpower Planning

Recruitment

Motivation & Retention

Manpower Planning Business Planning Manning Standards & Utilization Work-task organization Store positioning / image Store Strategy Productivity Requirements (GMROL) Type of Sale Ratio of Manpower costs to Volume of sales Shifts, Opening days/hours, Holidays, Leave entitlement Issue of availability Manpower Information System

Business Planning

Manning Standards & Utilization

Work-task organization

Store positioning / image

Store Strategy

Productivity Requirements (GMROL)

Type of Sale

Ratio of Manpower costs to Volume of sales

Shifts, Opening days/hours, Holidays, Leave entitlement

Issue of availability

Manpower Information System

Recruitment Retail Employment Options Core Employees Short-term Contract Employees Apprentices Part-timers Consultants / Retainers Sub-contracted employees Self-employed agents Agency temporariness

Retail Employment Options

Core Employees

Short-term Contract Employees

Apprentices

Part-timers

Consultants / Retainers

Sub-contracted employees

Self-employed agents

Agency temporariness

Recruitment Special features of Retail Recruitment Sources of Recruitment Issues in retail selection process Scarcity of trained manpower Unsocial hours Short-term manpower demands The reputation problem Front-line nature of retail Recruitment with reference to customer profile Need for mobility Women in Retail Legislation

Special features of Retail Recruitment

Sources of Recruitment

Issues in retail selection process

Scarcity of trained manpower

Unsocial hours

Short-term manpower demands

The reputation problem

Front-line nature of retail

Recruitment with reference to customer profile

Need for mobility

Women in Retail

Legislation

Motivation & Retention What motivates Retail salesperson? Useful tools: Job variety Job autonomy Specialized training Public recognition of achievements Goal-setting Incentives Salary and remuneration structures Retention: Motivating in the long run

What motivates Retail salesperson?

Useful tools:

Job variety

Job autonomy

Specialized training

Public recognition of achievements

Goal-setting

Incentives

Salary and remuneration structures

Retention: Motivating in the long run

Motivation & Retention Remuneration: the structure Salary only Salary + Bonus Salary + Bonus + Commission Salary + Commission Commission (fixed, progressive, regressive) only Non-cash incentives (sales contests, employee discounts, paid vacations, appreciations, shift allowance / unsocial hour allowance, clothing allowance, push money)

Remuneration: the structure

Salary only

Salary + Bonus

Salary + Bonus + Commission

Salary + Commission

Commission (fixed, progressive, regressive) only

Non-cash incentives (sales contests, employee discounts, paid vacations, appreciations, shift allowance / unsocial hour allowance, clothing allowance, push money)

Role of Retail Salesperson

The Mindset of an Ideal Salesperson Test of Attitude Test of Skills Test of Knowledge Test of Integrity

Test of Attitude

Test of Skills

Test of Knowledge

Test of Integrity

The Process Connect with the customer Probe needs subtly Presenting merchandise Handling objections and indecision Recognize buying signals Trial close and add-ons Up-selling Cross-selling Suggestive selling Closing the sale

Connect with the customer

Probe needs subtly

Presenting merchandise

Handling objections and indecision

Recognize buying signals

Trial close and add-ons

Up-selling

Cross-selling

Suggestive selling

Closing the sale