Retail industry sales force selection and training process by Sreekanth Sadhu

1. Retail Industry Sales force
Selection and Training process
By
Sreekanth Sadhu
Roll No : - 17
PGDM: 2017-19
ITM Business School26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

2. Retailing - MEANING
• Retail comes from the French word retailer. Which means cutting
off, clip and divide.
• Retail also known as sale in small quantities.
Retailing includes all the activities involved in selling goods or services to the final
consumers for personal, non-business use.
-Phillip Kotler.
• Retail may be redefined as the first point of customer contact.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

3. Retail industry - Overview
• Retail industry can be classified into two broad categories – organized retail and
unorganized retail.
• Organized retail - those retailers who are authorised for trading activities and
registered to pay taxes to the government
• Unorganized retail – it consists of unauthorized small shops - conventional
kirana shops, general stores, corner shops among various other small retail outlets
but they remain to be the radiating force of Indian retail industry.
• Indian retail industry, being the fifth largest in the world, it is one of the sunrise
sectors with huge growth potential and accounts for 14-15% of the country’s GDP.
• Appeals, fashion & lifestyle, pharmaceutical retail, Food & beverage retail
and Daily groceries retail are fastest growing retail sectors in India.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

4. SOME FAMOUS ORGANISED RETAIL
STORES
• Reliance
• Spencer's
• D-mart
• More
• Pantaloons
• Big bazar
• Lifestyle
• Shoppers Stop
• Easy Day
• West Side
• Unlimited
• Croma
• Central
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

5. Salesforce selection
in retile industry
Hiring criteria :-
Retail-selling jobs should be designed to have high levels of Variety,
autonomy, task identity, feedback from supervisors and customers.
Predictors :-
• Demographics
• Personality
• Knowledge and intelligence
• Experience
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

6. Retail Stores & Their Recruiting Techniques
Retail stores rely heavily on front-end sales and service
staff to interact with and retain loyal customers.
 In some cases, retailers benefit from walk-in job
candidates actively seeking employment.
Implementing multiple recruiting techniques can improve
your chances of landing the right people for your
company.
Asking customers, open interviews, Other stores, referrals
are main important ways to select and recruit the sales
people.26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

7. TRAINING PROCESS
In any industry sales force training is necessary to improve the
performance of sales persons.
The steps involved in sales force training areas are as follows.
Training need assessment.
Design and conduct of a training programme.
Evaluation of training programme.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

8. Assessment phase in retail sales force training
Organisational level analysis :-
 Structure of an retile store
(Example:- larger store, smaller store, products available, services
provided, area of operations and number of customers etc.)
 Task analysis:-
• Examine all sales persons role in the sales department.
• Analysing the performance by their functions in the organisation.
• Comparing the actual standards of sales department with
expected.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

9.  Individual analysis :-
• Identifying the people for whom training id required.
• Conducting survey to know the level of performance of sales people.
• Observing the each sales person individually inworking hours.
• Observing the sales person interaction with customers.
• Identifying the problems of sales person individually.
• Interacting with the sales person to analyse the behaviour of him/her.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

10. Design and Conduct Stage of sales training
Location:-
 Training in retile store or in door to door customer selling.
 Explain about the area of sales and the customers mentality.
Presentation options :-
 Training by power point slides about selling tips in retile industry.
 Playing videos of model sales processes in the big retile stores like
(D-mart, Walmart, Spencers, more, Reliance fresh etc.)
 Training by direct visits of sales persons in any other retail stores.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

11. Types of training – retile industry : -
 Training given by team by team separately.
 Training providing by each individual separately.
 Allocating some known customers and sending the new recruited
sales persons for training.
Evaluation phase
 Evaluating the performance before and after training.
 Analysing performance by measuring sales in monitory and
 non-monitory terms.
 Again conducting customer survey about the sales people performance.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

12. Sales force Training methods
There are different methods of sales force training . The following are
some of the methods of sales force training related to retail industry.
Lecture method :-
 Explaining about store products
 Customer types and their individual preferences.
 Product prices and attributes.
 Working rule and regulations of the retile store.
 New methods of sales by any senior sales person.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

13. Discussions:-
 Conducting discussion forums to improve team communication of sales people.
 Discussion about the different ways of sales to different customers.
 To find solutions for specific problems directly by sales persons.
 Role plays : -
 Conducting role plays can improve the performance of sales people.
 New sales persons can able to gain knowledge about the
organisational sales in the retail store.
 If any problems are raised in sales process this method is easy way
to find solution for that specific problem.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

14. Workshops : -
• Conducting workshops by successful persons in sales field
Can improve the standards of sales force in retile industry.
• Assigning some tasks about selling products. Explaining the
Attributes and pricing structure can be done in assumed way in the
workshop sessions.
In-tray exercise also can be done by retile store owners by studying
all products features and sales force capabilities to allocate
Responsibilities in appropriate time for each sales person.
26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu

15. 26-02-2018
Information Collected and Presentation Created by
Sreekanth Sadhu