Académique Documents
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UNIT E
SELLING
FASHION
5.01 Explain selling in the
retail environment.
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Selling 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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Roles of Salespeople
Sales clerk: An Order-taker who may
stand behind the counter to ring up a
sale and who is usually employed by
stores that sell lower-priced
merchandise.
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Roles of Salespeople
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(cont.)
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The Importance
of Salespeople
Successful salespeople develop professional
relationships with customers.
Salespeople are the only store contact for most
customers.
Successful salespeople create higher sales, thus
more profit, while helping customers solve
problems.
Successful salespeople create happy customers
who become repeat customers and whose
word-of-mouth endorsements gain the business
of new customers.
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Methods Used To
Motivate Salespeople
Organizational climate: The feeling that
employees have about their opportunities,
value, and rewards for good performance
within the business.
High esteem results in low employee turnover
which increases company profits because less time
and money are spent on training new employees.
Low esteem results in high employee turnover and
reduces company profits due to the high cost of
training new employees.
Methods Used To
Motivate Salespeople
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(cont.)
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
Methods Used To
Motivate Salespeople
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(cont.)
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.
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Maintaining product
information
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Receiving Merchandise
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Preparing merchandise
for sale
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Preparing merchandise
for sale (cont.)
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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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
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Sources Of
Product Information
Personal use/experience
Promotional circulars and flyers
Consumer publications
Trade publications
Sales representatives and store buyers
Manufacturers literature
Labels
Hangtags
Packaging
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Labels (cont.)
Must include information
required by law
Generic name of all fibers
used in garment and percentage
of each fiber used
Identification of the producer or
distributor
Identification of the items country of
origin
Care requirements
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Hangtags (cont.)
Hang from buttons, buttonholes, zippers, belt
loops, etc.
Information may include
Brand name/trademark
Size
Suggested retail price
Style number
Special features such as fabric
finishes, reversibility, etc.
Symbols and logos to identify designers,
manufacturers, or sellers
A certification or seal of approval
Guarantees
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