Retail Sales Workers

• Nature of the Work

  Millions of dollars are spent each day on all types of merchandise-everything from sweaters and cosmetics to lumber and plumbing supplies. Sales workers are employed by many types of retailers to assist customers in the selection and purchase of these items.

  Whether selling shoes, computer equipment, or automobiles, a sales worker's primary job is to assist customers in finding what they are looking for and to interest them in the merchandise. This may be done by describing the product's features, demonstrating its use, or showing various models and colors. For some jobs, particularly those selling expensive and complex items, special knowledge or skills are needed. For example, workers who sell personal computers must be able to explain to customers the features of various brands and models, the meaning of manufacturers' specifications, and the types of software that are available.

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

  Sales workers also handle returns and exchanges of merchandise, perform gift wrapping services, and keep their work areas neat. In addition, they may help stock shelves or racks, arrange for mailing or delivery of a purchase, mark price tags, take inventory, and prepare displays.

  Sales workers must be aware of not only the promotions their store is sponsoring, but also those that are being sponsored by competitors. Also, they often must recognize possible security risks and know how to handle such situations.

  Consumers often form their impressions of a store by its sales force. The retail industry is very competitive and, increasingly, employers are stressing the importance of providing courteous and efficient service. When a customer wants an item that is not on the sales floor, for example, the sales worker may check the stockroom and, if there are none there, place a special order or call another store to locate the item.

  To provide better customer service, some firms employ personal shoppers. Some personal shoppers assist consumers in purchasing a particular item. For example, personal shoppers employed in department stores can assist customers in updating their wardrobes. Others actually choose the item for the client based on information provided. Those personal shoppers who work in food stores may buy groceries and arrange for their delivery for people confined to their homes.

  Although most sales workers have many duties and responsibilities, in jobs selling standardized articles such as food, hardware, linens, and housewares, they often do little more than take payments and wrap purchases.

• Working Conditions

  Millions of dollars are spent each day on all types of merchandise-everything from sweaters and cosmetics to lumber and plumbing supplies. Sales workers are employed by many types of retailers to assist customers in the selection and purchase of these items.

  Whether selling shoes, computer equipment, or automobiles, a sales worker's primary job is to assist customers in finding what they are looking for and to interest them in the merchandise. This may be done by describing the product's features, demonstrating its use, or showing various models and colors. For some jobs, particularly those selling expensive and complex items, special knowledge or skills are needed. For example, workers who sell personal computers must be able to explain to customers the features of various brands and models, the meaning of manufacturers' specifications, and the types of software that are available.

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

  Sales workers also handle returns and exchanges of merchandise, perform gift wrapping services, and keep their work areas neat. In addition, they may help stock shelves or racks, arrange for mailing or delivery of a purchase, mark price tags, take inventory, and prepare displays.

  Sales workers must be aware of not only the promotions their store is sponsoring, but also those that are being sponsored by competitors. Also, they often must recognize possible security risks and know how to handle such situations.

  Consumers often form their impressions of a store by its sales force. The retail industry is very competitive and, increasingly, employers are stressing the importance of providing courteous and efficient service. When a customer wants an item that is not on the sales floor, for example, the sales worker may check the stockroom and, if there are none there, place a special order or call another store to locate the item.

  To provide better customer service, some firms employ personal shoppers. Some personal shoppers assist consumers in purchasing a particular item. For example, personal shoppers employed in department stores can assist customers in updating their wardrobes. Others actually choose the item for the client based on information provided. Those personal shoppers who work in food stores may buy groceries and arrange for their delivery for people confined to their homes.

  Although most sales workers have many duties and responsibilities, in jobs selling standardized articles such as food, hardware, linens, and housewares, they often do little more than take payments and wrap purchases.

• Employment

  Retail sales workers held about 4,261,000 jobs in 1994. They worked in stores ranging from small specialty shops employing several workers to the giant department store with hundreds of salespersons. In addition, some were self- employed representatives of direct sales companies and mail-order houses. The largest employers of retail sales workers, however, are department stores, clothing and accessories stores, motor vehicle dealers, and grocery stores.

  This occupation offers many opportunities for part-time work and is especially appealing to students, retirees, and others looking to supplement their income. However, most of those selling "big ticket" items, such as cars, furniture, and electronic equipment, work full time and have substantial experience.

  Because retail stores are found in every city and town, employment is distributed geographically in much the same way as the population.

• Training, Other Qualifications, and Advancement

  There usually are no formal education requirements for this type of work, although a high school diploma or equivalent is increasingly preferred. Employers look for persons who enjoy working with people and 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. Before hiring, some employers may conduct a background check, especially for jobs in selling high-priced items.

  In most small stores, an experienced employee or the proprietor instructs newly hired sales personnel in making out sales checks and operating the cash register. In larger stores, training programs are more formal and usually are conducted over several days. Topics usually discussed are customer service, security, the store's policies and procedures, and how to work the cash register. Depending on the type of product they are selling, they may be given additional specialized training by manufacturers' representatives. For example, those working in cosmetics receive instruction on the types of products available and for whom they would be most beneficial. Likewise, sales workers employed by motor vehicle dealers may be required to participate in training programs designed to provide information on the technical details of standard and optional equipment available on new models.

  As salespersons gain experience and seniority, they usually move to positions of greater responsibility and are given their choice of departments. This often means moving to areas with potentially higher earnings and commissions. The highest earnings potential is usually found in selling big-ticket items. This work often requires the most knowledge of the product and the greatest talent for persuasion.

  Traditionally, capable sales workers without a college degree could advance to management positions, but today, large retail businesses generally prefer to hire college graduates as management trainees, making a college education increasingly important. Despite this trend, capable employees without a college degree should still be able to advance to administrative or supervisory work in large stores.

  Opportunities for advancement vary in small stores. In some establishments, advancement opportunities are limited because one person, often the owner, does most of the managerial work. In others, however, some sales workers are promoted to assistant managers.

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

• Job Outlook

  Employment of retail sales workers is expected to increase about as faster than the average for all workers through the year 2005 due to anticipated growth in retail sales. In addition, numerous job openings will be created as sales workers transfer to other occupations or leave the labor force. As in the past, replacement needs will generate an exceptionally large number of sales jobs because the occupation is large and turnover is much higher than average. There will continue to be many opportunities for part-time workers, and demand will be strong for temporary workers during peak selling periods such as the Christmas season.

  During economic downturns, sales volume and the resulting demand for sales workers generally decline. Purchases of costly items such as cars, appliances, and furniture tend to be postponed during difficult economic times. In areas of high unemployment, sales of all types of goods may decline. However, since turnover of sales workers is usually very high, employers often can control employment simply by not replacing all those who leave. In some geographic areas, employers face a shortage of qualified applicants. As a result, employers can be expected to improve efforts to attract and retain workers by offering higher wages, more generous benefits, and more flexible schedules.

• Earnings

  The starting wage for many part-time retail sales positions is the Federal minimum wage, $4.25 an hour. In some areas where employers are having difficulty attracting and retaining workers, wages are much higher than the established minimum. The following tabulation shows 1994 median weekly earnings by class of sales worker.

  Median Weekly Earnings by Class of Sales Worker, 1994
  
  Motor vehicle and boats	                      $534
  Furniture and home furnishings	               427
  Radio, television, hi-fi, and appliances       401
  Parts  	                                       378
  Hardware and building supplies	               333
  Street and door-to-door sales workers	       323
  Shoes	                                       280
  Apparel	                                       265
  

  Compensation systems vary by type of establishment and merchandise sold. Most sales workers receive an hourly wage. Others receive a commission or a combination of wages and commissions. Under a commission system, salespersons receive a percentage of the sales that they make. These systems offer sales workers the opportunity to significantly increase their earnings, but they may find their earnings depend on their ability to sell their product and the ups and downs of the economy. Employers also use incentive programs such as awards, banquets, and profit sharing plans to promote teamwork among the sales staff.

  Benefits may be limited in smaller stores, but in large establishments they are usually comparable to those offered by other employers. In addition, nearly all sales workers are able to buy their store's merchandise at a discount, with the savings depending upon on the type of merchandise.

• Related Occupations

  Sales workers use sales techniques coupled with their knowledge of merchandise to assist customers and encourage purchases. These skills are used by people in a number of other occupations, including manufacturers' and wholesale trade sales representatives, service sales representatives, securities and financial services sales representatives, counter and rental clerks, real estate sales agents, purchasers and buyers, insurance agents and brokers, and cashiers.

• Sources of Additional Information

  Information on careers in retail sales may be obtained from the personnel offices of local stores; from State merchants' associations; or from local unions of the United Food and Commercial Workers International Union.

  General information about retailing is available from:
  National Retail Federation, 325 Seventh St. NW., Suite 1000, Washington, DC 20004-2802.

  Information about training for a career in automobile sales is available from:
  National Automobile Dealership Association, 8400 Westpark Dr., McLean, VA 22102-3591.

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