Retail selling process is quite different from the selling at manufacturing organizations or at the dealer organizations. In case of retail selling, the wares are already there in the store and are arranged in such a way that it catches the attention of people.
The process of personal selling starts at the juncture when the customer enters the store. The retail selling process involves guiding customers through the store in case a customer is looking out for help. Simple greetings with a subtle smile on the face is what is required apart from of course maintaining proper body language and dress sense.
The ‘People’ factor at the store should be equally well presented along with the merchandise so that the customers entering the store perceive an integration among the two. Salesmen at the store should be able to read the minds of the customers well and in cases where the customers are looking out for information, the seller should have the capacity to address the queries and complaints of the customers.
Although the salesmen’s job in modern retail outlets have been reduced due to effective visual merchandising, they do play a major ‘role to serve, educate and inform customers in taking right decisions and enabling suitable branding of the store.