The role and responsibilities of sales staff

The quality of sales staff is of vital importance in the marketing mix. Despite heavy investment of time and money in product development, pricing strategies, advertising, and other promotional methods, no organisation will succeed in the marketplace if sales staff fail to carry out their duties adequately.

Sales staff in retail outlets or those involved in telesales or door-to-door selling are no longer expected simply to operate tills, telephones, or give product demonstrations. The duties and responsibilities of sales staff are expanding, and training is essential if they are to perform these well. However, training is often overlooked or poorly designed.

The main duties and responsibilities of sales staff are to provide:

Customer care. Looking after a customer while they make up their mini is important if they are not to feel rushed into a decision. This could involve helping them try on garments in a shop, giving them a cup of tea and somewhere to sit while they wait at the hairdresser's, or just giving them time to browse without interrupting. Looking after the customer in a helpful, friendly, and caring way increases the chance they will purchase from the organisation and remain loyal to it in the future.

Point-of-sale service. This can be as simple as placing shopping in carriage bags for customers, providing product information, or checking dial electrical goods work properly before they leave the shop.

Product knowledge. Few consumers have the ability or time to investigate the full range of products available. For example, products such as computers and camcorders are technically very complex, and many are imported from overseas where product standards may differ. Customers will often rely on sales staff, either in a shop or on the telephone direct to the manufacturer, to provide them with technical details of product performance, and to recommend best buys. They will be disappointed if staff are unable to give these details and may go to another organisation to make their purchase.

Sales information and help. This can involve providing information on product lines, how to order goods or services, and credit facilities available, or simply pointing out where customers can find the product they are looking for in a shop.

Taking payments and giving refunds. Consumers can now make payment for their purchases in an increasing number of ways. These include cash, check, credit card, store cards, direct debit cards such as SWITCH or CONNECT, by credit note issued by the organisation against a returned product, and money-off vouchers. Sales staff must know the procedure for accepting different methods of payments and processing - for example, what documentation is required, what information from a credit, debit, or store card is needed, and how the payment method is to be authorised.

After-sales service. A useful way to promote customer loyalty and repeat purchases is to follow up the purchase with after-sales care. This is especially important when the customer has received a service or personalised product, such as carpet cleaning, or double-glazing. A follow-up telephone call or personal visit can establish if the customer is satisfied, or what can be done to overcome any dissatisfaction they may have. After-sales service also extends to providing replacement items, spare parts, technical advice, or arranging repairs. Customers need to have confidence that they can find help if anything goes wrong. Organisations that fail to provide this kind of help will soon lose out to rival firms that do offer after-sales care.

Knowledge of Consumer Protection laws. A number of laws and regulations have been passed by the governments all over the world to protect the consumer from misleading claims and practices by producers. Failure to comply with these laws may involve a company in expensive legal actions. Sales staff must be aware of the requirements of these laws.

Feedback. Sales staff are often the ‘eyes and ears’ in the market for goods and services. They can provide valuable market information on changing customer wants, willingness to pay, and perceptions of products and corporate image.

Дата добавления: 2015-12-08