Retail Sales Clerk v. Retail Sales Professional: Which One Are You?

I'm on a mission to advance the sales professionalism of retail sales representatives, especially in big ticket retail sales.

Most definitely, retail clerks have their place in the retail industry, and if you're a retail clerk, please don't be offended by this post. Retail clerks work very hard at what they do. Different skills are required for a shopper interested in a $3.49 bottle of shampoo than a shopper interested in a $34,900 car (having said that, if all sellers of shampoo were properly trained on how to sell, they'd sell more $34.99 bottles of shampoo, not to mention all the add-on sale possibilities!).

What I have a problem with are retail clerks filling a position that requires a sales professional (or a company hiring clerks when hiring salespeople would be so much more profitable!). The roles of clerk and salesperson are very different.

Part of success in B2C retail selling is determined by how you view your job. Your thoughts and beliefs about your job will direct your behavior in your job. If you see yourself as a retail clerk, you'll act as a retail clerk. If you see yourself as a professional salesperson, you'll act like a professional salesperson, and a retail clerk and a retail sales professional are as different as nurse assistants and physicians: both work in a similar field, but the difference in education and expertise is significant.

So how do retail sales clerks and retail sales professionals differ?

Clerk: Is always busy with busywork.

Retail sales professional: Is always busy advancing the sales process.

Clerk: Is reactive.

RSP: Is proactive.

Clerk: Understands how to restock shelves

RSP: Understands shoppers and how to influence them.

Clerk: Completes transactions.

RSP: Makes transactions happen.

Clerk: Checks stock.

RSP: Checks if the prospect will buy if it is in stock.

Clerk: Is product focused.

RSP: Is customer focused.

Clerk: Knows how to merchandise a display.

RSP: Knows how to sell the products on a display.

Clerk: Understands prospects' needs on a very basic level, if at all.

RSP: Strives to develops a rich understanding of prospect needs.

Clerk: Gets you to sign up for the store credit card.

RSP: Gets you to spend twice as much (or more!) as you intended to spend.

Clerk: Asks, "Do you have any questions I can answer?"

RSP: Engages the prospect in conversation, even if the prospect doesn't have any questions.

Clerk: Talks about his product knowledge.

RSP: Talks about his product within the framework of the shopper's stated needs.

Clerk: Earns minimum wage; sometimes a bit more.

RSP: Earns a lot more.

If you like this post (or don't) please leave a comment.Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies that sell to consumers in all B2C sectors to increase sales by realizing the buying potential of every prospect.

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