Every sale starts with a Hello

When I was 19 years old I was hired as a casual at a small boutique in the mall down the road. As one would expect from a 19-year old, my only concern was the money I could earn.

I had no interest in the clothing I was selling or the customers that were frequenting that store. I sat at the cash desk and surveyed the store. I would greet customers and assist them if they asked for help. In my mind I was doing exactly what one would expect of a sales casual. To make matters worse, I was alone in the store on a Friday evening for 4 hours, as the regular manageress went home to her family.

I filled that position for about 2 months before I was fired… on a technicality of course. I was bitterly upset as I had no idea what I had actually done wrong!

After all, I was never interviewed to establish what experience I had or whether I was actually passionate about clothing, to begin with. Once I was employed, I got absolutely no training regarding sales either. No information on the product I was selling, no guidance on how to approach the customer, engage with the customer and sell the product. I don’t even think they told me how to dress for the job. I was 19, so surely I should have known all this? In your dreams!

I’m wondering how many smaller retail stores and even vendor businesses are doing the same with their casual staff today? So let’s focus on the lessons here:

Firstly, it’s vital to have passionate casual employees and not just people who are filling the gap when you are not there. They must be familiar with their environment and understand the market, and not just be in it to earn a quick buck.

Secondly, training is essential. Not merely teaching them what they are selling, but how to sell it too. If the casual staff can’t sell, should they be replacing the permanent staff at all?

I had the unfortunate experience of dealing with an unenthusiastic, untrained casual at a print shop the other day. Even if casuals only work 4 hours a week, to the world out there they are representing your store. The way in which they do it leaves an impression on all the customers they come into contact with. So make sure it’s a memorable and worthwhile impression. One that gets them to return again and again.

Hire for a great attitude, then make sure you teach all the skills required and then encourage the sale with an extra bit of oomph – which will obviously depend on the kind of business you have. But never, ever think this all comes naturally to a stranger off the street. It doesn’t. It is taught and enforced. Every time. Every day.