Uneasy money

Even in the 90 years it was thought that the seller - and even the seller-consultant - can be almost everyone. But with the advent of the new millennium on Russia's market is well-known international brands, including luxury ", relevant to the preparation of sales personnel has changed a lot ...man with a van london |

- Despite the demand, the profession of the seller-consultant is not among the most prestigious, - considers Igor Solovyov, director of staff of the company SAVAGE. - Often this work is seen simply as an opportunity to applicants earnings or as the beginning of work, and it does not matter in what capacity.Weight Watcher |

10-12 hours of a shift on his feet on the trading floor - a major burden, both physical and moral. As is known, the customer is always right, and customers are different. And they did not always differ kindness and basic respect for the seller as an individual. A seller-consultant is simply obliged to please every customer and strictly follow the quality standards of service, be cordial and helpful.

Therefore, when selecting an employer first drew attention to the neatness of the candidate, the desire to communicate and willingness to find answers non-standard questions (eg, "what color you like," Which style do you prefer a skirt ") and looks at how interested he expresses his thoughts.

Nadezda Ustinova, director of recruiting Management Company "BNS Group (which owns commercial networks Mexx, Calvin Klein, Pinko and Top Shop): - Requirements for age and professionalism are often dependent on the brand. In Mexx and Top Shop can consider candidates without experience, but in a more prestigious brands - Calvin Klein and Pinko - trying to take qualified consultants. That is, those who already know how to communicate with customers. The higher the permeability of the store and less than the average check, the less risk consultant to disrupt the sale of a bad mood or improper communication with the client. In an expensive store the client may, for example, the question why such an expensive thing sewn in Turkey or China, and the seller's obligation to provide competent response, until the story about the qualities of fabric.

The higher the brand, the more adults we will consider the position of consultant, because they have a good experience and have more confidence in the client, whereas college-age counselors work perfectly in our youth brands. In our central stores, which are often foreigners who are trying to identify personnel with knowledge of European languages.

In retail clothing men have long pushed the ladies. For example, in shops, where there is a men's clothing, we are bound to have a strong gender advisers in women's underwear collection, and take traditionally female. By the way, young people are well manifest themselves in the sale of children's clothing: perhaps the reason is that for children's clothing usually come to the ladies, and small veshchichki in men's hands makes them pleasant emotions.

According to Catherine the Dnieper, personnel director of fashionable clothing store chain operator of large retail, there is still a misconception that trade - is a simple job that does not require special knowledge and do not involve any special effort. Therefore, applicants underestimate the conventionalism of this work, considering that this is akin to companionship, during which - between the business - you're selling the "beautiful things and beautiful people":

- In fact, among the clients are the people tired and razdrazhdennye, and thus you can not get irritated response. Seller-consultant - a role which requires you sweet smile, periodically taking the blows of others bad mood. Another misconception is that things are sold by themselves, without requiring additional effort by the shop personnel.

The difference between the seller and the seller-consultant particularly clearly visible in the luxury brands. If the shops "mass market" sellers rather deal with "sorting", puts the size you want and help navigate the store, the luxury brand consultation process can be time consuming and required qualifications of the seller is higher.

The seller must not only love the product, know its features and be able to teach, but also be resistant to monotony - one of the main features of the flow of customers. Often, clients come into the store without the expressed need, was no doubt about what exactly they want. And when there are many different brands, located in a shopping center, the consultant should be able to show the advantages of its product, such as Gucci handbags, Louis Vuitton bags in front.

How to tell if you can sell, if you had not dealt with this? It is unlikely that this work is for those who has difficulty in communicating, for example, lost in the city, he prefers to look on the map, I turn to the passers-by. Another test: Is it easy for yourself by coming to the store, ask questions to the sellers or unnecessary contact with them, you hate it?

Natalia Martynova, senior manager of training and professional development of staff chain stores SAVAGE:

- Surplus changed and purchasing behavior. For example, condescending and quite favorably perceived in the 90 years of greeting "to help you?" Had become a mockery, or even aggression on the part of buyers. This - like many other moments in the sales assistant with the buyer - a starting point in the development of new training programs on the psychology of sales. Modern consultant must have a whole arsenal of different phrases, and alternative questions to establish contact with different types of buyers and, of course, be prepared for impromptu.

The high level of oral cultures - is one of the most important, if not the most important working tool sales assistant. You can lose the confidence of the buyer, if, for example, to say the word "directory" with the wrong accent. Can I get a loyal buyer of protection specialists, if instead of general use "iron" to use professional highly trained "to iron. These are the details of the work and distinguish high-class consultant from a random person in this profession.

There is a contact - and the contract will

Earnings vendors working with similar types of goods are comparable with each other. Non-food area they represent, on average, 30 thousand, including interest from the sales. Bonus salary structure contributes to the fact that unsuccessful vendors are eliminated in the early stages. And the specificity of the profession has high standards and personal qualities of a consultant.

"In the absence of a minimum requirement in constant dialogue, openness to such a communication, the ability to easily, efficiently and most importantly to establish contact with any person, dealer and consultant professional simply will not happen, - said Igor Soloviev from SAVAGE. - And that he was also successful, it is imperative that quality, as the inner need to be continually useful to people and enjoy the opportunity to provide service to virtually anyone (not just someone who "likable"). It is noticed that the wage seller-consultant directly correlate exactly with the degree of severity he precisely these qualities. Whatever system of material incentives, and neither developed nor introduced, the achievement of any performance or stimulated, wages almost directly dependent on the internal psychological readiness of the seller-adviser to be constantly focused on the customer. Regardless of what external factors. "

One of the important conditions of confinement Catherine Dnieper finds a transparent system of incentives that people knew what it could to reward, and for that - fine: "Often, the candidates explain the departure from the previous company that they were fined" for some reason. "

- If the company is focused on private sales, such as we do in stores Mexx, - says Nadezhda Ustinov - that is a bonus depends mostly on personal sales: this is done for the approval of individual approach to a client when the buyer knows "his" consultant in the face, and vice versa, the seller knows its customers. Counselors must understand the fashion trends to choose the right clothes, have a sense of style, know how to combine things together from different tissues, how to look after things.

As a youth brand Top Shop, where the collections are changed frequently and the range is updated every week, here we are less interested in the fact that our vendors have been consulted. Their goal - to find a buyer the right size, to help him navigate the store, if necessary, to invite the buyer stylist, who will pick up clothes professionally. Therefore, their system of motivation of the other, it depends more on collective sales, as part of the bonus on personal sales small.

If an ordinary employee has some achievements, the work observed, the company will retain and promote it, especially since the policies of most commercial networks aims to create and develop domestic reserves. And when there are vacancies managers, they try zapolnyayut "own" only when absolutely necessary referring to the foreign market competitors.

- Occupation a consultant does not require any special knowledge base, so 80% of sellers are in it - temporarily, either students or members of other professions who have decided to try their hand in this affair, or just temporarily odd jobs - finds Catherine Dnieper. - The remaining 20% really like the process of trade, their choice is conscious and usually they do in this area quite a career. Conditional variants career two. If you know good product, you like to analyze the dynamics of sales, you ask yourself why one thing for sale is better than another, will be able to go to the division of product lines. If you are more interested in management "track", actually grow up to store manager.

Nadezda Ustinova believes that we will soon support the American trend, according to which a large company decided to work for years and even decades: "To do this, we can offer a person to develop an administrative line (including office position). Either on the creative - to become a merchandiser, and then, perhaps, a stylist, whom we always recruit from our sales staff. Lack of education is not an obstacle, if there is experience. I know many of Directors of shops that do not have higher education. Another thing is that the specialists themselves are starting to realize that they lack some knowledge, and ought to learn a little, as one store, it is usually from 60 to 100 people in subjection. And management of such a "Makhinov" requires special training. Some managerial skills, we give the staff in our corporate training center, in the same train our staff shops, which often comes to us without experience.

In most companies there are no requirements for the formation of sellers, but in some stores selling cosmetics and perfumes welcome medical education - basic physiology will help to find a buyer cream more professionally. In shops of sportswear and equipment preferred candidates, carried away by the sports equipment which is represented in the department. For example, sales assistants mountain skis - they are people who regularly ride on the ski slopes, and undergo additional training, ski-tests and share experiences with colleagues, so their advice to the buyer is not unfounded.

According to the holding "Empire of staff, currently sales consultants are in demand, especially in the consumer goods sector, which is more affected by the crisis, but is now beginning to gradually restore their performance. This is due to higher demand for the selection of vendors, consultants in the fashion segment - increased by 28,5% at the end I half compared with the beginning of the year. Also, increased salaries and consultants, and some predict, will continue to grow, but the benefits package and additional bonuses in connection with the ongoing cost optimization, most companies are still missing.

Candidates who are ready to go to the sellers, many: among them are equally represented yesterday, students and people had time to work in any direction, to be here today not in priority. Therefore, employers have the opportunity to be more demanding, often "bend the stick". This happens because of the fact that in early 2009, the company chose one of 2-3 candidates, but now they have to "work off" already 4-5 people at each position. Companies are targeted primarily at people who do not have to be taught, with experience in the segment and ready to immediately engage in work.