Sales Associate Skills (page 1 of 2)	
Sales Associate  Skills	
When you work as a sales associate (or sales clerk), you need to belie
ve that the product or service you sell 
is valuable to customers.  If you do not see the value in what you are s
elling, customers will not see the 
value.  Here are some quotes about selling:
•  Great salespeople are relationship builders who provide value and help t
heir customers.  (J. Gitomer)
•  Pretend that every single person you meet has a sign around his or her n
eck that says, "Make me feel 
important."  Not only will you succeed in sales, you will succeed in lif
e.  (Mary Kay Ash)
•  Most people think "selling" is same as "talking."  But the most effective salespeople know that listening 
is the most important part of their job.  (Bob Hooey)
•  You can have the things in life you want, if you just help other people g
et what they want.  (Zig Ziglar)
Tip #1:  Know Your Product . . . 
1)    Know how to style (clothing), operate,  or use the product. 
2)    Know prices, styles, models, colors, features — and other products th
at support or go with the product.
3)	 	Be	able	to	find	out	if	the	product	is	in	stock,	or	how	long	it	takes	to	get	the	product	into	the	store.
5)    Know history of the product, and the product's future (such as cell pho
ne or tennis shoe brand)
6)    Know the competition (similar products sold by stores) and why your co
mpany's products are better.
7)    Be able to explain your store’s policies concerning returns, repairs, and 
technical help or training.
Tip #2:  Look the Part . . . 
•  Dress	to	fit	the	company's	dress	culture.		For	example,	dress	culture	is	
different for sales associates in an Apple store than for a WalMart store.
•  Dress like a person your customers think they can turn to for advice.
•  Wear clean, wrinkle-free clothes.  Use deodorant and mouth wash. 
•  Practice good posture; relaxed and energetic (not lazy) body moves. 
•  Practice smiling and greeting customers so that "smile and greet" is you
r natural sales personality.
•  Practice making and keeping eye contract with customers, coworkers, supe
rvisors.
Tip #3:  Get Customer’s Attention!
•  When the customer enters the store, offer a friendly greeting:  
1.  "Hello,	I’m	Jason.		 What	can	I	help	you	find	in	our	store?"	
2.  "How	are	you	tonight?		I’m	Jason	and	I	am	happy	to	answer	your	questions."		
3.  "Hi, I’m Jason, and I will be right over there to answer your 
questions	about	our	products."		
•  Do	not	say,	"May	I	help	you?"	because	it	is	often	answered	"no."	
•  Ask questions to draw out customer’s needs.  "What features do 
you	need	in	a	television?"		"What	type	of	shoes	do	you	want?"
•  Start listening to everything the customer says.
•  Make a mental list of the customer’s needs, or use a small note 
pad to take notes about the customer's needs.

Permission to use with usworkworld.com subscription.  	Sales Associate Skills (page 2 of 2)	
QUICK CHECK:
1.	 In	what	do	you	need	to	believe?
2.	 a)	 Who	are	great	salespeople?		b)	 What	do	you	
need	to	pretend?		c)	 What	is	the	most	important	
part	of	the	job?		d)	How	can	you	get	things?
3.  List 7 things you need to know about products.
4.  Describe clothing worn by the following sales 
associates:  a) Disneyland store.  b) Cell phone 
store.  c) Auto sales store.  d) Hardware store.
5.  List 4 things to practice.
6.  a) Give one example of a friendly greeting.  
	 b)	 What	should	you	not	say?		c)	 Why?
7.  a) Give one example of a question to draw out 
the	customer's	needs.		b)	 Why	use	a	note	pad?
8.  a) How do you show that you understand the 
	 customer's	needs?		b)	How	do	you	show	interest	 and	energy	in	the	customer's	needs?	
9.	 a)	 What	do	customers	not	buy?		b)	 What	do	
customers	buy?
10.  a) To focus on "What's in it for me," list 2 things 
you need to explain to the customer.  b) Give 
one example of what you can say to explain 
needs	and	benefits.
11.	 a)	 To	"Get	 Action,"	for	what	should	you	ask?
  b) Give an example of what you could say to do 
ask for the order or sale.
12.  Pretend you are an sales person, and a parent 
walks in the door to buy a video game for their 
child's birthday.  Write essay of 100 words or 
more to describe what you will do and say.  
How	will	you	greet	the	customer?		How	will	
you	find	out	what	the	customer	needs?		How	
will	you	create	desire	for	a	video	game?		 What	
will	you	say	to	ask	for	the	sale?
Tips #4:  Increase Customer’s Interest
•  Show that you understand customer’s needs by speaking the needs:  "You want a 72-inch screen that 
will	fit	over	your	fireplace.		Right	here	we	have	exactly	what	you	want	at	an	excellent	price."		Or	"You	
want	comfortable	shoes	for	the	office.		 We	carry	a	brand	of	office	shoes	that	are	comfortable."		Or	"You	
want a blue prom dress.  We have several blue prom dresses right over here."
•  Show	interest	and	energy	in	the	customer’s	needs	by	launching	a	search	to	find	the	product.
•  Enthusiastically	say,	"I’ll	tell	you	about	the	products	we	have	that	fit	your	needs."		Or,	"We	have	two	
models	on	display	with	the	features	that	you	want."		Or	,"Here	are	the	shoes	with	comfort	soles."		
#5:  Create Desire
•  Customers don’t buy products.  Customers buy what they think products will do to impro
ve their lives.
•  Customers	think,	"What’s	in	it	for	me?"		Focus	on	"What's	in	it	for	me"	by	explaining	to	the	customer:	
(1)	How	the	product	meets	the	customer's	NEEDS.			(2)	How	the	product	BENEFITS	the	customer.		
1.  "This	television	has	the	dimensions	that	fit	over	your	fireplace	plus	a	top		quality	picture.		In	fact,	it’s	on	
sale	so	it	will	save	you	money."	
2.  "These	shoes	have	long-lasting	cushioned	insoles	for	comfort."	
3.  "You	will	save	money	tonight	since	this	 TV	is	on	sale	this	week."	
4.  "When	you	wear	these	shoes,	your	feet	will	not	feel	as	tired	at	the	end	of	the	day."
5.  	"Our	store	also		offers	a	low-price	warranty	so	that	if	anything	does	go	wrong	with	the	television	after	
the	manufacturer’s	warranty	expires,	all	you	do	is	bring	the	television	in	and	we	will	fix	it."	
Get Action —  Ask for the Order or Sale!
•  "Would	you	like	the	red	or	green	sweater?"
•  "If	we	deliver	this	 TV	tomorrow,	will	you	buy	it	tonight?"
•  "Would	you	like	to	use	our	store's	"no	interest	for	12	months"	finance	offer?"
•  "Shall	I	have	it	gift	wrapped?"