Project report

On
DEVELOPMENT OF SKILL INVENTORY
FOR SALES STAFF IN MULTI BRAND
RETAIL GARMENT STORE
Submitted to

Shri Ramdeobaba College of Engineering and

Management, Nagpur
In partial fulfillment for the course in

MASTER OF BUSINESS
ADMINISTRATION (MBA)

In specialization

MARKETING

Department of Management Technology

SHRI RAMDEOBABA COLLEGE OF
ENGINEERING AND MANAGEMENT
Submitted by

Sarang Palewar

Project guide

Dr G. Kudale

RamdeoTekdi, Katol Road, Gittikhadan, Nagpur440013(INDIA)

Department of Management Technology

Shri Ramdeobaba College of Engineering
and Management

DECLARATION

I hereby declare that the project report titled DEVELOPMENT

OF SKILL INVENTORY FOR SALES STAFF IN MULTI BRAND
RETAIL GARMENT STORE is bonafide work done by me
under the guidance of Prof Rupesh Pais. All information and
data given in my project is authentic to best of my knowledge
and taken from reliable sources.

Jagdish S GUPTA

Shri Ramdeobaba College of Engineering

and Management, Nagpur

CERTIFICATE

This is to certify that the project report titled DEVELOPMENT

OF SKILL INVENTORY FOR SALES STAFF IN MULTI
BRANDED RETAIL GARMENT STORE is bonafide work of
Jagdish Gupta, student of MBA (session 2011-2013)
Department of Management Technology, Shri Ramdeobaba
College of Engineering and Management in partial fulfillment of
course in Master of Business Administration (MBA)

Dr. (Mrs) N.V. Shah

Guides Name

Head of Department

Prof RupeshPais

3
Dr V.S.
Deshpande

Principal

TABLE OF CONTENT

SR.NO

PARTICULAR

PAGE- NO

Introduction

04

Need for the study

07

Research objective

11

Research methodology

13

Data analysis and interpretation

19

Conclusion

Suggestions

Referances

Annexure

Executive
Summary

Executive Summary
With liberalization and opening up of many retail outlets, retail sector is facing
stiff competition from the outerworld.Though it is said that competition always
brings the best result in any kind of economy, the other side ofthe story is that
a higher degree of competition also compels some firms to shut down their
business. Hencesurvival and existence becomes a question mark if
competition is intensified. In order to stay in the business andearn profit the
firms have to find out ways to differentiate themselves from others. One of the
many ways tostand out in this hyper competitive business world is by
providing quality service.Today, meeting customers expectation is a major
challenge faced by retail stores in India. Thereforeenhancement of service
quality delivery is of prime concern for this industry. Quality of service has
become akey strategic differentiator and means to achieve business success
within retail sector. Thus thepresent study focuses on customer perception,
sales executives perception and managersexpectation of service quality in
retail stores.The study conducted among retail stores, malls and market
based at Nagpur. The aim of the study is to analyze retail customers
expectations, sales executives perception and managersexpectation and
perceptions regarding service quality and the role of behavior inmeasuring
service quality. For the purpose of evaluating service quality statistical
methods like weighted mean average is used.The findings of this study shows
that there is a expectation gaps between manager, customer and sales
executive and service quality components like physical appearance, reliability,
assurance and negative relationship withempathy and responsiveness. It was
also found that customers expectation was high for timely response
(highmean score for responsiveness with regard to customers expectation)
and their perception was high forassurance (high mean score for assurance
with respect to customers perception). On the basis of this study,the
managers of retail stores are advised to train their personnel to be more
responsive towards customersexpectation and provide them timely service.
Suggestions are also made for proper communication with thecustomers to
be aware about their expectations from the retail stores.

A questionnaire was given to the sales executive to know what the skills which
they possess are, and what are the things which he should know about the
product and customer. Mapping customer expectation is of much importance
in a retail store. The customers expectations are always high and the
company needs to understand the customer behavior in advance. So this
study identified various expectations which the customers, managers and
sales executives expect from each other.
I have considered Multibrand retail stores in Nagpur region for my research
project. I have visited the following retail stores and gathered the information
about the skills needed for the sales staff.

Pantaloon
Lifestyle
Globus
Big bazaar

Introduction

Introduction
In this hyper competitive business world, retaining the loyal customer is a key
to survival and growth of anybusiness. In order to sustain and excel in the
competitive environment, retail industry has to maintain quality asper the
expectations of customers. Retail managers and sales personnel have to
understand the quality and the value of services beingoffered to their
customers as expected by them. The positive consequences of companies
achieving high levelsof customer satisfaction and service quality are well
documented. Indeed, service quality and customer satisfaction issues are
important as companies attemptto differentiate their services and compete
effectively in the marketplace. Most research in the area of service quality has
been based upon themodel developed by many authors, which provides a
comparison of customerexpectations and perceptions of service performance.
Customer satisfaction to a large extent influences the hotel customers
purchase decision. Customer satisfaction leads to loyalty and a flourishing
business. The previous studies states that satisfying the customer leads to
repeat
customer,
personal
recommendations
and
a
favorable
image.Consumer satisfaction and loyalty, secured through high quality
products and services, are essential for longtermsurvival and success.
This study is based upon the expectations of the customers from the sales
personnel, and the managers expectations from the sales personnel. The
study is based on the skills inventory. The skills which are required by the
sales personnel are studied in this study. Sales staff required good
communication skills because they are the first desk people who make
interaction with the customers. The image of the store depends upon the
competency of the sales staff.

A skills inventory can be a useful tool in human resource development

programs since it brings into focus the present level of technical ability and the
achievements to date of all employees who might be considered for
participation in education and training programs. It is a tool through which the
employees recognize the fact that they are working for an organization which
values their skills and competencies and where his contributions are
appreciated.
Certain factors to which the design of skills inventories may be attributed to
are: Most organizations today lack complete, accurate and a comprehensive
9

database regarding the capabilities of the employees. There always is a feel

of a certain skill level that the work force possesses but lack of more precise
information handicaps ability to project potential and impending future
requirements/shortages in certain skill areas. This in turn undermines the
ability to plan for necessary employee training and education, as well as the
ability to determine future directions for the recruiting, selection and
placement of employees and if required purchasing contracted services from
outside the organization. If certain individual position openings occurred within
the organization that require a unique combination of skills and experience it
is difficult to readily identify the best qualified individual. It happens that
employees who are most familiar tended to appear as potential candidates.
This negatively affects managements ability to move employees periodically
to different positions so as to capitalize on their varied talents, as well as to
afford employees opportunities for job variety and development of new skills.
A skills inventory serves someimportant functions within anorganization. Their
primary function is to help the firms understandthe makeup of their
workforces. The data arrived at maybe used for avariety of purposes including
making transfer and promotion decisions,developing needs skills training, and
improving the recruitment andselection process. The basic objective is to
consolidate informationabout the organizations manpower resources into a
flexible formatwhich can serve a wide variety of needs. Over and above there
are fiveorganizational needs that can be met by this system.
The inventory should be a source of data for calculating andevaluating
manpower trend data over time. Turnover rates, accessionrates, and rates of
skills development and upgrading should beavailable as a base for manpower
planning and projections for otheranalyses and reports as well. The skills
inventory should serve as a manpower search andplacement function. If the
data about present employees backgroundsand capabilities is readily
available, it should lead to better selection of employees to fill the vacancies
that arise. It should also ensure that nocandidates are overlooked for
promotion or for optimum manpowerutilization.3. The inventory should serve
as an important audit function and thuspromote better manpower
management.4. The inventory should be flexible enough to serve as a source
of information for manpower research purposes. It can provide a groundfor
studies of selection, of the factors contributing to or blockingsuccess and
mobility, and for evaluations of staffing standards.Inventories are being used
in organizations world over for quitesome time now. Firms have felt their
importance and are increasinglyusing them as a valid and authentic source of
information about theiremployees. However the need for these inventories will
continue torise even in future. Two trends which may be responsible for
thisaspect are:

10

1. Given the dynamic nature of most organizations today, there is

anincreased tendency for jobs to require a greater number of as well
asmore complex skills. To follow up on employees who possess
theseskills is a task which maybe accomplished using this tool.
2. Workers in future are likely to perform a wide range of tasks or
jobs,belong to several team projects, and be moved about the
organization,or from organization to organization, based on needs. This
points outto the fact that staffing decisions will occur more frequently
andrequire skill information for determining who goes where.

This report is intended to assist public and private sector retail store
managers in making decisions about developing or upgrading employee skills
inventories and to reduce the cost of such initiatives by sharing information on
organizations that already have experience in this area. Given today's volatile
business climate, employers that have skills information on employees and
jobs have an advantage in choosing, developing and utilizing human
resources effectively and efficiently. This report provides information on
service-wide and departmental skills inventories currently in use in the retail
sector. It also provides the results of a survey of a sample of Nagpur private
sector companies with experience in developing and using skills inventories.
Analyzing the collective bank of employees' skills can help identify strategic
and corporate training requirements. Moreover, knowledge, at the corporate
level, of serious skills gaps or surpluses enables the organization to plan for
recruitment or downsizing.
I have visited different multi brand retail garment stores and the detail
information about the stores is given below.

Pantaloon
As Indias leading retailer, Future Retail (formerly known as Pantaloon Retail)
inspires trust through innovative offerings, quality products and affordable
prices that help customers achieve a better quality of life every day. they
serve customers in 95 cities across the country through around 16 million
square feet of retail space.

Nagpur, considered the urban conglomerate is the third largest city by

population in the state of Maharashtra. Pantaloons gives its customers great
attractive shopping options in fashion apparel, (men, ladies, kids and infants),
11

lingerie and nightwear, sports apparel, watches and sunglasses, fashion

accessories, cosmetics, perfumes, toys and ladies hand bags to suit various
occasions whether formal wear, casual wear, ethnic wear or fusion wear. The
store is spread over an area of 27,000sq.ft.

The brands for Mens includes John Miller, Lombard, Urbana, Scullers, Indigo
Nation RIG, UMM, BARE Denim, BARE Leisure, and JM Sport. For Women it
has Annabelle, Honey, Akkriti, RIG, UMM, BARE Denim Rangmanch, Trisha
and Ajile and Chalk, BARE, RIG & Lee Cooper Junior for Kids.
Apart from apparels, customers can shop for watches from brands like Tommy
Hilfiger, Citizen, Titan, Fastrack, Timex, Esprit, Kennethe cole and more. The
customers can also buy trendy sunglasses from popular brands like Allen
Solly, Polaroid, I Dee, Scott, Guess, Police and many more. Ladies handbags
brands like Lino Perros, Richborn & Baggit and Colour cosmetics and
perfumes will respectively be the added attractions to the accessory and
beauty segments of the store.

Lifestyle

Lifestyle International (P) Ltd, part of the prestigious Dubai based Landmark
Group, started its operations in India with the launch of the first Lifestyle store
in Chennai in 1999. In little over a decades time, Lifestyle has established
itself amongst the leading retail companies in India.
Positioned as a youthful, stylish and a vibrant brand, Lifestyle Departmental
stores offer its customers not just the ease of shopping but also an enjoyable
shopping experience. Each Lifestyle store brings together five concepts under
one roof Apparel, Footwear, Childrens Wear & Toys, Furniture & Home
Furnishings, Beauty & Fashion Accessories - offering a convenience of a onestop shop and a wide choice of national & international brands.
Nagpur, October 08, 2010: Lifestyle International (P) Ltd., part of 3.2 billion
Dubai based retail giant Landmark Group, has launched its 1st Lifestyle store
in the city today, taking the total number of Lifestyle store to 23 in the country.
Located at Empress Mall, Sir Bezonji Mehta Road, Nagpur; the new store is

12

spread across 3 floors encompassing 50,000 sq ft of space and promises to

offer customers a truly exceptional shopping experience.
Redefining shopping in the city, the new Lifestyle store promises to offer the
people of Nagpur a pleasurable shopping experience, with a choice of more
than 350 national and international brands across apparel, footwear, children
wear and infant basics, home furnishing & household, cosmetics and
perfumes and much more under one roof.
The Lifestyle store defines the concept of shopping with its chic and consumer
friendly interiors which allow shoppers to move around and absorb what is on
offer to shop. Colour cues, flooring and fixtures distinct to each area enhance
the store appearance and make it a pleasurable shopping experience. The
store offers consumers, the choice of more than 350 national and international
brands including Louis Philippe, Van Heusen, Arrow, Park Avenue, Benetton,
Bossini, Nike, Adidas, Allen Solly, Levis, Kappa, Lee Cooper, Police, Tommy
Hilfiger, Swatch, Tissot and Tag Heuer etc. across categories including
Apparel, Cosmetics, Footwear, Toys & Children Wear and international brands
like Bossini.

Globus
Globus is a retail clothing store chain, based in Mumbai, India. Its part of
the Rajan Raheja Group. As of April 2012, the chain has 35 locations in 22
cities in India.
Globus was founded in January 1998. Its first location (at 35,000 square foot
store) opened in Indore in June 1999, followed by two locations in Chennai.
Its Mumbai flagship location opened in November 2001. By May 2008 the
chain had expanded to 24 stores, and started a push to greatly expand the
number of locations. The chain has previously announced bold plans to
expand to a much larger number of stores, such as 150.
The chain was run by Ved Prakash Arya from its founding until March 2004.
Kareena Kapoor became the brand ambassador in 2008, and planned to
launch her own clothing line with the store.
Globus is on a mission to revolutionize fashion and became an iconic youth
fashion brand in India. we aim at creating a deep connection with the Indian
youth with inspiring product designs, signature store experiences and
compelling marketing.

13

Globus will undoubtedly bring unique fashion products; spawn haute trends
and provide powerful inspiration to young customers to experiment further and
make individual style statements. Energized by this mission, a dynamic team
of passionate employees and business partners is constantly evolving and
innovating with a view to delight the consumer.

Need for the Study

14

Need for the study

There are several general trends that are pushing organizations to look more
closely at the advantages of using employee skills inventories. These include:

High costs of employee salaries, benefits and training;

Delayering of levels of management;

Technology;

The need to be competitive; and

New human resource strategies that affect organizational performance.

In today's service-driven marketplace, the greatest single cost is for employee

compensation and maintenance. This is a dynamic era, where only profit
making is not the goal of the organization. Now it have changed to customer
satisfaction and customer delight. Proper communication and greeting helps
in customer retention, it also helps in repeating the customers visits to the
store. The technology and the needs of customers are changing, the
mentality and psychology of the customers are changing due to the
introduction of new branded stores in the market. The expectations of the
employees and customers are now too high regarding the services.
Customers come with different mindsets, it the responsibility of the sales
executive to map the mind of the customer. The new retail stores have
employees which are professionally trained, but when we talk about
conventional stores some of the skills are still lacking. The stores who have
good brand image and monopoly in the market try to dominate the customers.
It doesnt matter how they talk to the customers and treat them. They are not
15

afraid of customers loss. The new stores identified these problems and came
up with new customer retention strategies. The conventional store sales
executive still dont know many of the changes which have taken place in the
market.
The advertisements with the use of different and dynamic media are making
the customers expectations high and the sales staff is still finding it difficult to
match the customers expectations with their product and services.
Employers are searching for very specialized, highly educated individuals and
will pay well for such expertise. Smart organizations seek to maximize their
use of these expensive resources.
Organizations in the developing stage are generally small and managed by
one person or a very small management team. Everyone knows everyone
else and what their skills are. The organization loses this knowledge when it
grows past a certain size, or the rate of recruitment accelerates. Many large
organizations today are streamlining to reduce the number of layers of
management. When one layer of management is eliminated, personal
knowledge of staff is reduced.
Moreover, comprehensive information about the people in an organization can
either speed up staffing, or eliminate it entirely in cases where lateral moves
of individuals who are already skilled can be considered as an alternative.
Different positions of the employees will be based on the employee's
strengths or weaknesses in certain skills. As well, the broader groupings
under the Universal Job Evaluation Plan (UJEP) will likely create a need for
more precise information about skills.

For organizational structure: Skills can be a basis for job description

systems, and can be hierarchically organized to highlight the progression
between levels within a job category. Subsequently, functions, jobs and
skill sets can be analysed when rationalizing or restructuring
organizations.

For identifying gaps in training: The skills of incumbents of positions are

sometimes out of alignment with the requirements of their jobs. Comparing
the two quickly identifies the training needs of individuals. Particularly
during times of restructuring and downsizing, employees may be asked to
do more, or to do things differently, which may result in a need for training.

For career planning and employee development: an individual's skills

can be compared to a profile of the group of which he or she is a member,
identifying strengths and weaknesses. Employees can then be counselled
on the skills required for advancement or on lateral developmental job
16

openings for which they are suited and from which they may gain skills
required for promotions. Moreover, management can be informed of
individuals whose skill levels exceed requirements and who may be ready
for higher level duties.

For organizational integration: in national organizations, geography

often places a limitation on the movement of employees if they are not
known outside the region. Having skills inventories available on a
distributed network can eliminate this barrier. Likewise, having an
automated employee skills inventory can greatly accelerate putting
together teams for special projects in matrix organizations that need to
identify people with just the right skills.

For focusing on special communities: analysing the skill profiles of

groups such as employment equity designated groups, the Executive
Group, and the financial, personnel, or informatics community, facilitates
planning to better recruit, develop and utilize the resources found in these
groups.

To assess performance towards articulated goals: both individuals and

organizations can use skills information to evaluate progress towards
developmental and career goals or towards corporate human resource
strategic goals.

For forecasting future employment requirements: skill requirements

can be extrapolated from future business scenarios and compared with the
existing skills base to target long-term developmental and recruitment
initiatives.

17

Research Objectives

18

Objective:
There are various expectations of the customers when they visit a retail store.
The executives are the front desk people in a retail store, who make
interaction with the customer. Nowadays customers are also educated
regarding the quality of product, price of the product and specifications.
Nowadays whenever customer want to buy something, first they visit the
websites know about the prices of the product and then visit to a local retail
stores for purchase and force the seller to sale the product on the price which
was mentioned on the website. Companies are facing problem because of
this, so they need to make some difference between themselves and website.
They can show empathy, ambience to the customers by treating them in a
manner which the website cannot do. These difference making thing requires
some extraordinary skills to satisfy the customers. The treatment of the
employees may lead to customer delight. So the objectives of the study are:
-To identify the keys dimensions of skills those are important to for sales staff.
- To study employees attitude towards the customers.
- To study the expectations of the retail store managers from their sales
employees.
- To provide suggestions and recommendations.

Scope of the study:

19

-This study covers retail stores of Nagpur only.

-The study will help each employee, managers and customers to understand
more about their role and become clear abouttheir functions.
-The study will help the organization in meeting their future personal need.
-The study will help the employee in their personal group byimproving their
knowledge as well as skill.

Research Methodology
20

RESEARCH AND METHODOLOGY

Research is a scientific and systematic search for pertinent information on a
specific topic. In fact it is an art of diligent and systematic inquiry or
investigation into a subject in order to discover a new or revise the facts,
theory and application
According to Clifford Woody research comprises defining and redefining
problems, formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and reaching conclusions;
and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. Methodology is the system followed by particular
discipline. Thus research methodology is way of conduct the research.
In this project the activities that go by the name of research involve mainly a
survey research method that is activities undertaken to refer to the critical and
exhaustive investigation of consumer perception and expectations towards
the sales personnel. In this study, the researcher tried to find out the
expectation of the customers from the sales personnel, skills which the
manager want in their sales personnel and expectations of the sales staff from
the customers. A well-defined questionnaire was given to the customers,
sales staff, and managers to know about their expectations.

Sources of Data

21

To achieve the set of objectives, the researchers identified certain sources of

data. The sources could be categorized as below.
1) Primary data
2) Secondary data
Primary data is important for all areas of research because it is unvarnished
information about the results of an experiment or observation. It is like the
eyewitness testimony at a trial. No one has tarnished it or spun it by adding
their own opinion or bias so it can form the basis of objective conclusions.
Primary data is the specific information collected by the person who is doing
the research. It can be obtained through clinical trials, case studies, true
experiments and randomizes controlled studies. This information can be
analyzed by other experts who may decide to test the validity of the data by
repeating the same experiments.
1. Personal interview
2. Questionnaires

Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly
obtainable than the primary data and also may be available when primary
data cannot be obtained at all.
Here secondary are used

Books
Journal
Magazines
Website

Research Design
It would state the conceptual structure within which the research would be
conducted. The research design would facilitate and yield maximum
information.

The research design implemented here is Exploratory Research.

22

Research Approach
The basic approached to research are quantitative and qualitative research.
This research is quantitative approach as it deals with feelings, perceptions
and behavior of the respondents. This focus on statics as it is a quantitative
research.

Research Instrument
Research instrument is the tool used to collect data for sample. Researcher
has choice of mainly one research instrument which can help to find out the
primary data.
The research instrument used in the research study is structured nondisguised questionnaire.

Questionnaires:
The questionnaire is an important tool for gathering primary data. Poorly
constructed questions can result in large errors and invalidate the research
data, so significant effort should be put into the questionnaire design. The
questionnaire should be tested thoroughly prior to conducting the survey.

Sampling Plan
Universe of the study:
For the given research the universe of the study is- Nagpur region.
All items under consideration in any field of inquiry constitute a total
population known as census inquiry. It can be assumed that in such an
enquiry when all items are covered, no elements of chance is left and highest
accuracy is obtained. But in practice, this may not be true, since the elements
of bias are increased and the number of observations is increased. Besides,
this type of inquiry involves a great deal of time, money or energy.
Who is to be surveyed? The researcher must define the target population that
will be sampled. In this study the researcher has characterized the sampling
unit as the sales executives, managers of a retail store, and the customers
visiting the retail stores. Interviews of sales managers were also taken to
identify the problems faced by them in dealing with customers.
23

Samples Size
How many people should be surveyed? Large samples give more reliable
results than small samples. However, it is not possible to sample the entire
target population in a very short time span. The sample size for this study
was 50 sales executives, 50 managers, and 50 customers.

Sampling Techniques
How should the respondents be selected? Researcher should know whom
he/she is going to survey, or the reason that the respondents must adequately
represent.

The main techniques in this study are:

Non-probability Sampling:
Non-probability Sampling is a sampling technique where the samples are
gathered in a process that does not give all the individuals in the population
equal chances of being selected.

Convenience Sampling
Convenience Sampling is probably the most common of all sampling
techniques, with convenience sampling, the samples are selected because
they are accessible to the researcher. Subjects are chosen simply because
they are easy to recruit, this technique is considered easiest, cheapest and
least time consuming.

LIMIATION OF PROJECT
The project has time bound constraints.
The data for this study was collected from a different organization,
so the perception of the sales staff and managers may vary.
The perception bias or attitude of the respondents may also act as
hurdles to the study.
Some people might feel not to share their view and did not give
adequate information.
24

 The study is only confined to skill inventory.

The sample size taken for the research is small due to the constraint
of time.

Data Analysis and

Interpretation

25

MANAGERS VIEW

1. According to you what are the most important skill required for a
sales executive?

26

According to u what are the most important skills required for a sales executive ?

To Greet customers

good listening

11%

convincing power
17%

good communication

12%
14%
10%

body language

excellent presentation
10%

Multi tasking

Attentive and Courteous

15%
11%

As per the analysis of above graph, it can be found that from the managers
point of view the most important skill that should be present in the sales staff
is to greet customers and should have convincing power. Also it can be seen
from the above graph that all other skills are also more or less equally
important.

2. Where the sales executives are lagging?

27

where the sales executives are lagging ?

To Greet customers good listening convincing power

12%

good communication body language

11%

6%

10%

19%

excellent ppt

Multi tasking

22%

Attentive and Courteous

6%
15%

As per the analysis of above graph, it can be found that from the managers
point of view mostly sales executives are lagging in convincing power and
excellent presentation.

CUSTOMERS VIEW

28

1. What kind of behavior do you expect from sales executive?

What Kind of Behavior do u expect from sales executives ?

Pleasant Smile

personal attention
20%

Courteous Behavior

Understanding the needs

16%

7%
24%

to greet customers

Vernacular Language
19%

13%

As per the analysis of above graph, it can be found that from the customers
point of view customers want personnel attention from sales executive and
communication should be in vernacular language.

2. What do you expect from sales executive to know about the

product?
29

What do you expect from the sales executive to know about the product ?

28%

Product Knowledge

Product Feature

25%

27%

Product Specification

Brand Knowledge

19%

As per the analysis of above graph, it can be found that from the customers
expect to have full knowledge about the product features and brand
knowledge.

3. What process related activities do you expect from sales

executive?
30

What Process related activities do you expect from sales executives ?

Product demonstration

Vernacular Language
15%

Product Trial

10%
12%

Home Delivery

assistance

Answering Customers querry

22%
17%

Understanding the needs

18%

6%

As per the analysis of above graph, it can be found that from the customers
point of view customers expect from sales executive it should solve the
queries and it should demonstrate the product and support well.

EXECUTIVE VIEW
31

1. According to you what are the most important skill required for a
sales executive?
According to u what are the most important skills required for a sales executive ?

To Greet customers

good listening

11%

convincing
power
7%
4%

good communication

19%
30%

body language

excellent ppt

Multi tasking

13%

6%

Attentive and Courteous

10%

As per the analysis of above graph, it can be found that from the executive
point of view the most important skill that should be present in the sales
executive is convincing power and good communication.

32

2. Which skills do u feel are in you?

Which skills do you feel are in you ?

To Greet customers

good listening convincing power

8%

good communication body language

16%

13%

17%

11%

excellent ppt

Multi tasking

Attentive and Courteous

9%

14%
11%

As per the analysis of above graph, it can be found that from the executive
feels that they are the good listeners as well as they greet customer well,
good presentation and body language.

Conclusion
33

Service businesses have been growing rapidly in recent decades, while

customer demand for high quality service is increasing. This is certainly the
case at the retail garment store. To remain competitive, the store needs to
analyze customers expectation and perception towards the service quality of
its sales staff.

Level

Skills required

Skill Gaps

From
Managers
View

To greet customers, convincing

power and good listening are
the key skills which must be
present in the sales staff.

Sales staff of multibrand retail

garment store is lagging in the
skills such as convincing
power and presentation skills.

From
Customer
s View

The sales staff should have the

skills such as giving personal
attention, vernacular language
and should greet customers
with pleasant smile.
Customers expect from the
sales staff to deliver the
complete product knowledge
and the ability to solve their
queries.
According to sales executives,
the necessary skills includes
convincing
power
and
multitasking ability.Knowledge
about the merchandise in
inventory to help customers
find the desired merchandise
which is not on display.Ability to
describe merchandise and
explain use,operation, and care
of merchandise to customers.

Inadequate
productspecific
knowledge,especially at the
entrylevel.Inadequate
Communication
skillsand
interpersonal skillsis the major
concern asit is relatively easier
tobridge gaps infunctional
skills.

From
Executive
view

Inadequateunderstanding of
salespromotion, marketing
and other schemes.

34

SUGGESTIONS

The sales staff should be trained by the experts of the industries.

Proper training mechanism must be implemented by the mangers in
the multibrand retail store to provide appropriate training to their sales
employees.

The training module must include the necessary skills which are to be
present in the sales staff.

In depth knowledge of store offerings. The person should be aware of

the offerings of competing stores/brands. For e.g., in case of sales
person engaged in apparel retail, knowledge of type of fabrics, styles,
etc. of competing brands would be important.

Manager should evaluate the performance of the sales staff

periodically and need to identify the skills in which the sales staffs are
lagging.

Knowledge of current sales promotion schemes of the company and

ability to communicate the same to the customers.

In multi-brand stores (large apparel formats), the sales counter staff

need to have general product knowledge, basic knowledge of English
and local languages, and a cheerful disposition.

35

REFERENCES

36

References
Books

o Service Marketing (By Vallirie Zeithaml)

o Services Marketing Rajendra Nargundkar, Tata McGrawHill
o Services Marketing: K. Rama Mohana Rao, Pearson
Internet
www.google.com
www.salesforce.com
www.businessweek.com

37

Annexure
Questionnaire

38

DEVELOPMENT OF SKILL INVENTORY FOR SALES

STAFF IN MULTI BRAND RETAIL GARMENT STORE

MANAGERS VIEW
1. According to you what are the most important skill required for a
sales executive?

Parameters
To greet Customer properly
Good listening
Convincing Power
Good Communication
Body Language
Excellent Presentation Skill
Multitasking

Attentive and Courteous

2. Where the sales executives are lagging?

Parameters

To greet Customer properly

Good listening
Convincing Power
Good Communication
39

Body Language
Excellent Presentation Skill
Multitasking
Attentive and Courteous

CUSTOMERS VIEW
1. What kind of behavior do you expect from sales executive?
Parameters
Product Knowledge
Pleasant Smile
Personal Attention
Courteous Behavior
Understanding the Needs
To greet Customer
Vernacular Language

2. What do you expect from sales executive to know about the

product?
Parameters
Product Knowledge
Product Feature
Product Specification
Brand Knowledge

3. What process related activities do you expect from sales

executive?
Parameters
Product Demonstration

40

Vernacular Language
Product Trial
Home Delivery
Service
Solving the customers query

Understanding the Needs

EXECUTIVE VIEW
1. According to you what are the most important skill required for a
sales executive?

Parameters
To greet Customer properly
Good listening
Convincing Power
Good Communication
Body Language
Excellent Presentation Skill
Multitasking

Attentive and Courteous

2. Which skills do you feel are in you?

Parameters
To greet Customer properly
Good listening
Convincing Power
Good Communication
Body Language
Excellent Presentation Skill
Multitasking

Attentive and Courteous

41