HOW DO I GET TO THE TOP?
What are the special qualifications I must have to beIt is not sufficient just to have a liking for the atmosphere of the stocking department, although it is an essential element in the make-up of a really good saleswoman to have the “feel” of her department.
successful in selling stockings?
It is very necessary to have the ability to cope with, and to take an interest in, totally divergent types of individuals—in a great many shops, sales staff is engaged on a looks-personality basis.
A pleasing appearance is, of course, necessary, but this in itself is not sufficient, personality and the ability to get along generally with people being of even more importance. The retail trade requires these qualifications to a peculiar degree, so many contacts being made in the course of a day’s work, and—all other things being equal—these attributes of enthusiasm, ability to mix, and personal good grooming should in time produce the really top-rating saleswoman. Important as are these qualities, however, the necessary selling experience, and a knowledge of her subject are an absolute essential, so enabling intelligent discussions with customers on the finer points of the hosiery displayed.
By virtue of magazines, radio, and the cinema, shoppers are today in possession of a great many facts regarding the articles they buy, stockings being widely publicised, and the demand for a saleswoman who is an authority on her subject was never more urgent than now.
Customers enter a shop or store in the expectation of buying, and they wish to find sympathetic help. They may have some knowledge of the stockings they want to buy, but they expect to be given more complete information. In a certain degree they have formed a decision, but they expect the saleswoman to show much more decisiveness (based on a knowledge of her subject) and so direct the final purchase.
A lot is being heard at the moment about staff training in the departmental store, but up to the time of writing, no shop or store has evinced any special interest in the art of selling stockings. There are few sections more interesting—or for that