DISSERTATION REPORT PROJECT TITLE A STUDY ON THE TRAINING ASPECTS OF THE SALES PEOPLE IN THE RETAIL INDUSTRY This dissertation report is being submitted as part of the requirements of the BBA Program of Baba Farid College of Management & Technology. The study has been undertaken by: Harkirat Singh Dhaliwal UID NO-112261139 With the guidance and support of Lect. Baldeep Singh Faculty Baba Farid College of Management & Technology 1
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DISSERTATION REPORT
PROJECT TITLE
A STUDY ON THE TRAINING ASPECTS OF THE SALES PEOPLE IN THE RETAIL INDUSTRY
This dissertation report is being submitted as part of the requirements of the BBA Program of Baba Farid College of Management & Technology. The study has been
undertaken by:
Harkirat Singh DhaliwalUID NO-112261139
With the guidance and support of
Lect. Baldeep SinghFaculty
Baba Farid College of Management & Technology
2014
1
GUIDE CERTICATE
This is to certify that Mr. Harkirat Singh Dhaliwal of our institute has completed
his dissertation in RETAIL INDUSTRY and carried out a study on THE
TRAINING ASPECTS OF SALES PEOPLE IN RETAIL INDUSTRY, under my
guidance.
Date:Place: Bathinda
2
DECLARATION
I Harkirat Singh Dhaliwal, studying in Baba Farid College of Management &
Technology, Bathinda do hereby declare that this Dissertation Report relating to
RETAIL INDUSTRY and the topic STUDY ON THE TRAINING ASPECTS OF
SALES PEOPLE IN THE RETAIL INDUSTRY has been prepared by me after
doing a research in this industry, as part of the requirements of the BBA Program
(2014). My guide for the training has been Lect. Baldeep Singh.
I further declare that this Dissertation Report has not been submitted earlier to any
other University or Institute for the award of any Degree or Diploma.
Date:Place: Bathinda
HARKIRAT SINGH DHALIWAL
UID NO-112261139
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ACKNOWLEDGEMENT
I wish to express my deep sense of gratitude to _______________, Baba Farid college
of Management & Technology for providing me the opportunity to do my
Dissertation, which provided me with lot of practical experience of the industry.
I wish to record my deep sense of gratitude to project my guide Lect. Baldeep Singh
for his kind support, advice and encouragement from the beginning of the project
till the completion of the project report.
I would also like to acknowledge all those respondents who have lend their precious
time without which this dissertation work would not have been successful.
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CHAPTERS PAGE-NO1) INTRODUCTION 1
2) DESIGN OF THE STUDY 4
3) PROFILE OF THE RESPONDENTS 7
4) ANALYSIS 34
5) FINDING, CONLUSION AND SUGGESTIONS 58
ANNEXURE
BIBLIOGRAPHY
5
Serial No
Description Table no Graph no Page no
1 Importance of training 1 1 43
2 Assessment of training needs 2 2 44
3 Number of sales people in Bathinda 3 3 45
4 Number of sales people in India 4 4 46
5 Frequency of conducting the training programme
5 5 47
6 Budget for training 6 6 48
7 Aims and objectives of training 7 7 498 Methods used for training 8 8 50
9 Place of training 9 9 5110 Why train sales force 10 10 52
11 The Trainer 11 11 5312 Product or service 12 12 54
13 Contents of the training 13 13 5514 Training aids used 14 14 56
15 Instructional methods 15 15 5716 Effectiveness of the training 16 16 58
17 Frequency of the training programme 17 17 59
18 Suggestions by the sales force 18 18 6019 Training needs 19 19 61
20 Experience of sales people 20 20 6221 Qualification of sales force 21 21 63
22 Income of sales people 22 22 6423 Commission and incentives 23 23 65
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EXECUTIVE SUMMARY
This report is the outcome of my learning during the research that I have done on the
training needs of the sales people in the retail industry, Bathinda, as part of my
dessertation. This report gives a clear view of the retail sector, and the training facilities
provided to the sales force of retail industry. The report gives a view of the industry and
its activities.
India's retail sector appears backward not only by the standards of industrialized countries
but also in comparison with several other emerging markets in Asia and elsewhere. There
are only 14 companies that run department stores and only two with hypermarkets. While
the number of businesses operating supermarkets is higher (385 in 2010), most of these
had only one outlet. The number of companies with supermarket chains was less than 1.
However, the retail market is growing, not only in terms of numbers but also in terms of
stature, image and class. It is interesting to know that in a modern city like Mumbai,
which already had relatively good standards, the retail industry has moved to an even
higher level.
Customers are constantly changing and their expectations keep rising. Today Indians
have become world class consumers who demand world class service.
Regular update of skills, training, development and technology (bearing in mind the
necessity of keeping the human element in place because technology in itself, is cold,
impersonal and not at all customer friendly) will ensure that brand marketers are able to
keep pace in a dynamic world.
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The market survey was conducted to know what kind of training is currently provided by
the retail companies. Almost all kinds of retail outlets were covered under this research
like the retail outlets of big brands of sports wear, clothing showrooms, food retailers of
all sizes. There were different numbers of sales people working in different kinds of retail
companies. All of them were provided with various training and this study was to identify
those training details in this industry.
The sampling method used was judgmental and convenience sampling.
In retail industry which is in boom from past one decade there is a drastic change in the
way the business is run. Now there are lots of major players in this industry from small to
big. The retail business has become more organized and customer oriented. So the
people in this industry are also changing with a more professional outlook with more
knowledge and skills to impress the consumers and make good volume of sales at the end
of the day. According to the requirements the sales people are to be trained and this study
was conducted to access the effectiveness of the training being given to the sales force at
present. The study came out with the findings that there is a good improvement in
fulfilling the training needs of sales force in retail industry in Bathinda. Some more
improvements are needed which are specified in the interpretation and suggestions.
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INTRODUCTION:
This research is basically done to find out the training needs of the sales people in the
retail industry and how they are being fulfilled. The retail industry in our country is at
boom and getting organized day by day, the demands of customers are not just great
products but also great shopping experience and to make this possible a retail outlet
should have well trained sales people. This study is made to know how well the sales
people of retail industry in Bathinda are trained to meet the customer expectations and
global standards.
The retail sales people demonstrate how items work and explain details of items to
customers; they give information about various models, colors, and brands of an item.
Sometimes they give special information about very expensive or complex items. They
help customers to find items in the store, they try to convince customers to buy those
items. Retail sales people compute the amount of the total sale and received cash, cheque
or credit card payments. Sales people also handle returns or exchanges of items.
The above mentioned are the very basic and important duties of sales people and they
require great skills and knowledge to perform well. And this high level performance can
only be seen if the sales people are provided with training as and when required.
Retailers are increasingly stressing the importance of providing courteous and efficient
service in order to remain competitive. The direct link between the customers and the
company is the sales people who are expected to provide this courteous and efficient
service to the customers. Sales people are periodically given training to update and refine
their skills for providing the best customers.
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A sales persons gain experience and seniority; they usually move to positions of greater
responsibility and may be given their choice of departments. This often means moving to
areas with potentially higher earnings and commissions. The highest earnings potential is
usually found in big-ticket items. This type of positions often requires the most
knowledge of the product and the highest talent for persuasion. So training is the most
important aspect in recent trend which increases the potential of sales people to meet the
organizational and personal objectives
The retail industry in Bathinda has changed its face and approach. Sales people working
in this industry play major role in handling the customers effectively. This study is done
to evaluate the training system used by the retail industry in Bathinda. And also to
understand training aspects which keeps the sales force of retain industry fit and ready to
face any kind of challenges, particularly due to increasing domestic and international
competition.
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DESIGN OF THE STUDY:
Problem statement:
The retail industry in Bathinda has changed its face and approach. From small
outlets to big showrooms and departmental stores, every retailer is giving their business a
new look. Sales people working here play a major role by handling the customers
effectively. Customers are of various types and to handle them and their queries, sales
people should be having good skills and knowledge. This study is to understand the
training aspects which keep the sales force of retail industry fit and ready to face any kind
of challenges, particularly due to increasing domestic and international competition.
Objectives:
1. To understand the training needs of the sales people in the retail industry in
Bathinda.
2. To evaluate the training system used by the retail industry in Bathinda.
3. To suggest improvements to the existing training programmes conducted by retail
industry.
Research methodology:
Sources of data: primary and secondary.
Primary data is collected by using descriptive research method from retail outlets of all
types.
Secondary data is collected from the internet, journals and news paper.
Sampling method:
Non-probabilistic Sampling scheme by using convenience and judgment sampling
technique.
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Sampling size:
70
Sampling unit:
Retail-outlets of all types.
Method of contact:
Personal interviews/contacts were carried out for the retail outlets.
Research Instrument:
Structured questionnaire used to collect the primary data.
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PROFILE OF THE RESPONDENTS:
Respondents were all types of retailers, in which again the sales managers, the
outlet owners and the sales people were asked the questions.
These retail outlets were from all over the Bathinda city.
These retailers were into all kind businesses like FMCG, durable goods and
others.
There were no geographical limitation (Bathinda) while selection of the retail
outlets.
All the respondents were individuals and no group responses were collected.
INDUSTRY PROFILE:
Whether selling shoes, computer equipment, or automobiles, retail salespersons assist
customers in finding what they are looking for and try to interest them in buying the
merchandise. They describe a product’s features, demonstrate its use, or show various
models and colors. For some sales jobs, particularly those selling expensive and complex
items, retail salespersons need special knowledge or skills. For example, salespersons
who sell automobiles must be able to explain to customers the features of various models,
the meaning of manufacturers’ specifications, and the types of options and financing
available.
Consumers spend millions of dollars every day on merchandise and often form their
impressions of a store by evaluating its sales force. Therefore, retailers are increasingly
stressing the importance of providing courteous and efficient service in order to remain
competitive. When a customer wants an item that is not on the sales floor, for example,
the salesperson may check the stockroom, place a special order, or call another store to
locate the item.
In addition to selling, most retail salespersons, especially those who work in department
and apparel stores, make out sales checks; receive cash, check, and charge payments; bag
or package purchases; and give change and receipts. Depending on the hours they work,
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retail salespersons may have to open or close cash registers. This may include counting
the money; separating charge slips, coupons, and exchange vouchers; and making
deposits at the cash office. Salespersons are often held responsible for the contents of
their registers, and repeated shortages are cause for dismissal in many organizations.
Salespersons may also handle returns and exchanges of merchandise, wrap gifts, and
keep their work areas neat. In addition, they may help stock shelves or racks, arrange for
mailing or delivery of purchases, mark price tags, take inventory, and prepare displays.
WORKING CONDITIONS:
Most salespersons in retail trade work in clean, comfortable, well-lighted stores.
However, they often stand for long periods and may need supervisory approval to leave
the sales floor.
This job can be rewarding for those who enjoy working with people. Patience and
courtesy are required, especially when the work is repetitious and the customers
demanding.
EMPLOYEMENT:
The sales people worked in stores ranging from small specialty shops employing a few
workers, to giant department stores with hundreds of salespersons. In addition, some
were self-employed representatives of direct sales companies and mail-order houses. The
largest employers of retail salespersons are department stores, clothing and accessories
stores, furniture and home furnishing stores, and motor vehicle dealers.
This occupation offers many opportunities for part-time work and is especially appealing
to students, retirees, and others looking to supplement their income. However, most of
those selling "big ticket" items, such as cars, furniture, and electronic equipment, work
full time and have substantial experience.
EDUCATION AND TRAINING:
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There usually are no formal education requirements for this type of work, although a high
school diploma or equivalent is increasingly preferred. Employers look for people who
enjoy working with others and have the tact and patience to deal with difficult customers.
Among other desirable characteristics are an interest in sales work, a neat appearance,
and the ability to communicate clearly and effectively. The ability to speak more than one
language may be helpful for employment in stores in communities where people from
various cultures tend to live and shop. Before hiring a salesperson, some employers may
conduct a background check, especially for a job selling high-priced items.
In most small stores, an experienced employee, or the proprietor, instructs newly-hired
sales personnel in making out sales checks and operating cash registers. In large stores,
training programs are more formal and usually conducted over several days. Topics
usually discussed are customer service, security, the store’s policies and procedures, and
how to work a cash register. Depending on the type of product they are selling, they may
be given additional specialized training by manufacturers’ representatives. For example,
those working in cosmetics receive instruction on the types of products available and for
whom the cosmetics would be most beneficial. Likewise, salespersons employed by
motor vehicle dealers may be required to participate in training programs designed to
provide information on the technical details of standard and optional equipment available
on new models. Because providing the best service to customers is a high priority for
many employers, employees are often given periodic training to update and refine their
skills.
JOB OUTLOOK:
As in the past, employment opportunities for retail salespersons are expected to continue
to be good because of the many job openings created each year due to the need to replace
the large number of workers who transfer to other occupations or leave the labor force.
Additional openings will be created by growth in employment of retail salespersons.
Employment is expected to increase about as fast as the average for all occupations
through the year 2008 due to anticipated growth in retail sales created by a growing
population. There will continue to be many opportunities for part-time workers, and
This graph shows the details about what the sales people suggest about the training for its
betterment. Most of them have no suggestions and few of them suggest to improve in the
case of trainer and the contents used or provided.
Inference: 69% of the salesforce have no suggestions for improving the training
programme.
TRAINING NEEDS
In which areas of your selling job you need training?
Selling techniques 22.97%
Negotiating skills 9.79%
Communication skills 22.29%
Product knowledge 22.63%
Market knowledge 20.94%
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Retailing operations 0%
Consumer behaviors 1.35%
Any other 0%
Table19
selling techniques
negotiating skills
communicationskillsproduct knowledge
marketingknowledge
consumer behavior
Graph-19
This graph shows us the areas in which the sales force feels they need training. The rate
the selling techniques, communication skills, product and market knowledge as their first
priorities.
Inference: selling techniques (22%), communication skills (22%), product knowledge
(22%), market knowledge (20%) are the areas which are prioritized by the sales people.
EXPERIENCE OF SALES PEOPLE
How many years of experience do you have in selling?
0-6 months 50%
7-24 months 50%
25-60 months 0%
>5 years 0%
Table-20
60
0%
10%
20%
30%
40%
50%
60%
0 to 6months
7 to 24months
25 to 60months
>5 years
Series2
Graph-20
This graph gives the details of the experience that the sales people have in retail industry.
Most of them have either 6 months or at max 2years. This shows that most of the sales
people the retail industry don’t stick to this industry for a long time.
Inference: sales people in this industry do not have experience of more than 2 years.
QUALIFICATION OF THE SALES FORCE
Your qualification.
Below SSLC 2.38%
SSLC 95.23%
Graduation 2.8%
Any other 0%
Table-21
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below SSLC
SSLCgraduationanyother
Graph-21
The following graph gives the educational details of the sales force in retain industry.
Most of the sales people in this industry are not highly educated. They have the minimum
qualification required to do the job. Almost all of them are either SSLC pass or even
under that.
Inference: 95% of the sales people’ qualification is SSLC.
INCOME OF SALES FORCE
Your monthly income (Rs)
<3000 7.35%
3000-5000 70.58%
5000-7500 22.05%
7500-10000 0%
>10000 0%
Table-22
62
<30003001 to 5000
5001 to 75007500 to 10000
>10000
Table-22
This graph gives the details about the income of the sales force in retail industry. Most of
the sales people get between three to five thousands per month. Only few get five to
seven and a half thousands per month. So the income level of sales people in this industry
is very less.
Inference: 705 of sales force’ monthly income ranges from 3000 to 5000.
COMMISION AND INCENTIVES
Does your income include commission or incentives?
Only fixed salary 98.33%
Only commission 0%
Some percent commission 0%
Fixed salary + commission 1.66%
Any other 0%
Table-23
63
0.00%
20.00%40.00%
60.00%80.00%
100.00%120.00%
only
fixed
salary
only
commisi
on
some p
ercen
t com
mision
fixed
salar
y+ co
mmision
any o
ther
Series2
Graph-23
This graph shows us the type of compensation paid to the sales people in retail industry.
Most of the companies pay only fixed salaries to them, only few provide for incentives
based on the performance.
Inference: 98% of sales people have only fixed salary in this industry.
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FINDINGS:
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1. The companies in retail industry give a lot of importance (79%) to the training of
sales people.
2. The training needs of sales people are assessed mostly (98%) on the basis of their
job description.
3. Most of the retail outlets (93%) have around 1 to 5 sales people working for them.
4. The training in most of the companies (79%) is provided only once in a year.
5. Most of the companies (63%) do not have any fixed budget for training their sales
people.
6. Most of the companies (25%) use lectures and on the job training (75%) as the
training methods.
7. The training takes place in the company premises itself.
8. Product knowledge, selling techniques, market knowledge and negotiating skills
are given the most importance in training the sales force in retail industry.
9. Black and white boards (50%) and product manuals (90%) are used as training
aids in the training sessions.
10. Most (93%) of the sales people feel training is very helpful in doing their job well.
11. Most of the companies in retail industry have employed sales people with low
qualification such as SSLC (95%) and Graduation (3%).
12. Most of the retail companies (70%) give salaries between 3 thousands to 5
thousands per month and mostly (98%) they give only fixed salaries, without any
incentives.
CONCLUSION:
The nature of training itself is undergoing a transformation. Organizational
expectations for training have shifted dramatically. The pronounced change is a new and
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vigorous justification of the cost of training based on Return on Investment(ROI) and
organizational impact. This transition has been driven by the competitive nature of the
international economy.
In Retail Industry which is in boom from past one decade there is a drastic change in
the way the business is run. So the people in this industry are also changing with more
professional outlook with more knowledge and skills to impress the consumers and make
good sales at the end of the day.
The study indicates that training of sales people is given importance to greater extent to
meet the requirements. Basically the assessment of the training needs is done by
Companies on the basis of job description of the salespeople. The frequency of
conducting the training programme to sales people in retail industry is mostly once in a
year and most retailers do not have any fixed budget allocated for training programmes.
The nature of training itself is undergoing a transformation. As training has moved
from satisfying trainees to improving organizational and sales performance.
Effective sales training is the foundation upon which long term sales success is built.
Hence the study indicates that for effectiveness of training programmes the sales people
are given on the job training at the company premises. Most of retail organisations have
their own faculty from the company as the trainer. Most of them use black and white
board in the training sessions as their aids, and very few use overhead and LCD
Projectors.
The ability to generate and apply knowledge is a competitive advantage and in order to
sustain competitive advantage of sales people they are provided with product knowledge,
selling skills, and market knowledge through training.
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The instructional material provided during the training is manuals or leaflets that give
product details. However, case method of studies, role-plays, CDs is not used at all by
any retailer in the training programmes.
The study has also provided an insight in understanding the sales people point of view
with regards to the training programmes that are provided to them by the company. Sales
people feel the training programmes are helpful in meeting the requirements of the
organisation. Most of them are satisfied with the training being conducted once in a year.
The areas included in training such as selling techniques, communication skills, product
knowledge and market knowledge have served the sales people’s expectations to a great
extent. The experience of sales people is ranging from six months to two years. Most of
the sales people in this industry are not highly educated, they have minimum qualification
required to do the job, and most of them are SSLC passed. Their salary ranges from
Rs3000 to Rs5000 (per month) which is fixed and only few companies provide for
incentives based on performance (1.66%).
Finally to conclude, the training aspects of sales people in retail industry of Bathinda
are well taken care. The companies now are giving a lot of importance to the training, as
it makes a lot of difference to the success of their business and to sustain in the market.
There are a few improvements required which can enable the sales people with even
better skills to impress, convince and handle the customers very well.
SUGGESTIONS
Their should be better quality of trainers and the better methods of training
needed as some of the sales people are not very satisfied with them.
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Most of the companies provide training only once in a year which is not sufficient
as the market is very dynamic, hence the sales people should be provided with
training as and when needed to update their knowledge in addition to once a year
training.
Specific training objectives should be outlined on the basis of performance
parameters, job description, and type of product and market.
The trainee should be helped to see the need for training by making him aware of
the personal benefits he can achieve through better performance.
If necessary, a combination of training methods should be selected such as role
play, case method, video cassette/CD, lectures, demonstration of product etc.
The trainees should be provided with regular, constructive feedback concerning
their progress in training and implementation of the newly acquired abilities.
In retail industry it is seen that the sales people are not highly educated, hence, the
training content should be very simple and easy to understand.
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ANNEXURE
1) How much importance your company gives to training of salespersons? Why?o Very importanto Importanto Somewhat importanto Not at all important.
2) How training needs of salespeople are assessed? Based ono Performance Evaluation o Changes in products/marketso Job descriptiono Any other
3) What is the strength of your sales force ono All Indiao Bathinda office
Bathinda All India1-5 1-56-10 6-1011-20 11-20>20 >20
4) How often the training programmes are conducted for sales people?o Once a yearo Two or more times a yearo As and when neededo Any other…………………..
5) Do you have a yearly budget for training programmes?o Yeso Noo If Yes how much……………..?
6) What are the aims or objectives behind training your sales staff?o Increase current skills and Knowledgeo Increase sales performanceo Motivating sales personso Any other ……………………
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7) What methods do you normally use for training programmes for sales persons?o Lectureso Audio-visualso Product demonstrationso Role playingo On the job trainingo Business gameso Case discussionso Any other………………
8) Where does the training normally take place?o Company’s premiseso Hotelso Any other..............
9) What drives you for training your sales force?o Customer satisfaction surveyo Sales performanceo Competitor’s analysiso Management feedbacko Any other………………
10) Who train your sales person?o Faculty within the companyo Faculty from outsideo Combination of a and bo Any other…………………..
11) What type of products /services you sell?
o FMCG or Non-Durable productso Durable productso Industrial productso Any other………………
12) What are the contents of the training programmes for New and Experienced sales persons?o Product knowledgeo Selling techniqueso Market knowledgeo Negotiating skillso Sales related marketing policieso Competitors knowledge
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o Any other
13) What type of training aids are used in your training programmes?o OH projectoro LCD projectoro Black/white boardso Any other…….
14) What kind of instructional materials and training aids are provided?o Manuals/product leafletso Caseso Any other……….
Thank you
Questionnaire for the sales force
1) Has the training provided to you helped you in doing your job well?o Very much helpfulo Helpfulo Somewhat helpfulo Not helpfulo Not at all helpful.
2) How often the training is provided to you?o Once a yearo Once in two yearso Twice a yearo Any other…………
3) Any suggestions for improving the training programmes?o Contentso Methods usedo Trainerso Evaluation method usedo Any other……..
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4) In which areas of your selling job you need training?o Selling techniqueso Negotiating skillso Communication skillso Product knowledgeo Market knowledgeo Retailing operationso Consumer behaviouro Any other………..
5) How many years of experience do you have in selling?o 0-6monthso 7-24monthso 25-5yearso >5years
6) Your Qualification:o Below SSLCo SSLCo Graduateo Any other………….
7) Your monthly Income (Rs)o < Rs 3000o 3001-5000o 5000-7500o 7501-10000o >10000
8) Does your income include commission or incentive?o Only fixed salaryo Only commissiono ………….% of commissiono Fixed salary + ……………. Commission.o Any other………………