Retail - a mini business degree in a job
Unfortunately for some time there has been a wide spread sense of "dumbing down" the retail industry from various sectors of the business community.
Retail is often perceived by the "job snobs" as something you do while at university. For others it is merely a case of something to do while you are waiting for something better to come along.
Of course for some it is, but I would like to say that for those longing for a successful career in the corporate world there is no better start than "doing time" on the shop floor.
In my varied career I have ventured a long and winding path that has taken me from the shop floor to the world of suits and back to the shop floor again. My nine years at university taught me nothing about satisfying the needs and wants of customers.
It came from working the Thursday nights, the Saturday mornings and every other shift my manager could give me that really provided me with the knowledge, insight and appreciation of winning the sale and servicing a customer to guarantee their return.
Not once through out all my years of study did I learn how to really indulge a client, or ascertain their needs in an efficient and professional manner. Retail has taught me this and much more so that when I finally entered the world of marketing I knew how to identify the wants and needs of my clients, to overcome their objections and to find solutions that provide a win - win for both parties.
What about angry, dissatisfied clients? Not a problem as my time in retail taught me how to effectively diffuse the situation, acknowledge the customer's issue and move forward to find a suitable outcome. I have racked my brain but cannot recall any subject I took at university that addressed this issue. And trust me, in client services it is a subject you would benefit from.
Unfortunately the majority of universities are producing graduates who do not know how to confidently meet the wants and needs of their clients. With little customer service experience, they commit crimes such as over promising and under delivering or failing to call back when they say they will. Little things you say, but factors that will determine whether a client will continue doing business with you in the future.
It doesn't matter if you are a doctor, a lawyer or happen to occupy any of the other 99 per cent of jobs in Australia, you are in the customer service industry. No matter who we are or what we do everyone needs to answer to someone and meet the needs of the people who are responsible for paying their salaries.
If you are fortunate enough to be employed by the retail industry and work with a company that invests in your development, gain all you can. Make sure you take note of every bit of customer service and sales training as it is likely to serve you well in the future no matter what career path you decide to take.
Ali Uren started working for The Body Shop at age 17 in South Australia. During her 20s she worked for The Body Shop in Ireland and in Canada. She also has a degree or two but these days continues her love of retail as managing director and founder of The Retailing Edge.
