S. Paige Hickman
Ann Dumonceaux
English 150
February 27, 2012
Fake It To Success
A successful sales associate in fashion retail is seen as one who can make a
customer feel like a million bucks, and can also make big bucks. Though many see it
this way, they may not realize that a sales associate will rarely give a true personal
opinion, when asked for one by a customer. They must pretend that they have
knowledge about the product being offered, even if they do not. In addition, they
must have the appearance of being there, happy to help, even if they would much
rather be somewhere else. The retail industry is sales driven, and for these reasons,
to be a successful sales associate in fashion retail, one must be fake.
The main goal of a sales associate, as the title indicates, is to make sales. At
many clothing stores to keep the worker focused on their goal of making sales, the
company will implement a certain amount of sales per hour, which the associate
must meet. This is not to torture or to create competition between workers, rather
to keep them focused on their goal. Also, Companies may pay with commission, or
have commission as well as an hourly wage. For this reason, a sales associate will
most likely never give the truth when asked questions about the size or color of the
garment on them, and specifically how it looks on the customer. If the garment
looked dreadful and the sales associate was honest with the customer, it would
ultimately not lead to a sale. Additionally, however the garment may look on the
customer, the sales associate will ‘romanticize’ the item using terms such as
accentuate or flow. Romanticizing adds to the appeal of the garment and helps to
finalize the sale. Therefor, in order to make the workers life easier and to fulfill the
goal of making sales, the sales associate will falsely tell the customer they look
fantastic and they should purchase the item.
Product knowledge is key in any area of retail. A sales associate must know
the details and determining highlights of a product in order to sell successfully; or,
at least be able to entertain the idea that they do. A difference between a customer
and a sales associate is that a customer is unaware if a sales associate may be giving
false information about the product. Having the appearance of product knowledge is
a very beneficial tool for someone working in sales of any kind. Customers are more
likely to trust a sales associate who sounds as if they have knowledge of the product
at hand, rather than one questioning themselves. If a customer can obviously see the
sales associate does not have a clue about the product, they will not trust them,
which in the end, will not lead to a sale. Giving the illusion of product knowledge is
simple. All one must do is have confidence in the lie. You must be able to stand tall
and look into your customers’ eyes and confidently tell them false information about
what you are selling them. Consequently, to, ‘fake it to make’ will lead to success as a
sales associate.
When a customer enters a store, they should be welcomed and treated like
they are guests in a home. A sales associate must greet the customer with a warm
smile and with friendly words of welcome; these actions are essential in order for
the customer to feel comfortable in the store. If a customer does not feel
comfortable, they will not stay and take interest in the products being sold, and
sales will not be made. Similarly, a sales associate must act as if they are happy to be
helping the customer, and as if there is nothing they would rather do. If the
customer feels that a sales associate isn’t interested in helping them, they won’t
purchase anything. Therefor, a sales associate must pretend that they are always
happy to be in their place of work, greeting and helping customers.
To be a sales associate one must put on a façade. The objective is to make
sales, and in order to do so, one cannot be true to customers, or oneself. Sales
associates are required to think, speak and act as something they are not. A sales
associate can never say their real opinion, they must tell lies and make up false
information, and they must never show their true emotions and feelings. To work as
a sales associate one cannot be themself, they must be fake and therefor, must fake
it to success.