Advance Retail Sales Skills

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Course TypeCourse CodeNo. Of Credits
Foundation CoreSVS1RM2024

Semester and Year Offered: 2nd Semester (Winter Semester 2019)

Course Coordinator and Team: Nikhil Charak and External Experts

Email of course coordinator:

Pre-requisites: The course focuses on the Job Role related to Team Leader (Level-5) in a retail store as per the guidelines of National Skill Qualification Framework (NSQF). The course is meant to be offered to those who have specific knowledge and skills related to Sales Associate (Level-4)

Aim: The aims are to teach processing the sale of products, maintaining the availability of goods for sale to customers, and communication with stake-holders. It also covers some customer-centric aspects.

Course Outcomes:

Student will be able to:

  1. Process the sale of products
  2. Maintain the availability of goods for sale to customers
  3. Work effectively in a retail team
  4. Monitor and solve customer service problems
  5. Establish and satisfy customer needs
  6. Communicate effectively with stake-holders

Brief description of modules/ Main modules:

Module I: Product and Service Knowledge (10 hours Theory + 7 hours Practical = 17 hours)

Retail Markets; Product and Services; Types of Merchandising; Dressing Techniques and Role of Lighting; Visual Effects; Monitoring and Informing Price Changes; Monitoring and Controlling Wastage (pilferage etc.).

Module II: Sales Process and Work Management (10 hours Theory + 6 hours Practical = 16 hours)

Product Insights; Point of Sale Procedures; Modes of Payment; Making an Inventory; Maintaining the Availability of Goods for Sale to Customers; Processing Sales of Products; Understanding Work Requirement and Standards; Planning and Allocation of Work; Seeking Clarification and Performance Appraisal; Managing and Facilitating Effective Work Environment.

Module III: Achieving Customer Satisfaction (10 hours+ 2 hours = 12 hours)

Assisting Customer in Choosing Products; Understanding Customer Responses; Sales Closures; Rapport Management; Handling Customer Complaints - Monitoring and Solving Customer Service Problems; Negotiating with Customers; Addressing Repeated Customer Problems; Securing and Ensuring Customer Loyalty; Establishing and Satisfying Customer Needs

Module IV: Effective Communication in Retail (10 hours + 5 hours = 15 hours)

Significance of Communication; Understanding and Following Organisation’s Standards during Communication; Respectful Communication; Functioning of Various Communication Equipment; Understanding Body Language; Conflict Management; Understanding and Evaluating Feedback - Post-sales Service and Customer Feedback; Communicating Effectively with Stakeholders.

Assessment Details with weights:




Period of Assessment



Assignments (Project/written assignment/portfolio)

All through the semester


Assignment 1 (25%)


Assignment 2 (25%)



Class Participation

All through the semester



End Semester Exam

End of Semester





Reading List:

  1. Singh, Y. (2007). Dictionary of Retailing. Cyber Tech Publications.
  2. Sivakumar A. (2007). Retail Marketing (1sted.). New Delhi: Excel Books.
  3. Gilbert, D. (2003). Retail Marketing Management (2nded.). Financial Times Prentice Hall.
  4. Vedamani. G. G. (2004). Retail Management: Functional Principles and Practice (2nded.).Jaico Publishing House.
  5. Pradhan, S. (2004). Retailing Management: Text and Cases (3rd Reprint). New Delhi: Tata McGraw Hill Publishing Company Ltd.
  6. Rosenbloom, B. (2007). Marketing Channels: A Management View (8thed.). New Delhi: South-western, Div of Thomson.
  7. Gitomer, J. (2015). The Sales Bible, New Edition: The Ultimate Sales Resource. John Wiley & Sons.
  8. Gitomer, J. (2004). Little Red Book of Selling: 12.5 Principles of Sales Greatness, Bard Press.
  9. Suresh (Sl), K. (2005). Positioning and Repositioning: Perspectives and Applications, Hyderabad: ICFAI University Press.