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Counter Sales – Determining the Role

September 29, 2017

As a counter seller, when a customer walks through the door, you are usually the person they are looking for. The customer wants to place an order and expects you to – the counter sales person – take care of him. Although this meeting is usually short, let's see what the expectations of the customer are. What do customers expect from counter vendors? Because your perceived value as a supplier targets their expectations, it's important that you know that the answer to this question is to meet expectations and build relationships.

CEO Strategic research indicates that customers have the following expectations of sales staff:

o Product and application knowledge to answer questions.

o An understanding of the customer's business to make good purchase recommendations and to ask intelligent questions to learn about his or her needs and

o Inform the customers about new products, special promotions and business policies that influence the business relationship.

o Provide timely follow-up of customer questions, timely solutions to problems and timely complaints to ensure c

o Demonstrate a sales mentality to provide the right products and services to suit the needs of the customer. This gives your customers choices of accurate information about the features, benefits, and value of each.

The rest of the story

As counter sales you are definitely on the front line. Yet everybody in your company is also playing a role. Accounting, human resources, warehouse staff, lorry drivers, administration, information technology and even your receptionist, if you are one, are part of the service excellence formula. Why, because people from each of these features touch the customer in one way or another.

Purchasing plays a particularly important role. The purchasing department must be aware of each manufacturer and each product line, and the age and dead stock must be kept at a minimum. Remember that the right product at the right time is an important expectation of the customer.

Counter Responsibilities – Juggling and Multi-Tasking

You are a frontline warrior who truly connects with the customer. . First and foremost, you are a seller. That deserves to repeat. First and foremost, you are a seller. As a result, helping the customer is a key responsibility. But keep in mind that you are also the service person in the eyes of the customer. You are their lifeline, their support structure and their solution to all problems. That translates into those who have immediate attention to their needs. This can include pricing, troubleshooting, recommendations and sometimes even someone to listen to their problems and / or issues. You check stock, writers, select and package and even bill and collect on occasions. Indeed, you are the "first impressions director", so do not underestimate your value or your impact on developing customer relationships. Honestly, you play a crucial role, which means you need technical knowledge, product knowledge, industry knowledge, leadership styles, and most important human skills. You must be able to recognize opportunities to help the customer through suggestive sales, determining your value proposition and giving a choice.

Your knowledge, professionalism and human skills will lead to respect, that is the only platform that can support your efforts in building relationships. Look around, how was the counter organized? Are you always looking for product literature and flyers and promotions, or is everything at your customer base at your fingertips? What about your merchandising? What does your shopping front look like?

The frontline salesman's job is not always clearly defined, but includes many responsibilities, including:

o Sales – The customers at the desk or on the phone

] o Sales and suggestive sales – Customer choice

o Merchandising – Stocks and displays storage

o Order Order

o Administrative tasks – For return shipments, Lost sales , etc.

o Receiving and other warehouse rights

o Will-call

o Education – learning product lines / applications, including features, benefits, warranties and limitations, plus training – and sales meetings

o Corporate policy – Understanding policy for credit and product return / exchange

In addition, a counter-seller is often expected to support field sales by asking for customer service, product requests, and numerous other requests, and are often exposed to unsatisfied salespeople.

"Many counterparts keep their RED CAPE under the counter at your fingertips."


The counter-selling party plays a crucial role in the success of the sale. They are an important link to the customer; a crucial ingredient in the service excellence formula. Do not underestimate their impact on customer relationships, revenue growth and profitability. Customers have higher expectations of counter-sellers as their face-to-face contact than anyone else in the company. They want to get the right product at the right time at the right price. They also want to talk with expert total solutions that do more than just order orders and handle complaints.

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