Sales Consultant in Retail


  • Salesperson
  • Front desk sales clerk
  • Associate salesperson
  • Sales assistant
  • Sales associate
  • Counter clerk
  • Sales clerk
  • Retail sales consultant
  • Sales attendant


Sales consultants are in charge of handling the sale or lease of a wide range of products and services directly to consumers, and of answering requests for information from customers. They are at the service of the customer: before the sale, to advise; during the sale, to explain the terms; or after the sale, in the event of claims or returns. They may also draw up sales contracts, prepare merchandise and help in setting up displays.

The duties of sales consultants:

  • Greeting customers
  • Advising customers on products
  • Providing the best customer service possible
  • Handling claims
  • Processing returns and exchanges
  • Building customer loyalty
  • Preparing merchandise for sale
  • Assisting in the display of merchandise
  • Preparing orders for delivery
  • Updating sales logs

They can also do the following:

  • Receive payments
  • Telephone customers for tracking and follow-up
  • Attract new customers
  • Prepare sales contracts

“Sales consultants” and “salespeople” are often differentiated by their level of specialization. Generally, sales consultants are more specialized; they are thoroughly familiar with their department and products and regularly stay up to date with what’s new. Their main role is to advise customers on very specific products. For example, a cosmetician is a sales consultant specializing in cosmetics.



“Selling is above all about advising customers, and allowing them to feel comfortable with the products,” explains Josée, sales advisor for the Reitmans clothing chain. “In this job, communication and listening are key.” She emphasizes that sales is essentially about connecting with people: “Every day is different from the day before. We meet so many kinds of people—it’s very rewarding.”

According to Josée, personal qualities are more important than skills. “The ability to make small talk, interpersonal skills, energy and versatility are essential. You then need to have an excellent technical  knowledge of the products.” As the main customer contact, sales consultants are present throughout the sale: winning the trust of customers, guiding them properly and satisfying them are a priority. network