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Where’s the Money?
Not long ago, I met a young part-time retail associate working afternoons after school. She had a friendly smile, paid attention to customers, and asked great questions. She told me she’d taken the job to make some extra money and to help decide what career she might want after graduation.
Then she hit me with a question that every retail professional should consider:
“Where do you think the opportunity is to make money? What job gives me the best chance to live a good life?”
The answer isn’t a specific job title, product, or industry.
I’ve seen associates in prime locations with high foot traffic earn far less than associates in quiet, low-traffic stores. I’ve seen new hires with average résumés rise to the top of the sales chart — and veterans with every advantage struggle to keep up.
It always comes back to three factors:
1. Knowledge – The Confidence Builder
Scenario:
A customer walks into a jewelry store “just looking.” A knowledgeable associate doesn’t just point to the cases — they guide the conversation:
“Is this for a special occasion, or just to treat yourself today?”
When the customer says it’s for a 10-year anniversary, the associate explains the differences in diamond cuts, metals, and settings — not by rattling off specs, but by connecting each option to the customer’s story:
“Since she loves classic styles, this round brilliant cut will give her the sparkle she’ll notice every day.”
The associate can speak to craftsmanship, warranties, care plans, and even financing without hesitation. That confidence builds trust — and trust leads to a larger, more satisfying sale.
Takeaway: In retail, product knowledge isn’t just information. It’s your ticket to credibility.
2. Self-Determination – The Refusal to Settle
Scenario:
An appliance salesperson is helping a couple look at refrigerators. They’re leaning toward a basic model. An average associate would ring it up and move on.
But a self-determined associate digs deeper:
“Can I ask how you typically use your refrigerator? Do you meal prep? Host gatherings?”
When the couple says they entertain often, the associate shows a model with better shelving, dual cooling zones, and more cubic feet — explaining how it will save trips to the store and keep food fresher longer.
They’re not upselling for the sake of a higher ticket — they’re solving the customer’s real needs.
Result: The couple leaves with the upgraded fridge and a matching dishwasher they hadn’t planned to buy, because the associate cared enough to ask the right questions.
3. Passion – The Energy Customers Feel
Scenario:
In a fashion boutique, a customer is hesitant about trying on an outfit. The associate doesn’t just say, “It looks nice.” Instead, they bring enthusiasm:
“You have to see how this color makes your eyes pop — and wait until you feel the fabric.”
They bring accessories to complete the look and snap a quick picture so the customer can see themselves from another angle.
By the time the customer leaves, they’ve bought the outfit, the accessories, and signed up for the loyalty program. Why? Because the associate’s energy made the experience fun and memorable.
The Retail Reality
In any store, you’ll see associates at the bottom of the pay scale and others at the very top — often selling the same products to the same types of customers.
The difference isn’t luck. It’s Knowledge, Self-Determination, and Passion.
These three traits are 100% within your control. And when you bring them to the sales floor, you’re not just working a retail job — you’re building a career that can pay you well and open doors for years to come.
So, where’s the money?
It’s not in the brand name on your badge or the price tag on your products. It’s in what you know, how determined you are, and how much heart you bring to every customer interaction.
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Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read a fabulous article titled:
What is Your Jewelry Store Really Worth?
By Chuck Frey – President of Charles Frey & Company Inc.
Recruiting, Interviewing and Hiring Guide – Now Available
Introductory Price: Just $89.95 Instant PDF Delivery to Your Inbox! NOW ON SALE FOR 1/2 PRICE OF $45.95 – In Addition, the EMPLOYEE HANDBOOK IS NOW ON SALE FOR 1/2 PRICE AS WELL – $49.95
Tired of high turnover, poor in-store experiences, or hiring people who just “don’t fit”?
This powerful, step-by-step guide is designed specifically for retail business owners and managers who need a better system for hiring employees that actually drive sales and elevate your customer experience.
What is inside the Guide
✓ Retail Hiring Philosophy
How to build a team that reflects your brand and boosts customer loyalty.
✓ Where to Find Great Retail Recruits
Field-tested sources to find motivated, coachable team members.
✓ Retail Interview Questions That Matter
- 1st Interview: Spot potential early
- 2nd Interview: Assess attitude, trainability & culture fit
- Final Interview: Seal the deal with confidence
✓ Pre-Hire Screening Tools
- Basic Math Test (for POS accuracy)
- Reading Comprehension Test (for signage & promo understanding)
- Pre-Interview Questionnaire (to save time)
✓ Legal & Smart Hiring Essentials
- Employment Application + Waiver
- Background, Drug, and Physical Exam Consent Forms
- Questions to Avoid (stay compliant!)
- Reference Check Form & Phone Script
✓ Easy-to-Follow Hiring Checklist
To stay organized and avoid costly missteps.
PERFECT FOR:
- Jewelry Stores
- Home Goods & Furnishings Retailers
- Electronics & Appliance Retailers
- Pawnbrokers
- Apparel Stores
- Franchise & Multi-location Operators
Introductory Price: Just $89.95 Instant PDF Delivery to Your Inbox! NOW ON SALE FOR 1/2 PRICE OF $45.95 – In Addition, the EMPLOYEE HANDBOOK IS NOW ON SALE FOR 1/2 PRICE AS WELL – $49.95
👉 Order Now:
www.principlesforbusinessandlife.com/products/
Have your staff subscribe to the Munchies Newsletter and please pass this along to others within your circle of influence. https://principlesforbusinessandlife.com/contact-us/
FINAO
Brad Huisken
IAS Training
[email protected]
https://principlesforbusinessandlife.com/
303-503-7835