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Sales Team So Hard To Hold Onto

LONDON-If finding good retail staff is difficult then keeping them is becoming an Olympic level challenge according to a leading employment expert who spoke at a recent Shopping Centre Management Conference.

By Steve Killick | Updated on August 01, 2001

David Morton, managing director of Rapport Communications, said the British retail industry must take a new direction if it is to attract, retain and motivate staff. Speaking at the British Council for Shopping Centres’ annual management conference in Warwick said, ‘Retailers don’t have a reputation for paying the highest wages which can have a double-negative impact. Staff don’t feel rewarded for the challenge and management can overlook the talents that their existing workforce may have.’

Morton also believes employee attitude should be a growing area of concern.’You can spot the dysfunctional behaviour,’ he said. ‘The next time you are in a store and someone says “Have a nice day” or something similar, see if that attitude reaches their eyes. Most times it doesn’t and when the belief is gone what they are actually saying is “Have a naff day.” Customers get that message pretty quickly.’

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