Unlike field selling where sales personnel have to compete in the “open” market, retail selling requires a different approach.  Here one does not have to seek out the customers but rather the other way round, the customers seek out the seller to purchase products that fit their needs and wants.  Now with so many shops selling the same products at prices that are almost the same, what makes the customer buy from one shop rather than from the other?  In fact, it is quite disheartening to note that despite the fact that customers come to the seller, little efforts are being made to convince him/her to buy.  There is a metaphor, “The fishes are now in the pond, the fishermen had better start throwing in the line to bring them in.”  But this has not always been the case.  The fishes in most times just swim out of the pond.

Therefore, to prevail in a highly competitive market, shop owners have to ensure that their staff know how to react favourably to the customer in order that he would feel that this shop is the shop for him.