Why this matters:

Store associates help shape the customer experience, which often starts from the moment a customer enters the store. A good greeting can make the customer feel valued, alert them to any promotions they might be interested in, and ensure they feel comfortable asking for assistance if they need it — increasing the likelihood of a sale and upsells.

What to listen for:

  • Interpersonal skills, including knowledge of how to offer a warm welcome
  • Understanding that some shoppers require encouragement to ask for assistance
  • Ability to communicate current sales and promotions in a clear, concise manner

Why this matters:

This question allows you to see candidates’ sales skills in action, while also giving you a sense of how well they know your products and brand. Even if they’re not a customer themselves, they will ideally have taken the time to research your store before the interview, allowing them to make a compelling case for one of your products.

What to listen for:

  • Interest and enthusiasm for one or more product lines you sell
  • A confident and engaging description of the product’s features and benefits
  • Evidence of proactive research, preparedness, and confidence

Why this matters:

In any retail environment, theft is a possibility that store associates have to be ready for. The best store associates play an active role in preventing and reporting theft, but they also need to exercise good judgment when they suspect it. While no company wants to lose stock, you also don’t want your employees to put themselves or other people in the store in harm’s way.

What to listen for:

  • References to strategies like quietly alerting the manager or the store’s security guards
  • Awareness that approaching the suspected shoplifter directly could be dangerous
  • Critical thinking skills in evaluating the potential for misunderstanding

Why this matters:

The occasional dissatisfied or demanding customer is par for the course in any retail environment. To preserve your brand’s reputation, your next store associate must be equipped to handle these customers with delicacy and professionalism. If they’ve proven themselves adept at handling conflict in the past, they may find it easier to navigate these situations on the job.

What to listen for:

  • Experience using de-escalation tactics and speaking in a calming, empathetic tone
  • Willingness to engage in problem-solving to determine the root cause of dissatisfaction
  • A positive resolution to the situation that resulted in understanding and goodwill

Why this matters:

The retail industry can be unpredictable. In a matter of minutes, a store can go from sleepy to hectic, meaning your new store associate needs to be capable of quickly switching gears. An ideal candidate can redirect their attention to high-priority tasks while still making time for secondary responsibilities (like restocking merchandise or cleaning the storefront) when more pressing demands have been handled.

What to listen for:

  • Signs that the candidate is comfortable handling money and giving change
  • Mentions of apologizing to the person involved and quickly rectifying the mistake
  • Proactive monitoring for errors and mistakes, ideally before the customer leaves the vicinity

Why this matters:

Working in any retail environment means working as part of a team. If the store gets busy or a coworker needs a little extra help, a great store associate will go the extra mile to support their team without needing to be asked. This may include training a new coworker, helping to unload an unexpected delivery, or taking over the register to allow a sick coworker to go home early.

What to listen for:

  • Empathy, social skills, and a strong commitment to teamwork
  • Past history of contributing to a positive work environment
  • Willingness to complete tasks beyond their typical job requirements

Why this matters:

This question can give you a sense of a candidate’s passion, as well as their understanding of the fundamental soft skills needed to provide great customer service, like keen listening skills. If they seem genuinely invested in creating an exceptional experience for all customers and know what’s required to deliver good service, they’ll likely thrive in the role.

What to listen for:

  • A passion for customer service or interacting with the public
  • Examples of what great customer service looks like and why it’s important
  • Experiences that reflect receiving or delivering excellent customer service

Why this matters:

Store associates play a key role in helping customers find what they need, whether that means pointing them to the right aisle, answering their questions, or making appropriate recommendations. This requires good verbal communication skills, backed by a willingness to listen to the customer and understand their unique needs.

What to listen for:

  • Perceptiveness in assessing when to offer assistance and when to give browsing space
  • Emphasis on attentive listening to understand the customer’s wants or needs
  • Strong communication skills along with a friendly, approachable demeanor

Why this matters:

Over time, your next store associate will gain a nuanced understanding of the products you sell. But they can’t know everything, so they may encounter the occasional customer query that they don’t know how to answer. In these situations, quick problem-solving skills and a willingness to go above and beyond will allow them to provide excellent customer service that builds brand loyalty.

What to listen for:

  • Signs that the candidate is invested in supporting customers
  • Knowledge of tactics like consulting with team members or checking on the computer
  • An approach to customer service that includes honesty, patience, and gratitude
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