Paola is the new owner of a new medium size discount store specialising in mid-to-low end electrical appliances. The grand opening of the store is quickly arriving and he wants to be ready. His dream of owning a franchise of a major discount chain store is coming true. He has hired all the administrative and support staff including merchandise and inventory staff. With three weeks left before opening, the last people needed to hire are the sales staff.

The philosophy of the chain has always been tied into a client services approach to increase customer loyalty. The way Paola and her staff handle their clients is a direct reflection of how important they believe the client is in their sales process. As a result this attitude is expressed in its policies and procedures.

She began the hiring process by placing ads in newspapers for qualified sales staff. After having reviewed over 50 CVs she quickly discovered that there are very few qualified people that have applied.

1. Paola decides to interview the ones that have the best traits for sales staff. Describe these qualities (the best traits for sales staff) and explain why they are so important. (15 points).

2. Based on the scenario you have just read. (35 points)

a. Discuss SEVEN of the TEN Elements of a Retail Image. b. Apply them to the case (Paolas store) by giving an example for EACH.