As the public face of the company the sales associate is responsible for dealing with any and all customer questions about the products and services the company offers. A sales associate is expected to be continuously updating their knowledge of the company products, services, and policies.

Complaint handling is a critical part of this position. Turning a frustrated customer into a happy customer, while adhering to company policies, requires a combination of empathy and tact.

Another key responsibility is maintaining the presentation of the sales floor, products, signage, and displays