Who is primarily responsible for the actual selling of merchandise in a retail context?

The primary responsibility for the actual selling of merchandise in a retail context lies with the sales staff. Sales staff engage directly with customers on the sales floor, guiding their shopping experience, offering product information, and encouraging purchases. Their role is pivotal as they not only showcase products but also address customer needs and build relationships, which can lead to increased sales and customer loyalty.

While inventory managers play a crucial role in managing stock levels and ensuring that products are available for sale, they do not engage with customers directly in the selling process. The marketing department focuses on creating strategies to attract customers and promote products, but they typically do not sell the merchandise directly. Customer service representatives are vital in addressing post-purchase concerns and inquiries, but their role does not primarily involve selling products on the sales floor. Therefore, the sales staff is accurately identified as the key group responsible for the actual selling of merchandise in retail.