Retails Sales Associate

Wbarmory; Dover (NH); On-site; USD 33,000 - 46,000; Full time

Job summary

White Birch Armory in Dover, NH is seeking a Retail Sales Associate to deliver a standout customer experience while driving sales through product knowledge and consultative selling.

You will educate customers on firearms, accessories, and services, maintain a safe, compliant store floor, and build lasting relationships through trust and personalized service.

Qualifications

• Experience in customer service or retail preferred.
• Knowledge of firearms regulations a plus.
• Ability to learn product knowledge quickly.

Responsibilities

• Deliver professional, knowledgeable, and personalized service.
• Identify customer needs and recommend products and solutions.
• Use consultative selling to maximize value with integrity.
• Promote memberships, training, accessories, optics, suppressors, and other value-added products.
• Achieve individual and team sales performance.

Skills

Outstanding customer service

Interpersonal communication

Strong consultative sales

Active listening

Product education

Verbal communication

Organizational skills

Retail technology literacy

Regulatory compliance knowledge

Education

High school diploma or equivalent

Tools

Retail POS systems

Job description

Position Summary

The Retail Sales Associate is responsible for delivering an exceptional customer experience while driving profitable retail sales through professional product knowledge, consultative selling, and outstanding customer service.

This role serves as the primary customer-facing representative of White Birch Armory, building lasting customer relationships through education, trust, and personalized solutions. Retail Sales Associates are expected to identify customer needs, recommend appropriate products and services, and consistently contribute to the achievement of retail sales goals.

Retail Sales Associates maintain a strong understanding of applicable firearm laws, ATF regulations, and company policies to ensure all customer interactions are conducted safely, professionally, and compliantly.

Core Responsibilities Sales & Customer Engagement

• Deliver an exceptional customer experience by providing professional, knowledgeable, and personalized service.
• Build lasting customer relationships through trust, education, and outstanding customer care.
• Identify customer needs and recommend products and solutions that best meet those needs.
• Utilize consultative selling techniques to maximize customer value while maintaining the highest level of integrity.
• Actively promote memberships, training opportunities, accessories, optics, suppressors, and other value-added products and services.
• Consistently achieve individual and team sales performance expectations.

Product Knowledge

• Develop and maintain expert-level knowledge across assigned product categories.
• Stay current on new products, industry trends, emerging technologies, and manufacturer updates.
• Effectively communicate product features, benefits, and applications to customers.
• Participate in company-sponsored training, vendor demonstrations, and continuing education opportunities.
• Serve as a trusted resource for customers seeking product recommendations and technical guidance.

Customer Experience

• Create a welcoming, professional, and engaging retail environment.
• Deliver consistent service that reflects White Birch Armory's commitment to excellence.
• Resolve customer concerns professionally while escalating issues appropriately when necessary.
• Maintain a clean, organized, and well-presented sales floor.
• Support promotional events, demonstrations, and company initiatives.

Professional Standards

• Maintain a thorough understanding of applicable federal, state, and local firearm laws.
• Conduct all sales activities in accordance with company policies and regulatory requirements.
• Demonstrate professionalism, integrity, and ethical conduct during every customer interaction.
• Complete all required training, certifications, and continuing education requirements.
• Contribute positively to team culture while supporting company goals and Core Values.

Required Skills / Abilities

• Outstanding customer service and interpersonal communication skills.
• Strong consultative sales ability.
• Passion for educating customers and building long-term relationships.
• Excellent verbal communication and active listening skills.
• Ability to learn and retain technical product knowledge.
• Strong organizational skills and attention to detail.
• Ability to work effectively in a fast-paced retail environment.
• Basic computer proficiency and ability to learn retail operating systems.
• Ability to understand and comply with applicable firearm regulations and company policies.

Supervisory Responsibilities

This position has no direct supervisory responsibilities.

Education & Experience

• High school diploma or equivalent required.
• Previous retail sales or customer service experience preferred.
• Experience within firearms, sporting goods, outdoor retail, or specialty retail preferred.
• Equivalent product knowledge or industry experience may substitute for retail experience.

Physical Requirements

• Ability to work in retail, warehouse, office, and range environments.
• Ability to stand and move throughout the facility for extended periods.
• Ability to occasionally lift and move products weighing up to 50 pounds.
• Ability to safely work within a firearms range environment while wearing required personal protective equipment when necessary.

Success in This Role

A successful Retail Sales Associate consistently demonstrates the ability to:

• Deliver an exceptional customer experience during every interaction.
• Build trust and long-term relationships with customers.
• Achieve or exceed individual sales performance expectations.
• Increase average transaction value through consultative selling and product attachment.
• Promote memberships, training, and value-added products that enhance the customer experience.
• Maintain strong product knowledge across all assigned categories.
• Operate confidently within company policies and applicable firearm regulations.
• Demonstrate professionalism, teamwork, and integrity while representing White Birch Armory.
• Embody White Birch Armory's Core Values in every customer interaction.