RETAIL SALES TRAINING PROGRAM…
Mission Statement
“We will provide a memorable and extraordinary experience designed to
surprise and delight our valued guests.”
Is this Retailing ??
Is this Retailing ??
Is this retailing?Is this retailing?
Is this retailing?Is this retailing?
What is retail ?
The word retail is derived from French word ‘retaillier’ means ….
“to cut a piece off” or
“to break the bulk”
The retail environment is made up of 3 elements:
The Basic Retail Model
MERCHANDISE MANPOWER
CUSTOMER
RETAIL SPACERETAIL SPACE
Specialty Store
Department Store
Supermarket
Convenience Store
Discount Store
Off-Price Retailer
Superstore
Catalog Showroom
Formats in Retailing
We are in the People Business
• The Importance of a Customer.
• “A customer is the most important visitor on our
premises.• He is not dependent on us - we are dependent on him.
• He is not an interruption in our work – He is the purpose for it.
A Whole New Concept….
• The “ New Luxury ” Consumer
The “ New Luxury ” Consumer
Consumers who are willing to
pay a premium to get what they want • Looking for goods and services that.• Are well-designed, well engineered, well-crafted.• Evoke and engage emotion .• Feed aspirations for a better life.
Consumers” Love Affair with Products….
Today ,consumers have
• More money• Greater desire to examine their emotional side.• A wide variety of choices in goods and services.• Less guilt about spending.
The “ New Luxury ”Consumer They seek symbols and experiences that make positive
statements about who they are and what they like to be, and that help them manage the stresses of everyday life.
Because New LuxuryConsumers are : • Better educated • Better informed• More sophisticated• Better Travelled,• More Adventurous,• More discerning
Than ever before….
The “ New Luxury ” Consumer
….They want products,
• Services and experiences that engage their curiosity.
• Customer want to know you care.
• Customer wants to be acknowledged.
• Satisfy their lifestyle and needs and hold their imagination.
Luxury Products• Consumers Buy Luxury
products for both want and
need.• Need is virtually always emotional.• Most Consumers look for someone who
understands their emotional need and creates the rational support for their choices.
Emotion vs. Reason
• Human Beings are powered by EMOTION
-not by reason.
• Emotion Leads to action while reason
leads to conclusions
• When emotion and reason are in conflict,
emotion wins every time.
Luxury Shoppers…..
• Are not typically logical,
• Are influenced more by emotion than intellect,
• Are more reachable when you make the message
personal.
Success comes when preparation meets opportunity.
Personal Grooming
Hygiene & Etiquette
Know Your Store
Know Your Product
Store Upkeep & Setting
Merchandise
Know Your Customer
Know your Competitor
Know Your Targets
Pre-sale Preparation
Perso
nal G
room
ing
Pre-sale Preparation
Grooming Standards for Men Be in full-prescribed uniform
Uniform to be clean, neat, no button missing, ironed
Hair should be neatly combed. Length not to touch the collar,
tapered above ears
Clean Shaven daily
No goatees
Moustaches not to extend below the lip line of the upper lip Moderate and fashionable accessories, such as belts & watches
Grooming Standards for Women Be in full-prescribed uniform
Uniform to be clean, neat, no button missing, ironed
Hair should be neatly combed
Make over - light lipstick & blush on
No bindis
Nails to be trimmed , shaped and clean
Nail enamel may be worn but must not be partially chipped off Moderate and fashionable jewelry and accessories.
Etiquettes on the Shop Floor No chewing of gums / eating on the floor
Perfumes/ deodorants may be worn to ensure no
body odors
Carry a pen at all times
Wear your smile every time
Carry a Handkerchief at all times
No personal Mobile/pagers on the shop floor
Use your handkerchief while blowing your nose
Don’t clean your ears in public
Cover your mouth when you cough
Look fresh when you enter your work place
Carry a mouth freshener always
Please clean your throat in a subtle manner
Etiquettes on the Shop Floor
Know Your StorePre-sale Preparation
What Does The Shop Sell?
What is the range of products kept in the store?
What Is Stocked where?
Store Policies And Customer Service Initiatives
Know your Store
Know Your Product
Pre-sale Preparation
Building Product Knowledge•Manufacturer, Trade Name, Range Stocked•Options / Sizes Available•How the Product Is Used or Operated•Occasions of Use•Specifications - Understanding of Any Technical Terms•Customer Benefits •Stock levels, Ordering to Delivery cycle•New Stock Arrival Status •Accessories that go with the product
Store Upkeep & Setting Merchandise
Pre-sale Preparation
Unclean Floor
Ensure the floor is clean at any given point of time.
Store Upkeep
Some Lights Not Working All Lights Working
Lights are important part of the Store ambience. All the lights in the Store should be working at any given point of time (when the Store is open for customers).
Store Upkeep
Brand wise Sections
Category wise Arrangement
Size arrangement
Ticketing, cleaning and replenishing
Upkeep of signage's
Correspondence with the Superior and updation
Setting Merchandise
Help Customer to see, touch, feel, select easily
Is this retailing?Is this retailing?
Is thIs th
Counter/ Section Cleanliness
Display as per planogram
Replenishment and circulation plan
Check displays and signage's
Ensure price & other tags
Location of bags & packing materials
Store UpkeepChecklist
30 minutes before the Store Opens
Knowledge of schemes
Sales achievement and day target
Lighting and convenience facilities in order
Refresh product knowledge of existing range
Acquire knowledge of new range
Filling up of leaves and acquiring approvals
Self grooming
Store UpkeepChecklist
30 minutes before the Store Opens
Pre-sale Preparation
Know your Customer
Know your customer
Every store has different types of customers
• However a particular type of customer can be identified and specific service given to him/her.
I’m Today”s Customer
• I’m better educated and more discriminating than my predecessors.
• I’m more of an individual with unique tastes and preferences.
I’m Today's Customer
• I expect YOU to know what I want
and how I want it.
• I want answers Now.
• I’m computer literate and use the internet as often as possible to make my life easier.
I’m Today’s Customer
• I want comfort and efficiency.
• I demand courtesy and respect.
• If you give me what I want , I can be your greatest advocate.
I’m Today”s Customer• If you don’t I can become your worst
nightmare.
• If you can’t deliver what I want , when and how I want it, I will find someone else who can.
Know your competitor What are they selling (range of products,
brands etc)? At what price? What schemes and promotions are they
having? What kind of customers are they getting? Do your customers go there as well? What services do they offer?
Know Your Targets
Pre-sale Preparation
Monthly Target
Cumulative Target & Achievement (Till Date)
Yesterday’s Target & Achievement
Last Week Same Day’s Target & Achievement
Today’s Target
Know Your Targets
Plan your target achievement by chasing Conversions
Cash Memo Size Customer Service
Visual Merchandising
Conversions What is Conversions ?
How to calculate Conversions?
Conversion = Total Numbers of Invoices X 100 Total customer Footfall
Example: Total Invoices in a day is 25 & Total customer footfall is 100
Conversion = 25 X 100 = 25% 100
Cash Memo size or Ticket size What is Cash memo size or Ticket size ? How to calculate Cash memo or ticket size?
Cash Memo size = Total Sales Amount Total No of Invoices
Example: Total sales of a day is 148500 & Total No of Invoices of a day is 12
Cash Memo size = 148500 = Rs.12,375/- 12
Item per bill What is Item per bill?
How to calculate Item per bill? Item per bill = Total Number of Items sold
Total No of Invoices
Example: Total Number of Items sold is 60 Total No of Invoices of a day is 20
Item per bill = 60 = 3 item per bill 20
The Selling Stages
WHAT WILL I DO/ DO I APPROVE - Closing
I AM IMPORTANT – Opening the Sale
CONSIDER MY NEEDS – Need Discovery
HOW WILL YOUR IDEAS HELP ME – Sales Presentation
WHAT ARE THE FACTS / SNAGS – Objection Handling
Selling StagesWhat’s going on in your Customers mind
WHAT ELSE DO I NEED – Add-on Sale
I AM IMPORTANT – Affirmation
You never get a second chance to create a first impression!
Opening the SaleApproach and Greeting
Allow the customers to get used to the store
environment.
Too soon - no time to see the merchandise.
Too late - customer may change his/ her mind.
Observe customer to understand his/her interest
When ?
Approach & Greeting
Your aim in opening a sale is to close it.
•Make customers feel comfortable, at ease and welcome
•To gain the customers’ attention.
•To awaken the customer’s interest in the merchandise
•To lead in to the sales presentation
WHY?
Approach & Greeting
Some observation clues that can be identified before you decide to
approach a customer
Customer entry is directed straight to a particular section
Customer feels the merchandise
Customer looks at price tags
Customer spends more time in a particular section
Looks around and tries to catch your eye
To Approach or Not to Approach
Firstly, acknowledge the customer presence
with eye contact and warm smile
Social greeting / Conversational approach.
Merchandise approach
Bonus / Special feature approach.
Customer benefit approach.
Curiosity approachA good approach tells the customer that you know they are there and
are ready to give assistance if needed
Approach & Greeting
HOW?
Hello, Good Morning, Good afternoon, Namaskar, Good afternoon, Sir; Hello, I am…...
(To customer looking at merchandise) Good Morning, madam,
that’s our new range of….. Good evening madam, are you looking for some rings?
Merchandise Greeting
Social Greeting/ Conversational Approach
Approach & Greeting
Good afternoon Madam, there is a special introductory offer on the Wedding Collection.
Bonus/Special Feature Approach
Customer Benefit Approach
Not only is this Jewelry is made by finest gold it also comes with Certification.
Approach & Greeting
What would you say if I told you that you can get a
diamond pendant free on purchase of Rs.5000/- only?
Curiosity Approach
Approach & Greeting
Not giving a warm welcoming smile
Not giving the customer enough time to settle
Not looking into the customers’ eyesNot giving sincere and honest compliments
Making smart remarks
Talking too softly, too loudly or too much
Not giving enough personal space
Common Faults in Greetings
Problems with the “Can I help you?” approach
Begs for a “No Thanks, just looking” answer
Implies the customer needs help Cuts off further contact if the customer
says “No’
Need Analysis
Discovering Customer Needs : some useful techniques
Observation
Questioning and Listening
Discovering Customer Needs: Observation
Observe what customer are wearing, choice of colors, style
Does the customer know what he wants or is he hesitating and undecided
Who is making the decisions in a group/family
Use pleasant and helpful inquiries to understand your customer
Selling isn’t telling. It’s about asking questions and really listening to the answers
Explore customer needs with questions - the right questions
Don’t interrogate the customer
Insights through Questioning & Listening
Need Discovery
The Indirect Question: (THE OPEN ENDED) Helps customers elaborate their needs
What exactly did you have in mind?
What does your wife really like? Can you tell me about your husband’s choice of colours.
The Direct Question: (THE CLOSE-ENDED)
Are you looking for some exclusive watches ?
How old is your daughter?
Need DiscoveryA Few Questioning Techniques
Is this retailing?Is this retailing?
Listening
Show you are listening-
eye contact, nodding,
asking the right questions,
saying “I see” or
“I understand” from time
to time Do not interrupt Let the customer do most of the talking. Listen for the message, not just the words
During the Sale: Needs Analysis
Buying Motives Different customers buys for different reasons
The salesperson has to understand what the customer needs and motives are.
Each customer is different and the salesperson should tailor his talk
Needs and motives are identified through questioning and talking to the customer
Buying Motives Value Equation Desire to be Admired Self Esteem & Pride Imitation Ease & Comfort Quality & Trust
SEARCH FOR THE REASONS THAT CUSTOMERS HAVE FOR A PURCHASE SO THAT YOU CAN RELATE THE SELLING POINTS
OF THE PRODUCT TO THE BUYING MOTIVES
Imp: Forget your motives
He can afford the purchase
The need exists
Your product can satisfy that need
•A sale is made in the mind of the customer , therefore it is important to understand the customer’s mental buying process.
The Sales PresentationObjectives:
To Convince the Buyer That
•Customers look for information. Your product knowledge will help you tailor your sales presentation to provide the customer the correct information he needs.
Link features to benefits
Sell idea behind the feature
Talk about the unique feature of the product.
The Sales Presentation
A PRODUCT BENEFIT MUST
Improve image or prestige
Satisfy a particular need.
Save time or money
Solve a customer problem
The Sales Presentation
•Learn and use the Customer’s name correctly
Customer’s always like to feel, touch a product before buying.
The key to a good sales presentation is to involve all the
senses.
Using both hands to display a product
The Sales PresentationThe Importance of Demonstration
Good Customer objections are milestones towards the sale and not obstacles with no sale written across them
Fear of buying at the wrong time
An objection is usually a veiled request for more information
Recognise the fear behind every customer objection
Fear of making a mistake
Fear of spending too much
Handling Objections
Seek the customer’s agreement from your response
Customers want to be helped, not handled
Listen carefully to the objection
Remain calm Never interrupt
Restate the objection phrased as a question
Use a consistent tone of voice Empathize with the customer
Handling ObjectionsResponding to Objections
FORESTALLING AN OBJECTIONAnticipating a major objection and bringing it up before the customer
does. Helps to empathise with the buyer who does not get defensive
THE “YES, BUT” METHODYou agree with an objection and then point out some other feature or
take the objection and pull it apart
Handling Objections
THE DIGGING TECHNIQUEUse to uncover the hidden (bigger) resistance using probing questions.
Helps to ensure that you do not waste time responding to the wrong
objection
THE DEFER TECHNIQUEFor a difficult objection at sales presentation - try and
defer it by drawing the customer’s attention to the
major product benefits
THE REVERSAL METHODTake the objection and use it as a reason why the
customer should buy it
Handling Objections
Customer begins to take interest in the sale presentation, which will be indicated by
actions, remarks or response
RECOGNITION OF BUYING SIGNALS HELPS THE CUSTOMER
CARE ASSOCIATE TO CHECK WHETHER THE TIME HAS COME
TO CLOSE THE SALE.
He is interested but has not yet decided to make a
purchase
He has already made the decision to buy
Closing the Sale
• Goes back to an item already shown
Eyes dwelling constantly on a particular item
Moves forward to get closer to the product
Quick eye response, widening of eyes
Sideways glance at partner with a expression seeking
approval or trying to catch Customer Care Associate’s eyes
Smiling and tone of voice reflects inner
emotion/excitement.
Closing the SaleNon – Verbal Signals "All right!"
Even though his fist is clenched, you can tell that this dude's way happy.
• How much did you say this is?
• Do you like this? - to a partner
• Do you accept credit cards?
• Do you do home delivery?
• Is the size I am looking for, there in stock?
• If it doesn’t the the person, can I exchange it? (buying for
someone else)
Verbal SignalsClosing the Sale
Never Beg the Customer to Buy.
Radiate Confidence in Your Manner, Posture and Voice
Watch Out for Buying Signals
ABC of Selling = Always Be Closing
Objections Are Not Obstacles That Cannot Be Overcome
After You Ask a Closing Question - SHUT UP !!
Try and Keep Something in Reserve
Avoid Questions That Invoke a Negative Response
Closing the SalePoints to Remember
THE DIRECT CLOSE:When the customer is asked directly about his buying decision.Example: “Shall I pack this up, Sir?”
“Shall I make the bill?”
ALTERNATIVE CLOSE (THE LIMITED CHOICE ):When customer is hesitating between choices, offer him limited options in such a way that the buyer chooses between two positive alternatives. For instance, “Which will it be, Sir ?”
Closing the Sale
THE SUGGESTION CLOSE: When buyer requires a gentle push. For instance, “May I suggest that you go for Pendants, as you can get the exact from the wide variety to choose from”
Closing the Sale
THE ISOLATION TECHNIQUE:When the customer has a wide range of products to choose from. After assessing the buyer needs, the Customer Care Associate shortlist to 2-3 most suitable items, then by elimination brings it down to one final choice.
THE URGENCY OR IMPENDING EVENT CLOSE :Urge the customer to act immediately rather than putting off the buying decision by offering something special. Like“Sir, the ‘buy and get air ticket free’ offer is valid only for this week.”
THE SUMMARY CLOSE:The Customer Care Associate summarises the benefits of the product and ends with a question
Closing the Sale
When the customer seems undecided about the purchase
When you don’t have exactly what the customer wants
When you feel that the customer is making a decision that
is not in his/her best interest
When you receive an objection.
When to make suggestions
Power of Suggestion
What suggestions to make
Suggest complementary items and accessories
Suggest substitutes or alternatives.
Remind customer of special offers or sales
Suggest additional items the customer may need or want in
order to use the main purchase.
Educate the customer about higher quality merchandise
Power of Suggestion
Enhances the value of the product by adding related items
Provides additional service to the customer
Reminding customer about accessories that he can opt to
buy
Making customer aware of the accessories that go well
with the item bought
Awaken a latent need in the customer and push him
into buying
At times, can save the customer an additional trip
Add – On Sales
The Customer Care Associate takes on the role of Product Consultant
The Customer Care Associate must have a very clear idea about the inventory and the availability of products.
The Customer Care Associate must have good
idea about the items that complement a certain
primary purchase.
Add – On Sales
Thanking and affirming the purchase
Some customer may suffer from “Dissonance” even after paying for the product.
“Dissonance” is a doubt that crops up in his mind as the whether he has made a correct decision
At the end of the sale thank the customer, and confirm that the choice of product he has made is a good one. Eg. “Thank you for shopping with us, Madam. I’m sure your mother will love the necklace you have picked out for him.”
Sender Receiver
Message
Medium
Feedback
Elements in Communication
The Sender clearly tells or shows the message to the receiver
The Receiver clearly understands the message
The Receiver agrees with the message
The Receiver takes action in accordance with the message
The Receiver gives feedback to the Sender on the action taken
For Effective Communication the Sender controls the Communication
Effective Communication
• Keep it short and simple
• Respect feedback / conviction / enthusiasm
• Involve senses - selling aids, demonstration,
• Present your points in an orderly manner
• Voice must be pleasant, enthusiastic, audible
and clear
• Focus on Speed, Volume / Pitch, Modulation
Effective Communication
Communication
Thank You !
Relationship’s a fickle thing So I Love thee as I love myself
A golden rule for truth to tellTis you I live to serve so well