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Participant Handbook

Trainee Associate

Communicative English


Communicative EnglishCourse 1 – Making Good Impression .................................................... 205

Introduction and Greeting ...............................................................................207

Expressing Thankfulness .................................................................................217

Service ‘No’ ....................................................................................................223

Rude vs Polite Behaviour ................................................................................229

Agreeing - Disagreeing ....................................................................................235

Asking Questions ............................................................................................241

Course 2 – Know my Customer ............................................................ 249Giving Suggestions/ Recommendations ..........................................................251

Responding to Complaints ..............................................................................259

Course 3 – Know my Workplace ........................................................... 265Accepting Criticism .........................................................................................267

Giving Criticism ...............................................................................................271

Table of Contents


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Course 1 – Making Good Impression

Sr. No. Module Name1 Introduction and Greeting

2 Expressing Thankfulness

3 The Service ‘No”

4 Rude vs. Polite Expressions

5 Agreeing - Disagreeing

6 Asking Questions

Course Overview

As a Trainee Associate it is very important for you to make a good impression on the customer. That will ensure that customers approach you, which in turn gives you a fair chance to make a sale. To achieve this, is a must you need to connect with your customers and having good communication skills is a must.

This course will enable you to improve your communication skills in order to make a good impression on the customers.

Course Objectives

At the end of this course, you will be able to:

T Use correct phrases in order to make a good impression on the customer

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Course 1Introduction and GreetingModule 1

At the end of this module, you will be able to:

T Introduce yourself and others

T Greet your customer in different ways

Session Plan1 Module Overview

2 Introduction and Greeting

3 How to Introduce Yourself

4 How to Greet Others

5 Standard Greetings

6 Common Problems in Introduction and Greeting Approach

7 Key Learnings

8 Worksheet

Module Overview

As a Trainee Associate, you need to make a good impression on your customers. Approaching the customer with a warm greeting gives you a chance to form the first impression. In this module, let us learn how to greet and introduce oneself to others.

Introduction and Greeting

Greeting warmly and introducing oneself in an impressive manner leaves an impact on the person being greeted. As a Trainee Associate approaching and greeting the customer is a very important part of selling.

Greeting means going up to the customer and welcoming them. Greeting the customer not only helps make an impression on the customer, but also makes him feel important. Therefore, it becomes very important to have good communication skills. This ability to communicate effectively will help you interact with a customer and make a sale.


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How to Introduce Yourself

In any conversation to build a relationship with the other person you need to introduce yourself. Sometimes, you may even need to introduce your family member, friends or colleagues. Let us see a few examples of introduction.

Introducing yourself:

Good morning! My name is Aman I am a Trainee Associate. I begin work at 10 a.m. everyday.

My duty ends at 7 p.m.

While introducing yourself, you must give:

T Your name

T Your profession

T Some information about yourself

Introducing a colleague or friend:

Meet Leena. She works with me in the women’s section

on the second floor.

Good morning, Aman.

Good morning, everybody.

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While introducing your colleague or friend you must always:

T Introduce them by their name first

T Then, talk about the job they do

T Follow it up by necessary information on them

In order to share more information about yourself with others, you can take the help of some of the ideas given.

Family Education1. I am from..................... (place).

2. My parents live / My family lives in....................... (place).

3. My father’s name is .................................

4. My mother’s name is ...............................

1. I have completed my ...................................

2. I am studying to become a ...........................(name of the profession) at .................................(name of the institute).

Personality Interests

1. I am ............................................. (physical features like tall, dark, short, fair).

2. I am .......................................................... (qualities like patient, kind, friendly).

1. I like ........................................................... (activities, hobbies, qualities).

2. I don’t like .................................................(activities or hobbies).

3. I wish to become a ................................

In the conversation between Aman and Leena, both of them greeted each other and then greeted the audience that is You.

How to Greet Others

Greeting is to welcome someone. Using the right kind of greeting is important as it makes the other person comfortable. Moreover, if you approach the customer with a greeting, the possibility of a sale increases. As a good approach tells the customer that the salesperson is there and ready to give assistance, if needed.

Greeting is important to meet the expectation of the customer who likes to be treated properly. Many customers come in with a mind set like:

T I like to be welcomed.

T I am important and would like to be acknowledged.

T Consider my needs; help me to find what I am looking for.

T How will you help me?

Greeting a customer will help address all these customer expectations.

There are different types of greeting which you can use to greet a customer according to the situation. For example, if a known customer comes to your store you may greet him/her by saying “Good morning sir/madam. How may I help you?”.

Let us see some other examples.


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Non Verbal Greeting:

T In this form of greeting you just acknowledge the presence of the customer with a nod, smile or eye contact.

T It is used normally when you know the person you are greeting.

Social Greeting:

T Social greeting includes saying “Good morning” or “How may I help you?”.

T For Example:

• “Hello ma’am my name is Rakesh and I am here to assist you.”

There are different ways in which we can approach or greet our customers.

Merchandise Approach:

T This is used when the customer is browsing through the merchandise.

T For Example:

• “Good evening madam, you are looking at our new range.”• “Madam, that is a colour which will suit dark wall colours.”• “Are you looking for evening or party wear?”• “The socks come in seven different colours.”• “Good afternoon ma’am. The top you are looking at is also available in blue and black.”

Special Feature Approach:

T Here you approach the customer by talking about the special offers the merchandise has.

T For Example:

• “Ma’am, if you buy this t-shirt, you are eligible for a special gift coupon.”• “Hello sir, there is a 30% discount on the range you are looking at.”• “Hello! there is a special scheme on the accessories and bed linen section for today.”• “Good morning, ma’am. There is a buy 1 get 1 free offer on this merchandise.”

Customer Benefit Approach:

T You approach the customer by presenting the benefits for the customer.

T For example:

• “If you buy from this section, which is the mix’n’match section, you can match one salwarwith two or more kurtas.”

• “How many ever times you wash this sweater, it will not get out of shape.”• “In our new designer prêt section, you will get designer clothes at an affordable price.”• “Hello ma’am, this shawl is made of pashmina. The shawl will last you years.”

Complimentary Approach:

T You approach the customer by praising the customer.

T For example:

• “Blue looks good on you, it suits your fair complexion”.• “Madam, I really like that style”. “Look at the fall of this salwar and the drape, as if it is

made for you.”• “Ma’am baby pink looks really nice on you.”

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Standard Greetings

Useful expressions on meeting people:

Informal greeting Hello! Hi!

Formal greeting Good morning/ afternoon/ evening

Beginning of a conversation How are you? How may I help you?

Response Very well, thank you. Very well.

Closing a conversation Good night! See you later

Formal greeting mostly depends on the part of the day it is. Let us take a look at what to say depending on the time.

T While greeting:

• Before 12 noon – Good morning• 12 noon to 4 p.m. – Good afternoon• 4 p.m. onwards – Good evening

T Taking leave:

• At 4 p.m. – Good day• At 10 p.m. – Good night

Common Problems in Introduction and Greeting Approach

T Too soon. Not giving the customer enough time to settle

T No eye contact with customer

T Insincere and false compliments

T Making over-smart remarks

T Talking too softly or too loudly, or too much

T Not giving the other person your full attention

T Speaking without a smile

T Never ask the customer, “Can I help you?”, as it implies that the customer needs help rather than you offering help; if the customer says “No” further chance of communication is cut off. Therefore, always ask, “May I help you?”


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Key Learnings

Summarise your learning here. Write your answers in the space provided.

1. You have taken your classmate home. Introduce him/her to your family.?

2. Write and explain with examples the different ways by which you can approach acustomer.

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Worksheet

1. Read the questions. Tick on the correct answer.

a. Here are clocks showing the time of the day. There are different forms of greetings givenunder each clock. Tick on the correct option for that time.

i.

Good morning

Good afternoon

Good evening

Good night

ii.

Good morning

Good afternoon

Good evening

Good night

iii.

Good morning

Good afternoon

Good evening

Good night

iv.

Good morning

Good afternoon

Good evening

Good night

b. Rama is a customer. She has picked up a beautiful kurta and is looking at herself in themirror. At this point what is the best way to approach her?

i. Good morning ma’am, may I help you?ii. Good morning ma’am, can I help you?iii. Ma’am, the kurta looks really good on you.iv. None of the above


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c. You are greeting your boss. How will you greet him?

i. Hello sir!ii. Good afternoon sir.iii. Hi!iv. All of the above

Notes

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Course 1Expressing ThankfulnessModule 2


T Express thankfulness using the correct phrases


2 Importance of Expressing Thankfulness

3 Expressing Thankfulness

4 Key Learnings

5 Worksheet

Module Overview

In this module on “Expressing Thankfulness”, let us learn the phrases we should use to express our thankfulness towards a person who appreciates us or our work.

Importance of Expressing Thankfulness

We all like it when someone appreciates us or recognises the good work done by us. To appreciate the acknowledgement and the good things we have, we must express thankfulness. Thankfulness or gratitude is one of the most basic human emotions, which express that you respect what others say about you. A person who is grateful tends to spend less time comparing him/her self with others and feeling jealous. It also helps people, step into someone else’s shoes and realise that the other person did something nice for them even though he/she did not have to. A person who expresses gratitude is full of positive attitude and respects the words of others.

As a Trainee Associate you will have customers, bosses and colleagues appreciating your efforts. In these situations, you need to express your thankfulness for their kind words. You need to be polite and genuinely thankful. Saying “Thank you” is the easiest and polite way to express thankfulness.

There are other ways to express thankfulness, let us learn to use them correctly.


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Expressing Thankfulness

Let us see different situations and how to express thankfulness in these situations:

Expressing thankfulness towards boss:

Sir, I came here to express my gratitude for the Performance Bonus you have recommended

for me. It means a lot to me.

You deserved it my

boy!

In the above scenario, Raj is expressing thankfulness towards his boss. He is extremely polite and genuinely thankful towards his boss.

As Raj talks to his boss, he needs to keep the conversation formal. Some expressions he can use are:

T I came here to express my gratitude.

T Thank you, sir.

T I have no words to express my gratitude.

Expressing thankfulness towards colleagues:

Thanks a lot Aman for saving me from the boss’s anger!

You are welcome Raj. After

all, what are friends for!

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In this situation, Vinod is thankful towards his colleague. This is a friendly conversation; therefore, casual or semi-casual expressions can be used. Expressions that Raj can use to express thankfulness towards friends or colleagues are:

T Thanks a million!

T I can’t thank you enough.

T You have made my day!

Expressing thankfulness towards costumers:

Your menswear section has a fabulous collection, I must say!

Thank you sir! We truly

value your appreciation.

Your salespersons are very courteous and

friendly. I love coming to this store.

That’s very nice of you

madam. Thank you for helping us serve you.

While thanking a customer you must always realise the fact that the customer has gone out of his/her way to appreciate you and your work. You must also try to acknowledge how much you value their words. Expressions to be used to show thankfulness towards customers are:

T Thank you for helping us serve you. T That’s very nice of you madam. T Thank you sir! We truly value your appreciation. T My pleasure!


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I really appreciate

thatIt means a lot to me

Thanks a million!

You are most welcome

We Truly value your

appreciation!

Thank you

Thank you for helping us

serve you

I have no words to express my

gratitude

I can’t thank you enough sir!

I truly value your appreciation!The Glow of

Appreciation

Key Learnings


1. Your boss is appreciating you for your work. How you will express thankfulness?

2. How will you express thankfulness towards a customer?

3. How will you express thankfulness towards your friends?

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Worksheet

1. Fill in the blanks in the paragraph by choosing the expressions given below.

I am a salesperson at a Spencer’s store. I was selected for this post a few weeks ago. I have learnta lot in these three weeks. Earlier, I never thanked anyone for anything. Now I use the words____________________ atleast fifty times in a day. Sometimes, when my friend Kishore says,____________________ for any help given, I feel very happy. The other day a customer came toour store. She praised all the sales people for being polite. Our department manager said, ‘Thankyou for ____________________. What a nice way to express ___________________! In thesefew weeks I have learnt what to say when someone thanks me. I can say ___________________sir! The other day when Gita praised Mohan’s shirt, he said, Gita, _____________________ . Nowwhen I go home on leave, I’m going to practise saying __________________. I am sure my motherwill feel proud that I can express ____________________ and say ____________________ withconfidence. My team leader says _____________________is forever. He is right!

That’s so nice of you!, you have made my day!, Thank you, thanksgiving, gratitude, thanks a million, you’re welcome!, helping us serve you better, my feelings, my pleasure

Notes


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Course 1Service ‘No’Module 3


T Say ‘No’ politely


2 Saying ‘No’

3 How to Say ‘No'

4 Key Learnings

5 Worksheet

Module Overview

As a Trainee Associate, you will sometimes find yourself in a situation where you have to say ‘NO’ to a customer. Being in the service industry, it is necessary to convey your message in a polite way. So, it becomes very important to refuse someone in a polite and tactful manner. In this module, you will learn how to refuse politely.

Saying ‘No’

We all know that at some point in life we may disagree with people and have to refuse them for something. Even to be productive in professional life, we have to refuse from making too many commitments. For all these occasions, we need to say the word ‘ No’. Have you ever seen the word in good light rather, how have you felt when someone said ‘No’ to you?

T Angry

T Disheartened

T Frustrated

Yes exactly, saying ‘No’ is often taken in a negative sense but sometimes it becomes necessary. So, what should we do? Well, ‘No’ should be used very tactfully so that the person does not feel offended. In fact, refusing someone should not be direct. For example, if someone invites you for dinner then how are you going to refuse?

“No, thank you”. It is rude unless you say it slowly and with a smile.

“Thank you, but I already had my dinner”. It is a polite and non-direct refusal.

So, you must always avoid saying ‘No’ directly. Let us see some scenarios and how you should refuse


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in these situations.

Saying ‘No’ to a Colleague:

I am planning to go for a movie tomorrow. I need to take permission from the Floor Supervisor. Will you cover for me tomorrow?

I really wish I could, but my schedule for the day is packed. I am really sorry.

Saying ‘No’ to a Customer:

Where is your Floor Supervisor?

My apologies sir, but our rules

do not permit us to call the Floor Supervisor.

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I want to return this jeans. It does not fit

my daughter.

The jeans is soiled, madam. We cannot take back soiled

items. I am really sorry.

Saying ‘No’ to Your Boss:

I want you to handle the perfumes section also, along

with your other sections, from Monday.

Sir, I would love to take up the

additional work but I am afraid I will not be able to handle so

much.

Tips:

• Set your priorities, so you know when to say ‘No’.• Apologise wherever appropriate.• Your refusal should be genuine.• Be polite while saying ‘No’.


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How to Say ‘NO’

Some of the phrases used to say ‘No’ politely:

T I really wish I could …

T But my schedule for the day is packed…

T I am sorry sir. I have to complete this…

T I am sorry sir, our rules do not permit us to …

T We are not allowed to take back … I am really sorry.

T I am afraid I will not be able to …

T There is no room in my calendar…

T If there was a possibility, I would have…

Key Learnings


1. List a few phrases used to refuse politely.

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Worksheet

1. Match the statements of column A with the statements in column B.

Column A Column B

a. I would like you to prepare the sales report till Ram returns. i. I would love to, but I am going out

just now.

b. Raja wants you to invest some money in his business. ii. I wish I could, but I have a personal

problem to deal with right now.

c. Can you lend me your bike for a day? I want to take my friend out. iii. My apologies, but I cannot do that

right now; my hands are full.

d. Mohan, join us for an ice cream at the cafeteria. iv. I appreciate the offer but no thanks.

e. Kishore, can you help me with this report? I cannot type fast. v. If I had the money, I would have

definitely given it to you, but...

f. I have ordered some chicken for lunch. Come join me! vi. Not right now, perhaps later.

g. I want you to appear for the promotion exam. vii. I wish I could but I need it as I have

to go for an appointment today.

Notes


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Course 1Rude vs Polite BehaviourModule 4


T Differentiate between rude and polite behaviour


2 Politeness – Its Importance

3 Rude vs Polite Behaviour

4 Key Learnings

5 Worksheet

Module Overview

As a Trainee Associate, you always have to be polite towards your customer. It is very important for you to know the difference between rude and polite expressions; and be aware of how to speak politely at your work place. In this module, let us learn the different rude and polite expressions.

Politeness – Its Importance

Case 1 Case 2Elderly passenger : Hey you! Move

your paper that side!

Young passenger: Huh!

Where will I move the

paper? Can you see any space

here? You have a problem?

Go find another seat!

Elderly passenger: Would you please move your paper?

Young passenger : Sure.

Elderly passenger : Thanks.

Young passenger : You are welcome.


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This shows that:

T If you speak rudely to people they are going to be rude to you.

T If you speak politely to people they will be polite to you.

T You never know when you are going to need a favour so just try to be polite to people, especially in public places.

Rude vs Polite Behaviour

Rude Polite

T Hey! Where is the bathroom? T Excuse me, would you know where the bathroom is?

T Give your pen. T Would you please lend me your pen?

T Bring me a spoon. T Could you bring me a spoon?

T Give me the bill. T Please, could I have the bill?

T Get me change. T I would like to have some change.

T Call the manager. T I would like to see the manager, please.

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Key Learnings


1. Write the polite expressions that you will use in the following situation.

i. While asking someone for the time

ii. While borrowing someone’s pen

iii. While asking for directions

iv. While standing in the bus

v. While asking the housekeeping to clean your desk

vi. While asking your friend for money


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Worksheet

1. Read the following questions and tick on either R (rude) or P (polite).

P R

a. What did you say?

b. Please say it again?

c. Speak in English! I don’t understand any other language.

d. Show me the price tags.

e. Speak louder; I cannot hear you.

f. Excuse me, could you speak a little louder; I cannot hear you.

g. Stand in line.

2. Read the following questions and tick on the correct answers.

a. Kishore is sitting amongst some people. He wants to sneeze badly. What should he do?

i. Sneeze right away.

ii. Use an hanky while sneezing.

iii. Sneeze without the hanky but say excuse me.

iv. Sneeze with a hanky and say, “Excuse me”.

b. Rani is having lunch with her friends. She needs the ketchup placed at the other end of thetable and closer to her friend Neha. What should Rani do?

i. Lean over the table to reach for the ketchup bottle.

ii. Tell Neha, “Give the ketchup bottle”.

iii. Ask Neha, “ Can you please pass me the ketchup bottle”?

iv. None of the above.

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Notes


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Course 1Agreeing - DisagreeingModule 5


T Express opinion either by agreeing or disagreeing


2 Agreeing or Disagreeing

3 Expressing Neutral Opinion

4 My Communicative Tools

5 Key Learnings

6 Worksheet

Module Overview

Life is more than either agreeing or disagreeing with what others say or do. Sooner or later we will feel the need to express our opinion. Offering an opinion can be difficult if we do not know how to say it. In this module let us learn how to express opinion either by agreeing or disagreeing.

Agreeing or Disagreeing

Agreeing with someone means that you think the same as the person with whom you are agreeing. Disagreeing means we do not have the same point of view as the person with whom we are disagreeing. In our life, we tend to agree and disagree on various opinions or choose to stay neutral. We must know how to express our agreement or disagreement to any opinion. We must also know how to express a neutral opinion.


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Customer: Can you show me some good hair dryers?

Trainee Associate: Sure madam! Are you looking for any special features in the hairdryer?

Customer: I prefer dryers with multiple speeds.

Trainee Associate: Sure madam, I agree with you.

Customer: Also, it must work on dual voltage. In the U.S. their gadgets work on 110 volts, you see.

Trainee Associate: I am not sure that dual voltage is a good solution madam. It reduces the durability of the product.

Customer: It helps if the hair dryer has multiple heat settings.

Trainee Associate: Oh yes! You can say that.

Customer: You know, some dryers don’t have washable filters. I don’t like such dryers.

Trainee Associate: Yes madam, you have a point there.

In the above conversation you saw the Trainee Associate agreeing and disagreeing to the customer at various instances. Let us look again at the phrases she uses to agree and disagree with the customer.

T Yes madam, you have a point there. (Agree)

T Oh yes! You can say that again! (Agree)

T I am not sure that dual voltage is a good solution madam. (Disagree)

T Yes madam, I agree with you. (Agree)

Expressing Neutral Opinions

Sometimes you may neither agree nor disagree with the situation. In this case, it is said that you are neutral. Expressing neutral opinion is also important. Certain phrases will allow you to express neutral opinions. Let us see how they are used.

Amitabh Bachchan is one of the

finest actors in Indian film industry. What do you think

Rajan?

Actually l don’t watch films

much.

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What do you think Rama?

Yes, most people seem to like

him.

In the above conversations you saw that both Rajan and Rama did not give an opinion. They both neither agreed nor disagreed with the statement of their friend. They both remained neutral.

The phrases they used to remain neutral are:

T Actually, l don’t watch films much.

T Yes, most people seem to like him.

My Communicative Tools

Here are certain phrases which will help you to express opinions by agreeing, disagreeing or by staying neutral.

Agree Disagree Neutral1. I agree with you.

2. Absolutely!

3. You have a point there!

4. You can say that again!

5. That’s so true!

1. I am not sure that

2. I wouldn’t say that.

3. What is wrong withthat dress?

4. That is not what you toldme earlier.

5. How can you say that?

1. Opinions differ.

2. Yeah, some people likedit a lot.

3. I haven’t really thoughtabout it.

4. Well, that is your opinion.

5. Actually l don’t watchfilms much.


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Key Learnings


1. Express your agreement, disagreement and remain neutral for the statements:

a. Good salespersons are born and not made.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

b. Men are stronger than women.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

c. Life is better now than it was ten years ago.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

d. Cats make better pets than dogs.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

e. Students should be paid to attend school.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

f. English should not be a compulsory subject at school.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

g. Young people waste a lot of money.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

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h. Money brings happiness.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

i. Children should be given pocket money.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

j. Both men and women make good salespersons.

Agreement:_____________________________________________________

Disagreement:___________________________________________________

Staying Neutral:__________________________________________________

Worksheet

1. Read the following statements and say which sentences express agreement and which sentencesexpress disagreement.

You have to write A for agreement and D for disagreement.

a. I agree with you.

b. You are right.

c. That’s not always true.

d. My point of view is different.

e. I think we are looking at this the same way.

f. I think our views are different.

g. Do you think so?

h. I understand what you want to say, but…

i. I don’t see your point of view.

j. I cannot say that I approve of this.

k. You have a good point.

l. That’s your opinion.

m. Oh, that’s interesting!


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Notes

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Course 1Asking QuestionsModule 6


T Ask questions to make a sale


2 Asking Questions – To Build Relation

3 Asking Question – Open Ended Questions

4 Asking Question – Close Ended Questions

5 Key Learnings

6 Worksheet

Module Overview

In this module, we will learn the art of asking questions to the customer to know their requirement.

Asking Questions – To Build Relation

A customer will buy products from a salesperson he likes. Therefore, they should be able to find out what a customer wants.

T How will you do it?

T Well, by asking questions.

T Let us observe the given story.


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Are you looking for designer belts,

madam?

This salesperson is courteous. Yes I

am, but how did you know?

I could guess from the designer clothes you

are wearing.

This salesperson understands my

needs…

The Trainee Associate here received a customer as she entered the store. Before he can even think of selling to her, he has to make her feel comfortable at the store. Therefore, he greets her with a question, ‘May I help you?’ This makes the customer feel that the CSA is courteous and ready to help. The Trainee Associate’s second question shows that he had observed the customer and has an idea of what the customer needs. Therefore, you see how asking relevant and intelligent questions helped in building relations with the customer.

Some of the questions we can ask while approaching or building relations with the customer are:

T May I help you, sir?

T Hello! What is your name?

T Welcome sir! What can I do for you?

T That’s a beautiful tie you have sir! Would you like to look for similar ones?

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T May I show you some items that have just arrived from Singapore?

T Would you like to see some eco-friendly placemats, madam?

T We value our customers. Could I tell you about the bonus points scheme we have?

Asking Questions – Open Ended Questions

Once you have made the customer comfortable, you must proceed to getting more information about the needs and wants of the customer.

Let us see an example.

Good Morning Ma’am. May I help you?

Yes, I am looking for trousers.

Ma’am, may I know what style or occasion

are you looking for?Formals.


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Any specific colour you have in mind? Yes, brown.

In the above conversation, you saw how the Trainee Associate asked relevant questions to get information about the customer needs and wants. In such cases, you need to ask open ended questions to the customer.

You must be thinking what open ended questions are?

Open-ended questions:

T The questions to which the answer cannot be given in Yes/No. The customer is bound to give some additional information as an answer to an open ended question.

T They include question words like what, where, which, who, whom, whose and why. These are called the ‘wh’ words. The word how is also used sometimes. All these words are used to get particular information. Example: What are you colour preferences?

Asking Question – Close Ended Questions

Close ended questions are questions which can be answered in Yes/No. These types of questions are used to narrow down a conversation, to get specific information or to close a sale smoothly. For example: “Did you take your water bottle?”, “Ma’am, would you like to see anything else?”

Used for specific

information

Narrows down the

conversation

Helps close the sale smoothly

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Key Learnings


1. Write a scenario where you, the Trainee Associate, are attending to a customer. Whatquestions will you ask the customer?

i. While approaching the customer:

ii. During the sale:

iii. While closing the sale:

Worksheet

1. Rearrange the words in the correct order to frame meaningful questions. Remember to begineach question with a capital letter.

a. Her is desk which?

b. Window broke who the?


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c. Railway is the station where?

d. Library did meet at whom the you?

e. Does bus when leave Mumbai the?

f. Now how is patient the?

g. This scooter whose is?

2. Complete the questions by choosing the correct question word from those given in the box.

what, when, where, who, whom, whose, why

a. do you want to do this evening?

b. do you want to go tomorrow?

c. is coming to the party?

d. of these do you like?

e. does the party start?

f. don’t you come?

g. is the red car?

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3. The sentences in column A have been written as questions in column B. Match each sentence withits correct question form.

Column A Column B

a. If you could tell me where you left the keys. i. What type of skirts do you like?

b. I would like to know your preference in skirts. ii. What type of tea set do you want?

c. I am afraid, I have to trouble you. iii. Where did you leave the keys?

d. I would like more details about the tea set you have in mind. iv. What is your budget?

e. It would be useful to know the price range you have in mind. v. Can you help me?

Notes


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Course 2 – Know my Customer

Sr. No. Module Name1 Giving Suggestions / Recommendations

2 Responding to a Complaint

Course Overview

It is very important to know and understand the need of your customer. This will help you to interact with the customer better and respond effectively to customer needs. This course will familiarise you with the phrases you should use to recommend products and respond to customers’ complaints.

Course Objectives


T Interpret customer needs and recommend accordingly T Respond to customer complaints effectively


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Course 2Giving Suggestions/ RecommendationsModule 1


T Give suggestions and recommendations to your customer


2 Giving Suggestions

3 Art of advising

4 Key Learnings

5 Worksheet

Module Overview

As a Trainee Associate you are expected to have firm product knowledge. Therefore, in case of any confusion or need for detail the customer will always look for you. This gives you, the Trainee Associate, a chance to suggest the right product to the customer and increase sale of the store. In this module, let us learn how to give suggestions and recommendations to your customers.

Giving Suggestions

Giving suggestion is an important part of a Trainee Associate’s job. Suggesting the correct product to the customer not only displays the Trainee Associate’s product knowledge but also increases customers’ trust towards the store. While suggesting any product neither force the customers to buy, nor beg or plead so that they buy. You should only suggest that the item may be good for the customer and tell its benefit. This will lead to a positive effect. This is known as the art of gentle persuasion.

Let us see the golden words that a Trainee Associate must use when he/she is giving suggestions.


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I am not sure which sports shoe

to go for..

In that case, I think you should go for this brand

of shoes.

I recommend this pair for you. It has a thick sole. I feel

you will have no problem when walking.

Oh! thank you.

In the conversation between the customer and Raj, you saw that how politely Raj was able to suggest an appropriate product to the customer. The few important words he used were:

T I recommend

T I think you should

Other phrases that you can use are:

Words SentencesI feel I feel this bag will not be suitable for your kind of work.

I think I think you could use this laptop at your workplace

I strongly recommend I strongly recommend a gas stove instead of an electric one.

May I suggest May I suggest an alternative?

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Sometimes the customer may not be sure of what to buy. Therefore, the Trainee Associate needs to trigger the customer’s desire for the product. This is done by:

T Focusing on the product,

T Telling the benefits of the product and

T How the customer’s life will change after buying it.

Good morning madam. New

arrivals. Denims!!I do not

need one.

Madam, I suggest you have a look. The

denims is of the latest design.

Okay, I will try one. Will it fit me?

Why don’t you try it madam?


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There you are madam.It fits perfectly. It is special.

It does look good on me. But why do you say denim is special?

It looks good on you. It is very exquisite. Whoever sees it, would want one. That is why it is special.

I also like it; I think I will take it. Thank you!

You’re Welcome madam! I am sure you

will not regret buying it.

In the given conversation you saw how the Trainee Associate suggested the product and then convinced the customer to also buy it. The Trainee Associate triggered the customer’s desire for the product, and then informed the customer of the exclusive advantages of the product.

Tips:

• While giving suggestions, do not go overboard in passing off some unwanted product.You will not earn the customer’s trust this way.

• Do not force the customer to buy.• Do not nag the customer to buy.• Always suggest products according to his needs.

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Art of Advising

A Trainee Associate can also advise his/her customers to buy products on discount. While offering discounts you should:

T Tell your customer how much money he will save from buying a certain product, for example,

• Offer a discount on the product liked by the customer.• Inform about the offer – buy one get one free.

Some of the phrases used for advising customers are:

Words SentencesI would advise T I would advise you to try it on.

I feel you should T I feel you should, to save money on further purchases.

It is better to buy two T It is better to buy two, then you will get one free.

Definitely visit us on your birthday. T Definitely visit us on your birthday. You will get a 25% discount on any item you buy.

Key Learnings


1. Write how you will suggest a product for the following situations.

a. To an existing customer

b. A reluctant customer

c. A customer looking for exclusive merchandise

d. To direct a customer towards the discounted sector

e. A customer who is unhappy with high priced products


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Worksheet

1. Match the columns.

Column A Column B

a. I don’t think these pairs of shoes will suit me. i. No madam. We are offering 50%

discount!

b. I do not want another pair of ordinary shoes. ii. Thank you Madam. I am sure

you won’t regret it.

c. What is so special about these shoes? iii. Madam, I feel they will suit you very well. Please try them.

d. All right, you have convinced me. I will buy them. iv. Madam, but they are not

ordinary shoes.

e. So the price is high? v. They are handmade designer shoes.

2. Read the following question and tick on the correct answer from the given statements.

a. A customer is reluctant to buy a high priced item. How will you suggest him to buy thesame product?

i. Sir, I advise you to check the discount section.ii. May I suggest you a cheaper option?iii. Sir, I feel you should go for this product as it is an exclusive designer wear.iv. None of the above.

b. Your store is offering buy-one-get-one-free offer on tops. Your customer is in the skirtsection. How will you direct her to the tops section?

i. Ma’am, if you are interested in buying tops, then our section is right there.ii. Ma’am, I feel you should check out our tops section as there is a buy-one-get-one-

free offer.iii. Ma’am, this way to the billing counter.iv. None of the above.

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Notes


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Course 2Responding to ComplaintsModule 2


T Respond to customer complaints effectively


2 Complaint Handling

3 Responding to customer complaint

4 Words of complaint

5 Key Learnings

6 Worksheet

Module Overview

In this module let us learn how to respond to customer complaint, the phrases we should use to respond to a complaint and the phrases customer uses while making a complaint.

Complaint Handling

In retail , the customer is the biggest asset. The customer pays all our salaries, wages and bonuses. The customer will go where he/she receives the best attention. You must be your customers’ best choice. You must ensure that your customers leave the store happy and satisfied. Effective complaint handling ensures that an unhappy customer leaves satisfied. Therefore, it is very important to know how to handle a customer complaint. You as a Trainee Associate must know what and how to say while complaint handling. Your English language skill will help you articulate and pacify the customer. Let us learn how to respond while customer complaint handling.


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Responding to Customer Complaint

I bought a camera from your store last week. Already, the flash has

stopped working.

I want to see your manager.

I have a complaint to make.

We are extremely sorry, Sir. Our technician will see it. He will

fix it if possible. If it cannot be done, we will give you a new

piece.

That will be good, thank

you.

In the given conversation you saw how effectively the Trainee Associate handled the customers’ complaint.

Let us observe the phrases he used.

T Extremely sorry

T Will see

T He will

T We will

T The company will

T The manager will

Will + Action Word The Future

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Will + any verb, indicate the work will be done in the future. Once the complaint has been made you must rectify it in the near future. For conveying the customer that you will correct your mistake you must use the phrases like, we will, will see, I will, etc.

For expressing apology we can use words like:

T We regret…

T I am sorry…

T I apologise for the inconvenience …

T We are extremely concerned that …

T We are sorry and upset to know that..

T We will make amends….

Words of complaint

Words that the customer uses while complaining. As a Trainee Associate you must be aware of these words and respond accordingly.

Word MeaningFlawed Spoiled by something such as a dark mark or spot

Faulty Not working properly

Smudgy Having a small messy mark made by ink or dirt

Wrinkled With many unwanted folds

Broken Is in two or more pieces

Chipped A small piece has broken off its edge


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Key Learnings


1. Write how you will respond to complaints in the given situations:

a. “The plug of the appliance is loose”.

b. “This fridge does not make ice”.

c. “The last page of this book is missing”.

Worksheet

1. How will you respond to an angry customer? Tick on the correct answer. There can be more thanone correct answer:

a. Stand crookedly while listening to the customer.

b. Allow the customer to provide you with the details of the problem.

c. Do not frown while listening to the customer.

d. Give him/her your complete attention.

e. You should multi – task while listening to them.

f. Never apologise to the customer. After all it is not your fault.

g. Be vague. Never say when you are going to solve the problem.

h. Promise them you will fix the problem.

i. Offer any discounts which the store can offer.

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2. Match the columns.

Column A Column B

a. My T.V. is faulty. I cannot see any programme! i. I am sorry. We will repair the

toaster.

b. One plate was chipped. ii. We apologise. Meanwhile, we will correct the fault in the TV.

c. You have not yet sent the books. iii. We regret that the plate was chipped. We will replace it.

d. This dress is too tight. iv. We are very sorry for the delay.

e. The toaster is faulty. v. Please accept our apology. We’ll alter the size.

Notes


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Course 3 – Know my Workplace

Sr. No. Module Name1 Accepting Criticism

2 Giving Criticism

Course Overview

As a Trainee Associate you will be working with a team of people and not in isolation. When you work in a team, there tends to be a lot of internal conflicts among team members. This can lead to harsh criticism and negativity. Giving and accepting of criticism should be done for positive effects. Therefore, it is important to know how to give and accept criticism in a positive light.

This course will walk you through phrases and sentences that you can use in order to accept and give criticism in a positive way.

Course Objectives


T Accept and give criticism positively


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Course 3Accepting CriticismModule 1


T Respond positively to criticism


2 What is Criticism?

3 Importance of Accepting Criticism

4 How to Accept Criticism

5 Key Learnings

6 Worksheet

Module Overview

Being human, we are bound to make mistakes. None of us is perfect and at some point or the other we make mistakes. So, what should we do when someone points out those mistakes and criticises? Cry, shout, feel angry?

No, we should learn to accept criticism. Accepting criticism helps us to learn from our mistakes and improve. Remember, criticism is not an attack on you but a way to improve you.

In this module, let us learn how to accept criticism in a positive way.

What is Criticism?

Criticism is when someone shows an expression of disapproval, due to some mistake or fault. It is basically an act of passing judgements on whether your action is right or wrong. Criticism is not to insult or attack you. It is just a review of your work or task, and judging it to be wrong or right. Therefore, when someone criticises you, you need to take it in a good light and learn from your mistakes. You will face criticism in both personal and professional life but you must learn to accept criticism and learn from them to improve.


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Importance of Accepting Criticism

To understand the importance of criticism let us read this little scenario first.

Boss : Kishore, you have become very careless these days.

Kishore : Sir, why? What have I done?

Boss : I’m not happy with your work.

Kishore : But I finish all my tasks before I go.

Boss : Yes, but how? Did you double check the sales report before you sent it?

Kishore : No sir, but why should I double check? I don’t make mistakes.

Boss: But there were mistakes and big ones.

Kishore : Actually sir, when I was making the report a colleague came and started telling me about his family.

Boss: I see. So it was your colleague’s fault this time? Kishore when will you learn to accept your mistakes? Besides I’m warning you. One more time you produce such careless work and you’re out!

Kishore : Sir you’re saying all this because you don’t like me.

Boss: Kishore, criticism is NOT a personal attack!

In the above scenario, you saw that Kishore was not able to accept his mistake and the criticism given by his boss. Even though it was Kishore’s fault, still he kept on agreeing with his boss. Do you think what he did was right?

No. He should have accepted his mistakes and promised to improve. He not only spoiled his relationship with his boss but also lost his credibility.

It is very important to know how to accept criticism. Let us learn.

How to Accept Criticism

Here are certain phrases you must use to accept criticism.

T I am sorry. I accept responsibility.

T I did not see the mistake. I will make the report again.

T I could have written it better. Thanks for telling me.

T I know how to fill in the register now. I have learnt from your remarks.

T That is ok. I know you are criticizing my actions and not me.

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Key Learnings


1. Write down the various ways in which you will accept criticism.

Worksheet

Read the questions. Tick on one option which you think will help you accept criticism better.

1. Why should I be quiet when someone criticises me?

a. So that you can calm down before you reply.

b. Because no one wants to hear your voice.

2. Why do I think that nothing will go wrong at the workplace?

a. Your thinking is correct, because after all, you are perfect at your work.

b. You should not think like that. Something may go wrong, but you can learn from yourmistakes.

3. Before submitting my work why should I double-check it?

a. It will help you correct any mistakes made.

b. No. Why should you? It is a waste of time.

4. Is criticism good?

a. No it is not good. It hurts.

b. Yes it is good. It helps you to improve your work.

5. Why does my boss criticise me?

a. Well, he does not like you. So it is a personal attack.

b. Do not take it personally. People criticise the action and not the person.


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Notes

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Course 3Giving CriticismModule 2


T Effectively give positive criticism


2 Giving Criticism

3 Key Learnings

4 Worksheet

Module Overview

Giving criticism is an art that needs patience, tact and politeness. A criticism when taken in positive light, only then does it make its needed effect. Giving criticism in a harsh way can offend the person being criticised and that affects your relationship. Plus, it may not lead to the effect needed. Therefore, it is very important to know how to criticise to have a positive effect.

In this module, let us learn more about giving criticism.


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Giving Criticism

Mohan: Kishore, I wish to say something to you.

Kishore: Yes, Mohan.

Mohan: Please sit down. Kishore, you are a very good worker. You finish your tasks on time. You display your items so well.

Kishore: Thank you, Mohan.

Mohan: But Kishore I’ve noticed you don’t interact much with customers. Why? Do you know how important customer interaction is in the retail business?

Kishore: Yes I know but….I am not comfortable talking to them. They ask so many questions. I feel as if my tongue has stopped working.

Mohan: There’s no need to get so upset Kishore. Just be relaxed while answering them. They are people like all of us. Many of them may have come to our store for the first time and are lost. So they don’t know the way.

Just give them directions politely with a smile. You know the store’s layout, don’t you?

Kishore: Yes I do.

Mohan: What else do they ask?

Kishore: About discounts.

Mohan: So tell them. We keep having sales and discounts plus festive offers. Most customers want to shop when they know the prices are low.

Be confident and guide them to the counters where items are on sale.

Kishore, I know you can do it. You can be very calm and cool when you want to. So all you have to do is to get rid of your shyness. Be confident.

That’s all.

Kishore: I’ll do it Mohan.

Mohan: Great.

In the above scenario, you see how well Mohan is able to convince Kishore and help him improve. Mohan displays few very crucial points, which you should always remember while giving criticism, they are;

T Be polite

T Do not shout

T Do not put the blame instead explain the weak point and give suggestions on how to improve them

T Remember criticism is given for improvement of others and not for discouraging them

T Make a plan

T Come to the point

T Watch your words

T Use the “sandwich technique” – sandwiching the negative comment between genuinly positive comments

T Ask for a response too

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T Comment on changed behaviour

T Instead of calling it positive criticism, call it feedback, review, etc.

Few phrases that you can use while giving positive criticism are:

T You are very hard working, but lately you have not done so well. Are you ill?

T You need to speak clearly. Why do you not join some speaking classes?

T Don’t take my criticisms negatively. Just think of my words and give better results.

Tip:

• If a person shows improvement after criticism, praise the person for improvement.

Key Learnings


1. Write the various ways in which you will give criticism.

Worksheet

Read the questions. Tick on one option which you think will help you give criticism better.

1. Why should I give criticism to my team members?

a. So that you can help your team members to improve their performance.

b. Why not? You are the leader. It is your job to criticise everyone.

2. Why should I think what I have to say when I criticise any team member?

a. Why should you think? There is no need. Just open your mouth and say what you feel like.

b. You have to think what you say, because then you will not use words that insult or hurtyour team members.


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3. What should be done when a team member shows improvement after he/she has criticised?

a. Nothing. What is so great if he/she has improved? That was his/her duty.

b. Everyone loves it when their improvement is noticed. So he/she has to be praised for his/her achievements.

4. Why do some people get angry when you criticise them? How do you face their anger?

a. Their anger is actually hurt or disappointment. Tell them that although it is hard to takecriticism they can learn from it.

b. I get angrier. They have made mistakes so how dare they show their anger.

5. Why should I use the “sandwich technique” while criticising a team member?

a. There is no need. Why waste time stating five words when you can finish in two?

b. Negative comments should be sandwiched between genuine positive comments. Thisshows that you notice both the positive and negative qualities of the team member.

Notes


Answers

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Answers: Communicative English

Answers: Course 1_Module 1

1. Read the questions. Tick on the correct answer.

a. i - Good morning,ii - Good afternoon,iii - Good evening,iv - Good night

b- iii

c- ii


1. my pleasure , Thanks a million, helping us serve you , gratitude, That’s so nice of you , You mademy day, Thank you, my feelings, you’re welcome, thanksgiving


1. a - iii, b - v, c - vii, d - i, e - vi, f - iv, g - ii,


1. Read the following questions and tick on either R (rude) or P (polite).a. Rb. Pc. Rd. Re. Rf. Pg. R

2. Read the following questions and tick on the correct answers.a. ivb. iii


1. Read the following statements and say which sentences express agreement and which sentencesexpress disagreement.

a. A b. A

c. D d. D

e. A f. D

g. D h. D

i. D j. D

k. A l. D

m. A


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1. Rearrange the words in the correct order to frame meaningful questions. Remember to begineach question with a capital letter.a. Which is her desk?b. Who broke the window?c. Where is the railway station?d. Whom did you meet at the library?e. When does the bus leave Mumbai?f. How is the patient now?g. Whose scooter is this?

2. Complete the questions by choosing the correct question word from those given in the box.a. Whatb. Wherec. Whod. Whiche. Whenf. Whyg. Whose

2. a – iii, b – i, c – v, d – ii, e - iv A


1. a –iii, b. – iv, c – v, d – ii, e - i3. Read the following question and tick on the correct answer from the given statements.

a. iiib. ii


1. b,c,d,h,i

2. a-ii, b-iii, c- iv, d-v, e -i


Read the questions. Tick on one option which you think will help you accept criticism better. 1. a2. b3. a4. b5. b


Read the questions. Tick on one option which you think will help you give criticism better.1. a2. b3. b4. a5. b

participant handbook - alison · participant handbook. communicative english. course 1 ... “if...

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