retail sales training
TRANSCRIPT
RETAIL SALES TRAINING
FOR FLOOR EXECUTIVES
STORE PERFORMANCE DOWN!!!!!
Not Making Enough Profits?Unhappy With Too Much Merchandise?Distressed About Lack Of Customers?
Well…. What Are You Doing About It?
Retail Quiz
1.Do you like to sell?......Y/N
2.Do you like to buy?.......Y/N
3.Do you like to interact with people?.....Y/N
Retail Quiz
4.Do you mind scarifying your time for incoming customer?.....Y/N
5.Do you know little accounting?.....Y/N
6.Do you like to rearrange merchandise to make it more appealing to buy?....Y/N
MAJOR INDIAN RETAILERS
THE BRAIN or THE HEART
What will you learn?
• New ways to analyze Store Performance!!• Basic terminologies of Retail Management
and operations!!• Proven and practical ways of increasing
sales!!• How to use personality types and body
language to your advantage!!• Career opportunities inside Retail
Industry!!
cut off a piece
The word retail is, in fact, derived from the French word retailer, which means to cut off a piece or to break bulk.
Retailing
Includes all the activities involved in
selling goods or services directly to the final customers for personal or business use
Retail Store
Any business enterprise whose sales volume comes primarily from retailing
Retailing
Any organisation selling to the final consumer is retailing whether they are
• A Manufacturer• A whole saler• A Retailer
5 Minutes HISTORY OF Retail
After 2nd world war retail industry started to grow in U.S.A.
Retail is the largest private industry in the world with total sales $6.6 trillion.
INDIA
• Birth 80’s retail outlets and supermarket
• 1995 liberalization
INDIA
In India retail is the second largest
sector after agriculture. It provides employment to 8 % of the total Work force of the country.
INDIA
• India has the largest retail density in the world
• 12 million retail outlet for a population of over a 1000 million
• India rank 5th among the 30 emerging retail market in developing countries
TYPES OF RETAILER
RETAILING FORMATS IN INDIA
• MALLS• SPECIALITY STORES• DISCOUNT STORE• DEPARTMENT STORE• HYPERMARTS/SUPERMARKETS• CONVENIENCE STORE• MBO
RETAIL SECTOR OVERVIEW IN INDIA
FUTURE OF RETAIL IN INDIA
“Every month we are opening up to 12 stores and the number till today ,has actually gone up to 239 and our overall turnover is Rs 600 crore.”
T.K. Salim ,founder “ Margin Free,” a Kerala –based
groceries and discount store
TRENDS
RETAIL CAREER CHART
“Thought to ponder”
Foreign Systems In “Indian Context” – Do They Work??
Sundar Pan Sundar Gan Annapurna Bhandar
Get the Basics Right……..
• Retailing is a hard business• The floor staff stands on its feet for
up to nine hours every day. • The job of the salesperson on the
floor is physically exacting and emotionally draining
MALL OPERATION SCHEDULE
• Mall Timing : 9 AM –9 PM 12 hrs• Cleaning Time : 6 AM-9AM • Diesel Delivery : 7AM-9AM• Escalator/Lift Repair : 11 PM-7 AM• Garbage Disposal : 7 AM-8AM• Electrical Breakdown : 24/7• AC Maintenance Work : 7AM-10 AM• Plumbing Work : 11 PM -7 AM
100 TIMES BEFORE SLEEP
“PROMOTE YOUR STORE”S NAME ,NOT
THE NAME OF THE MANUFACTURER”
RESPECT THE FLOORS
Astute Retailers Will Walk The Floors Every Day. In A Customer Service-oriented Retail Outlet, The Supervisory Staff, Managers, Directors Or The Chairman Of The Company Will Walk The Floors.
TableShelveCube4 way rackT stand
Round RackRail RackShowcaseWaterfallStraight arm
HOW TO SEGMENT YOUR STORE?......GRID
RACK: TAIL OF AN ARROW
Floor Treatment
Wall treatment
Ceiling..
……….Waiting Area
Effective Listening
14 Characteristics of Effective Listening
NUTS AND BOLTS
20 words to make you sound smart as retail executive
NUTS AND BOLTS
1.Anchor Store
2.Back Stock
3. Basic Stock(flex Area)
4. Back Traffic Communications
5. Customer Relationship Management (CRM)
NUTS AND BOLTS
6.Facings or Fronting
7.Market Basket Analytics
8.Next Best Offer (NBO)
9.Point of Purchase (POP)/POS
10.Radio Frequency Identification (RFID)
NUTS AND BOLTS
11.Remote Maintenance Unit (RMU)
12.Retail Line of Trade
13.Runway
14.Season Codes
15.SIC Codes
NUTS AND BOLTS
16.Spinner Rack17.Sphere of Influence18.Stock-Keeping Unit (SKU)19.Store Designs20.Universal Product Code
(UPC) Bar Code
MBTI
PERSONALITY TEST
JUNG SQARE
DISC
SELF ANALYSIS CHART
9 PERSONALITY TYPES
Confused?
4 PERSONALITY TYPE…..EASY????
• Drivers
• Analytical
• Expressive
• Amiable
4 PERSONALITY TYPE
THE GLASS IS HALF FULL
CUSTOMER TYPE
Non Customers(will Never Or Rarely Buy From U)
Prospective Customers(could Buy From You)
Near Customers
Customers
ENTERTAINMENT BUYER
THE NEWEST AND FASTEST GROWING CATEGORY OF BUYERS
IMPORTANTSIGHT
SOUND
TOUCH SMELL
TASTE
HOW TO LOSE A CUSTOMER?
STORE PERSON ON PHONE WHEN ASSISTANCE NEEDED
STAFFS - DIRTY / SMELLY
INCONVENIENT STORE ARRAGEMENT
“STORE DON’T HAVE WHAT I WANTED”
NO PRODUCT KNOWLEDGE
WAITING IN A LONG LINE
HOW TO LOSE A CUSTOMER?...Con
ADVERTISED MERCHADISE NOT ON STOCK
IGNORED BY SALES EXECUTIVE
SALES PEOPLE ( PUSHY)
NO ONE AT THE CASH COUNTER
EXERCISE:REALITY CHECK!
DURATION :1 HOUR Monitor the people coming in and those who
purchased. Make a mark on a piece of paper for every
person who comes in. For a family of five- 5 marks. After an hour, note your conversion rate FORMULA:(the number of sales you made in an
hour ) // the number of customers who came in
!!Accept it!!
Talent and skill are scarce. It is sensible to hold quality staff, always.
Arrogance proclaims, 'There are a billion Indians; we can always find another salesman'.
Sense states: 'You may find another candidate, but
not a good salesman'.
THE FUNCTION OF RETAIL SALES EXECUTIVE
TODAY, AND EVEN TOMORROW, IS "RESALE "NOT SELLING!
In other words ..Your function is helping the retailer (and the wholesaler, too) to move his company's inventory
60” Selling Course
Did you see this?(No pressure Closing Technique)
• It’s a great opening line• It’s a great transitional line• It’s a great closing line Repeat 3 times• Did you see this? Did you see this?
Did you see this?
SELLING VS NOT SELLING
Customer walks in………………………. ……………….Employee: 'How are you today? Looking for
anything special?’’Customer : ‘‘No,’’ and looks around alone. After awhile, he asks the employee, ‘‘Do you
have this ?’’Employee: ‘‘I do, right over here.’’Customer: ‘‘I’ll take it.’’ This is not
selling
FOX AND THE GRAPES PROJECT
True selling is going after the whole tree, not just picking what you can reach without effort
TOOLS FOR MEASURING SALES
• ATS: Average Ticket size• UTS: Units per transaction ~The higher the number ,The
Stronger the sales person
8 WEEKLY REPORTS
1. AVERAGE CHECK—the value of each customer that day.
2. NUMBER OF TRANSACTIONS (also called customer count)—the number of total sales tickets that were generated each
day.
3. WEEKLY SALES BY CATEGORY—your top and bottom five categories to help establish buying trends.
4. WEEKLY SALES BY SALESPERSON—how much each employee
contributes to sales per week.
8 WEEKLY REPORTS
5. YEAR-OVER-YEAR BY WEEK—how you are doing compared to the same week of the previous year.
6. YEAR-OVER-YEAR TO DATE—a running total of your year-over year sales to help you see the bigger trends in sales.
7. NUMBER OF UNITS PER TRANSACTION—how well your crew can up sell.
8. NUMBER OF VOIDS—will alert you to a thief among your sales staff.
PLO: This rule is simple and sad
4 percent of all customer who visits your store belongs to…..
P:PushyL :LoudO:ObnoxiousYou will never please them!They wont buy from you!!
UNCOVERING TIPS AND TRICKS OF THE TRADE
More than 40 percent customer who enters into any retail store ACTUALLY BUY SOMETHING
THE FIVE PARTS TO A SALE
PART I:THE GREETING
• WORDS• SPEED• ATTITUDE
• Expressive• Amiable
PART II:WINDOWS OF CONTACT
When you walk down your street at night and notice your neighbors’ windows are open, what do you do?
PART II:WINDOWS OF CONTACT
Expressive Amiable
Part III:Your Question
Amiable
Analytical
Driver
Expressive
PART IV: FEATURES AND BENEFIT
Driver
Analytical
PART V:CLOSING WITH AN ADD ON
Driver
Analytical
Analytical
Will The Customer Buy It Or Not?
AFTER SALES MANAGEMENT
• What do customers want?• What do Sales person want?• What does the rest of business want?
• Where do customers go if they don’t come back to you?
THE WORST QUESTIONS AND RESPONSE
‘‘HOW ARE YOU TODAY?’’‘‘CAN I HELP YOU FIND ANYTHING?’’
‘‘NO PROBLEM’’
ROLE PLAY Try To Greet Someone Without Asking, Team 1:‘‘How Are You Today?’’Team 2:‘‘Can I Help You?’’ Team 3:‘‘Anything Else?’’
PAIN MANAGEMENT
LEG PAIN MANAGEMENT
DIRTY LITTLE TRICK OF RETAIL
SALES
You Must Shop At Least Once A Month!!
You Must Shop In Other Store To See What Other Business Is Doing!!
Body language
Body language
Body language
STEP 1:PAY ATTENTION TO HOW CLOSE SOMEONE IS TO YOU
STEP 2:WATCH THEIR HEAD POSITION
STEP 2:WATCH THEIR HEAD POSITION
STEP3:LOOK INTO THEIR EYES
STEP:4 SEE IF THEY'RE MIRRORING YOU.
STEP 5:CHECK THEIR ARMS.
STEP 5:CHECK THEIR ARMS.
STEP6:BE AWARE OF NERVOUS GESTURES
STEP 7:WATCH THEIR FEET
WARNING!!!
• Do not judge a person solely by their body language.
• Don't isolate yourself by constantly examining body language when interacting with people. Otherwise, there is no reason to gain a social upper hand anyway. This is paralysis by analysis
• Do not spend too much time looking at and analyzing the other person's body language. Try to look at their face while you are talking to them
TIPS ONE Observing in CONTEXT is key to understanding
body language.
TWO Keep in mind that each person has their own unique body language called BASELINE BEHAVIORS
THREE Pay special attention to CHANGES in body language rather than the body language itself.
SOURCE
HTTP://WWW.WIKIHOW.COM/READ-BODY-LANGUAGE
THEORY VS PRACTICAL
HOW CAN YOU APPLY KNOWLEDGE OF BODY LANGUAGE IN RETAIL SCENARIO?
Personal Grooming
Fundamental Hygiene Factors
can make or break a sale
LOOKS DO MATTER
Retailing is about the staffwearing clean, ironed uniforms. It is aboutshaving dailyUsing the right type and the right
amount of deodorantit is about bright eyes and warm smiles
It is about
Polished shoesNo straps showing through the uniform No hairy armpits
shaving Shoes?
Nails Arm pit
Deodorant Shirt
Fundamental Hygiene Factors
can make or break a sale
Careers in Indian Retail
