retail training module

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?

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


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


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


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 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


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


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


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

retail training module

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