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?
 What is retail ?

The word retail is derived from French word

‘retaillier’ means ….

“to cut a piece off” or

“to break the bulk”
 The Basic Retail Model
The retail environment is made up of 3 elements:

CUSTOMER

RETAIL SPACE

MERCHANDISE MANPOWER
 Formats in Retailing
 Specialty Store

 Department Store

 Supermarket

 Convenience Store

 Discount Store

 Off-Price Retailer

 Superstore

 Catalog Showroom
 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 Luxury
Consumers 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.
 Pre-sale Preparation
 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
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 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

 Etiquettes 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

Pre-sale Preparation
Know Your Store
 Know your Store
 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

 Pre-sale Preparation

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
 Pre-sale Preparation

Store Upkeep & Setting

Merchandise
 Store Upkeep
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).
 Setting Merchandise
 Brand wise Sections
 Category wise Arrangement
 Size arrangement
 Ticketing, cleaning and replenishing
 Upkeep of signage's
 Correspondence with the Superior and updation
 Is this retailing?

Help Customer to see, touch, feel, select easily

 Store Upkeep
Checklist
30 minutes before the Store Opens
 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 Upkeep
Checklist
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
 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?
 Pre-sale Preparation

Know Your Targets

 Know Your Targets
 Monthly Target
 Cumulative Target & Achievement (Till Date)

 Yesterday’s Target & Achievement

 Last Week Same Day’s Target & Achievement

 Today’s Target
 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
 Selling Stages
What’s going on in your Customers mind
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
WHAT WILL I DO/ DO I APPROVE - Closing
WHAT ELSE DO I NEED – Add-on Sale
I AM IMPORTANT – Affirmation
 Opening the Sale
Approach and Greeting
You never get a second chance to
create a first impression!
 Approach & Greeting

When ?
 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

 Approach & Greeting
Your aim in opening a sale is
to close it.

WHY?
•To gain the customers’ attention.
•To awaken the customer’s interest in the merchandise
•To lead in to the sales presentation
•Make customers feel comfortable, at ease and welcome
To Approach or Not to Approach
Some observation clues that can be identified
before you decide to approach a customer

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

Customer entry is directed straight to a particular section

 Approach & Greeting
HOW?
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 approach
A good approach tells the customer that you know they are there and
are ready to give assistance if needed
 Approach & Greeting
Social Greeting/ Conversational Approach
Hello, Good Morning, Good afternoon, Namaskar,
Good afternoon, Sir; Hello, I am…...

Merchandise Greeting

 (To customer looking at merchandise) Good Morning, madam,

that’s our new range of…..
 Good evening madam, are you looking for some rings?
 Approach & Greeting
Bonus/Special Feature Approach
Good afternoon Madam, there is a special
introductory offer on the Wedding Collection.

Customer Benefit Approach

 Not only is this Jewelry is made by finest gold it also

comes with Certification.
 Approach & Greeting
Curiosity Approach
 What would you say if I told you that you can get a
diamond pendant free on purchase of Rs.5000/- only?
 Common Faults in Greetings
Not giving the customer enough time to
settle
Not looking into the customers’
eyes
Not giving sincere and honest compliments

Making smart remarks

Talking too softly, too loudly or too

much
Not giving enough personal space

Not giving a warm welcoming smile

 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
 Need Discovery
Selling isn’t telling. It’s about asking
questions and really listening to the answers

Insights through Questioning & Listening

Explore customer needs with questions - the right
questions
Don’t interrogate the customer

Use pleasant and helpful inquiries to

understand your customer
 Need Discovery
A Few Questioning Techniques
The Direct Question: (THE CLOSE-ENDED)
 Are you looking for some exclusive watches ?
 How old is your daughter?

The Indirect Question: (THE OPEN ENDED)

 Helps customers elaborate
Is this retailing?
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.
 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

Imp: Forget your motives

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
 The Sales Presentation
Objectives:
To Convince the Buyer That
 The need exists
 Your product can satisfy that need
 He can afford the purchase
•A sale is made in the mind of the customer , therefore it
is important to understand the customer’s mental buying
process.
 The Sales Presentation
•Customers look for information. Your product
knowledge will help you tailor your sales
presentation to provide the customer the correct
information he needs.

Sell idea behind the feature

Talk about the unique feature of the product.

 Link features to benefits

The Sales Presentation
A PRODUCT BENEFIT MUST
 Solve a customer problem
 Save time or money

 Satisfy a particular need.

 Improve image or prestige

•Learn and use the Customer’s name correctly
 The Sales Presentation
The Importance of Demonstration
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

 Handling Objections
An objection is usually a veiled request for
more information
Good Customer objections are milestones
towards the sale and not obstacles with no
sale written across them
Recognise the fear behind every customer objection
Fear of making a mistake
Fear of spending too much
Fear of buying at the wrong time
 Handling Objections
Responding to Objections
 Remain calm
 Never interrupt
 Use a consistent tone of voice
 Empathize with the customer
 Listen carefully to the objection
 Restate the objection phrased as a question
 Seek the customer’s agreement from your response

Customers want to be helped, not handled

 Handling Objections
FORESTALLING AN OBJECTION
Anticipating 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” METHOD

You agree with an objection and then point out some other feature or
take the objection and pull it apart

THE DIGGING TECHNIQUE

Use to uncover the hidden (bigger) resistance using probing questions.
Helps to ensure that you do not waste time responding to the wrong
objection
 Handling Objections
THE DEFER TECHNIQUE
For a difficult objection at sales presentation - try and
defer it by drawing the customer’s attention to the
major product benefits

THE REVERSAL METHOD

Take the objection and use it as a reason why the
customer should buy it
 Closing the Sale
Customer begins to take interest in the sale
presentation, which will be indicated by
actions, remarks or response
 He is interested but has not yet decided to make a
purchase
 He has already made the decision to buy
RECOGNITION OF BUYING SIGNALS HELPS THE CUSTOMER
CARE ASSOCIATE TO CHECK WHETHER THE TIME HAS COME
TO CLOSE THE SALE.
 Closing the Sale
Non – Verbal Signals  "All right!"
• Goes back to an item already shown Even though his
fist is clenched,
you can tell that
 Eyes dwelling constantly on a particular item
this dude's way
 Moves forward to get closer to the product happy.

 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 Sale
Verbal Signals
• 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)
 Closing the Sale
Points to Remember
 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 Sale
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”

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.
 Closing the Sale
THE SUMMARY CLOSE:
The Customer Care Associate summarises the
benefits of the product and ends with a question

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.”
 Power of Suggestion
When to make suggestions
 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.
 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
 Add – On Sales
 Provides additional service to the customer
 At times, can save the customer an additional trip
 Enhances the value of the product by adding related items
 Reminding customer about accessories that he can opt to
buy
 Awaken a latent need in the customer and push him
into buying
 Making customer aware of the accessories that go well
with the item bought
 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.
 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.”
 Elements in Communication

Message

Medium
Sender Receiver
Feedback
 Effective 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
 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
Relationship’s a fickle thing
So I Love thee as I love myself
A golden rule for truth to tell
Tis you I live to serve so well
Thank You !