Retail Selling Skills PFOaLL

Module OverviewPre – Sale preparationOpening the SaleProgressing the Sale - ‘Need Analysis’PresentationObjection Handling ClosingFAQ’s

Pre-sale preparation

Prepare yourselfAppearance

Know your Store

Know your Product

Know your Inventory

Know the Trends

Know your appearance

GroomingDressingPersonal Hygiene

Readiness before Store Opening(10:00 to 10:30

AM)

Know your store

Update on daily target vs. achievementCounter/ section cleanlinessEase in Customer movementChecking display, focal pointsPrice tag on merchandise, offer updation Readiness before

Store Opening(10:00 to 10:30

AM)

Know your store

Hangers, shopping bags in respective locationKnowledge of promo/offers or any other marketing activity Product knowledge of new arrivals Checking of facilities

Readiness before Store Opening(10:00 to 10:30

AM)

Know your product

The strongest motivator is the product!

The team member is expected to be a specialist with detailed knowledge of

the product they handle!

Know your productSizes Colors optionsPrice points availableProduct usage, USP, FABOccasions of use SpecificationsUnderstanding of any technical termsWash care

Know your inventory

3 ‘W’s of Inventory

What WhereWhen

Know your inventoryCurrent inventory status Inventory location Back-stock Availability of extra stock Order to delivery cycle Anticipated merchandise Expected time of arrival

Know your trendsCurrent trends in the categoryObserve and know what’s happening aroundCompetitionSeasonal buying trendsFashion trends

Know your customers

There is no such thing as a ‘Time-pass’ Customer

Selling Process

Approach – Greet & Smile

Need Analysis

PresentationObjection Handling

Closing of Sale

Opening the sale

I am important? Doesn’t

matterApproach &

Greeting

Consider my needs

Insensitive Need Analysis

Will the product suit

me?

Unresponsive

Presentation & objection

handling

What do I do now?

Sale lost Closing

Approach & Greeting

Why?Your aim in opening a sale is to

close it!To gain the customers’ attention.To awaken the customer’s interest in the merchandiseTo lead in to the sales presentationMake customers feel comfortable, at ease and welcome

Higher the engagement –

Greater the probability of Sale !!

When?Allow the customers to get used

to the store environment

Eye Contact & Smile – at each & every customer Too late - customer may change his/ her mind.Observe customer to understand his/her interest

You never get a second chance to create a first impression!

To approach or not to approach?Clues:

Customer feels the merchandiseCustomer looks at the price tagsCustomer spends more time in the sectionCustomer’s hands are full – carries a basketCustomer looks around for helpCustomer entry is directed to a particular section

Types of approachNon-verbal Approach

Eye contact Warm smile

Verbal Approach Social greeting /Conversational approach Merchandise approach Bonus / Special feature approach. Customer benefit approach

A good approach tells the customer that you know they are there and are ready

to give assistance if needed

Social greeting / Conversational approach

Namaste / Namaste Sir; I am…...

Types of approach

Merchandise greeting(To customer looking at merchandise)

that’s our new range of ….. are you looking for something to wear for a party?

Are you looking for size 40?

Types of approach

Bonus/ Special feature Approach

(To a customer looking at shoes) Namaste Sir, there is a 20 % discount on a new range that came in just yesterday.

Sir, there is a special scheme on denims section.

Types of approach

Customer Benefit ApproachIts lamb’s wool, most comfortable in

winters.

Types of approach

Common Errors

Not looking into the customers’ eyesNot giving sincere and honest complimentsMaking smart remarksTalking too softly, too loudly or too muchNot giving the other person your full

attention.Not giving enough personal spaceNot giving a warm welcoming smile.

Types of approach

Need Analysis

Opening and progressing a saleThe great help to opening & progressing a sale is

to observe & listen!Insights by observation:

What people are wearing Their style Choice of colors Price points

How they conduct themselves Level familiarity in the store Whether they are positive Know what they want or whether they are

undecided.

Selling is tellingIt is about asking questions & really listening to

the answers

Insights through questioning and listening:

Explore customer needs with questions - the right questions.

Don’t interrogate the customer Use pleasant and helpful inquiries to

understand your customer

Insights guide the salesperson to help customers buy by linking product benefits to customer needs

A few questioning techniquesThe direct question: (Close ended)

Are you looking for something to wear to the office?

Would you like to use the bag for short trips ? How old is the child?

The indirect question: (Open ended)

Helps customers elaborate their needs What exactly did you have in mind? What does your daughter really like? Tell me about your husband’s choice of colors.

Need analysis

Need (price sensiti

ve)

Desire to look good

Status symbol

Fashion

consciousBuying motives

The Sales presentation

Walk with the customer to the concerned salesperson/Section, do not point in the general directionGive the customer’s name if possible, and a brief summary of the needs, to your colleagueIntroduce your colleague to the customerAt all times, remain friendly and respectful to the CustomerClose with a thank you to the customer

The Sales presentation

The importance of presentation

Customer’s always like to look, touch, feel a product before buying.

The key to a good sales presentation is to involve all the senses.

Allow the customer to touch the material, feel the product by insisting to try

The importance of presentation

Convey value through handling

The importance of presentation

Objectives of a sales presentation

The objectives of a sales presentation is toconvince the buyer that :

The need existsYour product can satisfy that needHe 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.

• Customers look for information. • Use your product knowledge during

sales presentation to provide the correct information.

Sell idea behind the feature Talk about the unique selling feature of the

product. Link features to benefits

Co-ordinate product benefits to customer buying motives

Objectives of a sales presentation

A product benefit must…..

Save time or money Solve a customer problemSatisfy a particular needImprove image or prestige

Customers buy solutions – not products!

How will I benefit from the purchase? Personalized presentation?

FEATURE

Slim fit Denim

100% Cotton Shirt

aLL –bigger size only

Wrinkle free

Power pricing

2 ply cotton

Lenin

ADVANTAGE

Gives Good Fit & look

Breathable

Wider range

Creases less

More at less price

More durable / superior fabric

Twice as strong as cotton

BENEFIT

Looks Trendy

Absorbs Sweat & Provides Comfort

More options to choose from

Looks neat even at the end of the day

Value for money

Lasts longer

Gives cool, crisp look

Convey value through handling

Holding the garment with utmost careAlways fold the garment while keeping it in shopping bagJackets are best presented when they are held by the shouldersGarment needs to be dust freeGarments kept at the right place in a proper manner

Handling objections

Handling objections

• Good Customer objections are milestones towards the sale

An objection is usually a indirect request for more information

• Recognize the fear behind every customer objection

Fear of making a mistakeFear of spending too muchFear of buying at the wrong time.Fear of the consequences of a wrong decisionFear of buying the wrong color / product / style /

pattern

Possible selling errors

Gives the impression that he knows it allAppears to know little about his productDisregards customers’ needs, fears, or his feelingMakes exaggerated claims about his product or service

Understand the type of objection

Excuse for not buying: Probably hiding the real reason behind the objection.The best way is to treat it like a real objection and let the real reason emerge.Never say that the customer is making excuses.Real objections: Genuine objections raised by customers after thoughtful consideration. These are not excuses but obstacles that you should overcome.

Forestalling an objectionAnticipating a major objection and bringing it up before the customer does.Helps to empathize with the buyer who does not get defensive.Increases customers confidence in the salespersonRefer to FAQ’s: C:\Documents and Settings\rajivko\Desktop\FAQ.docx

Closing the sale

Buying signalsCustomer begins to take interest in the sale

presentation, which will be indicated by actions, remarks or response

He has seen or heard something that he can apply to a particular need.

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 sales person to check whether the time has come

to close the sale

Non verbal signals• Customer strokes / feels the product appreciatively• Picks up product and reads instructions• 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 salesperson’s eyes

• Posing while trials and looking in the mirror• Smiling and tone of voice reflects inner

emotion/excitement.

Merchandising buying signalsCustomer brushing blazer after trial in front of mirrorCustomer feeling texture of shirt, stiffness of collarMatching of merchandise-tops & bottoms, accessories viz. ties, cuff links etcCustomer holding garment on child and nodding

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 my size there in stock? What kind of a guarantee do you give with your

products? What colours do you have it in? Do I have to pay cash right away? If it doesn’t fit can I exchange it? (buying for

someone else) Can you alter the length How long will you take for alteration

ClosingThis is the most significant aspect of the

sale

Test closing continually : Do you want both or just the one?Do you prefer the regular or the

double cuff ?Do you want us to alter it for you?

Points to remember Close When All the Benefits Are Fresh in the

Customer’s Mind 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 – wait for

response Try and Keep Something in Reserve. Avoid Questions That Invoke a Negative Response.

TechniquesThe Direct Close:• When the customer is asked directly about his

buying decision. Example:

“Shall I pack this up, Sir?” “Shall I make the bill?” “Would you like to buy this kurta?”

Alternative Close ( The limited choice close):• 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 offer did you like sir B1G1 or buy two for 1199?” “Would you prefer to pay cash or by credit card?”

The Assumption Close:• When the customers body language

indicates that he has already made the buying decision.

Like “How do you wish to pay for this?”

The Suggestion Close:• When buyer requires a gentle push. For

instance, “May I suggest that you go for the brown

trouser since it goes well with most colors.”

Techniques

Add-on & post sale

Power of suggestionWhat suggestions to make:

• Suggest complementary items and accessories.

• Suggest substitutes or alternatives.• Remind customer of special offers or sales.• Suggest multiples to capitalize on the best

value • Suggest additional items the customer may

need or want in order to use the main purchase.

• Educate the customer about higher quality merchandise.

• Suggest solutions to customer problems.

Why 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.Enhance the image of the sales person and also that of the store.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 salesThe Sales Person takes on the role of Product ConsultantThe sales person must have a very clear idea about the inventory and the availability of products.The sales person must have good idea about the items that complement a certain primary purchase.

Namaste!