Communication in Retail

8/14/2019 Communication in Retail

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CommunicationCommunicationCommunication is a two way exchange of an unlimitedCommunication is a two way exchange of an unlimited

variety of actions, things and sounds. It includes wordsvariety of actions, things and sounds. It includes wordsgestures, facial expressions, signs, symbols, pictures andgestures, facial expressions, signs, symbols, pictures and

numbers, ,sound, touch and more.numbers, ,sound, touch and more.

Communication os the transfer of information andCommunication os the transfer of information and

understanding from one person to another person.understanding from one person to another person.

Communication is a way of reaching others with ideas, facts,Communication is a way of reaching others with ideas, facts,

thoughts, feelings and values.thoughts, feelings and values.It is a bridge of meaning between people so that they canIt is a bridge of meaning between people so that they can

share what they feel and know.share what they feel and know.

Communication always involves two people – a sender and aCommunication always involves two people – a sender and a

receiver. One person alone cannot communicate.receiver. One person alone cannot communicate.

Communication is what the receiver understands and notCommunication is what the receiver understands and not

what the sender says.what the sender says.Every act of communication influences the surroundings inEvery act of communication influences the surroundings in

some way, which may be visible or invisible.some way, which may be visible or invisible.

Everything we do and sometimes what we don’t doEverything we do and sometimes what we don’t do

communicates message to people.communicates message to people.



The CommunicationThe Communication

ProcessProcess• Step – 1Step – 1 Develop an IdeaDevelop an Idea

• Step – 2Step – 2 EncodeEncode

• Step – 3Step – 3 Transmit Transmit• Step – 4Step – 4 ReceiveReceive

• Step – 5Step – 5 DecodeDecode

• Step – 6Step – 6 UseUse



CommunicationCommunication

VerbalVerbal Non-VerbalNon-Verbal

WordsWords

Written Body Picture SignsWritten Body Picture Signs

LanguageLanguage

One to OneOne to One

Groups/MeetingsGroups/Meetings

Telephone Telephone



VerbalVerbal

1.1. WordsWords

2.2. Words can be chosen, controlledWords can be chosen, controlled

and editedand edited3.3. Words have a specific range of Words have a specific range of

meaningmeaning

4.4. Syntax and formation of Syntax and formation of sentences provide meaningsentences provide meaning

5.5. Script –VerbalScript –Verbal

6.6. Punctuations : periods, commas,Punctuations : periods, commas,colons etccolons etc

7.7. Vocabulary (large):Vocabulary (large):

8.8. Words(=symbols)Words(=symbols)

9.9. Communicates concreteCommunicates concreteconscious phenomenonconscious phenomenon

10.10. Process : Sender, receiver,Process : Sender, receiver,

medium message, feedbackmedium message, feedback(words)(words)

11.11. Interpretation through thinkingInterpretation through thinking(rational)(rational)

12.12. Deals with external realtiesDeals with external realties

13.13. Diversity of languagesDiversity of languages

Non-verbal

1. Gestures

2. Postures, gestures and movements are

involuntary3. Gestures have to be interpreted in

context

4. Gesture clusters are interpreted for

meaning or message

5. Script – Non-verbal

6. Punctuations : Pauses, vocalizations etc7. Vocabulary (limited):

8. Facial expressions,

gestures(=symbols)

9. Communicates inner meanings,

impulses, conflicts

10. Multi-process; same but throughgesture clusters, vocalizations, posture,

tone of voice

11. Interpretation through feelings (gut

level)

12. Deals with inner realities

13. Universality of language





AttitudeAttitudeAttitude is the driving force of behavior of a person whichAttitude is the driving force of behavior of a person which

he/she exhibits in a given situation.he/she exhibits in a given situation.

Attitude is the minds paint brush it can colourAttitude is the minds paint brush it can colourAttitude can be –Attitude can be –

PositivePositive

NegativeNegative

Factors which influence attitudes :-Factors which influence attitudes :-

1.1. Heridity and family backgroundHeridity and family background

2.2. Environment –childhood and later onEnvironment –childhood and later on

3.3. Family values and cultureFamily values and culture

4.4. EducationEducation5.5. Company – friends, relatives, colleaguesCompany – friends, relatives, colleagues

6.6. Locality – where a person lives ieLocality – where a person lives ie

geographical locationgeographical location

7.7. Work environmentWork environment

8.8. Treatment to IndividualsTreatment to Individuals9.9. Repetition of other party/sideRepetition of other party/side



Who Are OptimistsWho Are Optimists• Be strong that nothing can change their mindsBe strong that nothing can change their minds

• Talk health, happiness and prosperity to everyTalk health, happiness and prosperity to everyperson they meetperson they meet

• Look at the sunny side of everythingLook at the sunny side of everything

• Think only for the best, work only for the bestThink only for the best, work only for the best

and expect only the bestand expect only the best• Be enthusiastic about the success of others asBe enthusiastic about the success of others as

they are about their ownthey are about their own

• Forget the mistakes of the past and press onForget the mistakes of the past and press on

the greater achievements of the futurethe greater achievements of the future• Give everyone a smileGive everyone a smile

• Spend so much time improving themselves thatSpend so much time improving themselves that

they have no time criticising othersthey have no time criticising others

• Be too big to worry and too noble for angerBe too big to worry and too noble for anger



Who Are PessimistsWho Are Pessimists

• Are unhappy when they have no troubles to speak.Are unhappy when they have no troubles to speak.

• Feel bad when they feel good, for fear they will feelFeel bad when they feel good, for fear they will feelworse when they feel betterworse when they feel better

• Spend most of their life at complaint cornersSpend most of their life at complaint corners

• Always turn out their lights to see how dark it isAlways turn out their lights to see how dark it is

• Are always looking for cracks in the mirror of lifeAre always looking for cracks in the mirror of life

• Cannot enjoy their health because they think theyCannot enjoy their health because they think they

can be sick tomorrow.can be sick tomorrow.

• Always make the worst of whatever happens.Always make the worst of whatever happens.

• Believe that the Sun shines to cast shadowsBelieve that the Sun shines to cast shadows

• Forget their blessings and count their troublesForget their blessings and count their troubles

• Know that hard work does not hurt anybody but doKnow that hard work does not hurt anybody but do

not wish to take a chance.not wish to take a chance.



• The world belongs to optimists, they are the drivers the The world belongs to optimists, they are the drivers the

pessimists are spectators.pessimists are spectators.

• The winner will always be a part of the answer but a loser will The winner will always be a part of the answer but a loser will

always be a part of the problem.always be a part of the problem.

• You are never a looser till you quit trying. You are never a looser till you quit trying.

• Can you choose your thought?Can you choose your thought? YES YES

• Can those thoughts be changed to Actions?Can those thoughts be changed to Actions? YES YES

• Can that Action be changed into habit?Can that Action be changed into habit? YES YES

• Can that habit become your Character?Can that habit become your Character? YES YES

• Can your Character make your destiny?Can your Character make your destiny? YES YES



Interpersonal SkillsInterpersonal Skills

It is a step further to effective communication.It is a step further to effective communication.

• When trying to explain something ,I ask my listeners are they following me.When trying to explain something ,I ask my listeners are they following me.

• I pretend to listen even if my mind drifts away.I pretend to listen even if my mind drifts away.

• I find it hard to express my feelings.I find it hard to express my feelings.

• When I know what the other person is about to say, I don’t wait for him toWhen I know what the other person is about to say, I don’t wait for him to

finish, but answer right away.finish, but answer right away.

• I become defensive.I become defensive.• I am wrong, when I am wrong.I am wrong, when I am wrong.

• I naturally take more space in my communication.I naturally take more space in my communication.

• I am able to resolve problems without loosing control over my emotions.I am able to resolve problems without loosing control over my emotions.

• I am able to confront someone who hurt my feelings.I am able to confront someone who hurt my feelings.

• I avoid expressing my disagreement with people because they might getI avoid expressing my disagreement with people because they might getangry with me.angry with me.

• I find it difficult to express my opinion when others don’t share them.I find it difficult to express my opinion when others don’t share them.

WHY DOES THIS HAPPEN?WHY DOES THIS HAPPEN?



Interpersonal means co-ordination of anInterpersonal means co-ordination of an

individual’s life activities with the Lifeindividual’s life activities with the Life

Activities of people who are important toActivities of people who are important tohim/her.him/her.

Three basic Interpersonal skills Three basic Interpersonal skills

• Need to be associated with others to beNeed to be associated with others to be

accepted and to accept others (inclusion).accepted and to accept others (inclusion).

• Need to exercise power and AuthorityNeed to exercise power and Authority(Control)(Control)

• Need for close, personal and positive feelingsNeed for close, personal and positive feelings

between people (affection)between people (affection)



Where Can We UtilizeWhere Can We Utilize

Interpersonal skillsInterpersonal skills

• Achieve resultsAchieve results

• ManageManage

ConflictsConflicts

• PromotePromote

Teamwork Teamwork

• ImplimentImplimentChangeChange



AcceptingAccepting

ResponsibilitiesResponsibilitiesAccepting responsibilities that go along with yourAccepting responsibilities that go along with your

career and can help you to advance in yourcareer and can help you to advance in your

profession.profession.

The responsibilities you will be facing at work The responsibilities you will be facing at work

consist of –consist of –

• Responsibilities that come with the jobResponsibilities that come with the job

• Responsibilities that you voluntarily assume andResponsibilities that you voluntarily assume and

• Responsibilities that arise from a situationResponsibilities that arise from a situation



Resolving ConflictResolving Conflict

There are 5 methods to handle There are 5 methods to handle

conflict –conflict –

•Running awayRunning away

•Being Obliged to the other partyBeing Obliged to the other party

•Defeating the other partyDefeating the other party•Finding an alternate routeFinding an alternate route

•Co-operationCo-operation



Continuous Wheel of CustomerContinuous Wheel of Customer

ServiceServiceStart : Customer Initial Contac

Vallet and Security

Acknowledge andGreetA CustomerInitial Query

Approaching &Conversation With aCustomer

Showing Options andAlternatives

Handling Trial Roomspselling, Add-on

elling & Cross Selling

Billing, Membership &Promotion

ndling Any Beeping Bag

tomer Service Desk :ration, Gift Wrap or Query

End : Customer

ConsidersThe Service

Completeking Servive Feedback &ying Thanks to Customer

For Visit

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Communication in Retail