Presented By Presented By Consulting PartnersConsulting Partners

Enhanced Selling SkillsEnhanced Selling Skills

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What We’ve Learned:What We’ve Learned: What We’ve Learned:What We’ve Learned:

• We only close 16% of sales

• Our conversion rates are 80% higher when we have the “right attitude”

• When we engage the customer the conversion rate increases almost 3 fold

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Areas for Improvement:Areas for Improvement: Areas for Improvement:Areas for Improvement:

In order to improve these statistics, we will focus on three things: In order to improve these statistics, we will focus on three things:

1.1. Consistently deliver an engaging sales process on top 4 GQ Consistently deliver an engaging sales process on top 4 GQ products: products:

a.a. WirelessWireless

b.b. iPOD & AccessoriesiPOD & Accessories

c.c. Digital Imaging & AccessoriesDigital Imaging & Accessories

d.d. Sirius Satellite RadioSirius Satellite Radio

2.2. Improve closing skills and execution across all products. Improve closing skills and execution across all products.

3. Improve quality of coaching and feedback. 3. Improve quality of coaching and feedback.

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Our Direction …..Our Direction …..Our Direction …..Our Direction …..

We want to change We want to change from… from…

A selling process that is not consistently A selling process that is not consistently customer centriccustomer centric and that fails to and that fails to complement our “complement our “think customers firstthink customers first” ” objectiveobjective

A sales process which provides a A sales process which provides a customer interaction that is consistent, customer interaction that is consistent, predictable and memorablepredictable and memorable

Satisfying customer needs, which Satisfying customer needs, which encourages them to buy more and return encourages them to buy more and return oftenoften

Generating revenue Generating revenue

Making our sales teams’ jobs easier and Making our sales teams’ jobs easier and more rewardingmore rewarding

To… To…

The impact we can have The impact we can have is…is…

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Objectives for TodayObjectives for TodayObjectives for TodayObjectives for Today

Address the top 3 areas for improvementAddress the top 3 areas for improvement

1.1. Show you how to facilitate objectives in Show you how to facilitate objectives in order to achieve improvementsorder to achieve improvements

2.2. Teach you what is necessary to enhance Teach you what is necessary to enhance selling skillsselling skills

3.3. Consistently improve your skills through Consistently improve your skills through reinforcementreinforcement

Address the top 3 areas for improvementAddress the top 3 areas for improvement

1.1. Show you how to facilitate objectives in Show you how to facilitate objectives in order to achieve improvementsorder to achieve improvements

2.2. Teach you what is necessary to enhance Teach you what is necessary to enhance selling skillsselling skills

3.3. Consistently improve your skills through Consistently improve your skills through reinforcementreinforcement

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This session:This session: This session:This session:

Consistently deliver an engaging sales process on top 4 GQ Consistently deliver an engaging sales process on top 4 GQ products: products:

a.a. Show you the new sales process and how to communicate it with Show you the new sales process and how to communicate it with your staff. your staff.

b.b. Discuss what is different from the old process to the new processDiscuss what is different from the old process to the new process

c.c. Show you the job aid and how to teach its useShow you the job aid and how to teach its use

d.d. Provide you with some mechanisms to practice the sales processProvide you with some mechanisms to practice the sales process

Improve closing skills and execution across all products. Improve closing skills and execution across all products.

a.a. Provide you with sample closing statements to teach your staffProvide you with sample closing statements to teach your staff

b.b. Provide you with mechanisms to practice with themProvide you with mechanisms to practice with them

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Rollout CalendarRollout CalendarRollout CalendarRollout Calendar

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Your Responsibility: Your Responsibility:

1.1. Facilitate the SM and SA meetingsFacilitate the SM and SA meetings

2.2. Learn the skills well enough to teach them.Learn the skills well enough to teach them.

3.3. Be able to discuss what is different with your staffBe able to discuss what is different with your staff

4.4. Learn some techniques to reinforce the skills you Learn some techniques to reinforce the skills you have taught. have taught.

5.5. Be able to set-up and execute the product Be able to set-up and execute the product experience experience

6.6. Coach your team to improve performance. Coach your team to improve performance.

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4 Focus Products for GQ4 Focus Products for GQ

SiriusSirius DigitalDigital ImagingImaging

WirelessWireless iPodiPod

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What About the 4 Focus What About the 4 Focus Products?Products?

1.1. The 4 focus products are tied to the DM incentive The 4 focus products are tied to the DM incentive program for GQ – you really want to get your program for GQ – you really want to get your staff selling them. staff selling them.

2.2. We will use the 4 Focus products in our We will use the 4 Focus products in our examples.examples.

3.3. The 4 Focus products are highlighted on the job The 4 Focus products are highlighted on the job aidaid

4.4. While we want to you teach the skills using While we want to you teach the skills using focus, products as examples, but remember, the focus, products as examples, but remember, the selling skills work on all products.selling skills work on all products.

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Selling Skills Selling Skills OverviewOverview

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Five skills have been identified as critical components in Five skills have been identified as critical components in the successful implementation of 2005 Golden Quarter the successful implementation of 2005 Golden Quarter initiatives. Each skill represents a different part of the initiatives. Each skill represents a different part of the customer interaction lifecycle:customer interaction lifecycle:

3.3. Show your customer Show your customer the productthe product

4.4. Ask your customer to Ask your customer to buybuy

5.5. Provide top 5 Provide top 5 accessoriesaccessories

1.1. Engage your customer & Engage your customer & qualify qualify

2.2. Explain 5 benefits to your Explain 5 benefits to your customercustomer

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Remember Why We Are Here….Remember Why We Are Here….

1.1. While you have selling skills your associates may not. While you have selling skills your associates may not.

2.2. This type of interaction seems natural to you – it may This type of interaction seems natural to you – it may not to your staff. not to your staff.

3.3. Some habits (May I Help You) take practice to changeSome habits (May I Help You) take practice to change. .

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Welcoming Welcoming SkillsSkills

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FACT:FACT: Although most Radio Shack Although most Radio Shack customers are welcomed with a customers are welcomed with a greeting upon entering the store, 60% greeting upon entering the store, 60% of those greetings are “closed” of those greetings are “closed” questions. The frequency and sincerity questions. The frequency and sincerity of these greetings also decreases of these greetings also decreases significantly during peak hours.significantly during peak hours.

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Welcoming Skills Key PointsWelcoming Skills Key Points

• Smile.Smile. A smile on an Associate’s face lets customers know A smile on an Associate’s face lets customers know we’re ready and willing to help them.we’re ready and willing to help them.

• 20-10 Rule.20-10 Rule. Customers should be greeted within 20 Customers should be greeted within 20 seconds of walking in the door and each customer should seconds of walking in the door and each customer should be engaged within a 10 ft. radiusbe engaged within a 10 ft. radius

• Introduce yourself.Introduce yourself. An introduction by name helps An introduction by name helps establish a sense of familiarity and rapport with establish a sense of familiarity and rapport with customers.customers.

• The Right Attitude.The Right Attitude. Associates should recognize that Associates should recognize that serving our customers is a privilege, not an inconvenience.serving our customers is a privilege, not an inconvenience.

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What’s Different?What’s Different?

• We no longer greet our customers with closed questions We no longer greet our customers with closed questions like “May I help you?”like “May I help you?”

• We great our customers promptly.We great our customers promptly.

• We give the customers our name as a way to build trust. We give the customers our name as a way to build trust.

• We are conscious not to engage in “pack” behavour (all We are conscious not to engage in “pack” behavour (all standing around the same area. standing around the same area.

• We make sure the customer knows we are privileged to We make sure the customer knows we are privileged to have them in the store. have them in the store.

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Engage Your Engage Your Customer and QualifyCustomer and Qualify

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You’ve Got Questions…You’ve Got Questions…

“What is the difference between an “What is the difference between an engaging question & a qualifying engaging question & a qualifying

question?”question?”

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We’ve Got Answers.We’ve Got Answers.

“Engaging ” questions help identify an “Engaging ” questions help identify an opportunity, need, want or interest.opportunity, need, want or interest. “How long have you had your phone?”“How long have you had your phone?”

“Qualifying” questions help identify the “Qualifying” questions help identify the most appropriate product to satisfy those most appropriate product to satisfy those needs, wants or interests.needs, wants or interests.“How many minutes do you currently use?”“How many minutes do you currently use?”

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For Example, the Following Questions For Example, the Following Questions Would Be Considered “Engaging” for Would Be Considered “Engaging” for Wireless:Wireless:

When a customer already has a phone:When a customer already has a phone:

• ““How satisfied are you with your provider?”How satisfied are you with your provider?”

• ““What do you most like or dislike?”What do you most like or dislike?”

• ““How long have you had your phone?”How long have you had your phone?”

When it can’t be determined if customer has a phone:When it can’t be determined if customer has a phone:

• ““Do you mind if I ask if you have a phone?”Do you mind if I ask if you have a phone?”

• ““Did you know that we have the ability to broadcast Sirius Did you know that we have the ability to broadcast Sirius radio on your Sprint PCS phone?”radio on your Sprint PCS phone?”

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These Questions Would Be These Questions Would Be Considered “Qualifying” for Considered “Qualifying” for Wireless:Wireless:

““How would you like a much smaller phone?”How would you like a much smaller phone?”

““Did you know you can provide cell phones to Did you know you can provide cell phones to family members with free mobile to mobile family members with free mobile to mobile calling?”calling?”

““How will you be using your phone?” (picture How will you be using your phone?” (picture mail, internet, text messaging, etc.)mail, internet, text messaging, etc.)

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What’s Different?What’s Different?

• We engage the customer in questions to We engage the customer in questions to determine what product and features we determine what product and features we should discussshould discuss

• We no longer routinely provide everything we We no longer routinely provide everything we know about a product – we make the know about a product – we make the information we give relevant to the specific information we give relevant to the specific customer.customer.

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Explain 5 Explain 5 Benefits for Your Benefits for Your

CustomerCustomer

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5 Benefits for Wireless:5 Benefits for Wireless:

1.1. Takes picture/videoTakes picture/video

2.2. Cooler, better phone, longer battery lifeCooler, better phone, longer battery life

3.3. Free calls between family members on a Free calls between family members on a family planfamily plan

4.4. Download ring tones and gamesDownload ring tones and games

5.5. Satellite radio on Sprint PCSSatellite radio on Sprint PCS

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What’s Different?What’s Different?

• We are talking about benefits instead of We are talking about benefits instead of technical information.technical information.

• We are talking about the features that are We are talking about the features that are most relevant to this customer.most relevant to this customer.

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Show Your Show Your Customer the Customer the

ProductProduct

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FACT:FACT: Radio Shack Sales Radio Shack Sales Associates demonstrate products Associates demonstrate products to customers less than 20% of to customers less than 20% of the time.the time.

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Show Your Customer the Show Your Customer the Products:Products:

• Ask for the phone number to check Ask for the phone number to check eligibility for an upgradeeligibility for an upgrade

• Show a picture of the customer with a Show a picture of the customer with a camera phone --- hand the phone to themcamera phone --- hand the phone to them

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What’s Different?What’s Different?

• We need to show the customer the product We need to show the customer the product much more often – 20% of the time is not much more often – 20% of the time is not often enough.often enough.

• We need to let the customer hold the product We need to let the customer hold the product which gets you a step closer to making the which gets you a step closer to making the sale. sale.

• The customer’s psychological need to hold the The customer’s psychological need to hold the product makes them feel they are one step product makes them feel they are one step closer to ownership.closer to ownership.

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Provide Top 5 Provide Top 5 Accessories to Accessories to

Enhance the Product Enhance the Product ExperienceExperience

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Top 5 Accessories for Wireless:Top 5 Accessories for Wireless:

• Car charger, leather caseCar charger, leather case

• Gold, Silver, Bronze bundlesGold, Silver, Bronze bundles

• JAMDAT card for games JAMDAT card for games

• RadioShack Service PlanRadioShack Service Plan

• Headset, extra batteriesHeadset, extra batteries

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Accessory Skills Key Points of Accessory Skills Key Points of EmphasisEmphasis

• With certain products (i.e. iPod) the add-on With certain products (i.e. iPod) the add-on accessories are the primary means of making the accessories are the primary means of making the sale profitable.sale profitable.

• Battery sales represent a significant portion of Battery sales represent a significant portion of our profit margin. When ringing up a sale, try our profit margin. When ringing up a sale, try this approach:this approach: “I’ve picked up the batteries you’ll “I’ve picked up the batteries you’ll need for your (item purchased). Are there any need for your (item purchased). Are there any additional batteries you need today?”additional batteries you need today?”

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What’s Different?What’s Different?

• We are asking about accessories much earlier We are asking about accessories much earlier in the process. in the process.

• We will continue asking “use” questions as we We will continue asking “use” questions as we walk them to the accessory area. walk them to the accessory area.

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Ask Your Customer to Ask Your Customer to BuyBuy

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FACT:FACT: Radio Shack Sales Radio Shack Sales Associates ask customers for the Associates ask customers for the order only 16% of the time.order only 16% of the time.

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Closing Questions for Closing Questions for Wireless:Wireless:

• Which price plan would you like to go with? Which price plan would you like to go with?

• The rebate on this phone ends (Friday), you The rebate on this phone ends (Friday), you should take advantage of this special offer should take advantage of this special offer before it’s too late! before it’s too late!

• I think you will really enjoy this phone. Will I think you will really enjoy this phone. Will you take it today? you take it today?

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Closing Skills Key Points of Closing Skills Key Points of EmphasisEmphasis

Ask For the Order!Ask For the Order!

Offer Accessories.Offer Accessories. “Mr. Brown, this headset would be ideal “Mr. Brown, this headset would be ideal for your new phone. Would you like one for your wife’s for your new phone. Would you like one for your wife’s existing cell phone as well?”existing cell phone as well?”

Offer Alternatives.Offer Alternatives. “Would you prefer the black or brown “Would you prefer the black or brown leather case to go with your new cell phone today?”leather case to go with your new cell phone today?”

Be Assumptive.Be Assumptive. “Which price plan would you prefer?”“Which price plan would you prefer?”

Act Now.Act Now. “The instant rebate on this phone ends Friday. “The instant rebate on this phone ends Friday. Would you like to take advantage of this special offer Would you like to take advantage of this special offer before it’s too late?”before it’s too late?”

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What’s Different? What’s Different?

• We only ask them to buy 16% of the We only ask them to buy 16% of the time – we need to ask them to buy time – we need to ask them to buy every time.every time.

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Golden Quarter Tools:Golden Quarter Tools:

• Job AidJob Aid

• GQ Trivia GQ Trivia

• Skills Practice Skills Practice

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Job AidJob Aid

• Provides product highlights Provides product highlights and suggested selling and suggested selling phrases for the four focus phrases for the four focus productsproducts

• Helps reinforce product Helps reinforce product knowledge and improve knowledge and improve closing skillsclosing skills

• Provides quick reference for Provides quick reference for new team membersnew team members

Value: Value: Type value hereType value here

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GQ Trivia:GQ Trivia:

• Provides active reinforcements of selling Provides active reinforcements of selling skills and product training. skills and product training.

• Provides a way for you to see how creative Provides a way for you to see how creative they are in using the selling skills. they are in using the selling skills.

• Provides a little competition.Provides a little competition.

• Provides a little fun.Provides a little fun.

Value:Value: GQ trivia is an interactive way to measure your GQ trivia is an interactive way to measure your associate’s product and selling skills knowledgeassociate’s product and selling skills knowledge

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The Skills Practice Cards:The Skills Practice Cards:

• Provides a mechanism for you to ensure your Provides a mechanism for you to ensure your staff is performing the selling skills correctly. staff is performing the selling skills correctly.

• Provides you with a mechanism to discuss Provides you with a mechanism to discuss specific skills with them. specific skills with them.

• Provides you with a feedback mechanism Provides you with a feedback mechanism that is non-threatening. that is non-threatening.

• Moves you from “grader” to “coach”Moves you from “grader” to “coach”

• Allows peer to peer coachingAllows peer to peer coaching

Value: Value: Type value hereType value here

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Time to Practice!Time to Practice!

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Facilitating Your Facilitating Your MeetingsMeetings

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Facilitating Your Facilitating Your Meetings: Meetings:

Store Mangers – 3 hours Store Mangers – 3 hours

Selling Skills – 1 ½ hoursSelling Skills – 1 ½ hours

• Introduction – Introduction – 10 Minutes10 Minutes

• Skills Overview – Skills Overview – 30 Minutes30 Minutes

• Job Aid – Job Aid – 20 Minutes20 Minutes

• Practice – Practice – 30 Minutes30 Minutes

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IntermissionIntermission