Retail Selling Skills A true Art of Innovation & Professionalism
“ The most successful people in any industry are seldom the smartest or best looking….they’re the people who can sell” - Len Foley
Retailing? Only 2 basic tasks to do… <ul><li>Get people into your stores </li></ul>Convert them into customers
Getting People into the Stores <ul><li>News Paper Ads </li></ul><ul><li>Billboards </li></ul><ul><li>Paper insertion </li></ul><ul><li>Through Electronic Media </li></ul><ul><li>Canopy </li></ul><ul><li>Handbills </li></ul><ul><li>Word of Mouth – The most effective channel of Ad </li></ul>
Converting the Transit Customer into our GUEST…. <ul><li>Environmental Management </li></ul><ul><li>Personal Management </li></ul><ul><li>Service Management </li></ul><ul><li>Retail Sales Management </li></ul>The Biggest Challenge!
Environmental Management <ul><li>Merchandize Management – Keeping proper stock, maintaining par-stock level, ease of finding the merchandize </li></ul><ul><li>Building & Fixture Management – Parking, Store Location, Layout & arrangements of furniture & fixture, Placement of Restrooms, Lounge area, lighting & Space </li></ul>Price Management – Clearly marked & visible, fair & honest, no hidden cost Promotion Management - Provides customers with information that can help make purchase decisions Credit Management – Both in-house & Bank cards
Personal Management <ul><li>Grooming </li></ul><ul><li>Communication </li></ul><ul><li>Understanding the need of the consumer </li></ul><ul><li>Confidence & Energy </li></ul><ul><li>Positive Attitude </li></ul><ul><li>Body Language </li></ul><ul><li>Initiative & Involvement </li></ul><ul><li>Planning & Situation Ana lysis </li></ul><ul><li>Motivation to Serve </li></ul>
Service Management <ul><li>Pre Sales Service </li></ul><ul><li>During Sales Service </li></ul><ul><li>Post Sales Service </li></ul>
The Moments of Truth When a moment of Truth for a customer has been a negative experience, it becomes a Moment of Misery On the other hand, when the interaction has been extremely positive, it becomes a Moment of Magic for the customer!
Why do the customers leave? 1% die . 3% move away. 5% develop other relationships. 9% leave for competitive reasons. 14% are dissatisfied with product or service. 68% leave because of rude or discourteous service.
Complaints Handling A unique skill for a Salesman Your most unhappy customers are your greatest source of learning - Bill Gates 37% I want Guest to Complain! 46% 70% 95% 5% won’t come back Complaints resolved quickly 30% won’t come back Complaints resolved 54% won’t come back Complaints not Resolved 63% won’t come back No Complaints Unhappy Customers who will buy from us again
Complaints Handling <ul><li>Listen </li></ul><ul><li>Apologize </li></ul><ul><li>Solve </li></ul><ul><li>Thank </li></ul>“ LAST” impression is the Best impression
OBSESSION WITH CUSTOMER <ul><li>The Customer is the business’s biggest asset </li></ul><ul><li>The Customer pays all salaries, wages and dividends </li></ul><ul><li>The Customer will go where s/he receives the best attention </li></ul><ul><li>We must be our customer’s best choice ! </li></ul>
Retail sales Management <ul><li>Types of Retail Selling – Order Taking v/s Order Getting </li></ul><ul><li>Sales Person Selection – Criteria, Predictors, Personality, Knowledge & Intelligence, Experience </li></ul>Sales Person Training Evaluation of Sales People Performance Standard, Conversion rate, Sales per hour, Use of Time
The Key Skills in Retail Selling <ul><li>Building a Rapport with the Customer – Repeat what the customer says back in your own words to show her ‘you understand her needs.’ Advisers should make eye contact and hold a product ‘as if it were a rare jewel.’ </li></ul>Link a Bridge – Suggestive selling & Cross Selling. When a customer asks for red lipstick, show her several shades. If she is repurchasing a product, use ‘link selling’ by showing her a companion item. Use ‘bridge selling’ by asking what fragrances she prefers, then show here Estee Lauder perfumes.
The Key Skills in Retail Selling <ul><li>Lay a foundation – Hold each product the customers has viewed, explain it and hand it to her. She will already feel like it is hers. Advisers should encourage the customer to return by mentioning other beauty concerns and scheduling an appointment. </li></ul>Lead by the feel – Always show the product to the customer to experience it with a positive note. Use the sentences like, “Isn’t it beautiful?” “Don’t you think your daughter is looking extremely gorgeous in this attire?” or, let the customer try the tie with an appreciative note as “It really goes nice with your personality”
The Key Skills in Retail Selling <ul><li>Don’t Give up – If a customer objects to a product’s price, or anything else, or if you feel that you can not close the sale as because the customer is loosing interest…don’t give up. Remember, ‘A customer objection is a sign of interest,’ </li></ul>Believe in yourself and in your Products – A retail salesperson must have that self-confidence to keep going when everything is going wrong. After all, your customers will believe in you if you believe in yourself and in your products also. The Customers look the confidence in your eyes, in your body language and in your SMILE.
The Key Skills in Retail Selling <ul><li>Be willing to work hard – Retail selling is really a job demanding hard work if you are going to be good. Don’t waste time when customers aren’t in the store. Learn about your merchandise, go over your sales records, and call your “key” customers on the phone to see if they need anything. </li></ul>Have Perseverance – The person that has the ability to persevere and take ups and downs of selling in stride will find an increasing number of opportunities. All too often salespeople may become frustrated due to the many things occurring that they can’t control. (A salesman used to call on my uncle’s store with merchandise targeted too high for his target market. After a few years of this, my uncle asked him how long he was going to continue to call on him like this. “Well,” he said, “it depends on which one of us dies first . . .”)
The Key Skills in Retail Selling <ul><li>Have Respect for the Customers’ Good Sense – Don’t try to trick the customer. You might win the battle by getting the sale, however, you will lose not only the war but the customer as well. Find out what the customer needs and get it for him. </li></ul>Be Flexible – The ability to adjust to the ever-changing needs of the situation calls for flexibility. The salesperson must have the willingness and enthusiasm to do whatever is necessary (although not planned to make the sale. If one approach or presentation doesn’t work, try a different one.
The Key Skills in Retail Selling <ul><li>Be Decisive – No two selling situations are the same. The ability to make rapid decisions, and to render judgments, and take action until the sale is completed is decisiveness. Every salesperson could probably make better decisions if more time were available. </li></ul>Be able to handle stress – The retail salesperson must be able to perform consistently under pressure and to thrive on constant change and challenge. The failure to handle stress is a major reason people give up on retail selling as a career. They tend to focus on the failures and not on the satisfaction to be gained from helping a customer solve a problem.
Try something Different Believing Nothing is Impossible! Thank You