Serve To Sell

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Serve To Sell

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Daily Training ScheduleDaily Training Schedule

Start day 9:00 am Short break

11:00 am Lunch break 01:00 pm End Day 04:00 pm

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1 thing you want to learn

Name1 thing you

like

1 thing you don’t like

Team Name Team Name

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Training Basic RulesTraining Basic Rules

Do not feel embarrassed to ask questions. Take part in discussions, presenting your ideas with confidence, integrity and an open mind, without hesitation. In case of vagueness, ask for a clarification, or elaboration. Only one person should be allowed to speak at a time. Side-talks are not allowed. Do not let differences of opinions and viewpoints hold you back. Please be punctual and adhere to schedule. Please turn off your mobiles to avoid distraction. Do not block your mind, saying that you are already familiar with a certain idea: there must be something new to learn. Enjoy your time and try to gain benefit as much as you can.

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Objectives & Learning OutcomesObjectives & Learning Outcomes

By the end of the programs, participants will be able to be familiar

with the following:

Understanding the foundations of providing excellent customer service.

Identify why people feel the way they do about a particular company.

Communicate more effectively with the customer Develop an understanding of how attitude is perceived. Identify the customer needs & listen more effectively Present the product in a professional manner Manage the customer by overcoming objections Identify buying signals How to close the sale How to deal with angry customer

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The The ProgrammeProgramme

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ExerciseExercise

Share your experience:Share your experience:

Take 10 minutes to write down 2 retail experiences you had (where you were the customer), 1 was outstanding & the other was a disaster!!!

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Pump up the Pump up the TeamTeam

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Competencies Competencies

Customer Focus

Communication

Team Work

Accountability & commitment

Personal growth

Change readiness

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Who is the Customer?Who is the Customer?

The customer is the ultimate “VIP” in this place – whether he comes personally, calls over the phone, or sends an e-mail/letter

The customer does not depend on us: rather, we depend on customers

A Customer is not an interruption of our work - …..he/she is the purpose of it. We are not doing a favour by serving them - ….. they are doing us a favour by giving us the opportunity to do so.

The customer is not the person you argue with or try to outsmart. The customer is not a name in a file or archive. The customer is a

human being with his/her own dispositions, beliefs, emotions and feelings

The customer is not an outsider, a stranger to the organisation; on the contrary, he/she is an integral part of the organisation

The customer is the person who informs us of his/her needs, and it is our job to fulfil these needs in a way that would benefit both customer and organisation

Customer is boss: he/she is always right, and he/she is the reason why we are still in the market.

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Customer PhilosophyCustomer Philosophy

As long as the customer needs us, as long as we remain employed.

As long as the customer has a will to determine his/her choices, we should strive to be his/her best choice.

As long as the customer is sensitive, we should be appreciative of him/her.

As long as the customer is in a hurry, we should be fast enough to respond in time.

As long as the customer is unique, we should be flexible. As long as the customer has great expectations, we should

always seek excellence. As long as the customer is influential, we should hope to

gain more customers. As long as the customer is here, so are we.

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10 Steps to serve to 10 Steps to serve to sellsell

1- Welcome - Greet the customer

2- Approach – Sell the personality package

3- Build rapport – Smile & demonstrate a welcoming attitude

4- Identify needs – ask the right questions

5- Present the product (features & benefits)

6- Manage the customer - objections

7- Present the price

8- Cross sell & up sell

9- The close

10- Thank & invite

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Mention 3 benefits that makes the customer feel welcomed in your store?

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1- Welcome & greet the customer

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Steps to greet the Steps to greet the customercustomer

1. Greet the customer with in 30 seconds from entering the store

2. Choose your attitude3. Show you are interested4. Positive & attentive body language5. Put guests before products

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2- The approach- sell personality package

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Why do the customer buy?Why do the customer buy? Product or service which does what they expect it to do (

) Honest & fair treatment ( ) Courtesy ( ) Personal warmth in the way they are handled ( ) To feel good about themselves as a result of contact with you ( ) To feel that they matter to you ( ) To be treated as important ( ) To be given full attention at all times ( ) To feel they are in control ( ) To be calmed and reassured ( ) Feeling of confidence in themselves ( ) To know that you know them e.g. name ( ) A clean and welcoming environment ( ) Not to be kept waiting & a prompt response ( ) Eye contact and genuine positive body language (

) Someone who understands their needs ( ) A clear explanation of what will happen next ( )

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So!!!!!!So!!!!!!

Mention 3 actions that you can carry out from the previous exercise that make the customer want to visit Axiom…..

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Know your Customer NeedsKnow your Customer Needs

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Understanding Customer Understanding Customer NeedsNeeds

A. Maslow TheoryA. Maslow Theory

Basic Needs; shelter, clothes, foods

Security Needs; Wages, comfort, security, safety

Social Needs; relationship, love, empathy

Appreciation Needs; position, freedom, importance

Self -Esteem

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Check list- 10 things you need to know about your customer1. Who they are?2. What they do?3. Why they buy?4. When they buy?5. How much money they want to spend?6. What makes them feel good about buying?7. What they expect of you?8. What they think about you?9. What they think about your competitors?

Questions to ask Questions to ask yourself!yourself!

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Steps to the approachSteps to the approach

1. Use the name2. Focus on what the customer buys (the personality

package)3. Have a “may I help you attitude”4. Aim to sell a customer experience not a product

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3- Build rapport-Smile, communicate and demonstrate a welcoming attitude

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What does build rapport mean What does build rapport mean to you?to you?

Be genuine Remain pleasant and smile Don’t rush.. But don’t dally also Listen to the body language

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The Meaning of The Meaning of CommunicationsCommunications

1

23

4

5

6

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The Definition of The Definition of Communication Communication

A social and dynamic phenomenon that affects and is affected by the

component of the behavior of individuals. There are influential factors

impacting both recipient and sender; these include transferring and

exchanging information, ideas, and various meanings, which in turn

should be understood through using a conceivable language for both

parties communicated via different channels.

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Communicating ProcessCommunicating Process

Message

Source Encoding

Decoding Receiver

NOISE

Response/Feedback

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The Communication The Communication ComponentsComponents

Sender Receiver Channel Message Feedback

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Language

Values , traditional & customs

Level of understanding

Specialization

Difference of level

Gaps of geographic distribution

Excessive of communications

Communication Communication BarriersBarriers

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Communication Communication BarriersBarriers

Emotional barrier Conclusion Quick fix decision Chaos Distortion of message (omission or addition) Background (receiver/sender) Bad listening habits

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The Art Of ListeningThe Art Of Listening

Listening is number 1!!

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Hearing versus Hearing versus ListeningListeningHearing …….Hearing …….

Is a purely physical function Is a simple activity (you just hear sounds) Is automatic; does not take effort Is a natural function (unless hearing is impaired) Can take in all sound combined Everyone who can, hears Is a prerequisite for listening Hearing is one of the five basic senses. Sound waves are

transformed into audible impulses.

In other words. The physiological event of noise coming into your

ear.

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Hearing versus Hearing versus ListeningListeningListening ……Listening ……

Is a mental and emotional experience (using logic and feeling)

Is a complex activity (requires analysis, interpretation, translation)

Requires dedicated effort – attention and long-term concentration

Is a learned skill Isolates sounds, looks for specific meaning and ideas Can be difficult and tiring Few people are excellent listeners Yields personal and career benefit

In other words... Listening involves effort. It requires usingyour head and heart. Listeners are fully present and focused.

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It’s Movie Time … !!!It’s Movie Time … !!!

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We know listening to customersWe know listening to customersis important...but why?is important...but why?

Shows respect for our customers. Customers feel cared about; their human needs are

acknowledged. Helps us understand our customers’ needs. Diffuses angry or upset customers. Leads to successful resolution of issues. Builds trust and rapport, enhancing customer loyalty.

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4- Identify needs-ask the right questions

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Questions TypesQuestions Types

Closed questions: will give you only one answer. yes or no.

Open questions: result in many possible answers.

Where

How

What

Who

When

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5- Present the product-the features & benefits

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ExerciseExercise

Select an item from the room & “sell” the item

What am I selling? Features? Advantage? Benefits?

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Steps to present a productSteps to present a product

1. Understand the customer’s needs

2. Match the products to what the customer wants

3. Clearly define the features (what it is)

4. Clearly define the benefits (what it does for you)

5. Look out for the buying signals through your presentation

6. Welcome the “no” buying signal

7. Treat “objections” as buying signals

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6- Manage the customer-overcome objections

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What is an objection?What is an objection?

1. An objection is anything that the prospect says or does that interrupts the progression of sale

2. More often it is a request for more information, indicating the prospect yet hasn’t arrived to a buying decision

3. Most sales people see an objection as a block to the sale and allow it to deviate, to the point that often never gets back on track

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Types of Objections(1) According to the basis :– Logical.– Illogical.

(2) According to the type of customer :

(3) According to the degree of objectivity :– Objective.– Subjective.

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It’s Movie Time … !!!It’s Movie Time … !!!

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The Talkative CustomerThe Talkative Customer

Characteristics:Characteristics:

Digress from one subject to the other without a logical sequence

Likes to joke around Uses his jokes to have you on his side For him time is not important He wants you to care for him and listen to him Does not feel that he is keeping you away from work

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The Talkative CustomerThe Talkative Customer

How to handle him?How to handle him?

Be diplomatic when dealing with him Be patient Try to bring him back tactfully to the main subject Look at other customers in the queue waiting to be

served Put his comments in context Be tactful in changing the subject

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The Hesitant CustomerThe Hesitant Customer


Makes you repeat yourself several times Has fluctuating opinions Not sure of what he wants Accepts an opinion, then accepts its opposite Not firm

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The Hesitant CustomerThe Hesitant Customer


Offer him some useful suggestions Offer him alternative choices Recommend some of his opinions This is a chance to sell your services to him Do not abuse his hesitation and sell him

worthless services, for that would anger him

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The Serious CustomerThe Serious Customer


Quiet temper and features Time is of the essence Listens carefully Does not rush things Logic and facts oriented Approaches a discussion objectively

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The Serious CustomerThe Serious Customer


Get your knowledge sharpened Be organized and accurate Make data and facts talk Do not kid around with him unnecessarily Show him that you really mean what you’re saying Be serious in deleing with him

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The Complaining CustomerThe Complaining Customer


Always complaining Dissatisfaction is his mark Criticizes everything Stresses on negative things Does not trust others Nothing pleases him Makes others feel incompetent

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The Complaining CustomerThe Complaining Customer


Listen to what he is saying Find out why he complains Be careful in dealing with him Avoid irritating him as much as you can Be empathic

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The Silent CustomerThe Silent Customer


Decent and quiet Seems to be listening to what is said Makes you wonder what he wants His silence does not indicate understanding nor

lack of it May be shy

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The Silent CustomerThe Silent Customer


You should urge him to talk Ask him tactfully Show respect for his silence and decency Know his needs

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The Hurried CustomerThe Hurried Customer


Always in a hurry to get things done Impatient Frequently interrupts you Has no respect for others’ feelings Selfish

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The Hurried CustomerThe Hurried Customer


Ask him to be patient Explain that others, too, have rights Do not be harsh

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The Simple CustomerThe Simple Customer


May be unaware of the aspects of service Does not complicate things Believes what is said to him Acts spontaneously Afraid of formalities

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The Simple CustomerThe Simple Customer


Do not underestimate him Show respect for his feelings Simplify things for him Speak in a language understandable to him Stay away from jargon

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The arrogant CustomerThe arrogant Customer


Feels he is above others Shows off what he possesses Uses strange and exotic words Uses foreign words (English, French, etc.) Indifferent towards others’ feelings

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The arrogant CustomerThe arrogant Customer


Show him that you do your job well Stress on your professionalism Do not be weak in his presence, yet do not hurt his

feelings Do your job by the book

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The “trouble-maker” CustomerThe “trouble-maker” Customer


Takes things personally Ready to escalate the simplest things Makes a mountain out of a mole-hill Never stops arguing Tends to be aggressive

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The “trouble-maker” The “trouble-maker” CustomerCustomer


Do not get carried away with him Absorb his anger Depend on facts Do your job as it should be done

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Steps to manage the Steps to manage the customercustomer

1. Welcome objections, as they are buying signals2. “no “ can be buying signal3. Watch body language4. When the customer is upset, put yourself in his shoes5. Understand behavior: passive, aggressive, assertive

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7- Present the price-Gift wrap it

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The most 5 dreaded wordsThe most 5 dreaded words

Your price is too high!!!!

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Sell the followingSell the following

Sell a bundle not a product Sell customer experience Sell quality

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Steps to pricingSteps to pricing

1. Remain confident- not apologetic2. Look him straight in the eye when responding- remain

proud of your product3. Use Axiom benefits advantage as a reason to buy4. Sell relationship not a product5. sell everything but the price

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8- Cross sell & up sell- offer other related products

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What is cross selling and up What is cross selling and up selling?selling?

Cross selling: refers to selling items that are related or can be integrated with the item being sold

Up selling: is the practice of offering customers a product in addition to the product they are currently purchasing

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Group activityGroup activity

What can you cross sell from Axiom?

What can you up sell from Axiom?

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Steps to cross selling and up Steps to cross selling and up sellingselling

Identify customer need and value-added products or services Uncover opportunities to cross sell or up sell Feel more comfortable offering additional products or services Engage the customers through questioning Make the offer with closing skills that do the job

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9- The close-keep the Bags Moving’!!

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Guidelines on Closing the Guidelines on Closing the SaleSale

Being alert to closing signals such as :

a. Tone of voice.b. A wink of the eye.c. A nod of the head.

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Choose the right closing Choose the right closing phrasesphrases

1. Should you decide to go ahead with this, how would you like to make the payment?

2. Does this fully answer your questions?3. We just need few details now to proceed your order,

please come to the till4. Don’t worry, we will give you a welcome pack with your

phone to help you get started5. Congratulations! Good choice6. Would you like to look at the accessories also?

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Data Data Capture…………Capture…………

What benefits data capture will bring to Axiom

Why we are capturing specific data

What data we are asking you to capture

Tips on getting the customers details

Summary

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Any data we have will help personalise any future contact with that customer

We can drive more traffic back in your stores by sending good quality customers to re-purchase

Better customer experience, we can target offers better to customers

By having more targeted campaigns we will also help response rates of our offers

Will give the customer a feeling of personal treatment, hence building loyalty.

Help us understand what is selling well or not by targeted groups

What benefits data capture will bring to What benefits data capture will bring to AxiomAxiom

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Will help reduction in marketing costs

We can target more frequent upgrade campaigns

We can refer customer friends & family to buy things

We can reward more customers for more purchases

The data will help us develop a strong customer database

What benefits data capture will bring to What benefits data capture will bring to AxiomAxiom cont..cont..

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Why? - Data use

Full name Personalise comms

Address/PO Box Medium specific (DM/Door drops etc)

Accurate Mobile number Medium specific (SMS, Markrting campaigns)

Home number campaigns (back-up)

Handset Handset/manufacturers specific promo (Nokia, MMS, Axiom Plus etc)

Email Address Medium specific (Email comms)

Age Targeted & personalised, birthday communication

Purchase date Upgrade offering

Gender Targeted and personalised

Title Targeted and personalised

Interests Targeted and personalised

Source/Referral measurement, ongoing marketing

Why we are capturing specific Why we are capturing specific datadata

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What data we are asking you to captureWhat data we are asking you to capture

Customer First Name

Customer Surname

Customer Mobile number

Date of Birth

Customer PO Box

Gender

Customer type

Mandatory Mandatory fieldsfields

Mohammed

Ahmed

050 651 2636

08/05/19XX

9266, Dubai

Male

SELECT ONEUAE local

Other GCC (KSA, Kuwait, Oman, etc)

Middle East (Syrian, Lebanese, Palastinian etc)

Asian Sub - (Indian, PAK etc)

SE Asian (Chinese, Philip etc)

Expat European

Expat Other (USA, AUST, etc)

African (inc North)

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Upgrade sms campaign to all customers where warranty is about to expire

Phone CarePhone Care

Example SMS Campaigns we can begin Example SMS Campaigns we can begin to trialto trial

Axiom RetailAxiom Retail Upgrade offer, for repeat purchasers, test 3/6/9 month tenures Follow-up accessory offer for new purchasers Follow-up Bluetooth, Accessory campaigns Campaign follow-up special offers i.e.

Axiom PlusAxiom Plus Free ring-tone for new customers (High value customer or Axiom catalogue subscribers) Follow-up campaign on first purchase

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We need your details to contact you should we have any price drops, so that we can inform you and send you a credit

We often contact our existing customers to offer them some greatoffers and savings on other products

Your phone warranty is only active if we have your full information

We often contact our customers and update them about new products and services available at Axiom

We like to reward our most loyal customers with great free offers so needthe information to contact you

If there’s a problem with your handset it will be easier to resolve yourissue because we have the correct information about you

Tips on getting the customers Tips on getting the customers detailsdetails

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We know you like to bye the latest phones, so we can contact you to let you have the next new phone sooner

If we have your details it will help us service you better in the future

We have lots of exciting offers so want to make sure you get to know about them first

We often partner up with lots of other great companies to offer our customers great discounts

Our customers are the most important part of the business, we welcome any feedback so will contact you fro time to time to get your feedback

More tips on getting the customers More tips on getting the customers details.details.

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For new customers enter first name here

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Enter additional customer information in customer entry screen

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For existing customers: enter mobile number in customer entry screen to retrieve historical customer information

Click here first to get customer entry screen to pop-up

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historical customer information retrieved

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Ensure you are capturing accurate information (if it’s not accurate then we can’t use it)

Share with each other the best techniques of how to capture the data

Feedback customer experience as much as you can to help us service the customers better

Keep your suggestions coming through

In summaryIn summary

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10- Thank & invite the customer to visit again!!

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What to do?!What to do?!

Why is eye contact important at that point?

How can you offer good service at till point?

What action should be taken when the queue forms at the till point?

What could be your thank you-come again statement?

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Steps to thank & invite the customer again

1. Positive and cheerful body language2. Show that you appreciate he/she bought the product3. Thank them by using the name4. Encourage to fill up the suggestion leaflet or drop their

business card5. Thank them for their business & ask them to visit again

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Role plays

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10 Steps to serve to sell10 Steps to serve to sell

1- Welcome - Greet the customer

2- Approach – Sell the personality package

3- Build rapport – Smile & demonstrate a welcoming attitude

4- Identify needs – ask the right questions

5- Present the product (features & benefits)

6- Manage the customer - objections

7- Present the price

8- Cross sell & up sell

9- The close

10- Thank & invite

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Thank you for your Thank you for your timetime

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Serve To Sell