Customer Experience Management - Store Managers

Why are You Here?

Sharpen the Saw

What we will be covering?

Effective Customer Interaction Selling Skills Delighting Customers

Effective Customer Interaction

An Activity

The Greatest Sales Stories Ever Told

Contents    

Receiving a Customer Customer Interaction – The 4 Step Process Personal appearance How to Communicate with the customers   

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Verbal / Non-verbal Understanding Customers – Questioning & Listening Handling Customers – Types of Customers

Working with more than one Customer Dealing with queries

Receiving our Customers – Greeting

First Impressions 

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You are the First point of contact with the Customers You are the Store’s image Customers observe your personal grooming and grooming of your Store Organize your display – every time a Customer leaves your aisle Clean the products on the shelf – every time

Receiving Customers

Why should we Greet our Customer? Acknowledge their Visit to our Store Greeting makes our Customers to feel:    

Welcoming Comfortable in the Store Positive about our Store Signal of Friendly environment

Receiving Our Customers

Role of CSA in Greeting 1st Step of receiving a Customer is to Greet them. Your Role as CSA / Cashier  Greet  Thank  See off (farewell) our Customers Important: And this every time the CSA encounters a Customer

Receiving Our Customers

Where do you use greetings? 

First point of contact    

Entrance Shop floor Till Aisle

Receiving Our Customers

Types of Greeting

Namsate “Thank you ,please come again” Namaste (with folded hands)

Good morning/ afternoon/ evening

Receiving Our Customers

“Thank you for shopping with us”

Essentials of a Greeting? 

Be genuine 

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Friendly gestures 

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Smile from the heart, do not laugh

Smile, stand straight, make an eye contact

Acknowledgement of customer 

Nod your head while Greeting

Receiving Our Customers

Process of Greeting A Customer

Receiving Our Customers

Approach the customer    

Make an eye contact with the customer Do not wait until the customer comes to you Do not invade personal body space Show that you care

Customer Approach Enters Store (Eye Contact)

Smile at the customer  

Try to put a natural smile Smile has to be genuine

Customer Approach Enters Store (Eye Contact)

Smile

Acknowledge the customer to ensure the customer is aware of you    

Use a gesture Nod your head Shake your head slightly Bend your neck

Customer Approach Enters Store (Eye Contact)

Smile

Acknowledge

Verbally greet the customer 

Namaste (pause) or Namaskar or Good Morning/Afternoon/Evening

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Use a warm and friendly voice – be careful of the tone of your voice

Customer Approach Enters Store (Eye Contact)

Smile

Acknowledge

This should take within 0-5 Sec of Customer entry

Greet

Engaging with Customers

Engaging – The 4 Step Process    

Hoshiyar - Alert and Attentive on the shop floor. Acknowledge their presence. Approach at the right time. Assist if needed

teraction with Customers

Hoshiyar - Alert and Attentive Where ….     

Store Entrance – by Security Guard Near the aisle / department - CSA Till - Cashier Promotion & Value Zone - CSA During the Exit - by Security Guard

teraction with Customers

Acknowledging the Customer 

Level 1. More than 10ft - When they are far away 

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Level 2. Less than 10 ft - Near us 

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we should smile and nod our head

should smile, nod our head and Greet our Customers

Level 3. Around 3 ft - Very close to us 

take a step back, smile, nod head, Greet them and start engaging with Customers

teraction with Customers

Approach at the Right time      

Calls you. Signals you. Looks Confused Has 2-3 things in hand. Is searching for a help or for a product. Looking for signs.

teraction with Customers

While we are Assisting:    

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….SMILE ….Maintain an eye contact. ….Stand Straight. Use hands while explaining ….Keep a distance from our customers- Don’t get too close ….Offer shopping basket / trolley ….Listen to our customers ….Offer solution ….Escort them to the product

teraction with Customers

Opening Lines 

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Must be Context based – background of our Customers must have nothing to do with business must to encourage conversation must be creative, unique, and/or special enough to start a conversation

Receiving Customers

Question

Farmers / Village Customers: Opening Lines      

crops and their yields water availability rainfall fertilizers & pesticides selling of their yield – realization of money Demand of the crops in the market etc.

Receiving Customers

If they come with children     

Every parent loves to talk about their Children Comment on how cute the kids are Find out how old are they Comment on how well the child speak Be careful not to guess baby’s gender (male / female)

Receiving Customers

Working with More Than One Customer    

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Working with Customer A and Customer B Seek Verbal approval from Customer A Again seek Verbal approval from Customer B Works because: you are courteous and asking favour In most cases you will be successful

Receiving Customers

Thank them for their visit 

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Ask them to visit again with Smile and nodding your head slightly Help them to check their bill and products with Security Help them to regain their deposited baggage at Security Offer help to carry their bags to their vehicle You can also take feedback here

teraction with Customers

Role Play Customer Interaction

Personal Appearance Grooming

Personal Hygiene 

Brushing teeth, regular bath, and mouth free from odor, neatly trimmed nails

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Hair must be short and trim and properly groomed

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Beards sideburns and mustaches must be clean and neatly groomed

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No fancy hair colors

Grooming

Dress Code       

Store uniform is must Uniform should be Clean & ironed. Proper display of ID- Cards (if any) Clean socks every day. Shoe - clean and polished Simple belts Black shoes & socks

Grooming

Communication with the Customers

Why Communication is important ?

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To understand customer’s:   

Needs Wants Expectations

Communication

Communication   

7% - Words 38% - Tone & Pitch 55% - Body Language

Communication

What is important in communication with the customer? 

Non-Verbal 

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Body language

Verbal 

Words, volume, pitch and tempo

Communication

Understanding the Customers Communication

Two ways we can understand Customers 

Questioning

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Listening

Communication

Questioning – Why should we ask Questions?      

Inviting them to talk Get basic knowledge about the Customers Voice of Customer (pain / need areas) Gives direction to the conversation Builds Empathy in the Customers Establishes a base for building a relationship

Communication

Back

Types of Questions 

Closed Ended

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Open Ended

Communication

Closed Ended Questions   

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Definitive - Can be answered with “yes” or “no” One word answers mostly Useful for checking your own or customer’s understanding Enables you to control the conversation with the Customer

Communication

Examples           

E.g. “What is the price range you are looking for?”’ E.g. Do you want a shirt or pant? E.g. Is this what you looking for? E.g. Do you need more clarification? E.g. Is this colour ok? E.g. What is your waist size? E.g. How many members are there in your Family? E.g. Do you have kids at home? E.g. E.g. E.g.

Communication

Open Ended Questions These questions will help in:  Get a Customer to talk about the good things in their lives (talking about their crop/yield/realization)  Getting them "interested" in talking with you  Allows the customer to find their own answer – to choose the right product  Builds a dialogue, in turn you can develop rapport and relationship with them

Communication

Examples    

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E.g. “Tell me about the colors you like” E.g. What kind of shoes do you wear? E.g. Would you tell me more about your shirt? E.g. Could you help me understand for what you buying these trousers for? E.g. What kind of information are you looking about this product? E.g. Tell me how this problem started? E.g. Where else did you looked at for this product?

Communication

Listening-Why is it important to Listen to Customers? 

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to understand customer needs – advising them the right product to demonstrate to customers that you understand them to expect future needs customer satisfaction depends upon listening actively

Communication

Active Listening Techniques     

Pay attention. Show that you are listening Do Not Interrupt Provide feedback Answer rightly

Communication

Reliance Fresh

Pay Attention    

Give undivided attention Hands in front of the body Maintain Eye contact Tilted head

Communication

Show that you are listening    

Nod (shake your head) occasionally Smile and use other facial expressions follow body language tips Encourage the Customer to continue with small verbal comments like: Yes, I understand and …..

Communication

Do Not Interrupt 

Allow the Customer to finish.

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Don’t interrupt with counterarguments unless necessary.

Communication

Provide feedback 

Reinforce what has been said by paraphrasing

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Ask questions to clarify certain points

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Summarize the Customer’s comments regularly to avoid misunderstanding

Communication

Answer rightly   

Be frank, open, and honest in your response. State your opinions respectfully. Treat the other person as you would want to be treated

Communication

Words that will help you Sell !! 

Easy

Free

Safety

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New

Money

Proven

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Guarantee

Health

Results

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You

Your

Beautiful

Communication

Save

Examples 

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This Steam Iron is very Easy to use, just fill with water and plug in. This Soap is Free with this Shampoo. This TV has got fusible plug that acts as Safety plug for the set. If you buy 4 of these, you will save 20 %. This is brand New model in the market. You will save Money on power bills if you buy this refrigerator

Communication

Handling different Types of Customers

Types of Customers    

Village Customers Town Customers Teenagers / young adults Elderly

andling different Customers

Village Customers - Characteristics

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Shy / Not comfortable Seasonal Buyers Cost Conscious Curious about products Judgmental about price and products

andling different Customers

Village Customers - Handling   

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Need to be guided Need patience Do not judge – treat equally with other customers Build relationship with them

andling different Customers

Town Customers - Characteristics     

List based buying Impulse buyers Cost Conscious – quality and price comparisons Easier to make an impression upon Ready to spend more if satisfied / convinced with quality

andling different Customers

Town Customers - Handling 

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Have information about product, price, quality, how to use, maintenance, after sales etc Explain product benefits Help Locating product Advice on promotional offers To build rapport

andling different Customers

Teenagers / young adults Characteristics        

Window shoppers Small purchases Interest in new products – latest trends Like to browse Frequent shopper – Weekly Accompanied with parents / relatives Curious to understand store and products Unplanned purchases

andling different Customers

Teenagers / young adults - Handling 

New promotions / offers / products

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Help Locating product

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Have information about product, price, quality, how to use, maintenance, after sales etc

andling different Customers

Elderly Customers - Characteristics

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Looking for attention Require help in accessing products Do not want to be rushed

andling different Customers

Elderly Customers – Handling 

Reaching and locating products

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Carrying or lifting heavy products

andling different Customers

Dealing with Queries

Do you know your Job ? 

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What are the areas of knowledge that you are supposed to have? What are the products & services that we deliver here?

Dealing with Queries

Common Customer Queries        

Do you have….? How much is….? Where can I find…? What goes with…? Which product is better? How long will it last? When are you open? Do you provide home delivery?

Dealing with Queries

Steps in dealing with customer queries

1. 2. 3.

Greet customer Evaluate query Answer query

Dealing with Queries

Greet the customer   

Make an eye contact with the customer Smile at the customer Acknowledge the customer 

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nod to ensure the customer is aware of you

Verbally greet the customer  

Namaste or Namaskar Use a warm and friendly voice

Dealing with Queries

Understand the query  

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Is it a simple query Decide whether you can answer the query, if Yes, go ahead and help them Is query is something more complex

Dealing with Queries

Answer query   

Stop what you are doing if you can & help them Give the customer your complete attention If the customer wants to know where an item is located, escort the customer to the product, do not give direction how to reach that particular product or category

Dealing with Queries

When You Cannot Answer the Query 

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Inform the customer that you will get the assistance Escort the customer to the person who can answer the query Explain the customer’s query to the person providing the assistance

Dealing with Queries

Recap    

Receiving a Customer - Greeting Customer Interaction – The Five Step Process Personal appearance How to Communicate with the customers   

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Verbal / Non-verbal Understanding Customers – Questioning & Listening Handling Customers – Types of Customers

Dealing with queries

How to be a Successful CSA using Customer Interaction

Engaging Customers – 3 Ps 1. 2. 3.

CSAs are Personable CSAs make it Personal CSAs engage with Purpose

Recap

CSAs are Personable   

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Greet them GREAT CSAs like talking with people comfortable in approaching and addressing Customers friendly, outgoing, and good at talking to customers

Recap

CSAs make it Personal 

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GREAT CSAs relate individually to each customer They know that the more personal the experience, the more productive their time spent with the customer will be They create a relationship.

Recap

CSAs engage with Purpose  

Purpose and a desired result in mind – Sale Start a small talk when a customer first enters the store, this helps in: 

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breaks down barriers that naturally exist between customers and you what they might already owned products the occasion that brings them out shopping their name etc

Recap

Role Play – In a nutshell

Scenario Enact a situation where a Village Customer walks here and you will have to use all those learning from this presentation from Receiving a Customer to Dealing with Queries.

Before we end this Module: Prohibited on Sales Floor            

No Jeans No T-shirts inside the show-room T-shirts No long hairs / beards No long nails No Sports / athletic shoe / sandals / shorts No chewing gums/tobacco No mobile phones No sipping coffee/tea on floor No fancy belts No bell bottom trousers No Caps No bracelets

Recap

End of Effective Customer Interaction

Selling Skills

Contents  

Engaging – The 4 Step Process Understanding the Customer Needs  

Customer Needs Uncovering Customer Needs: Probing – Questioning Techniques 

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Open / Closed Ended Questions

Customer buying process

The Sales Process 

Fulfilling Customer Needs   

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Handling Objections Offer alternatives Add On / Up-Selling / Cross Selling Closing the Sales 

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Product Knowledge Features, Advantages and Benefits Demonstration

Closing Techniques

Exchange Policy Warranty / Guarantee Asking for Referrals

Prerequisites of Initiating a Sale 4 Steps of Engaging    

Alert and Attentive Acknowledge Approach Assist

Receiving Customers

Understanding the Customer Needs

Customers Needs Understanding customer needs is not always a simple task, since the customer does not generally state what he/ she needs. It is the CSA’s task to identify what exactly the customer desires

Five types of needs     

Stated needs Real needs Unstated needs Delight needs Secret needs

Uncovering Customers Needs

How do we Uncover needs Through Questioning / probing techniques. The goals are: 

To develop an understanding of a customer's wants, needs, and desires.

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To develop the customer's trust in you Question

The Structure to use for your Probing 

Open questions 

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Specific open questions 

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to encourage more detail and direction

to narrow down the information

Closed questions 

to confirm needs.

Open Questions Use questions starting with:      

Who Where What When Why How

Using “Tell Me”   

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Wonderful way to prompt Customers Gets you extra information about the Customers Strengthen the rapport with your customer Tell me about the fabrics you like most. Tell me about your best Choupal Saagar purchase. Tell me more about what styles your son/husband/friend likes. Tell me more about your favorite styles of Shirts

Specific open questions to narrow down the information Add to:  free flowing conversation  will give you more focused detail 

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What do you want Checks or Stripes pattern of shirts Is 6-8 pm a good time to call you Who is the person for whom you are buying this?

Now narrow it more with closed alternative questions    

Red or Blue? Melamine or plastic? Bone china or ordinary? Jeans or corduroy?

Closed questions to confirm needs. 

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Checks you have understood what the Customer wants Gains commitment from the Customer that this is what they want or need. Picture yourself asking the Customer E.g. So are you looking for the safety of your kids eyes?

What steps will you take if you planning to buy some clothes?

Customer Buying Process What is it? These are certain steps that Customers follow every time they want to buy something Why should we know about Customer buying process? It is one of the best ways to improve sales.

nderstanding Customers

Five basic stages in Buying     

Recognize the Need Information Search Remove the Concerns / Evaluation Purchase Decision After / Post Purchase Evaluation

Recognize the Need

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Recognizes his need – to buy Fertilizers Responds to promotions/offers/discounts If something urgent – takes decision quickly If the need or want is a new TV – decision may take longer

Recognize the Need

Information Search

Remove Concerns

Purchase Decision

Post Purchase

Information Search o

Asks friends / visiting other stores / Gathers broachers / leaflets / promotional material / free samples if any

o

Most Customers value and respect personal advice (Word Of Mouth) more than any other medium o

E.g. Buying a Mobile phone

Recognize the Need

Information Search

Remove Concerns

Purchase Decision

Post Purchase

Remove the Concerns / Evaluation  

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Checks whether the product meets his needs very simple evaluation processes – e.g. standard products sugar/salt/oil/batteries High Value purchases – CD / Apparel 

CSA Role in High Value Purchases  provide lot of information – positive reasons to buy  benefits of the product  compared with the competition  Demo  Helps in choosing between the alternative brands, model and products

Recognize the Need

Information Search

Remove Concerns

Purchase Decision

Post Purchase

Purchase Decision   

a purchase is made our customer walks away happy sometimes may not be happy

Recognize the Need

Information Search

Remove Concerns

Purchase Decision

Post Purchase

After / Post Purchase Evaluation 

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Customers may feel that an another SKU / brand / shirt / shoe maybe better / cheaper Thinks that he didn’t get a right price Next time he will not purchase again, might switch store

Recognize the Need

Information Search

Remove Concerns

Purchase Decision

Post Purchase

Reinforcing his buying decision    

Encourage him that he made the right decision Tell him that, he got the BEST Price Product will Satisfy his needs Assure them that if their wife / father / mother doesn’t like the colour / model / design, ask them bring it back to exchange with some other colour / model / design.

Recognize the Need

Information Search

Remove Concerns

Purchase Decision

Post Purchase

Role Play – Uncovering Needs A Customer walks into the Footwear category of your store. You will have to probe him and find out what he wants to buy. You will have to start conversation and follow with the process of questioning that we have seen just now.

The Selling Process

Why Sales Process is important?

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To achieve our Sales targets

The Steps of the Sales Process

1. 2. 3. 4. 5. 6.

Understanding Customer Needs Fulfilling Customer Needs Offer Alternatives Handling Objections Add On – Generating extra Sales Close the Sale

Step 1: Understanding Customer Needs   

Asking questions Using “Tell Me” Providing Information  

Types of Products Pricing Structure

Step 2: Fulfilling Customer Needs   

Product Knowledge Features, Advantages and Benefits Demonstration / Trial

Fulfilling Customer Needs

Product Knowledge

Why is Product Knowledge important?

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Knowledge – provides clarity to Customers Helps in Overcoming Objections Strengthens your Communication Skills Boosts Enthusiasm & Confidence Knowledge means more sales

Fulfilling Customer Needs

How do you acquire Product Knowledge    

Information on the Product Product presentation by vendors Training Sessions Practical use

Fulfilling Customer Needs

What should you Know About Our Products     

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Pricing structure Styles, colors or models available How to use the product Servicing, warranty and repair information Any special manufacturing process – leading to improved quality or performance History of the product

Fulfilling Customer Needs

Using Product Knowledge to Sell

Features, Advantages and Benefits

Fulfilling Customer Needs

What are Features? It is a visible and physical property a product E.g. Wrinkle free

Fulfilling Customer Needs

What are Advantages?  

An advantage is what the feature does is what you will gain by having that feature 

E.g. Wrinkle free – it will not lose its fold/crease when used/washed

Fulfilling Customer Needs

What are Benefits?  

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The final Value it provides to the Customers demonstrate how our products meets the needs of the Customer E.g. Easy to maintain during the day

Fulfilling Customer Needs

Features Vs Advantages Vs Benefits Feature PVC Shoe (type of shoe material)

Advantage Low cost and Water resistant

Benefit 1. 2.

Wrinkle free

Retains shape for long time

1. 2.

Mercerized cotton

Given shine to the cloth

Aluminum Pressure Cooker

Faster conduction of heat Low cost and light in weight

Bone China Crockery

Shining look and strong

Fulfilling Customer Needs

Customer can wear them anywhere and anytime including in the farms. Less money spent on repairs or maintenance

Need not to worry how to maintain your clothes whole day Easy to clean and maintain

1. 2.

Looks new all the time. Become strong after the process – increases the life of the fabric

1. 2. 3.

Cooks food quick – saves time and money on gas Less strain for women as it is light weight Cheaper cost of cooker

1.

Permanent shining – need not to buy new crockery time to time Tough body when compared to local made Crockery – durable

2.

Comparing products during your Selling process 

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Say that our store carries products that meet certain minimum quality standards If they insist, you give your opinion what each product offers and their benefits in respect to Customer needs Always say one product is better than the other one because of certain F A B Never say, that the particular product is good and other is a bad one

Fulfilling Customer Needs

E.g. Comparing products Virgin Plastic 1. Not recycled plastic – no chemicals added 2. Free from plastic smell 3. Safe to use for food storage 4. Can be used in microwave oven 5. Lasts long

Fulfilling Customer Needs

Ordinary Plastic 1. Not expensive – chemicals used to other waste plastic products 2. Comes in attractive colors 3. Containers not meant for Food storage 4. Gets damaged quickly

Fulfilling Customer Needs

Demonstration

What is demonstration and Why to demonstrate products? 

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It is the presentation of the functioning of the product to the Customers Proves the benefits and builds confidence in product Increases interest to buy

Fulfilling Customer Needs

Demonstration Process   

Opening Lines Features to be demonstrated Let the Customer try

Opening Lines

Fulfilling Customer Needs

Features Demonstration

Let the Customer Try

Opening Lines  

Begin with a Customers-Focused Statement Lines that reinforce confidence about the product 

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“One of the advantages of this Plastic chair is that it is unbreakable and still flexible. .," “The unique feature of our Melamine products is that it is free from Urea... " “An other advantage of this DVD is that it has got a USB port as well ..." “One of the benefits of this denim shirt is that its wrinkle free…..”

Fulfilling Customer Needs

Opening Lines

Features Demonstration

Let Customer Try

Features to be demonstrated 

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Show Customers yourself all the available features Explain how each Features will benefit them if they buy the product Ask questions in between: whether they like a particular Feature, ask them how do they think that particular product will be useful for them Remember SELL

Fulfilling Customer Needs

Opening Lines

Features Demonstration

Let Customer Try

SELL    

Show the product's features Explain its advantages Lead into the benefits for the Customer Let the Customer talk

Fulfilling Customer Needs

Opening Lines

Features Demonstration

Let Customer Try

Let the Customer try 

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Let Customers to try on themselves using the product E.g. Handover the remote E.g. placing batteries in a toy

Fulfilling Customer Needs

Opening Lines

Features Demonstration

Let Customer Try

Fulfilling Customer Needs

Offering Alternatives

Why to Offer alternatives?   

Customers need choice to select from They don’t like to sold, they want to buy In case of out of stock or discontinued stock we can sell existing products

Fulfilling Customer Needs

How to Offer alternatives?  

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'Do you want A or B?' Product A has got XYZ benefits and B has got ABC benefits Both are quality products Ask them which one do they think best suits to their requirements

Fulfilling Customer Needs

Fulfilling Customer Needs

Handling Objections

What is an Objection?

An objection is anything the Customer says for not buying the product

Fulfilling Customer Needs

Why Customers object?  

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Customer is not convinced All or part of the presentation was misunderstood Unpleasant past associations with you or your company Dislike decision making Hidden reason

Fulfilling Customer Needs

Steps in Handling Sales Objections      

Listen Carefully Agree with them Separate the Objection Propose a Solution Answer the Objection Confirm your answer

Fulfilling Customer Needs

Listen Carefully 

Use active listening techniques.

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Don't be quick to address every question he raises.

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Give him time; encourage him to tell you the whole story behind his concern

Fulfilling Customer Needs

Listen Carefully  Agree with them  Separate the Objection  Propose a Solution  Answer the Objection  Confirm your answer 

Agree with them  

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Restate what his concerns are Be certain that he's mentions others concerns as well E.g. You are saying that you like the design of this shirt but this is not of your size and you are also saying that the buttons are not matching with color of the shirt. That is a logical questions sir. I agree with you.      



Fulfilling Customer Needs

Listen Carefully Agree with them Separate the Objection Propose a Solution Answer the Objection Confirm your answer

Separate the Objection 

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Ask them if that is the only reason they are not moving ahead Give them a chance to express their other concerns. Listen to them actively. E.g. . is this only the concern with the shirt sir or anything else you didn’t like about this shirt.

Fulfilling Customer Needs

Listen Carefully  Agree with them Separate the Objection Propose a Solution Answer the Objection Confirm your answer 

   

Propose a Solution 

Now give them a solution



E.g. It seems to me that you like this Shirt, and that you would be interested in moving ahead with this, however, you're a bit concerned with size and matching buttons. Is that correct? (Get their agreement). I agree. So, if I can show you how we can address this concern, to your satisfaction, then there would be no reason not to move ahead with this, correct?"

Fulfilling Customer Needs

Listen Carefully  Agree with them  Separate the Objection  Propose a Solution  Answer the Objection  Confirm your answer 

Answer the Objection 





Offer the products that have color, size, features etc that customer asking for You can also recommend the same product with revisiting the product’s benefits Assure him that this product is best suitable for them because ---bring his needs you probed in the earlier stages

Fulfilling Customer Needs

Listen Carefully  Agree with them  Separate the Objection  Propose a Solution  Answer the Objection  Confirm your answer 

Confirm your answer 

You can confirm your answers simply by completing your answer with a statement such as, That answers your concern, doesn't it?

Fulfilling Customer Needs

Listen Carefully  Agree with them  Separate the Objection  Propose a Solution  Answer the Objection  Confirm your answer 

Some Objections Some Common Objections

Other Stores are cheaper & Your Price is higher 

The Customer is comparing the product you are offering with another product they see as similar, therefore they perceive the product being offered by you as expensive



They see the price is more than they expected.

Fulfilling Customer Needs

How to handle? 





Check the customer whether he is comparing like to like Think about what you can give the Customer that the others can’t Talk about service – could be after sales service or guarantees

Fulfilling Customer Needs

I will think it over 



This tells us that the Customer does not have any specific objection He just feels a need to slow down and be careful in his decision

Fulfilling Customer Needs

How to handle? 

 

This is the time to encourage the Customer to talk answer his doubts about the product Reassure the benefits he gets if he buys the product

Fulfilling Customer Needs

We don’t want that now 

 

They say that they do not need your product for some reason or another, May be they genuinely don’t need it now you couldn’t able to fulfill their need with the existing product

Fulfilling Customer Needs

How to handle? 





Assure them they don’t need to buy the product now Ask them to just to look at the available products with us if they have time Ask them, what is that they didn’t like about that particular product

Fulfilling Customer Needs

My family/brother/mother/father has to approve this 



Customer is hesitant to buy – not sure of his decision Worried about whether if family or dad likes it?

Fulfilling Customer Needs

How to handle? Ask them “Do you like it?” and if the answer is yes follow up with “will you then recommend to your family/brother/mother/father that we should buy this, would you like me to meet with your family/brother/mother/father to help you?”

Fulfilling Customer Needs

Your product doesn’t have that feature 



They want to negotiate the product for a lesser price May be an important feature they are looking is not available in that product

Fulfilling Customer Needs

How to handle? 





Ask him what is that feature he is looking for and let him explain how that will benefit Restate all the available features that will compensate the features the Customer is asking for. Inform that particular features is available on other model, show them that particular model

Fulfilling Customer Needs

I didn’t see this brand in the market   

They question the source of the product Credibility of your store and your products Simple questions is, why should I believe you

Fulfilling Customer Needs

How to handle?  

Talk about our ITC brand Tell him, we will helpful in case if they are not happy with the product by exchanging with other product - according the exchange policy of the Store

Fulfilling Customer Needs

Add On / Up-Selling / Cross Selling

What is Add On? Adding on to the sale means getting your customer to buy more than they primary wanted. 



E.g. Customer came to buy one Shirt - Selling 2 shirts of different colors E.g. selling 3 packs of different flavor chips

Add On/Up-selling/Cross Selling

What is Up-Selling? An up-sell offer is for a better (or bigger) version of the same product being sold – more profitable products 



E.g. instead of 21” TV you convince him to buy 29” TV E.g. CD Player to DVD Player

Add On/Up-selling/Cross Selling

What is Cross Selling? Cross-selling generally refers to selling items that are related or can be included with the item being sold 



E.g. Suggesting a customer a Belt after he bought a Trouser E.g. A pair of socks with Shoes

Add On/Up-selling/Cross Selling

Why CSA should Add On / Up-Selling / Cross Selling   

Increased bill value – reach your targets quickly One Point of Shopping for all needs Increase Basket size

Add On/Up-selling/Cross Selling

When to do Add On / Up-Selling / Cross Selling

The moment he communicated his purchase decision on primary article

Add On/Up-selling/Cross Selling

Steps to follow for Add On / UpSelling / Cross Selling    

Build confidence in Primary purchase Pick the right time Show that you care Don't push your Customers to buy

Add On/Up-selling/Cross Selling

Build confidence in Primary purchase 

Summarize all benefits of the product against the Stated needs of the Customer



State other benefits that will fulfill his unstated needs



Assure customer that he is buying a right product for his needs

Add On/Up-selling/Cross Selling

Build Confidence Pick the right time Show that you care Don’t push to buy

Pick the right time 

Recommend something to them once they've completed their decision of buying the primary purchase

Build Confidence Pick the right time Show that you care Don’t push to buy

Add On/Up-selling/Cross Selling

Show that you care Highlighting special offers If they buying something that is out of promotion/offer, suggest them buying the products under promotion will save them money

 







E.g. Buying two of these shirts will save them 40 % on whole Tell them that the offer for limited period and they should take advantage of this Tell them that the same product will cast 40 % more after the promotion Build Confidence

Add On/Up-selling/Cross Selling

Pick the right time Show that you care Don’t push to buy

Don't push your Customers to buy  

Up-Selling should be only recommendations Use statements like: 'We think you'll like this big pack which will save you 20 %

Build Confidence Pick the right time Show that you care Don’t push to buy

Add On/Up-selling/Cross Selling

Closing the Sale

What is it? 



This is the process of helping our customer make a buying decision. Closing is done by summarizing all the benefits agreed to by the Customer commitment

Closing the Sale

Why we should help our Customers to Close? 



Customers are afraid of making wrong decisions, thinks he can get a better deal outside Its human nature to “put it off till tomorrow” or delay the decision

Closing the Sale

Closing the Sale

Closing Techniques & Examples

1-2-3 close 

Most customers want products that are:   



free perfect and available now customers measure our product by:



1. Cost 2. Quality and 3. Time



Sasta, Sundar, Tikao

 

Note: Relevant to Agri/Grocery. Apparel – Sherwani. Shoes – leathers shoes

Examples 

This product is cheaper, better and more reliable than the competition.



The Shoes here are better-looking, better-made and better-quality than those in the market.



If you buy today, you will get a 10% off on the MRP.

Closing Techniques

Postpone Close 







Do not go for the sale now. Give them time to think. Tell them that they probably need time to consider the offer you have made You can see that they are not going to decide now. Given some more time, it is likely that they will buy The relationship is important to you

Closing Techniques

Examples 

This is an important decision for you and I think you need time to consider how important it is. Shall we discuss the details further tomorrow when you come here?



I can see you're thinking very carefully about this. Shall I call you tomorrow to know your decision?

Closing Techniques

Affordable Close - (mostly for CD Sales) 

Find how much they can afford. Then tell that you try your best to get the price to his favor by talking to your manager.



Sell them something else they can afford.



Last option: bring your price down to what they are prepared to pay if possible

Closing Techniques

Examples 

  

The initial costs seem high, but by the end of the year you will save on maintenance and power bills will be much more. The basic model will fit into your price range. The maintenance costs on this are very low. If we can bring the price down to what you say, will you buy today?

Closing Techniques

Alternative Close 

The alternative close works by offering more than one alternative to the customer.



The number of alternative should be very few two or three

Closing Techniques

Examples 

Would you prefer the red one or the yellow one?



Would you like one packet or two?



Which of these three varieties seems best for you?

Closing Techniques

Assumptive Close 



Act as if the Customer has made the decision already. Turn the focus of the conversation towards the next level of questions, such as how many they want; when they want it delivered what size they need, and so on.

Closing Techniques

Examples 

Can I add a suitable polish as well?



What will your family say when they see it?



When do you want to wear this?

Closing Techniques

Balance-sheet Close 

List both the benefits of the purchase (the pros) and also the costs (the cons)



You can even write it down like a balance sheet. Make sure the 'pros' column is longer and more impressive than cons.

Closing Techniques

Examples 

Well, although it costs this much, it will look really good on you and fit well to your feet size.



Let's weigh things up. You're not getting ..., but you are well within your budget and will have ..., ... and .... Hmm. That's good!

Best-time Close 

When people are delaying or saying 'be back', stress how now is the best time to buy.



Raise seasonal effects, such a Summer, Diwali, Summer and other holidays.



Find out other personal reasons why it is good to buy now, such as their birthday, opening schools, etc.

Examples 

We only bring this new stock for the diwali season.



Summer is coming. Do you have cotton clothes?



If you were going to start taking care of your health, when would you start using this refined oil?

Closing Techniques

Bonus Close 

When they are hesitant taking up a buying decision, offer them something unexpected



Try and be sure you will be offering will be respected by your store manager

Closing Techniques

Examples 

You know, your kid is very cute and I am going to give you batteries for free with this toy.



Well, you're a good customer so I won't charge for this pair of socks.

Closing Techniques

Conditional Close



When the other person raises an objection, make it a condition of resolving if they willing to buy now.

Closing Techniques

Examples 

You say you want 32 size. If I can call up and get you one, will you take it today?



If we can offer discount for you, will you choose this one?

Closing Techniques

Demonstration Close 

Do a great demonstration of your product that really makes them 'wow'.



If you can't do at your best, then use a video to add impact.

Closing Techniques

Examples 

We sell power saving Fans. Let me demonstrate...



You won't believe this. I didn't either when I first saw it. Just watch this short video

Closing Techniques

Emotion Close 

Remind specific emotions.



Find if they respond more to positive or negative emotions and act accordingly.



go for positive emotions - these are usually better

Closing Techniques

Examples 

If you took this new Shampoo home now, how would your Mrs feel?



Does wearing these Shoes make you feel good?



People who do not buy this always feel bad later.

Closing Techniques

IQ Close 

Say that intelligent people make this purchase.

Closing Techniques

Examples 

I sold one of these to a doctor yesterday.



This is a really clever decision.

Closing Techniques

Exchange Policy

What is Exchange Policy?



Product Exchange Policy only applies to a product that is defective or for some reason customer is not happy with the product. However all exchanges should be authorized by the Store Manager.

What is Choupal Saagar Exchange policy? 

 

Exchanges only under exceptional circumstances Exchanged within 7 days of purchase Customer must bring original bill

Conditions for Exchange   

Size & Style change in case of Apparel Manufacturing / Quality defect FMCG Products whose seal / packaging is unopened

Products that cannot be exchanged: 

     

Consumer Durables – these can be serviced by the manufacturer’s service centre Audio CD’s / Cassettes / DVD’s / VCD’s, House ware Toys Products on Sale / Discount / Promotional offers Undergarments & Inner wear Post sale Damaged / Expired products

Warranty / Guarantee

What is the importance of Warranty or Guarantee cards? 

It is like a bridge between manufacturer and customer for future assistance



Makes customers to believe in the product



Helpful if there is any malfunctioning in the product within a certain period

Details that needs to be filled        

Name and address of the Customer Date of Purchase / Bill No Model No. / Serial No. Validity of Warranty / Guarantee Payment type (Cash / Credit card etc) Store stamp Signature of authorized person Maintaining record of Sale and Warranty in the “Warranty Register” (to be designed)

Finally explain Customers about …       

How to use the product What precautions to be taken while using Terms & Conditions of the Warranty / Service Whom to contact in case of problems Importance of Warranty card not to open / repair product on their own Extended Warranty

Usage Demonstration / Vendor Installation

Points to keep in mind when Customer need this assistance 



 

CSA must take the complete customer contact details Brief customers that company people will contact them Follow up with Customer and company officials Take feedback from Customer visit and offer further help if they need

Asking for Referrals

Referral Types     

Current Customers Referred Contacts Friends and Family Data from Partner companies Data collected during an Event or promotion

When do we ask for referrals?   

Immediately after the Sale During the feedback session or follow up While being in touch with them

How do we ask?

What kind of details to be asked about Referrals with our Customers? CSA should look into:   

Contact details Demographic Psychographic

Demographic     

Occupation Income Age Marital Status Education

Psychographic     

Land ownership Vehicle ownership Mobile phone model Kind of clothes / accessories Ownership of other durables

Role Play A village customer walks into the store and wants to buy something in your store. You will have to understand his needs, probe him, present the product – demo, do the add-on and close the sale using all the techniques we have discussed.

End of Selling Skills

Delighting Customers

Why is it important to Delight Customers

Life time value of a Customer

What is Life time value of a Customer? 

It is the total revenue earned out of a customer and his/her referrals

Why this is important? 

The lifetime value of a customer continues even after he/she is not our customer anymore



If each customer creates referrals and the chain goes on then the lifetime value for each would be very high



It is more important to retain a customer not only for his/her lifetime value but also because cost of getting a new customers is higher

How it works? 1. By Selling the Product to Mr. RamJi

Initial Revenue

2. Monthly spent on Grocery

Regular Revenue

3. By Selling the Grocery to Mr. RamJi’s friends Referrals 4. Monthly spent by Mr. RamJi’s friends

5. Choupal Saagar to save on Marketing costs as the cost of acquiring a customer through a referral is very low (a few telephone calls)

Customer Acquisition cost saving

Steps of Delighting    

Taking Feedback Follow-Up Issue Resolution Complaint Handling

Taking Feedback from Customer

Why to Take Feedback 





 

Improves our sales – products that fulfill customer needs Improves customer satisfaction– repeat customers Helps address or reduce customer’s disagreement Can improve our products & price range Will help us grow our business

Taking Feedback

Ways to get feedback

Taking Feedback

1. Observe the Customers 

What they are buying



How they are buying (what is being bought with what products)



What categories they are browsing and their age groups

Taking Feedback

2. Ask the Customer - Verbal feedback 

Simplest way to find out what people think of our service or product.



You can design your own set of questions for your category



Record or note them



Share with your store manager and see what action can be taken

Taking Feedback

3. Questionnaires – paper feedback 

Most well-established feedback technique



Ask them to write in a designed sheet or register we have provided at store



These give accurate, crisp, precise and amazing facts about our store

Taking Feedback

Escalation of Feedback 

Share the respective feedback with your ASI / Stock Incharge / Store Manager.



Request your store manager to take corrective actions on the negative feedback.

Taking Feedback

Take Corrective and Preventive Action



Corrective or preventive action should be taken in response to the problems that were identified during customer feedback. This can only be done after you have a discussion with your manager.

Taking Feedback

Feed forward back to The Customer 

Follow up with the customers regarding any action that resulted from the customer feedback session.

Thank your Customers 

Be sure to thank the customer for taking the time to give their comments

Taking Feedback

Follow Up

What is Follow Up? Follow up is taking some time to talk to our Customers about their experience of shopping:  

what they think of the product / service, and if you can be of any other help.

What is the importance of follow up?   





Ensures Customer is satisfied Any negative views or thoughts are removed They will appreciate you taking the time to call them and ask about their satisfaction on due purchase Generate repeat sales and increase customer loyalty Word of mouth publicity

Steps to make your Follow Ups successful   

Continue to sell Make yourself available Become a credible source of information

Continue to sell  

Maintain your enthusiasm for your product continue to sell the product long after the sale

Because   

It strengthens the buying decision The customer’s trust in you customer will begin to “open up” and inform you their other needs

Make Yourself Available 







Create three to five ways to inform your customer that you are available Let your customer know that you are “available” anytime for anything Make an occasional telephone call or send a SMS that tells the customer that you are “there” to assist It is important NOT to sell on these occasions

Become a credible source of Information Become a major resource for the customer:  

a super directory a Super Sales Person.

How can we Keep in Touch with Customers 



 

Thank you notes for purchases, referrals or continued business. An announcement of your new product or service Birthday or Anniversary greetings A notice of a special sale or offer. Include coupons for customer discounts  

E.g. Service camp for CD / Mobiles E.g. Rainfall information

Issues with the Product

1. By the ITC Choupal Saagar    



Treat them as Complaints from Customers Take product / Customer details Original bill Tell customers how long it will take to solve the problem Call and inform them if it takes more time to solve problem

2. By Manufacturers – for CD  

 

Treat them as Complaints from Customers Request them they need to contact authorized service center Provide them with the contact details inform service center if they provide home service

Customer Complaint Handling

Complaint What is a Complaint? A statement of dissatisfaction What is the First source of complaint? Feedback is first place where the Complaint develops

Facts of a Complaint

A survey shows that out of 100 dissatisfied customers “97% don’t complain”…...” they just shift to the competition”

Why should we handle Complaints?  



   

Turns a dissatisfied customer into a Loyal customer Gives customer the confidence that complaints are well solved Rectify problems with products or processes to prevent future customer dissatisfaction Reduce the risk of the same complaint reoccurring Improved product quality and service delivery Retains existing customers – repeated business Attracts new customers through positive word of mouth from satisfied customers

Why customers do not complaint?   

  

  

They think that their complaint is not welcome. They think no one will listen to them. Whenever they make a complaint, they are treated with suspicion and doubt. They have tried complaining but nothing has happened. They don’t know whom to complain to Nobody is willing to take responsibility of their problem they try and pass it from one department to another. Staff is rude. have to wait for a long time for a reply Complaining is troublesome than finding a new store.

Types of Complaints Price  “The price was incorrectly scanned”  “I was charged twice for the item”  “The advertised price is different to the scanned price” Availability & Range  “This store does not have the product I want”  “The product that was advertised is not available”  “I cannot find the product” Quality  “The product I bought is defective”  “The Grocery items are expired” Service  “That employee was rude”  “No one could help me find the product I wanted”  “No one solved my problem”

Handling Customer Complaints       

Listen Acknowledge the Complaint An apology to accept responsibility Isolate the Customer Propose multiple Solution – think of alternatives Thank the Customers Document

Listen 

Use all those Active listening techniques while dealing customers who are complaining.

Acknowledge the Complaint 



E.g. "I understand how disappointing it must have been ..." E.g. "I want to understand you problem, tell me more ..."

An apology to accept responsibility 

Before you say anything first say that you are Sorry for what had happened.  

E.g. I'm so sorry for what had happened" E.g. "My sincere apologies that the fabric faded”

Isolate the Customer 

 

Move customers into a private place: may be back office or manager’s cabin Make them sit and offer water/Tea/Coffee Do not argue with the Customer.

Propose multiple Solution – think of alternatives  





Assure them that you will solve the problem Give them a solution that is acceptable for both: Store and Customer Always give them choices rather single solution from your side Solve the problem

Thank the Customers 

Thank customers for bringing this to your notice 



E.g. "Most customers don't take the time to complain -- they just tell their friends about their bad experience. Thank you for telling us first and giving us an opportunity to correct ourselves " E.g. "We are truly grateful to have the opportunity to turn the situation around and retain you as our valued Customer."

Document.  

Document the Complaint in a register Share this particular situation with the rest of the staff

Escalating Difficult Complaints    

Step 1: First Contact – CSA Step 2: Escalation to Store Manager Step 3: Referred to State Retail Manager Step 4: Referred to DHQ – Operations / Category team

End of Delighting Customers

How to become a Successful CSA

Contents  

The Seven Deadly Sins of CSA 10 Golden rules that will make a successful CSA

The Seven Deadly Sins of CSA

1. Procrastination  

You will lose your job and career Other simple jobs like paperwork are also important for everyone of us  

Filling Guarantee / Warranty cards Feedback collection

2. Arrogance  

You can have confidence but not arrogance To succeed we must serve both our customers and company

3. Lack of interest 

CSA are backbone of any Store – if you lose interest it will effect our Store and business

4. Gossip  

No office politics – we are all same at Store No gathering on the sales floor – use breaks to discuss your personal problems never say something bad / wrong about someone to anyone

5. Inflexibility  

Be flexible and open to new ideas Everyone’s contribution is important and follow if someone gives you a better idea

6. Inappropriateness 



Creating hostile workplace is completely unacceptable Stay away from conflict

7. Lack of accountability  

Take responsibility for what you doing You are answerable for your job

10 Golden rules that will make a successful CSA

1. Sell to Every Single Customer    

You must sell to every Customer Learn from victories Analyze mistakes What did you do differently today to close the sale

2. Focus on the Floor 

 

Imagine that you're the customer in someone else's Store Give undivided attention to the Customers Give Smiling service

3. Listen to Your Customers     

Pay attention Show that you are Listening Provide feedback Do not interrupt Answer rightly

4. Look professional   

well-groomed and dressed appropriately friendly and welcoming disposition follow all those grooming standards are prescribed by the Company

5. You Must Ask Questions  

Ask right questions – open and closed ended Use right words to present your product

6. Features Must be Linked to Benefits  

Features don’t sell, Benefits DO Personalize the benefits to your Customer’s Stated and Unstated needs

7. Product Knowledge is Key    

Strengthens the Communication skills Boosts Enthusiasm Builds confidence Helps in overcoming objections

8. Aim to be Unique 



Find something that is Unique of products, your Store and yourself Do something differently than your competitors / other CSAs

9. Know why Customer is leaving the Store without making a purchase 



CSA should be able to engage and establish enough of relationship with Customer to know whey he is leaving without buying something Remember, we can’t say he was just looking

10. Selling with Enthusiasm Why it is important in Selling? 





Enthusiasm can give you the energy to take action enthusiasm keeps you going especially when the going gets tough motivates everyone around you–your sales team, your store, your customers

Techniques to keep up your Enthusiasm at peak levels     

This is Your Job Set Your Own Personal Targets Try new things Use your weekly offs productively Share the power

Clerks, Bad Salesman and Retail Professional

Clerk

Bad Salesman

Retail Professional

They say, "How may I help you?"

When you don't bother to listen to the answer.

when you naturally engage the customer in a friendly way – 3 Ps (personable, personal and purpose)

When you say, "Will that be all?"

When you ignore the customer when he is making a sale.

When you Congratulate your Customer on their purchase

when you are unable to answer a customer's question about a product

when you make up answers to questions.

when you either know the answer or do your best to find it

when you don't think to eat a mint (mouth when you smoke on the way your customer when you correct your colleagues who are freshener) after eating onions, spicy food walks by to enter the store making these mistakes at store or smoking a cigarette when you fail to contribute new ideas about howwhen you say that contributing to the the store can improved success of the store isn't your job

when you contribute ideas whether you've been asked or not

when you don't care for your job but have no plans to leave

when you tell everyone you don't like your when you like your job and meeting your targets job but never leave regularly

when you hate to sell

when you tell people you're a salesperson but all you do is clerk a sale

when you're proud to sell because what you do has a positive impact on customer's lives

You are standing like a statue in the category

You are everywhere except in you department

You are always with the Customers

Customers remember you when they come next They don’t remember you at all time

They ask for you when they visit the store next time

You follow Customer service

You don’t bother about your Customers

You are extremely focused on providing a great experience to your customers

You repeat the process again and again

You do what you feel like that time

You go beyond every single customer

An Activity

Personal Selling Power

Role Play

Thank You