1. Unit 152 Understanding customer service in the retail sector Unit 154 Understanding the selling process

2. Learning Objectives By the end of the session you will: State the importance of customer service to a retail business Describe what gives customers a positive initial impression of a retail business and its staff Demonstrate how to find out what the customer wants Explain how customer service is adapted to meet the needs of individual customers Describe the selling process State how product information can be used to promote sales

3. Products and Services Products Products are the items that the retailer sales – anything from white goods to holidays. Both of the above can be sold through different channels. Services A service is a benefit, either in its own right or as an element of a product – the warranty on the white goods, or insurance to go with a holiday.

4. Customer Expectations What a person thinks should happen while they are a customer. The level of service they hope to receive and how they hope to be treated. All customers will have different expectations, based on their opinions and previous customer service experiences.

5. Customer Expectations Expectations about a product or a service are based on: Advertising and marketing Word of mouth from friends or family Reputation of the organisation and its staff Past experiences with the organisation, product or service.

6. Customer Satisfaction The positive feeling customers get when their expectations have been met. They are happy with their experience and with the product or service they have received. Satisfied customers are more likely to return and to recommend the store/product/service to others.

7. 1. Approach customer and build rapport2. Establish what they require 3. Find the right product and sell the benefits 4. Look for buying signals and action them5. Close the sale Five Step Selling Model

8. First impressions count! When you approach a customer, build a rapport and gain their trust and confidence. This will relax the customer and increase sale opportunities. Adapt your style to complement the customer’s style. As the customer becomes more relaxed and open it will be easier for them to explain their needs. 1. Approach customer and build rapport Step 1. Rapport

9. Effective questioning is important to understand customers’ wants and needs. You can gain accurate information to help select appropriate products and eliminate unsuitable products. 2. Establish what they require Step 2 – Establish Needs

10. What is the meaning and purpose of an open question? What is the meaning and purpose of a closed question? Questions

11. Matching products to customers’ needs will: increase purchases gain customer trust reduce product returns increase customer loyalty and satisfaction Linking benefits to product features will influence the customers’ decision to purchase and increase sales. 3. Find the right product and sell the benefits Step 3 – Find the Right Product

12. Recognising the buying signals and knowing the right time to close the sale creates an enthusiasm and desire to purchase. 4. Look for buying signals and action them Step 4 – Recognise Buying Signals

13. Knowing when to close the sale is important to: Increase sales Increase impulse purchases Improve stock rotation Reach sales targets Increase customer base Increase market share 5. Close the sale Step 5 – Closing the Sale

14. You can offer accessories or linked items at this point. The main questions are: Would you like to purchase this? How will you pay? Closing the Sale

15. The benefits of knowing your products are: Strengthens communication skills Boosts enthusiasm Grows confidence Helps you find the right product for the customer Product knowledge

16. Marketing Literature Sales Reps Training Sessions Testimonials Role Playing Practical Use How to gain product knowledge

17. Pricing structure Styles, colours or models available History of the product Any special manufacturing process How to use the product Product distribution and delivery Servicing, warranty and repair information Unique selling points How to show what the customer is interested in. What to know about your products

18. Skills to work in retail the ability to do something well arising from talent, training or practice. a property, quality or feature. the way in which you conduct yourself.

19. Unit 152 Understanding customer service in the retail sector Unit 154 Understanding the selling process