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Presented By Consulting Partners Enhanced Selling Skills.

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1 Presented By Consulting Partners Enhanced Selling Skills

2 2 What We’ve Learned: We only close 16% of sales Our conversion rates are 80% higher when we have the “right attitude” When we engage the customer the conversion rate increases almost 3 fold

3 3 Areas for Improvement: In order to improve these statistics, we will focus on three things: 1.Consistently deliver an engaging sales process on top 4 GQ products: a.Wireless b.iPOD & Accessories c.Digital Imaging & Accessories d.Sirius Satellite Radio 2.Improve closing skills and execution across all products. 3. Improve quality of coaching and feedback.

4 4 Our Direction ….. We want to change from… A selling process that is not consistently customer centric and that fails to complement our “think customers first” objective A sales process which provides a customer interaction that is consistent, predictable and memorable Satisfying customer needs, which encourages them to buy more and return often A selling process that is not consistently customer centric and that fails to complement our “think customers first” objective A sales process which provides a customer interaction that is consistent, predictable and memorable Satisfying customer needs, which encourages them to buy more and return often Generating revenue Generating revenue Making our sales teams’ jobs easier and more rewarding Making our sales teams’ jobs easier and more rewarding To… The impact we can have is…

5 5 Objectives for Today Address the top 3 areas for improvement 1.Show you how to facilitate objectives in order to achieve improvements 2.Teach you what is necessary to enhance selling skills 3.Consistently improve your skills through reinforcement Address the top 3 areas for improvement 1.Show you how to facilitate objectives in order to achieve improvements 2.Teach you what is necessary to enhance selling skills 3.Consistently improve your skills through reinforcement

6 6 This session: Consistently deliver an engaging sales process on top 4 GQ products: a.Show you the new sales process and how to communicate it with your staff. b.Discuss what is different from the old process to the new process c.Show you the job aid and how to teach its use d.Provide you with some mechanisms to practice the sales process Improve closing skills and execution across all products. a.Provide you with sample closing statements to teach your staff b.Provide you with mechanisms to practice with them

7 7 Rollout Calendar

8 8 Your Responsibility: 1.Facilitate the SM and SA meetings 2.Learn the skills well enough to teach them. 3.Be able to discuss what is different with your staff 4.Learn some techniques to reinforce the skills you have taught. 5.Be able to set-up and execute the product experience 6.Coach your team to improve performance.

9 9 4 Focus Products for GQ Sirius Digital Imaging Wireless iPod

10 10 What About the 4 Focus Products? What About the 4 Focus Products? 1.The 4 focus products are tied to the DM incentive program for GQ – you really want to get your staff selling them. 2.We will use the 4 Focus products in our examples. 3.The 4 Focus products are highlighted on the job aid 4.While we want to you teach the skills using focus, products as examples, but remember, the selling skills work on all products.

11 11 Selling Skills Overview

12 12 Five skills have been identified as critical components in the successful implementation of 2005 Golden Quarter initiatives. Each skill represents a different part of the customer interaction lifecycle: 3.Show your customer the product 4.Ask your customer to buy 5.Provide top 5 accessories 1.Engage your customer & qualify 2.Explain 5 benefits to your customer

13 13 Remember Why We Are Here…. 1.While you have selling skills your associates may not. 2.This type of interaction seems natural to you – it may not to your staff. 3.Some habits (May I Help You) take practice to change.

14 14 Welcoming Skills

15 15 FACT: Although most Radio Shack customers are welcomed with a greeting upon entering the store, 60% of those greetings are “closed” questions. The frequency and sincerity of these greetings also decreases significantly during peak hours.

16 16 Welcoming Skills Key Points Smile. A smile on an Associate’s face lets customers know we’re ready and willing to help them.Smile. A smile on an Associate’s face lets customers know we’re ready and willing to help them Rule. Customers should be greeted within 20 seconds of walking in the door and each customer should be engaged within a 10 ft. radius20-10 Rule. Customers should be greeted within 20 seconds of walking in the door and each customer should be engaged within a 10 ft. radius Introduce yourself. An introduction by name helps establish a sense of familiarity and rapport with customers.Introduce yourself. An introduction by name helps establish a sense of familiarity and rapport with customers. The Right Attitude. Associates should recognize that serving our customers is a privilege, not an inconvenience.The Right Attitude. Associates should recognize that serving our customers is a privilege, not an inconvenience.

17 17 What’s Different? We no longer greet our customers with closed questions like “May I help you?”We no longer greet our customers with closed questions like “May I help you?” We great our customers promptly.We great our customers promptly. We give the customers our name as a way to build trust.We give the customers our name as a way to build trust. We are conscious not to engage in “pack” behavour (all standing around the same area.We are conscious not to engage in “pack” behavour (all standing around the same area. We make sure the customer knows we are privileged to have them in the store.We make sure the customer knows we are privileged to have them in the store.

18 18 Engage Your Customer and Qualify

19 19 You’ve Got Questions… “What is the difference between an engaging question & a qualifying question?”

20 20 We’ve Got Answers. “Engaging ” questions help identify an opportunity, need, want or interest. “How long have you had your phone?” “Qualifying” questions help identify the most appropriate product to satisfy those needs, wants or interests. “How many minutes do you currently use?”

21 21 For Example, the Following Questions Would Be Considered “Engaging” for Wireless: When a customer already has a phone: “How satisfied are you with your provider?”“How satisfied are you with your provider?” “What do you most like or dislike?”“What do you most like or dislike?” “How long have you had your phone?”“How long have you had your phone?” When it can’t be determined if customer has a phone: “Do you mind if I ask if you have a phone?”“Do you mind if I ask if you have a phone?” “Did you know that we have the ability to broadcast Sirius radio on your Sprint PCS phone?”“Did you know that we have the ability to broadcast Sirius radio on your Sprint PCS phone?”

22 22 These Questions Would Be Considered “Qualifying” for Wireless: “How would you like a much smaller phone?” “Did you know you can provide cell phones to family members with free mobile to mobile calling?” “How will you be using your phone?” (picture mail, internet, text messaging, etc.)

23 23 What’s Different? We engage the customer in questions to determine what product and features we should discussWe engage the customer in questions to determine what product and features we should discuss We no longer routinely provide everything we know about a product – we make the information we give relevant to the specific customer.We no longer routinely provide everything we know about a product – we make the information we give relevant to the specific customer.

24 24 Explain 5 Benefits for Your Customer

25 25 5 Benefits for Wireless: 1.Takes picture/video 2.Cooler, better phone, longer battery life 3.Free calls between family members on a family plan 4.Download ring tones and games 5.Satellite radio on Sprint PCS

26 26 What’s Different? We are talking about benefits instead of technical information.We are talking about benefits instead of technical information. We are talking about the features that are most relevant to this customer.We are talking about the features that are most relevant to this customer.

27 27 Show Your Customer the Product

28 28 FACT: Radio Shack Sales Associates demonstrate products to customers less than 20% of the time.

29 29 Show Your Customer the Products: Ask for the phone number to check eligibility for an upgradeAsk for the phone number to check eligibility for an upgrade Show a picture of the customer with a camera phone --- hand the phone to themShow a picture of the customer with a camera phone --- hand the phone to them

30 30 What’s Different? We need to show the customer the product much more often – 20% of the time is not often enough.We need to show the customer the product much more often – 20% of the time is not often enough. We need to let the customer hold the product which gets you a step closer to making the sale.We need to let the customer hold the product which gets you a step closer to making the sale. The customer’s psychological need to hold the product makes them feel they are one step closer to ownership.The customer’s psychological need to hold the product makes them feel they are one step closer to ownership.

31 31 Provide Top 5 Accessories to Enhance the Product Experience

32 32 Top 5 Accessories for Wireless: Car charger, leather caseCar charger, leather case Gold, Silver, Bronze bundlesGold, Silver, Bronze bundles JAMDAT card for gamesJAMDAT card for games RadioShack Service PlanRadioShack Service Plan Headset, extra batteriesHeadset, extra batteries

33 33 Accessory Skills Key Points of Emphasis With certain products (i.e. iPod) the add-on accessories are the primary means of making the sale profitable.With certain products (i.e. iPod) the add-on accessories are the primary means of making the sale profitable. Battery sales represent a significant portion of our profit margin. When ringing up a sale, try this approach: “I’ve picked up the batteries you’ll need for your (item purchased). Are there any additional batteries you need today?”Battery sales represent a significant portion of our profit margin. When ringing up a sale, try this approach: “I’ve picked up the batteries you’ll need for your (item purchased). Are there any additional batteries you need today?”

34 34 What’s Different? We are asking about accessories much earlier in the process.We are asking about accessories much earlier in the process. We will continue asking “use” questions as we walk them to the accessory area.We will continue asking “use” questions as we walk them to the accessory area.

35 35 Ask Your Customer to Buy

36 36 FACT: Radio Shack Sales Associates ask customers for the order only 16% of the time.

37 37 Closing Questions for Wireless: Which price plan would you like to go with?Which price plan would you like to go with? The rebate on this phone ends (Friday), you should take advantage of this special offer before it’s too late!The rebate on this phone ends (Friday), you should take advantage of this special offer before it’s too late! I think you will really enjoy this phone. Will you take it today?I think you will really enjoy this phone. Will you take it today?

38 38 Closing Skills Key Points of Emphasis Ask For the Order! Offer Accessories. “Mr. Brown, this headset would be ideal for your new phone. Would you like one for your wife’s existing cell phone as well?” Offer Alternatives. “Would you prefer the black or brown leather case to go with your new cell phone today?” Be Assumptive. “Which price plan would you prefer?” Act Now. “The instant rebate on this phone ends Friday. Would you like to take advantage of this special offer before it’s too late?”

39 39 What’s Different? We only ask them to buy 16% of the time – we need to ask them to buy every time.We only ask them to buy 16% of the time – we need to ask them to buy every time.

40 40 Golden Quarter Tools: Job AidJob Aid GQ TriviaGQ Trivia Skills PracticeSkills Practice

41 41 Job Aid Provides product highlights and suggested selling phrases for the four focus productsProvides product highlights and suggested selling phrases for the four focus products Helps reinforce product knowledge and improve closing skillsHelps reinforce product knowledge and improve closing skills Provides quick reference for new team membersProvides quick reference for new team members Value: Type value here

42 42 GQ Trivia: Provides active reinforcements of selling skills and product training.Provides active reinforcements of selling skills and product training. Provides a way for you to see how creative they are in using the selling skills.Provides a way for you to see how creative they are in using the selling skills. Provides a little competition.Provides a little competition. Provides a little fun.Provides a little fun. Value: GQ trivia is an interactive way to measure your associate’s product and selling skills knowledge

43 43 The Skills Practice Cards: Provides a mechanism for you to ensure your staff is performing the selling skills correctly.Provides a mechanism for you to ensure your staff is performing the selling skills correctly. Provides you with a mechanism to discuss specific skills with them.Provides you with a mechanism to discuss specific skills with them. Provides you with a feedback mechanism that is non-threatening.Provides you with a feedback mechanism that is non-threatening. Moves you from “grader” to “coach”Moves you from “grader” to “coach” Allows peer to peer coachingAllows peer to peer coaching Value: Type value here

44 44 Time to Practice!

45 45 Facilitating Your Meetings

46 46 Facilitating Your Meetings: Store Mangers – 3 hours Selling Skills – 1 ½ hours Introduction – 10 MinutesIntroduction – 10 Minutes Skills Overview – 30 MinutesSkills Overview – 30 Minutes Job Aid – 20 MinutesJob Aid – 20 Minutes Practice – 30 MinutesPractice – 30 Minutes

47 47 IntermissionIntermission


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