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Services Industries Skills Council
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Contents
This guide has been designed to help you develop the skills and knowledge required to build
relationships with customers. It covers the following elements of competency:
Your supervisor or trainer will inform you how and when learning activities are to be
completed. For instance, your supervisor or trainer may request that all learning activities are
to be documented in a separate workbook, thereby completing a portfolio of evidence, which
you will be able to refer back to, or add to in the future. This will become a valuable tool in
helping you to evaluate and improve your performance.
This unit applies to senior sales personnel. You will be required to provide accurate product
information to customers by developing and maintaining your expert product knowledge.
You will also be required to use your expert product knowledge to communicate, build
positive relationships with customers, plan and implement sales presentations, provide post
sales support, and resolve complaints.
In order to achieve competency in this unit, the learner must demonstrate the ability to:
build a return customer base through building rapport with customers, expressing
genuine interest in their requirements.
maximise sales opportunities by clarifying customer needs and preferences, using
add-on and complimentary sales techniques and effectively closing sales.
maximise customer interest in products and services by providing accurate product
information, providing details of supplier or manufacturer information and
demonstrating features and benefits.
accurately calculate and negotiate prices and discounts, offering payment or credit
options according to store policy.
provide post sales support to customers, including back up services and store or
salesperson contact details.
accurately enter customer and transaction details into customer database. Maintain
the database and use this information to inform customers of products, services and
loyalty schemes.
plan and implement sales presentations which reflect product characteristics, client
group, store merchandising policy and promotional materials.
create interest by using effective communication, demonstration and briefing support
staff.
produce positive outcomes when dealing with difficult customers by acknowledging
complaints, using questioning and active listening techniques, develop customer
confidence, and establishing a mutually acceptable resolution.
About assessment
This guide contains a range of learning activities that support you in developing your
competence. When completing these activities, it is important to gain feedback from your
supervisor or trainer to ensure you are developing the skills and knowledge that are particular
to your workplace. Your trainer may use all or some of these learning activities as part of your
assessment, or modify them to suit your workplace.
For valid and reliable assessment of this unit, a range of assessment methods should be
used to assess practical skills and knowledge.
The assessor should inform you of the timing and location of your assessment. If you feel you
are not yet ready for assessment, discuss this with your supervisor or trainer.
Additional resources
The following resources provide access to information which can support you in completing
the learning activities in this guide. The resources can be accessed through the Web, public
libraries or collections held in your workplace, or by the RTO you are enrolled with to complete
your training.
You should also maintain your own list of any additional resources.
Books
Malouf, Doug 2001, How to sell stacks and stacks of anything, Business + Publishing,
Warriewood, NSW.
Sjodin, T.I. 2000, New Sales Speak: The 9 Biggest Sales Presentation Mistakes and How to
Avoid Them, John Wiley, New York.
Stanley, John 1999, Just about Everything a Retail Manager Needs to Know, Plum Press,
Toowong.
U.S. site with reference information on a wide range of topics relating to the retail industry,
including: career information, retail news and education.
If you show the customer that you have a genuine interest in their needs/requirements, and
demonstrate your stores credibility, you will go a long way towards establishing a sound
professional relationship.
How do you go about establishing a rapport/relationship with customers visiting your store?
The customers experience will be determined by several factors. These can be classified
under the following headings:
Personal
Professional
The qualities of the store you work in
It is most important that you provide a quality experience for your customer in each of these
areas.
Every customer that enters your store is an individual. As such they will have different
expectations of you and the store that you work in. One customer may scrutinise your store
for cleanliness, whilst another may be looking for a superior product range. Other customers
may look at you the salesperson and form an impression, based on your tidiness and
knowledge of the products.
1. Personal
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2. Professional
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3. Store Qualities
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
Ask your coach/trainer to tell you the policies and procedures you must follow and write them
in the space below:
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Discuss the following question with your coach/trainer and write your answer below.
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Your customers will expect you to have a broad knowledge of the goods and services that you
are selling, so that you have a firm foundation for appraising the products available and
recommending the most suitable product/s.
Your professionalism will also be measured by your understanding of your stores systems
and procedures, your honesty and your positive attitude. Your professionalism will grow with
your work experience as well as training.
Knowledge of who to ask for help in your workplace, should you encounter a difficulty is most
important, as well as a willingness to learn and grow professionally from this person.
Name a person in your workplace who you could approach, should you encounter a difficult
question
Name:
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Position in Store:
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By being open and honest with your customers, you will go a long way toward establishing
credibility in your customers mind. This credibility will lead to a level of trust and confidence
in you as the salesperson, and therefore in your store.
You enter a poorly-lit gift shop, as you had read their product catalogue beforehand. The shop
appears cluttered and untidy. Automatically, you begin thinking about how it could be
improved. The salesperson is busy serving another customer, and appears oblivious to you
entering the store.
Looking around the store, you notice that many of the shelves that stocked the catalogue
items are empty and very mixed up. After ten minutes you finally gain the salespersons
attention and ask about a number of the advertised items. The salesperson appears
indifferent; not rude but not friendly. She asks which item you are interested in. You explain
that you are interested in the Lava Lamp for $90.00, however the shelf is empty. You ask
about the possibility of ordering one and getting it in two weeks time. You also ask if it will
still be the $90.00 catalogue price.
The salesperson promises you it will be at the store in two weeks time and it will still be the
catalogue price. You seek reassurance as two weeks is the date of the 21st and you cannot
go to the party without the lamp. You also mention that two friends are each contributing
$30.00 so $90.00 is the budget for the present.
Two weeks later you arrive at the store. The Lava Lamp is there (much to your relief), and
actually has been for four days. When you go to pay you are charged $115.00. You explain
that the other sales assistant promised you could have it for the catalogue price, $90.00. You
are told that she had no right to do that, the lamp is $115.00. This puts you in an
embarrassing situation with your friends, so you pay the extra $25.00 yourself, in order to
have the gift for the party that night.
In the space provided, rewrite the scenario, turning it into a positive scenario for the
customer.
Shopping scenario
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
Your first question of the customer should be non-threatening and open. This will help the
customer to feel comfortable, and trust that you will not be pushy.
Salesperson: Good afternoon. I see you are looking at our new range of cutlery. Which style
do you prefer?
Customer: They are all very nice.
Salesperson: Is the cutlery to match a dinner set?
Customer: Yes, its a Blue Willow style.
Salesperson: The blue would match as well as the white, what do you think?
Design a logical questioning technique as above for a product that you sell in your store. Use
the space provided.
Salesperson:
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Customer:
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1. Open Questions:
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2. Closed Questions
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3. Reflective Questions
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
Listen actively
During a sales discussion, listening is very important. If you listen carefully, you can ask
relevant and appropriate questions and gain your customers confidence. Listening carefully
requires concentration on the emphasis the customer puts on words in order to interpret
their meaning.
As the customer gives you information, let him/her know you have heard what has been said.
This can be done by:
Nodding your head
Reflecting on what is being said, for example, yes, I understand.
Maintaining good eye contact.
In the space provided below, write down what you think the two main needs are:
1.
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
Show empathy
In order to show empathy for your customers needs, you will need to really tune in to what
your customer is saying, and how he/she is saying it. Following the points above on listening
will help you to develop an empathy with your customers.
Be reassuring
Many customers will seek reassurance from you on the purchase they are about to make.
Examples of points they seek reassurance on include:
After sales service
Quality of the product purchased
Price of the product.
As a salesperson, you should offer this reassurance in an open and honest way. Do not under
any circumstances make any promises that you cannot keep.
Listening to what your customer says will give you indications of the need behind the
purchase. Identifying these and confirming the needs with the customer of these will ensure
that the appropriate benefits are highlighted to the customer.
Selling add-ons
In most retail environments there are many opportunities for selling add-ons. Selling add-ons
is a matter of thinking on your feet.
Batteries Radio
Book-mark Book
Conditioner Shampoo
Complementary
Product name How you will introduce
products/services
1.
2.
3.
Complementary
Product name How you will introduce
products/services
Once the customer has indicated to you that you have met all of their needs at this moment,
it is time to give them a little time or space so that they can evaluate their decision to
purchase.
Every customer will require different treatment with respect to this. Some may require a lot of
time whilst others will need very little.
The customers actions will indicate to you the way they may be feeling. Strong buying signals
could include:
reaching for a wallet/purse
carrying the items towards a counter
exhibiting possessive behaviour toward the item(s)
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1. Direct Order
This involves asking a direct question, eg So would you like to take these now?
2. Active
This involves the customer by involving them with the merchandise. For example, it could
involve handling the goods or practising using the product.
3. If
This involves letting the customer decide one step at a time, e.g. If you wanted to take the
computer now, we can order the printer and you could collect it next week or If you wanted
to take one now to try it out, we can put the others away for you.
4. Alternative
This involves offering the customer a choice, for example, will that be the size 12 or the size
14?
5. Difficulty
This involves advising the customer of deadlines such as the end of a sale or the limited
supply of goods. For example, we only have one in stock, and its a discontinued line so we
wont be able to get any further stock at this stage.
It is very important that you use this technique only when a deadline truly does apply you
must take care to tell the truth.
6. Assumptive
This involves assuming that the customer will buy and offers further advice or a related
product or service. For example, would you like me to wrap that for you? or we can alter the
trousers for you. When would you like to pick them up?
Being positive during the closing of a sale and using positive closing techniques will save
both you and your customer time.
1.
2.
3.
4.
Your ability to provide correct and accurate information will depend upon your level of
knowledge; you will also need to be familiar with your stores policies and procedures in these
areas.
A warranty or guarantee may become a powerful advertising and marketing tool because it
shows that you believe in the products that you sell.
It is important that you make your customer fully aware of the fact that a Warranty or
Guarantee covers the product that they may be interested in.
You also need to explain to your customer in detail what this means for them.
2) Implied warranty: This is a guarantee that the manufacturer will ensure that every
product provided is suitable for the purpose for which it is sold. Under the Sale of Good
Act and the Trade Practices Act the implied warranty states that a store that sells
products, other than at auction, is automatically implied into a contract between the
seller and the purchaser.
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Implied warranty
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2. For one of the products covered by an express warranty, specify any terms and
conditions attached to the warranty.
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It is very important that customers know exactly what their legal rights are if they have
purchased a product covered by a warranty or guarantee.
When explaining to a customer at the point of sale about the warranty or guarantee, it is
important that you are as honest and truthful as you can be, and that you keep within legal
requirements, as well as your stores policies.
Should the need arise and a customer returns a purchase that is under your warranty or
guarantee, it is vital that you possess the skills to accurately appraise the item and provide
advice.
Each retail store, as well as having legislative regulations, will have their own internal policies.
Ensure that you are aware of what these regulations are and that policies are in place to
address such situations should they arise.
2.
3.
Michael recently bought a CD player from his local major department store. On the day he
bought it, he noticed the tracks kept jumping. He took it back to the store immediately and
they replaced it.
Two months later the replacement CD player started doing the same thing. Michael once
again took it back to the store, along with his purchase docket, and asked for it to be
exchanged again. The shop assistant explained that this was not policy after the period of
time that had elapsed, however, the CD player was still under warranty and she would
happily send it back to the supplier for repair.
One month and several telephone calls to the store later, Michael is still without his CD
player. He returns to the store in a grumpy mood and demands to know the name of the
supplier who has his CD player. He is sick of the hold-up and wants to go direct. He is angry
at the department store also, as he does not believe they have been as helpful as they could
have been. The sales assistant whispers to Michael that it is against company policy, but if
he keeps quiet she will give him the phone number.
1. What could the store have done to alleviate Michaels anxiety, and prevent him from
getting so angry?
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2. What are the consequences of the sales assistant giving out the suppliers phone
number against store policy?
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3. How would you approach the sales assistant about her inappropriate action?
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
This requires that you have a high level of product knowledge and a good understanding of
the needs of the customer.
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Some questions may not be relevant to some products but the bottom line is that if you can
answer the above questions you know your stock.
A benefit, on the other hand, is what a feature of the product can do for the customer and
how easily it can be used. There may be more than one benefit for each feature.
As a salesperson, you convert features into benefits for the customer to maximise the selling
potential of the product.
In order that you convert these features into benefits, you need to make up a benefit
statement.
The dishwasher has a super-silent motor which means that it will not make noise which
interferes with the household. It has many programs so you can choose the cycle depending
on how dirty the dishes are. Its two separate drawers mean that you can do a small load only,
and not waste power and water.
The statements in bold indicate the types of comments that you can make to convert
features into benefits.
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One means of doing this is to provide them with information on how you can make the
purchase more affordable or convenient. The methods you could use include:
negotiating prices or discounts
advising the customer of payment or credit options offered by your store
Your store will have its own policies and procedures on negotiating price.
Some of the options available include:
matching competitors price
offering discounts for cash payment
offering discounts upon request
If you are involved in negotiating prices with customers, you will need to have a strong
understanding of your stores pricing policies and margins.
It is also necessary that you are fully aware of the available payment options. Some of the
payment options may include lay-by, credit card facilities, or interest free terms.
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It is most important that the pricing of goods in your store that are on sale are correct and
clear to the customer.
The pricing of goods starts with the markup and margin (or estimated gross profit).
Markup
Markup is the amount that is added to the cost price of goods to give a selling price that
meets the stores profit requirements. In retail, profits are only made through selling, so the
markup must be high enough to provide for all expenses of operating the store, plus profit. A
good example is as follows:
The profit then depends on how much in excess of $55,000 Glen can sell his shoes for.
Discounts
If a product has been discounted, it is usually because the retailer has been able to access a
special price (maybe the store received a quantity discount). Calculating the real price would
then include:
$47,500
It is relevant to note that discounts are taken off before freight is added.
Discount to Customers
In line with store policy, the retailer may at particular times offer discounts to their customers.
A particular line may attract a 10% discount. The item may be $150.00, and thus with a 10%
discount it would be $135.00.
1. Glen at Glens Shoes sells black leather boots for $49.00 a pair. He bought them for
$22.00 a pair. What % is Glens markup?
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2. On Tuesday afternoon, Glen will be offering a 13% discount on these boots. How much
will they cost with this discount on Tuesday afternoon?
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
While you may be ready to begin closing the sale, the customer may have various questions
about the item you have been attempting to sell. These questions could include:
the price
the style
the colour
after sales service
To overcome these customer anxieties, it is necessary that you gain the customers
confidence and assure them with regard to their doubts.
Customers, particularly when buying an expensive item, may want to know the fine details
regarding after sales service and support.
In line with your store policy, make sure you can provide your customer with as much
information as possible with regard to after sales support and service. Customers will expect
guarantees and warranty information explained to them in detail.
It is vital that you take a little extra time to convince the customer that they have made a wise
purchase decision. Most customers enjoy this support.
Price
Style
Colour
Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
Delivery Specifications
Once the customer has purchased their item(s) from you, they may require that the purchase
be delivered. The customer may wish the item(s) to be delivered to a number of places,
including their home, business, or that of a friend, family member, work colleague or
acquaintance. It is vital that you get the delivery specifications right and in place with your
customer in order to complete the sale and leave the customer with an excellent last
impression.
The delivery documentation that you will write out for your customer should include:
delivery address
sender
item(s)
quantity
It should also have any particular details about the delivery, for example, it could be fragile
and may need to be marked as such. Sometimes deliveries can only be made at certain
times, this also needs to be noted.
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It is part of your good customer service that you explain this paperwork to your customer in
detail at the conclusion of the purchase. A customer will always feel reassured by the offer of
a warranty or a guarantee.
1. By offering a warranty or guarantee, how do you think your customer would feel about
their purchase?
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2. Does your store have particular policies with regard to warranties and guarantees? If so,
provide a brief summary.
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Depending on the type of store that you work in, and the items that you sell, it may also be
relevant to follow up the customer to seek feedback on their purchase. This however is once
again subject to your store policy.
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There are a number of ways that you can add to your stores customer database. Databases
can be kept on computer, or smaller business may have manually kept databases. The
database may include details of the customers:
transaction record
name, address and contact number
birthday
In some stores, customer databases are expanded upon by the use of competitions, and
business card draws.
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Accurately communicating information to your customers requires that you understand the
features and benefits of the product. In presenting a product you need to convince the
customer of what the product will do for them, that is, what benefit they will gain. It is vital
that you plan your sales presentation to complement the product characteristics including:
features and benefits
price range
target group
Scenario:
You are a customer in the market for a microwave oven. You have heard from a friend that
your local electrical store is giving a sales demonstration on a particular brand of microwave
at 3pm on Wednesday. You ring the electrical store and inquire about booking in and are
told not to worry just turn up.
You arrive at the demonstration five minutes early and find a very overcrowded room full of
people. There is not enough seating, and all the give-away handouts have been taken. As you
have taken time off work you decide to stay and squash in.
During the demonstration and sales presentation you note that the salesperson is struggling
with a few questions, for example, what capacity is the microwave? What does convection
mean? Are microwaves dangerous?
You sit listening, disbelieving that anyone could be so disorganised for a presentation. The
final insult to you the potential customer comes when you put your hand up and ask how
much will the microwave cost me?. The salesperson stuttered, looked around for assistance,
but couldnt find any. Eventually she answers Im sorry, but Im not really sure how much this
store charges. You, along with at least eight other people, all stand up and leave the
presentation in disgust.
1. What do you see as the first mistake of the store?
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In the space below, re-design the scenario as a positive experience for the sales
presenter/demonstrator.
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
The store that you work in may well have policies in place as to invitations to sales
presentations. Some larger stores use their store credit card holders as a starting point and
invite people to presentations periodically. Smaller stores may invite their frequent
customers. Other stores may advertise particular presentations and invite people to book
and attend.
A good example could be the yearly fashion parade of a top designer womenswear boutique.
This parade may be held on three occasions, over three evenings, however, opening night
has probably been reserved for frequent customers or local identities.
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If you are planning a sales presentation, promotional brochures or pamphlets are a useful
tool. These provide key product information and the customer can take the printed material
to examine further following the presentation. Additional information specific to the product
demonstration can also be inserted.
If you look back at the microwave scenario, the initial problem of overcrowding could have
been avoided by something as easy as a promotional pamphlet with a return booking slip.
Potential customers could have been offered a choice of time-slots, and a spiel about the
microwave could have been included on the pamphlet.
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2. How would printed promotional material assist you in your sales presentation?
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3. How would you obtain promotional brochures/ leaflets on this product for your sales
presentation?
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4. What quantity of promotional material will you require for your sales presentation?
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When deciding on products/services for a sales presentation, the following need to be taken
into consideration:
types of products/services
styles
sizes
colour
prices
The stores image, the locality of the store and the stores merchandising plan also need to
be considered when selecting goods for sales presentations.
The preparation of products and services for presentation also needs to be considered. For
example, if you were organising a fashion parade, you would need to ensure that the clothes
were clean and pressed, and that they were packed appropriately for transport.
Other considerations in preparation may include organising models to attend fittings, power
supply, audio equipment, music or props. At all times, you should consider the image of the
store, and aim to present the product to its best advantage.
Outline what preparations need to be made to ensure that the sales presentation is effective
and achieves its targets.
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If you are organising a sales presentation, and you have support staff on hand, make sure
that they are adequately briefed as to their role either in the presentation or behind the
scenes. For your sales presentation, support staff may be able to help you in a number of
ways including:
Helping with the actual delivery of the presentation.
Participating in a role-play situation with you.
Welcoming your audience and making them comfortable.
Copying of relevant information.
Distribution of relevant information.
Completing sales of product at an attached point of sale.
Acting as crowd control / usher.
Technical support.
Depending on the type of sales presentation that you are giving, the amount of support you
will need may vary. However, nothing could be more disconcerting for your audience than
someone on your sales team being totally unaware of what you are talking about.
Jenny has prepared for the event by obtaining promotional material from the manufacturer,
and she has set up a computer with a working copy of the software on it. The screen display
will be projected onto a large screen so that everyone in the audience can see what is
happening.
When the store closes on Monday night, Jenny checks her equipment and notes, and feels
confident that she is well-prepared. She says goodbye to all of the other staff members and
goes out to deliver the presentation.
The audience of retailers starts to trickle in, and before long it is full. Before she is about to
start, Jenny notices that about ten members of the audience are standing. There are not
enough seats. She cant see any other chairs nearby, and she has to walk to the food court at
the other end of the centre to find additional chairs and bring them back.
Feeling a bit flustered, she finally commences her presentation at 6.10pm, ten minutes after
the scheduled start time.
Her presentation goes well, and at the end she invites the audience to come up and have a
closer look at the system, and to have a chat with her and ask any questions.
More than twenty people gather around the computer set-up, eager to try out the system for
themselves. Jenny helps the first retailer, guiding them through the system, while the others
watch. Another customer asks her a question and she starts to answer them, but is
distracted by the need to adjust a setting on the computer. After a few minutes she gets back
to the question. Some of the retailers start to look impatient and bored, and people start to
leave, thinking that shell never get to their question. Before she knows it, her large group of
interested people has dwindled to just three.
Support staff
1. How could support staff have helped make Jennys sales presentation more effective?
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2. How many support staff would Jenny have needed, and what would their responsibilities
have been?
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3. What information would the support staff have needed in order to be effective in their
roles?
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
It is necessary to have a clear understanding of your goals and objectives, as this can mean
the difference between a successful and an unsuccessful presentation.
Overall, good communication skills and a positive sharing attitude will make a sales
presentation more successful. It is important that your communication skills are applied
effectively during a sales presentation, these should include:
creating interest
focusing attention
encouraging interaction
Creating interest
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Focusing attention
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Encouraging interaction
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The demonstration of products and services should be conducted in order to create a buying
atmosphere. Ways of doing so include:
providing excellent product knowledge
creating an active interest
demonstrating the features and benefits of the products/services
providing honesty and friendliness
providing a good knowledge of pricing, payment options
providing information on guarantees and warranties
The key issue is to demonstrate the product in such a way that customers can see its value to
them, and feel secure in the knowledge that the product will perform well and be good value
for money.
Unlike making sales to individual customers, you are unable to question customers to
determine their needs when conducting a sales presentation to a group. In this case, you
need to draw on your sales experience in devising benefit statements that will apply to a
range of individuals. You can do this by appealing to common rational and emotional needs
(for example, looking attractive, being free to spend more time with family and friends,
reducing time and effort on boring tasks).
Consider all aspects of a buying environment, including creating interest in the product/s,
features and benefits, the appearance of the presentation area and your communication
techniques.
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Scenario:
Kelly is leading a sales presentation on imported ovens to a leading kitchen company who
wants to buy 12 ovens for their showroom.
Kelly has determined beforehand that she could win this sale, if she can actively promote
each oven openly and honestly. However she knows that the German model has the highest
profit margin.
Kelly decides to firstly show the features of each type of oven (there are four types in all) and
then promote the benefits. Kelly has decided that she will be happy to win the sale, but would
be ecstatic to win the sale with the German ovens. She decides she needs to give the
German ovens a little extra push.
Kelly discusses this with her Sales Manager, and gets the best possible price. She also puts a
little extra research into these ovens in order to promote them to the best of her ability.
Kellys techniques all fit into the stores sales protocols, and she is well prepared for her
presentation.
Kelly undertakes her sales presentation and has great success. She managed to sell 12 of
the German-made ovens to the kitchen company, thus keeping her well in line with her
budget figures. Kelly believes she has earned her sale, as she was well-prepared, had most of
the answers, and was received very well.
In being self critical, Kelly believed she possibly should have been a little more aware of the
griller option in the Italian model, which seemed a little more sophisticated than the German
model. Kelly thought this may have cost her the sale had she not talked her way out of it; she
felt a little lucky in this respect.
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3. How would you apply the results of Kellys presentation this time, to any future sales
presentations she may perform in the future?
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4. Explain in the space below your stores policy on evaluation of sales performances, for
example, adhering to budgets.
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There are legal requirements as well as individual store policies with regard to customer
databases. Once customers have entered your database, usually as a result of purchases
made at your store, you are able to keep them informed with regard to further sales
opportunities etc. However, you also need to maintain customer confidentiality, and to take
care in how you store and apply this information.
It is in the interests of the store to maintain customer trust; if customers cannot be sure that
their information will be confidential, they will be reluctant to provide details for a database.
1. Legal Requirements:
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2. Store Requirements:
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Every retail outlet will have its own method of securely storing customer records. Some
examples could include:
using a computer system with security password
securely locked filing cabinets
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Some stores have special shopping events for these customers, others offer one-on-one
service with the same staff member, whilst other stores offer better discounts. Some stores
use their customers purchase records to identify their buying patterns in order to target new
release and special offer information more effectively.
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Customer records can contain information on previous purchases which will assist you to
identify the interests of your customers, and offer them information on products which may
be of possible interest.
Following are three examples of how database information might be used to offer targeted
information to customers:
1. Mrs. Hamilton has a passion for china ornaments of a particular brand. The store she
shops in is well aware of this, as a result of her many previous purchases, and they
regularly e-mail her to advise her of any new incoming stock. Mrs. Hamilton enjoys this
customer service, and whilst she doesnt always buy, nor does she feel obliged to, she is
well abreast of the range. Recently Mrs. Hamilton brought her daughter to view a piece
that she would like for her 50th birthday.
2. Craig is a regular customer at his local bookstore. Using the bookstores database, Jenny
is able to find that Craig usually purchases crime novels. This enables her to identify him
as one of the people she will invite to attend an exclusive promotional appearance by a
visiting American crime writer.
Using this supermarkets database, Rob identifies that Urvashi has a regular pattern over
several months of purchasing baby products such as teats for feeding bottles, infant formula,
and baby wipes. Based on this information, he decides that she may be interested in an
exclusive new range of disposable nappies, which are being offered as a two-for-one
introductory offer during the month of June.
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If the store that you work in has not embraced this idea, can you suggest how they could do
so effectively?
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You may also assist customers from various social, cultural or ethnic backgrounds.
Customers will also have varied physical and mental abilities. Your range of customers will be
diverse and you will require many specialist qualities and techniques to deal with this
diversity.
Dealing with difficult customers with the aim of retaining them as customers is vital to your
retailing success.
In almost all cases of customer complaints, the customer honestly believes that they have a
legitimate problem. Handling all customers with problems tactfully and thoughtfully is critical
to retaining them, regardless of the way they choose to make you aware of the problem.
When acknowledging an angry and unhappy customer, it is important that you deal with both
parts of the problem: the emotion and the facts.
It is important to defuse the emotions, as these are often what make a customer appear
difficult. Only when the customers emotions have been acknowledged can you really
address the facts.
In dealing with your difficult customers, it is important that you adhere to the following:
Focus on the customer by maintaining eye contact
Show that you are listening, e.g. nod your head, have an open, non-defensive body
posture.
Listen to feelings and facts
Do not interrupt
If you dont understand, ask for clarification
Summarise in your own words to clarify your understanding.
It is important that you help to reassure your customer and that you remain positive.
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Check possible answers and examples at the back of this guide in the section Learning
Activities: suggested answers.
There is a four-step strategy that can be used to deal effectively with problems. This strategy
is called AQUA. This acronym stands for:
Acknowledge
Question
Understand
Answer
By acknowledging your customers complaint, you are encouraging them to verbalise their
issue. Using active listening techniques is part of this acknowledgment. Active listening
includes:
nodding your head in response
verbal acknowledgements
leaning forward
making good eye contact
looking interested
maintaining an open body posture
remaining calm and involved
not interrupting.
Once you have listened thoroughly to your customers difficulties, you are ready to move onto
the second part of the AQUA acronym, which is question.
It is important to make appropriate use of open and closed questions in order to gain an
accurate understanding of the issues.
Whilst questioning, it is also vital that you again listen to your customers answers.
To show your understanding, it is useful to clarify the customers issue. This can be achieved
by putting the issue into your own words, and providing an opportunity for the customer to
respond.
Your answer, or solution to the problem, is the strategy that you propose to the customer to
gain a positive outcome. Your answer should always be within store policy, and should aim to
get the best possible outcome both for the business and the customer.
In the space provided, briefly explain the situation and how you could have used AQUA.
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Showing confidence in yourself and your answers plays an important part in whether the
customer accepts it. By maintaining eye contact, speaking clearly and confidently you will be
well on your way to developing this confidence.
Follow up at a later stage is also a good idea. It may be a telephone call to the customer to
make sure they are happy with the outcome, or to thank the customer for bringing the
problem to your attention.
By successfully dealing with difficult customers, they could turn into your most loyal
supporters. It is certainly worth the investment of your time and effort.
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Customers expect a fair hearing of their problem. If your store offers a reasonable
explanation and demonstrates concern and tact, the customer should generally respond in
kind.
If the problem has caused a great deal of concern, maybe some kind of value-added
compensation could be organised. This of course would be in line with your stores policy in
this area.
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Many of the learning activities relate directly to your workplace. Where no suggested answers
are provided, you should discuss your answers with your coach/trainer.
Personal
cleanliness
tidiness
friendly manner
smile
interest/empathy
Professional
product knowledge
speaking tone
listening skills
professional store culture
professional ethics
Store Qualities
well lit
good atmosphere
well organised
clean and tidy
inviting
Learning Activity A2.1: The shopping scenario
You enter a well lit shop, which is clean, tidy and uncluttered. On entering the Store, the
salesperson acknowledges you in a polite and pleasant manner. The shop is well stocked
and the ticketing is very good. You speak to the salesperson about the advertised Lava Lamp
on Sale for $90. She is most apologetic and explains that the Lava Lamp has actually sold
out, however, she could get another one very quickly, and certainly before the birthday. You
ask politely about the Catalogue price, and on ordering you are given a raincheck voucher.
You are promised the lamp in 14 days.
12 days later the store rings and lets you know your lamp is in and ready to collect.
Closed:
Do you prefer pink or blue?
Do you like dance music?
Will you need these items to go into the dishwasher?
Open:
What sort of product are you looking for?
What sort of music do you like?
Do you have any special requirements?
You should also discuss your answer with your Workplace Coach/ Trainer.
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