Customer experience management store managers - 04 june 09

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
 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
 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

Where do you use greetings?
 First point of contact
 Entrance
 Shop floor
 Till
 Aisle

Types of Greeting
Good morning/
afternoon/
evening
Namaste (with
folded hands)
Namsate “Thank
you ,please
come again”
“Thank you for
shopping with
us”

Essentials of a Greeting?
 Be genuine
 Smile from the heart, do not laugh
 Friendly gestures
 Smile, stand straight, make an eye contact
 Acknowledgement of customer
 Nod your head while Greeting

Process of Greeting A Customer

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
Enters Store
Approach
(Eye Contact)

Smile at the customer
 Try to put a natural smile
 Smile has to be genuine
Customer
Enters Store
Approach
(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
Enters Store
Approach
(Eye Contact)
Smile Acknowledge

Verbally greet the customer
 Namaste (pause) or Namaskar or Good
Morning/Afternoon/Evening
 Use a warm and friendly voice – be careful of
the tone of your voice
Customer
Enters Store
Approach
(Eye Contact)
Smile Acknowledge Greet
This should take within 0-5 Sec of Customer entry

Engaging – The 4 Step Process
 Hoshiyar - Alert and Attentive on the shop floor.
 Acknowledge their presence.
 Approach at the right time.
 Assist if needed
Interaction 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

Acknowledging the Customer
 Level 1. More than 10ft - When they are far
away
 we should smile and nod our head
 Level 2. Less than 10 ft - Near us
 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

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.

While we are Assisting:
 ….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

Opening Lines
 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
 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
 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

Role Play

Personal Appearance -
Grooming

Personal Hygiene
 Brushing teeth, regular bath, and mouth free
from odor, neatly trimmed nails
 Hair must be short and trim and properly
groomed
 Beards sideburns and mustaches must be clean
and neatly groomed
 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 ?
 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
 Body language
 Verbal
 Words, volume, pitch and tempo
Communication

Understanding the
Customers
Communication

Two ways we can understand
Customers
 Questioning
 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
 Open Ended
Communication

Closed Ended Questions
 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
 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?
 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

Reliance Fresh
Active Listening Techniques
 Pay attention.
 Show that you are listening
 Do Not Interrupt
 Provide feedback
 Answer rightly
Communication

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.
 Don’t interrupt with counterarguments unless
necessary.
Communication

Provide feedback
 Reinforce what has been said by paraphrasing
 Ask questions to clarify certain points
 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 Save
 New Money Proven
 Guarantee Health Results
 You Your Beautiful
Communication

Examples
 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
Handling different Customers

Village Customers - Characteristics
 Shy / Not comfortable
 Seasonal Buyers
 Cost Conscious
 Curious about products
 Judgmental about price and products

Village Customers - Handling
 Need to be guided
 Need patience
 Do not judge – treat equally with other
customers
 Build relationship with them

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

Town Customers - Handling
 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

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

Teenagers / young adults - Handling
 New promotions / offers / products
 Help Locating product
 Have information about product, price, quality,
how to use, maintenance, after sales etc

Elderly Customers - Characteristics
 Looking for attention
 Require help in accessing products
 Do not want to be rushed

Elderly Customers – Handling
 Reaching and locating products
 Carrying or lifting heavy products

Do you know your Job at Saagar?
 What are the areas of knowledge that you are
supposed to have?
 What are the products & services that we deliver
at Choupal Saagar?
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?

Steps in dealing with customer
queries
1. Greet customer
2. Evaluate query
3. Answer query

Greet the customer
 Make an eye contact with the customer
 Smile at the customer
 Acknowledge the customer
 nod to ensure the customer is aware of you
 Verbally greet the customer
 Namaste or Namaskar
 Use a warm and friendly voice

Understand the query
 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

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

When You Cannot Answer the Query
 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

Recap
 Receiving a Customer - Greeting
 Customer Interaction – The Five Step Process
 Personal appearance
 How to Communicate with the customers
 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. CSAs are Personable
2. CSAs make it Personal
3. CSAs engage with Purpose
Recap

CSAs are Personable
 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
 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:
 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

Scenario
Enact a situation where a Village Customer walks
into Choupal Saagar 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 Choupal Saagar 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

Contents
 Engaging – The 4 Step Process
 Understanding the Customer Needs
 Customer Needs
 Uncovering Customer Needs: Probing – Questioning Techniques
 Open / Closed Ended Questions
 Customer buying process
 The Sales Process
 Fulfilling Customer Needs
 Product Knowledge
 Features, Advantages and Benefits
 Demonstration
 Handling Objections
 Offer alternatives
 Add On / Up-Selling / Cross Selling
 Closing the Sales
 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

How do we Uncover needs
Through Questioning / probing techniques.
The goals are:
 To develop an understanding of a customer's
wants, needs, and desires.
 To develop the customer's trust in you
Question

The Structure to use for your Probing
 Open questions
 to encourage more detail and direction
 Specific open questions
 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”
 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
 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.
 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.
Understanding Customers

Five basic stages in Buying
 Recognize the Need
 Information Search
 Remove the Concerns / Evaluation
 Purchase Decision
 After / Post Purchase Evaluation

Recognize the Need
 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
 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
 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.

Why Sales Process is important?
 To achieve our Sales targets

The Steps of the Sales Process
1. Understanding Customer Needs
2. Fulfilling Customer Needs
3. Offer Alternatives
4. Handling Objections
5. Add On – Generating extra Sales
6. 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

Why is Product Knowledge important?
 Knowledge – provides clarity to Customers
 Helps in Overcoming Objections
 Strengthens your Communication Skills
 Boosts Enthusiasm & Confidence
 Knowledge means more sales

How do you acquire Product
Knowledge
 Information on the Product
 Product presentation by vendors
 Training Sessions
 Practical use

What should you Know About Our
Products
 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

Using Product Knowledge to Sell
Features, Advantages and Benefits

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

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

What are Benefits?
 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

Features Vs Advantages Vs Benefits
Feature Advantage Benefit
PVC Shoe (type of shoe material) Low cost and Water resistant
1. Customer can wear them anywhere and anytime
including in the farms.
2. Less money spent on repairs or maintenance
Wrinkle free Retains shape for long time
1. Need not to worry how to maintain your clothes
whole day
2. Easy to clean and maintain
Mercerized cotton Given shine to the cloth
1. Looks new all the time.
2. Become strong after the process – increases the
life of the fabric
Aluminum Pressure Cooker Faster conduction of heat
Low cost and light in weight 1. Cooks food quick – saves time and money on gas
2. Less strain for women as it is light weight
3. Cheaper cost of cooker
Bone China Crockery Shining look and strong
1. Permanent shining – need not to buy new
crockery time to time
2. Tough body when compared to local made
Crockery – durable

Comparing products during your
Selling process
 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

E.g. Comparing products
Virgin Plastic Ordinary 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
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

Demonstration

What is demonstration and Why to
demonstrate products?
 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

Demonstration Process
 Opening Lines
 Features to be demonstrated
 Let the Customer try
Opening
Lines
Features
Demons-
tration
Let the
Customer
Try

Opening Lines
 Begin with a Customers-Focused Statement
 Lines that reinforce confidence about the
product
 “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…..”
Opening
Lines
Features
Demons-
tration
Let
Customer
Try

Features to be demonstrated
 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
Opening
Lines
Features
Demons-
tration
Let
Customer
Try

SELL
 Show the product's features
 Explain its advantages
 Lead into the benefits for the Customer
 Let the Customer talk
Opening
Lines
Features
Demons-
tration
Let
Customer
Try

Let the Customer try
 Let Customers to try on themselves using the
product
 E.g. Handover the remote
 E.g. placing batteries in a toy
Opening
Lines
Features
Demons-
tration
Let
Customer
Try

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

How to Offer alternatives?
 '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

Handling Objections

What is an Objection?
An objection is anything the Customer says for not
buying the product

Why Customers object?
 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

Steps in Handling Sales Objections
 Listen Carefully
 Agree with them
 Separate the Objection
 Propose a Solution
 Answer the Objection
 Confirm your answer

Listen Carefully
 Use active listening techniques.
 Don't be quick to address every question he raises.
 Give him time; encourage him to tell you the whole story
behind his concern
 Agree with them

Agree with them
 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.
 Agree with them


Separate the Objection
 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.
 Agree with them

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?"
 Agree with them

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
 Agree with them

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?
 Agree with them

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.

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

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

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

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

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

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?

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?”

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

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

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

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

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

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

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

When to do Add On / Up-Selling /
Cross Selling
The moment he communicated his purchase
decision on primary article

Steps to follow for Add On / Up-
Selling / Cross Selling
 Build confidence in Primary purchase
 Pick the right time
 Show that you care
 Don't push your Customers to buy

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
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

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
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

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 Techniques
& Examples
Closing the Sale

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

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

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

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

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.

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

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.
Taking Feedback
Thank your Customers
 Be sure to thank the customer for taking the time
to give their comments

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

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

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

How to become a
Successful CSA

Contents
 The Seven Deadly Sins of CSA
 10 Golden rules that will make a
successful 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
freshener) after eating onions, spicy
food or
smoking a cigarette
when you smoke on the way your
customer walks by to enter the store
when you correct your colleagues who are
making these mistakes at store
when you fail to contribute new ideas about
how the store can improved
when you say that contributing to the
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 job but never leave
when you like your job and meeting your
targets 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 time
They don’t remember you at all 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

Customer experience management store managers - 04 june 09

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