5 Minute Training

Knowledgeable sales advice

5 Minute Training

From the moment that you start your shift at De Refter you are on the stage. Every member of staff has their own part to play and must react to what he or she sees. For your customers, selling with your excellent knowledge of the beers plays an enormous part in your performance. Good selling is often simply a matter of daring. Dare to say something funny that makes your customers feel at their ease, dare to talk about the specialities on the menu, or dare to offer a customer a second cup of coffee as they enjoy our the sun on our terrace. For some this quality is part of their nature; for others it requires help from you. To be a good sellerTo be an effective salesperson you need a good knowledge of the products on offer in De Refter and to be in possession of sales techniques. Sales begin with good product knowledge, it enables you to radiate self-confidence and speak with authority to your customers.

Knowledgeable sales advice

5 Minute Training

Selling is not only about selling the product; you are also selling the experience. For example, when you welcome customers, you share with them your extensive product knowledge and this guides their choices. Always keep the 4 basic steps in mind during your shift.

• Be confident & feel goodBefore you approach a customer, focus on something you feel

good about• Smile

Smiling is very important and makes you more approachable• Mind your body language

Make sure you have a good bearing• Greet customers

Say good morning/good afternoon, good evening

Knowledgeable sales advice

5 Minute Training

Creating valueIn order to sell well, it is very important that you can anticipate what interests your customer and what they require. This allows you to focus their interest towards a product and it is therefore easier to sell. It is very important that you know what you have to offer and why the product might be interesting for your customer. Be sure that you know the features of the products in the De Refter and what the advantages are and what this could mean to your customers.

Product features: All of the features & specifications of the products.

Advantages: The positive features of the product contribute to the customer’s decision making. It is your selling point.

Example If a customer tells you that he hasn’t got much time for dinner, then guide him to the dishes on the menu that can be prepared quickly. You can suggest a drink even after the customer has chosen their meal. You can work with the customer in this helpful way.

Knowledgeable sales advice

5 Minute Training

Step 1 – Situation: What is happening? Good sales people are often compared to entertainers, you add something special to the customer experience and with your product knowledge and sales techniques you make a warm and welcoming environment.

• How can you ensure that the customers enjoy a welcoming experience and you can sell them the correct products?

• Which products do you know? Are there products that you aren’t yet familiar with?

• What are your experiences as a customer, where has the sales person has had a positive influence on your choices?

Knowledgeable sales advice

5 Minute Training

Step 2 - Team: How do you work? Making sales even with product knowledge isn’t easy for everyone. Some team members will have more experience than others.

• Explain one of the beer products in terms of its features & qualities.

• What experiences or examples can you share regarding successful sales?

• What is your critical success factor regarding sales and product knowledge?

Knowledgeable sales advice

5 Minute Training

Step 3 - Action: What are we doing today regarding product knowledge based sales? The best and most appropriate/practical solutions are integrated into our working methods. As a team come up with three actions that you all can take to improve product knowledge based sales.

Knowledgeable sales advice

5 Minute Training

Step 4 – Result: How can we ensure continuity of our standards and learn from our experiences? • How can we ensure that our new working methods are made permanent? You and your team can come up with solutions as you discuss the results of the training session.

• Split your team into pairs, after every shift they can give one another sales feedback. Give one another praise and tips. This builds self-confidence and by watching how others perform you can also look more critically upon yourself.

Knowledgeable sales advice