retail excellence mizollino edition

Chapter 5 Retail Excellence

1. Have fun

2. Play Games

3. Contribute

4. Think Different

5. Create

Retail Excellence Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.

Excellence Rules Your Career Your Goal Contents Mystery Sales Basics Smart Sales Offering CE Follow Up Creativity

Session Rules

Excellence Retail Excellence A- Your Career As start you should ask your self 4 questions?

1- Who am I? 2- What am I good at? 3- What are my interests? Skills? Values? 4- What can I do with my degree and my qualifications?

Then Your Next Step.. Discover who you are by, engaging in one or all of the activities then:

•Explore your options •Choose your direction •Take action •Re-evaluate your plans •Achieve your objectives


Excellence Retail Excellence B- Your Goals How to Set Goals? 1. You have to decide what you want first of all

2. Have a good plan of attack

3. Start small, but keep walking

4. Set goals in small, complete with time and dates

5. Be positive when stating your goals

6. Spread out your goals

7. Don’t underestimate yourself

8. Remember that some fears are unfounded

9. Write it down - Affirm it

10. Plan ahead, so you can get ahead

Always Remember that..

Success Is just the Beginning The price of success is hard work, dedication to the job at hand, and the determination that

whether we win or lose, we have applied the best of ourselves to the task at hand


Excellence

Retail Excellence

Mystery Sales Basics

Smart Sales

Offering CE Follow Up Creativity

Retail Excellence Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.


C- Contents

Excellence D- Mystery Shopper Criteria


D-1/ What is the Mystery Shopping?

Mystery shopping is a tool used externally by market research companies or internally by companies themselves to measure quality of service or compliance to regulation, or to gather specific information about products and services. Mystery shoppers perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way, and then provide detailed reports or feedback about their experiences.

D-2/ Why do we use Mystery Shopping?

•It gives accurate data and evaluation for employees at the retail, as they act normally with the mystery shoppers unlike during audits. So all the values should reflect the actual customers’ experience. •It monitors employee compliance with procedures •Mystery Shopping is considered as a very efficient tool to:

1. Improve customer service 2. Enhance employee sales ability 3. Reward valuable employees 4. Identify training needs 5. Measure the gap between expectations and the actual delivered performance

Excellence Excellence Rules Your Career Your Goal Contents Mystery Sales Basics Smart Sales Offering CE Follow Up Creativity

D-3/ Scoring Section (Greeter – Floor – Terminal – Display - Sales Representative - Sales Call)

1- Greeter

Section Description Ideal Case

Greeting No single answer is an obligation on the greeter, but

here is a Range of answers for the cases that take full

mark

يا فندماتفضل

صباح الخير أو مساء الخير ايه الخدمه اللى اقدر اقدمها

لحضرتك

Smile The smile that the greeter meets the customer with If the agent Smiles he will take a full mark,

if a normal look or nodded his head he

takes 2 out of 5, if he gives a bad look, the

agent takes zero

Attitude Being Friendly, patient, helpful, and professional The highest score is for those who apply

the 4 criteria mentioned in the description

Appearance Uniform, nametag & shaved (Males) and professional

and simple veil (Females)

Check the description

Number

Insertion

Number insertion Correctly for the customer to make

segmentation for higher value customers

Number inserted correctly

D- Mystery Shopper Criteria



2- Floor

Section Description All terminals

are working

According to the input from work force, only 1 terminal is allowed to be empty in stores having

more than 2 terminals, so we take this terminal as an allowance, in addition to another terminal

in case of big stores "7 terminals" for breaks

If the MS Agent is handled directly, the store takes the full mark, regardless the rush

If the MS Agent stays in the waiting area for a while, he starts to count the empty terminals and

deduct from the scoring

Look and Feel The Q system must be audible calling for the Q-ticket and mentioning the number of the terminal

Store Music Store fixed music playlist should be on

Clean Floor The floor of our stores should be clean, of course in front of the store's door we make a little

allowance, but we focus more in the waiting areas and the rest of the store.

Store Smell The unique smell in our stores should be there, and this gives the full mark in our stores, having

no smell gives another score, and having a bad smell gives an even lower score

Security

Agents

The security agent score is divided into two sections:

1 - Uniform

2 – Placement: the Security Agents should be placed in certain positions that expose the whole

display; the security agent shouldn't be working as a greeter or smoking in front of the store, or

talking with other agents.




3- Terminal

Section Description

Clean The terminal should be clean, not having any dust, cracks or drink stains

Organized The Terminal should be organized, not having a mess of papers

Customer Data Visibility Not being able to view any contracts when standing on the terminal

4- Display

Section Description

Display Status In this section we check for missing mobiles in the display, or mobiles without price

tag, or cracked or damaged display

The calculation Equation is the following:

Clean Display The display should be clean without any dust

Well Displayed The mobiles should be arranged in descending order according to price,

also there should be a special display "if existed in this store"




5- Sales Representative

Section Description Ideal Case Greeting No single answer is an obligation on the

greeter, but here is a RANGE for the cases

that take full mark

اتفضل يا فندم

صباح الخير أو مساء الخير ايه الخدمه اللى اقدر

اقدمها لحضرتك

Smile The smile that the greeter meets the customer with If the agent Smiles he will take a full

mark, if a normal look or nodded his

head he takes 2 out of 5, if he gives a

bad look the agent takes zero

Attitude Being Friendly, patient, helpful, and professional

Appearance Uniform, nametag & shaved (Males) and professional and

simple veil (Females)

Offering The Agent should promote any offer or product other than

the things the customer asks for, as you know there is up-

selling "promoting something in the same category of the

customer's needs" and cross-selling "shifting to another

category other than the things the customer was asking

for"

The Agent that offers takes the full

mark, and it is mentioned in the

comments what he offered, if not,

he/she takes zero

Closing No single answer is an obligation to the

greeter, but there is a Range of Scripts for the cases that

take the full mark

يا فندمشرفتنا

امرك يا فندمتحت

يا فندم السالمهمع




6- Sales Call

Section Description Dynamic Question In this section we test the knowledge about anything we are offering in our stores. It is

totally agreeable to use any helping tools "es2alny, etc…" while handling the customer,

but never giving misleading data about any offer, the dynamic Question Changes from

time to time

Open Question In this section, the customer comes with a case; it changes from time to time. To highlight a need in order to measure the responsiveness of the Retailer:

Some of the skills being tested:

Identifying customer needs and keenness to fulfill those needs

Flexibility and ability to make the correct exception for the customer if required

Sales ability



D-4/ Dos & Don’ts

What to do? •Keep a good smile with the customer •Listen to the customer and satisfy his/her needs •Know how to identify his/her needs •Consider as if all customers are Mystery Shopping visits "always apply the ideal" •You have ownership in your store, always report on any defect you notice "defect in display, lamps, security not doing his job, etc…" •Keep notice for the terminal, if any stains exist tell the office boy, and if anything is critical "a crack in the desk", report to the team leader

D-4/ Dos & Don’ts

What not to do? •Don't smoke in front of the store •The best structure for any sales call is starting with a questionnaire to know the customer’s needs, then giving him the full info correctly, then telling him how to subscribe, you can upgrade the call by offering “cross selling or up selling” •Don't give misleading or missing data to the customer whatever it takes •Don't keep signed contracts in front of you while handling contracts, if you don't have anywhere to place your contracts, at least put it inverted on its back •Side talks between agents or with the security agent while handling agents


Excellence E- Sales Basic


Sales is offering to exchange an item of value for a different item The original item of value being offered may be either tangible or intangible, the second item is usually money

Your customers will have different Needs and Wants However customers have common expectations for your treatment, they always expect a

level of service that they think is appropriate for their value& their type of purchase and

they always need to feel welcome

Sales is all about talking to people and getting them to understand what you are trying to communicate

Sales Representative Excellence

1. The Effective Communicator 2. Ability to Listen 3. Asks Great Questions 4. Problem Solver 5. Well Organized 6. Positive Self Image 7. Naturally Persuasive 8. Person of Integrity

Sales Representative almost never Give up or Give in

Excellence E- Sales Basic



Why Some Sales Don’t Happen There will be times when you have done everything right and didn’t get the Sale and probably sometimes you made some mistakes and got the Sale anyway

Here are a few avoidable mistakes that should help you close more deals!

1. Giving the client too many choices 2. Not getting to the real decision maker 3. Getting there too late 4. Not listening carefully enough 5. Making a tactical or technical mistake 6. Failing to meet your commitments 7. Failing to identify an objection 8. Wrong mind set of sales

Buyers Types In the Retail Industry it seems as though we are constantly trying to find a New Customers Most of us are obsessed with making sure our advertising, displays, and pricing to attract New Customers

1. Loyal Buyer 2. Discount Buyer 3. Payments Buyer 4. Need-Based Buyer 5. Wandering Buyer

Excellence F- Smart Sales



A- How to Create your Customer Needs? It’s a way of selling, when you decide after the stage of identifying your customer needs to start a new stage to CREAT it for him, but you need also to know that actually you can’t create the customer’s needs; because he already have this needs but may be its hidden on his mind

B- The Different Between Features and Benefits Feature Vs Benefit A Feature is what a product/service is A Benefit is what a product/service does for a customer

C- How to Increase your Company Revenue? There are 6 ways to increase your company revenue

•Increasing the number of our customers •Raise our prices, where appropriate •Offer special discounts for our new buyers •New exclusive products •Up-sell and Cross-sell •Creative Ideas

Excellence G- Offering


There is many ways to offer your products to the consumers

First.. You Need to know the difference between:

Cross Sale& Up Sale A- The Cross Sale Is how to offer another product/service to your customer in addition to his/her needs EX: If the customer came to your store asking to buy a handset, you can ask him also to get a prepaid voice/data line as additional product B- The Up Sale Is how to upgrade your customer package, to make him/her pay more money EX: If the customer came to your store asking to buy a handset with 500 LE, you can ask him/her to upgrade the package to make him pay 700, 800 or even 1000 LE

Then, you should know that

the buyers needs to understand what your products, services and offers will do for them, that’s how you can OFFER them what you want




Offering Tricks 1- Show them the value Based on your products benefits and your experience in selling it to your customers many times, you can reach a NEW LEVEL of offering; Learn how to create the need& let your customers ask for it.

2- Show them time is limited If the listener doesn't act right away chances are good they'll forget about your offer and never take action.. Give them a REASON they must take immediate action (They might lose offers- Offers are limited)

3- Show them your offer again After you've given them the details about your products, goes over your deal AGAIN and explains the benefits one more time it’s help to affirm customer choice and decrease risk

Start small before aiming big!




Offering Tricks 4- Let the customers sell themselves Propose something less attractive; Sometimes you need a slow-moving product because it helps establish a price point.. This is often called a Decoy Product Introduce a product that makes your standard model look like a better deal consider a product at a similar price but with fewer features or lower specifications

5- Show them there’s no risk Assure them they're making the right decision, and risk nothing by taking you up on your offer, but way is Risky, you can’t use it too much to avoid your product return But it’s a still a way to build the rapport with our customer and grantee they trust

6- Buy, Buy& Buy The best Salespeople know that the most persuasive person is the customer herself, their job is to ask the Right Questions and lead the customers to convince themselves they want the product; and that’s how we can CREATE the need and having the ability to convert our customer from a Buyer to a Needy

Start small before aiming big!

Excellence H- Customer Experience


Put yourself in the Customer’s shoes

There is 2 Basic Rules to deal with customers over all the world

Rule N#1 “Customer is always right”

Rule N#2 “If not, re-back to rule N#1”

A- Customer Treatment Techniques The Seven Defusing Techniques

Empathize, Apologize, Appreciate, Assure, Confirm, Selectively agree, Set limits

Based on the Experience the employees

should receive it from practicing on the defusing techniques, they can deal with

the customers Professionally and

work in their Future Problems

Excellence H- Customer Experience


Put yourself in the Customer’s shoes

B- Customer Handling Techniques If you run a business that sells to the public no matter how great your goods or services

are the old adage will eventually be proven true

You cannot please 100% of the customers 100% of the time

When one of your customers complains, handle it by giving their complaints your full attention so that you can resolve the issue, because there is an adage in our Retail called:

The Complaint Is a Gift How we can handle our customers?!

Listen, Understand, Asking Question

Take action, Follow Up

Excellence I- Follow Up


The after Sale Service.. A magic word in the retail world

This part is very important to complete your sales call and insure building the rapport between you and your customers

Call the customer to see that if your product/service is good or not, call him to see if the problem solved or still he have issues

When a date is given to the customer, make sure the date is kept or the delay is explained by a follow-up call or email

Follow up Insure the

Customer’s Complete

Satisfaction

Excellence J- Creativity


Creativity starts from a believe

Creativity Is the bringing into being of something which did not exist before,

either as a product, a process or a thought

What is the different between you and others?

You would be demonstrating creativity if you..

Invent something which has never existed before Invent a new process for doing something

Develop a new way of looking at something Change the way someone else looks at something

Excellence J- Creativity


Creativity starts from a believe

The secret of success: Stop wishing, start doing..

Page 173

Take A

Note

That’s it Your Journey has been ended..

Now you are ready to starts your career and create your own goals. Thank you..

All the Success

MoatazBellah Magdi