Introduction

This program is designed for:

All retail sales staff as well as team leaders and supervisors accountable for sales.

Objectives

• Develop the necessary competence and attitude to maximize sales and create long-term customer loyalty.
• Explain customer behavior in a retail environment.
• Use practical selling skills to guide their customers through a defined customer decision process.
• Create a positive customer shopping experience.
• Generate outstanding customer service.

Content

The Changing Retail Environment

• The Changing Business Environment
• The Buyer Decision Process
• New Roles of Retail Sales Associates
• Three Basic Tasks of Retailing
• Retailing Biggest Challenges
• The Black Hole Concept

The Retail Selling Process

• The Customers Buying Motives
• The Retail Purchase Decision Process
• Presale Planning (Gathering Information)
• TheRetail Four Fold Selling Process (Selling Cycle)
• Characteristics of a Top Retail Salesperson

The GUEST Approach Selling Format

• Greeting the GUEST
• Understanding the GUEST
• Explaining the Products’ Features and Benefits
• Suggesting Additional Items
• Thanking the GUEST

Customer Service Excellence in Retail

• Customer Service Defined (Retail Perspective)
• Determining Customer Service Levels
• Factors to Consider When Determining Customer Services to Offer
• Foundations of Great Service People
• Handling Complaints
• Dealing with Different Types of Customers

Merchandising for the Ideal Customer Experience

• Merchandising Presentation
• Store Environment Atmosphere
• Various Store Designs
• The Different Types of Fixtures
• Preparing and Conducting a “Store Audit Report”
• Important Retail Metrics and KPIs (Evaluating Store and Staff Performance)
• Field Visit to a Retail Shopping Centre