RETAIL SALES TRAINING
FOR FLOOR EXECUTIVES

INDRANIL BHADURI
buyindranil@gmail.com

STORE PERFORMANCE DOWN!!!!!
Not Making Enough Profits?
Unhappy With Too Much Merchandise?
Distressed About Lack Of Customers?
Well…. What Are You Doing About It?

Retail Quiz
1.Do you like to sell?......Y/N
2.Do you like to buy?.......Y/N
3.Do you like to interact with people?.....Y/N

Retail Quiz
4.Do you mind scarifying your time for
incoming customer?.....Y/N
5.Do you know little accounting?.....Y/N
6.Do you like to rearrange merchandise to
make it more appealing to buy?....Y/N

MAJOR INDIAN RETAILERS

THE BRAIN or THE HEART

What will you learn?
• New ways to analyze Store Performance!!
• Basic terminologies of Retail Management
and operations!!
• Proven and practical ways of increasing
sales!!
• How to use personality types and body
language to your advantage!!
• Career opportunities inside Retail
Industry!!

cut off a piece
The word retail is, in fact, derived from the
French word retailer, which means to cut
off a piece or to break bulk.

Retailing
Includes all the activities involved in selling
goods or services directly to the final
customers for personal or business use

Retail Store
Any business enterprise whose sales volume
comes primarily from retailing

Retailing
Any organisation selling to the final
consumer is retailing whether they are
• A Manufacturer
• A whole saler
• A Retailer

5 Minutes HISTORY OF Retail
After 2nd world war retail industry started
to grow in U.S.A.
Retail is the largest private industry in the
world with total sales $6.6 trillion.

INDIA
• Birth 80‘s retail outlets and supermarket
• 1995 liberalization

INDIA
In India retail is the second largest sector
after agriculture. It provides employment
to 8 % of the total Work force of the
country.

INDIA
• India has the largest retail density in the
world
• 12 million retail outlet for a population of
over a 1000 million
• India rank 5th among the 30 emerging
retail market in developing countries

TYPES OF RETAILER

RETAILING FORMATS IN INDIA
• MALLS
• SPECIALITY STORES
• DISCOUNT STORE
• DEPARTMENT STORE
• HYPERMARTS/SUPERMARKETS
• CONVENIENCE STORE
• MBO

RETAIL SECTOR OVERVIEW IN INDIA

FUTURE OF RETAIL IN INDIA
―Every month we are opening up to 12 stores
and the number till today ,has actually
gone up to 239 and our overall turnover is
Rs 600 crore.‖
T.K. Salim ,founder
― Margin Free,‖ a Kerala –based groceries
and discount store

TRENDS

RETAIL CAREER CHART

―Thought to ponder‖
Foreign Systems In ―Indian Context‖ – Do
They Work??

Sundar Pan Sundar Gan Annapurna Bhandar

Get the Basics Right……..
• Retailing is a hard business
• The floor staff stands on its feet for up to nine
hours every day.
• The job of the salesperson on the floor is
physically exacting and emotionally draining

MALL OPERATION SCHEDULE
• Mall Timing : 9 AM –9 PM 12 hrs
• Cleaning Time : 6 AM-9AM
• Diesel Delivery : 7AM-9AM
• Escalator/Lift Repair : 11 PM-7 AM
• Garbage Disposal : 7 AM-8AM
• Electrical Breakdown : 24/7
• AC Maintenance Work : 7AM-10 AM
• Plumbing Work : 11 PM -7 AM

100 TIMES BEFORE SLEEP
―PROMOTE YOUR
STORE‖S NAME ,NOT
THE NAME OF THE
MANUFACTURER‖

RESPECT THE FLOORS
Astute Retailers Will Walk The Floors Every Day. In
A Customer Service-oriented Retail Outlet, The
Supervisory Staff, Managers, Directors Or The
Chairman Of The Company Will Walk The Floors.

Table
Shelve
Cube
4 way rack
T stand

Round Rack
Rail Rack
Showcase
Waterfall
Straight arm

HOW TO SEGMENT YOUR
STORE?......GRID

RACK: TAIL OF AN ARROW

Floor Treatment

Wall treatment

Ceiling..

……….Waiting Area

Effective Listening

14 Characteristics of Effective Listening

NUTS AND BOLTS
20 words to
make you sound
smart as retail
executive

NUTS AND BOLTS
1.Anchor Store
2.Back Stock
3. Basic Stock(flex Area)
4. Back Traffic Communications
5. Customer Relationship Management (CRM)

NUTS AND BOLTS
6.Facings or Fronting
7.Market Basket Analytics
8.Next Best Offer (NBO)
9.Point of Purchase (POP)/POS
10.Radio Frequency Identification (RFID)

NUTS AND BOLTS
11.Remote Maintenance Unit (RMU)
12.Retail Line of Trade
13.Runway
14.Season Codes
15.SIC Codes

NUTS AND BOLTS
16.Spinner Rack
17.Sphere of Influence
18.Stock-Keeping Unit (SKU)
19.Store Designs
20.Universal Product Code (UPC)
Bar Code

MBTI

PERSONALITY TEST

JUNG SQARE

DISC

SELF ANALYSIS CHART

9 PERSONALITY TYPES

Confused?

4 PERSONALITY TYPE…..EASY????
• Drivers
• Analytical
• Expressive
• Amiable

4 PERSONALITY TYPE

THE GLASS IS HALF FULL

CUSTOMER TYPE
Non Customers(will Never Or Rarely Buy From U)
Prospective Customers(could Buy From You)
Near Customers
Customers

ENTERTAINMENT BUYER
THE NEWEST AND
FASTEST GROWING
CATEGORY OF
BUYERS

IMPORTANT
SIGHT
SOUND
TOUCH
SMELL
TASTE

HOW TO LOSE A CUSTOMER?
STORE PERSON ON PHONE WHEN ASSISTANCE
NEEDED
STAFFS - DIRTY / SMELLY
INCONVENIENT STORE ARRAGEMENT
―STORE DON‘T HAVE WHAT I WANTED‖
NO PRODUCT KNOWLEDGE
WAITING IN A LONG LINE

HOW TO LOSE A CUSTOMER?...Con
ADVERTISED MERCHADISE NOT ON STOCK
IGNORED BY SALES EXECUTIVE
SALES PEOPLE ( PUSHY)
NO ONE AT THE CASH COUNTER

EXERCISE:REALITY CHECK!
DURATION :1 HOUR
Monitor the people coming in and those who
purchased.
Make a mark on a piece of paper for every
person who comes in.
For a family of five- 5 marks.
After an hour, note your conversion rate
FORMULA:(the number of sales you made in an
hour ) // the number of customers who came in

!!Accept it!!
Talent and skill are scarce. It is sensible to
hold quality staff, always.
Arrogance proclaims, 'There are a billion
Indians; we can always find another
salesman'.
Sense states:
'You may find another candidate, but not a
good salesman'.

THE FUNCTION OF RETAIL SALES EXECUTIVE
TODAY, AND EVEN TOMORROW, IS "RESALE
"NOT SELLING!
In other words ..Your function is helping the retailer (and the wholesaler,
too) to move his company's inventory

60‖ Selling Course
Did you see this?(No pressure Closing
Technique)
• It‘s a great opening line
• It‘s a great transitional line
• It‘s a great closing line
Repeat 3 times
• Did you see this? Did you see this? Did you
see this?

SELLING VS NOT SELLING
Customer walks in………………………. ……………….
Employee: 'How are you today? Looking for
anything special?‘‘
Customer : ‗‗No,‘‘ and looks around alone.
After awhile, he asks the employee, ‗‗Do you
have this ?‘‘
Employee: ‗‗I do, right over here.‘‘
Customer: ‗‗I‘ll take it.‘‘
This is not selling

FOX AND THE GRAPES PROJECT

True selling is going after the whole tree, not just picking what you can reach
without effort

TOOLS FOR MEASURING SALES
• ATS: Average Ticket size
• UTS: Units per transaction
~The higher the number ,The Stronger the
sales person

8 WEEKLY REPORTS
1. AVERAGE CHECK—the value of each customer that day.
2. NUMBER OF TRANSACTIONS (also called customer count)—
the number of total sales tickets that were generated each day.
3. WEEKLY SALES BY CATEGORY—your top and bottom five
categories to help establish buying trends.
4. WEEKLY SALES BY SALESPERSON—how much each employee
contributes to sales per week.

8 WEEKLY REPORTS
5. YEAR-OVER-YEAR BY WEEK—how you are doing
compared to the same week of the previous year.
6. YEAR-OVER-YEAR TO DATE—a running total of your
year-over year sales to help you see the bigger trends in
sales.
7. NUMBER OF UNITS PER TRANSACTION—how well your
crew can up sell.
8. NUMBER OF VOIDS—will alert you to a thief among
your sales staff.

PLO: This rule is simple and sad
4 percent of all customer who visits your store
belongs to…..
P:Pushy
L :Loud
O:Obnoxious
You will never please them!
They wont buy from you!!

UNCOVERING TIPS AND TRICKS OF THE TRADE
More than 40 percent customer who enters
into any retail store ACTUALLY BUY
SOMETHING

THE FIVE PARTS TO A SALE

PART I:THE GREETING
• WORDS
• SPEED
• ATTITUDE
• Expressive
• Amiable

PART II:WINDOWS OF CONTACT
When you walk down
your street at night and
notice your neighbors‘
windows are open, what
do you do?

PART II:WINDOWS OF CONTACT
Expressive
Amiable

Part III:Your Question
Amiable
Analytical
Driver
Expressive

PART IV: FEATURES AND BENEFIT
Driver
Analytical

PART V:CLOSING WITH AN ADD
ON
Driver
Analytical
Analytical
Will The Customer Buy It Or Not?

AFTER SALES MANAGEMENT
• What do customers want?
• What do Sales person want?
• What does the rest of business want?
• Where do customers go if they don‘t come
back to you?

THE WORST QUESTIONS AND
RESPONSE
‗‗HOW ARE YOU TODAY?‘‘
‗‗CAN I HELP YOU FIND ANYTHING?‘‘
‗‗NO PROBLEM‘‘

ROLE PLAY
Try To Greet Someone Without Asking,
Team 1:‗‗How Are You Today?‘‘
Team 2:‗‗Can I Help You?‘‘
Team 3:‗‗Anything Else?‘‘

PAIN MANAGEMENT

LEG PAIN MANAGEMENT

DIRTY LITTLE
TRICK OF RETAIL
SALES
You Must Shop At Least Once A Month!!
You Must Shop In Other Store To See What Other Business Is
Doing!!

Body language

Body language

Body language

STEP 1:PAY ATTENTION TO HOW
CLOSE SOMEONE IS TO YOU

STEP 2:WATCH THEIR HEAD
POSITION

STEP 2:WATCH THEIR HEAD
POSITION

STEP3:LOOK INTO THEIR EYES

STEP:4 SEE IF THEY'RE MIRRORING YOU.

STEP 5:CHECK THEIR ARMS.

STEP 5:CHECK THEIR ARMS.

STEP6:BE AWARE OF NERVOUS GESTURES

STEP 7:WATCH THEIR FEET

WARNING!!!
• Do not judge a person solely by their body
language.
• Don't isolate yourself by constantly examining body
language when interacting with people. Otherwise,
there is no reason to gain a social upper hand
anyway. This is paralysis by analysis
• Do not spend too much time looking at and
analyzing the other person's body language. Try to
look at their face while you are talking to them

TIPS
ONE Observing in CONTEXT is key to understanding
body language.
TWO Keep in mind that each person has their own
unique body language called BASELINE BEHAVIORS
THREE Pay special attention to CHANGES in body
language rather than the body language itself.

SOURCE
HTTP://WWW.WIKIHOW.COM/READ-BODY-LANGUAGE

THEORY VS PRACTICAL
HOW CAN YOU APPLY
KNOWLEDGE OF BODY
LANGUAGE IN RETAIL
SCENARIO?

Personal Grooming

Fundamental
Hygiene Factors
can make or
break a sale

LOOKS DO MATTER
Retailing is about the staff
wearing clean, ironed uniforms.
It is about
shaving daily
Using the right type and the right amount
of deodorant
it is about
bright eyes and warm smiles

It is about
Polished shoes
No straps showing through the uniform
No hairy armpits

shaving Shoes?

Nails Arm pit

Deodorant Shirt

Fundamental
Hygiene Factors
can make or
break a sale

Careers in Indian Retail

INDRANIL BHADURI
buyindranil@gmail.com