RETAIL SALES TRAINING

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FOR FLOOR EXECUTIVES

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RETAIL SALES TRAINING

  1. 1. RETAIL SALES TRAINING FOR FLOOR EXECUTIVES
  2. 2. INDRANIL BHADURIbuyindranil@gmail.com
  3. 3. STORE PERFORMANCE DOWN!!!!!Not Making Enough Profits?Unhappy With Too Much Merchandise?Distressed About Lack Of Customers? Well…. What Are You Doing About It?
  4. 4. Retail Quiz1.Do you like to sell?......Y/N2.Do you like to buy?.......Y/N3.Do you like to interact with people?.....Y/N
  5. 5. Retail Quiz4.Do you mind scarifying your time for incoming customer?.....Y/N5.Do you know little accounting?.....Y/N6.Do you like to rearrange merchandise to make it more appealing to buy?....Y/N
  6. 6. MAJOR INDIAN RETAILERS
  7. 7. THE BRAIN or THE HEART
  8. 8. 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!!
  9. 9. cut off a pieceThe word retail is, in fact, derived from theFrench word retailer, which means to cutoff a piece or to break bulk.
  10. 10. RetailingIncludes all the activities involved in sellinggoods or services directly to the finalcustomers for personal or business use
  11. 11. Retail StoreAny business enterprise whose sales volume comes primarily from retailing
  12. 12. RetailingAny organisation selling to the final consumer is retailing whether they are• A Manufacturer• A whole saler• A Retailer
  13. 13. 5 Minutes HISTORY OF RetailAfter 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.
  14. 14. INDIA• Birth 80‘s retail outlets and supermarket• 1995 liberalization
  15. 15. INDIAIn India retail is the second largest sectorafter agriculture. It provides employmentto 8 % of the total Work force of thecountry.
  16. 16. 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
  17. 17. TYPES OF RETAILER
  18. 18. RETAILING FORMATS IN INDIA• MALLS• SPECIALITY STORES• DISCOUNT STORE• DEPARTMENT STORE• HYPERMARTS/SUPERMARKETS• CONVENIENCE STORE• MBO
  19. 19. RETAIL SECTOR OVERVIEW IN INDIA
  20. 20. 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
  21. 21. TRENDS
  22. 22. RETAIL CAREER CHART
  23. 23. ―Thought to ponder‖Foreign Systems In ―Indian Context‖ – Do They Work??
  24. 24. Sundar Pan Sundar Gan Annapurna Bhandar
  25. 25. 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
  26. 26. 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
  27. 27. 100 TIMES BEFORE SLEEP―PROMOTE YOUR STORE‖S NAME ,NOT THE NAME OF THE MANUFACTURER‖
  28. 28. RESPECT THE FLOORSAstute Retailers Will Walk The Floors Every Day. InA Customer Service-oriented Retail Outlet, TheSupervisory Staff, Managers, Directors Or TheChairman Of The Company Will Walk The Floors.
  29. 29. TableShelveCube4 way rackT stand
  30. 30. Round RackRail RackShowcaseWaterfallStraight arm
  31. 31. HOW TO SEGMENT YOUR STORE?......GRID
  32. 32. RACK: TAIL OF AN ARROW
  33. 33. Floor Treatment
  34. 34. Wall treatment
  35. 35. Ceiling..
  36. 36. ……….Waiting Area
  37. 37. Effective Listening
  38. 38. 14 Characteristics of Effective Listening
  39. 39. NUTS AND BOLTS20 words tomake you soundsmart as retailexecutive
  40. 40. NUTS AND BOLTS1.Anchor Store2.Back Stock3. Basic Stock(flex Area)4. Back Traffic Communications5. Customer Relationship Management (CRM)
  41. 41. NUTS AND BOLTS6.Facings or Fronting7.Market Basket Analytics8.Next Best Offer (NBO)9.Point of Purchase (POP)/POS10.Radio Frequency Identification (RFID)
  42. 42. NUTS AND BOLTS11.Remote Maintenance Unit (RMU)12.Retail Line of Trade13.Runway14.Season Codes15.SIC Codes
  43. 43. NUTS AND BOLTS16.Spinner Rack17.Sphere of Influence18.Stock-Keeping Unit (SKU)19.Store Designs20.Universal Product Code (UPC) Bar Code
  44. 44. MBTI
  45. 45. PERSONALITY TEST
  46. 46. JUNG SQARE
  47. 47. DISC
  48. 48. SELF ANALYSIS CHART
  49. 49. 9 PERSONALITY TYPES
  50. 50. Confused?
  51. 51. 4 PERSONALITY TYPE…..EASY????• Drivers• Analytical• Expressive• Amiable
  52. 52. 4 PERSONALITY TYPE
  53. 53. THE GLASS IS HALF FULL
  54. 54. CUSTOMER TYPENon Customers(will Never Or Rarely Buy From U)Prospective Customers(could Buy From You)Near CustomersCustomers
  55. 55. ENTERTAINMENT BUYERTHE NEWEST ANDFASTEST GROWINGCATEGORY OFBUYERS
  56. 56. IMPORTANTSIGHT SOUND TOUCH SMELL TASTE
  57. 57. HOW TO LOSE A CUSTOMER?STORE PERSON ON PHONE WHEN ASSISTANCE NEEDEDSTAFFS - DIRTY / SMELLYINCONVENIENT STORE ARRAGEMENT―STORE DON‘T HAVE WHAT I WANTED‖NO PRODUCT KNOWLEDGEWAITING IN A LONG LINE
  58. 58. HOW TO LOSE A CUSTOMER?...ConADVERTISED MERCHADISE NOT ON STOCKIGNORED BY SALES EXECUTIVESALES PEOPLE ( PUSHY)NO ONE AT THE CASH COUNTER
  59. 59. EXERCISE:REALITY CHECK!DURATION :1 HOURMonitor the people coming in and those whopurchased.Make a mark on a piece of paper for everyperson who comes in.For a family of five- 5 marks.After an hour, note your conversion rateFORMULA:(the number of sales you made in anhour ) // the number of customers who came in
  60. 60. !!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.
  61. 61. THE FUNCTION OF RETAIL SALES EXECUTIVETODAY, AND EVEN TOMORROW, IS "RESALE "NOT SELLING!In other words ..Your function is helping the retailer (and the wholesaler, too) to move his companys inventory
  62. 62. 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?
  63. 63. SELLING VS NOT SELLINGCustomer 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
  64. 64. FOX AND THE GRAPES PROJECT
  65. 65. True selling is going after the whole tree, not just picking what you can reach without effort
  66. 66. TOOLS FOR MEASURING SALES• ATS: Average Ticket size• UTS: Units per transaction ~The higher the number ,The Stronger the sales person
  67. 67. 8 WEEKLY REPORTS1. 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 employeecontributes to sales per week.
  68. 68. 8 WEEKLY REPORTS5. 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.
  69. 69. PLO: This rule is simple and sad4 percent of all customer who visits your store belongs to…..P:PushyL :LoudO:ObnoxiousYou will never please them!They wont buy from you!!
  70. 70. UNCOVERING TIPS AND TRICKS OF THE TRADE More than 40 percent customer who enters into any retail store ACTUALLY BUY SOMETHING
  71. 71. THE FIVE PARTS TO A SALE
  72. 72. PART I:THE GREETING• WORDS• SPEED• ATTITUDE• Expressive• Amiable
  73. 73. PART II:WINDOWS OF CONTACTWhen you walk downyour street at night andnotice your neighbors‘windows are open, whatdo you do?
  74. 74. PART II:WINDOWS OF CONTACTExpressive Amiable
  75. 75. Part III:Your QuestionAmiableAnalyticalDriverExpressive
  76. 76. PART IV: FEATURES AND BENEFITDriverAnalytical
  77. 77. PART V:CLOSING WITH AN ADD ONDriverAnalyticalAnalyticalWill The Customer Buy It Or Not?
  78. 78. 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?
  79. 79. THE WORST QUESTIONS AND RESPONSE‗‗HOW ARE YOU TODAY?‘‘‗‗CAN I HELP YOU FIND ANYTHING?‘‘‗‗NO PROBLEM‘‘
  80. 80. ROLE PLAYTry To Greet Someone Without Asking,Team 1:‗‗How Are You Today?‘‘Team 2:‗‗Can I Help You?‘‘Team 3:‗‗Anything Else?‘‘
  81. 81. PAIN MANAGEMENT
  82. 82. LEG PAIN MANAGEMENT
  83. 83. DIRTY LITTLE TRICK OF RETAIL SALESYou Must Shop At Least Once A Month!!You Must Shop In Other Store To See What Other Business Is Doing!!
  84. 84. Body language
  85. 85. Body language
  86. 86. Body language
  87. 87. STEP 1:PAY ATTENTION TO HOW CLOSE SOMEONE IS TO YOU
  88. 88. STEP 2:WATCH THEIR HEAD POSITION
  89. 89. STEP 2:WATCH THEIR HEAD POSITION
  90. 90. STEP3:LOOK INTO THEIR EYES
  91. 91. STEP:4 SEE IF THEYRE MIRRORING YOU.
  92. 92. STEP 5:CHECK THEIR ARMS.
  93. 93. STEP 5:CHECK THEIR ARMS.
  94. 94. STEP6:BE AWARE OF NERVOUS GESTURES
  95. 95. STEP 7:WATCH THEIR FEET
  96. 96. WARNING!!!• Do not judge a person solely by their body language.• Dont 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 persons body language. Try to look at their face while you are talking to them
  97. 97. TIPSONE Observing in CONTEXT is key to understandingbody language.TWO Keep in mind that each person has their ownunique body language called BASELINE BEHAVIORSTHREE Pay special attention to CHANGES in body language rather than the body language itself.
  98. 98. SOURCEHTTP://WWW.WIKIHOW.COM/READ-BODY-LANGUAGE
  99. 99. THEORY VS PRACTICALHOW CAN YOU APPLYKNOWLEDGE OF BODYLANGUAGE IN RETAILSCENARIO?
  100. 100. Personal Grooming
  101. 101. FundamentalHygiene Factorscan make or break a sale
  102. 102. LOOKS DO MATTERRetailing is about the staffwearing clean, ironed uniforms.It is aboutshaving dailyUsing the right type and the right amount of deodorantit is aboutbright eyes and warm smiles
  103. 103. It is aboutPolished shoesNo straps showing through the uniformNo hairy armpits
  104. 104. shaving Shoes?
  105. 105. Nails Arm pit
  106. 106. Deodorant Shirt
  107. 107. FundamentalHygiene Factorscan make or break a sale
  108. 108. Careers in Indian Retail
  109. 109. INDRANIL BHADURIbuyindranil@gmail.com

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