The document serves as a comprehensive training workbook for sales representatives in the automotive sector, focusing on strategies for maximizing sales and building customer relationships. It emphasizes the importance of communication skills, adaptability, and effective customer service practices to drive repeat business. Additionally, it discusses the Pradhan Mantri Kaushal Vikas Yojana (PMKVY), aimed at skilling Indian youth for better employability.

1. RETAIL SALES
SALES REPRESENTATIVE
TRAINER’S WORKBOOK

2. SECTOR: AUTOMOTIVE
SUB-SECTOR: AUTO COMPONENTS (MANUFACTURERS
AND DEALERS)
OCCUPATION: SALES REPRESENTATIVE
JOB ROLE:
SALES REPRESENTATIVE
GENERIC DETAILS

3. JOB ROLE
A Sales Representative is responsible for maximizing the sales, growth and
account penetration within an assigned market segment by effectively
selling the auto components / aggregates either in the retail market, to
OEM dealers/ distributors or directly to the key customers/ accounts. The
person is also responsible for developing new markets for the auto
component products and securing new business accounts/customers.
An individual on this job must have good communication and interpersonal
skills in addition to being a team player, as the job requires coordination
with various internal and external stakeholders to ensure higher sales
through creative and fact-based selling. The individual should be persuasive
and high adaptability to maintain high levels of motivations and perform
even in hard circumstances. The individual should have excellent
communication and presentation skills.

4. Pradhan Mantri Kaushal Vikas Yojana (PMKVY) is the flagship outcome-based skill training
scheme of the new Ministry of Skill Development & Entrepreneurship (MSDE). The objective of
this skill certification and reward scheme is to enable and mobilize a large number of Indian
youth to take up outcome based skill training and become employable and earn their
livelihood. Under the scheme, monetary reward would be provided to trainees who are
successfully trained, assessed and certified in skill courses run by affiliated training providers.
While, the thrust would be on outcomes in terms of third party assessment/certification, but
support for improved curricula, better technology enabled pedagogy and upgrading the
capacity of instructors would enable improving the overall ecosystem for high quality skill
training in the country. All skill training would include soft skill training, personal grooming,
behavioural change for cleanliness, and good work ethics as a part of the training curricula.
ABOUT

5. UNIT: 03
CUSTOMER RELATIONSHIP MANAGEMENT
BASICS OF CONSUMER BEHAVIOUR
• There are four main applications of consumer behaviour:
• The most obvious is for marketing strategy; align marketing strategy to target customer.
• A second application is public policy.
• Social marketing involves getting ideas across to consumers rather than selling
something.
• As a final benefit, studying consumer behaviour should make us better consumers.
THE 5As CONCEPT
Assess
Advice
Agree
Assist
Arrange

6. CUSTOMER RELATIONS
Know That Happy Customers = Returning Customers
Set and Manage Realistic Expectations
Be a Connector
Keep Documentation
Respond Promptly
Think like a Salesperson

7. BUILD RELATIONSHIP WITH CUSTOMERS
Identify customers individually.
Differentiate customers, one from another.
Interact with customers.
Customize for customers.
MEET AND GREET CUSTOMERS
• We have all seen examples of this in our personal lives. When we meet
someone new their appearance, tone of voice, manners (or lack of!) all have
a very big effect on us.
•
• When a customer calls or goes into an office, business or agency the first
person they talk to represents the entire company. This goes even further
with people who are traveling to new places: just ONE rotten experience
with a rude “customer service person” can ever after sour the person’s
attitude to the entire city, region, or country!!!

8. GREETING A CUSTOMER
• Always make eye contact with the customer the first second they come in.
Even if you are with another customer or on the phone, make eye contact
and acknowledge that they are there immediately. A simple gesture tells
the new person that you see them and will be right with them.
Smile! Smile! Smile! Smile! Smile! Smile!
Greetings such as:
• “Good morning! How can I help you today?”
• “Hello, how is your day going so far?” What can I help you with today?”
• “Hi, we haven’t seen you in a while!”
• “Welcome, what can I do for you today?”
• “Good afternoon! What can we do for you today?”

9. ESTABLISH RAPPORT WITH CUSTOMERS
1. Be adaptable
2. Pace and lead
3. Allow them to ‘get it all out’
4. Repeat back
5. Be aware of your intonation
6. Get their name first
7. Make their problem your problem
8. See it from the customer’s perspective
9. Share their priorities
10. Remember the value of an apology
11. You don’t have to have ‘things in
common’
12. Don’t rush
13. Smile
14. Take a personal interest
ESTABLISH RAPPORT WITH CUSTOMERS
15. Know what you’re selling
16. Really listen
17. Be respectful
18. Start off with something positive
19. Keep focused
20. Not all customers want to chat
21. Avoid assumptions
22. End on a high
23. Be flexible with formality
24. Smile through the complaints
25. Don’t linger on the tough calls
26. Beware of inappropriate jokes
27. Don’t leave them waiting over phone

10. DEAL WITH QUERIES
• Quick thinking
• Observe and take note
• Make an apology
• Be composed
• Be positive
• Think of your business
• Communicate regularly
• Own the problem
• Discover the reasons
• Serious complaints
SPOT CUSTOMER PROBLEMS
Stay calm.
Listen well.
Acknowledge the problem.
Get the facts.
Offer a solution.