This document discusses strategies for identifying and approaching different types of customers. It outlines loyal, fickle, renewing, and new customers and recommends offering high-value products and frequent communication to loyal customers, identifying satisfaction levels and creating a trust-building plan for fickle customers, determining reasons for drifting away and regaining confidence for renewing customers, and gathering information and persuading capabilities for new customers. It also provides tips on grasping customers' attention through store environment and merchandise and appropriately timing engagement to be helpful from the customer's perspective.

1. Session 4 : Customer Identification,
Culture & Approach

2. Customer Identification
• Loyal Customers
• Fickle Customers
• Renewing Customers
• New Customers

3. Loyal Customer & Selling Strategy
• Offer them High Value products & services
• Communicate often to evaluate opinions
• In moments of misery – immediately commit
all resources to solve

4. Fickle Customers & Selling Strategy
• Identify their level of satisfaction/
dissatisfaction with the existing vendor
• Create plan to win their trust and loyalty
• Communicate with the team

5. Renewing Customers & Selling
Strategy
• Identify root cause of drifting away
• Determine whether you can win their loyalty
again
• Make an execute plan to regain their
confidence
• Communicate to all team members as a case
study

6. New Customers & Selling Strategy
• Identify & gather as much information
• Inform them of your capabilities and persuade
• Nurture
• Moment of Misery versus Moment of Magic

7. Physical Appearance of the Customer

8. Grasping Customer’s Attention
• External Environment: Merchandise
Collection, Window Display, Promotion,
Lighting, Mannequins/ Fixtures, Sign Board,
Atmosphere
• Internal Environment: The customer,
merchandise, people

9. Customer Approach - Objectives
• Think from customer’s perspective:
– I would like to be welcomed
– I am important an would like to be acknowledged
– Consider my needs and help me find what I am
looking for
– How will you help me

10. Customer Approach - Timing
• The right time
– When the customer feels the merchandise
– Looks at the price tag
– Spends more time in a section
– Hands are full
– Needs help, has a baby
– Looks around in search of somebody

11. Customer Approach - Types
• Non-verbal
• Social Greetings/ Conversational Approach
• Merchandise Greeting
• Special feature Approach
• Customer Benefit Approach
• Compliment Approach

12. Customer Approach – Common
Mistakes
• Too soon
• No eye contact
• Insincere and false compliments
• Over smart remarks
• Talking too softly, too loudly or too much
• Not giving full attention
• No smile