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IC Bootcamp
- 1. COMPANY INTRODUCTION IC Bootcamp Training
- 2. COURSE OBJECTIVES By the end of this course, you will be able to: • Give an understanding of what Smollan is all about • Understand Smollan’s Social Media Policy – The Do’s and Don’ts • Understand the importance of appearance and uniform standards • Understand what in store guidelines need to be followed • Be able to Observe, Connect and Sell using the Consultative Selling approach
- 4. 4 ABOUT US
- 5. 5 OUR LEGACY Delivering growth since 1931 Smollan is started by Fred C. Smollan, as a regionally based traditional sales agency in Johannesburg. Fred Smollan hands over the business to Doug Smollan. Smollan becomes a formidable national business and expands into India as the first International venture. Doug hands the business over to David Smollan. Smollan is now an International retail solutions company servicing brands and retailers across 5 continents with a team of over 50 000 people.
- 6. 6 OUR VISION TO BE A LEADING INTERNATIONAL RETAIL SOLUTIONS COMPANY
- 8. OUR SERVICE OFFERING ACTIVATION INFORMATION AND TECHNOLOGY FIELD SALES AND RETAIL EXECUTION Creatively Inspiring Brand Choice Measure, Manage, Optimise In Stock, On Shelf, All The Time
- 13. DRESS FOR SUCCESSMODULE 3
- 14. DRESS FOR SUCCESS | Appearance Hair: • A clean, neat hairstyle • No uncommon styles i.e. no unsymmetrical haircuts or flashing hair colors are not permitted • Out of the face, hair must be worn in a ponytail or bun • Short hair must be neatly styled • No flashy hair decorations or hairpins • Only unscented hairstyling products should be used Hair: • A clean, neat hairstyle • No uncommon styles i.e. unsymmetrical haircuts or flashing hair colors are not permitted • Short hair must be neatly styled • Only unscented hairstyling products should be used
- 15. DRESS FOR SUCCESS | Appearance Jewellery & accessories: • No piercings in the face or rhinestones on teeth • No big, flashy jewellery on neck, ears and wrists • Only silver, gold, diamond or pearl stud earrings • One ring per hand, no big fashion rings • Silver, metal or black watch with simple design Jewellery & accessories: • No piercings in the face or rhinestones on teeth • No big, flashy jewellery on neck, ears and wrists • One ring per hand, no big fashion rings • Silver, metal or black watch with simple design
- 16. DRESS FOR SUCCESS | Appearance Nails: • Natural looking and groomed • Can wear a clear or soft pink shade of nail varnish only • All nails must be the same length, no longer than the tip of the fingers • Cared-for and spotless cuticles • No false tips or chipped nail varnish Nails: • Natural looking and groomed • All nails must be the same length, no longer than the tip of the fingers • Cared-for and spotless cuticles
- 17. DRESS FOR SUCCESS | Appearance Make-up: • Simple, tasteful and should enhance your natural beauty • Your face should appear natural and fresh • Irregularities and pimples should not be seen • Natural eye shadow, light pink blush, nude lip gloss, black mascara • Foundation to help create a matte, blemish-free, flawless look General: • Body and oral scent to be kept fresh and pleasant at all times
- 18. DRESS FOR SUCCESS | Appearance Female Uniform: • You will be supplied with a standard uniform • Your own smart, black, closed shoes • Your own stockings (colour: ‘blackmail’ and ‘clear’) Male Uniform: • You will be supplied with a standard uniform • Your own smart, black, closed shoes
- 20. STORE ETIQUETTE | In Store Behaviour In store guidelines: Do’s and Don’ts • Do arrive 20 to 30 minutes before shift starts • Do enter/exit store through staff entrance with your promoter card • Do declare all personal items to security • Do sign in store registers • Do meet and greet the Store Manager • Do not chew gum • Do not eat or drink on the shop floor • Do not smoke in your uniform • Do not show any tattoos • Do not play on your cell phone • Do not use in store testers on yourself If you do experience any issues in store, contact your supervisor immediately
- 22. OBSERVE CONNECT AND SELL • Why do we observe our shoppers? OBSERVE • Why do we need to engage with our shoppers? CONNECT You are the voice of the brand Because you are in store you have the ability to change a shoppers brand choice • Can brands speak for themselves? SELL
- 23. THE 5 ‘S’ MODEL 100 40 30 25 15 10 Consumers enter your store SEE your category SCAN your subcategory SPOT your product SHOW an interest SELECT
- 24. OBSERVE CONNECT AND SELLOBSESRVE • Observe the person next to you • What do you notice about them? • Can we use these observations to start our conversations with our shoppers? CONNECT • Approach your shoppers using your observations • Use creative opening lines to grab the attention of the shopper SELL • Trial • Link Sell • Cross Sell • Switch • Up Sell • Know the Features / Benefits
- 25. WHY AM I SO IMPORTANT?
Editor's Notes
- So how do we ensure that we post only positive things on social media? Do not post inappropriate content, information or pictures: that will have a negative impact on Smollan or its clients and associates. Post the CORRECT and RIGHT information keeping in mind that it seen by everyone Do not disclose confidential information: as Smollan employees you also have access to a lot of Smollan information as we trust you with this information for the purposes they are required for, but you are not allowed to share any of this information on any social media for everyone to see – the same applies to any of the clients and supplier information or any other persons Smollan has a relation with Consider other peoples privacy: do not get into online conversations or discussions that you can see are becoming negative or leading to an argument, respect peoples opinions and stay away from having to post something you will regret later. So as much as you sometimes want to comment or like or retweet something – thing twice about where it is affecting someone else's privacy Review information that you have already posted: it is important to read through what you have posted, as you might discover that what you posted has offended someone , if this is the case, then go back to your post and rectify it immediately. Apologise online where it is required. People will actually respect you for admitting you made a mistake Remember! That it’s really tempting to post an update when you have a fight with a loved one or employee. It’s tempting to start talking about politics after a couple of drinks. But, once you update your status or send out that offensive tweet, it’s there forever
- Whether you just had a brilliant thought or want to be the first person to break some juicy piece of news that took place at work, take a breath and think for a moment Is the message appropriate? Is it legal to share? Are the sources trusted? While this may not be as devastating to you as it seems, you should post with a clear head and not getting overly excited, forcing your emotions to act without reason Lets look at some Do’s and Don'ts of Social Media: Do use your personal social media accounts for personal and work related purposes, whilst saying this it also means not abusing this right, so before you "like" your friend's status update, consider whether your manager will like all the time you are spending on Facebook Don’t create, transmit, retweet, or comment on material that might be defamatory or pose a negative light on the company, if you not sure don’t do it Don’t send offensive or harassing material to other people on any social media Don’t ever post any confidential information about Smollan or any of its partners or people Smollan does business with Whether using social media in the workplace or not, it's important to keep your personal brand appropriate and make sure [what you post is] something you'd feel comfortable with your manager or Smollan seeing
- Lets look at some Dos and Don'ts of Social Media: Don’t interact with any of Smollan's associates in any way that could be interpreted as being disrespectful and rude. Don’t discuss, post or comment on colleagues, clients, suppliers and competitors on any social media Don’t discuss Smollan's business relations on social media Don’t comment, like, retweet or discuss any links to material or content be it pictures or videos or talks and debates that is inappropriate Whether using social media in the workplace or not, it's important to keep your personal brand appropriate and make sure [what you post is] something you'd feel comfortable with your manager or Smollan seeing Being disciplined is difficult at times, but it’s absolutely necessary. The last thing you want to do is to offend someone. It’s only going to reflect poorly on you and your brand Always think twice before sharing something on social media. And if you’re angry or a bit tipsy, then make sure your phone stays in your pocket
- In store guidelines: Need to be in store 20 to 30 minutes before shift starts to: Check shelf layout That shelves are neat and dust free Products are facing the shopper If stock is low, ask the merchandiser or store manager to replenish stock (don’t wait till the last product to replenish) Store layout Sign in store registers indicating date, time and your signature (when entering and exiting store) Meet and greet the Store Manager (Name and Surname) Should a shopper wish to try the product, only make use of your testers if these are available, never open a product from the shelf
- Why do we observe our shoppers? This exercise allows us as promoters to see that even though we do approach all the shoppers in our aisle, observing our shoppers allows us to identify the start of a conversation with a shopper Example: You are promoting hair care products, you observe a mom walking down the aisle with her child – immediately as a promoter you know that you can approach the mom talking about hair care for the whole family 2. Why do we need to engage with our shoppers? This allows us to connect with the shopper We are not talking to robots in store, we as promoters need to make a human connection with the person we are introducing our brand/product to Remember, every shopper walks into your store with a NEED. Use what you have learnt from the shopper through questions to find out if your brand/product is what could fulfill that NEED. That is a successful connection! 3. Can brands speak for themselves? If you had to put a product in front of you and ask it – “Why do I need you?” Do you think it would talk back to you and tell you why it’s such a great product? No – BUT YOU CAN! That is why you are in store - YOU are the voice for the brand/product you are promoting
- Use the slide or write up on a flipchart, explain that 100 shoppers enter a store and only 10 select. Explain that there are 40 shoppers at ‘See’ stage and the numbers decrease to 10 Explain you as a promoter have the potential to change this by exchanging with the shopper and starting a conversation Explain that if you aren’t paying attention to what the shopper is doing then you can loose them Be ready to engage at the right point to ensure that you control the drop out Watch their behavior and act at the right time
- 1. Observe: Allow the promoters to observe the person next to them, ask them what they notice about the person sitting next to them? Is it that they have great skin? Do they have a beautiful smile? Do they have a funky outfit on? etc. Can these observations help us start a conversation with a shopper? Of course they can! 2. Connect: Example of opening up a conversation using your observations: You are promoting oral care – “Wow mam, you have an amazing smile!” Example of opening up a conversation using a creative opening line: You are promoting an anti-ageing sunscreen – “Say Hello to Sunshine and Bye to Wrinkles!” Being different and unique grabs the shoppers attention and creates curiosity 3. Sell: Trial – this is where a shopper gets to try out the product through a tester in store or through samples Link Sell – this is where a shopper can purchase products that link or connect with each other, e.g. A facewash, toner and a moisturiser Cross Sell – this is where a shopper can purchase across various categories, e.g. A body lotion, a shower gel and a deodorant Switch – this is converting a shopper from your competitor to your brand Up Sell – this is where you can help the shopper buy a bigger item for convenience and value for money in the long run, e.g. From a 750ml foam bath to a 1ℓ foam bath. You could also get shoppers to upgrade from their current product to a more advanced product, e.g. from a coffee plunger to a coffee machine Know the Features and Benefits of your product – the more you know, the more you are confident in your product, the more trust you build with your shoppers