RETAIL SALES TRAINING

RETAIL SALES TRAINING

FOR FLOOR EXECUTIVES

INDRANIL BHADURI

[email protected]

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.

TableShelveCube4 way rackT stand

Round RackRail RackShowcaseWaterfallStraight 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 Rack17.Sphere of Influence18.Stock-Keeping Unit (SKU)19.Store Designs20.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

IMPORTANTSIGHT

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:PushyL :LoudO:ObnoxiousYou 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 staffwearing clean, ironed uniforms. It is aboutshaving dailyUsing the right type and the right

amount of deodorantit is about bright eyes and warm smiles

It is about

Polished shoesNo 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

[email protected]