Skill-Development--InStore-Promoter/C2/Interacting-with-a-customer/English-timed
From Script | Spoken-Tutorial
| Time | Narration |
| 00:00 | Hello and welcome to this Spoken Tutorial on Interacting with the customer. |
| 00:06 | In this tutorial we will learn |
| 00:09 | the communication skills required for effective selling |
| 00:14 | to improve listening and questioning skills |
| 00:17 | the steps required to sell merchandise to a customer |
| 00:22 | to demonstrate and promote handsets on display |
| 00:26 | influence the walk-in customers to buy the product. |
| 00:31 | For an effective communication, the Store Promoter has to focus on four important things.
They are: |
| 00:39 | Understanding the customer’s communication style |
| 00:44 | Clarity in communication |
| 00:46 | The Art of Listening |
| 00:49 | The Art of Asking Questions |
| 00:51 | So, let's begin with a typical scene at a store. |
| 00:56 | A customer walks in and begins to browse through the display counter. |
| 01:00 | What should a Promoter do at this time? |
| 01:03 | First, allow the customer to see the products and examine them on their own. |
| 01:10 | At least for 2 mins, the Promoter should not interrupt or disturb the customer in between. |
| 01:17 | Tolerating silences means giving time to customers to feel comfortable after they enter the store. |
| 01:25 | Now the Promoter can open the sales call. |
| 01:30 | The Promoter should indicate sincere interest in helping customers satisfy their needs. |
| 01:36 | This can start with a SMILE. |
| 01:39 | And a simple question such as “What kind of phone you are looking for?”
OR |
| 01:46 | “Are you looking for a particular brand of phone?” |
| 01:49 | When communicating, it is a good habit to switch to the customer’s preferred language. |
| 01:55 | For eg: if the customer is speaking in Hindi, communicate in Hindi. |
| 02:02 | At all times, the Promoter must not let the customers feel uncomfortable. |
| 02:07 | Direct eye contact and hand movements help the customer to feel at ease. |
| 02:14 | Good voice and speech habits are critical at this stage. |
| 02:19 | Starting with simple questions, will facilitate the customer to give helpful information to you. |
| 02:26 | The Promoter always needs to listen carefully to the customer. |
| 02:30 | If a customer says he wants a “fancy” phone, find out what “fancy” means to that customer. |
| 02:36 | This is called “active listening”. |
| 02:40 | One way to demonstrate “active listening” is to repeat or paraphrase what customer has already said. |
| 02:48 | This creates a positive image in the mind of the customer. |
| 02:53 | The Promoter can also ask questions like- |
| 02:56 | What do you use your phone for? |
| 02:58 | What are the features you looking for in a phone? |
| 03:01 | What is your budget for the phone? |
| 03:04 | Do you prefer touch screen phones or qwerty keypad phones? |
| 03:10 | Features, advantages and benefits help the customers to “see” the merchandise better. |
| 03:17 | Features are a product’s qualities or characteristics. |
| 03:21 | Customers buy benefits, not only features. |
| 03:26 | The Promoter can guide the customer to the right product which will satisfy his needs. |
| 03:32 | He/she can clearly tell which of the needs expressed by the customer will be satisfied by the product. |
| 03:40 | So, the Promoter can greatly help in identifying the type of product the customer is looking for. |
| 03:48 | For Eg: All products available in the price range or brand the customer is considering. |
| 03:56 | Questions like: |
| 03:58 | How the customer plans to use the phone? |
| 04:01 | Whether the mobile is for self or is a gift for someone else? |
| 04:06 | Help in quickly narrowing down the options. |
| 04:10 | Sometimes, the customers have reservations about buying a product. |
| 04:15 | This may be because he or she isn’t satisfied with |
| 04:19 | the price, the product, |
| 04:22 | the store and its service, or the Store Promoter. |
| 04:27 | Reassurance works better than pressure with indecisive customers. |
| 04:32 | The best approach for handling reservations is to relax and listen. |
| 04:39 | Allow customers to verbalize their feelings completely and then respond. |
| 04:46 | First, agree that the customer’s reaction isn’t unusual. |
| 04:51 | Then proceeds to turn the objection into a benefit. |
| 04:55 | Price reservations are best handled with a two-step approach. |
| 05:00 | First, the Store Promoter should try to look at the reservations from the customer’s viewpoint. |
| 05:07 | For eg- the Promoter can ask |
| 05:10 | “Are you aware of other brands which have a similar model at a lower price?”
OR |
| 05:16 | “You say you saw this model at a lower price in another store. |
| 05:21 | Can you please tell me if it was the same model with same features?” |
| 05:25 | Remember, all customers want to buy a less expensive product. |
| 05:31 | But customers will pay a higher price when additional benefits are pointed out to them. |
| 05:37 | Such as- durability of the product |
| 05:41 | Service provided by the store |
| 05:43 | Credit availability |
| 05:45 | Return policy |
| 05:47 | The assortment that enables a customer to purchase an entire outfit in one store. |
| 05:53 | The second way to handle reservations is by suggesting products with a lower price. |
| 06:00 | How can the Store Promoter know that the customer is ready to buy? |
| 06:04 | Buying signals are verbal or nonverbal communications from customers indicating they’re ready to buy. |
| 06:11 | Facial expressions often show when a customer isn’t ready to buy. |
| 06:16 | Customers who frown or seem to be puzzled., may be indicating they aren’t thoroughly sold on the merchandise. |
| 06:25 | Customers’ nonverbal signals that indicate a Store Promoter should attempt to make a sale include: |
| 06:33 | Resisting a Store Promoter’s attempt to move merchandise out of the way. |
| 06:38 | Intently studying or re-examining the merchandise, handling it, and looking at it from different angles. |
| 06:45 | Smiling or appearing to be excited when looking at the item. |
| 06:51 | Handling or using a product for the second or third time. |
| 06:56 | Closing a sale occurs when the seller and buyer agree to the conditions of the sale |
| 07:02 | and the buyer makes a firm commitment to the transaction. |
| 07:06 | Closing the sale should be a natural ending of the sales process. |
| 07:11 | Throughout the sales process, leverage the technique of the “trial close”. |
| 07:17 | This will ensure that you have the customer’s buy-in at the end of the sales call. |
| 07:24 | Examples of “trial close” are - |
| 07:27 | “Sir, are you confident about your choice?” |
| 07:30 | “Shall I demonstrate all the features once again?” |
| 07:34 | Using the trial close near the end of a meeting gives you control over the sales process. |
| 07:40 | Now phrase the“closing question”: |
| 07:43 | “Shall I take this product for billing?” |
| 07:46 | OR “Will you pay by cash or card?” |
| 07:49 | OR “Will you make a complete payment or you want to avail the instalment scheme?” |
| 07:56 | Ask only one question at a time and wait for the customer's response. |
| 08:01 | There will always be some tension in the moment when a question is asked. |
| 08:06 | Wait patiently till the customer thinks and answers. |
| 08:12 | Thank the buyer, Reassure them that they have made a great choice |
| 08:16 | And move on to discuss service, etc. |
| 08:19 | If the customer is undecided, then listen to the buyer. |
| 08:24 | And ensure that the lines of communication stay open. |
| 08:28 | That way the Store Promoter will develop goodwill in the customer's eyes. |
| 08:34 | The customer may not make a purchase this time. |
| 08:37 | But will return the next time when they want to buy. |
| 08:40 | It is increasingly important for Store Promoter to build long-term relationships with customers so they’ll return to the store. |
| 08:50 | Goodwill is the value of customers’ feeling or attitude toward the retailer and Store Promoter. |
| 08:58 | Methods for building goodwill include: |
| 09:01 | Keeping the customer’s interest paramount, |
| 09:04 | Reaffirming the customer’s judgment, |
| 09:07 | Ensuring proper use of the merchandise, |
| 09:09 | Handling customer complaints and |
| 09:11 | Providing “above and beyond” service. |
| 09:16 | After the purchasing of products comes the billing process. |
| 09:20 | Billing process is required to transit customer smoothly from the sale counter to the billing counter. |
| 09:28 | Effective Sales Promoters suggest additional items before the sales transaction is completed. |
| 09:36 | Pushing for add-on sales is the responsibility of the sales Promoter, as he/she is the one who interacts with the customer. |
| 09:45 | Such items usually compliment the main product. |
| 09:49 | For example, Extended warranties, extra batteries, extra storage, covers, accessories, etc. |
| 10:00 | Assure the customer that the add-on items are really helpful items. |
| 10:05 | Finally proceed the billing. |
| 10:08 | After billing, hand-over the product in its casing along with all the add-on items to the customer...with a smile! |
| 10:18 | With this will come to the end of the tutorial |
| 10:22 | Let us summarize, In this tutorial we learn how to listen actively and to communicate with the customer |
| 10:29 | Handle customer's doubts and objections and |
| 10:33 | Influnce the customer to buy the product and addon items |
| 10:38 | The video at the following link summarises the Spoken Tutorial Project. |
| 10:44 | Please download and watch it. |
| 10:46 | The Spoken Tutorial Team conducts workshops and gives certificates to those who pass our online tests. For details, please write to us. |
| 10:57 | Spoken Tutorial Project is funded by NMEICT, MHRD, Government of India. |
| 11:04 | This tutorial has been created exclusively for the Telecom Sector Skill Council.
This is Nancy Varkey from IIT Bombay signing off. Thanks for watching. |
