View source for Skill-Development--InStore-Promoter/C2/Interacting-with-a-customer/English-timed


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| '''Time'''
| '''Narration'''

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| 00:00
|Hello and welcome to this Spoken Tutorial on '''Interacting with the customer.'''

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| 00:06
|In this tutorial we will learn

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| 00:09
| the communication skills required for effective selling

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| 00:14
| to improve listening and questioning skills

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| 00:17
| the steps required to sell merchandise to a customer

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| 00:22
| to demonstrate and promote handsets on display 

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| 00:26
| influence the walk-in customers to buy the product.

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|00:31
|For an effective communication, the '''Store Promoter''' has to focus on four important things.
They are: 

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|00:39
|Understanding the customer’s communication style 

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|00:44
|Clarity in communication 

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|00:46
| The Art of Listening 

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|00:49
|The Art of Asking Questions 

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| 00:51
|So, let's begin with a typical scene at a store.

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| 00:56
|A customer walks in and begins to browse through the display counter.

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| 01:00
|What should a '''Promoter''' do at this time?

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| 01:03
|First, allow the customer to see the products and examine them on their own.

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| 01:10
|At least for 2 mins, the '''Promoter''' should not interrupt or disturb the customer in between. 

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| 01:17
|Tolerating silences means giving time to customers to feel comfortable after they enter the store.

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| 01:25
|Now the '''Promoter''' can open the sales call. 

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| 01:30
|The '''Promoter''' should indicate sincere interest in helping customers satisfy their needs.

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| 01:36
|This can start with a SMILE. 

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| 01:39
|And a simple question such as “What kind of phone you are looking for?”

OR

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| 01:46
|“Are you looking for a particular brand of phone?”

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| 01:49
|When communicating, it is a good habit to switch to the customer’s preferred language. 

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| 01:55
|For eg: if the customer is speaking in Hindi, communicate in Hindi.

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| 02:02
|At all times, the '''Promoter''' must not let the customers feel uncomfortable. 

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| 02:07
|Direct eye contact and hand movements help the customer to feel at ease.

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| 02:14
|Good voice and speech habits are critical at this stage. 

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| 02:19
|Starting with simple questions, will facilitate the customer to give helpful information to you.

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|02:26
|The '''Promoter''' always needs to listen carefully to the customer.

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| 02:30
|If a customer says he wants a “fancy” phone, find out what “fancy” means to that customer.

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| 02:36
|This is called '''“active listening”'''.

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| 02:40
|One way to demonstrate '''“active listening”''' is to repeat or paraphrase what customer has already said. 

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| 02:48
|This creates a positive image in the mind of the customer.

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| 02:53
|The '''Promoter''' can also ask questions like-

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| 02:56
|What do you use your phone for? 

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| 02:58
| What are the features you looking for in a phone? 

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| 03:01
| What is your budget for the phone? 

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| 03:04
| Do you prefer '''touch screen''' phones or '''qwerty keypad''' phones? 

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| 03:10
|'''Features''', advantages and '''benefits''' help the customers to “see” the merchandise better. 

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| 03:17
|'''Features '''are a product’s qualities or characteristics. 

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|03:21
| '''Customers buy benefits, not only features. 

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| 03:26
|The '''Promoter''' can guide the customer to the right product which will satisfy his needs.

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| 03:32
|He/she can clearly tell which of the needs expressed by the customer will be satisfied by the product. 

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| 03:40
|So, the '''Promoter''' can greatly help in identifying the type of product the customer is looking for. 

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| 03:48
|For Eg: All products available in the price range or brand the customer is considering. 

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| 03:56
|Questions like:

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| 03:58
|How the customer plans to use the phone?

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| 04:01
| Whether the mobile is for self or is a gift for someone else? 

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| 04:06
|Help in quickly narrowing down the options.

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| 04:10
|Sometimes, the customers have reservations about buying a product.

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| 04:15
|This may be because he or she isn’t satisfied with 

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| 04:19
| the price, the product, 

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| 04:22
| the store and its service, or the '''Store Promoter'''. 

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| 04:27
|Reassurance works better than pressure with indecisive customers. 

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| 04:32
|The best approach for handling reservations is to relax and listen. 

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| 04:39
|Allow customers to verbalize their feelings completely and then respond.

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| 04:46
|First, agree that the customer’s reaction isn’t unusual. 

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| 04:51
|Then proceeds to turn the objection into a benefit. 

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| 04:55
|Price reservations are best handled with a two-step approach. 

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| 05:00
|First, the '''Store Promoter''' should try to look at the reservations from the customer’s viewpoint.

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| 05:07
|For eg- the Promoter can ask

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| 05:10
|“Are you aware of other brands which have a similar model at a lower price?”

OR

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| 05:16
|“You say you saw this model at a lower price in another store. 

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| 05:21
|Can you please tell me if it was the same model with same features?”

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| 05:25
|Remember, all customers want to buy a less expensive product. 

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| 05:31
|But customers will pay a higher price when additional benefits are pointed out to them.

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| 05:37
| Such as- durability of the product

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| 05:41
| Service provided by the store 

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| 05:43
| Credit availability 

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| 05:45
| Return policy

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| 05:47
|The assortment that enables a customer to purchase an entire outfit in one store.

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| 05:53
|The second way to handle reservations is by suggesting products with a lower price. 

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|06:00 
|How can the '''Store Promoter''' know that the customer is ready to buy?

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| 06:04
|Buying signals are verbal or nonverbal communications from customers indicating they’re ready to buy. 

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| 06:11
|Facial expressions often show when a customer isn’t ready to buy. 

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| 06:16
|Customers who frown or seem to be puzzled., may be indicating they aren’t thoroughly sold on the merchandise.

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| 06:25
|Customers’ nonverbal signals that indicate a '''Store Promoter''' should attempt to make a sale include: 

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| 06:33
|Resisting a '''Store Promoter'''’s attempt to move merchandise out of the way. 

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| 06:38
|Intently studying or re-examining the merchandise, handling it, and looking at it from different angles. 

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| 06:45
| Smiling or appearing to be excited when looking at the item. 

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| 06:51
| Handling or using a product for the second or third time.

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| 06:56
|Closing a sale occurs when the seller and buyer agree to the conditions of the sale 

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| 07:02
|and the buyer makes a firm commitment to the transaction. 

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| 07:06
|Closing the sale should be a natural ending of the sales process.

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| 07:11
|Throughout the sales process, leverage the technique of the '''“trial close”'''.

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| 07:17
|This will ensure that you have the customer’s buy-in at the end of the sales call.

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| 07:24
|Examples of “trial close” are -

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| 07:27
|“Sir, are you confident about your choice?”

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| 07:30
|“Shall I demonstrate all the features once again?”

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| 07:34
|Using the trial close near the end of a meeting gives you control over the sales process.

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| 07:40
|Now phrase the“closing question”: 

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| 07:43
|“Shall I take this product for billing?” 

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| 07:46
|OR “Will you pay by cash or card?” 

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| 07:49
|OR “Will you make a complete payment or you want to avail the instalment scheme?” 

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| 07:56
|Ask only one question at a time and wait for the customer's response.

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| 08:01
|There will always be some tension in the moment when a question is asked.

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| 08:06
|Wait patiently till the customer thinks and answers.

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| 08:12
|Thank the buyer, Reassure them that they have made a great choice 

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| 08:16
|And move on to discuss service, etc. 

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| 08:19
|If the customer is undecided, then listen to the buyer.

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| 08:24
|And ensure that the lines of communication stay open. 

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| 08:28
|That way the '''Store Promoter''' will develop goodwill in the customer's eyes.

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| 08:34
|The customer may not make a purchase this time.

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| 08:37
|But will return the next time when they want to buy.

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| 08:40
|It is increasingly important for '''Store Promoter''' to build long-term relationships with customers  so they’ll return to the store.

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| 08:50
|Goodwill is the value of customers’ feeling or attitude toward the retailer and '''Store Promoter'''. 

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| 08:58
|Methods for building goodwill include:

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| 09:01
| Keeping the customer’s interest paramount, 

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| 09:04
|Reaffirming the customer’s judgment,

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| 09:07
| Ensuring proper use of the merchandise, 

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| 09:09
|Handling customer complaints and

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|09:11 
| Providing “above and beyond” service. 

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| 09:16
|After the purchasing of products comes the billing process. 

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| 09:20
|Billing process is required to transit customer smoothly from the sale counter to the billing counter. 

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| 09:28
|Effective '''Sales Promoters''' suggest additional items before the sales transaction is completed. 

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| 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. 

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| 09:45
|Such items usually compliment the main product. 

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| 09:49
|For example, Extended warranties, extra batteries, extra storage, covers, accessories, etc.

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| 10:00
|Assure the customer that the add-on items are really helpful items. 

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| 10:05
|Finally proceed the billing.

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| 10:08
|After billing, hand-over the product in its casing along with all the add-on items to the customer...with a smile!

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|10:18
| With this will come to the end of the tutorial

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|10:22
|Let us summarize, In this tutorial we learn how to listen actively and to communicate with the customer

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|10:29
|Handle customer's doubts and objections and

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|10:33
|Influnce the customer to buy the product and addon items

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|10:38
| The video at the following link summarises the Spoken Tutorial Project.  

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|10:44
|Please download and watch it.

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|10:46
|The Spoken Tutorial Team conducts workshops and gives certificates to those who pass our online tests.  For details, please write to us.

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|10:57
| Spoken Tutorial Project is funded by NMEICT, MHRD, Government of India.

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|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.
|}