Difference between revisions of "Skill-Development--InStore-Promoter/C2/Interacting-with-a-customer/English-timed"

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| This tutorial has been created exclusively for the Telecom Sector Skill Council.
 
| This tutorial has been created exclusively for the Telecom Sector Skill Council.
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This is Nancy Varkey from IIT Bombay signing off.  Thanks for watching.
 
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Latest revision as of 17:46, 23 March 2017

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.

Contributors and Content Editors

Nancyvarkey, PoojaMoolya

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