| The art of retailing is a complex and demanding | | | | When you've done this a few times you will have |
| profession. However, with some guidance it can | | | | a very good idea of what comprises good |
| be made into a most enjoyable profession. | | | | retailing. |
| We are all retail buyers, we all go shopping. We | | | | First of all, let's have a look at the initial approach |
| also see different skills applied to customer | | | | to the customer. Imagine that you are in your |
| service and retailing. At the bottom end of the | | | | store and the customer walks in. What is the first |
| scale there is the studied indifference of the sales | | | | thing you should do? Well, the first thing that |
| assistant and at the top end of the scale there is | | | | should happen is that the customer's presence is |
| the professional approach that makes you want | | | | acknowledged. This can be done in lots of ways |
| to return to the store. | | | | from making eye contact, nodding in recognition |
| Deliberate and constant training radically improves | | | | to the customer, smiling at them, saying, "Hi, I will |
| performance and helps to raise and set standards | | | | be with you in just a moment." As a result of this |
| within the retail business. If you don't train, you | | | | approach the shopper knows that her presence |
| can't expect people to get to the next level and | | | | has been recognised and that is very, very |
| that's why so many businesses have to | | | | important. All the other customers know that |
| continually waste time addressing the same issues | | | | they have been recognised and this gives them |
| and problems over and over again | | | | the confidence to ask questions. When you can |
| Quality training is guaranteed to make you money. | | | | create an environment that customers ask |
| When your customers receive top-notch service | | | | questions you are well on the way to making |
| no matter who they are dealing with in your | | | | sales. |
| organisation, they will keep coming back and | | | | One of the biggest problems associated with retail |
| buying more. Effective training saves you money | | | | selling is that the training is not frequent enough |
| because it reduces staff turnover. When staff | | | | and not effective enough. Here are three of the |
| know exactly what to do in any situation, they | | | | skills necessary to be a professional retail |
| have the tools to thrive in your business. Training | | | | salesperson. |
| boosts confidence and reduces stress. With | | | | Number one skill is the ability to listen. There are |
| organised and regular training programs, your | | | | couple of points about good listening that are |
| business will be a better place to work. | | | | worth remembering. The first point is that passive |
| Training is pro-active. It keeps your business | | | | listening consists of just apparently listening but on |
| healthy and prepared. | | | | the other hand active listening encourages people |
| Remember that repetition is the key. No one | | | | to talk. Active listening involves the listener saying |
| ever gets good anything without repetition. | | | | things like, "Tell me more," "I see" as well as |
| Everything you ever learned of importance in | | | | active body language such as nodding and |
| your life came about because of repetition and | | | | maintaining eye contact. |
| feedback. Toilet training, riding a bicycle, swimming, | | | | Active listening encourages people to talk and as |
| playing a musical instrument, golf, football, chess | | | | they talk you will learn more about them so you |
| are all learned through repetition and feedback. | | | | are in a position to be able to provide products to |
| In retailing there are two types of training. | | | | meet their needs. |
| Product training and sales training. Product training | | | | Number two skill is the ability to observe. |
| focuses on knowledge, sales training focuses on | | | | Watching customers will give you an insight into |
| skills. Generally speaking, a lot more effort is put | | | | their requirements. Just remember that men and |
| in the development of knowledge than the | | | | women shop differently. Women will browse but |
| development of skills. | | | | men will look for specific items. The worst thing |
| We emphasise the development of skills because | | | | you can say to a man is, "Can I help you?" This is |
| knowledge can be acquired in a relatively short | | | | a closed question in other words it is closed to all |
| time whereas skills take some time to develop | | | | answers apart from "Yes" and "No." Nine times |
| and are the result of guided practice. | | | | out of ten, the predictable answer from a man |
| In retailing, most staff know what to sell but they | | | | will be,"No." If you watch carefully you will see the |
| don't always know how to sell. | | | | right time to approach the customer. |
| Try this. The next time you go into any store | | | | Number three skill is the ability to ask questions. |
| watch and observe the sales staff. Ask yourself | | | | Someone in their wisdom has suggested that |
| these questions. Are they watching the people in | | | | good questions to ask are open questions such |
| the store? Do they ask questions? Do they | | | | as, "How's your day been today so far?" Most |
| annoy the customers by asking silly questions? Do | | | | people find this infuriating and mumble, "OK." |
| they acknowledge the customers when they walk | | | | However, some innovative answers have been |
| in the door? Do they make eye contact? Do they | | | | overheard. Examples are, "None of your business." |
| smile in a genuine fashion to make the customer | | | | "Horrible, I've just got back from the dentist." |
| feel welcome? After watching and listening ask | | | | "Not good. My eyelashes hurt." "What's it got to |
| yourself this question. "Will these people come | | | | do with you?" |
| back again and again?" | | | | Even questions like, "How are you today?" have |
| It is worthwhile spending half a day just to listen | | | | the potential to create resentment and produce |
| and look at people in retailing to pick out those | | | | smart answers. |
| behaviors that will attract or repel customers. | | | | |