1 00:00:00 --> 00:00:05 Hello and welcome to this Spoken Tutorial on Interacting with the customer. 2 00:00:06 --> 00:00:08 In this tutorial we will learn 3 00:00:09 --> 00:00:13 the communication skills required for effective selling 4 00:00:14 --> 00:00:16 to improve listening and questioning skills 5 00:00:17 --> 00:00:21 the steps required to sell merchandise to a customer 6 00:00:22 --> 00:00:25 to demonstrate and promote handsets on display 7 00:00:26 --> 00:00:30 influence the walk-in customers to buy the product. 8 00:00:31 --> 00:00:38 For an effective communication, the Store Promoter has to focus on four important things. They are: 9 00:00:39 --> 00:00:43 Understanding the customer’s communication style 10 00:00:44 --> 00:00:45 Clarity in communication 11 00:00:46 --> 00:00:48 The Art of Listening 12 00:00:49 --> 00:00:50 The Art of Asking Questions 13 00:00:51 --> 00:00:55 So, let's begin with a typical scene at a store. 14 00:00:56 --> 00:00:59 A customer walks in and begins to browse through the display counter. 15 00:01:00 --> 00:01:02 What should a Promoter do at this time? 16 00:01:03 --> 00:01:09 First, allow the customer to see the products and examine them on their own. 17 00:01:10 --> 00:01:16 At least for 2 mins, the Promoter should not interrupt or disturb the customer in between. 18 00:01:17 --> 00:01:24 Tolerating silences means giving time to customers to feel comfortable after they enter the store. 19 00:01:25 --> 00:01:29 Now the Promoter can open the sales call. 20 00:01:30 --> 00:01:35 The Promoter should indicate sincere interest in helping customers satisfy their needs. 21 00:01:36 --> 00:01:38 This can start with a SMILE. 22 00:01:39 --> 00:01:45 And a simple question such as *“What kind of phone you are looking for?” OR 23 00:01:46 --> 00:01:48 “Are you looking for a particular brand of phone?” 24 00:01:49 --> 00:01:54 When communicating, it is a good habit to switch to the customer’s preferred language. 25 00:01:55 --> 00:02:01 For eg: if the customer is speaking in Hindi, communicate in Hindi. 26 00:02:02 --> 00:02:06 At all times, the Promoter must not let the customers feel uncomfortable. 27 00:02:07 --> 00:02:13 Direct eye contact and hand movements help the customer to feel at ease. 28 00:02:14 --> 00:02:18 Good voice and speech habits are critical at this stage. 29 00:02:19 --> 00:02:25 Starting with simple questions, will facilitate the customer to give helpful information to you. 30 00:02:26 --> 00:02:29 The Promoter always needs to listen carefully to the customer. 31 00:02:30 --> 00:02:35 If a customer says he wants a “fancy” phone, find out what “fancy” means to that customer. 32 00:02:36 --> 00:02:39 This is called “active listening”. 33 00:02:40 --> 00:02:47 One way to demonstrate “active listening” is to repeat or paraphrase what customer has already said. 34 00:02:48 --> 00:02:52 This creates a positive image in the mind of the customer. 35 00:02:53 --> 00:02:55 The Promoter can also ask questions like- 36 00:02:56 --> 00:02:57 What do you use your phone for? 37 00:02:58 --> 00:03:00 What are the features you looking for in a phone? 38 00:03:01 --> 00:03:03 What is your budget for the phone? 39 00:03:04 --> 00:03:09 Do you prefer touch screen phones or qwerty keypad phones? 40 00:03:10 --> 00:03:16 Features, advantages and benefits help the customers to “see” the merchandise better. 41 00:03:17 --> 00:03:20 Features are a product’s qualities or characteristics. 42 00:03:21 --> 00:03:25 Customers buy benefits, not only features. 43 00:03:26 --> 00:03:31 The Promoter can guide the customer to the right product which will satisfy his needs. 44 00:03:32 --> 00:03:39 He/she can clearly tell which of the needs expressed by the customer will be satisfied by the product. 45 00:03:40 --> 00:03:47 So, the Promoter can greatly help in identifying the type of product the customer is looking for. 46 00:03:48 --> 00:03:55 For Eg: All products available in the price range or brand the customer is considering. 47 00:03:56 --> 00:03:57 Questions like: 48 00:03:58 --> 00:04:00 How the customer plans to use the phone? 49 00:04:01 --> 00:04:05 Whether the mobile is for self or is a gift for someone else? 50 00:04:06 --> 00:04:09 Help in quickly narrowing down the options. 51 00:04:10 --> 00:04:14 Sometimes, the customers have reservations about buying a product. 52 00:04:15 --> 00:04:18 This may be because he or she isn’t satisfied with 53 00:04:19 --> 00:04:19 the price, 54 00:04:20 --> 00:04:21 the product, 55 00:04:22 --> 00:04:22 the store and its service, 56 00:04:23 --> 00:04:26 or the Store Promoter. 57 00:04:27 --> 00:04:31 Reassurance works better than pressure with indecisive customers. 58 00:04:32 --> 00:04:38 The best approach for handling reservations is to relax and listen. 59 00:04:39 --> 00:04:45 Allow customers to verbalize their feelings completely and then respond. 60 00:04:46 --> 00:04:50 First, agree that the customer’s reaction isn’t unusual. 61 00:04:51 --> 00:04:54 Then proceeds to turn the objection into a benefit. 62 00:04:55 --> 00:04:59 Price reservations are best handled with a two-step approach. 63 00:05:00 --> 00:05:06 First, the Store Promoter should try to look at the reservations from the customer’s viewpoint. 64 00:05:07 --> 00:05:09 For eg- the Promoter can ask 65 00:05:10 --> 00:05:15 “Are you aware of other brands which have a similar model at a lower price?” OR 66 00:05:16 --> 00:05:20 “You say you saw this model at a lower price in another store. 67 00:05:21 --> 00:05:24 Can you please tell me if it was the same model with same features?” 68 00:05:25 --> 00:05:30 Remember, all customers want to buy a less expensive product. 69 00:05:31 --> 00:05:36 But customers will pay a higher price when additional benefits are pointed out to them. 70 00:05:37 --> 00:05:40 Such as- durability of the product 71 00:05:41 --> 00:05:42 Service provided by the store 72 00:05:43 --> 00:05:44 Credit availability 73 00:05:45 --> 00:05:46 Return policy 74 00:05:47 --> 00:05:52 The assortment that enables a customer to purchase an entire outfit in one store. 75 00:05:53 --> 00:05:59 The second way to handle reservations is by suggesting products with a lower price. 76 00:06:00 --> 00:06:03 How can the Store Promoter know that the customer is ready to buy? 77 00:06:04 --> 00:06:10 Buying signals are verbal or nonverbal communications from customers indicating they’re ready to buy. 78 00:06:11 --> 00:06:15 Facial expressions often show when a customer isn’t ready to buy. 79 00:06:16 --> 00:06:24 Customers who frown or seem to be puzzled., may be indicating they aren’t thoroughly sold on the merchandise. 80 00:06:25 --> 00:06:32 Customers’ nonverbal signals that indicate a Store Promoter should attempt to make a sale include: 81 00:06:33 --> 00:06:37 Resisting a Store Promoter’s attempt to move merchandise out of the way. 82 00:06:38 --> 00:06:44 Intently studying or re-examining the merchandise, handling it, and looking at it from different angles. 83 00:06:45 --> 00:06:50 Smiling or appearing to be excited when looking at the item. 84 00:06:51 --> 00:06:55 Handling or using a product for the second or third time. 85 00:06:56 --> 00:07:01 Closing a sale occurs when the seller and buyer agree to the conditions of the sale 86 00:07:02 --> 00:07:05 and the buyer makes a firm commitment to the transaction. 87 00:07:06 --> 00:07:10 Closing the sale should be a natural ending of the sales process. 88 00:07:11 --> 00:07:16 Throughout the sales process, leverage the technique of the “trial close”. 89 00:07:17 --> 00:07:23 This will ensure that you have the customer’s buy-in at the end of the sales call. 90 00:07:24 --> 00:07:26 Examples of “trial close” are - 91 00:07:27 --> 00:07:29 “Sir, are you confident about your choice?” 92 00:07:30 --> 00:07:33 “Shall I demonstrate all the features once again?” 93 00:07:34 --> 00:07:39 Using the trial close near the end of a meeting gives you control over the sales process. 94 00:07:40 --> 00:07:42 Now phrase the“closing question”: 95 00:07:43 --> 00:07:45 “Shall I take this product for billing?” 96 00:07:46 --> 00:07:48 OR “Will you pay by cash or card?” 97 00:07:49 --> 00:07:55 OR “Will you make a complete payment or you want to avail the instalment scheme?” 98 00:07:56 --> 00:08:00 Ask only one question at a time and wait for the customer's response. 99 00:08:01 --> 00:08:05 There will always be some tension in the moment when a question is asked. 100 00:08:06 --> 00:08:11 Wait patiently till the customer thinks and answers. 101 00:08:12 --> 00:08:12 Thank the buyer, 102 00:08:13 --> 00:08:15 Reassure them that they have made a great choice 103 00:08:16 --> 00:08:18 And move on to discuss service, etc. 104 00:08:19 --> 00:08:23 If the customer is undecided, then listen to the buyer. 105 00:08:24 --> 00:08:27 And ensure that the lines of communication stay open. 106 00:08:28 --> 00:08:33 That way the Store Promoter will develop goodwill in the customer's eyes. 107 00:08:34 --> 00:08:36 The customer may not make a purchase this time. 108 00:08:37 --> 00:08:39 But will return the next time when they want to buy. 109 00:08:40 --> 00:08:49 It is increasingly important for Store Promoter to build long-term relationships with customers so they’ll return to the store. 110 00:08:50 --> 00:08:57 Goodwill is the value of customers’ feeling or attitude toward the retailer and Store Promoter. 111 00:08:58 --> 00:09:00 Methods for building goodwill include: 112 00:09:01 --> 00:09:03 Keeping the customer’s interest paramount, 113 00:09:04 --> 00:09:06 Reaffirming the customer’s judgment, 114 00:09:07 --> 00:09:08 Ensuring proper use of the merchandise, 115 00:09:09 --> 00:09:10 Handling customer complaints and 116 00:09:11 --> 00:09:15 Providing “above and beyond” service. 117 00:09:16 --> 00:09:19 After the purchasing of products comes the billing process. 118 00:09:20 --> 00:09:27 Billing process is required to transit customer smoothly from the sale counter to the billing counter. 119 00:09:28 --> 00:09:35 Effective Sales Promoters suggest additional items before the sales transaction is completed. 120 00:09:36 --> 00:09:44 Pushing for add-on sales is the responsibility of the sales Promoter, as he/she is the one who interacts with the customer. 121 00:09:45 --> 00:09:48 Such items usually compliment the main product. 122 00:09:49 --> 00:09:59 For example, Extended warranties, extra batteries, extra storage, covers, accessories, etc. 123 00:10:00 --> 00:10:04 Assure the customer that the add-on items are really helpful items. 124 00:10:05 --> 00:10:07 Finally proceed the billing. 125 00:10:08 --> 00:10:17 After billing, hand-over the product in its casing along with all the add-on items to the customer...with a smile! 126 00:10:18 --> 00:10:21 With this will come to the end of the tutorial 127 00:10:22 --> 00:10:22 Let us summarize 128 00:10:23 --> 00:10:28 In this tutorial we learn how to listen actively and to communicate with the customer 129 00:10:29 --> 00:10:32 Handle customer's doubts and objections and 130 00:10:33 --> 00:10:37 Influnce the customer to buy the product and addon items 131 00:10:38 --> 00:10:43 The video at the following link summarises the Spoken Tutorial Project. 132 00:10:44 --> 00:10:45 Please download and watch it. 133 00:10:46 --> 00:10:56 The Spoken Tutorial Team conducts workshops and gives certificates to those who pass our online tests. For details, please write to us. 134 00:10:57 --> 00:11:03 Spoken Tutorial Project is funded by NMEICT, MHRD, Government of India. 135 00:11:04 --> 00:11:09 This tutorial has been created exclusively for the Telecom Sector Skill Council. This is Nancy Varkey from IIT Bombay signing off. Thanks for watching.