5. The staff at the retail counters doesn’t use the
goods they sell and have no information about
the product.
The folks in a Shoe store in USA are athletes. They know everything
about running or the sport that interests you. The guys at the same
brand store in a shop in India have didn’t look anywhere close to an
athlete ! They wear the brand of shoes they sell, but I’m sure only as
‘store wear’. The store guy in SFO asked me what kind of running
stride I had. I had never heard of this before.
The guys in the same brand shop in India did not understand the
difference between running and jogging.
The brand owners have to make these sales folks use the product
and ‘get into’ the brand they sell.
Quote: rodinhood.com/indian retail service
6. The orientation should be ‘service’ and not
‘sales’ because sales precede great service
automatically sooner or later.
The Apple store in San Francisco gives you free lessons on how to
use and juice Twitter or begin blogging. It’s an open classroom –
just come, sit, learn and go. Nowhere do you get the feeling that
someone is going to sell you something. In my experience while in
India, within a few minutes of walking into a store, someone will ask
you what you want. When I answer – ‘nothing’, I get glared at!
Why the hell did you ask me in the first place?
Quote: rodinhood.com/indian retail service
7. - Don’t focus on looking smart yourself – make the
consumer smart instead!
I still remember walking into the Levis counter at Mumbai a couple of years
back ( ******* incidentally wins my prize for the absolutely worst store…in terms
of service in the world). The girls at the Levis counter were slim and pretty,
chewing gum, strutting around and constantly chatting among themselves
without a bother in the world that they had a job to do. I saw a few customers
(girls and their moms) standing on the side absolutely intimidated and
shadowed by these ‘modern’ girls! I asked one of these wannabe models what
was the difference between all those red, blue and black ‘tabs’ of Levis – she
looked snidely at her partner and asked if she knew… in a tone that made me
feel like a moron. (hmmm… shouldn’t she have known in the first place)?
The customers in the corner had vanished and so also had vanished valuable
sales for Levis.
Tell Sales people to either become models or Sales people and thus choose
between one profession. Don’t mix them up.
International brands can open as many stores as they want and stuff them up
till the walls burst, but it’s the sales folks who will make the cash register ring.
Set that right first.
Quote: rodinhood.com/indian retail service
9. “frontline issues have far greater impact on shopper
loyalty than Store quality issues”
Verde Group together with Wharton
• Not being able to find a Sales Associate when needed !
• Not being helpful when confused on product – lack of product
knowledge.
• Being ignored; no smile, no greeting, no eye contact
• Insensitivity to long check-out lines
• It appeared that the sales associate actually convinces the
customer not to buy, with his or her attitude !
TM
( a group of PARTNER HOLDING LLP company )
10. Retailers are looking for frontline personnel with
customer handling skills; in simple terms, it means …
“ all customers who walk in to a store should go
back with a smile, and with a product that they are
proud to have purchased, and with an intention of
returning again”.
TM
( a group of PARTNER HOLDING LLP company )
11. a comprehensive competence in each frontline
employee will help the objective….
• grooming
• courteousness
• attitude and approach
• communication skills
• upselling
TM
( a group of PARTNER HOLDING LLP company )
16. “more customers are lost and average ratios of footfalls
vis-a-vis purchases are lower than expected due to
unfriendly customer service by a sales associate”
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And bear in mind…DISGRUNTLED SHOPPERS TALK..AND
TALK..AND TALK ..leading to negative marketing of the
store or restaurant.
TM
( a group of PARTNER HOLDING LLP company )
19. WHAT IS REQUIRED IS NOT TRAINING TO TEACH…
BUT TRAINING TO LEARN.
UNSKILLED STAFF REQUIRE INTERACTIVE SESSIONS THAT MAKE THEIR
LEARNING A JOY.
AND IF THEY ARE INVOLVED, THEY LEARN FASTER, BETTER AND THEIR
OUTPUT IS GREATER.
TM
( a group of PARTNER HOLDING LLP company )
20. TM
presenting …
( a group of PARTNER HOLDING LLP company )
Approved by