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hi friends welcome to another video on tutorials point with meter charm today in this retail segment we will talk about retail selling skills well friends retails most important function is selling and that is the reason why most of the retailers are there in the market to sell their product and services and to gain a profit out of it so today in this module we look at retail scaling skills in detail let's get started looking at the agenda what are we going to discuss on we'll talk about what retail selling is all about define or identify the pre selling activities we will also talk about the 7 step process for selling better product knowledge and the importance of product knowledge and FA B and buying signals FA b is features advantages and products which help you to sell your products better I'm very excited to teach you on this module let's immediately start certain facts about retail selling is that customer is always the king no matter what happens no matter whatever happens in terms of your own objective or problems customer is not bothered he or she is always going to be the king if an organization cannot meet at least his customers expectation it will always struggle and that is a proven fact you need to meet the demands of your customer also a lot of customers are satisfied when you promise something probably an under promise and you over deliver and customers are dissatisfied if you over promise and under deliver so hence friends it's very important that you always need to get your customers delighted let's take a look at what are the different customers types or rather what do they differ in customers differ ing to social and demographic factors so there will be customers living in different parts of the city or locations and hence they differ in their mindset customers also differ in terms of the economic situation a lot of customers are really wealthy and rich and some customers are not so rich so they differ in the economic status as well customers differ in terms of the economical rather economical situation is already there educational standards there are customers who are very knowledgeable and educated well there may be some customers who are not so knowledgeable and so educated competitive products there might be customers who might be using your own competitor product and hence it's difficult to get them converted to your own brand at times while looking at this we can conclude by saying that one size does not fit all so you will have probably as a retail staff you might be catering to people from different different locations and economic standing etc and hence one size is not something that may fit all let's look at a very interesting model which is known as the IDA model now when we come to talk about retail Ida is a model which will really help you understand how to take selling skills better so either stands for attention interest desire and action well the IDA model is widely used in marketing and advertising to describe the steps or the stages that occur from time when a consumer first becomes aware of what your product is all about or what your brand is all about and then they either buy the product or not buy the product so IRA is a marketing strategy which is used by most of the retailers all over the world to first get your consumers understanding or aware about your product let's quickly look at Ida explain in detail something first gets the customers attention and hence it's important to first attract your customers if it's relevant to the customer they are interested to learn or hear more about your product or service if the product or service is something that they need they will start to desire that product they need it so they will definitely desire that product if they are prompted or stimulated they even become motivated or succeptible to take the action to actually go and buy that product so this is a pre was it in terms of before getting into selling you need to first get your customers interested and aware about your product through the IRA model friends we will now look at the seven steps for sales now these steps are very essential and important in order to sell your product or service the first step is a pre-sale preparation then you open the same you progress the sale there is a sales presentation where and the actual product is being sold there might be some objections from the customers and hence that's objection handling closing the sale which is the sixth step in the sales process and the post sale follow-up we will now look at each and every step in detail to make you understand selling better let's look at the first step that is the pre-sale preparation there is a certain checklist which needs to be followed by the retail staff when we talk about pre preparation so they need to make sure that the counter or the section where in there standing needs to be absolutely clean and neat and tidy display of the merchandise as for the planogram which is the storyline of that particular product organising replenishment from the receiving Bay and back store area so you need to make sure that your stock is in enough quantity in shore circulation plan for this section check the display and the focal points it's important to make sure that all your displays are neat and tidy and they are looking at their very best ensure that the price as well as the security tags are there on each and every item it's really not good if a customer comes and ask you the price of something which is already there on the product so they need to be visible for each and every product and making sure that the cash counters are clean neat and tidy and that is a responsibility of the cashiers let's look at the second step of selling which is opening the sale while the staff has made sure that the pre preparation is taken care of he or she now needs to make sure that the sale opens for that there are certain things that he has to do example why to greet it's important that greeting is the first impression that a customer makes on you so whenever a customer is there in your particular action you need to first greet them you need to greet them ing to the time of the day and also make sure that you first make an eye contact with the customer before you greet him aha whether to approach a lot when customers are of different kinds some customers like to be approached too immediately as soon as they enter a retail store and there are certain customers who don't like to be disturbed and they like to shop alone so you need to decide whether to approach to a customer or no you need to understand how to greet with a smile on your face and a good body language you need to listen to your customers and that's a very important point because if you're not listening to your customers your customers who are not going to become your loyal customers what not to do well it's ensuring that you're not really standing in a bad body language or you're not really doing something in front of a customer which is casual and looks very lethargic and liman types so be very very sure about what you're not supposed to do this is the way that opening or sale happens now we are getting into the next step which is progressing the sale well part of the selling process immediately follows after the opening so once you greeted the customer you've made an eye contact and you're smiling at them pleasantly it's important to now start your selling process the aim in opening or sale is to close it and to a good opening gives a salesperson a lead in the sales presentation so it's important that you're opening of a sale needs to be done in a very efficient and effective manner there are two major aspects in this particular process of progressing the sale let's quickly look at what these two aspects are the first aspect is discovering the need of the customer now customers at times are really unaware of their own needs and desires you need to probe the question to the customer by asking a lot of questions like open-ended questions and closed-ended question to understand and probe the requirement of the customer or the need of the customer once you have understood the need of the customer you need to analyze it amongst yourself or rather have a conversation with customer as to what would really go for that particular occasion that the customer is buying a customer might be buying for a party a formal wear a casual wear and that is something you need to understand only by probing them how you do this is with the help of an acronym which is known as crusade well there is always some or the other underlying customer motivation behind any purchase decision so what is really motivating the customer to come and buy from you is what you need to understand it helps the salesperson to understand and identify what to sell and what more could be sold to that particular customer what kind of add-on selling and cross selling you can do by understanding what is crusade let's look at them C stands for comfort whether the customer is comfortable with that particular garment reliability of the brand of the USP of the brand ego of the customer can also come in the way whether the customer finds that product worthy in terms of the value the safety of that particular product especially with regards to cosmetics etc customers have always a question of whether it's safe for my skin or no appearance of the particular product the product needs to look neat and tidy and not soiled and hence the appearance the durability of the product and service and how elegant is that product all these factors will help a customer to decide whether they would want to buy the product or know looking at the next important factor in terms of the sales process now sales presentation is the area or the time when you're going to be talking about the product to the customer and hence over here it's important that a staff member or a retail staff needs to have a lot of energy and motivation when he or she is selling a particular product to a customer and also you need to talk about the presentation of the customer you know of the product by talking about the features of the product the advantages as well as the benefit of that particular product to the customer so friends it's important that the presentation of the product needs to be done in the most wow factor with we'll help the customer buy the product from you well the next step friends in terms of the sales process is objection handling whenever a particular product is sold to a customer's customers might not always say oh yes immediately they might object to you know various reasons like probably the price of the product they might object to the value of the product they might object to the suitability of the product well customers always do not say yes there might be or no at times now objection handling is something that a lot of people fear because they feel that the sale is not going to happen because of this objection which a customer might have now how do we really understand objection handling let's take a look you need to firstly carefully listen to the objection do not get defensive about when a customer is you know seeing a no for a particular product it's important to first listen carefully remain calm do not lose your composure never ever interrupt when a customer is objecting to something if they are objecting about the price do not interrupt them just listen out to them restate the objection faced as a question empathize with the customer empathizing is putting yourself into your customers shoes and understanding from their point of view so it's important to empathize with the customer seek the customer's agreement from your own response so try and understand that objection handling is just merely a question from the customer side they just need an answer to that question so do not get defensive and follow all these steps in terms of objection handling well friends now you become to the closure of the sale so you have followed all the steps of sales and now this is the time when you need to close the sale before the customers vanishes into thin air so how do you close a customer or rather a sale is very important there are different types of closing for a particular product you can do a direct close a direct closes by asking the customer whether they want to buy the product or no so it's either a yes or a No the assumption Clause is when you're trying to understand whether the customer is really interested in buying the product so you're trying to assume that they are or they are not the limited choice clothes this is again a way of closing wherein you do not give them too many choices you limit the choice and you try and close the suggestion close is a close a kind of a technique or strategy to close wherein you are just trying to suggest them that mom I think this pair of blouse would really go with this pair of skirt and you're trying to suggest your own understanding about the product which will help you close the product now friends it's very important you should never take a lot of time in closure because a customer might lose the interest in that particular product hence it's important to close immediately friends that brings us to the end of this particular nice module on retail selling skills I hope you have understood all that we have tried to teach you about selling well happy selling to you and keep watching for more videos thank you