HP Retail Sales Excellence T i i Training For HP Retail Sales Professionals

Based on the book “Retail Selling Ain’t Brain Based on the book Retail Selling Ain t Brain Surgery, It’s Twice As Hard” by James E. Dion

Welcome & Welcome & Introductions

You

Me Me

The Bar

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What Frustrates What Frustrates Customers The Most?

Topic Percent Pricing does not

Stores Magazine - BIG Research

Employees don’t know/care 21%

Understaffed 21%

Bad customer service 20%

top the list

Nor does out-of-stocks

Rude employees 19%

Staff no help 19%

Cannot find help 15%

stocks

Or, product complexity

Store policies 10%

Hires low pay/benefits staff 9%

Store presentation 2%

p y

p

Expensive 1%

Other 21%

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Customers Are Raising Customers Are Raising The Bar

What rated a 10 in 2001 is a 7 in 2011 and a 3 in 2021. What rates a 10 in 2011 will be a 7 in 2021.

10

10

10

7

10 7 3

Source: Hug Your Customers – Jack Mitchel CEO Mitchel/Richards

42001 2011 20214

T i i G lTraining Goals

Increase Average Sale (AS and UPT)

Increased Sales and Margin Increased Sales and Margin

Improve Customer Satisfaction

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The Focus Of This The Focus Of This Training

1. HP “Super Six” which are the six key questions that every HP Retail Sales Professional needs to ask the Customer before selling a HP product

2. FAB stories which are the way every HP Retail Sales Professional needs to teach the Customer how the products that they selected will meet their specific needs. They will do this by highlighting how the product’s features and attributes will benefit the Customer in relation t th i dto their needs Feature – What the product is

Attribute – What the feature does

Benefit – What the feature does for the Customer

3. Complete Solution Selling which is recommending complete solutions instead of just single products by adding on items that will make the purchase better for the Customer and more profitable for the store

4. “Trading up by trading down” which is learning the sales concept of starting with the top of the line and going down if necessary

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Based On One Of The B t R t il S lli Skill Best Retail Selling Skills Books Used By Harley-Davidson Worldwide

Ritz-Carlton Retail

Microsoft

Williams-Sonoma

Pottery Barn Kids

Dell

I t l Intel

Macy’s (Department Store)

And hundreds of othersAnd hundreds of others

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A dAgenda

Introduction to Retail Selling

The 9 Steps to a Successful Sales Relationship The 9 Steps to a Successful Sales Relationship

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Introduction To Retail Selling Th R il S l P f i l The Retail Sales Professional Job

How does selling rate with you among the following professions? Artist Athlete Police Officer Doctor Salesperson Lawyer Lawyer Teacher

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Did Y K Th tDid You Know That…

…SALES IS THE HIGHEST-PAID PROFESSION IN THE WORLD?

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D fi iti Of S lli Definition Of Selling

Selling is not yelling or telling

It is Helping the Customer find the BEST It is Helping the Customer find the BEST computer / printer / tablet / phone / touchpad / etc. and a COMPLETE SOLUTION for their needs needs

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The Retail Sales P f i l P l Professional Personal Traits What makes a great Sales Professional? Ego Empathy Extroversion Positive Attitudeos t e tt tude

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A Brief History Of A Brief History Of Selling

300 years ago we made the things we needed

In the mid-to-late 1800s what manufacturers In the mid to late 1800s what manufacturers produced Customers bought

In the early 20th century, manufacturers started producing more than was necessary The pushy producing more than was necessary. The pushy Salesman was born

In the late 1930s, the concept of marketing selling took root selling took root

Today, the concept of vending-machine selling is prevalent among many Retailers (including ONLINE RETAILERS!) ONLINE RETAILERS!)

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After Each Customer, After Each Customer, Ask Yourself:

What is the difference between what I just did and a vending machine?

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Th S t Of S lli The Secret Of Selling

You don’t sell what you think you do!

You certainly do not sell computers printers You certainly do not sell computers, printers, phones, scanners…

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The Nine Steps To A Successful S l R l i hi Th S l Sales Relationship – The Sales Roadmap

Step 1: The GreetingStep 2: Needs DeterminationStep 3: Product Knowledge / Product PresentationStep 4: Suggestion Selling / Complete Solution SellingStep 5: Trading Upp g pStep 6: Answering ObjectionsStep 7: The CloseStep 8: Maximizing the Last MomentStep 8: Maximizing the Last MomentStep 9: After Sales Service

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Step 1: The Greeting -Step 1: The Greeting Goals

Welcome the Customer

Make them feel comfortable before Make them feel comfortable before transitioning to the Needs Determination Step Why is ‘May I help you?’ wrong?

It l b d ‘Y ’ ‘N ’ ‘I It can only be answered ‘Yes’ or ‘No’ or ‘I am just looking’

It is a Needs Determination questionIt i t lit It is not polite

It does not help build rapport

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Id l Ti Ideal Time

Customers must be greeted Within 15 seconds of them entering the store/department

always standing, never sittinga ays sta d g, e e s tt g Within 3 rings for phone Customers Within 24 hours for e-mail Customers

If you are with a Customer and other Customers arrive If you are with a Customer and other Customers arrive you must acknowledge them With a simple smile Eye-contact A wave Then, apologize to them for the wait and reassure them that

they will be taken care of soon by saying: “Welcome to (your store name). I am sorry you have to wait. Someone will be with you shortly ”Someone will be with you shortly.

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B t G ti Best Greetings

The simplest Greetings are the best “Hi”; “Hello!”; “Good Afternoon”; “Welcome

to (your store name)”; “Good Morning! Thank you for calling (your store name)”

Greet regular Customers by welcoming them Greet regular Customers by welcoming them back and inquiring about their last purchase

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Id l Di t Ideal Distance

The ideal distance during the Greeting should be 15-25 feet

Human beings have a personal space

Let the Customer make the first move towards you!

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Step 2: Needs D t i ti Determination Customer Needs Customer needs, wants and desires are what

motivates them to buy

Our perception of what motivates people to buy (their needs), how they buy and what they expect from us is not always rightexpect from us is not always right

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Why Customers Buy Test True Or False? Individual (Time 5 Minutes)

1. Customers usually know what they want.

6. What Customers ask for, is not always what they want.

2. Most Customers want to be left alone when shopping.

3. Many people buy when they h

7. Most Customers have a price limit on their shopping needs.

8 Yesterday’s luxuries are today’sare unhappy.

4. Customers cannot be persuaded to buy something they said they did not want

8. Yesterday s luxuries are today snecessities.

9. Shopping can be an emotionally rewarding experience they said they did not want.

5. In times of tight money, Customers buy only what they need

rewarding experience.

10.Spending money makes people happy.

they need.

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Needs Determination Needs Determination Goals

Uncover the Customer’s needs, wants and desires

Determine what products will best match the Determine what products will best match the uncovered needs, wants and desires

Identify any complementary or additional products to add value and for a COMPLETE SOLUTION

Determine the aspects of the selected products Determine the aspects of the selected products and solutions that you will need to highlight in the Product Knowledge Step that match the uncovered Customer’s needs, wants and desires

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How Do You Move From Th G ti T Th N d The Greeting To The Needs Determination Stage?

Wait / Watch / LISTEN!

Ask questions Ask questions Customers love questions Questions save you and the Customer time

Ask either/or & open-ended questions “Is this for your office?”→ “Yes/No” versus “Tell me how you are going to use your new Tell me how you are going to use your new

computer.”→ Information!

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Clerk Vs. HP Retail Sales Clerk Vs. HP Retail Sales Professional

Customer: “Do you sell netbooks?”

Clerk: “Yes, we do, let me show you where Clerk: Yes, we do, let me show you where they are”

HP Retail Sales Professional: “How are you thinking of using it?”thinking of using it?

Clerk: “No, I am sorry we don’t carry netbooks”

HP Retail Sales Professional: “Is there a particular reason why you are interested in a netbook?”

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Super Questions Examples Super Questions Examples Wine Retailer Super Five

1. Is this for you or is this a gift?

2 What is the occasion? When are you planning 2. What is the occasion? When are you planning to drink or serve it?

3. How many people will be attending the y p p gdinner/ party/ event?

4. Is it casual or formal?

5. What will you be serving?

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Super Questions Examples H l D id M Cl h Harley-Davidson MotorClothes Super Five Gears

1. Is this for you or a gift?

2 What bike do you ride? 2. What bike do you ride?

3. How long have you been riding?

h ll b /4. When will you be wearing / using it?

5. What do you like most about riding?

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HP Super Six Questions HP Super Six Questions (Examples)

1. Who is the computer/printer/phone/tablet/etc. for?

2. What kind of computer/printer/phone/tablet/etc. do you use i ht d h l h h d it f ?right now and how long have you had it for?

3. Where do you plan on using your new computer (office, home, on the road)?

4. How do you plan on using your new computer/printer/ phone/ tablet/etc. for primarily and then what else are you going to be using it for?

5. How long do you/will you use your computer/printer/ tablet/etc. on average each day?

6. What are some of the things that you would like to improve about your current computer/printer/phone/tablet/etc. (if they currently own any of these products)/What do you expect form your new computer/tablet/printer/phone/etc.?

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Which Additional / Diff t Q ti W ld Different Questions Would You Ask And Why?

Which questions should you ask?

What questions should be part of every sale? What questions should be part of every sale?

1. _____________________________

2. _____________________________

3. _____________________________

4. _____________________________

5. _____________________________

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Li t & S t Listen & Suggest

Listen between the lines (active listening) Customer: “I am buying a new computer for

my niece who is going to be travelling overseas to attend university”

HP Retail Sales Professional: “That’s wonderful! I am sure that she is going to see and learn I am sure that she is going to see and learn amazing things”

Suggest: show the Customer some products and get their reaction to them

Remember Apple’s cardinal rule ‘no products under glass!’under glass!

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Step 3: Product K l d (P d t Knowledge (Product Presentation) - Goals Select the HP products to recommend to the

Customer that best match their identified d d d i needs, wants and desires

Identify and communicate to the Customer the selected HP products’ Features Attributes and selected HP products Features, Attributes and Benefits (FABs) that will satisfy their needs

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Features, Attributes & Features, Attributes & Benefits

A product’s Features are the things that you can see, feel, taste, smell, or hear

A product’s Attributes are what the Features do

A product’s Benefits are what the Features and pthe Attributes do for the Customer as related to their unique needs A product’s Benefits are what the Customer is

interested in and that you should sell your products for

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FAB ExamplesB ll Di M t l i Brunello Di Montalcino –Wine Store

Features (What the product is made of; its distinctive characteristics)

Attributes (What does the Feature do)

Benefits(How does the Feature help the

Customer, as related its distinctive characteristics)

to their needs)

Aged for up to 4 years, including 2 years in oak barrels.

Gives the wine an oaky, more complex and robust character.

It will be the perfect complement for your game and red meat dishes as well as your selection of powerful cheeses.c eeses

Top rated by wine experts. Makes it a highly regarded wine. Your guests will feel that you are treating them to some of the finest wines in the market and that you value their ability to appreciate good value their ability to appreciate good wine.

Rich garnet color; intense aromas and flavor of black berries; lingering aftertaste and long finish

Color is typical of the finest wines: aromas and flavors provide for a versatile and yet unique experience; aftertaste and finish

Your guests will appreciate the complexity of the wine and the sophistication of your choice.

finish. experience; aftertaste and finish add elegance to the wine.

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FAB ExamplesFAB ExamplesHP WebOS TouchPad

Features (What the product is made of; its

distinctive characteristics)

Attributes(What does the Feature do)

Benefits(How does the Feature help the

Customer, as related to their needs)

HP bOS T hP d ith B t A di ™ t h l Y t f f it HP webOS TouchPad comes with internal stereo speakers and Beats Audio™ technology.

Beats Audio™ technology was created to redefine what digital music playback should be. HP'sexclusive partnership with Dr. Dreand legendary music producer Jimmy Iovine has resulted in a

You can transfer your favorite songs from your personal collection onto your HP webOS and take them to go. And listen to your music the way recording artists intended.

Jimmy Iovine has resulted in a superior audio system that reproduces the original sonic integrity of digital tracks.

The new HP WebOS also comes with a front-facing 1 3 megapixel

It allows you to make video calls and a have a face-to-face

Now can call your friends wherever they are and feel like you are there with a front-facing 1.3 megapixel

webcam. and a have a face-to-face conversation on a large, vibrant screen

they are and feel like you are there with them because the quality of the video is so life-like.

It has a 9.7-inch XGA capacitive screen

It gives you a spacious workspace where you can easily visualize and

Now you can pause a game, tap an email notification, check your

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screen where you can easily visualize and organize activity cards that you are working on.

email notification, check your calendar, read a restaurant review, send an IM, then switch back to the game without closing anything.

FAB Examples FAB Statements Related To A FAB Statements Related To A Specific Customer Need –HP Pre3

Customer’s Need

Product Selected Features Attributes Benefits

A smartphone with The HP Pre3 comes Verertical slide-out Achieves the perfect No more struggling pa keyboard that is roomy and easy to use with just one hand.

with a… keyboard.p

balance of key size and roominess, so you can type quickly, comfortably, and accurately—

ith h d

gg gwith tiny letters on a touchscreen so close to each other that most of the time is spent correcting

i t d f even with one hand. And it’s backlit for easy viewing.

messages instead of communicating them!

A GPS enabled smartphone to find h b l

The HP Pre3 comes with…

Built-in GPS. Enables location-based services in

l k

With a tap, you can now allow these apps

h lthings but also to share one’s location through apps like Foursquare.

apps like Foursquare, Google Maps™, Yelp, and more.

to share your location or find things you need.

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FAB ExamplesFAB Statements Related To A FAB Statements Related To A Specific Customer Need –HP Pavilion dm3t Series

Customer’s Need Product Selected Features Attributes Benefits

HP P ili d 3t U d 4 25 lb d It i lt thi d N b Light, thin, portable notebook to use for travel.

HP Pavilion dm3t series.

Under 4.25 lbs. and less than 1.05”thick.

It is ultra-thin and ultra- light to make it easy to carry it but with all the power of a full PC.

Now, you can be a road-warrior without the aggravation of a heavy or bulky computer to sit on your lap while working your lap while working on flights, to remove for security checks or to store away.

A good notebook to HP Pavilion dm3t Intel(R) Pentium(R) Provide vivid video Now, you can enjoy A good notebook to use to play games. series. Processor U5400

(1.20 GHz, 3MB L3 Cache) + Intel(R) HD Graphics [HDMI, VGA].

playback, rich 3-D imagery, and enhanced power management.

great video when watching movies and enhanced 3-D content.

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Steps To Building Eff ti P d t Effective Product Presentations Learn everything about your HP products Sources available to you that you can use to ou a a ab o you a you a u o

enhance your Product Knowledge are: Personal use HP p od ct kno ledge mate ial HP product knowledge material Labels, brochures, product packaging information Web, magazines, newspaper articles, etc. Other HP Retail Sales Professionals and Customers What else?

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Learn To Build Effective F A ib B fi Feature-Attribute-Benefit Statements (FABs)

Emphasize the Benefits

Never speak of a Benefit that does not relate to Never speak of a Benefit that does not relate to an expressed Customer’s need

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P ti Th P d t Presenting The Product

Romance the product

Create visual pictures in the Customer’s mind Create visual pictures in the Customer s mind of your product’s Benefits — The Customer must see themselves in the Benefit Statement

Present it as if it were worth millions

Carry the respect throughout the entire sale

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Th G t S lThe Great Sale

A great sale is achieved when you can exactly match your Customer’s needs to your product’s F A ib d B fi Features, Attributes and Benefits

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Step 4: Suggestion Selling (C l t S l ti S lli ) (Complete Solution Selling) - Goals

The goal of Suggestion Selling is to exceed the Customer’s expectations by recommending complementary / additional products (a COMPLETE SOLUTION) that will enhance their experience SOLUTION) that will enhance their experience

The computer / printer / tablet / phone / etc. will perform better (faster/more efficiently) (function) / look better (fashion) / feel better (function / fashion) / ( ) / ( / ) /last longer (function), etc. Functional products are, for example, RAM, drives, wireless

devices, printers (if you are buying a computer), cables, cartridges, etc.

Fashion products are for example carry cases sleek phone Fashion products are, for example, carry cases, sleek phone sleeves, stylish speakers, colorful exteriors, sleek monitors, etc.

The Best Customer Service

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Th T t YThey Trust You

Are you totally organized?

Who is the expert? Who is the expert?

It is your principal job to teach the Customer They trust your judgment They trust your judgment

When the day arrives that your Customer knows more than you, begin to plan the Going O t f B i lOut of Business sale

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Best Suggestion Selling Best Suggestion Selling Tactics

Listen carefully to the Customer’s answers to the Super Six Questions and any other Needs Determination questionsDetermination questions

Make intelligent suggestions Say: “We also recommend”, “You will also

need” “This will work better / perform better / need”, “This will work better / perform better / last longer / look better with….”

If answer is “Yes”, continue. If “No”, stop

Practice, practice, practice! Give Me 5!

K t k f ll th dd (ADS UPT) Keep track of all the add-ons (ADS, UPT)

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It B i WithIt Begins With…

Superior Product Knowledge (and assortment knowledge)

Each HP product in your store has at least 5 more items that can go with it for a COMPLETE SOLUTIONSOLUTION

Listening carefully to the Customer’s answers to your Open-Ended Questions and any other Needs Determination question

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E lExample

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Any More??

E l Example

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Any More??

From Product Selling To C l t S l ti Complete Solution Selling COMPLETE SOLUTION SELLING requires in-depth

Product Knowledge

COMPLETE SOLUTION SELLING requires that you know your products very well

When selling SOLUTIONS instead of just products, price b d t ft b d or budget often become secondary

Because solution sizes adjust according to the needs of the Customer, the price of the solution will adjust accordingly

When selling COMPLETE SOLUTIONS Closing the Sale is When selling COMPLETE SOLUTIONS Closing the Sale is no longer about asking the Customer to buy. If the Solution is right, it’s just about Solution clarification

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Step 5: Trading Up Step 5: Trading Up Goals

The goal of Trading Up is to show and sell every Customer the BEST to ensure their

l i f icomplete satisfaction

“It’s unwise to pay too much, but it’s worse to pay too little When you pay too worse to pay too little. When you pay too much, you lose a little money—that is all. When you pay too little, you sometimes lose everything, because the thing you y g, g ybought was in-capable of doing the thing it was bought to do.”

John Ruskin British Social CriticJohn Ruskin, British Social Critic

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H S id It THe Said It Too

“There are three kinds of pipe. There's aluminum, which is

b Th ' b garbage. There's bronze, which is pretty good, unless something goes wrong. And something always goes something always goes wrong. Then, there's copper, which is the only pipe I use. It costs money It costs money costs money. It costs money because it saves money.”

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And Something Always And Something Always Goes Wrong!

It costs money because it saves money

Teach the Customer the difference between Teach the Customer the difference between price and cost Price is what you pay today

C t i h t ti Cost is what you pay over time

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PlPlus

Only rich people can afford Only rich people can afford to buy cheap products

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Is $299.99 For A HP PhotosmarteStation e-All-in-One Printer How eStation e All in One Printer How We Are Being Ripped Off, Or, Is Watered Down Milk A Rip Off?

Lower quality products priced affordably give consumers the sense that they are getting a b i h i f h i i d ffbargain when in fact they are getting ripped off

“Bad money drives out good” Gresham’s Law* As bad stuff drives out good the market for As bad stuff drives out good, the market for

quality shrinks, making the good stuff all the more costly

*Sir Thomas Gresham (1519 – 1579) 52

T di U T ti Trading Up Tactics

Show the best product and service first

Every Customer has the right to be shown and Every Customer has the right to be shown and sold the best

When shown the best product at the beginning p g gof a sale, Customers most often will choose that product

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Customers Don’t Always K Wh t Th W t Know What They Want Or Need When alternative HP products are available,

show the Customer 3 options and help them l h evaluate them:

Your BEST computer / printer / tablet / phone / etc. / service that will exceed the Customer’sexpectations expectations

A BETTER computer / printer / tablet / phone / etc. / than the one requested by the Customer (some additional Features and Benefits)(some additional Features and Benefits)

A GOOD computer / printer / tablet / phone / etc. / that matches the Customer’s request

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T di U T tiTrading Up Tactics

Don’t under-sell

Don’t over sell Don t over-sell

Right-sell

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Step 6: Answering Step 6: Answering Objections Goals

The goal of Answering Objections is to help the Customer make the right decision

Objections are a cry for help: The Customer needs more information

Th C t d ( iti The Customer needs reassurance (cognitive dissonance or buyer’s remorse)

Objections need not end a salej

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Three Types Of Three Types Of Objection

Objections due to skepticism “I don’t know about this, but I have had a

computer with this type of keyboard before and p yp yI really didn’t like it”, or, “This phone can’t display pictures in a good enough resolution.”

Objections due to confusion “I said that I wanted the fastest processor

made”, or, “I thought that this printer was Energy Star qualified.”

Objections due to a perceived drawback Objections due to a perceived drawback “Wow! I only wanted to spend half of that

amount!”, or, “I really wanted this notebook in silver, not in black.”

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Steps To Answering The Steps To Answering The Customer’s Objections

Repeat-downplay the objection To clarify To be polite To buy time Customer: “I really like this printer, but it Custo e ea y e t s p te , but t

costs too much.” HP Retail Sales Professional: “I can appreciate

that even if you really like this printer, you might find it a little more expensive than the others.”

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Steps To Answering The Steps To Answering The Customer’s Objections

Confusion: Rephrase the objection Correct the misconception “I am so sorry, I must have omitted to

mention this at the beginning of my presentation. This printer is energy star qualified which means that it is required to enter sleep mode when at rest, and use 80 percent less power than an always-on percent less power than an always on machine. This can save you $500 or more over the life of your printer.”

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Steps To Answering The Steps To Answering The Customer’s Objections

Perceived Drawback: Rephrase the objection Re state the Benefits Re-state the Benefits “It seems to me that you are a little concerned

about the price of the HP TouchSmart 610z series. I can appreciate your concern as it is priced slightly higher than the other machines. However, you did g , ysay that you liked the touch experience where your fingers are recognized before they touch the screen, making the interaction more accurate and responsive. And also the fact that you could surf the Web watch movies play songs and flip through Web, watch movies, play songs, and flip through photos, zip around with multi-touch gestures… pinch, rotate, arc, flick, press, drag. Also, you seem to really like that the display reclines to almost flat and swivels around 180 degrees making it the perfect computer for your kitchen counter perfect computer for your kitchen counter. Considering all this, I think that this is the right choice for you today and for the future.”

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Step 7: The Close Step 7: The Close Goals

The Close is the natural culmination of your efforts in the selling process

If you don’t Close (ask the Customer to buy) it was all done for nothing

The close is where ‘the rubber meets the road’

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B i Si l Buying Signals

Buying signals are the Customer’s verbal or non-verbal clues that tell you that they are

d bready to buy

If you fail to Close the Sale when the Customer gives you a buying signal you Customer gives you a buying signal, you may lose the sale

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T Of ClTypes Of Close

There are four types of Close that are the most frequently used and most effective Either/Or Close “Would you like to take the printer with

you or should we send it?” Assume the Sale Close Balance Sheet Close Last Chance Close “This is the final day of our sale and after

today the price will be higher”

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Cl Pitf ll Close Pitfalls

Talking yourself out of a Close

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S Th TiSave Them Time

Speed trumps everything – including price!

No longer a luxury but an expectation No longer a luxury, but an expectation

Retailers are more and more competing on speed

Speed up check out

Have supplies stocked & ready

Add POS during busy times

Cut down on needless approvals

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Step 8: Maximizing The Step 8: Maximizing The Last Moment

Compilation of Customer Satisfaction Surveys 66

Maximizing The Last Maximizing The Last Moment Goals

Ensure that the Customer will come back

Buy share of the Customer’s mind Buy share of the Customer s mind

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Maximizing The Last Maximizing The Last Moment Tactics

Saying a simple and sincere “Thank You” while looking the Customer in the eye “Thank you. We really appreciate you shopping with us”

Giving them a coupon to redeem at a later date (bounce back) Giving them a gift Using their name - the best sound in any language is the sound of

our own name!Al t lli th C t h th h d d h Always telling the Customer why they have made a good purchase

Helping them to their car if they have a big order Offering your ongoing assistance Handing them your business card (2, one for them and 1 for their

family and friends) family and friends) Telling them that you guarantee your products and to call you

directly if they have any questions or problems Inviting them back Others?Others?

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Step 9: After Sales Service V l Of A C t T Value Of A Customer To Your Store

Customers are not like buses, there is not another one coming along every 20 minutes

Customers can be worth millions over time Beyond transaction-driven retail

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Formula To Compute Th V l Of A The Value Of A Customer To Your Store

Average Amount Spent Per Visit $

Times Number Of Visits Per Year X

Total Annual Value = $ $

Times 30 Years Of Business X 30

Equals Total Customer Value = $ Equals Total Customer Value $

Times 10 Friends Or Family If An Apostle

X 10

Equals Total Potential Of An Apostle = $

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After Sales Service After Sales Service Goals

Build a relationship with the Customer and repeat business

Keep the Customer for life

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Best After Sales Service Best After Sales Service Tactics

Building a Customer File / Database to keep track of what, when and how Customers buy Mining the gold in your Customer Database Mining the gold in your Customer Database

Other easy-to-do After Sales Tactics: Sending them a thank you note after a purchase Keeping your regular Customers informed of events,

demonstrations, sales, new products, etc. via phone, mail or email

Guaranteeing everything you do for them Guaranteeing everything you do for them Calling the Customer a few days after a large

purchase to find out if they liked their new computer / tablet / phone / etc.Al k i i ! Always keeping your promises!

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R l PlRole-PlayTime: 30 Minutes

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Preparing For The Role Preparing For The Role Play

What is the goal of a Role-Play?

There are three different levels of Role-Play:y First level is the “Semi-Structured Role-Play”

(included here) The second level of Role-Play is specific to a product

or a Customer type and it is meant to help you learn yp p yto sell a particular product or deal with a specific Customer issue (not included here)

The third level of Role-Play is the “Impromptu Role-Play” which you should be using almost every day (not included here) (not included here)

Role playing is how you improve your skills and make more and more Customers happy!

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The HP Retail Sales The HP Retail Sales Professional Role-Play

Introduction

Instructions When you are the HP Retail Sales Professional

When you are the Customer

When you are the Observer

Timing Prepare for Role-Play 3 minutes Total for 1st HP RSP 10 minutes

Complete Role-Play 5 minutes Switch roles 10 minutes

Observer’s Comments 2 minutes Switch roles 10 minutes

Total for one HP RSP 10 minutes Total time 30 Minutes

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Ob ’ Sh tObserver’s Sheet

See Attachment

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C t S iCustomer Scenario

The best Role-Plays are re-living actual situations that we have encountered

Please, take a moment and remember a Customer that you had recently who was buying a new HP product What was it about buying a new HP product. What was it about that Customer that made it difficult to sell them? How did they behave? What was the Customer’s need? What information did the Customer provide you with so you could meet their needs?

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Customer Scenario Customer Scenario (Cont’d)

Knowing what you now do about the selling process, you are to behave just like the Customer that you remember. Fill out the f ll i i f ti t f l th C tfollowing information to prepare for you role as the Customer: Type of need: _______________ Type of Customer (student, business person, other): ______________ Requested product: _______________ Experience with this product (if they already own one):____________ Main and secondary uses: _____________________ Price or budget requirements (if this was important):______________

Remember, do not make it especially hard for the HP Retail Sales Professional. Make it easy for them to learn from this experience. Professional. Make it easy for them to learn from this experience. You don’t have to agree with everything suggested, but give them the opportunity to work through the entire sales process

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300 west grand avenue - suite 408 -chicago, illinois 60654 phone: 312.673.0187 p o 3 6 3 0 8

fax: 312.670.2250 www.dionco.com

www.storecheckup.comemail: info@dionco com or email: info@dionco.com or

jimdion@dionco.com

Thank You Chris & Thank Y All! You All! Stay In Touch