Improving Retail Customer Engagement Part I

Connection

Relationship

Conve

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Retail Relationships

– Dale Carnegie

“To be interesting, you must first be interested.”

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Course Objective:

Business Objective:

To learn and practice a simple, tried and tested

methodology for improving retail customer engagement.

To increase current conversion levels to over 15%.

To provide a remarkable customer experience.

To increase repeat business.

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Retail Relationships Methodology

Connection

Relationship

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Day One:1. Connection !Learn the mindset & attitude required to genuinely connect with your customer and their story.Discover how to start an authentic, engaging dialogue that immediately starts to build a relationship with your customer.Understand the importance of confident body language, posture, eye contact etc when approaching your customer.

2. Conversation !Practice interacting and exploring with your customer using different questioning techniques.Learn how to listen to, gauge and even sense a response from your customer.Discover how to respond to your customer based on what you’ve just heard or observed.Learn how to move the conversation from exploring to purchasing.

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Why are relationships so important in retail?

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Retail Relationships Methodology

Connection

Relationship

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Connection Getting into the relationships mindset

Ask yourself: !

Who are your customers? What’s their background? What job might they have?

Why are they here? How did they get here? What’s their story today?

!What else would be useful to think about?

!C C

CYOU

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When building relationships why is asking questions so important?

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CYOU

Connection Preparing for an authentic first contact!

Be ready to ask about: !

Their clothing Their footwear

Their accessories Their hairstyle

Where they’ve already shopped The weather outside

Their children Their taste in music

How come they’re off today What brings them into London today

!Tip: Pick the things that interest you.

!What else could you ask about?

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YOU

Connection Are you ready?

Posture

Eye contact

Smile

Confident attitude

Body language

Approach

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What will you try out or do differently now?

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Retail Relationships Methodology

Connection

Relationship

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Conversation Asking questions that help you connect

CYOU

Examples of open questions: !!!

Examples of closed questions: !!!

Examples of probing questions: !

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What is active listening and how can it be used to build relationships?

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Conversation How do you actively listen to their responses?

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Step one: Observe !Listen out for hooks and watch for behaviours !

Tip: This will require you to ‘sharpen your senses’

I’m interested

I’m not interested

Go away

I’m distracted

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Conversation How do you actively listen to their responses?

CYOU

Your customer will sense that you are genuinely listening and interested in them.

Step two: Respond !SHOW you are really listening and observing by: !a) Asking questions based on what you just heard !b) Responding appropriately to what they say !c) Responding to how they speak !d) Responding appropriately to what they do

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Conversation Knowing how to move things in the right direction

Chose the right moment to steer the conversation towards

purchasing

Is there a link between what you’ve talked about and what’s

in your store

“So, what brings you into our store today?”

!“I noticed that you we’re looking

at one of our…” !

“Are you looking for something specific today?”

!“Earlier you mentioned…”

Dig around a little more by asking further probing

questions. !

Make sure they are relevant to what you just found out.

!This will help narrow down

purchasing options.

Thin

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What else can you ask at this point?

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What will you try out or do differently now?

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