selling skills sales induction - Extendingthereach.com [PDF]

SELL. STEP. WHAT YOU DO. HOW YOU DO IT. Sell by demoing a unique feature of the product while providing a recommendation of the best solution in a pressure-free way using relevant value ... wants and desires you are ready to show your customer the perfect solution. Here are some examples you can use to ...

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Idea Transcript


BEST BUY

SELLING SKILLS SALES INDUCTION

OUR OUTCOMES • Welcome a customer in a unique manner that initiates conversation. • Understand the customer’s journey, meet them where they are and ask natural questions to understand the ideal solution for the customer. • Sell by demoing a unique feature of the product while providing a recommendation of the best solution in a pressure-free way using relevant value propositions. • Appreciate the customer business and build a relationship as a trusted advisor.

TRAINING, LEARNING & DEVELOPMENT

RENEW BLUE Reinvigorate and rejuvenate the CUSTOMER EXPERIENCE

Attract and inspire LEADERS AND EMPLOYEES

Work with VENDOR PARTNERS to innovate and drive value

Continue leadership role in positively impacting OUR WORLD Increase ROIC for INVESTORS

How does what you are learning this week support Renew Blue?

TRAINING, LEARNING & DEVELOPMENT

IGNITE THE POSSIBLE

MISSION

TO IGNITE HUMAN POTENTIAL.

TRAINING, LEARNING & DEVELOPMENT

THE BEST BUY CUSTOMER PROMISE What are the 5 components of The Customer Promise?

• The latest devices and services - all in one place • Knowledgeable, impartial advice • Competitive prices • The ability to shop when and where you want • To support you for the life of your products TRAINING, LEARNING & DEVELOPMENT

SELLING SKILLS STEPS OF THE SALE

TRAINING, LEARNING & DEVELOPMENT

STEPS OF THE SALE

WELCOME UNDERSTAND SELL APPRECIATE TRAINING, LEARNING & DEVELOPMENT

SELLING SKILLS WELCOME

TRAINING, LEARNING & DEVELOPMENT

WELCOME STEP WHAT YOU DO Welcome a customer in a unique manner that initiates conversation.

HOW YOU DO IT •





TRAINING, LEARNING & DEVELOPMENT

Welcome or acknowledge the the customer in a timely manner Be friendly, attentive and courteous Start a conversation with the customer

WELCOMING ENVIRONMENT •

Be friendly



Be attentive



Be aware of your surroundings



Be unbiased



Be clear



Be aware of your appearance



Be enthusiastic



Be courteous



Be a good listener



Create a pressure-free environment TRAINING, LEARNING & DEVELOPMENT

WELCOMING THE CUSTOMER Why do we welcome customers? • To make them feel welcome. • To encourage them to stay. • To show we care.

One out of three people do not get welcomed and leave the store.

TRAINING, LEARNING & DEVELOPMENT

CONNECTING WITH CUSTOMERS • What does the phrase “people buy people” mean? • Customers begin making decisions about you as soon as they see you. • Customer‘s perceptions can be based on your interactions with other customers, your interactions with employees, or how you hold yourself when you do not even know others are watching. • What sort of things might influence a customer’s opinion of you?

TRAINING, LEARNING & DEVELOPMENT

HAND-TO Connect customers with Sales Consultants to maximize the experience of shopping a brand. A good hand-to includes: • Introducing customer to Sales Consultants • Summarizing what has been learned already • Stating the expertise the Vendor Expert has to build confidence Hand-tos will happen from: • Sales Consultant to Vendor Expert • Vendor Experts to Vendor Expert • Vendor Experts to Sales Consultants TRAINING, LEARNING & DEVELOPMENT

SELLING SKILLS UNDERSTAND

TRAINING, LEARNING & DEVELOPMENT

UNDERSTAND STEP WHAT YOU DO Understand the customer’s journey, meet them where they are and ask natural questions to to understand the ideal solution

HOW YOU DO IT •



solution for the customer. •



TRAINING, LEARNING & DEVELOPMENT

Ask questions to understand the best solution Ask the customer if they are a My Best Buy or Best Buy Credit Card member Ask the customer “What’s important to you?” and note the key product attributes or customer customer considerations Utilize the sales tools

UNDERSTAND YOUR CUSTOMER Why do we need to understand our customer? • Find out what they already know, what research they have done and where they have been. • To discover their needs, wants, and desires. • To effectively recommend a complete solution that not only fits their current needs, wants, and desires, but lets them know how we can meet future needs. • Are they a My Best Buy cardmember? Or Rewards member? What should we ask more about, the person or the product? • Could you recommend a ___________ to your parent or best friend without asking them a single product question? TRAINING, LEARNING & DEVELOPMENT

CUSTOMER MOTIVATIONS • Customers are motivated to buy for many reasons… • People are not shopping for products, they are shopping for a better or easier way of life. The products we sell will help them accomplish this. • With the right technology people can do amazing things.

TRAINING, LEARNING & DEVELOPMENT

FEATURES AND BENEFITS Item: TV Feature

Benefit

Split-Screen Web + TV

You never have to choose between your favorite show and your favorite site.

TRAINING, LEARNING & DEVELOPMENT

ASKING QUESTIONS Why do we ask questions? All questions fall into two categories, open ended or closed ended. • What is an open ended question?

• What is a closed ended question?

TRAINING, LEARNING & DEVELOPMENT

WHAT TO DO WITH WHAT YOU’VE LEARNED • Always be listening for answers that will help in recommending a complete solution. • This means listening for reasons why they need: – Geek Squad Protection – Trade In – My Best Buy

– Accessories – Content – Connections – Services • When you discover a reason for a service or accessory, be sure to use the sales tools to capture what the customer said and use them to show the customer what they said they needed: —Core Blue —Customer Recommendation Worksheets TRAINING, LEARNING & DEVELOPMENT

SELLING SKILLS SELL

TRAINING, LEARNING & DEVELOPMENT

SELL STEP WHAT YOU DO Sell by demoing a unique feature of the product while providing a recommendation of the best solution in a pressure-free way using relevant value propositions

HOW YOU DO IT •











TRAINING, LEARNING & DEVELOPMENT

Include the customer in a demo of the key features and benefits of the product. Explain the features and benefits the customer was unaware of. Recommend accessories, GSP, services connections solutions and explain how they they enhance the customer experience. When applicable, ask the customer about their wireless network, current service provider and number of devices they have connected to the network Use all available options to get the product to the customer. Explain why Best Buy is the place to shop and ask for the sale.

THE TRANSITION FROM UNDERSTAND Now that we have discovered and summarized our customer’s needs, wants and desires you are ready to show your customer the perfect solution. Here are some examples you can use to transition: • Based on everything you’ve told me, I have a great feeling around what you want. May I show you? • I’ve got something you’re going to love. It’s right over here. • Now that I have an idea of what you had in mind, let’s take a look at some possibilities.

TRAINING, LEARNING & DEVELOPMENT

WHY DO WE DEMO? How does a great demo create customer delight? • Shows the customer that with the right technology they can do amazing things. • Bonds the customer to the solution • Helps close the sale • Reduces returns and exchanges • Sets up additional products and services • Builds trust, credibility and shows we’ve been listening • Establishes value

TRAINING, LEARNING & DEVELOPMENT

HOW DO YOU DEMO WHAT DO YOU DO DURING THE DEMO? • Observe the customer throughout the interaction to gauge their comfort level and interest • The product needs to be in customer’s hands when available • Stand next to the customer not in front of them • Be aware of the pace of the demo • Be able to demo features, actions and benefits and have the customer replicate it • The demo should be put into the customer’s real life: “Imagine on Saturday you are waiting for your son and you could…”

TRAINING, LEARNING & DEVELOPMENT

SELLING ACCESSORIES Why should we recommend accessories to our customers? • If a customer has the right accessories for their product, they are able to use it more effectively.

Activity: • In your connected solution groups look at your recommendation and add the accessories needed for the complete solution. • Be ready to speak to why you added the accessories.

TRAINING, LEARNING & DEVELOPMENT

SELLING CONNECTIONS AND CONTENT Personalization is key: When the right devices, accessories, connections and content are in sync with a customer’s unique profile, the result is a fully-connected experience.

Activity: • In your connected solution groups look at your recommendation and add the connections and content needed for the complete solution. • Be ready to speak to why you added the connections and or content.

TRAINING, LEARNING & DEVELOPMENT

WHAT DOES GEEK SQUAD DO?

…HT installers?

…Repair techs?

…Mobile installers?

… PC support?

We are a Company in service to others (we just happen to work with technology.) TRAINING, LEARNING & DEVELOPMENT

GEEK SQUAD SERVICES Geek Squad Services include: In-Store: • Troubleshooting • Data back-up • Virus removal • Remote start • Car stereo systems • Back-up camera In-Home: • Smart home install • TV, sound system, remotes, calibration • Delivery, installation and • Appliance repair services • Networking • Data back-up • Remote troubleshooting TRAINING, LEARNING & DEVELOPMENT

Geek Squad City and Depots: • Major Appliance repair • Computer and Tablet repair • Digital Cameras and camcorders • Gaming devices • Etc. Online and Phone: • Geek Squad Online Support • Diagnosis • Troubleshooting • Appointment Scheduling • Etc.

MY BEST BUY CREDIT CARD BENEFITS My Best Buy Credit Cards are a great solution, which differentiates us from our competition and drives customer loyalty. Customer Benefits • Affordability • Faster Rewards • Purchasing Power • Customer Choice

Company Benefits • Revenue Driver • Check lane tender savings • Brand loyalty

Employee Benefits • IST impact • Closing Tool TRAINING, LEARNING & DEVELOPMENT

MY BEST BUY CREDIT CARD BEHAVIORS FOR SUCCESS SAY:

“Are you a My Best Buy Rewards member or a My Best Buy Credit Cardmember?”

DO:

Monetize the Rewards and Monthly Payment for the Customer. “You can get $__back in Rewards OR get this for $ __ a month with __Month Financing. “ TRAINING, LEARNING & DEVELOPMENT

COLUMN VS. SOLUTION SELLING

Ask for the Product sale

Ask for Accessories Content and Connections

Ask for Services

Ask for Geek Squad Protection

Customer opens wallet

Customer opens wallet again

Customer opens wallet again

Customer opens wallet again

TRAINING, LEARNING & DEVELOPMENT

Complete Solution Recommendation

Customer opens once

ASK FOR THE SALE What is the main reason that a customer doesn’t buy today? • We never asked for the Sale! It is Ok to ask for the Sale? • Yes, you have earned the right! • Be confident! What are three reasons a sales consultant might not attempt to close a sale? 1. Don’t know when to 2. Don’t know how to do it 3. Don’t want to

TRAINING, LEARNING & DEVELOPMENT

CLOSING THE SALE • Do you want to go with this today? • Let’s go head over to the register and get you started. • Let’s go ahead and get you set up today because our prices change tonight. That way if the price goes up you’ll be safe, and if it happens to go down, just swing by and we’ll give you the difference. • If you get this TV today, then you’ll be able to get free delivery and haul away to save you time and money. • Did you want to grab a couple of games to go with your gaming console today? • Did you have any questions or concerns? TRAINING, LEARNING & DEVELOPMENT

CUSTOMER CONCERNS Establishing trust early on will help customer’s express their concerns • Some customers want to protect the relationship and may use a general concern when something is bothering them. • Other customers will state a specific concern outright. What are some examples of each?

How do you turn a general concern into a specific concern? You’ve built trust and a personal relationship. You should feel confident to discuss your customer’s concern in a respectful manner. TRAINING, LEARNING & DEVELOPMENT

SELLING SKILLS APPRECIATE

TRAINING, LEARNING & DEVELOPMENT

APPRECIATE STEP WHAT YOU DO Appreciate the customer’s business and build a relationship as a trusted advisor.

HOW YOU DO IT •





TRAINING, LEARNING & DEVELOPMENT

Thank the customer for their purchase Reinforce the customer promise by explaining Best Buy will be there for the life of the product Invited the customer to provide feedback in any way they feel comfortable

APPRECIATION FOR THE CUSTOMER •

The goal of all retail organizations is to meet the needs of their customer’s.



What does that really say about the overall level of service their salespeople are providing?



Loyal customers are not just satisfied, they’re thrilled!



Customer loyalty begins with your personal decision to genuinely care about your customers.

TRAINING, LEARNING & DEVELOPMENT

THANK THE CUSTOMER • Let your customer know they matter and you genuinely appreciate them. —Genuinely thank them by name —Stand up! Come out from behind counter —Look them in the eyes, smile, and shake their hand • This creates a lifetime experience instead of a transactional experience. • What other ways can we show that we care?

TRAINING, LEARNING & DEVELOPMENT

REINFORCE THE CUSTOMER PROMISE • Remind them of our customer promise and what makes Best Buy different than any other retailers. – Invite them to stop by and see you the next time they come in – We want the customer to contact us with any questions, problems, or queries. We sold them the product, we take responsibility for it. • What are reasons we want them to come back to us besides to purchase more products? • How else will you reinforce the customer promise throughout the sale?

TRAINING, LEARNING & DEVELOPMENT

THE INVITATION Open the doors for your customer to give feedback. 1. Ask: “Will you help us improve our service? 2. Invite the customer to provide feedback so we can become better.

TRAINING, LEARNING & DEVELOPMENT

Thank You!

TRAINING, LEARNING & DEVELOPMENT

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