Managing: Sales Training
Staff Meeting No. 1: First Impressions
The first in a series of meeting outlines to help you train your sales staff
Make this and the other outlines in this series the core of regularly scheduled training sessions for sales associates. The aim of this lesson is to reinforce the importance of making a good first impression on customers.
- Attire (clothes, shoes, jewelry).
1. Professional, fashionable, crisp, clean, comfortable.
- Hair, Nails, Facial Hair.
1. Clean, trimmed, professional.
- Rules of the Nose.
1. No body odor, breath, cigarette aroma, overwhelming fragrance, gum chewing.
- Dont you feel more comfortable when someone smiles? Encourage your employees to see themselves from the customers point of view.
- Smiling uses fewer muscles than frowning.
- What message does smiling deliver?
1. Positive attitude, enthusiasm, sincerity, honesty, integrity, confidence, welcome (Youre not imposing on my time), silent greeting, ice-breaker.
III. Body Language
- Negative body language delivers the wrong message:
1. Folded arms.
3. Elbows resting on counter, chin in hands.
4. Looking down (no eye contact).
5. Moving away from customer.
- Positive body language makes customer feel welcome.
1. Arms open, hands out.
2. Stand upright.
3. Move toward customer.
4. Make immediate eye contact (establishes confidence).
IV. Verbal Greeting
- Extremely important you can turn the customer on or off the moment you utter those first words!
- What you dont say can have as much impact as what you do say.
1. Never start with a Yes/No question, especially May I help you? Its too easy for customer to say No.
2. Use descriptive open-ended words.
a. How may I help you?
b. What special item (or person) are you shopping for today?"
c. Offer to inspect or clean a piece for them.
d. Present a new item for their opinion.
- Responses to Just looking.
1. Youve come to the right place.
2. Let me help you look; I see somethings caught your eye.
3. While youre looking, look at this outstanding new piece; it just arrived yesterday. What do you think?
- Difficult for some but most professional.
- Helps establish relationship you hope to build.
- Shows respect, builds confidence, demonstrates focus on that customer when you reuse his/her name.
The greeting takes only a minute, but can mark the beginning of a lasting rapport. Take a few minutes at the end of the session to set up role-plays and go through all steps of the process. Reward the best, work with the rest as the days progress.
|A Word to the Wise
In this and future issues of Professional Jeweler, well provide enough information to get you started on employee training at your staff meetings; the rest is up to you. The following hints, applied to every session, will help to make each one more pleasant, productive and profitable. Good luck!
- Keep it positive.
- Keep it brief.
- Keep it interesting.
- Keep it motivational.
- Keep them involved.
- Personalize it.
- Customize it.
by Christine Anzell & Jack Levenson
To order Anzell & Levensons jewelry-specific Client Record Keeping Book or Training Manual, see the ad in Marketplace (p. 202) or call (800) 887-8902.