SELLING SKILLS SALES INDUCTION - Best Buy

Transcription

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
March 1, 2013 | 2
Confidential – Best Buy internal use only. Do not copy, publish, or distribute. The material in this document is confidential to Best Buy.
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
March 1, 2013 | 3
IGNITE THE POSSIBLE
To Ignite Human Potential
MISSION
TO IGNITE HUMAN POTENTIAL.
TRAINING, LEARNING
& DEVELOPMENT
March 1, 2013 | 4
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
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SELLING SKILLS
STEPS OF THE SALE
TRAINING, LEARNING
& DEVELOPMENT
March 1, 2013 | 6
STEPS OF
THE SALE
WELCOME
UNDERSTAND
SELL
APPRECIATE
TRAINING, LEARNING
& DEVELOPMENT
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SELLING SKILLS
WELCOME
TRAINING, LEARNING
& DEVELOPMENT
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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
March 1, 2013 | 9
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
March 1, 2013 | 10
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
March 1, 2013 | 11
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
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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
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SELLING SKILLS
UNDERSTAND
TRAINING, LEARNING
& DEVELOPMENT
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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
March 1, 2013 | 15
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
March 1, 2013 | 16
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
March 1, 2013 | 17
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
March 1, 2013 | 18
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
March 1, 2013 | 19
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
March 1, 2013 | 20
SELLING SKILLS
SELL
TRAINING, LEARNING
& DEVELOPMENT
March 1, 2013 | 21
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.
March 1, 2013 | 22
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
March 1, 2013 | 23
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
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& DEVELOPMENT
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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
March 1, 2013 | 25
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
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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
March 1, 2013 | 27
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.)
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& DEVELOPMENT
March 1, 2013 | 28
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.
March 1, 2013 | 29
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
March 1, 2013 | 30
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
March 1, 2013 | 31
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
March 1, 2013 | 32
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
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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
March 1, 2013 | 34
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
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SELLING SKILLS
APPRECIATE
TRAINING, LEARNING
& DEVELOPMENT
March 1, 2013 | 36
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
March 1, 2013 | 37
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
March 1, 2013 | 38
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
March 1, 2013 | 39
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
March 1, 2013 | 40
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
March 1, 2013 | 41
Thank You!
TRAINING, LEARNING
& DEVELOPMENT
March 1, 2013 | 42

SELLING SKILLS SALES INDUCTION - Best Buy

Transcription

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