A customer, who walked into ashopping Mall in Bangalore with an intention of buying a watch, ultimatelybought one, but with a price that exceeded his budget. He explains that theinspiration behind his purchase is the savvy customer service he experienced inthe shop. He says that it is not the appearance of the sales woman thatimpressed him, but the feeling she induced in his mind that she was well awareof what she was talking and looked like someone, who uses premium brand productsherself.
Salesmanship is showmanship. Apartfrom assisting customers by showing the products they require, shop assistantsin premium brand outlets now a days are expected to exhibit sophisticated andpolished presentation skills. They play the role of brand ambassadors who helpin building brand loyalty in the minds of customers. They should possess goodproduct knowledge wrapped in exceptional presentation skills.
Ashish Dixit, president of MaduraGarments comments that, customers of premium branded products require a constructiveenvironment supplemented by buying tips when required. In addition to standardsalesmanship qualities like soft skills and hardworking ability, knowledgeabout fashion, self-assurance and overall exposure would ensure an out of thebox performance. Shailesh Chaturvedi, CEO of Tommy Hilfiger India, believes that the sales staff should look like friends rather than servants. Hefurther adds that, store managers in most of his stores are assumed to be theshop owner.
Outlets of branded products handpick their staff from fashion and hospitality institutes, and even from Bschools. They offer attractive salaries to their store manager and sales staff,combined with lucrative perks like clothes, shoes, and monthly groomingsessions. They are also trained to exhibit an unfailing dazzle of zeal andpersuasiveness, which would arrest people, and convert a potential into anultimate and satisfied customer. A recent practice is that in most of the shopscustomers are addressed by their first names and not as Sir and Mam. Thus,the sales staff becomes trusted and loyal business advisors of their customers.
Despite the fact that there is apositive responsiveness among the owners of branded stores for focusing ontheir sales staff, the notion has not reached the entire mass of sales segment.In many places, sales staffs are taught what they should tell, but theirattitude and personality do not reflect self assurance. They do not wear theaccessories they sell. They tell and sell the customer rather than providingexpert guidance.
The lynchpin of all salesactivity is perceptibly the customer. If the sales staff focuses on satisfyingthe customers need, the sales process would end therein. But if his focus is tosatisfy the customer himself, he would possibly build a prosperous relationshipthat might turn the one time shopper into a life time customer in the long run.
References:
http://timesofindia.indiatimes.com
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