Microlearning unit 2.1.2: Successful communication with customers

1. Screen 1

Making contact with customers and phases of the sales dialogue

Learning situation - Jeans shop:

You started as an apprentice in the shop about a month ago. The manager has given the employees and the 3rd year apprentice the task of looking after them and helping them if any problems arise.

Over the last four weeks, it has become apparent that you, as a new apprentice, carry out your tasks properly and are polite and courteous towards your colleagues and the manager. You are always punctual and have an attractive appearance. Unfortunately, colleagues have noticed that when a customer enters the shop, looks at some items and shows that they need help, you immediately disappear into the stockroom.

When you are asked about this, you admit that you are afraid to approach the customer because you do not know exactly what the goods are and are not sure how to approach customers in a meaningful way and what to look out for. This is not a problem for any of your colleagues, as they know that you have never worked in sales before.

2. Screen 2

Your colleagues will give you some work assignments to help you to be more confident with customers and teach you how to greet, advise and say goodbye to customers correctly.

In order to achieve your goals, you must pay attention to the following points when completing the following work assignments:

1. which approach is appropriate with the customer,

2. what do I need to bear in mind when presenting the goods?

3. how do I say goodbye to the customer correctly, regardless of whether they have bought anything or not?

3. Screen 3

Task 1 

You are given the task of coming up with a positive approach to address the customer. You start with a customer who is already interested in the product. Which of the following statements is suitable for addressing customers who are already interested in the product?

1. Please try these jeans on without obligation, the cubicle here is free!

2. These jeans are slightly roughened on the surface and therefore feel soft!

3. These trousers won't fit you, it will be difficult to find trousers in your size!

4. These trousers are only for young people!

Correct answer: 1 and 2

Feedback correct:

Great! You have correctly recognised that it makes sense to show the customer the advantages of the product and/or how to try it on. By presenting the goods, you are able to show the customer the advantages of the goods and create a personal connection to the goods by trying them on.

A bad approach, on the other hand, is to allude to the customer's size or age. This is an inappropriate form of address. The salesperson should only refer to the product and not make any allusions to the customer. Whether or not the customer decides in favour of this product is ultimately up to them. As the seller, we do not want to persuade the customer to do anything. 

Feedback right/wrong:

Unfortunately, only some of the answers were correct. Think again carefully about which approach is suitable for addressing customers. Put yourself in the customer's shoes...would you like to be approached about your figure or your age?

4. Screen 4

In addition to customers who are interested in the goods, there are also those who stroll through the shop and just want to have a look. We can greet these customers briefly with a "Hello" or a nod of the head. Otherwise, we stay in the background. We let the customers look around in peace and take a closer look at the goods. We continue to observe and show customers that we are available to answer any questions they may have. If we were pushy, we would chase them out of the shop and lose customers.

If the customer indicates that they would like to be approached, we should not keep them waiting, as this could be interpreted by the customer as a lack of interest and disrespect for them.

5. Screen 5

Task 2

Now that we have learnt how to address a customer in a meaningful way via the merchandise, let's move on to the merchandise presentation. In retail, a good presentation of goods has a positive influence on the purchase decision. There are customers who know exactly what they want and what is out of the question for them. Other customers are completely undecided, and a good product presentation is particularly important for them.

What aspects need to be considered in a good product presentation?

1. we only present customers with goods in very high price ranges to show them that we have a select range.

2. we present the customer with three to five items that fulfil their wishes

3. we leave the jeans hanging on the rack, the T-shirts remain folded on the pile and simply point to the items with a finger or hand. This keeps our shop tidy.

4 We draw the customer's attention to possible combinations with other items of clothing in our range.

Correct solution: 2 and 4

Feedback correct:

Very good, you have quickly recognised which aspects are important in the presentation of goods. We should present goods in different price categories to the customer. If he gives us the signal that he prefers cheaper or more expensive goods, we can always move down or up. When selecting items, we should not overwhelm or confuse the customer by presenting a large number of items. If too few items are presented, the customer has no opportunity for comparison and it is difficult for them to decide which item to buy. Therefore, three to five articles are a good average. If these items are not enough for the customer, we can always bring in more.

The eye takes in more information in a short space of time than the ear, so it makes sense to show the customer the goods properly. To do this, we take the clothes out of the rack and off the shelves. The customer wants to see the product as a whole and not just a section.

To show how varied the merchandise is, we point out possible combinations with other items to the customer. This gives the customer the impression that the product can be worn on its own and is also harmoniously complemented by other items.

Feedback right/wrong:

Think again about whether all your decisions make sense. As a customer, do you really only want to be presented with the expensive items? How does it make you feel not to have a choice of something cheaper? And wouldn't you prefer to be able to see the goods as a whole and perhaps even touch or try them on yourself?

Too many items confuse us and only one or two items leave us with no choice. Something in between is ideal! It's also nice if the seller can show us how many different ways, we can combine the goods and what possibilities this gives us.

Feedback incorrect:

Unfortunately, not. Put yourself in the customer's shoes.

As a customer, do you really only want to be shown the expensive items? How does it make you feel not to have a choice of something cheaper? And wouldn't you rather be able to see the goods as a whole and perhaps even touch or try them on yourself?

Too many items confuse us and only one or two items leave us with no choice. Something in between is ideal! It's also nice if the seller can show us how many different ways, we can combine the goods and what positive possibilities this gives us.

6. Screen 6

Task 3

The aim of a customer meeting is not only that the customer buys something from us. Important 

for us is that the customer is satisfied with the advice, the salesperson and the shop. Satisfied customers come back and recommend the shop to friends and acquaintances. 

Tick the purchase signals that indicate that the salesperson should initiate the purchase.

Solution:  Realisation with the help of pictures?

Feedback correct:

Customers who have decided to buy send out signals that the salesperson must recognise. You have correctly recognised these signals here. The customer shows that they want to buy the goods by simply acting, e.g. taking their wallet out of their pocket or placing the goods on the counter at the checkout. Specific questions about the goods or the terms of payment/delivery also show us that the customer is still interested.

7. Screen 7

Task 4

In addition to the customer approach, the presentation of goods and the signals that indicate a successful sale, there are other phases in a sales talk, such as determining the customer's wishes, responding to customer objections or using sales arguments effectively. These points will be discussed elsewhere.

Put the following steps in the right order when serving a customer!

Solution

Feedback correct:

Very good! You know how to start, conduct and end a sales conversation. Even if you have not yet learnt anything about questioning techniques and sales arguments in this learning situation, you know in theory that these must be observed.

Feedback right/wrong:

Check your order again, not everything has been answered correctly. Of course, the greeting should be at the beginning and the farewell at the end. In between, we have to find out what the customer is interested in and present her with the goods. We make sure there is enough choice. The customer is allowed to touch the goods and try them on. If the customer still has questions or doubts, we can use the goods to provide suitable arguments to reassure and inform the customer. If the customer decides to purchase the goods, we confirm her decision in an appropriate manner, carry out the checkout process and bid the customer a friendly farewell.

Feedback incorrect:

Unfortunately, not. Please check your order again. Please note the following information: 

The greeting should of course be at the beginning and the farewell at the end. In between, we need to find out what the customer is interested in and present her with the goods. We make sure there is enough choice. The customer is allowed to touch the goods and try them on. If the customer still has questions or doubts, we can use the goods to provide suitable arguments to reassure and inform the customer. If the customer decides to purchase the goods, we confirm her decision in an appropriate manner, carry out the checkout process and bid the customer a friendly farewell.

8. Screen 8

Summary

In this exercise, we give you a practical guide to the different phases of a perfect sales conversation.

Even though every sales conversation is individual and cannot be predicted. This exercise makes it clear which possible scenarios you can expect in an individual conversation.