LEARNER’S GUIDE

MODULE 10

Product SalesBecoming a sales expert for your company

10-2 RETAIL INDUSTRY FUNDAMENTALS TRAINING: PRODUCT SALES

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TABLE OF CONTENTS

Introduction ...........................................................................................................................................................................................10-4Unit 1: Sales 101 ................................................................................................................................................................................10-5Unit 2: Merchandising...................................................................................................................................................................... 10-10Unit 3: Omnichannel Retail ............................................................................................................................................................ 10-15Unit 4: Being a Sales Expert .......................................................................................................................................................... 10-18Module Wrap-up ............................................................................................................................................................................... 10-23Appendix ............................................................................................................................................................................................. 10-24 Glossary ......................................................................................................................................................................................... 10-24 References .................................................................................................................................................................................... 10-25

10-4 RETAIL INDUSTRY FUNDAMENTALS TRAINING: PRODUCT SALES

INTRODUCTION In Module 10, you will learn about the different sales tips and tricks to use in your future retail job positions.

Upon completion of this module, you will be able to: • List the different parts that make up a sale • Recall the different areas of merchandising • Explain omnichannel retail • Identify sales techniques to apply to a retail job position

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MODULE 10 UNIT 1 SALES 101

This unit introduces different sales tips and tricks to use in your future retail job positions.

WHAT IS A SALE?

CUSTOMER LIFE CYCLE

Recall the customer life cycle from Module 9.

The different parts of selling include:

• Helping the customer find exactly what they are looking for • The “look and feel” of the store or restaurant • Greeting the customer and identifying what it is that he/she would like help

with • Providing the customer with information about company products • Finding additional items for the customer to accompany the product they are

purchasing • The final transaction and exchange for the product

10-6 RETAIL INDUSTRY FUNDAMENTALS TRAINING: PRODUCT SALES

It is important to see how different sales activities fit into the customer life cycle.

Draw a line to match the sales activity to the steps in the customer life cycle.

CUSTOMER LIFE CYCLE – SALES ACTIVITIES

MATCH THE SALES

SALES GOALS A sales goal is set for the salesperson or sales department measured in revenue or units sold for a specific time.

Customer Life Cycle Step Sales Activity

2. The customer looks at different places to buy the item.

Customer experience

3. The customer goes to the store to buy the item.

Company promotions

5. A great experience could lead to the customer to come back again.

Final transaction

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Individual goals are SMART. • Specific • Measurable • Achievable • Realistic • Time-bound

SMART GOALS

In some retail companies, you will be given extra compensation (money, discounts and/or benefits) if certain sales goals are achieved. This is referred to as commission. It is important to remember that your individual sales goals contribute to the overall company sales goals and its financial success. To maximize your individual sales, ask your manager and co-workers for feedback on how to improve.

INDIVIDUAL SALES GOALS

CROSS SELLING AND UPSELLING

Cross selling is the process of offering customers additional, complementary products or services.

Upselling is the process of selling a more advanced or better product.

10-8 RETAIL INDUSTRY FUNDAMENTALS TRAINING: PRODUCT SALES

Read through each scenario and determine if you would upsell or cross sell.

1. A customer just ordered a big mac, small fries and large drink. Do you upsell or cross sell an order of large fries?

2. A customer purchases a pair of pants, shirt and shoes. Do you upsell or cross sell a pair of socks?

3. A customer purchases a car and has the basic options. Do you upsell or cross sell the factory installed GPS?

CROSS SELL OR UPSELL

EXAMPLE: CROSS SELLING AND UPSELLING

Let’s take a look at what cross selling and upselling look like in retail.

WEBSITE TECHNIQUES

Upselling and cross selling on the website can include products bought byothers who purchased the same product.

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LUXURY RETAILERS

Characteristics of luxury retailers: • The sales associate is with the customer for the entire customer life cycle or

sale • The store atmosphere is very important • Upselling products is more common • The overall customer experience is highly important • A company’s brand means more to a customer • The customer has more of an emotional connection to the product or the

brand

LUXURY RETAILERS

List examples of stores/businesses that you consider luxury retailers and why you consider them as such.