WELCOME TO IDdesign Retail Seminar 2014 Agenda Tuesday

WELCOME TO IDdesign Retail Seminar 2014

Agenda Tuesday 4 November 09. 00 – 09. 15 Welcome, Agenda & purpose 09. 15 – 10. 00 Intro participants & Iddesign 10. 00 – 11. 30 ROM and Manuals 11. 30 – 13. 15 Store evaluation 13. 15 – 14. 00 Lunch 14. 00 – 16. 00 Presentation 16. 00 – 16. 30 Evaluation of ROM

Agenda Wednesday 5 November 09. 00 – 09. 15 Intro to sales & service 09. 15 – 10. 45 Step 1 Welcome 10. 45 – 12. 15 Step 2 Assessment of needs 12. 15 – 13. 15 Step 3 Presentation 13. 15 – 14. 00 Lunch 14. 00 – 15. 00 Step 4 Objections 15. 00 – 16. 00 Step 5 Closing 16. 00 – 16. 15 Wrap-up

Introduction

Organisation, september 2014 IDDESIGN A/S Michael Christiansen DIRSEK Dida Foss KÆDE ILVA Mie Krog KÆDE IDE Martin Hallund INDKØB & DISP. Henrik Madsen LOGISTIK Bjørn Kærhus HR & KUNDESERVIC E Morten Bro Butikker ILVA Butikker IDE Produktgrupper Lagre HR Regnskab Marketing ILVA + Fællesfunktioner Marketing IDE Disponentgruppe Slutkunde distribution Kundeservice IT & Masterdata Instore & Koncept, Teknisk afdeling Online Salg (ILVA & IDE) IDdesign Projektsalg ØKONOMI & IT Jakob G Enemark Performance & Controlling (inkl løn, kantine, reception) FRANCHISE Piet Klein PROJEKT Kristian Jessen

Franchise Lene Schleimann (50%) Stylist/Visual Merchandiser Franchise Piet Klein Harriet Kristensen (50%) Accountant Claus Lindekilde Retail Operational Manager Ulla Svenningsen Product & Collection Manager Charlotte H. Fallesen Product & Collection Manager Laila sørensen Marketing & Brand Coordinator Hervé (50%) Graphic Designer Hanne Pultz Export & Logistic Assistant

ROM Retail Operation Manual Campaign presentation VM manual. Signage manual

Store evaluation Group work: Make a store evaluation by using the evaluation form. Lunch 13. 15

Store evaluation Presentation of the results Remember ! • Customers in the store. • Stay in the group. • Only one voice at a time.

Evaluation of the ROM What can we do to make it more useful? How will you and your team work with the ROM?

Wrap-up day 1

Agenda Wednesday 5 November 09. 00 – 09. 15 Intro to sales & service 09. 15 – 10. 45 Step 1 Welcome 10. 45 – 12. 15 Step 2 Assessment of needs 12. 15 – 13. 15 Step 3 Presentation 13. 15 – 14. 00 Lunch 14. 00 – 15. 00 Step 4 Objections 15. 00 – 16. 00 Step 5 Closing 16. 00 – 16. 15 Wrap-up

The 5 Phases Welcome Assessment Presentation Objection Closing

Welcome

Welcome What does a good sales person to welcome the customer? • Have a dialogue with your neighbor. • 5 min.

Welcome The 4 x 20 rule • The first 20 cm • • • Your face - be smiling and show openness and interest for the customer The first 20 steps - You must act professional and determined when approaching the customer. Remember the body language The first 20 seconds - These determine whether the customer likes you or not. The first 20 words - Start with a good opening dialog or small talk.

Welcome Why do we loose customers…. ? 68% • Shops in a different store due to unprofessional behavior from the sales staff. 14% • Due to the quality of the product 9% • Due to the price 5% • New shopping habits 3% • Moves 1% • Dies

Welcome Be prepared – Sales people ü Know your products and their placement. ü Know your add on and up selling products ü Know your bestsellers and what to sell with them. ü Know your competitors, their prices and products. ü Have a good hygiene and be well dressed.

Welcome Be prepared – cashiers ü Know your typical add on products. ü Know your best sellers. ü Be well dressed and smile.

Welcome Open questions • Questions which cannot be answered with a yes or a no. • Typically starts with: how, what

Welcome Group work: 20 min • Make examples on how an welcome to Iddesign dialogue should be. • Practice on each other on how to start the conversation customer/sales person.

Assessment of needs

What is important when you make an assessment of needs? • Use open questions • Never closed where the customer can say yes or now. • With open questions you show interest in the customer. • Where will you place the sofa? • How many people shall use it? • What's the color in your living room?

• Make the customer talk. • What do you have to know to make the sale? • Listen active to the customer • You have to use what the customer is saying later. • Focus on the customer and not the product. • Be there, nobody is more important than the customer. • Look the customer in the eyes and show that you understand.

• You have to listen intensive and remember all the good info you receive! • Dining room. • We often have many guests. • The kids are often playing at the table. • Living room • All 8 of us needs to sit in the sofa. • A lot of kids are playing in the sofa.

• The most important thing is to ask enough questions so that you can sell the right complete solution to the customer. • Group work: 30 min • Make at least 10 “most ask question” that covers all the corners of the assessment for living, dining and sleeping.

Presentation

Presentation What is a good product presentation? Have a dialogue with your neighbor 5 min

Presentation Good advice You are the sales person Good – better – best Talk positive about the customers choice You have to know what you want to sell Use your body language Remember your assessment of needs – believe in your solution • Speak in a language that the customer can understand. • Use the QAB model • • •

Presentation Good advice • Talk positive about the customers choice before presenting another option • Be convincing! • Than I have the perfect solution for you and your family. • When you tell me that…. . • It is a good dining table that you have chosen…and when you tell me that…… I have something here that will fit your needs even better. • It is a good sofa that you have chosen, and with small children it is important that you also think about how easy it is to maintain and clean the sofa, try have a look over here…

Presentation Talk in pictures….

Presentation Part acceptance. • • • Is it something like this you are looking for? That is an advances right? Or what do you think? How does that sounds? Is that correct? Can we agree upon that…. • In that way you “bind” the customer with positive words, and make it easier to close the sale.

Presentation Make small natural breaks. • For questions • Objections • Buying signals

Objection

Objection • Why do customers have objections?

Objection • How do we handle objections? • • Empathy and understanding. . Handle the objection. . Get acceptance that the customer agrees Remove and lock !

Objection • Empathy and understanding. . • • To To think about it is a good thing ! hear more opinions is a good thing check if it can fit is good check the colors is good.

Objection • Handle the objection • Repeat what the customer liked about the solution. • Give the customer (service)gifts

Objection • Group work 20 min • Find the 6 most common objections and how to handle them

Closing

Closing Buying signals • • Is it available in other colors? Is it in stock? What are the measurements? Can you deliver it? Do you accept credit card? Do you assemble it? Can I have a discount? Etc…. .

Closing Always make it a Win – Win situation • • • Do you want to pay the full amount now or only 50% and the rest when it is delivered? Do you want 2 or 3 pillows in the sofa? Will you bring it home with you or shall we deliver it?

Closing Add on - Transition phrases • Takes you easily from the first to the next purchase. • Divided into two categories

Closing Questions • How will this bench work for you at the end of the bed? • How will your current coffee table/painting/chair match your new……. . ? • Did you see the lamps on special offer? They would fit your new sideboard perfectly

Closing Statements • This perfectly matched rug will look beautiful with your new sofa. • To complete the new look in your hall you should see our mirrors. • Let me show you our accessories section, we have some really great lamps

Closing Remember the good advice • A good advice can be many things… • Care products. • Service • How to maintain • Coming products • Etc.

Closing Prepare a sales conversation • Based on what you have learned about the 5 steps, you now have to prepare a sales process. • Help each other in the group with the details. • You know have to sale a complete solution. • Find one person in the group who shall meet the customer of customers