Chapter 17: Servicing the Customers in On-Site and Off-Site Ventures Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

The Fashion Salesperson Sell the product Provide the service ‘extras’ Promoting the store’s image Acting as Intermediaries between the customer and the buyer Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Sales Clerk v Sales Professional Directs customer to various areas of store Retrieves unwanted items Performs cash register services for items chosen by customer Sales Professional Determines customer needs Suggests merchandise Solves problems Coordinates and accessorizes outfits Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Service ‘Extras’ Provide chairs for shopping companions Take shopper’s coat Tend to small children Ring up merchandise from other departments Assist customers with packages to car Make the customer feel special Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Characteristics of the Successful Sales Associate Appropriate appearance Communication excellence Product knowledge Company knowledge Consumer knowledge Company loyalty Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Sales Presentation Approach the customer Determine needs Present the merchandise Overcome objectives Close the sale Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Handling Objections Agree with customer (“Yes”) then offer a solution (“but …) Ask questions Approach with positive attitude Leave the door open for future business Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Signals the Shopper Is Willing to Buy: May I leave a deposit? Can it be ordered in my size? Can you locate it at another store? Is there a delivery charge? Can this be changed for another item? Can I get a refund if I change my mind? Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Questions to Ask the Shopper Would you like to pay cash or use a credit card? Could I give you a card to enclose with the gift? How much time is there before you need the item? Would you like the blue or the black? This item will be perfect for you. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Incentives for a Successful Sales Program Promotion availability Recognition seminars Proper staff training Periodic evaluations Pat on the back Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

On-site Customer Services Reward programs Registries Corporate services Personal shoppers Interpreters Visitor services Merchandise alterations Exclusive shopping hours Credit cards Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Trends in Customer Service Non-interest installment purchase Personal shopping service Expansion of dining facilities Concierge service Corporate buying program Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved