1 The Smart Shopper’s Surplus Depot (30 minutes In-store Training Programme) Customer Service– the HMR Way

Objectives Understand what “features” are. Describe the “benefits” of product. Be familiar with warranty of HMR products State the importance of product labels. 2

What is a Feature? A Feature is a FACT about the product such as what the product is made of. A feature is something you can see or touch. 3 LCD TV Flat panel televisions are the most common TV seen on store shelves and in peoples' homes - but what is an LCD TV anyway? Find out some basics on what an LCD TV is and how it works. Answer: An LCD TV is a flat panel television that utilizes the same basic Liquid Crystal Display technology that has been in used for some time in cell phones, camcorder viewfinders, and computer monitors. LCD panels are made of two layers of a glass-like material, which are polarized, and are "glued" together. One of the layers is coated with a special polymer that holds the individual liquid crystals. Electric current is then passed through individual crystals, which allow the crystals to pass or block light to create images. LCD crystals do not produce their own light, so an external light source, such as florescent or LED bulb is needed for the image created by the LCD to become visible to the viewer. Unlike standard CRT and Plasma televisions, there are no phosphors that light up, and, thus LCD panels are thin and require less power to operate. Because of the nature of LCD technology, there is no radiation emitted from the screen itself, unlike traditional televisions. Unlike a traditional CRT televisions, the images on an LCD TV are not "scanned" by an electron beam. The pixels of an LCD Television are merely turned off or on at a specific refresh rate. In other words, the entire image is displayed (or refreshed) all at once every 24th, 30th, 60th, or 120th of a second. For more specifics on what refresh rate is and how it works, check out my article: Video Frame Rate vs Screen Refresh Rate.Video Frame Rate vs Screen Refresh Rate However, LCDs do not produce there own light. In order for an LCD TV to produce a visible image the LCD chip pixels have to be "backlit". What happens is that the pixels are rapidly turned on and off depending on the requirements of the image. If the pixels are off, they don't let the backlight through, when they are on, they let the backlight through. For a more technical look at how this process works, check out: How LCD Works (How Stuff Works).How LCD Works (How Stuff Works) Also, without the need for a picture tube, LCD TV can be made very thin, thus allowing them to hung on a wall or placed on small stand on top of a table, desk, dresser, or cabinet very easily. For more on what an LCD TV is, also view our About.com Video: What Is an LCD TV?.About.com Video: What Is an LCD TV? Combining the above technology with the features of a traditional television, such as, AV input/output connectivity, side or bottom mounted loudspeakers, TV tuner, and traditional television adjustment controls, bring to life a concept that is becoming a popular option for TV and home theater viewing. ProductFeature Samsung LCD TV55” LCD, Slim, SMART TV ACER Computer27” LCD Glass, 3D, Mercury free (environment safe); High definition response Chicago/ Predator Generator Portable; Gas type ChairWith Armrest; Sleek Design,With Cushion; Metal frame ClothesPoly-cotton, microfiber, Stain resistant, wring free Emporio Armani WatchStainless steel; 2 Eye Chronowatch

What is a Benefit? A benefit is what the product does for the customer & how it meets his/ her needs? 4 ProductBenefits Samsung LCD TVEnergy saver (low electricity consumption); Space saver, lightweight ACER ComputerFast, User-friendly GeneratorConvenient; Save on fuel ChairModern design; sturdy; comfortable ClothesComfy wear, Fashionable Emporio Armani WatchFashionable/ trendy, will make you feel good ToysFun FoodConvenient, more time with your family Adjustable strap, Chronograph model (with date/ time/ second), Swiss made, Automatic Winding movement, with 38 hours power reserve

What is a Warranty? A warranty is an assurance given to customers that HMR guarantees that everything sold is fit for purpose. 5

H ow good are you in giving product “features” and “benefit” to your customers? 6

What kind of Labels do we have on our products? 7 Barcode sticker Product information Product labels Where do we find those?

What are the other information do we need to give to our customers? Other than Product information e.g. color, model, brand, we need to give our customers information on: Availability of stock Technical details Care advice Expiry date of food items 8

Review Objectives  What is a feature?  What is a benefit?  What is a warranty?  How does it benefit the customer when we discuss features, benefits and warranty?  What is the importance of product labels?  Why is it important to interpret the labels correctly? 9

Who among you would be able to maximize sales by applying this step? Let us find out later today …. 10

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TIME : 1 mins. Trainer’s Notes : Welcome Colleagues. Ensure that colleagues are ready to start the session. Every session must be full of energy and highly motivational to encourage colleagues to improve their performance. TIME : 2 mins. Trainer’s Notes : Today we are going to look at ‘Features & Benefits of a Product” At the end of the session you will be able to : Understand what “features and benefits” are Describe the “features and benefits” of a product. Be familiar with warranty of HMR products State the importance of product labels Slide 1 Slide 2 12

Trainer’s Notes : Time 3 mins What do we mean by FEATURES? Discuss answers and summarize as per slide. Ask for examples of features Trainer’s Notes : Time 3 mins. What do we mean by BENEFITS? Discuss answers and summarize as per slide. Ask Using the same items as in Slide no. 3, what are the benefits? Slide 3 Slide 4 13

Trainer’s Notes : Time 5 mins What do we mean by WARRANTY? Discuss answers and summarize as per slide Why is it important to know the warranty of our products?. The more we inform our customers of our products- the more we develop trust; it lessens the chances of returns We must ensure that all items that requires testing are properly tested by the technical team before being sold/ delivered. The presence of the customer is a must. Full details of warranty is held at the Customer Service Desk We must also inform our customers of the procedure in processing RETURNS – to avoid delays in processing their request for replacement and/ or return. And avoid heightening the dissatisfaction due to a non-functional item bought. Slide 5 14

Trainer’s Notes : Time 5 mins Ask 2 colleagues to select an item and have them describe the features. Ask the group if the information is enough. If not, what other information is needed? Ask another 2 colleagues to get different products and discuss the benefits and warranty (if applicable) Ask the group if all has been mentioned regarding the benefits. If you were the customer, would you buy it? If not, why? Trainer’s Notes : Time 3 mins Ask the group what is the difference between: Barcode sticker Product Information Product Label Answer must be : Barcode sticker describes the product/ item Product label - includes style/ model number, country of origin and the specifications Ask a colleague to get an item demonstrate where to find the barcode, labels and info. Ask why it is important to interpret labels correctly? Slide 6 Slide 7 15

Trainer’s Notes : Time 3 mins Explain that more information has to be given to customers: Availability of stock/ Price Technical Details – colleagues must be ready to demonstrate skill and knowledge in giving technical information and instructions. Give examples. Stress that only technically correct information should be given. When unsure always refer to someone technically competent Care advice – stress that the only information given should be on the Care label. Expiry date of food items Slide 8 16

Trainer’s Notes : Time 3 mins What have you learned today? Let us check your understanding Ask What is a feature, What is a benefit? What is a warranty? How does it help the customer when we discuss features, benefits and warranty What is the importance of product labels and other information? Ensure that all colleagues fully understand the importance of Product Knowledge and how it affects sales Trainer’s Notes : Time 2 mins Who amongst you would be able to maximize sales by applying this step? Let us find out who will be the top achiever for today! Write your sales total for the day in your notes section of your Workbook. Close the session and thank everyone. Slide 9 Slide 10 17