1. WELCOME TO IDdesign Retail Seminar 2014

2. 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

3. 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

4. Introduction

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

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

17. ROM Retail Operation Manual Campaign presentation VM manual. Signage manual

18. Store evaluation Group work: Make a store evaluation by using the evaluation form. Lunch 13.15

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

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

21. Wrap-up day 1

22. 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

23. The 5 Phases Welcome Assessment Presentation Objection Closing

24. Welcome

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

26. 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.

27. 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

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

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

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

31. 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.

32. Assessment of needs

33. 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?

34. 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.

35. 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.

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

37. Presentation

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

39. 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

40. 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…

41. Presentation Talk in pictures….

42. 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.

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

44. Objection

45. Why do customers have objections?

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

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

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

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

50. Closing

51. 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…..

52. 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?

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

54. 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

55. 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

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

57. 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