1. 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 All Rights Reserved

2. 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 All Rights Reserved

3. 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 All Rights Reserved

4. 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 All Rights Reserved

5. 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 All Rights Reserved

6. 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 All Rights Reserved

7. 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 All Rights Reserved

8. 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 All Rights Reserved

9. 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 All Rights Reserved

10. 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 All Rights Reserved

11. 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 All Rights Reserved

12. 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 All Rights Reserved