1. Personal Shopping to Increase Sales: Presented by: Lisa Langas Director of Sales Sport Haley, Inc. Sport Haley, Ben Hogan, Bette & Court AGM Education Team All AGM educational materials are protected by U.S. Copyright and cannot be reprinted or used without the expressed written consent of the Association of Golf Merchandisers Patti Shyne Personal Stylist and Image Consultant You’ve Been Shyned!

2. Personal Shopping We’re not selling them; We’re SERVING them: S – Sincerely Greet E – Establish Needs R – Relate Products V – Validate Needs E – Exceed Expectations

3. Personal Shopping Agenda Agenda Develop a personal shopping program: Develop a personal shopping program: Set customer service standards Set customer service standards Increase Sales Increase Sales Improve loyalty Improve loyalty Program fundamentals Program fundamentals Staff training Staff training Customer information Customer information Program basics Program basics

4. Personal Shopping “Many times people buy from you not because they believe and understand everything you say about what you’re selling, but because you understand them, care about them and want to solve their problem.” Dr. Hugh Russett

5. Customer Service Standards Customer Service Standards Multi-Tiered and Consistent Multi-Tiered and Consistent Greeting Greeting Retail space and mindset Retail space and mindset Employee and customer interaction Employee and customer interaction Guide the processes Guide the processes Close the sale Close the sale Follow up after the sale Follow up after the sale Personal Shopping

6. Greeting Greeting IMMEDIATE AND FRIENDLY! IMMEDIATE AND FRIENDLY! Hello, how are you today Hello, how are you today Weather comment Weather comment Great to see you Great to see you Reference event or activity you know they were doing Reference event or activity you know they were doing Do not ask questions which require only a Yes or No answer Do not ask questions which require only a Yes or No answer Set the expectation for the interaction as friendly and conversational Set the expectation for the interaction as friendly and conversational Personal Shopping

7. Retail Space and Mindset Retail Space and Mindset Need to set the stage for sales to occur, not just to check in for a round of golf Need to set the stage for sales to occur, not just to check in for a round of golf Physical and mental transition into the golf shop Physical and mental transition into the golf shop Floor layout and display practices Floor layout and display practices Product assortment and store identity Product assortment and store identity Remove counter as barrier to interaction Remove counter as barrier to interaction Create an inviting space where customers want to stay and participate Create an inviting space where customers want to stay and participate Items needed to service a personal shopping experience – set the stage Items needed to service a personal shopping experience – set the stage Personal Shopping

8. Employee and Customer Interaction Employee and Customer Interaction Product Knowledge Product Knowledge You have to be the expert to build trust in the sales process You have to be the expert to build trust in the sales process Cannot show them what they want if you do not know what you have available to sell now and in the future Cannot show them what they want if you do not know what you have available to sell now and in the future Note if you consistently miss sales due to lack of product or brand Note if you consistently miss sales due to lack of product or brand Know taste level of customer to match what you are offering Know taste level of customer to match what you are offering Buy with customers in mind to ensure a quick sell thru Buy with customers in mind to ensure a quick sell thru Personal Shopping

9. Employee and Customer Interaction Employee and Customer Interaction Customer Knowledge Customer Knowledge Listen, listen, listen! Listen, listen, listen! Be animated, friendly, and complimentary Be animated, friendly, and complimentary Ask questions to clarify what they are telling you to ensure you are offering them solutions Ask questions to clarify what they are telling you to ensure you are offering them solutions For apparel know what works best of different body types For apparel know what works best of different body types Watch what they are wearing and equipment they are using Watch what they are wearing and equipment they are using Pre-sell before they come in to golf Pre-sell before they come in to golf Personal Shopping

10. Employee and Customer Interaction Employee and Customer Interaction Customer card – all staff need to keep updated Customer card – all staff need to keep updated Basic information Basic information Size, color, brand for apparel Size, color, brand for apparel Shoe, glove, golf ball, and equipment information Shoe, glove, golf ball, and equipment information Birthday, anniversary Birthday, anniversary Spouse/partner name and details Spouse/partner name and details Previous purchases details Previous purchases details Groups they belong to at the club Groups they belong to at the club Discount/loyalty programs that they receive Discount/loyalty programs that they receive Personal Shopping

11. Guide and Control the Sales Process Guide and Control the Sales Process Service the Sale – Selling to Women Service the Sale – Selling to Women Women have a lot of choices in shopping Women have a lot of choices in shopping You need to give them compelling reasons to shop with you beyond convenience and a few displays You need to give them compelling reasons to shop with you beyond convenience and a few displays Men selling to women need to find a comfort level and use personal female relationships to make connection Men selling to women need to find a comfort level and use personal female relationships to make connection Women selling to women need to be able to relate directly to them and share benefits of products Women selling to women need to be able to relate directly to them and share benefits of products Look at the customer card prior to arrival for golfing to pull items together in advance Look at the customer card prior to arrival for golfing to pull items together in advance Focus on investment purchasing which provides a higher return per wear/use Focus on investment purchasing which provides a higher return per wear/use Personal Shopping

12. Guide and Control the Sales Process Guide and Control the Sales Process Service the Sale – Selling to Men Service the Sale – Selling to Men Men shop for convenience. Huge advantage for golf shop Men shop for convenience. Huge advantage for golf shop Capitalize on their desire to buy the experience Capitalize on their desire to buy the experience Men selling to men - easier process if comfortable with the relationship. Find common ground to set tone for the sale Men selling to men - easier process if comfortable with the relationship. Find common ground to set tone for the sale Women selling to men usually more successful for apparel. Be honest, yet flatter and compliment. Women selling to men usually more successful for apparel. Be honest, yet flatter and compliment. Look at the customer card prior to arrival for golfing to pull items together in advance Look at the customer card prior to arrival for golfing to pull items together in advance Focus on investment purchasing which provides a higher return per wear/use Focus on investment purchasing which provides a higher return per wear/use Personal Shopping

13. Guide and Control the Sales Process Guide and Control the Sales Process Service the fantasy/lifestyle they are looking to buy Service the fantasy/lifestyle they are looking to buy Start to pull items and show them how they work together. Start to pull items and show them how they work together. Take time to explain why you are showing them an item and the benefits they will receive by purchasing. Take time to explain why you are showing them an item and the benefits they will receive by purchasing. Work 2-3 items at a time and adjust accordingly to their responses. Add or offer other suggestions. Work 2-3 items at a time and adjust accordingly to their responses. Add or offer other suggestions. Keep listening and watching their response during the process. Keep listening and watching their response during the process. Close the sale by being a solution provider, not a pushy sales person. Close the sale by being a solution provider, not a pushy sales person. Personal Shopping

14. Close the Sale Close the Sale Close the sale by being a solution provider, not a pushy sales person. Close the sale by being a solution provider, not a pushy sales person. Confirm with them the decision to purchase is right. Confirm with them the decision to purchase is right. Remind them of the benefits of what they are purchasing and how it fits their needs. Remind them of the benefits of what they are purchasing and how it fits their needs. Talk about how it works back to what they have purchased previously. Talk about how it works back to what they have purchased previously. Give them options for closing, i.e. ringing it up and putting it in their locker. Do they need it shipped? Put it in their car. Pick up after their round. Give them options for closing, i.e. ringing it up and putting it in their locker. Do they need it shipped? Put it in their car. Pick up after their round. Note the purchase on the customer card Note the purchase on the customer card Personal Shopping

15. Service After the Sale Service After the Sale Thank you letter Thank you letter Confirm that they are happy with their purchase Confirm that they are happy with their purchase Take pictures of complimentary merchandise which would go with what they have already purchased and e-mail it to them Take pictures of complimentary merchandise which would go with what they have already purchased and e-mail it to them Ask them to meet sales reps to preview product Ask them to meet sales reps to preview product Use them as references to other customers Use them as references to other customers Personal Shopping

16. Selling Resources Selling Resources Zig Ziglar - Secrets of Closing the Sale Zig Ziglar - Secrets of Closing the Sale Ron Willingham - The Best Seller Ron Willingham - The Best Seller Ron Willingham - The Customer Ron Willingham - The Customer T. Scott Gross - Outrageous! Unforgettable Service….Guilt-Free Selling T. Scott Gross - Outrageous! Unforgettable Service….Guilt-Free Selling Ken Blanchard & Sheldon Bowles - Raving Fans Ken Blanchard & Sheldon Bowles - Raving Fans Personal Shopping

17. Increase Sales Increase Sales Personal Shopping Events Personal Shopping Events Trunk shows Trunk shows Fashion shows Fashion shows Personal stylist Personal stylist Ensure these events are well thought out to be successful Ensure these events are well thought out to be successful Meet additional product needs beyond what is carried in the golf shop Meet additional product needs beyond what is carried in the golf shop Opportunity to make customers feel special Opportunity to make customers feel special Keep them simple and easy for customers to participate Keep them simple and easy for customers to participate Personal Shopping

18. Increase Loyalty Increase Loyalty Train all employees in the process of servicing sales Train all employees in the process of servicing sales Be consistent with the experience in the golf shop Be consistent with the experience in the golf shop Show how you meet needs consistently and efficiently Show how you meet needs consistently and efficiently Create a shopping experience that they are proud of and want to share with their guests Create a shopping experience that they are proud of and want to share with their guests Personal Shopping

19. Program Fundamentals Program Fundamentals Softgoods Softgoods Body types Body types Current style and fabrication trends Current style and fabrication trends Additional services, i.e. alterations Additional services, i.e. alterations Recommendations for other retailers Recommendations for other retailers Hardgoods Hardgoods Staff experts Staff experts Access needs and provide solution Access needs and provide solution Technology information as applied to customer needs Technology information as applied to customer needs Pricing and service standards Pricing and service standards Personal Shopping

20. Body Types

21. Program Fundamentals Program Fundamentals Additional services Additional services Alterations on site or refer to other businesses Alterations on site or refer to other businesses Dry cleaning services Dry cleaning services Car washing Car washing Club concierge Club concierge Value added services Value added services Retail referrals Retail referrals Personal Shopping

22. Program Fundamentals Program Fundamentals Current Style and Fabrication Trends Current Style and Fabrication Trends Main stream retail Main stream retail Where do your customers shop Where do your customers shop Street wear taste level Street wear taste level How do you incorporate into golf shop product selection How do you incorporate into golf shop product selection Complimentary products to add value for your customer Complimentary products to add value for your customer Keep shop current and relevant to your customer Keep shop current and relevant to your customer Price and quality comparisons Price and quality comparisons Personal Shopping

23. Program Fundamentals Program Fundamentals Hardgoods Hardgoods Staff experts Staff experts Vendor staff programs Vendor staff programs Be representative of staff and customer base Be representative of staff and customer base Access needs and provide solution Access needs and provide solution Lessons, video analysis, demo days Lessons, video analysis, demo days Technology information as applied to customer needs Technology information as applied to customer needs Keep current with latest information Keep current with latest information What is relevant to their game What is relevant to their game Pricing and service standards Pricing and service standards Be prepared for price objections Be prepared for price objections Online retailers Online retailers Big box competitors Big box competitors Personal Shopping

24. “People do not buy what you’ve told them. They do not buy what you’ve showed them. They buy what you’ve told them and showed them and what they’ve BELIEVED. Your sincerity, honesty, and integrity are the most important parts of the selling process. Start with Trust. End with Trust.” Zig Ziglar Zig Ziglar You Are Here To S.E.R.V.E.

25. Resources Patty Shyne Patty Shyne You’ve Been Shyned! You’ve Been Shyned! 720-331-5926 720-331-5926 youvebeenshyned@gmail.com youvebeenshyned@gmail.com www.pattishyne.com www.pattishyne.com Lisa Langas Lisa Langas Director of Sales Sport Haley, Inc. Sport Haley, Ben Hogan, Bette & Court Office 303-320-8815 Cell 303-859-2998 lisal@sporthaley.com Association of Golf Merchandisers - AGM Association of Golf Merchandisers - AGM Desane Blaney. Executive Director PO Box 7247, Phoenix, AZ 85011-7247 Phone: 602-604-8256 – Fax: 602-604-8251 Email: info@agmgolf.org - www.agmgolf.org