This has been reported as the focus for staff training in the new Marks and Spencer regime, reeling from criticism in the ladieswear section. In addition to the new ranges, they embarking on a customer service programme The lessons for this major retailer are relevant in many industry sectors not just retail.
Presentation – the first impression, – the look the brand
Availability – on shelf availability, having the product in stock when the customer wants – managing your channel management etc
Cross selling and service – not just selling but cross selling – ensuring you some something additional to offer the customer – often this is at full price and at this point of the sale added value does not always mean price sensitive.
Knowledge – knowing products, playing with price cuts, knowing the good and bad points vis a vis the competition.
It is often the internal team who are the ones who have to represent the products at the point of the sale. Knowledge is power and it also brings confidence – remote sales team will always gravitate to the products they know well.
If you would like to consider the RFM style of PACK training for your organisation contact russ@rfm.co.uk.