Chapter-IV

To Provide Specialist Support to

Customers Facilitating
Purchases

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Content
• Important words with meanings
• Introduction to specialist services
• Understanding features and benefits of a products
• Help the customer to understand features and benefits
of their interested products.
• Adapting your speech, body language and sales style to
appeal to customers.
• Setting up safe and effective demonstration.
• Updated product knowledge : Importance
• Summary

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Introduction to specialist services

• Retail specialists, also known as sales associates or retail

salespersons, help customers find the products and services
that they want to buy.

• They explain the features and benefits of your offering,

and might demonstrate its uses.

• Explain if there is any special offers, coupons, discounts

and refunds

• They might also stock shelves and product displays, mark

price tags and take inven
• tory.
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Steps in specialist services
• Identify key features and benefits that
meet customer needs.

• Identify few items and brands that full

fill those needs fall within customer’s
budget

• Let customer hold and feel the different

products

• Tell the key differences in features

between products and also how these
differences would change the benefits of
the customer. RE040414
Understanding features and benefits of a
products

• Features:
– Describes An actual part of a product ,brand, material or a service.
– This information is usually shown on the product packaging.
Example: Umbrella have following features
oCloth
oHandle
ounbreakable spokes
• Benefits:
– Describes the outcomes or results of a product or service
– This will come from users experience by using product or service
o protect from rain
o Protect from sun
o Protect from Dust

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Help the customer to understand features
and benefits of their interested products.

Finding out required benefits and features

of a product to a particular customer by

• Identifying the needs of the customer

• Let the customer tell you what is

important to him.

• Explain the benefits and features of

specific products in accordance with
his specific needs only.

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 For example, consider a flat TV, we will understand how you can use
information about different customer needs, and promote specific product, to
better target those needs.
Need Feature Benefit
Visual Clarity  Size: 1366* 768 Great wide screen experience
 Wide color Enhancer
 High definition
Good Sound  Dolby Digital plus/Dolby Surrounded sound experience
pulse
 SRS Theatre Sound
Good Design and looks  Round edges Stunning looks and design
 Black color
Power efficiency  Under 0.3 watts Reduces electricity bill
 sleep Timer
Convenience  Remote controller Easy to control and operate
 User Manual
Additional features • Inbuilt set up box Can be used as radio as well
• Radio tuner
• Wi-Fi and Games

Therefore, a CSA should help customers find the products and services that they want to buy.
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Adapting your speech, body language and sales style to
appeal to customers:

• Maintain good body posture, while communicating with the

customer
• When interacting with the customer CSA Should be kept the
following points in his/her mind

– use appropriate language

– Maintain good smile
– Use facial expressions
– Good eye contact
– Use common words
– Use appropriate tone(Voice modulation)
– Speak slowly and clearly
– Be polite and courteous

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Setting up safe and effective demonstration

• While giving demonstration, a CSA must take all necessary precautions

to ensure a safe demonstration.
• Maintain the demonstration area clean and tidy.

• CSA must be well prepared and ready to answer questions from the
customer.

• CSA Should know the complete product

knowledge like
– feature and benefits of the product
– Information about price and discounts
– Knowledge about warranty and replacement

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CSA should concentrate the following points for safe and effective product demonstration:

Be prepared
for the
failure of the
product
Check the
technical Be confident
people and ready for
availability it demonstration
problem
occurs
Safe and
Effective
Demonstration

Be ready for
Make sure to counter
always take questions from
the required customer
precautions
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Updated product knowledge : Importance

• A sales Associate must always have the latest information

about the products
• Being updated about the product implies that sales
associate should have all the information about the product
in terms of its
– Features
– Specifications
– Pricing
– Functioning etc..

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product knowledge : How to gain

There are several sources to gain product knowledge they

are:
oMarketing Literature
o Training sessions
oTestimonials and feedback of users
oPractical use
oOther experienced sales Representatives

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product knowledge : What to gain

CSA should concentrate the following areas :

oPricing Structure
oStyles, colours of model available
oAny other models available
oHow to use the product
oProduct distribution and delivery
oServicing, warranty and repair information

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Summary

• Retail specialists, also known as sales associates help

customers to find the products and services that they want
to buy.
• When interacting with the customer CSA Should use
appropriate body language and maximize the sales
• Sales associate Should know the complete details of the
product.
• Explain the features and benefits , Information about price
and discounts of the products to the customer
• CSA must be well prepared and ready to answer questions
from the customer.

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