The Samsonite Service Standard programme centres around the four moments of influence that occur during a customer shopping experience
and the selling skills associated with each. These moments consist of
Moment one: welcome
Moment two: identify needs
Moment three: inspire solutions
Moment four: close and build loyalty
It is also critical that you retain the Samsonite Service Standard attitude in all customer interactions
incorporating: Open body language
This means, not crossing your arms, keep your hands out of your pockets, and not put any barriers between yourself and the customer.
Eye contact, enthusiasm and a smile.
During each moment you will have the opportunity to influence the customer's perception of the product,
your store and the brands you are selling.
In this video we will explore moment one: welcome.
The welcome consists of a polite and friendly greeting followed by open-ended questions.
These questions are designed to learn more about the customer's needs.
All customers are to be acknowledged with eye contact, a smile and a polite greeting within 30 seconds of entering the store.
It goes without saying that Electronic devices - used for home delivery
or self-coaching on our training portal - should be put away as soon as a customer walks in.
Greetings can be short and basic such as good afternoon or hello,
but they can also be more personal, taking into account your observations of their body language,
or things that are more general in nature, such as the weather.
Be careful to observe the customer's current bag or case as an indication of what they are looking for.
What they have is not always equal to what they might need.
Let's take a look at two examples of unique customer greetings, based on general observations.
Good morning, I see it is handbags you are looking at today.
Good evening, looks like the weather isn't playing on our side today. Feel free to carry on looking round, and hopefully it will brighten up!
Once you have acknowledged the presence of the customer and have welcomed them into your store it's time
to approach the customer and start conversation through the use of an open-ended question.
Open-ended questions can't be answered by yes or no and are designed to encourage conversation.
They often begin with words such as Why? When? Where? What? Who? or How?
It might help you to think of the 5 W's, with how as an extra interactive work.
Let's now look at those scenarios again, this time incorporating an open ended question.
Good morning, I see it is handbags you are looking at today. What type of handbag are you looking for?
Good evening, looks like the weather isn't playing on our side today. Feel free to carry on looking round, and hopefully it will brighten up!
Tell me, what exactly are you looking for?
Once you have entered into conversation with the customer, you must read and react to their buying signals.
The three buying signals are I want help now, I might want help later or I want no help.
Customers that want immediate assistance may use phrases such as
I need..., I want..., I am looking for ... or can you show me..., Or do you have...?
You may also notice non-verbal cues such as the customer touching or picking up product.
In these instances you should confirm that you will assist now, and ask further open ended questions.
Good morning, I see it is handbags you are looking at today.
What type of handbag are you looking for?
Hi. I need a bag for work.
If you want, I can take you through our ladies' business collections.
Any idea of what the bag should fit, a laptop or tablet for example?
I think I am looking for something that fits both my personal belongings as well as some documents and my laptop.
It's useful to me to have all my belongings consolidated into one handbag hence I'm travelling to work by train.
Well, it sounds to me that a bag like this would be the best choice for you.
We have them of various collections and in a wide range of colours.
What type of clothing do you usually wear for work than we can define what works best for you?
Customers that may indicate they want help later by using phrases such as I'm just looking,
I just stopped in to see what is new, i don't need any help or I am just browsing.
In these instances, you should invite the customer to take their time and browse.
Suggest a new or featured item or provide a mini-tour of the store.
Provide your name and let the customer know that you are available for assistance at any time. Let's review these scenario's.
Good morning, I see it is handbags you are looking at today. What type of handbag are you looking for?
Oh I'm just looking right now.
Take your time, you will find both male and female bags in the front of the store. Our travel items are located in the back.
We also offer a wide range of electronics, accessories and small leather goods in the centre. Take your time to look around.
My name is Sarah, If you have any questions regarding our products, ask for me and I will be more than happy to help.
Ok, thanks a lot.
Good morning, I see it is handbags you are looking at today. What type of handbag are you looking for?
Oh I'm not buying today, I'm just looking.
Feel free to take your time to look around.
We do have some great new seasonal colours of our ladies collection you might want to take a look at.
My name is Sarah, if you have any questions regarding our products, ask for me and I will be more than happy to help.
Ok, thanks.
When a customer has indicated they want assistance later, or want no assistance,
it is important to remain available and check in with them periodically.
Consider reapproaching a customer when they demonstrate interest in a product,
make eye-contact with you or look around for assistance.
Customers should never feel pressured during a reproach. Re-approaching a customer is easy,
just comment on your observations or the customer's behaviour, followed by an open ended question.
Let's watch the reapproach of a customer that had previously indicated he was just looking.
What do you think of the size of this bag?
It looks rather small, I'm not sure if it would fit my laptop.
Products in darker colours often give us the impression that they are slightly smaller than others. What size laptop do you have?
It's a 15.6 inch.
Then this Karissa Biz would be perfect for you.
I you prefer another colour or model I am happy to show you what we have in store.
What type of clothing do you usually wear for work so we can define what fits you best?
From this moment onwards, you can ask the customer a few additional questions in order to select those business bags
that are most appropriate for them.
There is no second chance to make a first impression.
Make a memorable first impression by engaging your customer in a personalised manner,
asking open ended questions to encourage conversation and responding appropriately to customer's buying signals.