Retail Excellence- MIZOLLINO Edition

1. Chapter 5
Retail
Excellence

2. 1. Have fun
2. Play Games
3. Contribute
4. Think Different
5. Create
Retail ExcellenceExcellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence,
but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then,
is not an act but a habit.
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Session Rules

3. ExcellenceRetail Excellence
A- Your Career
As start you should ask your self 4 questions?
1- Who am I?
2- What am I good at?
3- What are my interests? Skills? Values?
4- What can I do with my degree and my qualifications?
Then Your Next Step..
Discover who you are by, engaging in one or all of the activities then:
•Explore your options
•Choose your direction
•Take action
•Re-evaluate your plans
•Achieve your objectives
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity

4. ExcellenceRetail Excellence
B- Your Goals
How to Set Goals?
1. You have to decide what you want first of all
2. Have a good plan of attack
3. Start small, but keep walking
4. Set goals in small, complete with time and dates
5. Be positive when stating your goals
6. Spread out your goals
7. Don’t underestimate yourself
8. Remember that some fears are unfounded
9. Write it down - Affirm it
10. Plan ahead, so you can get ahead
Always Remember that..
Success Is just the Beginning
The price of success is hard work, dedication to the job at hand, and the determination that
whether we win or lose, we have applied the best of ourselves to the task at hand
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity

5. Excellence
Retail Excellence
Mystery
Sales
Basics
Smart
Sales
Offering CE Follow Up Creativity
Retail ExcellenceExcellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we
rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
C- Contents

6. Excellence
D- Mystery Shopper Criteria
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
D-1/ What is the Mystery Shopping?
Mystery shopping is a tool used externally by market research companies or internally by
companies themselves to measure quality of service or compliance to regulation, or to gather
specific information about products and services.
Mystery shoppers perform specific tasks such as purchasing a product, asking questions,
registering complaints or behaving in a certain way, and then provide detailed reports or
feedback about their experiences.
D-2/ Why do we use Mystery Shopping?
•It gives accurate data and evaluation for employees at the
retail, as they act normally with the mystery shoppers unlike
during audits. So all the values should reflect the actual
customers’ experience.
•It monitors employee compliance with procedures
•Mystery Shopping is considered as a very efficient tool to:
1. Improve customer service
2. Enhance employee sales ability
3. Reward valuable employees
4. Identify training needs
5. Measure the gap between expectations
and the actual delivered performance

7. ExcellenceExcellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
D-3/ Scoring Section
(Greeter – Floor – Terminal – Display - Sales Representative - Sales Call)
1- Greeter
Section Description Ideal Case
Greeting No single answer is an obligation on the greeter, but
here is a Range of answers for the cases that take full
mark
‫اتفضل‬‫فندم‬ ‫يا‬
‫اقدمها‬ ‫اقدر‬ ‫اللى‬ ‫الخدمه‬ ‫ايه‬ ‫الخير‬ ‫مساء‬ ‫أو‬ ‫الخير‬ ‫صباح‬
‫لحضرتك‬
Smile The smile that the greeter meets the customer with If the agent Smiles he will take a full mark,
if a normal look or nodded his head he
takes 2 out of 5, if he gives a bad look, the
agent takes zero
Attitude Being Friendly, patient, helpful, and professional The highest score is for those who apply
the 4 criteria mentioned in the description
Appearance Uniform, nametag & shaved (Males) and professional
and simple veil (Females)
Check the description
Number
Insertion
Number insertion Correctly for the customer to make
segmentation for higher value customers
Number inserted correctly
D- Mystery Shopper Criteria

8. ExcellenceExcellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
D-3/ Scoring Section
(Greeter – Floor – Terminal – Display - Sales Representative - Sales Call)
2- Floor
Section Description
All terminals
are working
According to the input from work force, only 1 terminal is allowed to be empty in stores having
more than 2 terminals, so we take this terminal as an allowance, in addition to another terminal
in case of big stores "7 terminals" for breaks
If the MS Agent is handled directly, the store takes the full mark, regardless the rush
If the MS Agent stays in the waiting area for a while, he starts to count the empty terminals and
deduct from the scoring
Look and Feel The Q system must be audible calling for the Q-ticket and mentioning the number of the terminal
Store Music Store fixed music playlist should be on
Clean Floor The floor of our stores should be clean, of course in front of the store's door we make a little
allowance, but we focus more in the waiting areas and the rest of the store.
Store Smell The unique smell in our stores should be there, and this gives the full mark in our stores, having
no smell gives another score, and having a bad smell gives an even lower score
Security
Agents
The security agent score is divided into two sections:
1 - Uniform
2 – Placement: the Security Agents should be placed in certain positions that expose the whole
display; the security agent shouldn't be working as a greeter or smoking in front of the store, or
talking with other agents.
D- Mystery Shopper Criteria

9. ExcellenceExcellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
D-3/ Scoring Section
(Greeter – Floor – Terminal – Display - Sales Representative - Sales Call)
3- Terminal
Section Description
Clean The terminal should be clean, not having any dust, cracks or drink stains
Organized The Terminal should be organized, not having a mess of papers
Customer Data Visibility Not being able to view any contracts when standing on the terminal
4- Display
Section Description
Display Status In this section we check for missing mobiles in the display, or mobiles without price
tag, or cracked or damaged display
The calculation Equation is the following:
Clean Display The display should be clean without any dust
Well Displayed The mobiles should be arranged in descending order according to price,
also there should be a special display "if existed in this store"
D- Mystery Shopper Criteria

10. ExcellenceExcellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
D-3/ Scoring Section
(Greeter – Floor – Terminal – Display - Sales Representative - Sales Call)
5- Sales Representative
Section Description Ideal Case
Greeting No single answer is an obligation on the
greeter, but here is a RANGE for the cases
that take full mark
‫فندم‬ ‫يا‬ ‫اتفضل‬
‫اقدر‬ ‫اللى‬ ‫الخدمه‬ ‫ايه‬ ‫الخير‬ ‫مساء‬ ‫أو‬ ‫الخير‬ ‫صباح‬
‫لحضرتك‬ ‫اقدمها‬
Smile The smile that the greeter meets the customer with If the agent Smiles he will take a full
mark, if a normal look or nodded his
head he takes 2 out of 5, if he gives a
bad look the agent takes zero
Attitude Being Friendly, patient, helpful, and professional
Appearance Uniform, nametag & shaved (Males) and professional and
simple veil (Females)
Offering The Agent should promote any offer or product other than
the things the customer asks for, as you know there is up-
selling "promoting something in the same category of the
customer's needs" and cross-selling "shifting to another
category other than the things the customer was asking
for"
The Agent that offers takes the full
mark, and it is mentioned in the
comments what he offered, if not,
he/she takes zero
Closing No single answer is an obligation to the
greeter, but there is a Range of Scripts for the cases that
take the full mark
‫شرفتنا‬‫فندم‬ ‫يا‬
‫تحت‬‫فندم‬ ‫يا‬ ‫امرك‬
‫مع‬‫السالمه‬‫فندم‬ ‫يا‬
D- Mystery Shopper Criteria

11. ExcellenceExcellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
D-3/ Scoring Section
(Greeter – Floor – Terminal – Display - Sales Representative - Sales Call)
6- Sales Call
Section Description
Dynamic Question In this section we test the knowledge about anything we are offering in our stores. It is
totally agreeable to use any helping tools "es2alny, etc…" while handling the customer,
but never giving misleading data about any offer, the dynamic Question Changes from
time to time
Open Question In this section, the customer comes with a case; it changes from time to time.
To highlight a need in order to measure the responsiveness of the Retailer:
Some of the skills being tested:
 Identifying customer needs and keenness to fulfill those needs
 Flexibility and ability to make the correct exception for the customer if required
 Sales ability
D- Mystery Shopper Criteria

12. ExcellenceExcellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
D-4/ Dos & Don’ts
What to do?
•Keep a good smile with the customer
•Listen to the customer and satisfy his/her needs
•Know how to identify his/her needs
•Consider as if all customers are Mystery Shopping visits "always apply the ideal"
•You have ownership in your store, always report on any defect you notice "defect in
display, lamps, security not doing his job, etc…"
•Keep notice for the terminal, if any stains exist tell the office boy, and if anything is
critical "a crack in the desk", report to the team leader
D-4/ Dos & Don’ts
What not to do?
•Don't smoke in front of the store
•The best structure for any sales call is starting with a questionnaire to know the
customer’s needs, then giving him the full info correctly, then telling him how to
subscribe, you can upgrade the call by offering “cross selling or up selling”
•Don't give misleading or missing data to the customer whatever it takes
•Don't keep signed contracts in front of you while handling contracts, if you don't have
anywhere to place your contracts, at least put it inverted on its back
•Side talks between agents or with the security agent while handling agents
D- Mystery Shopper Criteria

13. Excellence
E- Sales Basic
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Sales is offering to exchange an item of value for a different item
The original item of value being offered may be either tangible or intangible, the second item is usually money
Your customers will have different Needs and Wants
However customers have common expectations for your treatment, they always expect a
level of service that they think is appropriate for their value& their type of purchase and
they always need to feel welcome
Sales is all about talking to people and getting them to understand what you are trying to communicate
Sales Representative Excellence
1. The Effective Communicator
2. Ability to Listen
3. Asks Great Questions
4. Problem Solver
5. Well Organized
6. Positive Self Image
7. Naturally Persuasive
8. Person of Integrity
Sales Representative almost
never Give up or Give in

14. Excellence
E- Sales Basic
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Sales is offering to exchange an item of value for a different item
The original item of value being offered may be either tangible or intangible, the second item is usually money
Why Some Sales Don’t Happen
There will be times when you have done everything right and didn’t get the Sale and probably
sometimes you made some mistakes and got the Sale anyway
Here are a few avoidable mistakes that should help you close more deals!
1. Giving the client too many choices
2. Not getting to the real decision maker
3. Getting there too late
4. Not listening carefully enough
5. Making a tactical or technical mistake
6. Failing to meet your commitments
7. Failing to identify an objection
8. Wrong mind set of sales
Buyers Types
In the Retail Industry it seems as though we are constantly trying to find a New Customers
Most of us are obsessed with making sure our advertising, displays, and pricing to attract New Customers
1. Loyal Buyer
2. Discount Buyer
3. Payments Buyer
4. Need-Based Buyer
5. Wandering Buyer

15. Excellence
F- Smart Sales
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Sales is offering to exchange an item of value for a different item
The original item of value being offered may be either tangible or intangible, the second item is usually money
A- How to Create your Customer Needs?
It’s a way of selling, when you decide after the stage of identifying your customer needs to start
a new stage to CREAT it for him, but you need also to know that actually you can’t create the
customer’s needs; because he already have this needs but may be its hidden on his mind
B- The Different Between Features and Benefits
Feature Vs Benefit
A Feature is what a product/service is
A Benefit is what a product/service does for a customer
C- How to Increase your Company Revenue?
There are 6 ways to increase your company revenue
•Increasing the number of our customers
•Raise our prices, where appropriate
•Offer special discounts for our new buyers
•New exclusive products
•Up-sell and Cross-sell
•Creative Ideas

16. Excellence
G- Offering
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
There is many ways to offer your products to the consumers
First.. You Need to know the difference between:
Cross Sale& Up Sale
A- The Cross Sale
Is how to offer another product/service to your customer in addition to his/her needs
EX: If the customer came to your store asking to buy a handset, you can ask him also to get
a prepaid voice/data line as additional product
B- The Up Sale
Is how to upgrade your customer package, to make him/her pay more money
EX: If the customer came to your store asking to buy a handset with 500 LE, you can ask
him/her to upgrade the package to make him pay 700, 800 or even 1000 LE
Then, you should know that
the buyers needs to
understand what your
products, services and
offers will do for them,
that’s how you can OFFER
them what you want

17. Excellence
G- Offering
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
There is many ways to offer your products to the consumers
Offering Tricks
1- Show them the value
Based on your products benefits and your experience in selling it to your customers many times, you
can reach a NEW LEVEL of offering; Learn how to create the need& let your customers ask for it.
2- Show them time is limited
If the listener doesn't act right away chances are good they'll forget about your offer and never take
action.. Give them a REASON they must take immediate action (They might lose offers- Offers are limited)
3- Show them your offer again
After you've given them the details about your products, goes over your deal AGAIN and explains the
benefits one more time it’s help to affirm customer choice and decrease risk
Start small before aiming big!

18. Excellence
G- Offering
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
There is many ways to offer your products to the consumers
Offering Tricks
4- Let the customers sell themselves
Propose something less attractive; Sometimes you need a slow-
moving product because it helps establish a price point.. This is
often called a Decoy Product
Introduce a product that makes your standard model look like a
better deal consider a product at a similar price but with fewer
features or lower specifications
5- Show them there’s no risk
Assure them they're making the right decision,
and risk nothing by taking you up on your offer,
but way is Risky, you can’t use it too much to avoid
your product return But it’s a still a way to build the
rapport with our customer and grantee they trust
6- Buy, Buy& Buy
The best Salespeople know that the most persuasive person
is the customer herself, their job is to ask the Right Questions
and lead the customers to convince themselves they want the
product; and that’s how we can CREATE the need and having
the ability to convert our customer from a Buyer to a Needy
Start small before aiming big!

19. Excellence
H- Customer Experience
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Put yourself in the Customer’s shoes
There is 2 Basic Rules to deal with customers over all the world
Rule N#1 “Customer is always right”
Rule N#2 “If not, re-back to rule N#1”
A- Customer Treatment Techniques
The Seven Defusing Techniques
Empathize, Apologize, Appreciate, Assure, Confirm,
Selectively agree, Set limits
Based on the Experience the employees
should receive it from practicing on the
defusing techniques, they can deal with
the customers Professionally and
work in their Future Problems

20. Excellence
H- Customer Experience
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Put yourself in the Customer’s shoes
B- Customer Handling Techniques
If you run a business that sells to the public no matter how great your goods or services
are the old adage will eventually be proven true
You cannot please 100% of the customers 100% of the time
When one of your customers complains, handle it by giving their complaints your full attention
so that you can resolve the issue, because there is an adage in our Retail called:
The Complaint Is a Gift
How we can handle our customers?!
Listen, Understand,
Asking Question
Take action, Follow Up

21. Excellence
I- Follow Up
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
The after Sale Service..
A magic word in the retail world
This part is very important to complete your sales call and
insure building the rapport between you and your customers
Call the customer to see that if your product/service is good or
not, call him to see if the problem solved or still he have issues
When a date is given to the customer, make sure the date is
kept or the delay is explained by a follow-up call or email
Follow up
Insure the
Customer’s
Complete
Satisfaction

22. Excellence
J- Creativity
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Creativity starts from a believe
Creativity
Is the bringing into being of something which did not exist before,
either as a product, a process or a thought
What is the different
between you and others?
You would be demonstrating creativity if you..
Invent something which has never existed before
Invent a new process for doing something
Develop a new way of looking at something
Change the way someone else looks at something

23. Excellence
J- Creativity
Excellence
Rules
Your Career
Your Goal
Contents
Mystery
Sales Basics
Smart Sales
Offering
CE
Follow Up
Creativity
Creativity starts from a believe

24. The secret of success: Stop wishing, start doing..
Page 173
Take
A
Note

25. That’s itYour Journey has been ended..
Now you are ready to starts your
career and create your own goals.
Thank you..

26. All the Success
MoatazBellah Magdi