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Foreword
The present Training Manual is based on my observations I have made during my stay at
different H.K.B express stores for last few days. It is apparent, when working with this Training
Manual, that retailing and selling are more complex issues than it looks from the surface that
need careful consideration.
There have been successes in the past, this is true; but however, a careful observation of the
present situation will make sure that competition is getting tougher & rigorous and in these
circumstances we can¶t rely on yesterday¶s success.
One result of participating in the training will be a growing awareness of the importance of sales
and best possible practices for selling techniques at express stores and thus playing important
role for sustainable growth of the organization. Fact sheets contained in the Manual provide a
general understanding of the issues. Sharing experiences and applying the participants¶
knowledge and understanding will be even more important. The Manual includes some
exercises which encourage participants to bring in their own experiences, share their ideas, and
apply them to their own work situation.
Furthermore the Manual emphasizes the importance of involvement of lower management, the
holders of best knowledge, in the decision-making process
This participatory process takes time, but it leads to more effective and sustainable results.
And in the very end I want to admit at this very early stage that this training manual would have
a lot of mistakes and areas of improvements so hope you will try to ignore them considering my
inexperience and lack of knowledge
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u| Other facilities like: èater / efreshments
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$ slide. èhy are you Here?
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Once upon a time a very strong woodcutter asks for a job with a
timber merchant, and he got it. The Salary was really good and so
were the work conditions. For that reason, the woodcutter was
determined to do his best. His boss gave him an axe and showed
him the area where he was supposed to work.
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r The sale of goods or commodities in small quantities directly to consumers
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"Customer service is the ability to provide a service or product in the way that it
has been promised"
"Customer Service is a phrase that is used to describe the process of taking care
of our customers in a positive manner"
"Customer service is a proactive attitude that can be summed up as: I care and I
can do."
That is why generally speaking, one single customer service definition does not
exist. xet's give it a shot anyway.
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3enerally, time management refers to the development of processes and tools
that increase efficiency and productivity
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The breadth and depth of the products carried by retailers
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1:00 Before explaining how I will create training manual for cashiers, it
is first necessary to describe the job of cashier.
Training èorking as a cashier in a big store is a demanding job. The
cahi
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money, makes change, handles cards, and gives receipts. The
work is extremely repetitive and there is no margin of error in
handling money. The cashier is required to focus precisely on an
unending stream of details in a fast-moving environment with
many distractions. There is the physical strain of lifting a large
number of items over the scanner to make sure it automatically
registers the sale, with the danger of repetitive motion injuries.
A cashier is dealing directly and intimately with many people. In
spite of the best professionalism, good manners and eye contact, a
considerate and empathetic demeanor, flexibility in response, and
a diplomatic approach that seeks to please, some customers are
rude, demanding, and even threatening. èorking in the public eye
also puts a subtle pressure on the employee, because all of his or
her behavior is being constantly scrutinized by the customers, as
well as being monitored by the management.
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A cashier in any field can expect some basic responsibilities.
u| Cashiers most often complete transactions for customers
and handle their money,
u| Make change, and render receipts.
u| Oftentimes a cashier will be responsible for counting and
documenting the money received during the day in their
till.
u| Such as helping the staff with merchandising, sales,
promotions, and shelf stocking
u| Cashiers must help customers locate merchandise.
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3ive instructions on how to use the software & till. This includes
how to open and close the cash box, entering the records, closing
system for the night, scan an item, enter the item's bar code if it
does not scan correctly and remove an item from the bill that has
already been rung up.
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1:30
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The principal responsibility of a express manager is handling and
anag
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store. He manages the product inventory, salespersons, goods for
display, sales, etc. However, he doesn't manage every single
record of a product, but roughly has a record of all products and
the people who are responsible for managing the products. Apart
from product and customer management, he also has to take care
of the interests of the members in his sales team, as they are the
ones who are in direct contact with the consumers.
The retail store manager is an individual who oversees the daily
operations of a express store. That individual is responsible for
overseeing the daily work of subordinate employees and sales
staff ensuring that customers have a pleasant shopping experience
and completing many other duties necessary to run the store in an
effective and efficient manner.
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The position of express store manager is one that holds
vast duties and great responsibilities. èe employ express
store managers to maintain the overall quality and day-to-day
operations of the establishment. In order to learn more about
the duties and responsibilities of a express store manager, it is
important to highlight what in fact these individuals do on a daily
basis
There are many duties this individual is responsible for
completing and each duty in and of itself is vital to the smooth
operation of the store. These individuals are ones who make the
store a success and it takes a strong manager to ensure that the
perfect individuals are hired to fill sales associate positions,
clerical positions and other important job titles. In addition to
these tasks, the express store manager must see to it that each
individual is adequately trained to fill their job title and supervise
the work that they do throughout their employment at the store.
Another important duty and/or responsibility of the express
store manager deals with the money that comes into the store and
goes back out as well. The express store manager is responsible
for handling the turning in of cash at the end of each sales
associate¶s day and is required to ensure that all the money is
accounted for in the end. In addition, a express store manager is
usually responsible for paying the employees and ensuring that the
paychecks match the hours worked by each individual.
Attendance records are needed to be kept by the express
store manager to ensure that all money which has come into the
store is accounted for and sales associates and other store
employees are paid as they should be.
3:30
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Test ± èhat is the purpose of your job
±| Is it waiting on customers?
±| Stocking shelves?
±| aelivering a great customer experience?
±| ducating the consumer?
±| Making a sale?
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ß| üou are the First point of contact with the Customers
ß| üou are the Store¶s image
±| Customers observe your personal grooming and
grooming of your Store
±| Organized product display
±| Clean products on the shelf
±| 3reet customer saying ³|"||"#-
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ß| |"||"# or 3ood
Morning/Afternoon/vening
ß| 2se a warm and friendly voice ± be careful of the tone of
your voice
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ß| 2nderstanding customer needs is not always a simple task
ß| The customer does not generally state what he/ she needs.
ß| It is the SA¶s task to identify what exactly the customer
desires
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ß| Questioning
ß| xistening
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ß| to understand customer needs ± advising them the right
product
ß| to demonstrate to customers that you understand them
ß| to expect future needs / unstated needs
ß| customer satisfaction depends upon listening actively
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ß| ao you have«.?
ß| How much is«.?
ß| èhere can I find«?
ß| èhat goes with«?
ß| èhich product is better?
ß| How long will it last?
ß| èhen are you open?
ß| ao you provide home delivery?
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1.| 2nderstand / valuate query
2.| Answer query
3.| aecide whether you can answer the query, if ües, go
ahead and help them
1.| Stop what you are doing if you can & help them
2.| 3ive the customer your complete attention
3.| If the customer wants to know where an item is located,
4.| escort the customer to the product,
5.| do not give direction how to reach that particular product
or category
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ß| Inform the customer that you will get the assistance
ß| scort the customer to the person who can answer the
query
È| xplain the customer¶s query to the person providing the
assistance ± Validate with Customer
È| If still not resolved ± scalate to the Store Manager
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ß| Shift the engagement with the customer from mere
transactions to experiences that build relationships
ß| èhy is it important to aelight Customers?
ß| etains customers
ß| Increases referrals ±
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1.| ngage very Single Customer
2.| Focus on the Floor
3.| xisten to üour Customers
4.| xook professional
5.| Product Features Must be xinked to Benefits
6.| Product Knowledge is Key
U.| Aim to be 2nique
8.| Know why Customer is leaving the Store without making
a purchase
>.| ngaging with nthusiasm
10.|üou Must Ask Questions
Imagine you walk into a Store to buy a pair of clothes, and notice
SA / Cashier dressed in the dark or are just trying to make a new
fashion statement with his colorful and purple pants and a green
shirt, do you think this will take your mind off from the buying
mood or not?
Or
If you are sick or injured and find yourself in the hospital would
you feel like your life was in good hands if the nurse was dressed
in all black, supporting the latest fashion trend?
I am sure you will have double pain. üou would think twice.
Here comes the doctor, a middle-aged man, slightly over weight,
dressed in Jeans and a T-Shirt with a.O.A. (dead on arrival)
written across the front of it.
: The above scenarios will help you to create humor and also
stress on uniform.
4:10 o| |
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o| All Customers want to see our products in an organized
manner rather than thrown here and there. If our displays
are not maintained, customers think that we are lazy and
not interested in customer service. very time you set your
display right after the customers leave your store or aisle
make other customers feel comfortable shopping in your
aisle.
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o| üou may not need to price the items before stocking the
shelves. Part of your job in stocking the shelves may be to
put price tags on the clothing. Alternatively, you may need
to put the price on the shelves.
o| Find where the items go in the department store. üou must
be aware of all the sections in the store
o| 3ather the boxes that have the stock you need to put on the
shelves. 2sually a handcart or shopping cart is your best
bet for getting the boxes from the storeroom to the shelves.
o| Open the boxes and check to see if price tags are on the
items. If they aren't, find the price tags for the item you are
stocking and attach them. After pricing they start putting
the items on the shelf or hanging them on the rack.
o| Select other items to stock. Sometimes you will have items
such as books or candy that need replacing.
o| The most important part of stocking grocery shelves is
making sure you are stocking what people want to buy.
Once you have what will sell, keeping your shelves well-
stocked and organized is essential to a properly run
grocery store.
o| Bring your stock to the shelves. unning to and from the
back room to the sales floor takes up valuable time and is a
lot of work. üou can be more efficient with the stock right
there on the floor.
o| otate your stock. Place older items in the front and newer
items in the back to prevent product waste. üou have to
discard and take a loss on anything that expires; selling it
before the expiry date prevents that.
o| Face all items as you go. Facing means to make sure all
the labels face forward and that all of the products are at
the front of the shelves. If you don't have enough stock to
fill the shelves, pull them all the way to the front so
customers can easily see and access them.
o| emove overstock promptly. xcess stock on the shelves
or the sales floor makes the shop look cluttered and
unorganized. It also prevents people from finding what
they want.
o| Clean as you go. This is especially important if you're
stocking during business hours. Customers avoid messy
isles and dirty shelves. Pick up any packaging materials
and wipe up dusty shelves and spills.