Module 3 : The Sales Process and Dealing with Customers at the Checkout

3.1    The Checkout and Basic Requirements

Now, throughout the course we are going to look at your interaction with the customers
at different times, but at this point we are going to deal with the end part of the entire process, the checkout. If you thought that this was something
that just works smoothly and that there is no need to put a lot of thought into it, then you are wrong. In actual fact, make mistakes
here and you will see that your entire retail store will suffer as a result;
which is crazy considering how easy it is to avoid a situation from arising in the first place.

When it comes to the checkout, you need to be able to understand the process that you work through to make sure that the customer gets the products
they want and you receive payment for them. There is no reason why this part of the transaction cannot go as smoothly as possible because
with the correct training there is virtually
nothing that should go wrong thanks to the advances
in technology.

In order to really discuss
the checkout process
and the absolute basic requirements, we will look at it in a step by step process.
Now, the exact way in which this works can vary slightly
between companies, which is why we will only discuss
the basic steps that can often be applied in every single environment. However,
when you begin working in a new retail store for a new company,
it is advisable that you check the requirements for that particular company.

First, you must always be welcoming
when dealing with a customer
at the checkout.

They are ready to spend their cash and you need to make sure they feel valued and you are happy they are at this part of the process. The customer should be welcomed
and some companies will have further requirements as to what should be said to them when they get to this point.

All that you then have to do is to simply scan the different
items as quickly
and as efficiently as possible,
but at the same time you need to be aware of how the items are perhaps piling up at the other end. In some instances,
it may be advisable to ask if the customer requires any assistance in dealing with their items, as this is seen as offering
good customer service.
It will certainly help customers
to think about your store in a positive manner.

Finally, when the items have been scanned, you need to make sure that customers are told the final price and ask them how they would like to make payment; advising them of the different available
options. Once they have paid, then they must be given their receipt and if they paid with cash, then their change has to be handed over. After this, the member of staff that has dealt with the customer must thank them for their custom, and even doing something additional such as saying goodbye to them can make a huge difference.

As the manager,
you need to understand that even though there is less interaction with this part of the process, it is still extremely important
and cannot be overlooked. Training staff to deal with customers in an appropriate manner should be at the absolute core of your role as the manager,
because it comes back to rest on your shoulders
as to whether or not they have been trained correctly.

You need to remember that any complaints
that are made regarding your store will also come back to you, so getting the checkout process
correct is very important.

FACT

Almost a third of retail employees
are under 25 years old

Source: retailappointment.co.uk

3.2    The Importance of the Point
of Sale Concept

Now, as an aside, we are going to discuss the importance
of the point of sale concept because even though this also refers to the point whereby you are taking money from the customer in order to complete a transaction, there are some that see the point of sale and the checkout as representing two different types of situations.

First, people will often think of a checkout as being the kind of thing that you see in a supermarket. With this, there is limited interaction with customers as they are too busy loading up their groceries
at one end and then packing them at the other. They are less focused on the member of staff, but that does not mean that you can just ignore the customer.

However, with the point of sale, it is felt by many that this is a more intimate
way of dealing with customers. With this, we are talking more about the checkout
process in clothes stores or other stores where there is no conveyor belt at any point.

Even though we are still talking about the same part of the process,
it is felt that the approach used within this type of retail environment is different to that which you would find in a supermarket.

For example,
if we talk about a clothes store, then the process will tend to go along these kinds
of lines.

The customer will walk up to the point of sale and at that point it is important
that the member of staff is warm and welcoming.
The customer should be asked if they were able to find everything that they were looking for or if there was anything that they required
help with. This is not idle chit-chat
here because there has to be a point to any discussion or interaction between
a member of staff and a customer.

Once the items have been scanned you should confirm the price, ask if there is anything else that they require, and then deal with the actual payment part. If it is by card, then the member of staff must be aware of how to process
this kind of payment and to guide the customer
through the chip and pin aspect so that they are not confused with what to do. After the payment has been received, then the receipt should either be handed to the customer or placed in their bag, asking which they prefer.

Now, as the manager, you must not only be aware of how to go through this entire process, but you will also need to be able to go that bit further. It is your responsibility to check that each member of staff that has to deal with this as part of their daily work, knows what to do and how to handle any issues that may arise.

However, at the end of the day your role as the manager will often be to oversee
the entire process;
from training staff to rectifying
mistakes that have been made and calming down a situation that could spiral out of control. Now, this is not something
that is solely limited to the point of sale as we mentioned earlier, but having to cope with POS issues does tend to be more common, simply because of the closer interaction with customers and the more personal nature of the sale.

Think of it this way. Is buying groceries more personal than buying clothes?
Of course not, and that is why the way in which the retail outlet and customer interacts
is so much more important.

3.3   
The Personal Characteristics Required
for Dealing with this Process

The final part of this
module will be entirely focused on the personal characteristics that you and your staff need to have when
dealing with the checkout part of the transaction.

You will be representing the company, so even though the customer
is still going to be making that purchase, you have to make sure that you create the correct impression. After all, the last thing that you want is for the customer to feel that everything went well until they were met by an ignorant
member of staff when they were handing over their cash.

Do you think that this is going to make them feel like coming back to you in the future?Absolutely not and who could blame them?

So, what we are saying is that there are certain ways in which you have to act and as the retail manager it is essential
that you not only follow these rules yourself, but that you also make sure that every individual that deals with customers also follows suit. If they are failing to do this, then it is your responsibility to put the member of staff through
additional training so that they stop repeating
their mistakes. Indeed, as the manager, you need to show them the best way of doing things in this part of the process.

In order to make this easier to follow, we can break it up into the following
key points:

Be friendly

This might seem so obvious that you feel it is not worth mentioning, but it is amazing how many times customers will complain that the member of staff that served them at the checkout
and took their money gave off a negative vibe. This not only makes customers uneasy, but they will then be more reluctant to return. You have to remember that customers take the view that it as they who are doing you a favour by coming to your store and that you should be thankful that they have decided to give you their money and, to a certain extent, they are quite correct. Being friendly means smiling, interacting with them in a positive
way, and even just wishing
them a nice day.

Interact with them

Interacting with customers
can make a huge difference
to the way that they feel about spending their money in your store. As the manager you have to remember that a customer is going to expect so much more from you due to your experience and position in the company. Good interaction is going to make the experience so much better for the customer, although
you should avoid being too over the top and do not try to force conversation with them. It is fine to be friendly, but being too friendly is certainly something
to be avoided.

Keep a level head

Whenever you are dealing with a customer,
it is important that both you and any other member of staff manages to keep a level head no matter what is going on. You need to remember that some customers
are going to be stressed,
their mind will be elsewhere, and they just want to get their items and get out of the store. This can often lead to them perhaps being slightly snappy with you and it is important to remember that this is not your fault, although
how you then deal with somebody in that frame of mind is very important. In short, there is no way that you can react even when the customer is perhaps complaining about something that does not actually appear to be that important. Keeping a level head is ultimately going to make your retail store come across as being far more professional and, as a result, they are more likely to want to come back to you once again in the future.

Be helpful

Even when you are dealing with
the checking out part of the process, it is still important that you are the
type of individual that enjoys being helpful. You never know when an individual
is going to have an issue and the one thing that is extremely important is the
way in which you help the customer.People then feel drawn to come back to your
retail store when you are helpful to them, and you can understand why. This is
all part of offering amazing customer service and you can see why this is
something that is going to make a difference to your bottom line and turnover
in the store. As the manager of a retail outlet, the way in which you help
people and react to their problems will actually make a difference to your
career.

Able to think on your feet

The reason why we have come to the conclusion
that you need to be able to think on your feet is simply because of the fact that you have to be prepared
to deal with issues that can arise at any point, even this late on in the process.
The one thing that you must be able to do as the manager
is to know what you can do to rectify a problem within the jurisdiction that has been granted to you by the company that employs you.

What we are saying at this point is that you do need to have certain personal skills and requirements to be able to correctly
interact with the customers when they are on the verge of handing over their hard earned cash to your retail store. However, do not allow this to put extra pressure on your shoulders
just because you know how it relates
to the targets that you have been set and need to meet in your position as the manager.

MODULE SUMMARY