Personal Shopping to Increase Sales: Presented by: Lisa Langas Director of Sales Sport Haley, Inc....

Personal Shopping Personal Shopping to Increase Sales:to Increase Sales:

Presented by:Presented by:

Lisa LangasLisa LangasDirector of SalesDirector of SalesSport Haley, Inc.Sport Haley, Inc.Sport Haley, Ben Sport Haley, Ben Hogan, Bette & Hogan, Bette &

CourtCourtAGM Education AGM Education

TeamTeamAll AGM educational materials are protected by U.S. Copyright and All AGM educational materials are protected by U.S. Copyright and

cannot be reprinted or used without the expressed written consent cannot be reprinted or used without the expressed written consent of the Association of Golf Merchandisersof the Association of Golf Merchandisers

Patti ShynePatti ShynePersonal Stylist and Personal Stylist and Image ConsultantImage Consultant

You’ve Been You’ve Been Shyned!Shyned!

Personal Shopping Personal Shopping

We’re not selling them; We’re SERVING We’re not selling them; We’re SERVING them:them:

S – Sincerely GreetS – Sincerely Greet

E – Establish NeedsE – Establish Needs

R – Relate ProductsR – Relate Products

V – Validate NeedsV – Validate Needs

E – Exceed ExpectationsE – Exceed Expectations


AgendaAgenda Develop a personal shopping Develop a personal shopping

program:program: Set customer service standardsSet customer service standards Increase SalesIncrease Sales Improve loyaltyImprove loyalty

Program fundamentalsProgram fundamentals Staff trainingStaff training Customer informationCustomer information Program basicsProgram basics


““Many times people buy from you Many times people buy from you not because they believe and not because they believe and understand everything you say understand everything you say about what you’re selling, but about what you’re selling, but because because you understand them, care you understand them, care about them and want to solve their about them and want to solve their problemproblem.”.”

Dr. Hugh RussettDr. Hugh Russett

Customer Service StandardsCustomer Service Standards

Multi-Tiered and ConsistentMulti-Tiered and Consistent GreetingGreeting Retail space and mindsetRetail space and mindset Employee and customer Employee and customer

interactioninteraction Guide the processesGuide the processes Close the saleClose the sale Follow up after the saleFollow up after the sale


GreetingGreeting

IMMEDIATE AND FRIENDLY!IMMEDIATE AND FRIENDLY! Hello, how are you todayHello, how are you today Weather commentWeather comment Great to see youGreat to see you Reference event or activity you know they were doingReference event or activity you know they were doing Do not ask questions which require only a Yes or No Do not ask questions which require only a Yes or No

answeranswer Set the expectation for the interaction as friendly and Set the expectation for the interaction as friendly and

conversationalconversational


Retail Space and MindsetRetail Space and Mindset

Need to set the stage for sales to occur, not just to Need to set the stage for sales to occur, not just to check in for a round of golfcheck in for a round of golf

Physical and mental transition into the golf shopPhysical and mental transition into the golf shop Floor layout and display practicesFloor layout and display practices Product assortment and store identityProduct assortment and store identity Remove counter as barrier to interactionRemove counter as barrier to interaction Create an inviting space where customers want to Create an inviting space where customers want to

stay and participate stay and participate Items needed to service a personal shopping Items needed to service a personal shopping

experience – set the stageexperience – set the stage


Employee and Customer InteractionEmployee and Customer Interaction

Product KnowledgeProduct Knowledge You have to be the expert to build trust in the sales processYou have to be the expert to build trust in the sales process Cannot show them what they want if you do not know what Cannot show them what they want if you do not know what

you have available to sell now and in the futureyou have available to sell now and in the future Note if you consistently miss sales due to lack of product or Note if you consistently miss sales due to lack of product or

brandbrand Know taste level of customer to match what you are Know taste level of customer to match what you are

offeringoffering Buy with customers in mind to ensure a quick sell thruBuy with customers in mind to ensure a quick sell thru



Customer KnowledgeCustomer Knowledge Listen, listen, listen!Listen, listen, listen! Be animated, friendly, and complimentaryBe animated, friendly, and complimentary Ask questions to clarify what they are telling you to ensure Ask questions to clarify what they are telling you to ensure

you are offering them solutionsyou are offering them solutions For apparel know what works best of different body typesFor apparel know what works best of different body types Watch what they are wearing and equipment they are usingWatch what they are wearing and equipment they are using Pre-sell before they come in to golfPre-sell before they come in to golf



Customer card – all staff need to keep updatedCustomer card – all staff need to keep updated Basic informationBasic information

Size, color, brand for apparelSize, color, brand for apparel Shoe, glove, golf ball, and equipment informationShoe, glove, golf ball, and equipment information Birthday, anniversaryBirthday, anniversary Spouse/partner name and detailsSpouse/partner name and details Previous purchases detailsPrevious purchases details Groups they belong to at the clubGroups they belong to at the club Discount/loyalty programs that they receiveDiscount/loyalty programs that they receive


Guide and Control the Sales ProcessGuide and Control the Sales Process

Service the Sale – Selling to WomenService the Sale – Selling to Women Women have a lot of choices in shoppingWomen have a lot of choices in shopping You need to give them compelling reasons to shop You need to give them compelling reasons to shop

with you beyond convenience and a few displayswith you beyond convenience and a few displays Men selling to women need to find a comfort level and Men selling to women need to find a comfort level and

use personal female relationships to make connectionuse personal female relationships to make connection Women selling to women need to be able to relate Women selling to women need to be able to relate

directly to them and share benefits of productsdirectly to them and share benefits of products Look at the customer card prior to arrival for golfing to Look at the customer card prior to arrival for golfing to

pull items together in advancepull items together in advance Focus on investment purchasing which provides a Focus on investment purchasing which provides a

higher return per wear/usehigher return per wear/use



Service the Sale – Selling to MenService the Sale – Selling to Men Men shop for convenience. Huge advantage for golf shopMen shop for convenience. Huge advantage for golf shop Capitalize on their desire to buy the experienceCapitalize on their desire to buy the experience Men selling to men - easier process if comfortable with Men selling to men - easier process if comfortable with

the relationship. Find common ground to set tone for the the relationship. Find common ground to set tone for the salesale

Women selling to men usually more successful for Women selling to men usually more successful for apparel. Be honest, yet flatter and compliment. apparel. Be honest, yet flatter and compliment.

Look at the customer card prior to arrival for golfing to Look at the customer card prior to arrival for golfing to pull items together in advancepull items together in advance

Focus on investment purchasing which provides a higher Focus on investment purchasing which provides a higher return per wear/usereturn per wear/use



Service the fantasy/lifestyle they are looking to buyService the fantasy/lifestyle they are looking to buy Start to pull items and show them how they work together.Start to pull items and show them how they work together. Take time to explain why you are showing them an item Take time to explain why you are showing them an item

and the benefits they will receive by purchasing.and the benefits they will receive by purchasing. Work 2-3 items at a time and adjust accordingly to their Work 2-3 items at a time and adjust accordingly to their

responses. Add or offer other suggestions.responses. Add or offer other suggestions. Keep listening and watching their response during the Keep listening and watching their response during the

process.process. Close the sale by being a solution provider, not a pushy Close the sale by being a solution provider, not a pushy

sales person.sales person.


Close the SaleClose the Sale

Close the sale by being a solution provider, not a pushy Close the sale by being a solution provider, not a pushy sales person.sales person.

Confirm with them the decision to purchase is right.Confirm with them the decision to purchase is right. Remind them of the benefits of what they are purchasing Remind them of the benefits of what they are purchasing

and how it fits their needs.and how it fits their needs. Talk about how it works back to what they have Talk about how it works back to what they have

purchased previously. purchased previously. Give them options for closing, i.e. ringing it up and Give them options for closing, i.e. ringing it up and

putting it in their locker. Do they need it shipped? Put it putting it in their locker. Do they need it shipped? Put it in their car. Pick up after their round.in their car. Pick up after their round.

Note the purchase on the customer cardNote the purchase on the customer card


Service After the SaleService After the Sale

Thank you letterThank you letter Confirm that they are happy with their purchaseConfirm that they are happy with their purchase Take pictures of complimentary merchandise which would Take pictures of complimentary merchandise which would

go with what they have already purchased and e-mail it to go with what they have already purchased and e-mail it to them them

Ask them to meet sales reps to preview productAsk them to meet sales reps to preview product Use them as references to other customers Use them as references to other customers


Selling ResourcesSelling Resources

Zig Ziglar - Zig Ziglar - Secrets of Closing the SaleSecrets of Closing the Sale Ron Willingham - Ron Willingham - The Best SellerThe Best Seller Ron Willingham - Ron Willingham - The CustomerThe Customer T. Scott Gross - T. Scott Gross - Outrageous! Unforgettable Service….Guilt-Outrageous! Unforgettable Service….Guilt-

Free SellingFree Selling Ken Blanchard & Sheldon Bowles - Ken Blanchard & Sheldon Bowles - Raving FansRaving Fans


Increase SalesIncrease Sales Personal Shopping EventsPersonal Shopping Events

Trunk showsTrunk shows Fashion showsFashion shows Personal stylist Personal stylist

Ensure these events are well thought out to be Ensure these events are well thought out to be successfulsuccessful

Meet additional product needs beyond what is carried Meet additional product needs beyond what is carried in the golf shopin the golf shop

Opportunity to make customers feel specialOpportunity to make customers feel special Keep them simple and easy for customers to Keep them simple and easy for customers to

participateparticipate


Increase LoyaltyIncrease Loyalty

Train all employees in the process of servicing salesTrain all employees in the process of servicing sales Be consistent with the experience in the golf shopBe consistent with the experience in the golf shop Show how you meet needs consistently and efficientlyShow how you meet needs consistently and efficiently Create a shopping experience that they are proud of and Create a shopping experience that they are proud of and

want to share with their guestswant to share with their guests


Program FundamentalsProgram Fundamentals

SoftgoodsSoftgoods Body typesBody types Current style and fabrication trendsCurrent style and fabrication trends Additional services, i.e. alterationsAdditional services, i.e. alterations Recommendations for other retailers Recommendations for other retailers

HardgoodsHardgoods Staff expertsStaff experts Access needs and provide solutionAccess needs and provide solution Technology information as applied to customer needsTechnology information as applied to customer needs Pricing and service standardsPricing and service standards


Body TypesBody Types


Additional servicesAdditional services Alterations on site or refer to other businessesAlterations on site or refer to other businesses Dry cleaning servicesDry cleaning services Car washingCar washing Club conciergeClub concierge Value added services Value added services Retail referralsRetail referrals



Current Style and Fabrication TrendsCurrent Style and Fabrication Trends Main stream retailMain stream retail

Where do your customers shopWhere do your customers shop Street wear taste levelStreet wear taste level How do you incorporate into golf shop product How do you incorporate into golf shop product

selectionselection Complimentary products to add value for your Complimentary products to add value for your

customercustomer Keep shop current and relevant to your customerKeep shop current and relevant to your customer Price and quality comparisonsPrice and quality comparisons



Hardgoods Hardgoods Staff expertsStaff experts

Vendor staff programsVendor staff programs Be representative of staff and customer baseBe representative of staff and customer base

Access needs and provide solutionAccess needs and provide solution Lessons, video analysis, demo daysLessons, video analysis, demo days

Technology information as applied to customer needsTechnology information as applied to customer needs Keep current with latest information Keep current with latest information What is relevant to their gameWhat is relevant to their game

Pricing and service standardsPricing and service standards Be prepared for price objections Be prepared for price objections Online retailersOnline retailers Big box competitorsBig box competitors



““People do not buy what you’ve told them. They People do not buy what you’ve told them. They do not buy what you’ve showed them. They buy do not buy what you’ve showed them. They buy what you’ve told them and showed them and what you’ve told them and showed them and what they’ve what they’ve BELIEVEDBELIEVED. Your sincerity, honesty, . Your sincerity, honesty, and integrity are the most important parts of the and integrity are the most important parts of the selling process. Start with Trust. End with Trust.” selling process. Start with Trust. End with Trust.”

Zig ZiglarZig Ziglar

You Are Here To You Are Here To

S.E.R.V.E.S.E.R.V.E.

ResourcesResources Patty ShynePatty Shyne

You’ve Been Shyned!You’ve Been Shyned! 720-331-5926720-331-5926

[email protected]@gmail.com www.pattishyne.comwww.pattishyne.com

Lisa LangasLisa LangasDirector of SalesDirector of SalesSport Haley, Inc.Sport Haley, Inc.Sport Haley, Ben Hogan, Bette & CourtSport Haley, Ben Hogan, Bette & CourtOffice 303-320-8815Office 303-320-8815Cell 303-859-2998Cell [email protected]@sporthaley.com

Association of Golf Merchandisers - AGMAssociation of Golf Merchandisers - AGMDesane Blaney. Executive DirectorDesane Blaney. Executive DirectorPO Box 7247, Phoenix, AZ 85011-7247PO Box 7247, Phoenix, AZ 85011-7247Phone: 602-604-8256 – Fax: 602-604-8251Phone: 602-604-8256 – Fax: 602-604-8251Email: [email protected] - www.agmgolf.orgEmail: [email protected] - www.agmgolf.org

Personal Shopping to Increase Sales: Presented by: Lisa Langas Director of Sales Sport Haley, Inc....

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