69654 EXE MODULE_UNDERSTANDING OUR CUSTOMERS

UNDERSTANDING OUR CUSTOMERS KMFL TRAINING ACADEMY

I’ve learned that people will In this Module forget what you said, people will forget what you did, but 1. Benefits of understanding our people will never forget how Customers you made them feel.” 2. Understanding our Customers 3. Recognise and adapt to your Maya Angelou Customer

g Benefits rd of understanding our Customers When we engage with each customer in a way that makes them feel deeply understood, we have opened the relationship to create a lifetime loyal customer. This is a customer who will look forward to returning to your store and will speak highly of you and your store to all of their friends!

Understanding our Customers While everyone is an individual, experts in human behaviour sciences have identified “types” of people based on our most typical responses and general modus operandi. Different types of people process things differently and prioritise different things. “Types” of people and sets of behaviours are neither “right” nor “wrong”. Rather than putting people into boxes, this serves to foster greater understanding and improves interpersonal communications.

Recognise and adapt to your Customers Your customer could be displaying Visionary, Chatterbox, Cool Calm Collected, or Taskmaster behaviour. • The first step is to recognise personalities based on what we observe. • Next, we can adjust our pace, what we highlight, and the way we explain so that we engage with each customer in a way that makes them feel truly understood.

Can you identify yourself, your colleagues and your customers in the descriptions below? Chatterbox Visionary Identifiers: Identifiers: Talkative and outgoing Fast thinker, talker, mover Sensitive to the opinions of others Decisive and diplomatically direct Loves variety Loves the big picture and challenges Prioritises people Prioritises trailblazing Asks ‘Will this make me look Thinks ahead to ‘Why not?’ and fabulous?’ and ‘What if?’ ‘Who else has or likes this?’ Asks ‘Is this new / beneficial in the long-term?’ If this is YOU: Practice your listening skills If this is YOU: Realise not everyone can operate as If this is your CUSTOMER: fast as you Explain in terms of the human angle and fashion. If this is your CUSTOMER: Offer sincere affirmations. Explain in terms of leading edge and Allow time for animated chit-chat. long-term benefits. Show them your best-selling Highlight trending looks and indus- designer brands. try advancements. Show them new collection arrivals.

Cool Calm Collected Taskmaster Identifiers: Identifiers: Quiet and listening Neat and tidy perfectionist Introverted and thoughtful Confident and focused Loves consistency Loves data and details Prioritises practicality Prioritises quality Asks and thinks ‘How does this Asks ‘What are the facts?’ and work?’ and ‘Is this proven and professional?’ ‘Will this work for me?’ If this is YOU: If this is YOU: Accept excellence versus drive Practice expressive body language perfection If this is your CUSTOMER: If this is your CUSTOMER: Explain in terms of practical value. Explain in terms of quality esp. Be sure to tell them about Italian craftsmanship. Provide warranties, ‘7 Day Peace of Mind’, explanations with well-researched and our ‘Free Home Try-On’. substantiated facts. Make them feel at ease and Showcase your industry expertise. reassured. Give them your absolute undivided Slow down to make them feel attention. unrushed.