Sales Associate

Session 18: CLEANING SHELVES There has been a trend in recent years to clean up store environments – reduce shelf heights, take out dump bins, widen aisles – in order to make the experience more comfortable and conducive to pleasant shopping. But does “clean” actually make customers mean? The world’s leading retailer, Walmart, certainly thinks so. As reported in the New York Times, Walmart went on a major store tidy–up campaign two years ago, improving sight-lines, removing pallets of products in centre aisles, and perhaps most critically, reducing the number of items in store by about 9 percent. “(Customers) loved the experience,” Walmart’s US CEO William S. Simon commented, “They just bought less. And that is generally not a good long-term strategy.” That’s perhaps the retail understatement of the year. So now Walmart is “ruffling the hair” of its stores, messing things up a little and hoping that shoppers take it as a subliminal cue that there are bargains to be had. Observation researcher Paco Underhill told the New York Times that it’s a nod to the past. “Historically, the more a store is packed, the more people think of it as value – just as when you walk into a store and there are fewer things on the floor, you tend to think they’re expensive.” And so market-style merchandising is back. Time magazine calls the approach “strategic clutter”. “Shoppers may say they like less junk on shelves and in the aisles, but they buy more when items pop up, overflow, and catch their attention in every direction.” One Australian retailer has built a $3 billion business around “strategic clutter”. JB Hi-Fi never bought into the “clean store” trend. Their environments are a riot of colour and offers and you can’t walk a metre without bumping into a dump bin. I’ve always found it fascinating that JB Hi-Fi often has a product both on the shelf and in the centre aisle display at exactly the same price. But the sheer fact of having to rifle through an overflowing dump bin makes shoppers feel as if they have “found” a bargain. It’s “treasure-hunt retail” at its very best. Excercise What are the advantages of a clean shelve 51 51 51 Customer Relation and Sales Student Work Book 51 51

Session 19: STACKING It is your job to manage the storage arrangements ofor your co-operative to protect the produce as well as you can. Can you prevent or reduce losses so that storage is worthwhile? Is it enough to have a good building and familiarity with the various problems involved? Can you meet the standards set by your buyers? It depends on what you do, not on what you have or what you know. To organize and supervise everything we have discussed (the many inspections, control measures and safety practices), you certainly must be an effective manager and you must be firm about your own buying standards. Every material handling operation is different. Each part of the construction industry must take care to ensure safety practices are in place at every stage of handling various materials. Every worker and supervisor has a safety role to play in handling and storing materials. Good housekeeping, proper lifting and loading procedures, and proper packaging are all important. Pallets and Safety Use of pallets for loading and handling materials is extensive throughout the construction industry. Be sure the pallets you are using are in good condition. Cross piling and other safe loading techniques are required. Tie and secure any unstable loads and repack them if necessary. Make sure you find out what type and size of pallets will be used on loads you expect to receive. They must be suitable for the type of equipment you use to unload the materials. Planning Each Move Materials should be moved only when necessary. When you plan to move, ship, or receive materials consider all parts of the operation: „ How will it be transported? „ Are the workers experienced enough? „ Do you have enough workers to do the job right? „ Is the vehicle operator skilled enough for the job at hand? „ Are the package or load sizes appropriate? Materials Handling Equipment When you think about how to handle materials or place them in storage properly, think about equipment that can assist you. When ever possible use: „ Trucks „ Forklifts „ Dollies „ Carts „ Wheelbarrows „ Hoists 52 52 52 Customer Relation and Sales Student Work Book 52 52

Save your back and increase job efficiency by using the right tool for the right job. When manual assistance is required at any stage in the job, ensure that there are enough workers to share the work. By improving your handling procedures your safety record will improve. Stacking and Storage Proper stacking and storage is an essential part of materials handling and good housekeeping no matter what kind of worksite you’re at. When storing or stacking materials, check: „ Do stacks restrict access? „ Do they interfere with visibility? „ Are they stable and secured? „ Are they too high - do they pose a danger of toppling over? „ Is there a danger of contact with power lines? „ Will single packages or items in a pile drop from up high if bumped at a lower level? „ Barrels and bags - has removal of any items created instability? „ Is there safe working space for workers, pallet jacks, forklifts, or trucks? „ Is there any fire risk? Keep flammables away from potential ignition sources „ Are labels affixed and visible? In Transport Many accidents and mishaps occur during transport of materials. Check: „ Is the speed limit being observed? „ Is the load balanced and loaded properly? „ Is the vehicle being used for its designed purpose? „ Ha the load been properly secured? „ Proper labels affixed and visible? On arrival, check for any spillage or leakage. Check to see that hazardous materials are properly labeled. A Material Safety Data Sheet (MSDS) should be readily available. Home Storage Using proper and efficient storage techniques at home will reduce chances of back injuries while at the same time easing your “home workload”. As you would at work, use wall brackets, shelving, and other storage systems in order to put materials at the right height. This will reduce bending, stretching, or twisting. When you lift materials, always bend at the knees and transfer more of the weight of the package to your leg muscles. This will reduce the strain on your back. When lifting and storing groceries, you and family members should take care to share the work, move carefully, and take your time. Many injuries and household accidents occur when the task is being hurried. For major jobs around the home, or while doing outside jobs such as building a garage, rent or hire equipment that will ease the workload. Keep children away and make sure the operator has safety in mind. 53 53 53 53 Customer Relation and Sales Student Work Book 53

For lighter jobs, use tools that may help including dollies, wheelbarrows, ropes, or belts. For example, don’t move that filing cabinet down the stairs unless you have helpers and/ or the right equipment. Whatever the task, don’t let your family see you doing it the wrong way. Remember, you know the rules best - so bring your safety attitude home with you from work. What do you understand by stacking? 54 54 54 54 Customer Relation and Sales Student Work Book 54

Session 20: SPACE MANAGEMENT The purpose of space management programs is “to get the right product, at the right time, into the right space”, describes Mike Robin, the senior manager for merchandising in the South Pacific at A.C.Nielsen. “There is a scientific side and an art side to merchandising”, he continues. “We can take care of the science as we provide the software tools to improve performance.” Shelf space is too precious to leave to intuition. As the cost of space increases, space management programs allow retailers and suppliers to analyze product performance based on solid facts. Understanding the importance of department and category is critical to meeting your customers’ needs. In an industry operating on small margins and high turnover, even a minor change at the shelf can have major effects – showing up as either extra profit or loss. Good space management programs can lead to increased market share, consumer satisfaction and loyalty. PLANNING Although visual merchandising and shelf displays are important, the focus is moving beyond individual shelves to the total store – and to cross-store comparisons. Wherever they operate, global retailers and manufacturers want to be able to balance the difference between in- store space and assortment performances in a standardized way. They want this to be executed quickly, efficiently and accurately. Macro store planning needs to work alongside micro shelf planning. Effective retailers and suppliers understand a solid category management framework enables them to be more effective and successful in their strategies. Detailed and accurate information is, therefore, the backbone of all space management applications. Retailers and manufacturers agree that a tool to help organize shelves is one of the retail industry’s most important developments. Imagine your new store opens in eight weeks. Pressure is mounting and the debate between department managers over space and layout of their categories is in full swing. As the floor planner, you are in the middle – bouncing from meeting to meeting armed with your printed floor plan, a rainbow of highlighters and, of course, an eraser. Space is no longer a commodity, it is the battleground where key choices are made. The outcome could mean success or failure. A computerized store planner could help to make simple the process of building, designing and evaluating profitable and effective layouts. How to view products A good way of viewing products and determining their space allocation is to consider them under 4 broad categories. They are: 55 55 55 Customer Relation and Sales Student Work Book 55 55

Profit builders: These are product categories with high profit margins but low sales. The space needs to be adjusted so that you focus on quality space rather than quantity space – so putting these products in a secondary hot spot might just pay of. Star performers: These are product categories where sales and profit margins exceed targets. You therefore need to give them a large amount of good quality space – primary hot spots. You should consider increasing the number of products within these categories. Space wasters: We all have these I’m sure! They will generally be product categories that have low sales and low profit margins! Do you need them? If you think you do then they should not be displayed in primary and secondary locations. Consider putting them at the top or bottom of shelves, but make sure that they are well signposted. Traffic builders: These are product categories that have good level of sales but profit margins are small. These products need to be displayed close to impulse lines but also work on improving their margins – maybe negotiating better deals or charging a higher price. Why is all this important? Very simply because as a retailer you need to ensure that sales volume and gross profitability is measured in relation to the amount of space used to generate those sales. The following measures of productivity should be regularly recorded: - · Sales per square metre · Profit (gross and net) per square metre In measuring the profitability you can then make judgements as to how better to use the space. Manage your space well and you will optimise your asset – making it work harder for you. Session 21: FIELD VISIT 56 56 56 Customer Relation and Sales Student Work Book 56 56

Session 22 - 23: DAILY COUNT AND INDENTS The count we’re concerned with here is your initial count. Maybe you’re counting your stock levels for the first time, or perhaps you don’t trust your current numbers and want to start ‘clean’. Whatever the reason, if you’re going to get a complete count of your stock, this document will provide help and insight. If you already have a trusted picture of your current inventory levels and don’t feel the need to visit this subject, than you can certainly skip this section. Key Decisions to Make Before Conducting your Count „ Why are you counting your inventory? „ What are you going to count? „ Where are you going to count? „ When are you going to count? „ Who is going to be doing the counting? Exercise 1. Stock has to be counted on a. Daily b. Weekly c. Monthly d. Never 2.What decisions have to be done before the count Purpose of counting stock 1. Asset Tracking and Valuation: Most businesses have a large part of their capital tied up in assets. These assets may be things like buildings, automobiles, machinery, furniture, fixtures, equipment, computers, etc… Often businesses need to know the value of these assets along with other information as to where they are, when they were purchased, for how much, etc.. Your accountant may need this information, banks, insurance companies, partners, people in operations, and management. You can’t get the best use of your assets if you only have a vague idea of what they are, where they are, and what they cost. This is as good a time as any to count your longer term assets. 57 57 57 57 Customer Relation and Sales Student Work Book 57

2.Managing Stock Levels: Can you save money while still delivering your products on time? Are you chronically over ordering certain items? Do you need to free up space for other products? If these business decisions are important to you, then you will need to have a count of the items that may be involved. 3.Anticipating Demand: If you are in a business or enterprise that experience demand changes based on the seasons, time of year, holidays, days of the week, etc… Then you will want to have an accurate count of those items that are most affected by these factors. You’ll want to know how much of an item you used last time, and how much was left over so you can decide how much to buy this time. 4.Shrinkage, Theft, & Loss control: If people know that no one’s keeping track of things, they will tend toward carelessness at best, and outright theft at worst. When an organization demonstrates through actions that an accounting of its goods and equipment is a regular part of their operations, people will know that someone’s paying attention, and they had better do so as well. 5.Insurance: If disaster strikes how quickly will you be able to account for all of your stock and equipment? And if you keep track of these things, where are those records kept? On site? When considering why your counting your stuff, ask yourself what you’d want to know if everything was gone tomorrow. What would your insurance company want to know? 6.Accounting: Do you need to provide your accountant with a value of your current inventory at the end of every fiscal year? Will you need to at some point in the future? A solid record of your inventory can make an annual chore that people dread into a task that can be completed in seconds. And if something’s easy to do, chances are, it will get done. 7.Location Decisions: Will you want to know where the most frequently accessed items are located? Will you want to know the locations of your most valuable stock? Lots of small businesses set up their storage locations by feel, or sometimes by habit. Once you get in the practice of tracking your inventory, you’ll be able to make better decisions on the best locations for your stock. Session 24: FIELD VISIT Session 25: Assessment - II 58 58 58 Customer Relation and Sales Student Work Book 58 58

Session 26: SALES PROMOTION IN RETAIL Sales promotion strategies are powerful tools to give marketing campaigns an extra edge in attracting new customers. Sales promotions rely on consumers’ price sensitivity to encourage them to try new products, retry products they may not have tried in awhile or purchase a greater volume of products they already buy. Retailers can put numerous components of sales promotion strategies into play, since promotions are often aimed directly at end consumers, which are the retailers’ target customers. Storewide Markdowns A storewide price markdown is a blunt instrument in the sales promotion toolkit, but it can be effective in attracting new customers to a retail store. Storewide markdowns reduce prices on a wide range of products in a store for all customers. A storewide promotion can be more effective when supported by a large advertising campaign to inform consumers in the area about the potential sale. Although this promotional strategy reduces the per unit income for retail stores, the increased sales volume can boost total revenue and inventory turnaround. Loyalty Programs In addition to balancing per unit income reduction against increased volume, sales promotions other than storewide markdowns balance the value of promotional offers against expected redemption rates. Loyalty programs can be a cost-effective sales promotion tool. Store membership loyalty programs can work much the same way as storewide markdowns, with the exception being that not every customer receives a discount. Members bring in lower per unit revenue while increasing sales volume. Non-members balance out the equation by paying full retail price and not necessarily boosting sales volume. Exercise List out loyalty boosting schemes 59 59 59 Customer Relation and Sales Student Work Book 59 59

Coupons Coupons can be even more cost efficient than loyalty programs, but coupons can have less effect on sales volume. With coupon programs, a majority of customers will pay full price for products, while only a select few who clip coupons will receive price discounts. Coupons can be effective as a supplement to other promotional strategies, allowing retailers to gain business from a select group of value-conscious consumers. The problem with coupon-clippers, however, is that retailers can find it challenging to build loyalty in this group, who are likely to defect as soon as the coupon promotion ends. Mail-In Rebates Mail-in rebates provide unique financial advantages to retailers. With a mail-in rebate, retailers collect full retail price for products sold, then reimburse customers at a later date. This can keep revenue figures up, while eating into profitability due to rebate redemption expenses. The more valuable a mail-in rebate is, the more likely consumers are to redeem it. The opposite holds true as well, creating distinct opportunities for retailers. Retailers who offer small rebates can take advantage of increased demand on the spot, while minimizing the price they have to pay for the additional sales volume. A $10 rebate on a lawn chair, for example, may be enough to convince a shopper to buy a chair but not enough to motivate the customer to go through the redemption process. Exercise List out the different sales promotion tools used by a retailer 60 60 60 60 Customer Relation and Sales Student Work Book 60

Session 27: LOGISTICS IN RETAIL Logistics is the management of the flow of goods between the point of origin and the point of consumption in order to meet some requirements, of customers or corporations. The resources managed in logistics can include physical items, such as food, materials, animals, equipment and liquids, as well as abstract items, such as time, information, particles, and energy. The logistics of physical items usually involves the integration of information flow, material handling, production, packaging, inventory, transportation, warehousing, and often security. The complexity of logistics can be modeled, analyzed, visualized, and optimized by dedicated simulation software. The minimization of the use of resources is a common motivation in logistics for import and export. In order to get the goods to where the customers are, they have to be moved. All the activities concerned with the efficient movement of products from the producer to the ultimate user is called physical distribution. The five most important of these activities are (1) inventory management, (2) order processing, (3) warehousing, (4) materials handling, and (5) transportation. Order processing activities involve receiving and filling customers’ purchase orders. Fast, efficient order processing can provide a real competitive edge. Warehousing is the set of activities involved in receiving and storing goods and preparing them for shipment. Warehousing includes receiving, identifying, sorting, dispatching, holding, recalling, picking, and assembling goods. A firm may own its own private warehouse, or use a public warehouse. Materials handling is the actual physical handling of goods, in warehouses as well as during transportation. Proper handling techniques can increase the usable capacity of a warehouse and reduce breakage and spoilage. Transportation is the shipment of products to customers. The greater the distance between the seller and the buyer, the more important the choice of carrier. A carrier is a firm that offers transportation services. The services of a common carrier are available to all shippers. A contract carrier is available for hire to one or more shippers, though the number at any one time is limited by law. A private carrier is owned and operated by the shipper. Shippers may also hire freight forwarders to pick up shipments, ensure that the goods are loaded, and assume responsibility for safe delivery. Parcel post, offered by the US Post Office, is widely used by mail-order houses. Depending on the nature and needs of various products, the five common modes of transportation are railroads, trucks, planes, waterways, and pipelines. Choices are made using certain criteria, namely cost, speed, dependability, load flexibility, accessibility, and frequency. 61 61 61 Customer Relation and Sales Student Work Book 61 61

Session 28 - 29: BRANDING Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” Brands are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot branding iron. A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company. In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation’s balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company’s balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. The word “brand” is often used as a metonym referring to the company that is strongly identified with a brand. Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. The objectives that a good brand will achieve include: 1. Delivers the message clearly 2. Confirms your credibility 3. Connects your target prospects emotionally 4. Motivates the buyer 5. Concretes User Loyalty To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. 62 62 62 Customer Relation and Sales Student Work Book 62 62

A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without. Exercise 1. What are the different brands that you know? 2. Write about a brand that you know? 63 63 63 63 Customer Relation and Sales Student Work Book 63

Session 30: RECEIVING STOCKS The individual tasks of freight processing vary from one retailer to another. The size of the delivery, the type of products, location for receiving and method of tagging each play a vital part in merchandise handling. However, the overall concept of receiving merchandise is very similar across most retail stores. Preparing for Merchandise Receipt Whether an order is placed weekly with a home office distribution center, seasonally at buying events or randomly with individual vendors, the store manager or owner will most likely be informed of the intended shipping date and can prepare for receipt of the merchandise. Stockrooms and storage areas should always be clean and well organized to allow for easy access to merchandise. A few days before the scheduled receiving date, spend time rotating overstock and moving back stock to the sales floor. Create bulk displays and add additional shelving, if necessary, to reduce the amount of freight in the back room. Remember, it cannot sell if the customer cannot see it. Retail chain stores often schedule weekly deliveries of ordered inventory to arrive at each store on a predetermined day of the week. Knowing when the merchandise will arrive can aid in scheduling extra staff. Some retail stores hire personnel specifically for merchandise handling and stocking, others distribute this work among sales staff. Be sure to have adequate coverage on the sales floor, as well as receiving. Shoplifters may be waiting for your weekly truck to arrive because they know the employees are busy checking in freight and not watching the store. When the products arrive, they may be in plastic containers, cardboard cartons, wooden crates or other packaging. Some merchandise may be on hangers, other items may be on pallets. Keep in mind that a receiving area is designed to receive, not warehouse merchandise. Each step of processing freight should be done quickly and efficiently. Begin receiving orders by: „ Confirming the number of cartons match the quantity on the bill of lading „ Examining the containers for signs of damage, including leaks, tears or broken seals „ Verify the weight, if necessary, matches the amount charged Any discrepancies should be noted on the freight bill before signing. The retailer is responsible for the entire shipment, as-is, once the receipt for goods is signed. Large shipments should be sorted as the cartons are unloaded. Having like merchandise grouped together will make the remaining processes of receiving merchandise much easier. 64 64 64 Customer Relation and Sales Student Work Book 64 64

Checking In Freight Once the shipment has been accepted, the next step of processing freight is checking in the merchandise. Some vendors may mail an invoice separately from the shipment. A packing list is often included with the goods. The two documents may look similar but wholesale product prices and shipping costs are generally excluded from packing lists. Many retailers opt to continue the checking in process only after the invoice has arrived. Start the process of checking freight by comparing the vendors invoice against the store’s purchase order to insure: „ Prices and additional terms of sale are as agreed upon „ Quantities received by the retailer match purchase order „ Product styles, colors, sizes received are identical to purchase order „ Merchandise quality equals, or exceeds, the buyer’s expectations Problems and discrepancies should be documented and reported to the proper party responsible. Cartons missing or damaged in transit become the responsibility of the freight carrier or transport company. Vendors and manufacturers should be notified if the order is of poor quality, incorrect quantities, missing or wrong merchandise. Be sure to obtain a resolution to any problems before continuing to the next process of receiving freight. Pricing Merchandise A crucial step of merchandise handling is pricing merchandise. The method will vary with each retailer. Some small shops may still place price labels directly on the product. Others use shelf labels as a means of communicating prices. Many retailers use bar codes and electronic point of sale to maintain inventory pricing. Which ever pricing method is used, it is very important to make sure merchandise is priced before it leaves the receiving area. It can be extremely frustrating to a customer wanting to purchase an item that cannot be scanned or does not include any indication of a price. If tagging merchandise with price labels, hang tags or any other custom sticker consider the following guidelines: „ Do not cover any important information on the product packaging. „ Most tags and labels should be placed on the upper right area of the product. „ Color-code labels for special events or markdowns. Stocking Merchandise As soon as the inventory has been received, checked-in and priced, it should immediately make its way to the appropriate location within the store. Chain stores and larger retail environments may use planograms or allocated shelf space for the new arrivals. Smaller stores may have specified departments or zones. 65 65 65 65 Customer Relation and Sales Student Work Book 65

Regardless of size, each retail store should have some designated selling space to each particular product line or category of merchandise. New merchandise may have an initial distribution dilemma. Buyers, merchandisers and/or store managers can coordinate to determine the best location for new arrivals. Not all freight will be available for display immediately after arrival. Some merchandise may be held temporarily if it is considered seasonal or for a planned promotion. Don’t forget about these products. When the correct time arrives, move the merchandise to the sales floor as soon as possible. Other Freight Processing Tips A few additional pointers for processing freight and receiving merchandise are: „ Plan each process well to reduce the amount of physical contact with the products. „ Keep aisles and emergency exits free of stock. „ Work high-priority and fast selling items first. „ Price labels and tagging supplies should not be left in areas accessible to customers. „ Avoid injury by working safely and efficiently to prevent accidents. The final stage of the freight process should be an attractive and well-planned display of exciting, new merchandise presented to the customer. Keep in mind, this last stop for the merchandise is the first thing the customer sees. Exercise 1. Retail chain stores often schedule deliveries a. Weekly b. Daily c. Monthly d. Any time 2. Cartons missing or damaged in transit become the responsibility of the freight carrier or transport company. Yes / No 66 66 66 66 Customer Relation and Sales Student Work Book 66

Session 31: PACKAGING Shelf-ready packaging (SRP) refers to the preparation of a product so that it is delivered to a retailer in a ready-to-sell merchandised unit. Products which come in SRP can be easily placed on the shelf without the need for unpacking or repacking. SRP covers all types of packaging designed for the retail outlet. It is not limited to packaging which goes on the shelf; it also includes sales support mechanisms in all major distribution channels. SRP is synonymous with RRP Retail-ready packaging, or PAV (prêt-à-vendre). Wal-Mart refers to them as PDQ (“Pretty Darn Quick”). Functional Requirements: The purpose of secondary packaging is to collate and protect the product. In order to call a secondary packaging SRP, additional packaging solutions need to be provided to assure functionality. Experience has shown that on the one hand it is generally easy to define what is not SRP. On the other hand, to define precisely just what SRP is becomes more complicated. The following requirements are applicable in retail: 1. Easy identification 2. Easy open 3. Easy dispose 4. Easy shelf 5. Easy shop To move products successfully through the supply chain, it is important for a technical solution to both collate and protect the product, as stated above. The different requirements have variable effects throughout the supply chain. The attributes “easy identification”, “easy open”, “easy dispose”, and “easy shelf” have a direct effect on the store staff. Easy identification The requirement “easy identification” supports the store staff in terms of the selection of the right products. All attributes that help in the identification of a product reduce placement error in the stock and in the store and allow a faster filling of the shelves. For this reason, the products on the pallet are arranged and aligned so that different product versions and brands can be seen. In addition, a product must be clearly identified by printing on the SRP. Product, content, versions and expiration date must also be clearly visible on the SRP. The product code should be printed in the form of a barcode, printed to provide easy handling. 67 67 67 Customer Relation and Sales Student Work Book 67 67

Easy open All SRP solutions should be easy to open, in order to secure easier and quicker replenishment. Consumers can be negatively affected by overcrowded aisles as well as by out-of-stock situations. To avoid slow and inefficient replenishment, a well designed SRP needs to fulfil the requirement “easy open”. Another important factor concerning “easy open” is that a SRP solution should be easy to open in the store (without any tools, such as knives), but it should be robust so that it can be transported without damage through the whole supply chain. Additional pictograms with a minimum of text facilitate the handling of SRP and make clear how the SRP is to be handled correctly. It is important that after opening the SRP, the quality, integrity and appearance of the products are not affected. Furthermore, sharp edges that could pose risks to employees and customers should be avoided. The time required for opening a SRP should contribute to simple and efficient replenishment. Easy dispose In addition, a SRP should be easy to dispose. If the disposal of packaging materials is unwieldy and time-consuming, the benefit generated by SRP are negated by the disadvantages of elaborate disposal. Therefore, SRP should be disposable with little interaction, without assistance, space-saving, and foldable. In order to prevent injury to employees, the tearing of packaging should be avoided. The material used for SRP should be kept as minimal as possible both to save disposal time and to save the environment. When using re-usable SRP, clear instruction for its return or recycling are necessary. Easy shelf Closely related to the functional requirement “easy open” is the requirement of “easy shelf”. Both requirements are intended to facilitate the replenishment of the shelves. To ensure proper replenishment, the SRP needs to be stable and should not lose its original shape. Integrated handles in the SRP can facilitate the placing of goods for the employees in the store. If possible, two SRP should be placed on one shelf to avoid out-of-stock-situations. Furthermore, SRP should be stackable so that the space available on one shelf can be used efficiently. Easy shop So that customer can locate their desired product inside the SRP and easily remove it from the SRP, the requirement “easy shop” needs to be fulfilled. Considering this functional requirement, physical and visual attributes need to be taken into account. The front panel of a SRP should reflect the products included in the SRP. Accordingly, the SRP often includes the brand or manufacturer’s logo to ensure rapid recognition and visibility. This makes it easier for the customer to select the desired product, possibly among several variants. SRP should also provide any relevant information from the primary packaging. SRP should improve product identification and thus make a positive contribution to the shopping experience. As a result, SRP should be designed brightly to attract the attention of customers. 68 68 68 68 Customer Relation and Sales Student Work Book 68

Individual product variant can be especially enhanced via color printing; plain SRP may reduce the shopping experience. Moreover a customer needs to be able to take the desired product out of the SRP easily and place it back if unwanted. Therefore, products should not be arranged too close in a SRP and should not stick on the tray. After removal of products, the SRP must nevertheless remain stable and still visually appealing for the customer when in a half-empty state. Depending on the product, type and complexity of the existing SRP, the relative importance of the functional requirements stated above may be different. Often, not all functional requirements can be realized equally by a SRP. Exercise 1. SRP means _________________ 2. SRP should be a. Easy to use b. Easy to dispose c. All the above d. None of the above 69 69 69 69 Customer Relation and Sales Student Work Book 69

Session 32: LABELING Labelling or labeling is describing someone or something in a word or short phrase. For example, describing someone who has broken a law as a criminal. Labelling theory is a theory in sociology which ascribes labelling of people to control and identification of deviant behavior. It has been argued that labelling is necessary for communication. However, the use of the term labelling is often intended to highlight the fact that the label is a description applied from the outside, rather than something intrinsic to the labelled thing. This can be done for several reasons: „ To provoke a discussion about what the best description is „ To reject a particular label „ To reject the whole idea that the labelled thing can be described in a short phrase. Giving something a label can be seen as positive, but the term label is not usually used in this case. For example, giving a name to a common identity is seen as essential in identity politics. Labelling is often equivalent to pigeonholing or the use of stereotypes and can suffer from the same problems as these activities. The labelling of people can be related to a reference group. For example, the labels black and white are related to black people and white people; the labels young and old are related to young people and old people. The labelling of works of art can be related to genre. For example a piece of music may be described as progressive rock or indie or ragga jungle drum and bass. However, there are other labels that can be applied to a work, such as derivative, low or high. The use of the word labelling is less common in the context of works of art than people. However, it also often represents the rejection of a label. For example, an artist may feel that the labeller is attempting to restrict the scope of the artist’s work to that which is covered by the label. 70 70 70 Customer Relation and Sales Student Work Book 70 70

Session 33 - 34: PERSONAL SELLING Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Salespeople match the benefits of their offering to the specific needs of a client. Today, personal selling involves the development of longstanding client relationships. A Five Stage Personal Selling Process. Stage One – Prospecting. Prospecting is all about finding prospects, or potential new customers. Prospects should be ‘qualified,’ which means that they need to be assessed to see if there is business potential, otherwise you could be wasting your time. In order to qualify your prospects, one needs to: „ Plan a sales approach focused upon the needs of the customer. „ Determine which products or services best meet their needs. „ In order to save time, rank the prospects and leave out those that are least likely to buy. Stage Two – Making First Contact. This is the preparation that a salesperson goes through before they meet with the client, for example via e-mail, telephone or letter. Preparation will make a call more focused. „ Make sure that you are on time. „ Before meeting with the client, set some objectives for the sales call. What is the purpose of the call? What outcome is desirable before you leave? „ Make sure that you’ve done some homework before meeting your prospect. This will show that you are committed in the eyes of your customer. „ To save time, send some information before you visit. This will wet the prospect’s appetite. „ Keep a set of samples at hand, and make sure that they are in very good condition. „ Within the first minute or two, state the purpose of your call so that time with the client is maximised, and also to demonstrate to the client that your are not wasting his or her time. „ Humour is fine, but try to be sincere and friendly. Stage Three – The Sales Call (or Sales Presentation). It is best to be enthusiastic about your product or service. If you are not excited about it, don’t expect your prospect to be excited. Focus on the real benefits of the product or service to the specific needs of your client, rather than listing endless lists of features. 71 71 71 Customer Relation and Sales Student Work Book 71 71

Try to be relaxed during the call, and put your client at ease. Let the client do at least 80% of the talking. This will give you invaluable information on your client’s needs. Remember to ask plenty of questions. Use open questions, e.g. TED’s, and closed questions i.e. questions that will only give the answer ‘yes’ or the answer ‘no.’ This way you can dictate the direction of the conversation. Never be too afraid to ask for the business straight off. Stage Four – Objection Handling. Objection handling is the way in which salespeople tackle obstacles put in their way by clients. Some objections may prove too difficult to handle, and sometimes the client may just take a dislike to you (aka the hidden objection). Here are some approaches for overcoming objections: „ Firstly, try to anticipate them before they arise. „ ‘Yes but’ technique allows you to accept the objection and then to divert it. For example, a client may say that they do not like a particular colour, to which the salesperson counters ‘Yes but X is also available in many other colours.’ „ Ask ‘why’ the client feels the way that they do. „ ‘Restate’ the objection, and put it back into the client’s lap. For example, the client may say, ‘I don’t like the taste of X,’ to which the salesperson responds, ‘You don’t like the taste of X,’ generating the response ‘since I do not like garlic’ from the client. The salesperson could suggest that X is no longer made with garlic to meet the client’s needs. „ The sales person could also tactfully and respectfully contradict the client. Stage Five – Closing the Sale. This is a very important stage. Often salespeople will leave without ever successfully closing a deal. Therefore it is vital to learn the skills of closing. „ Just ask for the business! – ‘Please may I take an order?’ This really works well. „ Look for buying signals (i.e. body language or comments made by the client that they want to place an order). For example, asking about availability, asking for details such as discounts, or asking for you to go over something again to clarify. „ Just stop talking, and let the client say ‘yes.’ Again, this really works. „ The ‘summary close’ allows the salesperson to summarise everything that the client needs, based upon the discussions during the call. For example, ‘You need product X in blue, by Friday, packaged accordingly, and delivered to your wife’s office.’ Then ask for the order. „ The ‘alternative close’ does not give the client the opportunity to say no, but forces them towards a yes. For example ‘Do you want product X in blue or red?’ Cheeky, but effective. 72 72 72 72 Customer Relation and Sales Student Work Book 72

In comparison to other marketing communications tools such as advertising, personal selling tends to: „ Use fewer resources, pricing is often negotiated. „ Products tend to be fairly complex (e.g. financial services or new cars). „ There is some contact between buyer and seller after the sale so that an ongoing relationship is built. „ Client/prospects need specific information. „ The purchase tends to involve large sums of money. Exercise List out the 5 steps in personal selling Session 35: ASSESSMENT - 3 Session 36: SALESMANSHIP Introduction: Salesmanship or Personal Selling is the oldest and most common form of promotion. It involves direct selling by the manufacturer to the prospective buyer. It is a face to face and oral communication with the potential customer for the purpose of persuading the buyer to buy a particular product or service. It is an important method of understanding the needs, nature and behavior of the prospective customers and giving them full information about the product in question. The information so obtained helps the entrepreneur to manufacture the product according to the demand of customers. Being personal in nature, it is an indispensable technique of promotion. A firm undertakes personal selling with the following objectives:- „ To introduce new product or service with personal touch. „ To create demand for the products such that it precedes supply. „ To clarify the doubts of customers personally. „ To create effective selling at least cost and secure repeated sales. „ To provide valuable feedback to the managers. Write about direct salesmen 73 73 73 Customer Relation and Sales Student Work Book 73 73

To be effective, a salesman should have the knowledge of the following types:- Knowledge of self: - He should be able to make the best use of his personality by continuously assessing himself and analyzing his qualities in the light of the requirements of his job. This will help him to improve upon his strengths and overcome his weaknesses through training and experience. Knowledge of firm: - He should be fully conversant with the history of the firm. He should have a thorough knowledge of the objectives, policies, standing and organizational structure of his firm. Such knowledge will help him to utilize the strong points of the firm in personal selling. Knowledge of product: - He should be able to convince customers about the features and utility of the product by removing their doubts and objections. Thus, he should have full knowledge about the nature of the product, manufacturing details, terms and conditions of sale, distribution channels used and promotional activities. Knowledge of competitors: - In order to prove the superiority of his product, he must have full knowledge about the competitive products, their positive and negative features. Knowledge of competitors’ sales policies, their brands and prices, etc, is also helpful. Knowledge of customers: - In order to be successful, he must use the right appeal and approach. He should be able to understand the prospects correctly and quickly and to motivate and win them permanently. He should, therefore, have complete knowledge of the nature and type of customers (their age, location, sex, income, education, etc.) and their buying motives (low price, convenience, prestige, fashion, etc). Knowledge of selling techniques: - Above all, he should be well-versed in the principles and techniques of salesmanship. He should pay undivided attention to the customer, be courteous and sympathetic towards customers, never loose patience, consider customer as the king, aim to build permanent customers and goodwill, serve the customer in the best possible manner, etc. Personal selling has the advantage of being more flexible in operation in contrast to mass or impersonal selling through advertising. Salesmen can tailor their sales presentation to fit the needs, motives and behavior of individual customers. They can observe the customer’s reaction to a particular sales approach and then make necessary adjustment on the spot. The seller can select the target market for its product and concentrate only on the prospective customers. Personal selling is more effective as compared to other tools of promotion because it leads to actual sales. Salesmen may be classified into the following categories on the basis of their employers:- 74 74 74 74 Customer Relation and Sales Student Work Book 74

Manufacturer’s salesmen:- are employed to sell products either directly to consumers or to the wholesalers or retailers. They have specialized knowledge about the products of their employers. They may be either creative salesman or dealer-servicing salesman. The former are engaged in creating outlets for a new product and contact the dealers to persuade them to handle the product. While the latter, provide services to the dealers of their employer’s products. Specialty salesmen:- deal in high value goods like computers, automobiles, machines, television sets, etc. They meet the potential customers and explain the usefulness of their product. They also help in the installation of the product at the customer’s place. Wholesaler’s salesmen:- generally calls on the retailer’s and book orders. They provide information about the availability of the product to the retailers and help them in getting the supplies. Retailer’s salesmen:- deal directly with the consumers. They may be either counter salesmen or outdoor salesmen. The former attends the customers who call at the store. While the latter, visits the prospective customers by carrying samples of goods to persuade them to buy goods from them. Success of personal selling depends upon the skills of the salesman, the framework in which he works, as well as his knowledge and experience. An effective salesman should be completely aware of the product and should be able to convince the prospective buyer. He should also know well about the company/firm he is representing and be able to answer all the queries of the customer’s. What does a salesmen do? 75 75 75 75 Customer Relation and Sales Student Work Book 75

Session 37: QUALITIES OF A GOOD SALESMAN So why is it so difficult for sales managers to recruit and retain highly productive, professional salespeople if sales is such an attractive proposition? Whenever sales managers get together at company meetings, improving sales force effectiveness and high turnover rates amongst the sales force are invariably the topics for discussion. While examining their sales forces and reading articles in Sales and Marketing Management magazine, they seem to ‘accept’ that 80% of all sales are made by only 20% of the sales force. The high turnover amongst less productive salespeople is accepted as a necessary burden for managing the sales force. This is not so. Research has shown that 55 per cent of people engaged in selling are in the wrong profession. Another 20-25% have the essential attributes to sell, but they should be selling something other than what they are currently selling. This last group have the potential to be highly successful in some cases, but they are only marginal performers in their present sales positions.* So, what does it take to be a successful salesperson? Some experts believe that a person’s attitudes, personality, and work methods (together classified as their “approach to work”) are virtually the entire basis for professional success. Common sense dictates that a person’s approach to work plays an important role in their performance on the job. By the very nature of the work itself, successful salespeople possess a unique set of personality attributes that enable them to succeed. Mediocre sales performance cannot be disguised as a salesperson’s success or failure is revealed immediately by the bottom line results. It takes a special kind of individual to succeed in sales. There are five key qualities that are essential for success: 1. Empathy 2. Focus 3. Responsibility 4. Optimism 5. Ego-drive Empathy: Empathy is the ability to identify with customers, to feel what they are feeling and make customers feel respected. Empathy is NOT sympathy, which involves a feeling of loyalty with another individual. It is more than understanding their concerns from an objec- tive standpoint. A salesperson showing empathy can gain trust and establish rapport with customers by being on their side and not appearing judgmental. Empathy allows the sales- person to read the customers, show concern, and clearly demonstrate his or her interest in providing a proper solution. 76 76 76 76 Customer Relation and Sales Student Work Book 76

What to look for in good performers: „ Ability to identify and react accurately to the behaviour and emotions of customers „Identify other people’s feelings/frustrations objectively without necessarily agreeing with them „ Ability to establish rapport easily and put people “at ease” in their presence „ Good listening skills „ Curiosity—the candidate asks questions that require more than a yes or no answer Poor performers: „ Experience difficulty in establishing rapport with a wide variety of people „ Experience difficulty in adapting their personality style to others with different or non- complimentary styles „ Have difficulty recognizing and responding to subtle verbal, non-verbal and behavioural cues Focus: A person with focus is internally driven to accomplish goals and can stay attentive to one topic. Focused individuals are more demanding of themselves than other people and they are self-motivated. They are able to organize themselves and recognize what needs to be done in order to achieve their goals. In a salesperson, focus produces best results when it is balanced with empathy. You then see a person who listens and identifies with the customer while keeping focused on set goals, and who is able to translate these goals into solutions for the customer. What to look for in good performers: „ Are goal-orientated and have the ability to articulate their goals clearly and assign timelines „ Do not depend upon the sales manager for direction or guidance „ Possess the self-discipline and conscientiousness to service customers and develop the business from that customer on successive sales calls „ Clear, direct answers to interview questions Poor performers: „ Need to have performance objectives/standards defined for them and need occasional reminders of what those objectives are „ Need structure and external assistance from a manager to keep them from being distracted and “on track” with their objectives „ Are anxious about things being performed according to the rules or established procedures „ Tend to get distracted and involved in behaviours and relationships that do little towards meeting long-term objectives 77 77 77 77 Customer Relation and Sales Student Work Book 77

What qualities of a good salesmen do you lack in you Responsibility A person with a strong sense of responsibility does not place blame on other people when placed in a difficult situation. This type of person, referred to as an “agent”, gets things done and when obstacles arise, accepts any errors or omissions that have occurred. He or she does not get defensive nor do they try to blame the situation on circumstances or on other people by making statements such as, “It’s not my fault boss that consumer confidence has declined due to terrorism and the war in Afganistan.” Sales managers should strive to hire agent-type representatives. What to look for in good performers: „ Possess an appropriate sense of urgency, as exemplified in the need to see the sale progress and to bring situations to a resolution „ Anticipate consequences and evaluate alternatives before acting „ Tend to not have excuses for a situation and take action when situations require action „ Maintain a positive outlook towards situations and people—tends to admire, and not to criticize a lot „ Can accept valid criticisms and suggestions for performance improvement Poor performers: „ Tend to blame people, circumstances and other external factors for why something did not succeed or why something was not completed „ Are comfortable with the status quo and perform only what is required of them „ Fail to go above and beyond what is required to meet customer expectations 78 78 78 78 Customer Relation and Sales Student Work Book 78

Optimism: A salesperson with a healthy amount of optimism can be described as someone who is slow to learn helplessness. This person has persistence—a trait that is critical in the sales world because of the frequency of rejections salespeople experience. In the face of failure, some people throw their hands up in the air and resign themselves to the disappointment because they feel helpless to change the situation. Others, however, see themselves as being more resilient and that a customer’s refusal is NOT a rejection of themselves personally, but of the opportunity being offered. Salespeople who possess a large amount of optimism like themselves and when they encounter failure, although disappointed, it does not destroy their positive view of themselves. They consider themselves still in the running and able to turn the situation around. They believe that they can make things better by using a different approach, or by trying again. What to look for in good performers: „ Initiative and the ability to focus on opportunities and solutions „ Focus on what can be done as opposed to what cannot be accomplished „ Refusal to allow rejection on one sales call to affect their ability to perform on the next „ Persistence in forcing an important issue even in the face of possible rejection Poor performers: „ Experience “paralysis” when faced with setbacks, problems or obstacles „ May suffer from inconsistent performance, or have a sales track record filled with peaks and valleys Ego-drive: Ego-drive is similar to optimism in that both traits require persistence. But ego- drive is persistence for the purpose of succeeding and above all winning. It’s all about competitiveness. When a person hangs in there with fists clenched and a teeth gritting appetite to succeed at his or her goal, you see a powerful ego-drive. This person is self- motivated and a self-starter with clear ideas of what he or she wants to achieve. What to look for in good performers: „ Enjoy competitiveness and constantly look for ways to measure themselves against their peers „ Enjoy sales as a profession for it provides personal gratification and ego enhancement „ Determined to win and willing to take risks Poor performers: „ Rely on manipulation instead of trust and rapport for results „ Possess a “win-at-all costs” attitude often at other people’s expense „ Find minimal personal gratification in making a sale 79 79 79 79 Customer Relation and Sales Student Work Book 79

Session 38 – 39: SALES PROCESS The 7 Steps of the Sales Process 1. Product Knowledge This step is fairly straight forward, but it is also the great undoing of many a technical expert turned sales person. When one is extremely well versed in a particular product especially a technical one, it is easy to get caught up in a monologue of all the great features it provides. The technical expert turned sales person is so eager to explain how the product works or why it’s unique that the benefits to the customer are left out of the discussion. Never assume that a prospect will easily link a feature to a benefit. That relationship must be stated clearly (something done in the presentation step 4, after the needs assessment step 5). The acquiring of product knowledge for a “technician” therefore, is less about the features of the product itself, and more about how the customer will benefit from those features. When discussing product, the technicians mantra should be; “So what?” Consider those two words to be what the prospect thinks every time a feature is mentioned, and re-learn your product from that perspective. 2. Prospecting Prospecting, just as the word implies, is about searching for new customers. Like product knowledge, this step may seem fairly straight forward but upon closer examination it becomes more complex. The key to prospecting effectively is knowing where to dig and what to look for. It’s also important to distinguish between a lead, a prospect, and a qualified prospect. The most important element in this step is to create a profile of existing customers. This may have been done at your company, but have approach tactics (step3) been tailored to match each profile. For instance, you may have identified the following major market segments: State Governments, County Governments, Consulting Firms, Federal Agencies, Utilities, Universities, but have you fully profiled each of these in order to adjust marketing tactics appropriately? A direct mail, seminar invitation might work well to generate State Government leads, but will it be effective in developing Consulting Firm leads? For each market segment do you really know what the ideal customer looks like? These questions should be answered fully in the “Tactics” portion of a marketing plan. In the broadest sense, prospecting is an ongoing process that everyone in the company (particularly the sales force) should be involved in. This simply means everyone should have their “prospecting radar” up when they are out and about in the world. Very often, a great lead turned customer was first discovered after being heard or seen in the news at a party, or event, etc. 80 80 80 Customer Relation and Sales Student Work Book 80 80

3. The Approach This is where the rubber meets the road in the sales process. For our present purposes lets consider the approach in the context of a sales call rather than lead generation (i.e. the difference between a mass mailing and a telephone call). This is the step where you begin to build a relationship and the intelligence gathering continues (it started with prospecting). A good approach is crucial to sales success because it will either identify you as a bothersome salesperson and cause a prospect’s guard to go up, or it will identify you as an obliging salesperson with something of value to offer. (There is probably a middle road too, but you get the idea.). Consider the example of tele-marketers selling a seminar: Their product is a seminar, about which they presumably have sufficient knowledge. They prospect by scanning the house lists for appropriately titled leads, (generated by earlier prospecting efforts). They approach by saying “I’m Jay from XYZ and I’m calling to follow up on an invitation to a seminar that we mailed to you last week. Do you recall receiving it?” Then the dialog begins, often it’s perfunctory, other times however it can be extremely informative. The difference more often than not depends on how astute and articulate the caller is. What do you think is good about this approach? What do you think is bad?” Quite often the type of call one makes is a follow up to some action i.e. seminar attendance, brochure mailed, etc. Technically these calls are part of follow up step 7, but let us address them in the context of a sales approach. What would be a good approach for each of the above follow up actions? Think about eliciting information and advancing the sale (closing, step 6). What would be a good approach for a cold call? 4. The Needs Assessment This is arguably the most important step of the sales process because it allows you to determine how you can truly be of service. To be a highly effective salesperson, that is to sell to the prospect’s needs, you first have to understand what those needs are. This means you must think in terms of solving a prospects problem. The only way to do that is by asking lots of questions. Does a health practitioner prescribe remedies before a thorough exam? Asking good questions will not only help you determine what will best suit the prospects needs, but it builds confidence, trust, and will very often help the prospect consider issues they may never have thought of. This last point is powerful because it provides an opportunity to showcase features, which the prospects answers led you to. What questions would you ask to illustrate how your product is different/better than a competitor’s. Although intelligence gathering occurs throughout the sales process, it is at step four where it happens in earnest. What other information would be important to gather at this stage? (hint: who’s who, referrals). 5. The Presentation Remember the discussion in step one, focus on benefits rather than features? If you consider your product/service in terms of how it benefits the customer, your presentation will be a focused and relevant dialogue rather than a self aggrandizing monologue. Nothing is worse than a sales presentation which proceeds from the sellers perspective. This is why the needs assessment is so important and why it will ideally flow in and out of this step. A good needs assessment allows you to tailor your presentation to your audience, and keep it interactive. 81 81 81 81 Customer Relation and Sales Student Work Book 81

6. The Close Eighty percent of sales are lost because a salesperson fails to close. Closing is about advancing the sales process to ultimately get an order. What you are trying to sell at each stage may be different. For example, a close early in the sales process may be to get an appointment to discuss your product/service, in that case you are selling an appointment not a widget. In a later stage you might need to meet with a committee, in that case what you are selling is a meeting. Seeing the sale process in this light takes a little pressure off of each encounter and makes things a bit more manageable. But don’t be lulled into complacency, you must ultimately ask for the order and no sales conversation should ever end without an agreement to some next step. Do not be satisfied with “we’ll get back to you”, where is the agreement in that? What could you say in response to such a remark in order to advance the sale? In large part, closing is about discovering obstacles. Have you heard these before: “I’ll need to think about it.”, “It’s too expensive.”, “Let me run it buy some other people.” “Sounds good but I’ve already got one.” What could you say to overcome these objections? There are lots of ways to close, indeed closing a sale has become a science unto itself. Books have been written on this topic alone. But there is one elemental truth – if you don’t ask you don’t get. Just for fun, following is a sampling of a few closing techniques from among the many: — The Ask For It Close. “What do we need to do to get this model into your organization?” — The If-Then Close. “If I could demonstrate how an XYZ model provides you with, (things you know are important based on the prospect needs assessment) then would you be willing to… demo, rent, buy, switch, etc.” — The Process Of Elimination Close. “So you like the model, you have use for it, it’s not too expensive!” — The Either Or Close. “Will that be cash or charge?” — The Lost Puppy Close. “I guess I didn’t do my job very well.” 7. Follow-up Good follow up will double your closing ratio. When a sales person makes contact with a prospect a relationship has been built, and follow up is how it is nurtured. Staying at the forefront of a prospect’s mind requires persistence and should not be confused with being bothersome. This is why it’s important to get agreement on some next step each time there is contact. Follow up therefore should never end. The pace may slow but it will never end. When a sale is made, then a new type of follow up begins. Follow up conversations are best handled by the salesperson who started the relationship. Who else can better gauge a prospect’s “willingness to buy”, or pick up where “we last left off”. This means that detailed notes must be kept on each prospect with particular emphasis on their “state of mind”. It is unwise and ineffective to keep track of this information anywhere other than a centralized database. 82 82 82 82 Customer Relation and Sales Student Work Book 82

Session 40 - 41: CUSTOMER A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable consideration.Customers are generally categorized into two types: An intermediate customer or trade customer (more informally: “the trade”) who is a dealer that purchases goods for re-sale. An ultimate customer who does not in turn re-sell the things bought but either passes them to the consumer or actually is the consumer. A customer may or may not also be a consumer, but the two notions are distinct, even though the terms are commonly confused. A customer purchases goods; a consumer uses them. An ultimate customer may be a consumer as well, but just as equally may have purchased items for someone else to consume. An intermediate customer is not a consumer at all. The situation is somewhat complicated in that ultimate customers of so-called industrial goods and services (who are entities such as government bodies, manufacturers, and educational and medical institutions) either themselves use up the goods and services that they buy, or incorporate them into other finished products, and so are technically consumers, too. Six Sigma doctrine places (active) customers in opposition to two other classes of people: not-customers and non-customers. Whilst customers have actively dealt with a business within a particular recent period that depends on the product sold, not-customers are either past customers who are no longer customers or potential customers who choose to do business with the competition, and non-customers are people who are active in a different market segment entirely. Geoff Tennant, a Six Sigma consultant from the United Kingdom, uses the following analogy to explain the difference: A supermarket’s customer is the person buying milk at that supermarket; a not-customer is buying milk from a competing supermarket, whereas a non-customer doesn’t buy milk from supermarkets at all but rather “has milk delivered to the door in the traditional British way”. Tennant also categorizes customers another way, that is employed out with the fields of marketing. Whilst the intermediate/ultimate categorization is used by marketers, market regulation, and economists, in the world of customer service customers are categorized more often into two classes: An external customer of an organization is a customer who is not directly connected to that organization. An internal customer is a customer who is directly connected to an organization, and is usually (but not necessarily) internal to the organization. Internal customers are usually stakeholders, employees, or shareholders, but the definition also encompasses creditors and external regulators. 83 83 83 Customer Relation and Sales Student Work Book 83 83

Session 42 - 43: TYPES OF CUSTOMERS Customers play the most significant part in business. In fact the customer is the actual boss in a deal and is responsible for the actually profit for the organization. Customer is the one who uses the products and services and judges the quality of those products and services. Hence it’s important for an organization to retain customers or make new customers and flourish business. To manage customers, organizations should follow some sort of approaches like segmentation or division of customers into groups because each customer has to be considered valuable and profitable. Customers can be of following types: Loyal Customers- These types of customers are less in numbers but promote more sales and profit as compared to other customers as these are the ones which are completely satisfied. These customers revisit the organization over times hence it is crucial to interact and keep in touch with them on a regular basis and invest much time and effort with them. Loyal customers want individual attention and that demands polite and respectful responses from supplier. Discount Customers- Discount customers are also frequent visitors but they are only a part of business when offered with discounts on regular products and brands or they buy only low cost products. More is the discount the more they tend towards buying. These customers are mostly related to small industries or the industries that focus on low or marginal investments on products. Focus on these types of customers is also important as they also promote distinguished part of profit into business. Impulsive Customers- These customers are difficult to convince as they want to do the business in urge or caprice. They don’t have any specific item into their product list but urge to buy what they find good and productive at that point of time. Handling these customers is a challenge as they are not particularly looking for a product and want the supplier to display all the useful products they have in their tally in front of them so that they can buy what they like from that display. If impulsive customers are treated accordingly then there is high probability that these customers could be a responsible for high percentage of selling. Need Based Customers- These customers are product specific and only tend to buy items only to which they are habitual or have a specific need for them. These are frequent customers but do not become a part of buying most of the times so it is difficult to satisfy them. These customers should be handled positively by showing them ways and reasons to switch to other similar products and brands and initiating them to buy these. These customers could possibly be lost if not tackled efficiently with positive interaction. Wandering Customers- These are the least profitable customers as sometimes they themselves are not sure what to buy. These customers are normally new in industry and most of the times visit suppliers only for confirming their needs on products. They investigate features of most prominent products in the market but do not buy any of those or show least interest in buying. To grab such customers they should be properly informed about the various positive features of the products so that they develop a sense of interest. 84 84 84 Customer Relation and Sales Student Work Book 84 84

An organization should always focus on loyal customers and should expand or multiply the product range to leverage impulsive customers. For other types of customers strategies should be renovated and enhanced for turning out these customers to satisfy their needs and modify these types of customers to let them fall under loyal and impulsive category. Activity List out the types of Customers Once you identify your customers’ buying profiles, determine their online personalities (Note: everyone seems to breakdown social media personalities using slightly different verbiage, however, they essentially mean the same things…do some research, find the verbiage you like and use it as part of your strategy): „ Status seeker „ Critic „ Socializer „ Lurker „ Ringmaster „ Rebel „ Joiner „ Collector „ Creator „ Official 85 85 85 85 Customer Relation and Sales Student Work Book 85

Session 44-45: SALESPERSONS ATTITUDE 10 ATTITUDES OF SUCCESSFUL SALESPEOPLE Confidence in the product you are selling plays a major role in a sales pitch made to a prospective client. If you believe the product is useful and worth the asking price, there will be sincerity and conviction in your words which can persuade the client to commit to the purchase. This also includes confidence in your own abilities to sell as these will shine through in your presentation. We have seen many people influence others to buy through the power of their words and their conviction that they are the best ones to do the job and secondly that their product is the best amongst the competition Having good people and communication skills are assets required by all good sales persons. Being friendly and interested means they can engage the potential customer pro-actively and rather than focusing solely on their own sales pitch, they can also involve the customer in it. Many a sale goes sour if a salesman only likes to hear the sound of his own voice or pushes his client to buy something they are not quite ready to commit to. Asking questions and finding out the requirements of the customer requires good listening skills. Offering alternatives and giving suggestions shows a person who is placing the customer first and his commission second. Using the right body language and speech can also influence people to buy from you, an aggressive attitude and a voice that irritates can put people off. Unless your product is unique, customers always have the option to look for a cheaper product from another seller. Product knowledge is an essential part of selling which also means being up to date with new products and services on the market. Moreover, it helps to have knowledge about economic and market conditions so that information been provided is current and relevant. The more the salesperson is aware of the product the more he can pitch the product. He will also feel more comfortable answering queries about the product and this in turn will make the client feel confident about the product too. Preparing and practicing your selling plan of action is helpful so you are aware which points to highlight and bring to the client’s notice. Keeping the presentation short and to the point will make a better impact than dragging it on for hours so that people lose interest and attention. Dwell on quality rather than quantity and have a quick closing technique if the customer is interested to ensure you do not lose a sale. Reading the customer’s body language and attitude are indicators to help you decide if he is interested or just wasting your time. 86 86 86 86 Customer Relation and Sales Student Work Book 86

Cultivating a positive and cheerful attitude reflects in the salesperson’s response to other people, There is something about a positive person that makes us all want to enjoy his company and first impressions count, so a friendly attitude is vital to keep the customer interested and wanting to hear more. Negativity has a way of showing itself in some way or another so adopting the right attitude will play dividends. This means enjoying your work and being enthusiastic and passionate about it as this will rub on to the person you are selling your product to. In return, they will feel enthusiastic too and feel they are getting a good deal. Exercise List out the 10 attitudes of a sales person Being trustworthy is another good character trait to cultivate which means staying honest in all business dealings so that your client knows he can trust you to do the best for him. Meaning what you say and fulfilling what you have promised are part and parcel of revealing a good character and this a trait that will define the success of any future dealings you conduct. Word of mouth, while passing your name as a good salesperson to others, can also harm you if you have misled a client or lied to him about a product. Trust between clients also means not giving out information to competitors or rivals just to make some money. This also means doing research on the clients you deal with will give you an idea of how reliable they are and how they have been conducting business generally with other people. A desire to achieve sets a good salesperson apart from others. Continually improving performance, learning from past mistakes, training in areas that he feels he does not have sufficient knowledge in and increasing his benchmark each time he achieves will have him constantly reviewing himself and improving the quality of what he does. Achieving goals is a great feeling to have and he should reward himself in some way to feel his efforts have been successful and well deserved. 87 87 87 87 Customer Relation and Sales Student Work Book 87

Having a healthy attitude, both in mind and body, reflects in a person’s attitude. Being well dressed and presenting yourself well all contribute towards giving a positive impression to others. Finding time to relax and distress is important as stress can negatively affect a person’s mood and attitude. It is better to leave personal problems out of work but if this is difficult to do taking time out to resolve these rather than pretending they do not exist is a more positive approach to acquire. Networking with clients by attending events, trade shows or socializing is an invaluable area for all salespeople. Maintaining contact with your existing clientele through emails or meetings is important for future prospects. Initiating awareness programs through mail shots, advertising and most importantly through referrals can help you achieve sound leads which could result in a sale. . Finding strategies to cope with rejection will be useful as this is a very real problem in sales. Unsuccessful sales should be used to analyze where or at which point the potential sale fell apart. It is better to avoid a negative attitude that can undermine by focusing on the positive. There is always something new you will learn from mistakes made so that it is not repeated again. It is helpful to learn about selling techniques written by experts in the field which will give you tips on how to become an even better and successful salesperson. 88 88 88 88 Customer Relation and Sales Student Work Book 88

Session 46: QUESTIONING SKILLS Introduction: Gathering information is a basic human activity – we use information to learn, to help us solve problems, to aid our decision making processes and to understand each other more clearly. Questioning is the key to gaining more information and without it interpersonal communications can fail. Questioning is fundamental to successful communication - we all ask and are asked questions when engaged in conversation. Why Ask Questions? Although the following list is not exhaustive it outlines the main reasons questions are asked in common situations. „ To Obtain Information: The primary function of a question is to gain information – ‘What time is it?’ „ To help maintain control of a conversation While you are asking questions you are in control of the conversation, assertive people are more likely to take control of conversations attempting to gain the information they need through questioning. (Also see our pages on Assertiveness) Exercise Explain the two types of questions 89 89 89 Customer Relation and Sales Student Work Book 89 89

„ Express an interest in the other person Questioning allows us to find out more about the respondent, this can be useful when attempting to build rapport and show empathy or to simply get to know the other person better. (Also see Building Rapport and Empathy) „ To clarify a point Questions are commonly used in communication to clarify something that the speaker has said. Questions used as clarification are essential in reducing misunderstanding and therefore more effective communication. (Also see Clarification) „ To explore the personality and or difficulties the other person may have Questions are used to explore the feelings, beliefs, opinions, ideas and attitudes of the person being questioned. They can also be used to better understand problems that another person maybe experiencing – like in the example of a doctor trying to diagnose a patient. (See our page What is Counselling?) „ To test knowledge Questions are used in all sorts of quiz, test and exam situations to ascertain the knowledge of the respondent. ‘What is the capital of France?’ for example. „ To encourage further thought Questions may be used to encourage people think about something more deeply. Questions can be worded in such a way as to get the person to think about a topic in a new way. ‘Why do you think Paris is the capital of France?” „ In group situations Questioning in group situations can be very useful for a number of reasons, to include all members of the group, to encourage more discussion of a point, to keep attention by asking questions without advance warning. These examples can be easily related to a classroom of school children. 90 90 90 90 Customer Relation and Sales Student Work Book 90

Session 47: PERSONAL HYGEINE The human body can provide places for disease-causing germs and parasites to grow and multiply. These places include the skin and in and around the openings to the body. It is less likely that germs and parasites will get inside the body if people have good personal hygiene habits. Good personal hygiene habits include: „ washing the body often. If possible, everybody should have a shower or a bath every day. However, there may be times when this is not possible, for example, when people are out camping or there is a shortage of water „ If this happens, a swim or a wash all over the body with a wet sponge or cloth will do „ cleaning the teeth at least once a day. Brushing the teeth after each meal is the best way of making sure that gum disease and tooth decay are avoided. It is very important to clean teeth after breakfast and immediately before going to bed „ washing the hair with soap or shampoo at least once a week „ washing hands with soap after going to the toilet „ washing hands with soap before preparing and/or eating food. During normal daily activities, such as working and playing, disease causing germs may get onto the hands and under the nails. If the germs are not washed off before preparing food or eating, they may get onto the food „ changing into clean clothes. Dirty clothes should be washed with laundry soap before wearing them again „ hanging clothes in the sun to dry. The sun’s rays will kill some disease-causing germs and parasites „ turning away from other people and covering the nose and mouth with a tissue or the hand when coughing or sneezing. If this is not done, droplets of liquid containing germs from the nose and mouth will be spread in the air and other people can breathe them in, or the droplets can get onto food 91 91 91 Customer Relation and Sales Student Work Book 91 91

SESSION 48: GOODS HANDLING - VEGITABLES Mint Life offers the following tips for extending the shelf life of fruits and vegetables: Fruits and vegetables in the fridge Apples Store them on the counter for seven days. Don’t keep them near other uncovered fruits or vegetables — the ethylene gases produced by apples can ruin them. Asparagus Store them upright in the refrigerator in a plastic bag in an inch of water, or with a damp towel wrapped around the base. Berries Refrigerate berries, unwashed and in their original container. Cauliflower Refrigerate them stem side down in a sealed plastic bag. Celery Keep it in the front of the refrigerator, where it’s less apt to freeze. Garlic Store it in the pantry, or any location away from heat and light. It’ll last up to four months. Peaches Let them ripen on the counter in a paper bag punched with holes, away from sunlight. Summer squash Refrigerate it in a perforated plastic bag. Tomatoes Spread them out on the counter out of direct sunlight for even ripening. 92 92 92 92 Customer Relation and Sales Student Work Book 92

Session 49: GOODS HANDLING - FRUITS Thank you for choosing to promote fruits and vegetables in your store. Educating your customers about the healthy food items that you choose to make available is not only a great service to the community, but the best way to increase your fresh produce sales. Increased consumer incomes and year-round demand for fresh produce force retailers or their representatives to establish buying points both in different growing areas of the United States and in foreign countries. Some retailers contract year-round with fresh fruit and vegetable packers, who may in turn contract with growers. Contracts and large-volume buying practices enable packers to obtain sufficient quantities of individual products. Explain some of the precautions in handling Fruits Large fresh fruit and vegetable packers may contract with growers in several different production regions to ensure that fresh fruits and vegetables are available every week of the year. These packers generally contract only in regions with a large number of growers. Further, they contract mainly with the largest growers, even in concentrated production regions. Some packers ensure supplies by growing commodities themselves. Large retailers and packers are unlikely to purchase products directly from a single, small-scale grower, especially a grower in a remote production area. As a small-scale fresh fruit and vegetable grower, you may consider selling directly to retailers. Although some chain stores and independent retailers have buy-local programs for fresh produce, such stores and programs are not common. You must develop your own marketing system. In effect, you must become the grower, packer, and wholesaler. Explain some of the precautions in handling Fruits Session 50: Assessment 4 93 93 93 Customer Relation and Sales Student Work Book 93 93

Session 51: GOODS HANDLING – SPICES AND STAPLES Nature gives spices a remarkably protective cell structure. Whole spices, dried and stored, have been known to keep for many years and then deliver potent flavor when ground. Ground spices and herbs are more fragile, but when stored (cool, dry), they have a “life” adequate for any normal manufacturing and foodservice service kitchen needs (from six months to a year if necessary). The customer, however, shouldn’t test their limits. Here are some basic rules on storing and handling spices that will help protect your investments: Keep away from heat… At the very least, they need to be kept cool and dry - never near a smokehouse or kitchen range or other source of high heat; never in a wash-down area or by the dishwasher or other place where the containers are apt to get wet or humidity gets high. In large-scale storage, the containers should always by palletized and kept away from outside walls. Cold storage is recommended… If possible, cold storage (32 F to 45 F) is highly recommended, particularly for the capsicums (paprika, red pepper, etc.) and spices where volatile oil and/or characteristic odors are important quality attributes (i.e. allspice, cloves, dill, parsley flakes, etc.). At 70 to 80 F, paprika will lose about 1% of its color every 10 days. At higher temperatures, losses are even more rapid. In cold storage, however, paprika’s color loss is reduced to _% every 10 days and therefore, it can be held satisfactorily for up to 6 months. Cold storage also protects against infestation and rancidity in the fixed oils (of such items as sesame and poppy seeds). Explain some of the precautions in handling Staples and Spices 94 94 94 94 Customer Relation and Sales Student Work Book 94

Keep away from light… Light sensitive items such as paprika, parsley flakes, chives and other green herbs need to be protected against direct exposure to sunlight and florescent lights. Train your personnel… The final key is making sure your personnel understand the nature of spices and treat them properly in the plant or kitchen. Closing containers quickly after every use, measuring with dry utensils and keeping them away from steam are crucial. Explain that when you can smell a spice it means its aroma and flavors are escaping. Spices have a lot of fragrance to give, but this is money, and its only good business practice to save as much as possible. Explain some of the precautions in handling spices and staples 95 95 95 95 Customer Relation and Sales Student Work Book 95

Session 52: GOODS HANDLING – PROCESSED FOOD Proper selection of foods at the grocery store and appropriate storage and handling practices at home are necessary to maintain the quality and safety of commercially processed foods and perishable foods. When foods are improperly handled or stored, bacteria can grow, causing the product to spoil quickly or be unsafe to eat—regardless of the expiration date on the package. Commercially processed foods are usually found stored on grocery store shelves and include foods that: Have been heat treated. Are canned or packaged in bottles, flexible pouches, bags, or boxes. Are packaged by a commercial processor, not an individual in a private home. Are “shelf stable,” meaning they can be stored at room temperature until ready to use. Packaged, perishable foods are those that spoil quickly if not stored at a refrigerated temperature of 40 degrees or lower, promptly after their purchase. They include: Cooked or uncooked meat, poultry, fish, dairy, eggs and their products. Pre-prepared, cooked dishes purchased from the grocery deli or meals section, such as vegetables, pasta, rice, potatoes, etc. Following are some guidelines to follow when buying, handling, and storing packaged foods. At the Grocery Store Inspect packaging for damage, stains, and leakage. Do not purchase canned goods with body or seam-side dents, visible rust, or bulges at the top or bottom. Do not purchase jars with visible cracks. Do not purchase packaged meats, poultry, dairy products, or eggs with off-odors or disagreeable appearances. Never purchase cracked eggs. Check package dates and purchase products before the “use-by” or “best-by” date. 96 96 96 96 Customer Relation and Sales Student Work Book 96

Food Product Dating: What Does It All Mean? Consumers rely on product dating to determine when to purchase or use a product. The quality of nearly all food products tends to decline after manufacturing to a point where the product is no longer acceptable to the consumer. Food manufacturers determine the dates during which the food product will be at an acceptable level of quality (i.e., best texture, appearance, aroma, and flavor) under normal storage conditions. These dates are NOT an indication of product safety. Except for infant formula and some baby foods, food companies are not required by federal law to date their products, though some state regulations do require them for certain products. Even so, many companies include them to assist consumers. “Sell-by” date: tells the store how long it can display the product for sale. “Best-if-used-by” date: tells the consumer how long the product will be at its best flavor or quality. Explain some of the precautions in processed food “Use-by” date: tells the consumer the last date recommended for using the product while at its peak quality and flavor. These dates are required on infant formula and some baby foods. “Closed or coded”: packing codes used by manufacturers to help track the product; they do not relate to product freshness or quality. Commercially processed foods such as canned products and other packaged goods can be suitable for eating after the sell-by or best-by date if they have been handled and stored properly—though their quality may have diminished. If products have not been stored or handled properly, then they may not be suitable for consumption and should be discarded. 97 97 97 97 Customer Relation and Sales Student Work Book 97

The following are practices that consumers should follow in order to properly store and handle their commercially packaged products after bringing them home: Canned and Store-bought Packaged Goods Store in a dry, cool place (50 degrees to 70 degrees) like kitchen cabinets, and away from warm places, such as above a stove, range, or furnace. Do not store in a garage or crawl space due to extreme hot and cold temperatures that can speed deterioration and affect taste and appearance. Do not store foods under a sink where packaged foods can absorb moisture from the humidity. Canned goods will rust and cause products to leak and spoil. Boxed/dry foods can absorb moisture, resulting in caked and stale products. In general, canned vegetables, vegetable soups, meat, poultry, and fish can be stored from two years to five years. Canned fruits, tomatoes, tomato soup, and juices can be stored from 12 months to 18 months. Once a can or package is opened, the product starts to spoil. Transfer any unused portions (i.e., canned milk or juice) into clean, tightly covered containers and refrigerate. Read the label for additional storage and handling instructions. Look for the words “keep refrigerated” or “refrigerate after opening” to know whether the product should be refrigerated. Packaged Perishable and Refrigerated Foods Keep at refrigerated temperatures of 40 degrees or below. Purchase meat and poultry products before the “sell-by” date has expired. Cook or freeze if you cannot use them within one or two days after purchase. Frozen products will last longer than the dates indicated on the package. Cook frozen product as soon as it thaws. Read the “safe-handling label” for cooking and storage information. If product has a “use-by” date, follow that date (unless you freeze the product). Pasteurized milk should remain edible for two days to five days after its “sell-by” date if it has been stored at refrigerated temperatures below 40 degrees. Eggs can be used three weeks to five weeks after reaching home if they have been properly stored (below 40 degrees). The “sell-by” date is usually 45 days from the date eggs were packed by the producer. Cook or freeze seafood, such as fresh fish, shrimp, and crab, within one day to two days after purchase. 98 98 98 98 Customer Relation and Sales Student Work Book 98

What if the Product Date Expires During Home Storage? If the product date has expired, and the product has been handled and stored properly, then evaluate the product before potential use, following these guidelines: „ Don’t use or taste any product with an off-odor or appearance or from any container that spurts liquid when opening. „ Discard cans that leak or are severely dented, bulging, or rusted; discard jars with cracks or loose or bulging lids. „ Discard packages that are broken, damaged, leaking, stained, or have the presence of mold or insects. „ Discard meat, poultry, dairy items, and egg products that show signs of spoilage such as off-odors, slime, color changes, or mold. „ Eggs’ “sell-by” date may expire during refrigerated storage, but the eggs can be safe to use if they have been stored at refrigerated temperatures below 40 degrees. „ Use baby formula and baby foods by the “use-by” date to ensure the product still meets the nutritional and quality standards stated on the label. Discard after this date. Session 53: HOME CARE PRODUCTS Household Care industry mainly comprises of the products, which we use in our daily life to take care of our household. These items include air fresheners, dishwashing products, chlorine bleach, insecticides, polishes, laundry care, toilet care, surface care and varied other products. Growing urbanization along with increasing awareness about home hygiene among the inhabitants of India has led to the huge growth of the home care products. Among the different household care products, insecticides and laundry care leads this industry in India. During the last year toilet as well as surface care products grew impressively though. Top Household care brands in India This competitive household care market of India has been captured by many national and international home care brands. Apart from blurring the quality differentiation between the domestic and foreign brands, the historical presence of these household care brands in India have narrowed down the price gap between national and international home care products. The domestic players involved in this category of business made it happen through providing quality products, good customer service, loyalty as well as successful local marketing. Some of the top household care brands in India are as follows: 99 99 99 Customer Relation and Sales Student Work Book 99 99

Amway India Enterprises: Amway India, a subsidiary of the U. S. A. based Amway Corporation has reached almost every Indian household through their varied home care products. Covered with “100 % Money Back Guarantee”, each and every Amway household care products are known for meeting the needs of the modern households by providing complete cleaning. To name a few of their home care products are: „ Apsa - 80 „ Car Wash „ Dish Drops „ Leather & Vinyl Cleaner „ LOC High Suds „ Pistol Grip Sprayer „ Prewash Liquid „ Pursue „ SA8 Gelzyme „ See Spray „ Silicon Glaze „ Turret Top Closure „ Zoom Godrej Consumer Products Limited: Being one of the leaders in the household care market, Godrej specializes in both home care as well as personal care products. Starting from soaps to detergents, beauty products to insecticides, this brand offers all. Some of the renowned products of this company, which are widely used across the country, are as follows: · Cinthol · Ezee · Fairglow · Good Knight · Hit · Jet Hindustan Unilever Limited: Hindustan Unilever Limited or HUL is said to be one of the biggest home care brands in the country of India. This brand offers an array of products starting from different kinds of FMCG (Fast Moving Consumer Goods) to water purifiers. Names of some of their well known products are given below: 100 100 100 100 Customer Relation and Sales Student Work Book 100