Travel Retail Training - Duty Free Inflight Sales

Duty Free In Flight Sales Jazeera Airways & That Es-Salasil will be providing duty free on board sales service for traveling passengers on board Jazeera Airways. A variety of assortment of merchandise will be offer for the travelers to experience in-flight shopping on board Jazeera Airways. The purpose and scope of the material of this presentation is to: Bring about a positive „mind set‟ for the flight attendants, in becoming more commercially aware and with the right training and motivation to bring about a difference, in the new service of duty free in-flight sales service to be provided by the airline. To make the crew more commercially aware and understand the bigger picture. The concern of the crew that sales will jeopardise customer service, or any other concern. The only way to be successful at selling on board is to adopt the relationship selling approach - „hard sell‟ has no place on board the aircraft. To have an effective sale on board the crew needs to have good communication skills and be a ‘peoples person’. These two skills are exactly what would be tried to be imparted during the secession provided in the presentation to enable the crew to provide excellent customer service without just „ going through the motions‟, of the routine job. Next 1 Contents Part I Logistics: 1. 2. 3. 4. Cash Flow Process – Inflight Duty Free Sales Cash Procedures Inflight Duty Free Sales Trolley Operations Trolley Records for sales & stocks 1. 2. Product Knowledge Demonstrating Merchandise a) Merchandise Knowledge b) Show And Tell c) Suggestive Selling / Cross Selling Customer Relations a) How To Study The Traveler b) Approaching The Customer c) Greeting The Customer Part II Sales On Board 3. Part III 1. Sales Resistance a) Travelers Mind Set b) Excuses vs. Objections Closing The Sale a) Closure b) Customer Service c) Summary The Key : The Cabin Crew 2. 3. Next Home 2 Cash Procedures 1. 2 3. Crew take sales cash to duty free shop/cash office and hand over the same along with the stock sheet of sales done, crew to declare all sales done & one trolley key utilized for hand over to KASCO.. Cashier to retain one copy of the stock sheet and one copy of the cash received cash receipt to be filed for the particular crew sales done on the given flight. Cashier gives manual receipt per stock sheet for cash received. Receipt contains crew name, staff number, Sector, stock Sheet Number, Flight number, Trolley Number, Value of Currencies Received 4. 5. 6. Sales/cash to be captured in individually per shifts. Any major complaints from crew members should be immediately reported to the Operations department for resolving the same on ASAP basis. All complaints lodged should be recorded and logged in accordingly to keep track of such complaints until they are individually resolved. Contents Next Previous Home 3 In-Flight Sales Trolley Operations Trolley inventory to be checked by senior cabin crew before commencement of sale. Inventory, cash recon and sealing of trolley with lock provided in trolley to be done by senior cabin crew. In Coming Check Sales & stock discrepancies with stock sheet. Check for Seals & locks KASCO. Security will check the trolleys with TES personal and reseal the trolley. Discrepancies will be recorded and informed to Jazeera. Bond Store Replenish Sales Replenishments for sales & record any discrepancies Out Going Physical Security/Stock Check 1.Trolleys to be for all required seals and sealed. Locks for return of trolleys to be placed inside the trolleys for crew to lock trolley after sales, along with cash wallet, visa machines. 2.Stickers/Labels/Security seals with flight dts. Route etc to be put on trolleys. Dispatch Final stock sheet to be printed out for trolley dispatch to Ramp for out going Flights Confirm final load of replenishments & check in for final load discrepancies if any Contents Next Previous Home 4 Trolley Logistics That Es-Salasil’s Roles: 1 2. All new trolleys to be loaded with selected merchandise. All packed trolleys to be loaded with the following: a) Triplicate copies of stock sheet. b) One set of lock with one key (For closing trolley after sales, to be handed over to KASCO). c) Credit card machine. 3. 4. 5. 5. Trolleys will be sealed with customs seal, bond store seal and trolley lock. The trolley will be handed over by That Es-Salasil‟s representative to KASCO security. KASCO security will remove the seals and check the trolleys for security reasons in presence of That Es-Salasil‟s representative and reseal the trolley with their seals and report any discrepancy. That Es-Salasil will collect the returned trolleys to KASCO and bring to the bond store. Jazeera’s Role: 1. 2. 3. The trolley inventory will be checked onboard in the presence of senior cabin crew and security, any discrepancy will be recorded to be reported accordingly. All sales, cash and inventory to be reconciled by senior cabin crew and the trolley to be sealed with lock provided in the trolley for hand over to KASCO security on reaching destination. Cabin crew will hand over cash, credit card vouchers, along with cash float recon to cash office in the cash wallet. Original stock sheet will be handed over to cash office, a copy will be left in the trolley and one copy of the stock sheet to be retained by the cabin crew. Contents Next Previous Home 5 Cash Office - Process Flow KASCO DF In-Flight Sales Crew Sales Cash Foreign Currency / Credit Cards Bond Store Recons of Trolley movement & Cash receipts from CO That Es-Salasil’s Role Flow of Goods through Trolleys Duty Free Cash Office traveler 1. Will provide cash wallets with calculators for cabin crew members. 2. Will collect all cash, credit card vouchers from cabin crew on return from flights to Kuwait. Will issue receipts for all currencies and credit card vouchers to cabin crew members Will provide cash float. Sales on Board 3. 4. Cash movements flow from in-flight sales till handover to Cash Office Jazeera’s Cabin Crew Role: 1. 2. 3. To hand over all cash, credit card vouchers and float along with float recon to cashier of That Es-Salasil. Hand over stock sheet along with proper identifications of sold items and currencies completely finished. Any queries or discrepancies to be informed to That Es-Salasils to be formally lodged in writing at the cashier and the same will be replied to by That Es-Salasil Contents Next Previous Home 6 Trolley Records for Sales & Stock 1. Trolley Identifications: Full trolleys will be named as F01, F02………….. Half trolleys if any will be named as H01, H02……………… Drawers will be identified as F1, F2………. for all trolleys 2. Stock Sheets: a) All new trolleys provided by the airline will be fully loaded with products listed in the catalogue. b) Each trolleys loaded with stock will be provided with 3 copies of stock sheets in each trolleys. c) Each trolley will be provide particulars of all stock description of items loaded, its prices in local currency and foreign currency in which sales are expected to be made by cabin crew members. d) The stock sheet will provided the total count of all the stock provided in the trolley, the count of categories and the total counts of stocks available per drawer in the trolley. e) Each stock sheet will be uniquely identified by a stock sheet number, and provision for crew members to enter their names and respective staff numbers provided by the airline, for records. f) Stock sheet will provide foreign exchange rates to sell in currencies other then the local currency. g) As the operations will be manually done to start off the project, all products listed in the catalogue will be highlighted in the stock sheet. The corresponding units provided in the trolley has to be marked off manually by the stock keepers. 3. Sales Identification & Record: a) Cabin crew members will mark the stock sheets clearly of products sold and the currency in which they were sold. b) Stock keepers will count all in coming stock in the drawers and match them manually and tick them off as incoming on the check sheet. c) The products marked by the crew members and the products physically not available in the trolley will be considered as sale. d) Any product physically not available in the trolley and not correctly marked or not marked as sale by the cabin crew member will be considered as sale, and should be properly marked, and recorded in a separate register for recon purposes when a crew member comes with a query for short payment or non payment of product sold or not available in the trolley sent on flight. 7 Contents Next Previous Home Product Knowledge 1. Knowing Your Products Can Mean More Sales Knowledge is power and for the crew, product knowledge can mean more sales. It is difficult to effectively sell to a consumer if one cannot show how a particular product will address a shopper's needs. Read on to learn some of the benefits of knowing the products you sell. 2. Strengthens Communication Skills Having a thorough understanding of the products on the shelves can allow the flight attendants to use different techniques and methods of presenting the product to travelers. Stronger communication skills will allow a crew to recognize and adapt a sales presentation for the various types of travelers. 3. Boosts Enthusiasm Seeing someone completely enthusiastic about a product is one of the best selling tools. As you generate excitement for the product, you remove any uncertainty the product may not be the best solution for that traveler. The easiest way to become enthusiastic is to truly believe in the product. 4. Grows Confidence If a traveler isn't fully committed to completing a sale, the difference may simply be the presence (or lack) of confidence a crew has towards the product. Becoming educated in the product and its uses will help cement that confidence. 5. Assists in Overcoming Objections Objections made by travelers may be struck down with factual information regarding the product. That information usually comes in the form of product knowledge. Being well versed in not only your products, but similar products sold by competitors, allows you to easily counter objections. Contents Next Previous Home 8 6. Gain Product Knowledge  Marketing Literature Testimonials Practical Use It is important to understand how the product is made, the value of the product, how the product should and can be used, and what products work well together. 2. What to Know About Your Products Pricing structure Styles, colors or models available History of the product How to use the product It may take a while to easily articulate your product knowledge, especially with new products, but over time you'll become comfortable and confident in providing the correct information to shoppers. That confidence will pay off in improved sales results. Contents Next Previous Home 9 Demonstrating Merchandise Merchandise Knowledge: The crew has to take the initial step in selling by being involved in the process of this unique retail concept of in-flight sales and learning about the merchandise. The crew should know: What styles, brands and types of merchandise are carried in stock. Where the merchandise is located and placed in the catalogue and the categories, to help traveler in quick selection. Features of the merchandise regarding use, quality, care, price, and guarantee. What's available or in demand through the retail market served. The crew should be enthusiastic about the product and know as much about it as possible. Show And Tell: A traveler is interested in acquiring an item for what the item can do for him or her. A sales crew must always relate the product to the traveler to get the traveler into the act. Depending on the type of merchandise in the catalogue/trolley, the sales crew may either tell about the product or show the product. Whenever there's a choice between showing and telling, showing is recommended. The best demonstrations involve: -The traveler being comfortable physically and emotionally. -Concentration of awareness--it is advantageous to eliminate distractions by working within a close range of the traveler. Holding the traveler's attention is like landing a big fish--don't pull too hard on the line. The traveler needs time to think about what he is seeing and what you are saying. Contents Next Previous Home 10 -Start with the end results, such as how the product will be used. -Get the traveler involved: a good way is to hand the product to the traveler for his or her examination. Features vs. Benefits To succeed in selling a product, it is important for the crew to know the difference between product features and traveler benefits. People usually do not buy the merchandise for itself, but rather for the benefits they can derive from it. crew should stress the benefits, which are what specific features of the item will do for the traveler. A feature is an outstanding or primary quality characteristic of a product or service. A benefit is defined as anything that is advantageous for the buyer, which improves a condition for the buyer or promotes the buyer's welfare. Contents Next Previous Home 11 Suggestive Selling / Cross Selling: Suggestive selling is one of the best ways the crew can increase sales. Suggestive selling may be used to start a sale, while demonstrating a product or at the end of a sale. Displaying and/or demonstrating related items together helps the traveler visualize the functions or qualities of the merchandise and assists in suggestive selling. Suggestions can also be made by informing travelers of items in other areas. Suggestions should be positive and explain or relate the merchandise to the traveler or other merchandise. The types of merchandise that can be suggested include: -Compatible merchandise---related or accessory items which enhance, accentuate, contrast, or can be used with other merchandise. -Fashionable merchandise- newest or latest styles, best sellers, and quality merchandise. -Promotional merchandise -items marked down, special price or value items, or seasonal merchandise. Contents Next Previous Home 12 Customer Relations How To Study The traveler: Once the traveler/passenger is comfortably seated and relaxed, the crew should observe the traveler's manner to determine if he or she is hurried or relaxed so as to become tuned into the traveler. The travelers instincts are to while away the flying hours through in-flight entertainment, reading magazines provided in the seat bag, or browse through the In Flight Duty Free Catalogue. These or any mannerisms could provide the critical hints to take a lead in providing assistance to generate interest for the pax to be enticed to buy on board. It is important to listen to the traveler to determine preference for quality, quantity, color, price. By asking questions, the crew can get a complete picture of the traveler's wants and choose the selling point that works best. The crew must show an interest in the traveler and be able to help the traveler decide by talking about his or her pleasure, comfort, etc. Approaching The traveler : The crew‟s approach is intended to immediately interest the traveler in the products or service and let the traveler know you are there to help them. The longer the traveler waits for acknowledgment the less willing that traveler is to wait for service. The first few seconds are critical for the crew to acknowledge the traveler and establish good positive interaction. The crew might fail to approach a traveler for variety of reasons which could include: Fear to begin a sales conversation. Assisting one traveler and ignoring the other. Any or all of these telegraph a message to the traveler that what the crew is doing is more important than the traveler. Travelers have pride and their remedy to this kind of reception may be to shop elsewhere. In addition to being prompt, the crew should show a sincere interest in the traveler's needs and display self-confidence about the merchandise offered on board. Contents Next Previous Home 13 Greeting The traveler: The travelers are varied in nationality, status from various countries representing the Asian Continent, The Middle East and The Gulf regions, and hence the crew can utilize their flying experience and knowledge of various languages, and cultural aspects known to them, for the traveler to feel friendly and comfortable for their onboard shopping experience, a experience they have to carry and spread around, for a repeat exercise on board when they fly again Jazeera Airways. Travelers can instantly perceive whether you are interested in helping them. The way something is said is just as important as the words used in saying it. There are several types of greetings which a crew can use such as asking a question which cannot be answered by the word "no;" stating a fact about the merchandise; a friendly personal greeting, especially if you know them; or conversing about local items of interest. Whichever greeting is chosen, it should be natural, courteous, short, and require no major mental decision on the part of the traveler, be affirmative, and emphasize a desire to "serve" rather than a desire to "sell." Contents Next Previous Home 14 Sales Resistance Travelers Mind Set: The normal sales transaction always has two sides. The traveler not only must spend money to get some specific article, but must also sacrifice other pleasures or satisfactions which that money would buy. This logical weighing of satisfactions may exist when the choice is between unrelated possibilities such as merchandise and or spending for some other reasons, as well as in choosing between two competing brands of goods. The traveler naturally wants to purchase the article that gives the most value for the money. Sales resistance is really the traveler's normal way of weighing values. Excuses vs. Objections: Sales resistance can be classified as either an excuse or an objection. Excuses are insincere reasons offered by the traveler who does not want to become involved with the crew. Objections represent honest points of difference between the traveler and the crew. Excuses: Excuses frequently occur: (a) early in the sales process when the traveler is only looking or when a crew attempts to sell merchandise other than that asked for by the traveler and (b) after the selling points have been made indicating either that the crew failed to arouse interest or that the traveler has some hidden objection. Excuses are raised in order to: Prevent the crew from properly showing the merchandise. Avoid a feeling of obligation to the crew. Procrastinate, defer, or put off a decision to buy A few examples in which excuses are expressed by the traveler are: "I really haven't got time to look now." "I don't think I'm interested." "I'll think it over and come back later." Contents Next Previous Home 15 Objections: Objections indicate a desire on the part of the traveler to learn more about the merchandise. They are honest reasons for not buying and show a direct relationship between a desire to satisfy a need and a natural reluctance to sacrifice money. Travelers may object to the merchandise, the manufacturer or brand, related on board services, whether they need the merchandise and the price of the merchandise. Most travelers have definite price limitations and form price habits in buying. Therefore, if something is priced higher than they are accustomed to paying, they want to know why. Common objections often heard result from five situations in which the traveler: Was not listening when the crew covered the point. Is unfamiliar with the product but does not want to admit it. Does not believe the crew. Cannot afford the price, but will not say so. Never intended to buy but was shopping for information or companionship. Crew should welcome real objections because they are an indication that the traveler is interested and/or that the traveler is attempting to justify the purchase. In fact, there is an old adage which states, "The sale does not begin until the traveler says no." Three rules are suggested for handling objections: -Recognize the right of the traveler to have them. Do not counterattack, but rather acknowledge the traveler's point of view before making your own point. -Listen to what the traveler is saying. Is the traveler offering a logical explanation, acting out of doubt and uncertainty, in need of further explanation or information, or unable to relate the merchandise benefits to his or her needs? -Maintain flexibility so that you can show the traveler merchandise of a different price or quality. Contents Next Previous Home 16 Closing The Sale Closure: Closing the sale is getting the traveler to make a commitment to purchase the merchandise. It occurs When the traveler seems ready to buy--when you have finished demonstrating the merchandise and all of the Questions have been answered. If the traveler does not indicate that he or she will purchase the merchandise, the cabin crew can offer to close by suggesting additional merchandise or a question such as “Is this cash or charge?” Giving the short time period of short haul flights, the closure of a sale has to be in a range of 10 minutes per per traveler. For long haul flights the cabin crew can afford to utilize the flying hours in convincing and spending more quality time in the sale process of closing the sale. Customer Service For many travelers, the purchase of the merchandise is not the only consideration nor the end of the transaction. Customer service is important throughout the selling process and after the sale. Customer service entails sincerely doing something extra for the traveler so that he or she can see by your actions that you are willing to help. After the sale, customer service requires listening to the traveler to determine the course of action to be taken. It is recommended to focus on what "can" be done for the traveler rather than what "cannot" be done for them. It's also a good idea to keep a notebook or record of promises and dates when you are to follow through. Summary Good customer treatment by flight attendant does not insure that the traveler will continue patronizing your establishment, but it will contribute in creating a favorable inclination to do so. The traveler should be made to feel comfortable and important because he or she is the reason for us being in business. A cardinal rule in our business should be that "traveler service takes precedence over any task" Contents Next Previous Home 17 The Key : The Cabin Crew The Cabin Crew Represents The Business A cabin crew represents the business to the travelers in the following ways: -As an information source--being knowledgeable about the in-flight sales merchandise and policies. -As a fashion and value counselor--to assist the traveler with value comparisons with items on board -As a public relations representative--the cabin crew represents the business to the travelers. -As a mover of stock--to assist in turning over or selling the inventory which is the primary objective of the business. -As a seller--to assist the traveler in making a decision to purchase the on board duty free merchandise. -As a adviser to travelers using good selling suggestions that will improve traveler satisfaction and build sales. -As a Good Will developer to develop a loyal following of travelers who will return to your business and who will recommend it to friends and associates. Contents Previous Home 18