Retail Coaching: How to boost KPI's with Emotions 1502502550, 9781502502551

Table of contents :
Prologue
Introduction
1   What is the connection between retails sales, coaching and NLP?
Why Retail Coaching now?
The challenge: to sell more and sell better with more fulfilled sales staff
Retail is detail, the basis for the inverted organizational pyramid
I will defend MY ideas to the death, not my boss’s
Only 7% of reactions are conscious ones...
Coaching distinctions
In summary:
2   The Retail Coach’s tools
The retail coach figure
“What cannot be measured does not exist” Peter Drucker
An extraordinary growth model
The balanced scorecard
The 7 Ps of the Retail Marketing Mix
Non-negotiable sales standards
Mystery shoppers: guaranteed depression?
Setting good targets: SMART... and beyond
Retail games
Variable pay
In summary:
3   Effective communication through Retail Coaching
Who asks the questions in this store?
The move toward autonomy and commitment
Regular Retail Coaching sessions
Feedback: the basis for improvement
How to give positive feedback
How to give constructive feedback
How to receive constructive feedback
The briefing or pre-opening chat
Quarterly (or half-yearly) team meetings
Visits to stores: a 100% presence
A progressive discipline
Training: a strategic investment in retail
Generating unconscious skills
The making of a great salesperson
At the service of people: Egoless
Changing the frame of reference
Coherence, congruence and values
Naming the salesperson
The balancing of profiles and personalities
In summary:
4   From the other side of the counter
An undervalued job
Opening hours, vacations and leave: a no.1 subject for discussion
Vulnerability at the counter
A meaningful job
Fear, the great paralyzer
Stress in retail
In summary...
5   Creating the sales “bubble” with the customer
The inner game
The store is also a stage
The salesperson may move away from the script
Quality and warmth of service
Public “services”: the butterfly effect
A 9-second transaction
The advice of the hyper-specialist
Assertiveness - affirming my presence
Verbal communication: the weight of words
The connection with the customer... even in the checkout line!
Response-ability
Cognitive dissonance
Call Center
“The map is not the territory”
The elite salesperson
NLP at the service of retail sales
The 8 Cs of an excellent sale with rapport: “the DANCE with the client”
In summary:
6   How to cultivate the bubble in the mass market
From negotiator to elite communicator-negotiator
Trade marketing
Neuromarketing
How to communicate with the primitive brain
Day-to-day life in a hypermarket
The four personal pressures in mass markets·
Adapting to a retail environment undergoing radical transformation
In summary:
7   Retail entrepreneurship with soul
Analysis of a retail entrepreneur through NLP
Ego vs. soul
The paths of major retail leaders
- Yves Rocher
- Amancio Ortega
- Ingvar Kamprad
- Sam Walton
- Horst Paulmann Kemna
Self-coaching for the retail business owner
In summary:
Conclusion
Glossary

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