Wednesday, September 14, 2016

Mann University Course Descriptions

To see dates and enroll in classes please go to:

Foundational Leadership Class
Get back to basics with this class, 3-days filled with compelling insights on specialty retail leadership, retail tactics, retail profitability and small group interactions using our proprietary ORBT training methodology. Proven to be the most effective approach to changing adult behavior.

NEW** Sales Rep Training
Creating competent Sales Reps for your company is the way Manufacturers are going to sustain lasting relationships with Independent Retailers. In this 2-day course, you will learn the art of effective listening and what are the KPIs every Rep should know when visiting a Retailer. You will take away the art of influence skills, as well as how to communicate to close the sale.

NEW** Presentation Certification
Do you present to retailers, conduct Sales Clinics or present product to clients?  This first-of-its-kind course will create a confident presenter for anyone who finds themselves presenting to audiences. Learn in this 3-day course the six elements that create a good presentation and be prepared for your moment in the spotlight.

GEAR Sales 
Every day your employees are selling for you, but how do you measure their performance?  What are the metrics that tell you how they are doing in customer engagement? How do you set goals to increase your business and get the buy-in from each staff member?  Come prepared to review your sales goals and your employee’s performance against those goals during this 2-day course, plus an in-depth discussion of how to get to where you want to be in your market.

Trainer Certification
Do you find yourself in the tricky role of a trainer? The focus of this 5-day intensive course will be to certify you as a lead trainer at your store. You will spend 5-days going through our ORBT Trainer Certification program. You will also have a 12-month implementation plan for your store’s training program.

Buying and Inventory Strategies
Buying anything for your store is a science, not a gamble. In this 3-day course, we will talk over the science behind buying and Inventory management. We will explore the key metrics that allow you to forecast the inventory that is successful for you and uncover where you can take some risk.

Visual Merchandising 101

How do you move product in your store to keep it fresh? How often do you change your store’s look? What is the best way to display performance apparel? What are the key areas retailers need to look at every week to know how product is selling through? All of these questions will be answered in this informative 2-day class.

GEAR "A" Appeal Part 3

To an outsider, specialty retail may seem like a fun and easy job—after all, we get to spend our days sharing our passions with fellow outdoor enthusiasts with open wallets, right? Well, kind of. At the Mann Group, we know that selling well can sometimes seem more like an uphill slog than a ride through the park, and that’s why we created GEAR. GEAR is our guide to ensuring every customer’s comfort and happiness, both while they’re inside your story and after they leave, purchase in hand.

We’ve been breaking down GEAR in our monthly newsletter. We began, of course, with “G,” or “Get Involved,” and taught you how to engage your customer in honest conversation. Then we covered the “E” of GEAR, “Edit,” and how to discover your customer’s personal needs. We’ve spent a lot of time on the “A” of GEAR, or “Appeal,” but we’re not done yet.

We’ve already talked about how to “Appeal” to a customer not with hokey selling techniques, but with a genuine experience; help them see what it would feel like to own the product. Answer their questions—both asked an unasked—with FBI: talk about the features (the easy part), like what it’s made of and how it works; benefits, or how the product will positively benefit their sport and life; and imagery, by creating a mental picture of how the customer will enjoy this product.

Even if you do everything right—you avoid mawkish closing techniques and discuss all the benefits of the product, crafting an image of this customer personally using and loving this product—you may still face the dreaded objection.

Though we might not like to talk, or even think, about objections, they are a very real hindrance in the world of specialty retail. “Appealing” to your customer also means refuting their objections and turning them into answers. Handling objections can be an awkward and difficult endeavor in retail, so we’ve broken the process down into five easy steps guaranteed to help you navigate those choppy waters.

1.     Slow down.
This may seem superfluous, but your demeanor can be the crux of a customer’s happiness (or unhappiness). By slowing down, you demonstrate that you are sensitive to their concerns and that you value their opinions. Glossing over the objection or speeding through your defense only accentuates your discomfort and might even imply a sense of dishonesty.
2.     Verbally Acknowledge the Objection.
Your actions are already telling the customer that you heard them, now it’s your mouth’s turn. Repeat their objection and verify that you understand their concern. Do not be condescending or judgmental; show that their concern is a genuinely valid one. Just as there is no wrong question in school, there’s no wrong objection in retail, and to imply that there is one will almost instantly lose the customer. Restating the objection can also help you gain more information about the root of the problem. By simply acknowledging the concern with your demeanor and words, you’ve already made headway that many salespeople can’t, which often prompts customers to go to a different store.
3.     Validate the Objection.
Communicate to your customer that their objection is in fact reasonable and sensible. It may come as a surprise—after all, they expect you to sell the product and argue for it, right?—and it will endear you to them and prove your reliability and honesty. If, for example, their objection is that the product is too expensive, you might say something like, “That’s a valid concern. You certainly don’t want to buy more than you need or overspend.” By validating their concern, you prove that you’re on their side, or at least unbiased. You’re not just a salesperson, you’re helping them pick out the best product for their needs.
4.     Review What’s Happened so Far.
Again, this helps to establish your validity as a resource, proving you’ve been paying attention and genuinely have their best interests in mind. Plus, reexamining the conversation might help unveil any other concerns or the root of the problem. Review why they came in, what they stated as their need, and any specific goals or concerns they mentioned. You might just reveal the very answer to their objection.
5.     Offer Other Helpful Information.
Here’s your opportunity to change their mind. If the price is their concern, talk to them about your store’s payment options. Discuss the specific benefits to buying from your store, as opposed to a big-box retailer with different prices or selections. What other kinds of reassurances can you offer that might help them to feel comfortable buying now? Ultimately, the goal is to help solve the puzzle—there’s an answer to their objection, you just have to help them find it. You’ve already endeared yourself to them, so now you simply walk them through the process of answering the objection.

If you follow this pattern of handling objections, the customer will understand that you will not let them make a bad purchase. They’ll be comfortable and, hopefully, ready to proceed with the purchase.