///A REMPLACER> Coaching of a SME in commercial strategy in Malmédy

As competition becomes harder and harder, the importance to excel at all levels is crucial. That is why, a SME (Small and Mid-size Enterprise) specializing in selling decorations, near Malmédy, called our company, Retail Expertise, which specializes in commercial strategies. The customer came to us after a recommendation. He wanted to benefit from an external perspective of an experienced team on the strategic and commercial aspects to improve their company.

First contact: a coach who listens to the client

The first step was to explore the expectations of the client. We first asked them why they wanted to use our services. If we could help, we made an appointment. Our team met with management to discuss in more detail the problems the company was experiencing. We directly gave some advice in the form of exchanges and sharing of experiences. At the end of this interview, our commercial coaching experts concluded that performances could be improved by strengthening “client relations” and better structuring the commercial strategy. Based on this observation, a two-phase approach was put in place.

Phase 1: audit and recommendations on commercial strategies: no good cure without a good diagnostic

The internal audit, or more specifically the diagnostic of customer relations in the store, was the process of exchange between management and field staff. The ability to analyse if the basic pillars for successful retail strategy was present. In the case of this decorative company several meetings had been scheduled with management. These sessions were useful to understanding the context and the operation of customers.

Phase 2: training of sales teams in quality customer relations

The second phase of our intervention for the progression of the commercial strategy, consists of providing several customized trainings. These were presented in the form of 2-hour workshops given to the sales staff. These workshops are intended to sensitize and train them in the fundamentals of customer relations. Three points will be essentially discussed:

• Why is customer orientational becoming essential when it comes to e-commerce?
• What is the actual impact of good customer orientation on sales results?
• Practical methodology of the right attitudes and commercial techniques to adopt.

Final phase: follow-up and coaching of sales staff in the field

The last step aims to apply what the team has learned in training in their daily environment, in this case the store. Before each opening, our specialists accompany the salesmen into the field, to help them implement the major points seen in the workshop. At the end of each customer contact, feedback was given, explaining the behaviours to be kept and those to be improved. This process was implemented once per month for 4 months.

Contact us about questions or an appointment to increase your commercial performance

If you wish to take a step back from your professional activities or to optimize your commercial techniques, quickly contact our company of coaching and advice in strategy for retail stores.

Thanks to Retailexpertise.be, your expert in Distribution and retail business. An exterior perspective of your sale points to improve and develop your performance.