Sales Handbook Quick Reference Guide

SALES HANDBOOK QUICK REFERENCE GUIDE

CONTENTS PAGE

Napoleon Perdis Makeup Philosophy Concept Store Objectives Concept Store Benchmarks Introduction to Sales Introduction to the 3R’s Recruiting - Find Retailing The Ceremony of Service Roadmap Greet Ask & Listen Satisfy Create Overcome Close Recalling - Open Invite Recalling Tips & Techniques

Sales Tips & Tricks – Quick Reference Guide

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Last Updated 29th September 2020

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NAPOLEON PERDIS MAKEUP PHILOSOPHY Founded in 1992, The Napoleon Perdis Makeup Academy is the original pioneer of Makeup Education in Australia.

We’re here to translate the language of makeup. No matter your level of experience, age, gender, ethnicity or lifestyle, we believe makeup should be fun, for everyone and a personal experience which empowers you to look and feel your very best; from your go-all-out moments, to your off-duty minimal makeup days.

With education at the forefront, each product includes informative and customised pro tips, combined with uncomplicated and educational communication designed to demystify the efficacy of products - minus all the mumbo jumbo.

Broken down into 3 steps, The Napoleon Perdis Philosophy allows you to be in control and set the mood for your look, as well as create a buildable makeover that offers a variety of intensities. Whether you’re looking to add a little or a lot, you’re in control and we’re here to make it happen.

Makeup application done right (and made simple).

1. Skin, Prep & Prime 2. Base, Cheeks & Brows 3. Eyes & Lips Skin, Prep & Prime Consists of all the products you apply first - to make everything that goes on top, look great!

These products are typically used daily for most people, regardless of season/trend, meaning your customers will want to replenish regularly!

Skin, Prep & Prime products should be the first focus of a makeover and should be ‘closed’ FIRST during the sale. Once this stage of a makeover is completed, skin should appear beautifully hydrated, with an even tone and prepped for makeup to last with conditioned, hydrated lips.

Our Skin, Prep & Prime focus products are our Makeup Removers, Cleansers, Primers, Skincare, Serums, Hydrators, Lip Conditioners.

Base, Cheeks & Brows This stage of a makeover begins with creating an amazing base. With a wide selection of base products to choose from, you’ll no doubt find the finish your customer is looking for.

Base, Cheeks & Brow products create an anchor for your customers look and guide you to where to finish (or enhance) the next stage of the makeover.

Our Base, Cheeks & Brow focus products are Foundation, Concealer, Powder, Contour / Bronzer, Blush, Brows.

Eyes & Lips Customise a look to suit your client’s brief; these steps are about enhancing their natural features and creating a story to suit their personal style. Sweep a blend of shadows across the eyes that will sculpt, open and elongate, define the lash lines if more intensity is desired, and add volume to the lashes with a generous coat of mascara. Finish with a lip that enhances the natural colour or completes the colour story per your client’s brief. The choices are endless.

Our Eyes & Lips focus products are Eyeshadow, Eyeliner, Mascara, Lipstick, Lip Pencils, Lip Gloss.

Sales Tips & Tricks – Quick Reference Guide

Last Updated 29th September 2020

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CONCEPT STORE OBJECTIVES Our Concept Stores have three core business objectives to ensure we are successfully growing and achieving our goals – Customer Target In previous years we have missed our goals by needing an additional 2 customers per Store per day. It is important we look at every interaction instore as an opportunity to acquire a new customer or create a sale.

Increase Basket Size The basket size of our customer is crucial to achieving success – every product counts.

Maximising our basket size through education will help you achieve your targets every day, every week and every month.

Customer Service Excellence In a climate of increased competition, customer service can make or break whether your customer becomes a loyal client. Following our formula of the Ceremony of Service and the 3R’s will ensure we provided an end-to-end experience for the customer.

CONCEPT STORE BENCHMARKS Our Key Performance Indicators (KPIs) measure the strength of our business and help us identify areas for improvement. There are 3 primary areas that we evaluate our businesses against company-wide benchmarks – Average Dollar Per Sale This is the average dollar of all of your sales across the period (day, week or month) – this includes customers who have sat with you for a service, and customers who have purchased product without having a service.

Our benchmark for Average Dollar Per Sale is $110 (including GST).

Average Makeover Dollar This is the average dollar of all services performed across the period – this includes all services from Lash Application to Teach Me How To Makeup.

Our benchmark for Average Makeover Dollar is $180 (including GST).

Productivity This is the value of sales you have made per hour worked – calculated by dividing your total sales for the period by the number of hours worked.

Our benchmark for productivity is $195 (including GST).

Sales Tips & Tricks – Quick Reference Guide

Last Updated 29th September 2020

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INTRODUCTION TO SALES Selling is the method you use to assist customers to buy products and/or services.

There are many ways in which we can engage the customer through customer service protocols - the 3R’s build on this, giving us a method to meet the needs (and wants) of the customer.

The selling process involves creating a relationship with customers, identifying the customer’s needs and wants, providing solutions that meet these needs and wants and closing the sale.

Most businesses operate to generate a profit. Businesses make a profit by developing, manufacturing and delivering products and services to customers.

Selling is the process of helping our customers to buy the products and services that we offer, and they need.

INTRODUCTION TO THE 3R’S At Napoleon Perdis we embrace the 3R’s to enhance and streamline our selling techniques and meet the needs of our customers.

3 R’s

The Ceremony of Service

RECRUIT

Find

RETAIL

Greet, Connect, Ask & Listen, Satisfy, Create, Overcome, Close

RECALL

Open & Invite

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Last Updated 29th September 2020

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RECRUITING 3 R’s

The Ceremony of Service

RECRUIT

Find

RETAIL

Greet, Connect, Ask & Listen, Satisfy, Create, Overcome, Close

RECALL

Open & Invite

What is Recruiting?

Also referred to as traffic stopping, door knocking, prospecting, business development, rain making. √ √

New Customers to the business Growing the business

Recruiting involves 3 important activities •

Finding

•

Attracting

•

Engaging

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Last Updated 29th September 2020

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TYPE OF CUSTOMER Walk-by

Phone Referral

Networking

Walk-in

FIND Customer that is observing and may not appear interested in cosmetics Past customers who have had previous services Customer’s friend or relative, or an acquaintance of neighbouring businesses Working in the area – such as neighbouring or local businesses

Customers who enter your store to browse

ATTRACT Amazing presentation, eye contact and enthusiasm Make an offer to visit the store and experience newness Make them feel welcome and included them in the service being provided to their friend/relative Make a well timed and tempting invitation – EG: come into store before/after their shift for a touch-up and lash application Direct to newness or special offers

How do we ENGAGE the customers we have found and attracted?

•

Engaging is about maintain their attention

•

Important to listen and focus on their interests

•

Keep your passion and enthusiasm high

•

Invite them to play with and interact with products

•

The end goal is ‘bums in seats’ – when customers are relaxed in our makeup chairs, time and worries vanish

When To Recruit The best time to recruit and maximise opportunities are normally •

Off peak times – EG: Sunday through to Wednesday, times of low traffic flow

•

When needing to catch up on budget deficits (you will be surprised when you break down a deficit how it’s a small amount of transactions you need to make up the difference)

•

When a new product has launched instore

•

When there is a new Marketing offer or GWP instore

•

Upcoming events

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Last Updated 29th September 2020

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Recruiting Tools •

Offer Experiences - Offering a pampering experience.

•

Offer Education - Offering a Teach Me How to Makeup Lesson (one-on-one or group).

•

Products - Using our top sellers or new products that have been launched.

•

Promotions - New products and gifts are a great enticement for any new customer.

OBJECTIONS TO RECRUITING Typical Customer Objections • • • • •

“I don’t have time”, or “I’m in a rush.”

“No thank you.”

“Not interested.”

“I already have that product.”

“I can’t do that”, or “Can’t YOU do that for me?”

Be prepared to respond •

Acknowledgment - appreciate their time is limited.

•

Offer the customer a service and get their details (ask for their business card) and book them in for appointment.

•

Farewell them gracefully.

•

Step up - talk to them quickly about the current offers.

Sales Tips & Tricks – Quick Reference Guide

Last Updated 29th September 2020

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RETAILING

3 R’s

The Ceremony of Service

RECRUIT

Find

RETAIL

Greet, Connect, Ask & Listen, Satisfy, Create, Overcome, Close

RECALL

Open & Invite

What is Retailing?

Retailing is the sale of goods and services from individuals or businesses to the end-user.

Through the Ceremony of Service we are going to outline the steps involved in successfully retailing to your customer. This is what happens after you have recruited or found your customer.

THE CEREMONY OF SERVICE

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Last Updated 29th September 2020

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GREET First impressions count!

Greet the customer with a warm meeting: “Good Morning/Afternoon, welcome to Napoleon Perdis, my name is _____. How are you today?”

Open with a general question to build that connection with the customer. Acknowledge their response and follow with purposeful questions • • • •

Acknowledge all customers immediately.

Your approach is the customer’s first impression of you and the company.

Emotions are contagious – have fun! It will rub off on your customer.

Be aware of your body language.

ASK & LISTEN Ask open ended questions that demand a more detailed response, then pause (really, sssshhhh) and take a mental note.

Listen in to what the customer is in need of, sometimes they might not know the answer and it’s your job to help work it out.

Active Listening Always repeat back to the customer the needs they have communicated to you. This will demonstrate to the customer that you are actively listening and confirms you understand and are on board with what they require.

Active listening is important in • Establishing the needs and requirements of the customer • Understanding their makeup preferences • Skin type • Lifestyle – are they a mother? Student? In need of a style update?

• Where the customer may sit on the Makeup Metre You need to know how to ask the right questions and keep in mind the 80/20 rule when it comes to this step.

As the Makeup Expert you need to do about 20% of the talking by asking open ended questions and roughly 80% listening to identify your customer’s needs.

Remember if the customer is engaged in an open conversation with you then the customer will feel that you are genuinely interested in their needs and you will have a higher success rate recommending products, they will want to take home with them.

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Last Updated 29th September 2020

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SATISFY Through the art of active listening, you have already demonstrated to the customer your ability to problem solve. Every successful company and/or product has become successful because it has filled a gap or has satisfied a need.

Your ability as an expert is to offer the best solution. Tell the Story of how you can relate to their need and how this product has worked for you. But remember don’t make it about YOU, relating is to make them feel comfortable about their concerns.

When offering a solution to the customer we want to ensure the following products categories are covered – •

•

•

LOYALTY – Loyalty products come from the Skin, Prep & Prime and Base, Cheeks & Brows stages of the makeover. These are the products that, if you prescribe the right ones for the customer, they will return to your store and replenish time and time again. This will increase the Customer Frequency in your store and a loyal clientele.

CONSUMABLES/VARIETY – These are products that customers either use quickly (such as Mascara and Brow Pencil) or want to have options in their makeup bag (such as Eyeshadow and Lipstick). When prescribing these types of products to your customer is it important that you use a product the customer doesn’t currently own or has never seen before.

NEWNESS – These are the products we have recently launched into our range, they are the products that show our customers that Napoleon Perdis is at the forefront of trend and technology. When prescribing the appropriate new released to the customer, you are encouraging them to return to the store to seek newness in the future.

CREATE Create the need for the customer – • • •

Talk to the customer like they already own the product Let the customer hold the product Let the customer use the product

Based on the information you have gathered from the customer after successfully ‘greeting’ and ‘listening’ it is now time to demonstrate your expertise and product knowledge.

It is extremely important to know the key features and benefits of the products and how to sell these to your customers in order to meet their individual needs.

Knowing the product features and benefits will create added value of the products and services to the customer.

Present and demonstrate these with confidence. The customer is looking to you to educate and provide them with a solution to their needs and requirements.

•

Share your natural enthusiasm for the products – it will be contagious.

•

Be confident, positive and above all else, genuine and authentic.

•

Meet the customer’s needs.

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Last Updated 29th September 2020

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Conversation pointer “The Auto Pilot Pre Foundation Primer is an absolute MUST before foundation application, at home put a small amount on the back of your hand and load your brush, then apply along your t-zone and blend the rest down to your jawline.”

At home immediately allows the customer to envision the product in their makeup bag or bathroom at home, creating a sense of ownership.

OVERCOME Objections will be based around the two most limited resources – TIME and MONEY. Time – • Products need to be multi-purpose • Create the perfect application • Be easy to use Money – • Highlight value and benefits • Justify the investment • Help the customer build their collection If you cannot overcome the objection – • You may have failed to connect with the customer • You may have failed to identify their needs correctly • You may have failed to establish ownership of the product Persuasion techniques to educate the customer on your professional recommendations – 1. Focus on what’s in it for them 2. Give the customer two choices 3. Highlight the recommendations they have agreed with 4. Give an example of how the products have worked well for you or your customers 5. Elaborate on Marketing or limited edition offers 6. Focus on the customer’s needs 7. Talk benefits and advantages first

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CLOSE If a customer has made the decision to walk into a Napoleon Perdis environment, there is intention to make a purchase and/or experience our products and services.

What questions should we ask to close the sale?

• •

Out of these amazing products you have tried and loved, which would you be taking home with you today?

I will give you a moment to decide which products you would like to purchase

Once you have successfully followed the selling steps, closing the sale is easy.

A recommended Napoleon Perdis closing question to be used with all sales is Out of these amazing products you have tried and loved, which would you be taking home with you today?

Allow the customer a moment to decide, smile and don’t talk!

Positive response - validate their purchase and congratulate them on their decision. Let them know that you will get this organised for them now and direct them to the point of sale (POS) counter.

Unsure response - If the customer requests for you to write down the products for them, reply - ‘Certainly, I will give you a moment to decide what you would like to take home with you now, and I will gladly write the rest of the products down for you that we used today.’

CUSTOMER SERVICE TIP: Check each product to make sure the correct item is in the box and is not damaged or faulty.

If the customer has purchased a pressed powder such as a Camera Finish Powder Foundation or Mosaic HarmonyPowder, show them the product is in perfect condition prior to placing it in the bag.

Say ‘Thank You’

Sales Tips & Tricks – Quick Reference Guide

Last Updated 29th September 2020

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RECALLING

3 R’s

The Ceremony of Service

RECRUIT

Find

RETAIL

Greet, Connect, Ask & Listen, Satisfy, Create, Overcome, Close

RECALL

Open & Invite

OPEN Our goal is for 60% of our business to be generated by service, we want to turn a one-off customer into a long-term client. This in turn will improve the frequency of our customers visits. At Napoleon Perdis we don’t just close the sale, we open a relationship! It is important that our service extends beyond the point of sale- HOW? Through our Clientele practices.

Hand the products to your customer. Remember to thank your customer for their business and welcome them back into store and/or express to them that you look forward to seeing them again soon

INVITE Why is follow up so important?

Follow up is used as a customer service strategy to ensure that the customer was • • •

Happy with their purchases, Happy with the service they received Given an opportunity to discuss any concerns or questions

Follow up is an essential activity that o o o o

Delivers excellent customer service Creates loyalty Leads to future sales Highlights Napoleon Perdis as a customer centric brand

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What guidelines should we use to follow up?

It is essential to follow up all customers with a courtesy call within 7 days after their initial purchase.

You must always be mentally prepared. Have a check list or script ready, your team may already have a system in place.

The main objective when recalling is to keep the relationship with the customer open.

Speak clearly, confidently, personalise your call by referring to your customer by name and know the products which they purchased.

Always remain brief and to the point, while showing enthusiasm for the purpose of your call.

Recalling Tips and Techniques – 1.

2.

3.

4.

Know why you are calling Prepare a script Be in the mood Be yourself and establish a personal connection

What happens next…

Before you end the call, determine the next step for your interaction with the customer. This is essential to building the customer relationship and providing a service to them.

Establish whether the next step is o o o o o o

An in-store service An in-store event Additional product information or assistance Extra application tips To introduce a new product or service Calling again at an appropriate time

Whatever it may be, be clear about it, and get the customers permission for what you plan to do.

If your main intention is to help customers, not only will you find it easier to call, the customer you talk to will be more receptive to your call.

Sales Tips & Tricks – Quick Reference Guide

Last Updated 29th September 2020

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