# Experience specialist

# Introduction

# Description

The buying experience is the most important part in selling a watch. The service we provide will be a customer’s lasting perception of Rado. To reach and engage a customer and to leave a lasting impression we need to enhance the purchasing journey by proper preparation of ourselves and our boutique (visual merchandising), providing an excellent sales experience (sales techniques) and after sales service (customer service and customer care).

# Objectives

After completing this course you will be able to

1. provide outstanding sales service in an excellent environment
2. optimise the Rado presence in a highly competitive environment
3. ensure the customer has a positive experience and a good lasting impression of Rado

# Get set for successful selling

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# Customer Experience: Key to success

Sales service is not merely an exchange of products and money. Customers do not just buy a product, they perceive the entire process as an experience. We need to provide every customer with a memorable sales experience from the moment they step into our boutique until they leave.

How can we ensure this? We need to take the following into account:

##### CUSTOMER

##### SALES PERSON

##### ENVIRONMENT

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# The Customer: The most important person in the sales process

The customer is at the heart of the sales process, everything we do is to satisfy their needs. Understanding the customer and their expectations and adapting your approach accordingly is key.

# WHO IS THE RADO CUSTOMER?

- Every person can be a Rado customer.
- We have a complete range of watches suitable for everyone.

# WHAT DOES THE RADO CUSTOMER WANT?

- A unique shopping experience.
- Personalised service, specially tailored to their needs.
- To feel understood, supported and recognised.

# WHAT IS YOUR ROLE TOWARDS THE CUSTOMER AS A RADO SALES PERSON?

- Understand your customer, their expectations, needs and requirements.
- Adapt your approach to fit specific needs (how you approach the customer, your speech, your arguments etc.).
- Meet customer needs and expectations, satisfy your customer by managing towards yes.
- Put the customer at the centre of the entire sales process.
- Always put the customer first, not the product as the focus, but the customer.

# Did you know…

that through online research today’s customer is well informed about products and prices as well as key product features? As salespeople, we also need to be prepared.

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# Sales staff: preparation and training

A Rado sales person represents Rado in front of the customer and acts as an ambassador. Your appearance and attitude towards the customers is crucial for our success.

# What do you do as a Rado sales person?

Remember: as a sales person, it is your role to ‘manage towards yes':

- Convert visitors into satisfied buyers.
- Help customers to choose the right watch from over 400 different Rado watches, 10 product families, different material types, styles, colours.
- Represent Rado in front of the customer.

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# What is your appearance and attitude?

#### Appearance

Perfect appearance (carefully-chosen clothes, accessories, well “groomed”)

#### ATTITUDE

- Welcoming
- Friendly, polite, patient
- Knowledgeable, helpful and trustworthy
- Empathetic and a good listener
- Passionate and enthusiastic about Rado
- Open and honest
- Clear and concise communication (avoid jargon)

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# Preparation and training: Remember the 5P's

# GET SET FOR SUCCESS

#### remember the 5ps

Proper
Preparation
Prevents
Poor
Performance

## KNOWLEDGE IS POWER So make sure that you know and understand:

- Brand, products and materials ( Source: Training sessions, material brochure, website www.rado.com, Rado Collection Book etc.)
- Your boutique, where things are stored, how things are done ( Source: Your colleagues and store manager, store operations manual etc.)
- Your offer, know which products you have in the boutique (models, styles, colours, sizes and options available)
- Competitor brands and products
- Current situation and future trends
- The sales process
- Store operations and how you perform them

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# Here to help you

Rado has useful tools to

- Help you learn and refresh your product and materials knowledge
- Support you during the sales process
- Present watches in a way that shows their value

# Collection book

Contains all information for sales staff:

- Product information on the current collection (product families, references, product features in form of pictograms etc.)
- Pictograms and their meaning
- Materials information
- Customer Service information

# Consumer catalogue

Contains relevant information on brand and products for the customer.

# Website

The Rado website is an excellent knowledge source about brand, products, materials, tennis, ambassadors.

www.rado.com

# INSTRUCTION MANUAL / OPERATING INSTRUCTIONS CARD

The instruction manual and operating instructions card contain relevant information for the customer:

- Product information on materials and movements
- Guarantee guidelines and the Service Centre addresses
- Operating instructions for all watches

# PRODUCT ENVIRONMENT

Always use Rado materials when you present the product to the customer.

- Rado gloves
- Rado presentation tray
- Mirror

# Packaging

Only use Rado packaging to hand over watches to the customer.

# Bracelet shortening kit

The shortening device includes all necessary tools to shorten ceramic bracelets.

How to shorten bracelets is explained further below on chapter "Customer Service", page "Bracelet shortening" and also on our @CS extranet solution.

# Did you know…

that the consumer catalogue, the user manual and the warranty description is available for download on service.rado.com?

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# Environment: Preparation and organisation

The boutique and how the products are presented convey the message of beauty and quality that sets Rado apart from other brands. In a perfect environment you will be able to communicate our core messages of quality, durability and design to customers.

# VISIBILITY

In a highly competitive environment, the visibility of our brand is crucial to our success:

- Find the best location to present Rado, outside and inside the shop.
- Make the presentation visible, impactful and recognisable.
- Use correct and appropriate merchandising materials, be consistent in presentation to make a good impression.

## Section divider

# Environment: Remember the 5P's

# GET SET FOR SUCCESS

## remember the 5ps

Proper
Preparation
Prevents
Poor
Performance

- Check your stock, if necessary place your orders for replenishment
- Clean the display, counters, showcases and windows
- Clean the watches with a special cleaning cloth provided by Rado
- Use the correct visual merchandising materials
- Decorate the counters or watch displays according to the product presentations guidelines

# Visual Merchandising Guidelines & POS material

## Section divider

# Introduction

# “YOU NEVER GET A SECOND CHANCE TO MAKE A GREAT FIRST IMPRESSION.”

The way you present our beautiful products is of utmost importance and directly affects the first impression a customer has of the Rado brand. It is the one deciding factor that sets Rado apart from the competitors and emphasises our unique design. We do not want to be one out of many but the one that stands out in a positive way.

Unique design does not only apply to our watches but extend to every detail of the product environment. This Visual Merchandising Guideline has been created to help you highlight and organize the Rado timepieces the right way and in line with our campaign and corporate identity.

The implementation of the guideline will positively influence your point of sale and your sales strategy.

Let our customers feel the Rado difference!

Main exhibition area with positive influence on the point of sale

1. Shop window
2. Backwall unit with product showcase
3. Counter showcase

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# Rado Collection

# Right product – Right place

This is the key combination to increase sales at the POS. Understanding how the current Rado collection is structured will help you get organised and gives to the end consummer a clear overview of the Rado offer.

To help you through this process, we have created two categories listed in the order of priority:

#### Priority One

- Captain Cook

- Centrix

- True Square

- True Round

- DiaStar Original

- Anatom

#### Priority Two

- HyperChrome

- Florence

- Integral

To help you through this process, we have created three categories listed in the order of priority:

#### Priority One

- Captain Cook
- Centrix
- True Square
- True Round
- DiaStar Original
- Anatom

#### Priority Two

- HyperChrome
- Florence
- Integral

#### Priority Three

- DiaMaster
- Coupole

# POS decoration guidelines

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# Basic rules

- Only use Rado displays & accessories
- Always find the best location for the brand
- Position the shelf around the client’s eye level
- Focus on new product advertised
- Highlight the key products that are being advertised
- Display the watches in clear groups, by family
- Use Rado gloves when handling the watches
- Ensure perfect lighting
- Always keep watches and displays clean
- Keep windows clean

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# Window display

# Concept

- Linear watch arrangement
- Each watch family forms one group
- Create logical sub-groups within the watch families / see step 2 and additional rules

# Preparation

- Always try to get additional display space to present the entire Rado collection available in the POS
- Place appropriate Rado display element in order not to overload the decoration
- Please follow the maximum number of watches per display
- If the display space is limited, it is very important to rotate the collection in order to show as many of the models as possible

1

# Step 1

- Sort by watch family
- Define the main highlight

2

# Step 2

- Create logical sub-groups within the watch family by colour, material or movement
- Use appropriate Product Plates
- Only use Rado C-Clips

3

# Step 3

- Define the position of the main highlight
- Continue and complete this watch family
- Follow the linear watch arrangement

4

# Step 4

- Small gaps between the watches within the same family

5

# Step 5

- Clear separation of the watch families

6

# Step 6

- Size arrangement: largest watches to the left, smallest to the right

# Result

- Linear watch arrangement
- Each watch family forms one group
- Logical sub-groups within the watch families
- Authorised Retailer Plate next to the display

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# Additional rules

- The main highlight should be related to the visual

- Use Watch Stands Cushion to emphasise new or high-end products

- The dials of the watches must be horizontally aligned

- Use a displaced watch arrangement within the sub-groups to differentiate the watches

- Place maximum 4 watches in the same groove within a watch family

- Place the Product Plate next to the related watch
- Avoid hiding other watches with Product Plates

- The Bridge Watch Holder emphasises watches with leather straps

- Keep a small gap between the display base and the tablet
- Add an extra tablet (Ref. No. 78.2730.080) if the exhibition space allows

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# Hints

- Insert the price tag into the holder

- Close leather strap watches with the watch clip to put them on the C-Clip

- Lift the visual to exchange it

- Use C-Clips with mirrors to highlight automatic watches with transparent case backs

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# Counter display

# Concept

- Linear watch arrangement
- Each watch family forms one group
- Create logical sub-groups within the watch families / see step 2 and additional rules

# Preparation

- Always try to get additional display space to present the entire Rado collection available in the POS
- Place appropriate Rado display element in order not to overload the decoration
- Please follow the maximum number of watches per display
- If the display space is limited, it is very important to rotate the collection in order to show as many of the models as possible

1

# Step 1

- Sort by watch family
- Define the main highlight

2

# Step 2

- Create logical sub-groups within the watch family by colour, material or movement
- Use appropriate Product Plates
- Only use Rado C-Clips

3

# Step 3

- Define the position of the main highlight
- Continue and complete this watch family
- Follow the linear watch arrangement

4

# Step 4

- Small gaps between the watches within the same family

5

# Step 5

- Size arrangement: largest watches to the left, smallest to the right

6

# Step 6

- Clear separation of the watch families

# result

- Linear watch arrangement
- Each watch family forms one group
- Logical sub-groups within the watch families
- Authorised Retailer Plate next to the display

## Section divider

# Additional rules

- The main highlight should be related to the visual

- Use Watch Stands Cushion to emphasise new or high-end products

- The dials of the watches must be horizontally aligned

- Use a displaced watch arrangement within the sub-groups to differentiate the watches

- Place maximum 4 watches in the same groove within a watch family

- Place the Product Plate next to the related watch
- Avoid hiding other watches with Product Plates

- The Bridge Watch Holder emphasises watches with leather straps

- Use C-Clips with mirrors to highlight automatic watches with transparent case backs

## Section divider

# Hints

- Insert the price tag into the holder

- Close leather strap watches with the watch clip to put them on the C-Clip

- Lift the visual to exchange it

- For large counter showcases, use a combination of Displays Counter A & B

Knowing the customer takes place throughout the sales process and begins as soon as they are welcomed into the store. By showing observation and openness, you will obtain from the first minutes of interaction many indications which will help you to accompany the customer in the choice of the watch which suits her/him.

# Selling skills introduction

# Description

The aim of this training module is to give you the keys to feel comfortable with all customers, being clear on the selling techniques and trained to usual selling situations.

This training is divided into two parts:

1. What will help to know the customer: typical profiles of customer, key skills.
2. What will help to sell the products: selling techniques, key skills.

For simplicity sake, we will refer to the customer as 'her' throughout the entire module.

# Objectives

At the end of this training, you will be able to:

1. Recognize our typical customer and be able to adapt
2. Be aware of the skills expected to sell
3. Be familiar with the selling process steps

Let's start from the beginning: how to discover our customer?

# Discover your customer

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# How to know your customer?

Knowing how to sell is above all being able to quickly and accurately understand who the customer is, what motivates her, what will seduce her among the collections and models. Also, one of the keys to a salesperson's success is the knowledge she/he develops of her customer.

Beyond the standard sales techniques, these are strategic skills with which you will become familiar.

## Strategic moments to learn about the customer

Knowing the customer takes place throughout the sales process and begins as soon as they are welcomed into the store. By showing observation and openness, you will obtain from the first minutes of interaction many indications which will help you to accompany the customer in the choice of the watch which suits her.

#### Customer discovery

##### welcome

##### Approach

##### CUSTOMER MOTIVATIONS

##### PRODUCT PRESENTATION

##### OBJECTIONS

##### CLOSING

##### SELLING MORE

##### CONFIRM & FAREWELL

#### Sales support

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# Different types of profile

To help you in your observation task, we have identified 5 standard profiles which you can rely to know the customer and her expectations toward the brand and your services. You will also use them to adapt your speech and arguments when you present the models.

However, do not forget that each client is unique and that it would be counterproductive to "place" them in an airtight profile.

1. The Trendsetter
2. The "Gifter"
3. The Sporty
4. The "Watch enthusiast"
5. The Rado Fan / classic lover

The categories chosen to describe these types of profile (lifestyle, shopping habits, purpose of shopping, brand attractiveness & loyalty, attraction to watches, expectations) help you have an idea of the points to observe and dig into to get a fair and targeted idea of your interlocutor, whether the client you are advising is one of these standard profiles or not.

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1

# The trendsetter

Lifestyle

Emphasis on style and being in trend. Technologically savvy, is an active social media user.

Shopping habits

Looks for design orientated information via social media channels, interested in trends, styles and celebrities.

Purpose of shopping

Looking for new accessories to look good and be on-trend.

Brand attractivity & loyalty

Latest collections with special edition colours or designs.

Attraction to watches

Design, celebrity testimonials, limited editions, diamonds.

Expectations

Communication channels about the brand with many visual references; follows which celebrities are spotted wearing the watches.

### What should you be aware of when dealing with a "Trendsetter"?

The trendsetter wants to be fashionable or a fashion influencer. She likes to differentiate herself from others by her style while following the fashion icons and ambassadors she venerates. Her watch is an accessory that makes her unique, while being trendy. It must match her wardrobe. She is looking for the latest novelties.

What does she expect of you?

- She expects you to be aware of the latest trends (colours, shapes, materials...). You need to know about new arrivals and limited editions.
- To align your pitch with hers, you need to know the brand ambassadors and the celebrities who wear our watches.
- You must also be able to highlight any partnerships with well-known designers who have collaborated on the design of the product.
- The watch adapts to her style.
- Your speech is above all based on being emotional.

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2

# The Gifter

Lifestyle

Working professional that has financial stability. Loves to spoil herself as well as loved ones with gifts.

Shopping habits

Likes to present surprises. Wants purchases to be special, e.g. for a special occasion. Concerned if receiver will like it or not.

Purpose of shopping

Gift for herself. Gift for family and friends for special occasions.

Brand attractivity & loyalty

Recurring customer because of brand confidence and positive customer experience.

Attraction to watches

Gift receiver likes the brand. Value for money.

Expectations

Product offerings based on gender, materials, size and price range.

### What should you be aware of when dealing with a "Gifter"?

It's the perfect customer for upsells and couple's watches. She walks to the heart and needs to be reassured about the adequacy of her gift with the recipient. Your customer will be satisfied if the recipient of the gift is happy. So you should aim to satisfy both.

What does she expect of you?

- You must be an active listener and use your investigative skills to find out who the gifter is and why she is making a gift. You also have to know who will wear the watch to help her choose the most suitable model for them.
- You act as an advisor and position yourself in the shoes of the person who will receive the watch.
- The emotional part of your argument is important.
- You can take advantage of her desire to please by offering her additional products (especially a watch for a couple)

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3

# The Sporty

Lifestyle

Pragmatic and has a practical approach in making decisions. Functionality is a priority, including after sales services.

Shopping habits

Focuses on practicality. Budget conscious. Looks for value for money.

Purpose of shopping

Needs a watch that is useful/fits her lifestyle, e.g. sports. Buys a watch within her budget.

Brand attractivity & loyalty

Convinced by the high-tech materials that Rado uses.

Attraction to watches

Functionality
Versatility
Durability
Price range

Expectations

Good products and overall services during purchase and after-sale.

### What should you be aware of when dealing with a "Sporty"?

The Sporty is ready to invest in a watch that can accompany her in each of her activities, including sports. The functional and practical aspects take precedence, although the aesthetics of the product contribute to the purchase.

What does she expect of you?

- You will convince her by showing the technical features of the product.
- You must be able to answer her questions about new technologies and the resistance of materials.
- She wants to be reassured about the durability of her purchase. Introduce her to warranties and after-sales services.

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4

# The Watch Enthusiast

Lifestyle

Likes technical aspects of watches, keen to know how objects are designed and produced.

Shopping habits

Researches a lot on watches by materials, design and history before purchasing.

Purpose of shopping

Looks for details in watches. Wants uniqueness.

Brand attractivity & loyalty

Gathered enough knowledge of the brand through researches and reviews.

Attraction to watches

For collection, e.g. limited editions, special materials, design or complications.

Expectations

Sales staff that is very knowledgeable that can provide in-depth product explanation.

### What should you be aware of when dealing with a "Watch enthusiast"?

This customer profile is passionate about watches. She is very well informed about the brands, the technologies used, the differences between the collections. For her, every detail counts. As precious treasure, each watch must be unique and makes her feel unique.

What does she expect of you?

- To support her reflections, you must know perfectly the history of the brand, its visionary, experimental, revolutionary, and irreproachable qualities.
- You must be able to describe the manufacturing process and production details.
- You know the collaborations with renowned designers and can highlight the avant-garde technologies used.

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5

# The RADO fan / Classic lover

Lifestyle

Likes Rado and knows the brand very well. Sees buying a watch as an investment that lasts for a lifetime. Strong believer of Swiss-made quality.

Shopping habits

Prefers evergreen, classic designs which everyone recognises. Once a brand catches her interest, will sign up for newsletters and follows all the social media channels; is informed about all promotions.

Purpose of shopping

To own a watch that is a ‘all-rounder’ that fits the buying budget.

Brand attractivity & loyalty

Has been following Rado communication for many months/years, hence knows the brand very well.

Attraction to watches

Might or might not already own a Rado.

Expectations

To buy a watch that people recognize/status symbol.

### What should you be aware of when dealing with a "Rado fan"?

Unbeatable on the brand, the Rado lover follows its evolution closely. Through Rado, she seeks to assert her social status and wants to invest in a watch whose design is iconic and easy to recognise. First purchase or not, it's an investment for life, a wearable watch for any occasion.

What does she expect of you?

- You must know the classics and be able to explain why they have become iconic.
- You are able to identify your customer to offer her the product that will accompany her over time. She must not get tired. The timelessness and versatility of the model are prevalent characteristics.
- You must reassure her about the durability of the product and the quality of production (Swiss made).
- You are dealing with a customer who is very well informed about the brand, its promotional advantages and current offers. She may also be taking this opportunity to make her first purchase. You accompany her in this important step.

Despite profile similarities, each client is unique. You must be able to adapt to each one of them.

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# Personality and interpersonal attitude

Some soft skills that will help you open up to your client and learn more about her

##

Adapt to the client by noting identification clues (languages, intonation, gestures)

- Observe the customer and try to find information that might be useful for you to start a conversation. e.g. it is a hot day, invite the customer into the boutique for a seat and a refreshment drink.
- Adapt your langage to customers, e.g. if the customer knows a lot about watches, talk to her with more technical details. If the customer knows little about watches or technical details, take the time to explain in plain words.

##

Put yourself in the customer's shoes and understand what is most important to her in her request

If the customer does not know a term or complication of watches, e.g. a chronograph, but is looking for a sporty looking watch, explain about chronograph functions, and propose different options of sporty watches.

##

Invite the customer to talk, question her to learn more about her needs, go ahead of her expectations

Actively engage conversation in a friendly but not pushy way with the customer; try to build a relationship and connect. Carefully pick up the needs of the customer, what she is looking for and provide necessary assistance.

##

The customer needs to feel recognised and considered

Greet the customer with a sincere smile and eye-contact, be ready to offer assistance by giving space to the customer – stay close but don’t ‘tail’ her.

# DEFINE CUSTOMER MOTIVATIONS

## A key step of the selling process

Researching the customer's motivations is an essential step in the sales process. Once contact has been established and a climate of trust established, discover what motivates your customer to visit our store and the reasons that could motivate a purchase.

#### Customer discovery

##### Welcome

##### Approach

##### CUSTOMER MOTIVATIONS

##### PRODUCT PRESENTATION

##### OBJECTIONS

##### CLOSING

##### SELLING MORE

##### CONFIRM & FAREWELL

#### Sales support

Be complete and neutral in the collection of information, without cultural filters or filters of interpretation.

Every customer is unique, hence should be treated as such. Actively listen to the customer to clearly understand her needs.

Active listening

Validate your understanding of the client's expectations and needs, encourage the client to say more.

Reassure the customer that you have understood her by rephrasing and ask for confirmation. This could encourage the customer to elaborate more and take the conversation further.

Rewording

Know how to ask the right questions at the right time to obtain broad information.

- Clarify a point of detail or conclude, leave a choice within a restricted framework, move the dialogue forward smoothly, clarify the client's thinking.
- Ask questions relevant to the topic that the customer is talking about; engage an active conversation by repeating the information to summarise what the customer has said.

Questioning

# Personality and interpersonal attitude

Some soft skills that will help you open up to your client and learn more about her

##

Be present for the customer and propose a solution to her request.

Listen and pay attention to what the customer wants, and recommend a few models that match the key information from the customer.

##

Take a real interest in the customer, do not leave a shadow in your speech, and adapt to the customer's speech.

Ask open-ended questions that help to gather more information.

##

Seller's commitment to the customer: motivation, determination, enthusiasm.

Maintain the same enthusiasm for all customers; respect and treat all customers the same, even if they do not intend to make a purchase, and only want to browse around.

# Did you know?

The better you know the customer, the easier the choice of model will be. The customer will be convinced and open to purchase.

# Make sales

## Product presentation

Your support to the purchase decision begins with the model presentation phase. You must assert your expertise and adapt your arguments to the client, according to the information and motivations gathered in the previous steps.

#### Customer discovery

##### Welcome

##### Approach

##### CUSTOMER MOTIVATIONS

##### PRODUCT PRESENTATION

##### OBJECTIONS

##### CLOSING

##### SELLING MORE

##### CONFIRM & FAREWELL

#### Sales support

# Personality and interpersonal attitude

Some soft skills that will help you open up to your client and learn more about her

##

Fully satisfy the customer by providing her with a personal response, adapted to her alone in substance and form, so as to guarantee her the best possible experience.

Be attentive to the customer and make her feel that she is a unique customer like no one else. Understand the needs and present the options that match what the customer is looking for.

##

Know the products, show expertise and present them.

- Be familiar with the technical characteristics of each product
- Differentiate the collections by pointing out their features and benefits
- Present the products with emotional value

##

Be able to popularise the technical elements and adapt to the client's level of understanding.

# Did you know?

The more you know the models, the more you will be comfortable in front of your customers, you will be able to answer their questions and convince them.

## Section divider

# HOW TO DEAL WITH OBJECTIONS

## Calm, patience and perseverance

The dreaded step in the sales process! The client raises objections, counter-argues your proposals, does not seem convinced by your explanations.

Your attitude can tip the buying decision right or wrong.

#### Customer discovery

##### Welcome

##### Approach

##### CUSTOMER MOTIVATIONS

##### PRODUCT PRESENTATION

##### OBJECTIONS

##### CLOSING

##### SELLING MORE

##### CONFIRM & FAREWELL

#### Sales support

You should see objections as a positive opportunity to better understand the customer's expectations. Listen to her attentively.

Questioning and rephrasing techniques can also be used at this stage.

Active listening

Rewording

Questioning

# Personality and interpersonal attitude

Some soft skills that will help you open up to your client and learn more about her

##

Techniques, words, and attitudes allowing to keep the relation in balance and to sublimate it: determination without aggressiveness, affirmation with serenity.

Talk about the product features and advantages (Product module), also incorporate what you have learnt from the Brand, Materials and Experience modules.

##

Innovate and act to satisfy the customer despite obstacles and objections, be determined and resolute.

If the customer disagrees with your argument, e.g. she thinks another brand is better, re-emphasize on the features and benefits of our products which the others do not have, yet gracefully accept the customer has the right to maintain her opinion.

##

Put yourself in the customer's shoes and understand what is most important to her in her request.

If the customer does not know a term or complication of watches, e.g. a chronograph, but is looking for a sporty looking watch, explain about chronograph functions, and propose different options of sporty watches.

##

The customer needs to feel recognised and considered.

Even in delicate moments, your client must feel recognised and supported in her choices.

## Section divider

# End of sales

Your client seems interested in a particular model. Now is the time for you to close the sale. From choosing the model to taking leave, your client needs to feel supported. You have to encourage her to come back, to build up loyalty. Just as important as the welcome, the last minutes spent in your company and the greetings should leave her with the most pleasant memories.

#### Customer discovery

##### Welcome

##### Approach

##### CUSTOMER MOTIVATIONS

##### PRODUCT PRESENTATION

##### OBJECTIONS

##### CLOSING

##### SELLING MORE

##### CONFIRM & FAREWELL

#### Sales support

# Personality and interpersonal attitude

Some soft skills that will help you open up to your client and learn more about her

##

Establish continuity in the relationship from welcome to final greetings.

Remain polite and helpful from the moment you make eye-contact and speak with the customer. Even if the customer chooses not to make any purchase, the same attitude should remain till she leaves the POS.

##

Pay attention at all times of the relationship in order to create a positive atmosphere that gives a feeling of well-being.

Congratulate the customer on her choice.
Introduce her to the warranty and talk about after-sales service.
You have to make her feel that Rado is by her side even outside the store.

##

Deliver on promises to increase customer loyalty.

If there is follow-up required, e.g. ordering of replacement.

# How to take care of a Rado watch

## Section divider

Rado watches are durable products. When used normally and with care, a Rado watch will retain its beauty and shine for many years to come, thanks to the high-tech, scratch-resistant materials used to make it.

## recommendation

To keep the watch (as long as possible) in good condition, we recommend the following (preventive) measures:

- Cleaning it periodically with lukewarm, slightly soapy water is especially recommended if the watch has been in contact with salt water or cosmetics.
- Using a microfibre cloth for cleaning.
- The unique Rado materials can – in extreme circumstances – be damaged by similar hard materials or even harder substances. Hardmetal, sapphire glass, high-tech ceramic and high-tech diamond are scratch-resistant, but not indestructible.
- Contact with sandstone, sandpaper, nail files, granite surfaces, concrete walls etc. should be avoided as such materials contain hard substances such as diamond, corundum, metal oxide and quartz crystal and could lead to scratches.
- Ceramic watches must be treated with care. They should not be dropped and sharp knocks should be avoided. If hit hard enough, the materials may break.
- To preserve the condition of the leather strap for as long as possible please avoid contact with water, dampness, prolonged exposure to sunlight or with greasy substances and cosmetic products.

Remember that regular maintenance also helps to preserve the beauty and longevity of a Rado watch.

# Customer care & communication

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# CUSTOMER EXPERIENCE FROM A-Z

An existing customer has very specific expectations when he gets in touch with Rado. He usually has a specific enquiry regarding the product he purchased, which may be somewhat older now.

- The first thing to do is to address the customer, understand his needs and show him that we are taking him and his needs seriously. We listen to him.
- If the customer feels like we are addressing him, this allows us to establish a relationship with him. The more he identifies with us and our service, the more the customer will talk about Rado.
- Any contact with a customer service representative allows us to show him the new face of Rado and generate his interest in our current products.
- If the customer feels comfortable, this happens almost automatically and we not only create a happy customer but also an ambassador for Rado.

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# COMPLAINTS

The methods of offering the customer an experience apply even more so for complaints. The customer contacts us with a negative attitude, but also has a clear expectation. By listening to the customer and catering to their needs, we create a good basis for steering the conversation in a positive direction.

The key

Show that you are listening & understand their concerns.

This approach generally opens up new opportunities when handling complaints and willingness to compromise increases.

Annoyed customers, in particular, initially have excessive expectations and try to exert pressure. If we take them seriously from the beginning and listen to them, it will be possible for us to find a common path with the customer.

This honest and sensitive approach is highly valued by customers and, despite the original “problem”, they are often happy and you part ways on a positive note.

# STRATEGY AND TACTICS

- Allow the customer to explain the situation.
- Listen carefully without interrupting and let the customer finish.
- Show empathy and show that you take the complaint seriously.
- Customer complaints are very emotional, put yourself in the customers' position.
- Never take a complaint personally - success in handling complaints is based on your personal attitude.
- Ask questions to get as much information as possible to determine the extent and central issue of the problem.

- Summarise the conversation to ensure you have understood the problem correctly.
- Time is an important parameter, solve the issue as quickly and efficiently as possible.
- Provide correct information to the customer on the problem, how it can be solved, the time it will take and how much it might cost.
- Keep the customer informed about the process.
- Reassure the customer that you will now deal with this issue personally until it is resolved.
- Follow up to ensure the efficient handling of the case after the customer has left.

# Did you know…

that out of 100 unsatisfied customers, only 5% complain.
Out of these 5% that complain 50% are happy with the response and tell this to one other person.
50% are unhappy with the response and tell this to 11 other people!

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# AUTHORISATION FOR A SERVICE IN ADVANCE

We can shorten the waiting time for customers right from the moment we receive a repair request.

When in contact with a customer who has a watch requiring repair, the situation can be assessed with just a few questions:

- What defects is the watch displaying?
- When was the watch purchased?
- Has the watch already been serviced?

This often involves watches that are more than five years old or situations where no servicing has been performed within the same period of time. If this is the case, a more comprehensive service is most likely required. The same approach applies to battery changes for quartz watches if the watch has not been serviced for more than two years.

Using this information, we can provide the customer with professional advice via the Rado Service and request an amount for authorisation, based on the Rado service prices. The current service price list can be found on service.rado.com/.

This approach allows us to speed up the service while also preventing misunderstandings and administrative workload.

To acquire in-depth service expertise, Rado offers advice and training for sales and service personnel. Contact the Customer Service department at Rado Switzerland for more information.

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# CONTACTS

Rado has an international service network and many authorised Rado Service Centres, which ensure a reliable service worldwide.

service.rado.com

Customer meetings can be intensive, especially when you go into technical detail. Thanks to the Internet, customers today are already well-informed before their visit. There are also times when we are unable to answer our customers’ questions straight away. This is no reason to worry as Rado is there for us.

You can find information on the Rado Service in the collection book and the local Customer Service department always has access to our customer care handbook on the Rado extranet.

cs.rado.com

If you are unable to find the desired information, you can reach the Rado Customer Service department in Switzerland by telephone and e-mail. We are happy to take on the concerns of our customers and provide information in a quick and professional manner.

# What customers ask

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# Precision of a watch

Customers particularly ask this question in relation to mechanical watches. Every calibre has its own tolerances, which lie in the range of a few seconds, but a maximum of 20 seconds per day. The precise accuracy values per calibre can be found in the collection book and customer care handbook.

However, one thing is clear – a Rado does not run slow!

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# CERAMIC, SAPPHIRE AND HARDMETAL

In extreme cases, the unique Rado materials can be damaged by materials with a similar hardness or by even harder substances. Although hardmetal, sapphire crystal, ceramic and diamond are scratch resistant, they are not indestructible.

Contact with sandstone, sandpaper, nail files, granite surfaces, concrete walls or similar should be avoided, as such materials contain hard substances such as diamond, corundum, metal oxide and quartz crystal and can also cause damage to resistant Rado watches.

Protect against impacts

Ceramic watches should not be dropped and severe impacts should be avoided. Although ceramic is scratch resistant, extremely hard objects have a greater risk of breaking based on the laws of physics.

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# WATER RESISTANCE

To ensure complete water resistance, we recommend having the watch inspected once a year by a certified Rado service partner. The seals used, which prevent water from penetrating the watch, change and age over time. External influences such as saltwater, perfume, creams, sweat, heat, and cold can accelerate this process.

A water resistance test only takes a few minutes and is performed free of charge at Rado Service Centres.

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# MAGNETISM

Nowadays, we are surrounded by an array of magnets. They can be found in mobile telephones, computers, hairdryers and other electrical equipment.

Mechanical watches, in particular, are sensitive to magnetism and can gain a magnetic charge on repeated contact.

The effect of magnetism is usually that the watch runs very fast, or even stops in extreme cases. However, there is no need to worry as every Rado Service Centre can demagnetise the watch within minutes, without causing any lasting damage.

The latest movements from Rado, as you can see, for instance, in the new Captain Cook High-tech Ceramic, contain an antimagnetic Nivachron™ hairspring. This makes the Rado watch 20x less sensitive to magnetism.

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# BRONZE WATCHES

Unlike our high-tech materials, bronze changes over time and develops a patina, a naturally occurring protective layer, when in contact with oxygen.

Bronze can darken different degrees depending on wearing habits and environment. However, the watch always becomes unique to its wearer.

It is possible that buyers of this watch are not aware of the natural change to bronze and so contact a service centre to complain about this changed surface as a defect.

We explain to the customer that the discolouration is a desired effect and not a defect:

Bronze is the oldest alloy produced by man. The surface of bronze changes and develops a patina over time. This surface change is desired and gives each watch a unique appearance based on how the watch is worn by its wearer.

# Rado Service & Maintenance

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# CARING FOR A RADO WATCH

Rado watches are long-lasting products. With normal use and care, a Rado watch retains its beauty and shine over many years thanks to its scratch-resistant high-tech materials.

To keep the watch in good working order, we recommend paying attention to the following points:

- Regular cleaning with lukewarm, slightly soap water is particularly recommended if the watch has come into contact with saltwater or cosmetics.
- Use a clean microfibre cloth for cleaning.
- We recommend that the customer has their Rado watch tested for water resistance at a Rado Service Centre each year to prevent expensive repairs. This test only takes a matter of minutes and is free of charge at Rado Service Centres.
- To maintain the condition of the leather strap for as long as possible, contact with water, moisture, greasy substances and cosmetic products and prolonged exposure to the sun should be avoided.

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# WATCH MAINTENANCE AT SERVICE CENTRES WORLDWIDE

Like any highly precise instrument, watch movements also have to be maintained to ensure they work perfectly. After all, the movement runs 24 hours a day when the watch is worn regularly.

It is not necessary to have a watch maintained at certain intervals. Once the customer notices deviations in accuracy or the watch stops, we recommend that they contact a Rado Service Centre for a service. As a guide, the usual maintenance frequency for watch movements – depending on the respective use of the watch – is roughly five to seven years.

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# BATTERY SERVICE

A new battery lasts up to 30 months, depending on the type and size of watch and the energy required to power its various functions. A chronograph, for example, requires more energy than a watch that only displays hours and minutes. The battery must be replaced when the second hand starts to move at four-second intervals or, on a multifunction watch, when the digital display begins to blink. Battery exhaustion in a watch without a second hand becomes apparent only when the hands stop moving altogether.

A battery service is much more than just replacing the battery, as we also clean the bracelet and case and replace all of the seals. By doing so, we maintain the value and good condition of the watch. The following video shows you the steps in a battery service.

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# FULL SERVICE

A watch movement needs a complete overhaul after about five to seven years, because the lubricants will have been used up and must be replaced. Carried out by highly skilled watchmakers, full service is a multi-step process that totally renews the beauty and function of the timepiece. The following video shows you the steps in a full service.

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# BRACELET SHORTENING

To shorten a bracelet, Rado offers an outstanding tool that makes it possible to perform this operation at any sales point. The following videos tell you more about the tool and how to shorten a Rado bracelet.

Shortening a Rado ceramic 3-links bracelet

Shortening a Rado ceramic 5-links bracelet

Shortening a Rado ceramic half-link bracelet

Shortening a Rado steel 3-links bracelet

Shortening a Rado steel 5-links bracelet

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# SERVICE TRAINING

E-learning is an outstanding tool for expanding knowledge about Rado.

To build on your watchmaking expertise, we offer you a wide range of theoretical and practical training courses relating to our products and their handling in addition to this service module. If we have attracted your interest, don’t hesitate to contact our Customer Service department in Lengnau. We offer training for sales staff, Customer Service employees and watchmakers.

# Rado warranty

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# INTERNATIONAL SALES WARRANTY

Rado watches come with a 5 years warranty from the purchase date. The international Rado warranty covers existing material and manufacturing defects at the time of delivery. A valid warranty card is required to claim the warranty. Defects that fall within the warranty are repaired free of charge.

The following points are not eligible for a warranty claim:

- Normal wear and ageing (e.g. leather straps more than 6 months old).
- Damage to watch parts that is due to any treatment that is not normal, lack of care, negligence, accidents or the improper use of the watch.
- Handling of the watch by unauthorised persons (e.g. for a battery change or servicing).

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# INTERNATIONAL SERVICE WARRANTY

Certified Rado service partners issue an internationally valid service warranty with every service. The service warranty is valid for 24 months and relates to the work performed and the replacement parts used.

The service warranty excludes:

- Signs of wear due to wearing and ageing of leather and rubber straps, damage to the sapphire crystal (breakage or chipping), all damage due to improper treatment, accidents and/or lack of care or due to external influences.
- The service warranty becomes void in the event of an intervention by persons who have not been granted approval by Rado Watch Co. Ltd. to perform the corresponding work.

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# SALES WARRANTY CARD

The international Rado warranty is only valid if the warranty card has been completed correctly.

A valid sales warranty card is

- Dated
- Completed in full
- Stamped by an official authorised Rado retailer

1. Watch ID
2. Must be completed by hand by the sales point
3. Authentication identification

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# GOODWILL SERVICES

Rado always offers a little bit more. We offer many services free of charge as the customer is important to us. We always alter the bracelet length free of charge. Regular water resistance tests, free of charge. Testing and adjusting the accuracy of a mechanical watch, free of charge.

We look after our customers and help them to look after their beloved Rado watch.

# Remember

# Remember that...

- … proper preparation prevents poor performance
- … visual merchandising is a fantastic tool to showcase Rado products
- … use HQ guidelines and checklists for maximum impact
- … the customer is at the heart of the sales process
- … be friendly and welcoming
- … always treat the customer with respect
- … deal with complaints in a professional manner
- … regular servicing is a part of general watch maintenance