CUSTOMER
SALES PERSON
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).
After completing this course you will be able to
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:
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.
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.
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.
Remember: as a sales person, it is your role to ‘manage towards yes':
Perfect appearance (carefully-chosen clothes, accessories, well “groomed”)
Proper
Preparation
Prevents
Poor
Performance
Rado has useful tools to
Contains all information for sales staff:
Contains relevant information on brand and products for the customer.
The Rado website is an excellent knowledge source about brand, products, materials, tennis, ambassadors.
The instruction manual and operating instructions card contain relevant information for the customer:
Always use Rado materials when you present the product to the customer.
Only use Rado packaging to hand over watches to the customer.
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.
that the consumer catalogue, the user manual and the warranty description is available for download on service.rado.com?
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.
In a highly competitive environment, the visibility of our brand is crucial to our success:
Proper
Preparation
Prevents
Poor
Performance
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
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:
To help you through this process, we have created three categories listed in the order of priority:
1
2
3
4
5
6
1
2
3
4
5
6
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.
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:
For simplicity sake, we will refer to the customer as 'her' throughout the entire module.
At the end of this training, you will be able to:
Let's start from the beginning: how to discover our 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.
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.
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.
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.
1
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.
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?
2
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.
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?
3
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.
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?
4
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.
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?
5
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.
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?
Despite profile similarities, each client is unique. You must be able to adapt to each one of them.
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)
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.
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.
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.
Questioning
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.
The better you know the customer, the easier the choice of model will be. The customer will be convinced and open to purchase.
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.
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 able to popularise the technical elements and adapt to the client's level of understanding.
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.
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.
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
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.
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.
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.
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.
To keep the watch (as long as possible) in good condition, we recommend the following (preventive) measures:
Remember that regular maintenance also helps to preserve the beauty and longevity of a Rado watch.
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 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.
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.
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!
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:
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.
Rado has an international service network and many authorised Rado Service Centres, which ensure a reliable service worldwide.
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.
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.
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!
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.
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.
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.
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.
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.
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 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:
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.
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.
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.
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
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 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.
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 international Rado warranty is only valid if the warranty card has been completed correctly.
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.
