Advanced Customer Service & Sales


Deliver service that exceeds customers’ expectations.

Superior customer service is a powerful differentiator that sets your store apart from the competition. However, customer service means different things to different people. The challenge for sales associates is to figure out how each person who walks into your store defines good customer service — and how to exceed each customer’s expectations.

Service and selling are interconnected. When your associates sell customers products they truly want and need — and suggest add-on items that they may not have realized they needed — that’s exceptional service that increases sales. These customers will likely become loyal buyers who will return to your store again and again.

After completing this chapter, associates should be able to:

  • Identify different customer personalities and how best to serve them.
  • Recognize the touch points that define the customer experience.
  • Explain how the elements of customer service create the overall shopper experience.
  • Describe the differences between ordinary and world-class service.
  • Define key principles of retail sales.
  • Demonstrate the suggestive selling process.
  • Outline how to close the sale.

The Advanced Customer Service & Sales chapter outlines an effective suggestive selling process. Topics include how to understand different customers’ wants and needs, shopper expectations about customer service and the customer experience, the likability factor, and a five-stage process to identify and exceed customer expectations.

Estimated time to complete:

  • Online chapter  2.25 hours
  • Chapter test      35 minutes