July/August 2024
ertonline.co.uk
JOINT WINNING MULTIPLE
JOINT WINNING MULTIPLE
John Lewis, Highcross
This store, which is located on the second floor of the Highcross Shopping Centre, opened its doors to customers in September 2008. After all the hysteria around air fryers, I wanted to see what all the fuss was about. I made my way to the electrical department, which is on the first floor, and I started to browse the 11 air fryers on display. Jon approached me, and asked if he could
help me. I explained that I was keen to buy an air fryer but was a bit bamboozled by the number of products on display. Jon led me past a number of products and explained that he believed the best air fryer on display was the Tefal Easy Fry Dual & Grill air fryer, which was priced at £129.99 – a saving of £70 on the usual price. I asked why Jon thought that this was the best option and he highlighted that the model has two drawers, but unlike other models, the two drawers were different sizes. He said that, for example, a chicken could be roasted in the 5.2-litre drawer and some potatoes and other vegetables could be cooked in the smaller 3.1- litre drawer.
Jon concluded his presentation by mentioning the £70 discount.
Sales skills: 5/5
Store presentation: 5/5
Total score: 10/10
Jon presented a suitable product with passion; the store looked well presented, inside and out.
Marks Electrical, Boston Road
This 12,000sq ft showroom is located within the head office of the London Stock Exchange- listed Marks Electrical, which was established in 1987. I was looking to buy a range cooker. Inside
the store, Stephen was working at a computer but asked if he could help me. He started his sales presentation by asking me if I had a brand or fuel type in mind, and I said that I did not. Stephen showed me a 100cm wide Stoves model (Richmond Deluxe) and highlighted the four cavities, five induction zones, Steam & Infuse – which adds flavour to your cooking, and a dedicated slow cook oven. I asked if this model was available in a 110cm version. Stephen went to his computer and showed me the Stoves model, and I said the thunder blue version would be ideal. The range cooker was priced at £2,799, and Stephen said that I’d get free delivery and installation, and he offered to discount the product to £2,519.
Sales skills: 5/5
Store presentation: 5/5
Total score: 10/10
Stephen knew his stuff and his offer of the discount was an attempt to close the sale; the showroom was well presented.
Richer Sounds, London Road
This store is located on a busy main road that runs through the city. I was looking for a new TV. Inside the store, I was greeted by Tony, who was standing behind the counter. I said that while I was brand agnostic, I was keen to get the biggest and best TV I could afford. Tony gave a good overview of OLED TV technology, explaining that it is the best on the market. He showed me a 55-inch Philips OLED set (55OLED908), priced at £1,999, which he said was exclusive to Richer Sounds. Tony said that the TV features Micro Lens Array technology, which delivers “sensational picture brightness”. Tony talked about the embedded sound from Bowers & Wilkins, which is placed beneath the screen.
I asked Tony if the Philips set is available in a 65 inch set and he said, although not in stock, it’s priced at £2,499; however, if I joined the retailer’s VIP Club, I could get the VIP Member price on this set, which was £1,999. He added that it’s free to join the VIP Club and takes seconds to sign up.
Sales skills: 4/5
Store presentation: 5/5
Total score: 9/10
The mention of the VIP Club was an attempt to close the sale. The store looked immaculate.
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