The Art of Retail Selling

About the Trainer

Evelyn Yeo  graduated from the National University of Singapore, in 1987, with a Bachelor of Arts Degree. She majored in Economics and Chinese Studies and took up Japanese Studies as a subsidiary subject. She is well-versed and proficient as a multilingual trainer. She also attained the National Trainer Competency Standards - Advance Certificate in Training and Assessment ( ACTA ) awarded by Singapore Workforce Development Agency ( WDA ).

Evelyn has spent more than two decades in providing training and consultancy services for the retail industry in Singapore. She spent first half of her training career working  with organizations such as Duty Free Shoppers Singapore Private Limited (DFS), Singapore  Retailers Association (SRA) as well as Luxasia Pte Ltd. During her corporate training career, she designed, developed more than 20 in-house training programmes and conducted   hundreds runs of long and short  training programmes in the area of Customer Service, Retail Selling Techniques and Supervisory Management. She also managed training functions for Luxasia and took charge in   training the respective managers from the six regional offices. She worked closely with frontline sales team at the shop floor through On-the-job training ( OJT ) programme. Evelyn was also involved in simultaneous interpretation during seminars or talks for the study groups from China and Taiwan when she was  working with SRA.

In her capacity as a free-lance training consultant in the past decade, she has worked  in collaboration with established training organizations, namely, Tuv Sud PSB Learning Pte Ltd ( previously known as PSB Academy), Singapore Retailers Association, The Retail Academy of Singapore, Singapore Institute of Retail Studies ( An Institute under Nanyang Polytechnic) , Asia Academy For Retailing, NTUC Learning Hub and Kaplan Professional. She was also experienced in providing training and consultancy services to retail  organizations such as Novena Holding Limited, Samsonite Singapore Pte Ltd and AsiaMalls Management Pte Ltd. She helped these organizations to design  training plan that is customized according to their  training needs,   to develop and conduct   training programmes  and also to measure training effectiveness through internal and external audits ( Mystery Shoppers programme ). This holistic training approach has helped Novena Holdings Limited achieved the first People Developer Standard (PDS) Award for furniture retailer in year 2006. She has also conducted overseas training in Jakarta, Indonesia and Shanghai, China.

Evelyn  shows  keen  interest  in  training.  She  is  known  amongst  participants  as  a  friendly  and  able  facilitator  and  instructor.  Thus,  she  obtains  consistently  high  end-of-course ratings  from  participants.  She  views  training  as  a  challenging  and  rewarding  career  because  it  offers  her  a  great  opportunity  to  help  participants  as  well  as  herself  to  excel  in  personal  development. 

Moving ahead, Evelyn  hopes to be involved with more local as well as overseas training projects to widen her horizon.

Objectives

At  the  end  of  this  programme,  the  participants  will  be  able  to:

  • Recognise  the  importance  and "3W1H" of  product  knowledge.
  • Practise  different  ways  of  approaching  customers.
  • Apply  effective  questioning  skills  to  identify  customers'  needs.
  • Present and demonstrate the FAB of he product professionally.
  • Acquire  the  knowledge  and  skills  required  to  handle  customers'  queries  and different types of  objections.
  • Close  the  sale   and  suggest  additional  product  effectively.

Target

This programme is recommended for all frontline sales personnel in the retail industry.

Methodology

This programme is designed with a combination of short lectures, role-plays, group discussions, video, quez and experiential exercises to ensure participants' involvement.