Case 1

”The selling optician” – on spot coaching in sales and communication

Land/region: Copenhagen Area and Funen, Denmark

Zight Case:

A smaller store chain saw a need to strengthen their sales training efforts – specifically for opticians in selected stores. Zight began a process that aimed to increase competencies and thereby improve results and growth.

Zight solution:

Based on the optician’s normal workday, we focused our training on sales and communication. With our 1:1 coaching, the opticians were trained on the spot in connection with different customer situations. With ongoing feedback and evaluation of individual achievements, we worked on all aspects of various sales situations. The purpose of the coaching process was to give the individual optician specific tools and techniques that could contribute to integrating the sales process naturally. The course also included training in communicating optics – presenting facts, benefits, and solutions in a simple way, thus creating value for the customer.

Zight Result:

The opticians who participated in the course were given techniques and inspiration on how to further develop as opticians, as well as an increased understanding of how they directly affect results and customer experiences. “A happy and satisfied customer who gets the right experience and solutions from his optician often chooses the same store for his or her next purchase”. The stores that completed the coaching process have generally experienced greater customer satisfaction, as well as improved results and growth in their KPIs

Case 2

Zight as co-pilot and agent – in a space management project

Land/region: South-East Jutland, Denmark

Zight Case:

A well-established store experienced increasing local competition. At the base of the project was a desire to strengthen the in-store customer experience, while streamlining assortment control and reducing inventory.

Zight solution:

The store’s interior design and flow have great influence on how products are perceived, if the customer is inclined to further explore the store, and last but not least, whether or not the store visit results in a sale. In the case store, Zight helped create a meaningful product demo, improved way-finding and clarity, as well as prepared guidelines for future quality control. The store has subsequently followed up with internal training in sales and product consulting.

Zight Result

Zight was a “co-pilot” throughout the process and established the contact between the customer and the space manager. The store has since this “make over” had a greater turnover rate, less inventory and an improved result. In addition, the store today appears with a greater clarity, a clearer profile, and with an inspiring environment for the benefit of the store’s customers

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