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Memorandum
To:

Stan Ross

From: Brandon Pulido

Date:

January 26, 2016

Re:

Developing a training program to improve customer interactions at Best Buy

1. Purpose
The purpose of this report is to describe Best Buys training program for improving customer
interactions by sales representatives. As an electronics retailer Best Buy promotes exceptional service to
its customers by providing its employees with intensive knowledge and training methods. This training
program encourages the employee to engage with the customer on a greater level allowing customers to
feel valued and leaving happily satisfied.
2.1 Identifying customer issues/needs
In order to provide effective selling to customers the employee must thoroughly learn how to
identify customer needs. Customers have unique requirements that are not all the same as the previous.
Identifying customer issues and needs allow for proper recommendations, and even cross selling of
related products and services. Cross selling can enhance the performance of the product to levels that are
not originally considered. Listening and asking the right questions helps identify the needs of the
customer. Using creativity to find customer needs builds the customers confidence in the employee
allowing movement to the next step.
2.2 Using resources to effectively deliver knowledge
Technology has been increasingly involved in businesses and everyday life. Employees will take
advantage of these resources to provide proper knowledge to customers. Providing knowledge of a
product while having the ability to obtain specs and features in front of customers allow accurate
information. This technology consists of computers and tablets provided by Best Buy and personal
smartphones with Best Buy applications installed.
2.3 Overcoming objections that a customer has about the product

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It is rare that a customer will agree with an employee all the time based off his or her
recommendation because of multiple factors. The employee should incorporate the customers budget
because price is one of the biggest concerns for customers. A customer has a budget they are willing to
spend, but their preference for the best quality product will not always fall under their budget. Another
factor of customers objections is trust within a product or brand. Customers purchase products based off
of their awareness of the brand and products. New products arise almost weekly in the electronics world
so customers are not always caught up on the newest technology. With this training and the provided
technology the employee will now be able to educate the customer on the products abilities and features.
2.4 Providing solutions to customers
With the increasing features of new technology there are required and recommended products the
customer should consider when making a decision. Selling a product in todays time simply means
bringing it to a cash register and ringing it out to a customer. Selling a solution involves a more effective
approach that involves demonstrating the product with other related products. For example: when selling
a DVD player the employee must also inform the customer that they need a specific cable to obtain the
picture and audio. There are multiple opportunities to cross sell within this step that result in a satisfied
customer, and not a return of the product. In the previous learning outcomes, budget, quality, and
identifying the needs of the customer are of importance, therefore factoring these steps allow for effective
selling to a customer.
2.5 Effectively thanking the customer
The final learning objective in this training program is to be able to effectively thank the
customer. A good customer experience leads to increased profit. Customers appreciate being valued; they
want to feel like there is a relationship being built. Trainees will learn how to remind customers why they
have made a great investment, and will ask for customer feedback in the form of an electronic survey.
Continually thanking the customer for their business and loyalty not only leads to customer satisfaction,
but can also lead to financial benefits. Refer to Table 1.1 for explanations of these learning objectives.
3. Five instructional methods that will be used

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The five instructional methods that will be used for this training program include:

Lecture Discussions
Cooperative Learning
Role-Playing
Controlled Practice Exercises
Demonstration
Lecture discussions will be the beginning to instructional methods, as this is where most of the

knowledge will derive from. The employees are expected to actively engage themselves with the
instructor at this time. Throughout the training, employees will be given multiple periods where they will
split up into groups, and apply their skills while working together to complete exercises and group-related
activity. Role-playing is an important part of this training, because employees will be required to roleplay in front of the class and will be graded by their peers. Employees will be given workbooks where
they will be timed to complete exercises to the best of their ability, and the instructor will check them off.
Lastly the instructor will request random employees to participate in demonstrations to set the example of
how the interaction should follow. Look at table 3.1 to see the reasons behind selecting these specific
methods.
4. Using objective tests and self-assessment
Short multiple-choice quizzes will follow every set of topics. This allows the employees to
demonstrate the important information retained from the trainings. This is useful because it is easy to
administer, it is effective for testing sheer knowledge and memory, and for problem solving. Selfassessments allow the employee to mark themselves for their skills and judgements. These assessments
are also objective. They provide awareness to the employee and help identify any weaknesses and
opportunities to improve on a topic or themselves. Self-assessments are used as an aid to learning and
require the employee to deliver thorough and honest answers.
5. Motivating trainees by recognition and arousing interest
Recognition is vital in order to keep trainees motivated. Individuals crave for social approval and
love to be credited for their work. Instructors will provide verbal, and authentic recognition to the

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trainees effort. Employees feel valued when they are recognized and rewarded for their work. Arousing
interest in a topic is crucial because trainees can get extremely overwhelmed and lose interest in excessive
lecture. Look at table 5.1 for the benefits and examples of these two motivators.
6. The training program
This training program will last half a day. Trainees will meet with the instructor early on the given
day and will start the program in a classroom setting. In the classroom the instructor will introduce
himself to the trainees and explain why this training program is essential. Before the first topic begins
students will be given a self-assessment on their ability to demonstrate their knowledge of an excellent
customer interaction. The trainees will be given workbooks for the day, which will include blank sheets
for any notes, and the rest of the pages are to be followed along with the instructor. The training
programs first topic will be identifying customer issues. Presentations, lectures, and videos of examples
of poor and excellent interactions will be used. The second topic, using resources to effectively deliver
knowledge, will include employees using their tablets and/or phones to download company applications
that can be used on the sales floor. The instructor will guide trainees through multiple shortcuts and
widgets on the companys provided answer centers. This will give the employees insight of the uses of
these resources.
Next the employee will learn how to overcome objections by participating in multiple role-plays
with the instructor, and peers, as well as the readings. These role plays are graded for participation by
peers and the instructor as well. The instructor leads into the next objective providing solutions to
customers with a series of videos, physical products, and group exercises, where trainees will use skills to
map out perfect solutions for customers. The fourth topic will end in a small multiple-choice quiz on
solutions. Lastly, thanking the customer will involve the trainees in watching the instructor demonstrate
great exiting skills after completing the sale. After completion of all five objectives trainees will be given
a short exam to demonstrate their understanding of the training program. The instructor will conclude the
training program by refreshing the trainees of the importance of the training program and will provide
time to answer any questions and give advice to the trainees in need.

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7. Increasing effectiveness of the training program
As this training program is progressing the instructor must maintain effectiveness to keep trainees
alert. The main problem with training programs in classroom settings are that the trainees, or students,
become distracted over time or unconscious competent. The instructor will invest in ways to keep the
trainees engaged by first engaging them early on. Interesting topics followed by use of real-world
examples are essential. The instructor must respect the students and adapt on their level of understanding
but has to provide memorable experiences that the trainee will carry on after the training program. The
second problem that could occur is students not understanding a certain topic. The instructor will recite
information and ask the trainees to apply it to an exercise following every topic. Until every trainee is
comfortable with their newborn knowledge of the objective the instructor will use case studies and
illustrative PowerPoints to help with comprehending the subjects. Other than the instructor the trainees
will have time within objectives to communicate with their peers for advice and better understanding.
Workshops and small discussion groups are sprouted at the start of the program as the instructor allows
trainees to select where and whom they sit with.
8. Conclusions
Best Buy can draw two conclusions from the training program. The first conclusion is that topics
of this training program must be implemented into employee e learnings and role-plays with
management. This will not only remind the employees but also give the ability to speak on why it is
important to new hires and themselves. If it is not applied to various other weekly trainings employees
can and will fall into bad habits.
The second conclusion that comes out of this training program is that regardless of what field of
work the employees pursue in life, segments of this training program will always follow. Any business
related field involves getting to know the customers by asking the right questions. At the pace technology
is being incorporated in businesses today, it is important to learn how and why we utilize them.
Table 6.1 Training Program

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Stage

Time

Theme

8:00AM
8:15AM

Introduction

8:15AM
9:00AM

Assessing
needs

9:00AM
9:50AM

Utilizing
Technology
Systems

9:50AM
10:45AM

Limiting
Objections

10:45AM

11:30PM

Providing a
solution

11:30AM

12:15PM

Conclusion

Topics
-State why
improving
customer service
is important
-State the topics
that will be
covered in the
training
-Listening Skills
-Nonverbal
Communication
-Proper use of
language
- Companyprovided mobile
devices
-Understanding
the importance of
the information
- Comparing
products side by
side
-Budget
Objections
-Authority
-Value
-Cross-selling
-Demonstrating
solutions
-Building a full
package
-Review of
training topics
-Final remarks
-Time for
questions for the
instructor

Learning
Objectives

Learning
Methods
Lecture

Assessment
Methods

See Table 1

Lecture,
PowerPoint, Video

Open response
self assessment
on assessing
needs

See Table 1

Demonstrations,
Use of personal
cellular devices,
Case studies

Instructor-based
demonstrations

See Table 1

Role-Playing

Group Exercises

See Table 1

Demonstrations,
Case studies

Multiple choice
test on
overcoming
objections

See Table 1

Discussion

Multiple choice
survey on the
effectiveness of
the training

Table 1.1 Learning Objectives

Topics
Identifying customer issues/needs

Using resources to effectively deliver knowledge

Learning Ob
Understanding how to effectively list
Understanding how to take mental no
recommendations
Understanding how to utilize compan

Overcoming objections the customer has about a product

Providing solutions to customers
Effectively thanking the customer

Understanding how to promote a pro

Understanding how to overcome bud

Understanding how to build value fo
Understanding how to overcome auth
Understanding how to create bundles
Understanding how to engage the cus
Understanding how to provide a solu
Understand how to properly thank a c
Understand how to remind customer

TABLE 3.1 REASONS FOR INSTRUCTION METHODS

Method
Reason
Lecture Discussion
- Lectures are useful for new material and
Cooperative Learning

instructor control
Group exercises will develop roles and
responsibilities, share diverse perspectives,

Role-Playing

receive support
Role playing builds confidence, develops
listening skills, and requires creativity to

Controlled Practice Exercises

solve problems
This will require students to apply the
knowledge given by demonstrating their

Demonstration

learning
This will engage students, develop interest,
and keep them interested

Table 5.1: Motivators

Recognition

Benefits
Greater employee

Examples
Providing on-spot

satisfaction, increased

recognition, Rewarding

individual productivity

in the form of items,

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whether of value or
Arousing Interest

Keeps trainees engaged

and interested.

course-related.
Entertainment (videos,
games, etc.), using
humor, asking questions,