Terminal Shopping Guide Strategy: What Exactly Does Shopping Guide Sell?

The role of terminal purchasing agents (or promoters, direct sellers, the industry generally referred to as shopping guide) in the terminal to promote sales, has attracted more and more attention from manufacturers and distributors.

Because ultimately, the product is sold to customers through the "terminal" of the terminal shopping guide.

At present, whether retail hypermarkets or brand stores, the competition of retail terminals is fierce and cruel.

In most cases, the customer only gives the shopping guide a chance of "facing the door". If the guide fails to shoot successfully, the customer will probably be lost forever.

Many shopping guides are eager to "score" when they sell goods at the scene, resulting in "movement distortion". They are easy to fall into the situation of "Wang Po sells melon and sells their own products".

These selling methods may be "lucky to score goals", but can not really capture the hearts of customers, so that customers willingly pay.

What is the relationship between customers and shopping guide?

It is a natural "natural enemy" relationship.

Even after many years of experience, the experience of terminal shopping guide is often not aware of this "friend or foe" relationship.

Customers know that terminal shopping is based on sales promotion and sales commission.

Shopping guide must be "Wang Po", not to mention her "melon and sweet" shopping guide, rare in the world, saying that their "melon is not sweet" shopping guide, certainly not in the world.

When customers arrive at retail terminals, most of them have strong or weak guard mentality. Customers are wearing a thick psychological defense armor, and their hands are clasped tightly against their purse for fear that they will be cheated by unscrupulous shopping guides and buy products that are not good or they do not need.

At this point, shopping guide needs to be done instead of praising its own sweet melon, which can only increase the gap between the shopping guide and customers, which is already in existence.

The most important thing to do in shopping guide is to unload the thick psychological defense armor of customers and fill the gap of distrust, so that customers can feel that they are "close comrades in a front line".

To achieve this level of trust, customers will consider buying products and paying for them.

Therefore, the shopping guide is not selling products, the ultimate selling is trust.

This should be the "shopping guide Bible" which is read by every terminal guide.

Do not sell products, many shopping guides do not know what they should sell.

How to sell "trust"?

How can we get customers' trust?

The first is to sell standards - when customers purchase consultants, sell product selection criteria.

Customers are very puzzled when choosing products.

Shopping guide is untrustworthy, and lacks the expertise to purchase products. In the bottom of the mind, customers are eager to have the third party power to help them make the right choice on an objective stand.

This is why customers should consult their colleagues, classmates, relatives or friends when searching for products, especially those with a larger amount of durable goods, or search for information about the products through the Internet.

These are relatively reliable for the customer, and the third party strength that has no conflict of interest with them is trustworthy.

But the information obtained from these channels is likely to be incomplete or incomplete.

A customer who is eager to find a product's purchase consultant can help him or her buy products, tell the real situation of the products, identify the pros and cons, how to avoid misunderstandings and consumption traps, and buy a product of their own satisfaction.

If the shopping guide can play this role, the customer will be "grateful" from the psychological, and will eventually "generously".

Therefore, an excellent shopping guide should sell the standard of buying products, and be a consultant for customers.

The best thing to do in this aspect is the shopping guide of the high-end automobile brand 4S shop. When customers enter the store, the first sentence they ask customers is generally "the car is a large durable consumer goods, the investment is very large, the car must be cautious. A good car should pay attention to five aspects, that is, the appearance and beauty, power and control, comfort and practicability, safety ability and value."

As long as a car is understood from these five aspects, it is perfect and there is no omission.

What is the most important aspect of your concern?

This is to tell the customer to choose the standard of the car, to be the customer's car selection consultant.

The "comparative bombing" method promoted by the author in the service of Huang Ming Solar Group is also a standard to help customers establish solar energy.

Because solar energy is still a new industry, most customers know little about products, and the industry is mixed up. Many miscellaneous brands deceive and mislead customers for short-term interests, so that customers can choose products that can not be used and used badly.

The introduction of solar energy to store customers first introduces the solar energy purchase standard, and the comparison of the "three steps and eight questions":

Step one: easy to use.

This is the basic requirement for your primary choice of solar energy.

1, to buy a winter, or to buy a winter can not be used?

2, buy a hot water overnight, or can not be used?

3, buy a frozen, easy to use, or buy a winter freeze, can not be used?

The second step: durable.

We should not only see immediate interests, but also consider long-term durability.

4, buy a piece of accessories high quality, use fewer failures, or buy a quality problem because of accessories often this problem, that problem?

5, buy winter crown matching machine, or "semi-finished products"?

The third step: enjoy.

Solar energy is no longer a "bathhouse", it is a new enjoyment of family full range of hot water life.

6, buy a ten years of performance, quality, service is no problem, or buy a two or three years later no one to manage?

7, buy a wash, wash dishes, wash dishes, laundry, mop the floor, wipe the table can use hot water, or buy a can only be used for bathing?

8, buy a step in place, or buy a few years will have to swap?

What do you care more about the above questions? "

Through this "three steps and eight questions" contrast method, like bombers intensive bombing.