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Nine Practices Of Terminal Retail

2008/10/3 9:39:00 41839

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When it comes to terminal sales, successful people can always find their own models. Some use five star service etiquette to enhance customer value, others create attractive economy through attractive store decoration, others rely on compelling shopping guide words to win customers' trust.

This is just like the Buddha in Buddhism. Whether it is Orthodox practice or Buddhism, the only way to do that is to make your terminal retail stand out.

Then, what are the limits of terminal training?

第一項修煉：賣關系

Business is humane, the first condition for business is human relations. For store sales, the first need is popularity.

If the boss or employee is good, if he can bring many guests through his relationship, it will be the most reliable magic weapon for terminal sales.

Therefore, the first practice of terminal retailing with Chinese characteristics is to accumulate personal connections. If you have 20 friends to support you and recommend their friends and relatives, what kind of effect will it be?

So, selling household appliances to introduce their good products to their friends and relatives, selling solar energy can also encourage their relatives and friends to bring their friends to come and buy. Of course, if a group of excellent designers recommend products for you, of course, it is the best.

If you have a face, you can give your face a chance. When I am doing ceramics, I can sell a few single tiles every month, which is the best proof of relationship marketing.

第二項修煉：賣產品

"Sir, this brick is pressed out of the 7800 ton press which is equivalent to the weight of 130 trains and is very strong and wear-resistant." as soon as we heard this, we knew that the action of selling products had already begun.

Product selling point is the basis of sales, and the most important benefit of consumer interest is the functional interest of the product, that is, the premise that consumers can buy your product is that this product can bring some benefits to consumers themselves or others.

Therefore, for the practice of selling products, the most important means of the guide is to dig out the unique selling point of the product, and express it in the language that the consumer is easy to accept. How deep to sell the product is how deep you can make the unique selling point and how good the quality is.

In order to achieve this goal, when the terminal sells, the air conditioning says that the effect of its mute is even the sound of rusty needles falling on the floor can be heard and how much electricity is saved every day. The ceramic tile says that it is twenty years old with its antifouling and wear-resistance, and the color is synchronized with that of Europe.

What about solar energy?

Should we also re cut the selling points of three executives and polyurethane heat preservation?

Therefore, the solar energy rich in heat pfer factor will become a creative selling point because it reveals the principle of thermal conversion of solar water heaters in depth.

第三項修煉：賣品牌

Brand can bring consumers a kind of symbolic meaning of buying safety and giving consumers some identity. The more expensive the product is, the more attention its brand will have on consumers.

This is the third discipline of terminal retail -- the practice of product brand.

Many times, consumers choose a brand or a few brands before buying products, and consumers who are not prepared to choose which brand will start to be influenced by brand value during the purchase process.

The composition of brand value depends on several aspects, one is the use of word of mouth, the two is related honorary certificates, the three is the value of personnel, and the four is the recognition of the brand in the local market.

Therefore, when purchasing products, the buyers of different brands should learn to say what their products are famous brand names and show relevant certificates to customers. They can also use other materials to prove the value of the brand. In a word, the purpose is to enhance the turnover rate through brand effect.

第四項修煉：賣服務

Service is a kind of ecstasy. One of the four elements of customer value principle is service value.

The consumer is God, but God is praised by people. Only through practical actions can customers feel that they are enjoying the treatment of God. Customers can feel that they are God. Customers have become gods. The virtue of God's request for help must be carried forward. Even if some gods can not realize your wishes now, at least he will help you to publicize them.

Haier has become the world's most famous brand because of its sincerity and service. You can also feel that when customers enter the door of dual energy solar energy, the shopping guide smiles and bows and says, "welcome to double energy solar energy", which makes customers feel like spring breeze, service and truth.

Selling services is a consensus among salesmen in the modern era, but it is not easy to sell the service better.

WAL-MART put forward a three meter smile and one meter greeting principle to employees, and asked their employees to show eight teeth. But when you really asked employees to show eight teeth, you would find that this rule is not suitable for all employees. Therefore, the requirement of dual energy in smiling is to expose the teeth with good looks and expose their teeth to smile, so that employees can smile and smile as long as customers smile sincerely.

As for employees in the twenty seconds after entering the door must pour a glass of water, in the promotion of products for customers to play the role of experts and friends, two identities and so on, the specific requirements of the service level is a kind of ascension, service promotion, so that the service for consumption value-added task is completed.

第五項修煉：賣氛圍

Sun Tzu Yun: "good fighters, seeking the potential is not responsible for people" this "potential" used in terminal sales is the creation of atmosphere.

A good terminal atmosphere consists of seven parts: visual atmosphere, hearing atmosphere and sales atmosphere.

Many businessmen pay special attention to the decoration of the shop. The purpose is to arouse customers' interest through the store image to stimulate customers' consumption. This is one of the four purchasing factors of today's customer value: image value.

Secondly, the music that matches the store's positioning is becoming more and more valued by all. High-grade stores reflect their grades with light music and classical music, while ordinary shops may put popular songs to attract customers' attention.

In order to improve the atmosphere of the terminal, the salesperson who sells the mobile phone will find some small accessories to make the display of mobile phone samples more vivid. The salesperson who sells drinks can set off the hot atmosphere through the "same package horizontal display of the same brand vertical display". Of course, the salesperson who sells too much energy can also display their own product characteristics through the lighting effect, attract customers' eyeballs through different display combinations of the models. In addition, many stores will also bring POP, promotional gifts, product stacks and other useful places to direct stimulation to consumers.

The atmosphere is derived from the feeling of customers. Today, when the economy starts to prevail, the storefront atmosphere plays a more and more important role in consumer impulse.

But the atmosphere should be set up around the location of the store. Some shops can put up a few X shelves to build a stack, which can create a hot atmosphere. Some shops will display different styles of the same product, and some shops can hang up a few X shelves.

Atmosphere is the best.

第六項修煉：賣方案

Consultant shopping guide is a sales mode to provide customers with problem solving solutions. No matter what the kitchen concept put forward by the kitchen and bathroom manufacturers or the home integration scheme put forward by some home furnishing companies, the core point is to provide consumers with solutions in a certain field.

During the sales process, the shopping guide often meets the problems other than the products mentioned by the customers, such as the bathroom hardware that the solar energy outlet pipe should match, only when the cost is limited, how can we improve the taste through matching the products?

Once a customer bought a ceramic tile, the cost exceeded the budget. In the face of the problem that customers wanted both the tile and the budget, our guide provided him with a good solution: replacing the imported waist line with the domestic glass mosaic, which not only promoted the effect of the decoration, but also reduced the cost of the decoration.

This is the effect of selling the plan.

As consumers pay more attention to the aesthetics of home furnishing, how to use solar water heaters to meet the needs of consumers at different levels in the convenience of use and the overall decorative effect of their homes will also become a new trend. Integrating selling products and interior aesthetics into a scheme to promote the sale of solar water heaters will also become a new sales mode of the solar energy industry.

第七項修煉：賣需求

There are two kinds of consumption demand, one is revealed demand, the other is potential demand, and there are two ways to satisfy customer demand. The first is to cater for two, which is to lure, to cater for the existing needs of customers. The temptation is to stimulate customers' potential demand or induce customers to replace their existing needs with their latent needs.

Selling scheme is the best way to cater for consumer demand, so what is the best way to seduce consumer demand?

In many markets, no smoke will be sold in a lot of markets, and it will sell very well. The best way to intimidate marketing methods is to stimulate consumer demand by expanding people's attention to health, so that consumers can not only see their quality and convenience in buying wok, but also lead consumers to put health factors in the first place.

In terminal sales, if the solar energy shopping guide can tell the customer, "although the gas water heater is cheaper, the price of gas is rising constantly. It is also a reality. When you feel that it is not worthwhile to change into a solar water heater, you will feel very troublesome, because you have not reserved the corresponding pipe window for the solar water heater, and the cost will be even greater at that time.

Therefore, since sooner or later, we need to use solar water heaters, we might as well use it earlier, and save more money earlier, and there are still some hidden dangers in the safety of hot water baths. "

Then, by providing a better product design portfolio, allowing customers to deny their original plans and choose according to your design mix, sales demand is sold at home.

第八項修煉：賣價格

"Big brother, buy solar energy," (pointing to the lowest grade) to see this cheap and practical, this sales scenario is the author at the terminal.