In The Off-Season, Clothing Professional Experience Sales "Absolute Lethality".

Clothing professional experiential sales mode, this is the best time to play.

Because the author is more sensitive to consumer clothing consumption behavior, every time he comes to the terminal, he habitually observes which customers are missing from a store sales. What are the reasons leading to the loss of customers? How can he win more volume? (I observe more fashion, casual, style dress, business men's clothing and other brands).

Experienced shopping guide can see whether the customer is a real buyer through the behavior of customers, and the senior shopping guide can also see the price acceptance of an unknown customer. These are the essential knowledge for customers to receive and sell, otherwise, how to grasp the customers in a targeted way, but these are far from enough, because the most people who can not grasp the sales staff is the customers' preferences for clothing styles.

Or do not have a real understanding of the customer's style of demand and hobby, there are many styles customers can wear, but not recommend interaction, let customers think that the style of the shop has no sense, no suitable and leave the shop.

Similar phenomena are everywhere!

Current

The customer consumption phenomenon mentioned above accounts for more than 70% of the average passenger flow of each clothing store. However, few brands, agents and distributors are willing to make efforts to improve the number of customers. The people who analyze data every day will only pay attention to the data generated by less than 10% customer volume every day, what is the proportion and proportion of the customers, while the proportion of 70% of the customer group has never been analyzed and concerned.

How can you talk about sales promotion? Maybe you will ask every brand positioning, how can we satisfy all the groups? Well, we are very good. We are talking about 70% of the customers who enter your store. These customers who enter your shop have something in common. Your store image has attracted these customers. The marketing work in front has been successful. After sales efforts, even though you have just caught more than 10% customers, your performance has doubled. Is that not worth our efforts?

How do we catch these sneak customers into a group of customers? Fashion experience sales mode is the most powerful method in all sales modes.

The experiential sales of clothing specialty, simply speaking, is to promote the paction process through the knowledge of professional dress consultant and the product sales interaction process.

This mode can be based on different brands, different seasons, different categories of systematic sales mode training and management, in order to increase turnover and increase performance. This sales mode is highly professional, and many operators do not understand its operation mode and loose management of sales staff, so few brands have been used in the field of clothing.

Clothing specialty

Knowing the enemy and knowing the other and fighting all the time! Identifying the rules of customer's style and favor helps to recommend suitable styles, and quickly adjust the direction of interaction with customers and win at the starting line.

Each person has their own preference for the style of dressing. This preference will change gradually because of the emphasis of age and identity on style preferences.

And the dressing style that everyone fits is often older and clearer, no matter what social status.

Every one of us is from simple clothing style hobbies --- to muddle headed to find the right style -- and then to become more and more clear about what style it is suitable to wear. The personal dressing style mentioned here is everyone's facial features, image, and style.

We will see friends around us, some of whom are euphemistic, some neutral and handsome, some elegant and steady, some romantic and enchanting, some natural and free, some exaggerated and cold, and some ancient spirits.

Men have the same style differences, some are friendly and casual, some are strict and Orthodox, some are gentle, some are romantic, some are angular and cool, and so on.

This is the personal image style of everyone. It is different from everyone. But we can still find some rules from it.

There is a stylized positioning of the differentiated women's clothing brand. If the style of women's clothing brand is more prominent in the style of clothing, then the brand will attract two groups, one is very suitable for wearing this style of crowd, one is like this style, but rarely has the opportunity to wear this style of crowd.

For example, for example, there is a women's clothing brand called "lady's house". All products are designed with lace folds, bow ties, small flowers and grass designs, pink and pure colors (white, all kinds of pink, soft and elegant hue, etc.), pure cotton texture and other elements.

The whole brand product shows a sweet, lady and pure style.

Buyers are no more than two groups of people, one is particularly suitable for wearing this style of people, such as image temperament is more sweet, consumers age is just the performance of sweet youthful 16 to 22 age group of customers.

The other category is not suitable for wear, but people who like to wear it, such as looking at the "Ladies house" grow up, although not suitable, but also hope that they can wear a sweet impression of the customer base.

The former is for adaptation and the latter is for yearning.

Of course, there are some customer groups that are suitable for but not able to purchase. Customers who have the ability to buy but can wear the age will often shop, because this is a dream that she has never realized, and often likes to review and review.

Some styles of clothing brands are not outstanding, or their styles are more complicated, and there are no rules.

At this point, it is more suitable to analyze the suitable target customers through product category and series, so as to determine whether the customers are suitable for wearing or wearing the customers. Of course, the important thing here is how the customer's image characteristics and rules correspond to the rules of dressing style.

The facial features of each person are characterized by their overall (partial) and partial image, and their proportion (regular, unconventional), whether they are full, the size is moderate, and whether they are prominent.

And clothing is also composed of the style outline (straight line, curve) ratio (regular symmetry, irregular) material texture (fabric soft, hard and thick) color to form the overall style.

There are many ways to quickly identify the rules of the image.

Each customer's appearance and characteristics can be quickly identified and linked to the corresponding styles and similar sections of the store to help customers find the favorite style. This step is the key to help customers find the value of the style.

Customers have the identity to consider the next try, rather than just let customers find their own, the customer's style of cognition is habitual, did not try, will not carefully look out of the shop!

This part can be solved by two ways: one is to complete products according to the different shelves time, through different categories of classification training guide shopping, so simple and easy to learn, shopping guide is easy to master.

Another way is that every salesperson has his own sales style. If the shop's product style classification just corresponds to the style of shopping guide, so that every guide can make the sales of the favorite clothing style feel the most extreme, and it is also a very intelligent management method. The specific operation mode is not described in detail here.

Clothing professional experiential sales of the second recruit, recommend customer preferences style of products, to carry out a variety of recommended fitting experience!

Each customer likes to compare the purchase behavior, for example, even if she feels the right style, she will not necessarily buy it, because she will think if there is a better choice, so she chooses to buy it, and finally does not buy it. It wastes time. So when helping customers to recommend, the shopping guide needs to prepare more than three sets of suitable money and one or two sets of unsuitable ones, so as to help customers quickly analyze and decide which to buy, not to buy.

This process is the most test of the ability to guide shopping.

In addition to grasping the requirements of the customer's image characteristics and rules, we should also grasp the product inventory and the width of categories.

In the numerous training experience, I found that 98% of the sales people do not know the brand products they sell, including dealers, shopkeeper, and brand marketing personnel.

All they can understand is information about rough ore, information that a common person can see at a glance, rather than information that promotes the purchase of customers behind the product. For example, how many collocation methods, how many styles, how to describe different bodies, how to describe different people and how to wear pictures to different physical features? And so on! Even salesmen can tell that they are some ambiguous languages, which can not provide consumers with analysis and decision-making.

Trying experience is the core of customer purchase, and the key is that customers can decide whether they are suitable or not.

At this point, the role of shopping guide is to find that the customers who reflect the service can not be too radical or too estranged. In the process of customer trying, we should analyze the importance of customers' needs and choose the doubtful points, and find out problems in time to help customers skillfully solve them.

When choosing a try on style, we should have a good grasp of the scope of the customer's image and style rules, and professional shopping guide can help customers find more pattern combinations to inspire consumers' imagination.

Of course, the style of clothing that has nothing to do with customers has no sense of inspiring customers.

Clothing professional experiential sales the third move, professional, objective, technical help customers to analyze the suitability of clothing styles, until customer satisfaction!

Professional, objective and technical help to customer analysis, few people can get it, no trained people, at this time will only passively wait for customers to reflect.

Professional, can scientifically tell each element of clothing style (such as fabric texture, color pattern, profile proportion, modeling style, etc.), corresponding to customer image characteristics impression.

What is the point of each clothing style element suitable for customers? Why suitable? What is not suitable for? Why? So that customers can identify their needs in the language information of shopping guide.

Objectivity, objectivity in sales is not the right information. After all, it is necessary to guide the customer's angle to sell the product.

It is worth mentioning that the objective of sales interaction is to know the flexible grasp of clothing style and customer image, physical characteristics and purchase demand characteristics.

For example, a customer sees a fashion style. During the trying process, customers are not very good at wearing clothes, but customers want to buy them.

Because some customers belong to special needs, for example, just for a psychological balance of price, people who are weak in appearance and ability to buy an expensive clothes are not for sight, but for social psychological needs, a kind of psychological need for self doubt.

Of course, most customer groups need to guide the purchase with the correct and objective attitude of flexibility. But we must tell the reasons and why it can really provide customers with valuable choices.

Skills, in the interaction with customers, need to solve problems skillfully.

For example, the problem of choosing clothing styles for a few people is a problem, because the aesthetic differences caused by the different image characteristics of each person affect the customer's decision.

This requires shopping guide to rearrange the customer's choice of the value order of clothing styles, help customer skills analysis, and what influence each person chooses to have on clothes. What does this purchase value more? And other information to push customers to establish new purchasing values from the side.

The experiential sales mode of garment specialty not only shows its advantages in the off-season, but also is very important in any season. Every brand agent, agent and distributor should import this professional sales into sales management, especially some high-end women's clothing and men's clothing brand. In the case of product turnover and product production cycle is not dominant, professional sales is the most feasible strategy at present.

The specialized sales management of clothing consists of three parts:

1, store product style combination order should take full account of the local consumer group's image, appearance, characteristics and rules of the style of the request, not just some dress habits, popular acceptance evaluation.

The combination of product styles means the marketability of your products, and the analysis of the local clothing style rules as well as the analysis of the local size and size rules. This is the real meaning of avoiding inventory. Rather than the large amount of inventory caused by personal aesthetic preferences, it is still complaining that it is difficult to do so in accordance with the data in previous years.

We can analyze the real cause of the data, and then we will do well in the next quarter's sales.

2, specialized sales training is planned as training template and routine management.

This is what I have summed up for a long time. If any training is to ensure the effectiveness of training, there must be some standards that can be followed and a system that can be landed.

Professional sales are even more so, different clothing brand nature (fashion style, leisure, occupation, women's wear men's wear, etc.) need different templates.

Clothing consumption is different from other products, and personalization is very strong. With the change of season every year, personalized interpretation is also changing.

Therefore, the framework of training templates can be the same, but the template of content needs to be adjusted and revised annually in order to facilitate large-scale promotion.

3, as professional sales are ultimately realized by terminal shopping guide, the management mode will naturally set up the terminal purchasing management system around the professional level and sales level of the shopping guide.

Hierarchical management can not only enhance employee's professional aspirations and sense of purpose, but also extend the career cycle of shopping guides. The greater characteristic is that because different brand positioning is different, training templates will not be the same, so they will not cultivate talents for competitors. This is the business advantage of professional specialization.

Specialized sales can also be divided into many unique service models, which are developed according to the brand product structure and core selling points.

Such as wardrobe service sales mode, body matching with sales service mode, occasion dressing service mode, etc. these sales and service modes can be used as marketing gimmicks to promote, and help customers continue selling the selling point.

Editor's note: the subdivision of the garment industry is not only a breakdown of the product, but also a segmentation of the terminal sales mode with competition. It is inevitable that the growing maturity of consumers is a major trend. Of course, it is not just the off-season that makes sense of pressure. Is that right?