Home >

Process And Emotional Attitude Determine The Success And Failure Of Domestic Clothing Market.

2010/8/16 17:01:00 46

??? 日本語 Fran?ais English 中文

Conventional

Marketing Management

The concept includes 4P's marketing mix strategy -- Product (Product), price (Price), channel (Place) and promotion (Promotion).

With more and more common imitation, customer satisfaction gradually derives from the traditional 4P marketing strategy and becomes the fifth P People.

In the retail management of clothing brand, People is a part of heavy lifting.

The following examples can be used to find out the different effects of people's different mentality in retail.

There is a customer in a certain company.

Clothing brand

The shop bought a new dress.

It was not until a week later that when I remembered to wear it, I found that there were minor defects on the clothes and then I went back to the store to change them.

Let's take a look at the performance of most brands in dealing with this problem.

Customer: "I bought a dress from you. There is something wrong with it."

After hearing this, shop employees will immediately question customers. Let's take a look at this question and answer game:

Shop assistant: "when did you buy it?"

Customer: "Oh, I bought it last week."

Salesperson: "did you buy it at this store?"

Customer: Yes, I bought it in your shop.

Salesperson: "do you have a small ticket or receipt?"

Customer: "ah, I don't know where my ticket goes."

At this point, the clerk will immediately say: "sorry, no small ticket can not be returned."

Then, the guest was furious: "what? No small ticket can not be replaced? This is what you bought here, you see clearly!"

In many brands of shops, this kind of handling is quite common.

When dealing with such problems, shops only follow "

program

"To solve the problem, but ignore the customer's" mood ".

Although most stores are changing or returning their customers at the end, but because there is a dialogue ahead, will this customer become a repeat customer?

If a salesperson can consider the problem from a customer's perspective and solve problems for customers, he can not only deal with customers' problems according to the "procedure" but rather appease the customers' "emotions" and feelings.

If you say so, "sorry, I have trouble with your clothes. Let me make you a special trip."

I am sorry, please wait a moment, I will deal with it for you immediately. May I ask your name? "What is the mood of the customer at this time?

The customer finally achieved the expected return purpose, and because of the proper handling of the clerk, the customer would probably become a repeat customer.

Which is the effect you want? Different methods and attitudes lead to different effects. The effect depends on your mindset.

Suppose a salesperson sees a customer coming back and immediately thinks "this customer has a problem". He subconsciously puts the customer on the opposite side. Naturally, he will not adopt a cooperative attitude and make every effort to avoid the business losses caused by the return.

If the salesperson's mentality is changed to "this customer has a problem", he will be more willing to help customers solve this problem, hoping to bring more sales opportunities.

To achieve such a qualitative change, a salesperson must have a deep understanding of the source of business.

How does a product turn into a profit? It is a salesperson's introduction of a piece of clothing in the process of communicating with customers to win the trust and love of customers, when the product can be converted into store sales and employee Commission.

Having understood this reason, the shop assistant no longer feels "this customer has problems".

The way to do business is ever-changing, but it is inseparable from the truth that "let the customer be satisfied and let him turn around".

Successful business depends on long-term customers. The maintenance of long-term customers needs to understand customers' needs, understand their customers' needs, solve their customers' problems, and consider problems from the starting point of customers.

Many managers have gone into a misunderstanding that the better the brand is, the better the business will be.

As everyone knows, the more famous brands are, the more pressure will be placed on store management.

Because customers feel the most direct feelings and experiences of brands, and even decide to buy them, they are realized through retail outlets.

And the attitude of store staff to customers is the key to business.

Even if you have a better product and brand, but you can't take the customer as a source of business, how can you treat customers well and help customers solve problems? So we can see that retail management should be based on mentality.

Some companies attach great importance to the communication skills of their employees, and think that mastering the skills of the eight faces can cope with the endless demands of customers.

Yes, proper communication skills help solve problems, but how to express such skills lies in the mentality of employees and the problem of seeing them.

If we only focus on skills and ignore the management of mentality, we will be obsessed with evil spirits.