Improving The Service Staff's "Evil Practices"

No matter how excellent the brand is, it will eventually sell the product to the customer and let the customer have an ideal consumption experience for the brand. carrier It can only be the terminal salesperson of the store. Therefore, in such a highly competitive market environment, more and more brand enterprises hope to gain more market benefits for brands through more efficient and high-quality terminal operators.

So how can we increase the service and marketing capabilities of our terminal staff? If we take the traditional Shop assistant training While training mode is the right way to improve quality service, there are still some "evil ways" that supplement the "right way" and make up for short-term effect.

Start with recruitment

In the ten years of planning and service for the terminal, I have recruited and searched various marketing personnel for many terminal stores, and for a long time, I have my own set of interview routines. Before each interview, I will prepare three things: 1, resume of candidates; 2, past brand background information or domain information; 3, LOGO logo and representative brand product pictures of more than ten international first-line and second line brands.

When an interview clerk arrives, he will first tell him about his past career or learning experience, that is, the content of his resume. This way is mainly to examine his own experience outside written content. At the same time, through his language coherence, body and eye performance to know whether he is truthful, can also see his own language expression ability, such as his fluent Putonghua, in front of strangers expression is smooth, unconscious body language is accurate and so on.

While asking about his past brand operation or his ability to do well in the field, he is more interested in examining his language organizing ability and experience summarizing ability. Whether he can have a logical expression of his past experience, whether his point of view and his understanding form are coherent. Therefore, the content of this interview is not whether his narration is correct, but whether he can understand the agile analysis ability of the problem and the logicality and fluency of the language in the description process.

Final Brand identification The interview is actually a "misleading" question. It is also the largest proportion of the three interview sessions. In the process of identifying these brands LOGO and products, many interviewees think that they are assessing their knowledge of the industry. They do not know that the unconscious tone, appearance, physical performance and on-the-spot reaction in their response process are assessing their "integrity" and "future work status". There are four results of this assessment.

If he is the right answer, he will not only be knowledgeable about the industry, but also recognize the products of many international brands. He will have a strong sense of fashion. This kind of staff is easy to identify target customers in the store, and is more communicative and easy to interact with customers.

A confident answer to the person who answered the wrong question without hesitation. Such people are determined not to, even though their experience is excellent, their experience is very rich, and their previous interviews are excellent. Because this is not only to deceive the truth of "ignorance" with the appearance of "self confidence", but also to fabricate "lies" with the deception of "self confidence". Such a person will behave in his work as arrogant, bragging, poor command acceptance, and seeking reasons to prevaricate.

And for those who are shy to say "do not know" or hesitate to answer the unrecognized brand and show their interviewer to the examiners, they have fulfilled the standard of "integrity" in two words, and have met the goal of assessment.

If a person can not answer or answer all the questions correctly, he can only show that he is not only a problem without industry experience, but also shows that his personality has such problems as closed behavior, narrow channels of knowledge and knowledge acquisition, poor learning and acceptance. Such personnel are not suitable for fashion brand shops.

Combined with the above three types of assessment, the personnel who are able to meet the requirements of the interview have already had a basis for becoming an excellent terminal service clerk. After that, we are learning and training specialized, systematized and characteristic service contents for the store service, making it the executor of brand service promotion.

Stones from other hills can be used to attack jade.

When recruiting salesmen, we often like to recruit those who have been in similar industries or locate the same brand. Not only can we save a lot of training time, but also get the sales profits brought by personnel recruitment in time, and we can get other brands' mature sales experience and training content, and enrich their own internal management content. However, the author believes that a brand can achieve a high quality service system and achieve excellent performance in the service content. Although the systematic and mature training contents and references are important, the skills and behavior need to be more in-depth and more practical. Therefore, when choosing shop assistants, the author prefers to find suitable terminal clerks from the service industry, such as hotel management, chain catering and entertainment services, which are more dependent on services.

A friend of mine is vice president of a high-end business men's clothing brand. The brand has gained market recognition by relying on good product development and brand external image in the early stage, and has a place in many front-line shopping malls. With the stability of store operation, the focus of terminal operation begins to enhance the reputation store of brand market and realize the stability of terminal sales through the promotion of customer service. Although enterprises have spent a lot of money and time, there are still many problems in the field service of personnel. Once, friends and company executives went to a local famous nightclub to receive customers. He is worried about the promotion of services, so his attention is focused on the song attendants and wine salesmen in the nightclubs. He finds that these girls have not only been trained in the nightclubs, but also frequently contacted the so-called high consumption customers in the service process. Those who are rational, unreasonable or even eccentric are hard to deal with. They have their own corresponding solutions, that is, making guests happy and consuming. After this trip, he recruited several public relations personnel in the entertainment industry through some channels to serve as the terminal service commissioner for his brand. Although their initial knowledge of products is not strong, after a period of training, they have already met the requirements of enterprises. During the 2 months of the pilot, they made full use of past service experience and on-the-spot skills, so that the sales performance of the pilot store and customer service feedback increased linearly. In this case, he also asked the staff of the training department to work in stores, and record their service forms and service contents at any time. After finishing, they formed the teaching materials for later service training and extended them to other shops.

In the above case, we can see that although the products run by clothing brands are different from other industries, there are same reasons for the service forms and service contents between people. By drawing on the successful factors of other industries, we can not only upgrade our own service capability and level in a short time, but also improve and adapt itself in the service process, and ultimately achieve the brand's own characteristic service system.

The power of feeling

When many brands say "create service quality and lead international brand", they always hope that their terminal stores employees will be able to match the level and ability of their services as those of international first-class fashion brands. But it turned out to be a bad match. I often tell the marketing staff on the front-end line: if we can not experience the services of those first-class brands, we can only laugh at the chase and transcendence.

In 2008, when I was the brand director of Navigare Greater China in Italy, I talked with the shop management department about the contents. But the result of feedback is either "shop assistants are young, they do not dare to see or know what to see" in those big shops, or they say, "they never went in, they could not afford to buy those brand names, so they always felt that they looked at them with their eyes." The result is: it's useless to look at it. Since most people think this is the case, then I need to do a demonstration in person.

I chose Navigare to test the clerk at the friendship store in Guangzhou. Not only is the store close to Libo square, which is a well-known brand in Guangzhou, but also because its customer base is relatively high, so the service can be more effective. So, for the three salespersons in the store, I asked them to put on the most fashionable clothes in their home, leading a girl to Libai square every morning to feel the service of the international brand. In the process, I dressed up as her boyfriend and chose 1-2 international brand shops. After entering, not only looked at the products, looked at the display, commanded the clerks to bring different products, let me bring the "girlfriend" to try again and again. Each shop should try a shirt (or T-shirt), a pair of trousers (or skirt) and a pair of shoes at least in the fitting room. During such repeated trials, let her personally experience the service of these brand clerks, and take these problems to feel.

What kind of service language do these clerks use in their service process? What are their tone and expression patterns? How do they dress themselves when and after fitting? Where are their positions? How do they recommend professional terms when they recommend different styles or products of different colors? Even if they haven't been purchased at last, what is the reaction of these international brand clerks? What will they say? What are their etiquette standards and body language in the sales process?

If this is the case, three days each day, take a salesperson to different shops and personally experience it. After the experience comes back, we will compare with the training manual we use. Three days later, three people will share their feelings, together with what they see, hear, and feel in their service. So far, they have experienced the content of the so-called international brand service.

After three days of "learning" expires, their understanding and feeling of service is completely different from before. It was thought that those training requirements in the training brochure were merely written requirements, and it would be impossible if they were actually done. But after learning, they find that those services that they did not understand, did not want to do or think they did not need to do, were executed well in those international brands. This also enables them to know what form these services should be done and how to implement them in the process of doing so. Since there was no knowledge of it before, it is now possible to "follow the instructions" and come true. The service has also been upgraded from here.

Above, I illustrate by example that clothing brand shop assistants improve their service level, not just from what we teach and what they learn, we can make our service content easier to understand through more initial settings. Service is the expression of one's own mind. It embodies knowledge, quality, experience and certain psychological qualities. Therefore, apart from our systematic training system, these small "evil ways" are also some small "means" in the process of choosing and using, whether it is using people or testing people, it is a supplement to practical training, and also a small "lubricant" to our success.