Brand Marketing Profits Newcomers "Deformation"

For a clothing brand, stores are located at different terminals.

The ability of terminal employees often determines the sales volume of a brand.

There are three points that enterprises need to improve in organizing and implementing sales training: first, suitable training methods and courses; two, training effect tracking and implementation; three, training investment return rate analysis and evaluation.

However, in the actual training process, it is easy to appear that the contents, methods and courses are not closely linked with the general objectives of the enterprise. Training is only a formality, not aiming at an industry, lacking practical operation.

The "reality substitution method" and "on-site guidance method" complement the original classroom type short-term centralized training form, and help the new store members to achieve rapid "growth" through more abundant and diversified training methods and training strategies, so as to complete the training contents they can not achieve in class.

Experiential training strategy of "reality substitution method"

One of the key behaviors of brand marketing is "consumer service experience".

Starting from the "welcome" service of the clerk, until the end of the customer purchase process in the store, and even the last "delivery service", all the staff need different service contents to correspond to the different needs of customers.

With the different needs, the corresponding forms of service include language, facial expression, body behavior and action.

Although this kind of content is also involved in system training, there are two completely different processes to accept content and application content.

Therefore, to realize the rationality of the application of the new salesperson service behavior, it is necessary to let it experience the reasonable service behavior first.

Gucci, Prada, Louis Vuitton and other internationally renowned clothing brands, not only have a long history, brand service management standards, at the same time, their customer service system and on-site service performance has also been recognized by many brand consumers.

The "reality substitution method" is to use the service experience experienced by the new store members in these famous international clothing brand shops to continuously verify, experience and summarize the brand behavior standards.

Intonation, language content and listening expression; standing distance, standing position and body position; obtaining customer demand to the product area in the guidance posture, cutting speed, guiding the communication language; the form of product removal, the expression of product characteristics, material, process description and guidance manual application; the customer's suggestion language during the trial and try on products, guiding the standing and finishing process during the audition; the customer put forward the answer method of the product doubt; the language and behavior of the dissatisfied product replacement and recommending, the customer's speaking content to the multi product trial, the untried purchase of the salesperson, the location of the guests and the guest sending language when customers leave the shop. From the moment they enter the shop, they begin to observe their behavior in detail: the voice of the clerk when they greet guests.

The above nine points are the contents that must be observed and paid attention to when the new shop members experience the famous international clothing brand shops.

Because for these international brand salesmen, these nine elements in their service process are the best summary of their experience of high-end training and past service, and they are also the core of their most valuable service.

Although different brands and enterprises differ in their positioning and business forms, they all converge in the performance of terminal services.

New store members can experience, experience and even enjoy this high-end store service in just a half hour, instead, push them to integrate these experience contents with the service standard of the work brand into the modern era, so that the terminal application can be better realized and the understanding of the end customer service will be strengthened.

In this experiential training process, two people collaborate one group, one person experiences another observation.

After the end, the oral and written summaries were made according to the observation and experience. According to the training contents and the current operating conditions of the self brand, the service forms and service feelings were put forward, and the training results were strengthened through virtual demonstration.

Auxiliary teaching training strategy of on-the-spot guidance method

When new store members enter the shop, many companies expect older experienced salesmen to improve or help new salesmen in their experience and skills.

However, under the relationship between sales performance and job responsibilities, old shop assistants are less and less instructing for new salesmen, and sometimes they even deliberately suppress the growth of new salesmen due to job competition.

Therefore, on the one hand, in order to eliminate the existence of this kind of influence on the phenomenon of enterprise's market income, on the other hand, in order to make the terminal "actual combat" experience better spread and impart, the author has set up a terminal "mentor", an auxiliary teaching method in the shop.

First of all, shop assistants at the time limit of each terminal shop can apply for the position of "mentor".

The company regularly conducts examination on the staff of the "mentor" position, including corporate culture, brand concept, professional standards, business processes and product sales skills.

Through examination, a certificate of "instructor" issued by an enterprise can be obtained, which proves that the shop assistant has the qualification to tutor new staff.

Then, according to the number of new salesmen trained by the staff to measure whether it can be promoted to the position of "senior instructor", enterprises give them certain symbolic financial reward at different levels.

Secondly, when the new store member enters the store, according to the assignment, the instructor can conduct a one-on-one training guidance for the new store staff.

In the course of the work, the new shop assistants, when learning the skills and experience of the mature shop assistants, get real-time help from the "mentors": they can point out the deficiencies of the new clerks in time, and give correct guidance and improvement methods;

After six working days, the "instructor" and the new store member fill out the "6 day observation period" and the "6 day observation period clerk feedback form" respectively, so as to enable the brand managers to know whether the two sides are competent for their work in a short time so as to make timely adjustments.

During the probation period, the new dealer's Trading Commission will be awarded to the "mentor" in a certain proportion, and it will also be used to compensate for the loss of the sales staff in the mature process.

Finally, after the end of the new shop entry period, the staff at the terminal shop fill out the feedback assessment form for the new salesperson.

Combined with other textual research projects, I finally confirm whether the new salesperson can pfer to a full shop assistant.

Under such a spot guidance system, the enterprise enriches the terminal position and post honor system, enhances the enthusiasm and real income of the mature shop assistants in actively training new salesmen, and at the same time, can better stabilize the terminal sales team, promote marketing collaboration and realize the improvement of the overall staff quality.

The "reality substitution method" and "on-site guidance method" can make the original training content better and more comprehensive get the understanding and application of the new shop assistants, help new salespeople to establish confidence in their work, and quickly integrate into the existing brand terminal management system, so as to realize the deepening and diversification of the training system.