Winning The Terminal &Nbsp; How To Realize The Sale Of Shoes And Clothing Enterprises Terminal Technology.

Terminals should emphasize "technology" rather than "skill". "Technology" can reflect the differentiation between brand and product, and it can also be mastered by salesmen.

The terminal sales and training of Chinese shoes and clothing brands have reached a bottleneck. Each brand appears to have been powerless in terminal performance, and has not been heard for a long time. " Final victory terminal Such words. Instead of saying that the industry has passed the "decisive battle" period, it is better to say that we can't play any new tricks.

In fact, the significance of the terminal is still crucial, but the expansion of the "decisive terminal" has spanformed into the terminal's "deep management". Terminal sales need more effective and creative solutions to adapt to the new competitive environment. We call this solution terminal sales technology.

Necessity of using terminal sales to improve sales performance

When it comes to how to improve the sales performance of a store, people always say "people, goods and fields". This is a good generalization, but it is often used as a shield by some sales and management staff who are unwilling to think or perfunctory. What we need to do is not to be excluded from the door by people, goods and fields, but to open the door and explore it. Only in this way can we find the most suitable key to improve store sales performance. But here, we can think in a different order: "field, goods, people".

"Field" is not only the three acres of Acre, not just display, atmosphere, temperature, lighting and so on. "Field" reflects the brand image and the core value of the brand, which is also the key factor to solve the terminal "to the number of customers". Many brands have to face the fact that the image of the brand terminal is hard to break through and the core value of the brand is blurred.

For the terminal, what about the "goods"? A customer I served looked at the sale of the last year at the end of last year, and the boss found a good excuse for the company -- "no goods." It seems that "goods" can not be solved by our terminals, let alone the owners themselves admit it! Of course, this is a small joke, but also an extreme. More generally, the homogenization of each brand is serious. For example, a shoe factory in Fujian is located in that small area. How many products do you say is identical, so that Wenzhou shoes, Fujian shoes and Guangzhou shoes are formed in the footwear industry.

The common existence of similar goods makes the difficulty of terminal sales further increased. But in another way, assuming that the goods of the brand have something unique, they can let the "goods" lead the "turnover rate", and do not require terminal shopping guide, or greatly reduce the number of managers.

It can be concluded from the exclusion method that starting from "people" is the core choice to improve the performance of terminal sales. But everyone is a completely different individual. What we need to do is to break through the limitations of human beings, improve sales behavior, improve sales rate by improving sales behavior, raise customer unit price, and let customers have different experience for your brand, even the same product.

The traditional selling techniques have come to an end.

In order to standardize and improve sales behavior, various brands have invested a lot of work, especially terminal sales skills. But after nearly ten years of development, the sales level of each brand has reached a flat level (everyone is the same), not the peak.

Usually, we apply three skills to terminal sales: Sales steps, selling points, customer analysis. These three skills do help terminal staff improve their sales performance. Among them, the nine step method based on business steps and the sales steps have been popularized at the terminal. I think this technique can no longer be a "skill". It is a basic vocational skill. It's like that a car driver must learn to drive first, not because a driver can drive a car.

and Sales Point (FAB) more is a mere formality. Because of my professional relationship, I have access to many companies' FAB, which basically does not have any characteristics. If FAB is extracted without characteristics, it will not create a customer experience of alienation. As for customer analysis, we often like to analyze customer type and customer purchase decision process. But it is certain that most professionals who specialize in consumer behavior are hard to distinguish, and even the terminal salesperson can not simply predict and imagine because of the complexity of customer psychology and process integration. So in most cases, customer type and decision-making process can only be a very reasonable sales theory.

When each brand adopts the same sales method, similar products and different brand appeal, sales skills can no longer become a "skill", but a meal that every terminal salesperson must have, and these things can no longer help them sell well. Do we have a better way to break through the bottleneck of terminal sales?

The answer is yes. After years of research and Practice on retail terminals, it has been found that if sales techniques are technicalization, sales performance will be effectively improved, that is, terminals should emphasize "technology" rather than "skill". "Technology" can reflect the differentiation between brand and product, and it can also be mastered by salesmen.

How to realize terminal sales Technology

How should we achieve the technological revolution of terminal sales? Usually we need to complete three aspects.

1, a clear premise -- the core of sales technology.

Terminal requires a clear premise when establishing sales technology. The core of sales skills is to create customer experience, that is to say, through this technology, customers can easily feel it. Only by achieving this goal can we really improve the differentiation of brand and product, and then let the store stand out from many similar faces and improve the turnover rate. Remember, letting customers experience is the core of sales technology.

2. Establish frame Standardization of sales Technology

To make sales a technology, first of all, it should be something that can be standardized. For example, customer purchase decision process is a difficult thing to grasp, and sales process based on business process and FAB based on product selling point can be standardized, but what is lacking is something that customers can clearly experience. That is to say, we should make our speaking and action technology in sales, and let the customers really experience it; we should turn this idea into a framework for selling technology, and then go deep into it.

3, continuous import technology import skills

After establishing the framework of sales technical standards, we need to import sales technology step by step.

1) shopping guide is spanformed into technical salesperson.

The first thing to do is to spanform the shopping guide into a technical salesperson. In this world, professionality is always respected and trusted. We have done a consumer research in the footwear industry, and almost 100% of the customers are more willing to recommend products to him than designers.

2) refining the unique technical standards of products.

The unique product technology standard is not a lot of technical parameters, but a content that can be narrated, let the customer experience, and can be applied to the sales process. A lot of brands will tell me that our products are good, but they are made of leather, but can customers experience them?

If I ask, "what is the function of the vamp"? I believe most people will say "beautiful", "keep warm", "waterproof", "protect" and other words, but all brands can express this, and, sadly, these words do not promote sales.

If I say, "shoe upper is to keep your feet in the right place," this will produce two effects. First, the consumer thinks your product is very professional (even if your product looks like the rest of the family). First, the heart is full of doubts, and I urge you to continue explaining it to him.

Here I would like to emphasize that even if everyone is the same, what you have to do is to speak out and show it. Because this will greatly enhance customer experience and psychological imprinting.

3) break through the traditional terminal training mode and establish a new terminal training system.

The traditional terminal training is top-down and out of touch, which is somewhat out of touch with the reality of the terminal. It is necessary for the brand enterprises to establish a training system combining with the front-line, so as to encourage more salesmen to provide more sales cases. At the company level, what we need to do is to refine, train, reuse and refine from these cases under the guidance of the sales technical framework. Only in this way can the sales technology be continuously developed.