Retail Expert Wang Jiansi On Clothing Sales

Case: a customer walks into a house clothing Shop, the clerk immediately asked her, "what kind of clothes do you want to buy?" when the customer came to the front of the suit, the clerk immediately said, "this suit is very suitable for you. Now you buy a discount, it's very cost-effective." When the customer came to the shirt, the clerk added, "these shirts are the new ones just arrived." In short, customers can not be quiet, it is very annoying.

The customer picks up a dress to make a comparison, and the clerk will say, "you really have a good eye. This dress really matches your complexion." No matter what clothes the customer wears, the clerk will say, "you really fit well." It was very false, and the clerk was totally insincere.

From the case, we can feel that the salesperson's excessive sales enthusiasm will not give customers any good impression on the products. In such a fierce environment of homogenization competition, customers choose very much. If the service process of a salesperson makes customers feel bad, customers will naturally escape from the store and turn to others' arms. Wang Jiansi, a real retail expert, pointed out: "the reception and service methods of shop assistants are often due to a" degree ", which not only does not play the role of" taking in passengers "or" transaction ", but becomes" rush customers ". On the one hand, it is caused by the poor quality and attitude of individual salesmen, but on the other hand, it is caused by wrong management systems and skills training.

If there is no good way, performance oriented shop management will directly evolve into performance pressure imposed on the store manager, and the store manager puts pressure on the shop assistant, thus causing the shop assistant to impress the pressure on the customer imperceptibly. So what methods and skills should be used to retain customers and increase purchases is crucial.

　　 Grasp the impulse consumption of customers

Perhaps every mistake in the salesperson's speech and behavior seems small, but because everyone repeats every day, the loss caused by the long age is very serious. Because we all know that under the homogenization competition, customers' uncertain and impulsive random consumption accounts for more than 90%. Any improper service or promotion process will always make customers have no interest at all. How much impulse can they generate?

So, first of all, we need to make sure that more than 90% of the customers do not explicitly go to the street before shopping or consuming, directly rushing to a certain brand. For example, you want to buy a pair. leather shoes Then go there, go around, maybe buy a look at a store. But maybe for a long time, I didn't see any favorite leather shoes, but I bought some clothes to come back, or I didn't buy anything.

That is to say, more than 90% of the customers in the shopping area, no matter which store they enter, subconsciously just take a casual look at it. "Please note that understanding the 4 words of" casual look "is the key to the success of sales in most stores. It is also a watershed between "taking customers" and "catching customers", because the process of serving customers and achieving sales is first communicating with customers, then persuading customers, good communication is the premise of persuasion, and good communication is based on the premise of consistency with customers' subconscious. Wang Jiansi said.

In addition, he pointed out that another subconscious psychological phenomenon that a salesperson should pay attention to is the safety distance of customers before seeking to be consistent with customers' subconscious. "There is such a safe distance between people. For strangers, the courtesy distance is about 1.2 meters ~3.6 meters. In order to keep a customer, many shop assistants often like close service, and enter the 1.2 meters range inadvertently. They invade the safety distance of customers, many customers do not understand this concept, but they will feel uncomfortable by instinct, so that they want to get rid of the shop assistant, but the clerk will keep up with them and eventually drive customers away.

　　 Subconscious resonance with customers

The so-called consistency of seeking subconscious with customers is to resonate with customers' subconscious. Wang Jian Si It is believed that communication between people is the same. If a salesperson can find out the frequency of a customer's subconscious mind, that is, the subtext of a customer's mind, then let himself adjust to the same frequency and communicate with his or her own subtext, the other party will resonate with it. At last, it will follow the salesperson's mind without knowing it. "This selling technique has been applied by more and more enterprises, which is called" attack sales "or" hypnotic sales ".

Take a simple example: a customer stroll through the mall and go through a brand clothing shop to have a casual look. The frequency of her mind is "casual look."

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If the shop assistant says, "welcome to XX (brand name)! What kind of clothes do you want to buy? We have a lot of new styles in these days." There is nothing wrong with this sentence on the surface, and I have seen almost 99% of the shop assistants use similar sentence patterns, but in fact, they are not in the same frequency with customers.

Customers often say, "let me take a look." This is her instinctive answer, representing her subconscious mind. In fact, the customer has denied the salesperson's "what kind of clothes do you want to buy?" this assumption about "buy". She had already had a glimmer of unhappiness in reply, and neither of them could be aware of it.

But if the clerk directly says, "welcome to XX (brand name)! Are you here to see the clothes? We have a lot of new models in these days." Customers often say, "yes, let me take a look." She must be relaxed and happy when she answers.

Some sales training said, "asking questions to make a lot of money", and some training said, "let customers continue to speak yes", in fact, they are all talking about the same thing, that is, they should ask the topic that is consistent with the customers' subconscious, so that customers can naturally answer "yes". When customers enter a shop, do not habitually ask the customer: "what do you want to buy?" because from this sentence, we have already begun to catch up. Wang Jiansi suggested: "close service customers, seemingly aggressive sales promotion, may actually lose more. I really don't know what to say. I would rather not say nothing, keep a certain distance from the customers, observe the customers' behavior quietly, find out that the customers need it before they come forward and give appropriate help, and improve their performance.

For example, there are 5 shop assistants and 20 customers. Close sales may not entertain 5 customers, but also leave behind 15 other customers. Instead, each salesperson carefully observed four or five customers nearby, and responded in a timely manner, and the possibility of the transaction would be even greater.

　 Reassuring customers

There are two other common problems in storefront sales, that is, customers always like to say "too expensive" and "the quality is all right."

Many shop assistants like to start reasoning with customers, using various reasons, expertise and so on to tell customers that they are not expensive or expensive, and there is no question of quality.

Originally, when customers began to say "too expensive" and "quality is OK", they often issued a purchase signal, but needed further confirmation and certain affirmation or protection. However, once the clerk started reasoning with customers, it became "rush customers" again. "At this time, there is only one thing we need to do, that is to keep our customers at ease." Wang Jiansi said.

If the customer says, "too expensive," his subtext is actually: "here is not going to sell more expensive than others." therefore, the salesperson needs to make him feel at ease: "if at the same time you find cheaper than us, I promise to double return the difference!" if the customer says, "the quality is all right," his subtext is: "in case of quality problems, what should I do?" therefore, the salesperson needs to make him feel relieved: "Sir, if you find quality problems in seven days, we will return unconditionally. At the same time, free warranty within one year... " And so on.

Finally, Wang Jiansi stressed: "in short, in order to prevent your shop assistants from changing their customers, we need to train the shop assistants more effectively so as to improve the level of sales communication."