The Position And Training Of Shopping Guide In Retail Enterprises

　　 Who is the most important?

At the same time, I gave a salesperson service training to a terminal of a retail brand. When I talked about the service, I asked you a question in the classroom: who is the most important? Who should work around all the services? Everyone is saying they are customers. Today, this is a concept that needs no further discussion. Customers are the source of our performance as a retail brand. In the whole enterprise, whether it is the retail department, the design department or the production department, it also focuses on the needs of the target customers.

　　 Who is second important?

I immediately asked second questions: the customer is the most important, who is the second important? Who is the next to the customer? At this point, we have no agreement. Some say it is a designer, some say it is a franchisee. I asked why the chairman of the company is second important. Some people stood up with fear and trembling and said, "every time they come to the store to check their work, they are very afraid of them. After serving the guests, we immediately serve the leadership of the company." After that, everyone burst into laughter, and even the leaders sitting in the front row were embarrassed.

I then asked: when customers buy our products and enjoy our services, who are the most exposed to our company? Are they designers? Retail managers? Join the boss Is the production line worker? Or is your chairman or general manager? Or is the store manager and shopping guide here? Everyone says with one voice: the most frequent customer contact is our terminal staff and guide.

Our designer's fame is so great that he can't directly sell the products he designs; our middle-level cadres are too high to be able to care about the customers; our chairman general manager is more brilliant, and the customers seldom see them once a year; however, the "not important" shopping guide in our shop, a lack of smiling service, an inadvertent speech, and an action without training and guidance, may drive away our "God", how to design the avant-garde, how rigorous the management is, how advanced the production is, how advanced the production is, and how great the entrepreneur is. What's the use of these?

I often put Retail terminal stores The shopping guide is the striker in the football match. The functional departments of the design, production, marketing, retail, decoration, finance and so on are only the roles of the guard and the midfielder in the football field. All the jobs should be sent to our "forwards" to get better balls. Although everyone on the pitch can shoot, it can not be ignored that in the arena of retail terminal store brand, shopping guide is only a shot.

Now, who is next to the "God" after the customer, who is the shopkeeper and shopping guide of the whole country's stores.

　　 customer It is through contact with them to buy goods from the company that they sell their products through them.

Who is second only to customers? The answer and the importance of this question are self-evident. It concerns whether you really are customer focused and better serve customers. Only in this way can our retail brands create more efficient performance.

How to train the important shopping guide after customers?

Now, it is of practical significance to focus on how to train and train "only after the customers". If it is only to make the splendid decoration, fashion avant-garde, and do not know the real shopping guide, communicate with customers and produce sales guides, and carry out comprehensive training and training, then store management is far behind in modern management. Shopping guide is a part of display, so we often say it with care.

When customers come to the store, the most frequent communication object is shopping guide, so the words and deeds of shopping guide are the key factors that affect customer behavior. In the process of communication between people, behavioral research concluded that 83% of human external information comes from vision, 11% comes from hearing, 3.5% comes from olfaction, 1.5% comes from sense of touch, and 1% comes from taste. On the shopping guide, vision is the behavior in the eyes of customers. Hearing is the language of shopping guide to customers. These two parts add up to 94% of the influence.

Unlike other training ideas for sales and store sales and service skills, our training is based on the standard training of guide shopping and language standards. Our brand training course "shop guide shopping service skills - six pulse sword" is the eight standard service actions of the church shopping guide. From visual and language, customer purchase behavior is fundamentally affected.