How Clothing Stores Do Marketing By Heart

There are countless experts and scholars who teach the shopping guide what to do well, for example, to do well the window for consumers to understand the enterprise; to do well in communication between consumers and enterprises; to do well the corporate image ambassador, but no one tells them what to do. In conjunction with the "strange status quo" of shopping guide observed by the end of many years, the author helps the shopping guide to identify his position. There are four roles not to do: teachers, guides, experts, beggars.

No tour guide

The duty of a tourist guide is to let tourists appreciate the beauty of mountains and waters, appreciate the spirit of culture, and understand the mystery of ruins. At first glance, the work of shopping guide and tour guide is the same. At the end of the terminal, consumers are like tourists. They come to the counter and ask for a presentation of a product. After listening to an introduction, they refer to an introduction. After listening to a few paragraphs, they will say, "you have introduced well, I will go to see the products of other brands." The guiding idea of the consumer guide is explained. In this way, we have received a lot of consumers. Consumers also look at a brand and another brand, which brand has its own differences, but it doesn't know which product to choose.

In the terminal sales process, sales personnel should occupy the dominant position, guide consumers with their own ideas, and make customers vague needs clear, rather than passively follow the way of thinking of consumers. Consumers are not product experts. Most consumers only have motivation to purchase, but they do not know what functions, materials and appearances of products that they really need. All kinds of exquisite appearance, unique selling points, high-end materials stacked products of the ocean, consumers have not been consciously guided by sales staff, just like tourists, take a fancy to it, will only lead to dazzling, can not choose to really meet their needs.

In the sales process, the initiative should be held in hand, selling products that you want to sell, and selling products that consumers need. Use a set of sales methods and techniques to guide consumers.

No teacher

　　 terminal Some of the salesmen, who met the consumers, began to talk about the product knowledge. They talked to the consumers from basic knowledge, industry knowledge, product structure, product materials and product selling points, and moved the training class to the terminal. They regarded the consumers as a student who accepted the training of products. A lot of shopping guides usually communicate with people smoothly, but at the end of the meeting, the speed of the consumers' speech starts to accelerate. After the author's analysis, it is found that, at the terminal, the customers' attendance is hard won, and the terminal competition is fierce. With the knowledge of the products being very high, they want to reach sales in the shortest time, for fear that a certain aspect of content is not in place, it also creates a tight schedule, and the speed of the shopping guide can not be accelerated.

When consumers come to buy products, their motivation is that the status quo is not satisfied, resulting in the purchase demand. This demand is to change and optimize the living situation rather than knowledge training. The endless explanation will cause consumers' antipathy, and the two is that they will speak more and more. The author also mentioned in the article "interpreting the core skills of terminal sales in three sentences", which can not be followed by words but not by words.

The existence of this problem also reflects many enterprises' terminal sales training methods are not proper, only giving product knowledge, but not giving knowledge application methods, resulting in the guide purchasing staff to mechanically train classroom training content, and involuntarily turned himself into a teacher.

　　 Do not do expert

Most products are made up of patented technology, innovative technology and applied technology. These technologies have professional terms and special titles, but only those professionals can be familiar with these terms. But most of the shopping guides are expert in their own lives, full of professional terms, using the words that consumers can not understand to show their expert image. Consumers do not understand what you are talking about. Will he buy your products? Some consumers are afraid to go shopping, not having no spending power, but regret that they can not satisfy their needs after buying. The way to dispel consumers' doubts is to let consumers truly understand the benefits of products and the benefits they bring.

It's good to be a product expert. To become an expert, we need to "go deep into" products, but in the face of consumers, we should be able to "relax", spanform the technical terms that are difficult to understand into life language, and use "ordinary words and side events" to tell consumers the convenience of function selling points, so that consumers can truly perceive the superiority and irreplaceable nature of products, stimulate consumers' desire to buy, and finally achieve sales.

No beggar

Guide buyer Consumer Introduction of products is to help consumers solve life needs, to bring happiness and convenience to consumers, and benefit from consumers. Consumers pay money to buy products to meet demand, and we sell products to collect money, which is equivalent exchange, in an equal position.

But many guide buyers have mistaken their own positioning and put the consumers on the high position. The consumer is "God" good, but this God and sales personnel in the same status, not high above. The purchase of God is not charity, and God has not so much compassion.

The phrase "you buy this?" becomes "you should buy this!"

"Do you buy this?" is a prayer, originally selling happiness, but turned into a beggar. "You should buy this!" is the demand for "relief" consumers.

The role of the shopping guide in the terminal sales section is that the consumer is buying consultant, and is a staff member not to make a fool of himself.

With more care, more brains, more hands and more observation, clear your role and kick the door.