In daily sales activities, people and products are equally important. According to the statistics of new york Sales Association, 7 1% people buy from you because they like you and trust you. Therefore, the shopping guide should win the trust and goodwill of customers.
Shopping guides need to do the following:
1. Learn to smile. Smiling can convey sincerity, and charming smiling is a long-term practice.
2. Learn to praise customers. A compliment may keep a customer, promote a sale, or change a customer's bad mood.
3. Pay attention to manners. Etiquette is respect for customers, and customers choose people who can make them like shopping guides.
4. Pay attention to the image. Shopping guides appear in front of customers in a professional image, which can not only improve the working atmosphere, but also gain the trust of customers. The so-called professional image is to guide the buyer's clothing appearance, manners, mental state, personal hygiene and so on. , can bring good feelings to customers.
5. Listen to customers. A common mistake made by inexperienced shopping guides is to talk about products as soon as they come into contact with customers until they get bored. Listening carefully to customers' opinions is one of the most important ways for a shopping guide to establish a trust relationship with customers. Customers respect those shopping guides who can listen to their opinions carefully.
Second, sell benefits to customers.
The common mistake made by shopping guides is featured publicity-they introduce the materials, quality and features of products to customers, but they just don't tell them what benefits these features can bring. Shopping guides must remember: we are not selling products, but the benefits that products bring to customers-what kind of needs products can meet and what benefits they bring to customers.
Shopping guide is divided into three levels: low-level shopping guide stresses product characteristics, intermediate shopping guide stresses product advantages, and advanced shopping guide stresses product benefits. So, how does the shopping guide sell benefits to customers?
1. Interest classification:
(1) product benefits, that is, the benefits that products bring to customers.
(2) Enterprise benefits, the benefits brought to customers by the technology, strength, reputation and service of the enterprise.
(3) Differentiated benefits, that is, benefits that competitors cannot provide, that is, unique selling points of products.
2. Emphasize the main points of promotion
The benefits of a product are various. Shopping guide can't cover everything, but should focus on what customers are most interested in and care about. A basic principle of sales promotion is that "instead of discussing all the features of a product at length, it is better to focus on the issues that customers are most concerned about".
The main point of sales promotion is to express the purpose of the product in short words, and the part that can best stimulate customers' desire to buy in design, performance, quality and price.
Although the products promoted by shopping guides are various, the main points of promotion are nothing more than the following aspects: applicability, compatibility, durability, safety, comfort, simplicity, popularization, practicality, beauty and economy.
3.FABE promotion method: transforming product characteristics into customer benefits.
F stands for feature, and A stands for the advantage generated by this feature.
B stands for the benefits that this advantage can bring to customers.
E stands for evidence (technical reports, letters from customers, newspaper articles, photos, demonstrations, etc.). ).
FABE method simply means that after finding out the feature that customers are most interested in, the shopping guide analyzes the advantages of this feature, finds out the benefits that this advantage can bring to customers, and finally produces evidence to prove that the product can really bring these benefits to customers. Third, sell products to customers.
There are three keys for shopping guides to sell products to customers: first, how to introduce products; Second, how to effectively solve customer objections; The third is to induce customers to clinch a deal.
(A) product introduction method
1. Language introduction.
(1) Tell a story. Introducing goods through stories is one of the best ways to convince customers, and a wonderful story can leave a deep impression on customers. The story can be the details of product research and development, the fact that the production process pays attention to product quality, and the satisfaction that the product brings to customers.
(2) Examples. It is more attractive to prove a truth with facts than to discuss a thing with truth, and vivid examples are easier to convince customers. Evidence can be honorary certificates, quality certification certificates, statistical data, expert opinions, advertisements, newspaper reports, letters from customers, etc.
(3) speak with numbers. It is necessary to specifically calculate how much and how much benefits the product brings to customers.
(4) metaphor. Compare what customers are familiar with with the products you sell, and explain the advantages of the products.
(5) Franklin persuasion. That is to list the benefits that customers can get after buying products and the disadvantages of not buying products one by one, and to enhance their persuasiveness by listing facts.
(6) Image description of product advantages. To bring the benefits of products to customers, let customers imagine that they are enjoying the products in their minds through vivid descriptions.
(7)ABCD introduction method. A (authority), using authoritative organizations to evaluate enterprises and products; B (better, better quality), the display quality is better; C (convenience), which enables consumers to realize the convenience of purchase, use and service; D (differences), vigorously promote their own characteristics and advantages.
Step 2 demonstrate
Shopping guides only use language to introduce products, facing two problems: first, many characteristics of products can not be clearly introduced in language; Second, customers are dubious about the introduction of the shopping guide. At this time, the demonstration of shopping guide and the application of marketing means are very important.
The so-called demonstration is to show the performance, advantages and characteristics of the product in some way, so that customers can have an intuitive understanding and personal experience of the product. Shopping guides can demonstrate by stimulating customers' sense of touch, hearing, sight, smell and taste according to the commodity situation. A well-designed demonstration method can create a sales miracle.
Shopping guides should always check: are the demonstration props clean and pleasing to the eye? Is there any special demonstration method? Have some good demonstration methods been implemented, or are they still stuck in ideas? Are you proficient in presentation methods?
3. Sales tools
Sales tools refer to all kinds of materials, utensils and appliances to help introduce products, such as customer letters, pictures, photo albums, product publicity materials, brochures, POP, statistical data, market research reports, expert testimony, authoritative organization evaluation, production licenses, award certificates, business department franchise certificates, appraisal books, newspaper clippings, etc. Shopping guides can design and make sales tools according to their own situation. A shopping guide who has prepared sales tools will certainly give satisfactory answers to various questions raised by customers, and customers will trust and buy with confidence.
(b) Eliminating customer objections
Objection doesn't mean customers won't buy it. If the shopping guide can correctly handle customers' objections and eliminate customers' doubts, it will prompt customers to make up their minds to buy.
1. Prepare carefully in advance. Enterprises should collect and sort out customer objections encountered by shopping guides and formulate unified answers; The shopping guide should be skilled and can answer according to the standard answer when the customer refuses.
2. "Yes, but" method. If the customer's opinion is wrong, the shopping guide should first admit that the customer's opinion is reasonable, and then save face for the customer before putting forward different opinions from the customer. This way indirectly negates customers' opinions, which is conducive to maintaining a good sales atmosphere, and the opinions of shopping guides are easily accepted by customers.
3. Methods of consent and compensation. If the customer's opinion is correct, the shopping guide should first acknowledge the customer's opinion, affirm the shortcomings of the product, and then compensate and offset these shortcomings with the advantages of the product.
4. Use treatment. Turn customers' objections into reasons for customers to buy. For example, the shopping guide of a heater can answer the question that "the product is too small and the use effect is not good": "Small and exquisite is a great advantage of our product, which is very suitable for your child to keep warm when doing homework".
5. Query processing method. Answer customers' objections by asking questions or questions. If the customer says, "Your stuff is very good, but I don't want to buy it now", the shopping guide can ask, "Since it is very good, why not buy it now?" In this way, the real reason why customers don't buy is found out, which is helpful to convince customers.
When dealing with customer objections, the shopping guide must remember that "the customer is always right". Shopping guide is to sell products to customers, not to argue with customers. When there is an argument with customers, it is the beginning of sales failure. (3) Inducing customers to clinch a deal
1. Three trading principles. If a shopping guide wants to make more transactions, he must abide by the following three principles:
(1) activity. After the shopping guide finds that the customer has a desire to buy, he should take the initiative to ask the customer for a deal. Because the shopping guide didn't ask the customer to make a deal, many sales opportunities slipped away.
(2) self-confidence. The shopping guide must be full of confidence when making a transaction request to the customer, because confidence is infectious.
(3) insist. Don't give up after the transaction request is rejected by the customer, and skillfully guide the customer to close the transaction again.
2. Identify the customer's buying signal. Customer buying signal refers to the customer's intention to buy products expressed through actions, language and expressions. In the sales process, there are three best opportunities to close a deal. First, introduce a great benefit of products to customers; The second is to answer a customer's objection satisfactorily; Third, when customers appear in buying signal. Buying signal of customers can be divided into three categories:
(1) language signals, such as asking about the sales of goods, asking about the price and purchase conditions, asking about after-sales service and other post-purchase issues, and consulting peers.
(2) behavioral signals, such as carefully understanding (observing) the description of the goods and the goods themselves, picking up the goods and carefully pondering or operating them, and coming back to watch similar goods.
(3) Expression signals, such as happy expression, good impression on goods, staring at goods, thinking, etc.
3. Transaction method. At the last minute of the transaction, customers often make up their minds, so the shopping guide must skillfully give customers appropriate suggestions to help them make up their minds as soon as possible.
(1) Direct demand liquidation method. When the shopping guide finds that the customer has a strong desire to buy, he can directly find the customer to make a deal.
(2) Hypothetical trading method. Smart shopping guides always assume that customers will definitely buy, and then ask customers some questions about how to package, pay, guarantee and keep the products, or start invoicing to end the sales.
(3) Choose the transaction method. The shopping guide puts forward two or more purchase plans to customers for them to choose from. No matter what choice the customer makes, it means that the sales are successful.
(4) recommendation method. The shopping guide carefully observes the goods that customers like, and if customers contact, pay special attention to or mention them many times, they strongly recommend such goods to customers.
(5) Exclusion method. The shopping guide excludes products that do not meet customers' preferences from the candidate products, which indirectly urges customers to make up their minds.
(6) Litigation appeal law. Do something for hesitant customers to make them make up their minds, such as "Please take a look again-"and "Please try again" (pass the product).
(7) the perceptual appeal method. Make customers make up their minds to buy with touching words, such as "your daughter will be very happy to see this dress."
(8) Last chance liquidation method. The shopping guide told the customer that there was not much stock or that the preferential conditions were about to be cancelled.
Fourth, sell services to customers.
Selling products to customers is not the end of the promotion, but the beginning of the next promotion. After the products are sold to customers, the shopping guide should also do a good job of serving customers and cultivate their loyalty.
Dealing with customer complaints is an important content for shopping guides to sell services to customers. Properly handling customer dissatisfaction will be more trusted by customers than before. Shopping guides should do three things when dealing with customer complaints: 1. Listen. The shopping guide should listen 80% of the time and talk 20% of the time, and wait until the customer calms down. Eager to explain is adding fuel to the fire. 2. Timely. Deal with it immediately after confirming the truth. 3. thanks.
Wish you success! thank you