As an ordinary consumer, I have the same hobby as most women-shopping. However, in the process of shopping, you will often encounter an embarrassing scene: when you are enjoying a wide range of goods with great interest or just approaching the counter and haven't seen the goods clearly, the salesperson will immediately ask "What can I buy" or hand you the goods in a hurry. In this case, it is impolite for the customer not to answer or react. The embarrassed customer left a "look around" and left in a hurry.
In the 1990s, big shopping malls attached great importance to creating a beautiful shopping environment and providing colorful and marketable goods, but they often ignored the quality of shop assistants and the skills and methods of counter reception. Salespeople who directly deal with customers have always been regarded as the facade of the store, and their image is also a reflection of the overall image of the mall. Therefore, the quality and reception skills of shop assistants are very important to the store.
Counter reception skill 1: "Men and women are different"
Due to the differences in physical and psychological development between men and women, as well as the differences in responsibilities and obligations in the family, there are great differences in purchasing and consumption psychology.
Male consumers generally have clear goals before buying goods, so in the process of buying, their motives form quickly and they have strong confidence in their choices. When several purchase motives conflict, they can also deal with them decisively and make decisions quickly. In particular, many male consumers are unwilling to "haggle over every ounce" and do not like to spend a lot of time choosing and comparing. Even if there is something wrong with the goods they buy, they will not pursue it as long as it has nothing to do with the overall situation.
The emotional changes of male consumers are not as strong as those of women. They generally emphasize the utility and physical attributes of goods, and their feelings are relatively weak. There are few impulse purchases and few returns. In view of these characteristics of male consumers, sales staff should actively and enthusiastically receive and actively recommend products, and introduce the performance, characteristics, use methods and effects of products in detail, so as to promote the rapid completion of transactions and meet the psychological requirements of male consumers.
Female consumers are easily influenced by emotional factors and environmental atmosphere during the purchase process. An advertisement or a group of people snapping up may trigger impulse purchases by female consumers, especially young female consumers, so it is common for female consumers to regret returning the goods after purchasing. At the same time, female consumers pay more attention to the appearance and beauty of goods, and pay attention to the practicality and concrete interest of goods. When buying goods, we should demand that the goods are perfect, modern and in line with the social trend, and measure the value and self-interest of the goods from their practicality. This is the reason why female consumers can't make up their minds to buy from the east store to the west store.
Therefore, salespeople need more enthusiasm and patience when receiving female customers and provide more thoughtful and meticulous services; Don't rush to clinch a deal, give them enough time to choose and compare, and satisfy their truth-seeking psychology.
Counter reception skill 2: "Look at the face and check the color"
The particularity of salespeople's occupation requires them to have keen observation, be good at trying to figure out the psychology of various consumers from appearance, manners and manners, correctly judge the purpose and hobbies of consumers, and carry out targeted reception.
1. From the age, gender, clothing, professional characteristics. Different consumers have different needs for goods. Generally speaking, the elderly pay attention to convenience and practicality, middle-aged people pay attention to beauty and generosity, and young people pay attention to fashion and beauty; Workers like affordable goods, farmers like solid and durable goods, intellectuals like elegant and generous goods, and literary and art people like unique goods. When the consumer approaches the counter, the salesman can infer his occupation and hobbies from his age, gender and clothes, and recommend and introduce the goods in a targeted manner.
Judging from appearance, speech and manners. Eyes are the windows of the soul, language is the expression of psychology, and behavior is the reaction of thinking. From the consumer's behavior and expression, we can further understand the consumer's demand and purchase motivation, and we can also see the consumer's temper and personality. Consumers who act quickly and speak simply are generally bold and lively. For such consumers, salespeople should promote their products quickly and reach a deal quickly. When choosing goods, consumers who are slow, picky and hesitant are generally more obedient and less independent. For this kind of consumers, sales staff should be patient and considerate, help them choose, and give appropriate explanations to urge them to make a purchase decision.
3. From the relationship between consumers. When consumers go to the store to buy things, especially when they buy a large number of high-priced goods, most of them come together. Because of their different personality characteristics and hobbies, their opinions are often inconsistent. To receive such consumers, salespeople should know the following points:
Who is the payer? Sometimes, it is important to comply with the wishes of the payer.
(2) Who is the user of the commodity? Sometimes users have a decisive role in the choice of goods.
(3) Who is the "expert" in the industry? Because the "expert" is familiar with commodities, although he is neither a user nor a payer, he plays an important role in the choice of commodities. After understanding the above situation, the salesperson should carefully observe, prioritize, find the "gatekeeper" who affects the business, and then focus on the "gatekeeper" to help them unify their opinions and select goods.
Clothing sales skills
1, familiar with the goods in your store, can clearly know which clothes are suitable for what kind of customers, and it is estimated that every dress can be kept in mind.
It is the most difficult to master the psychology of customers. We can judge what kind of clothes customers want by the clothes they wear when they enter the store and the browsing after they enter the store.
3. Professional support; Do professional advice and collocation, so that customers can choose clothes that are not only satisfactory to themselves, but also to their friends.
4, increase knowledge, master more knowledge related to your work or relative care for the group, and find the same topic when chatting with customers.
5, customer files, leaving customer information, so as to better serve customers.
Eight tips for promoting clothing orders!
● Assuming that the prospective customer has agreed to buy: When the prospective customer repeatedly appears in buying signal, but hesitates, the technique of "choosing one from the other" can be adopted. For example, a salesman can point to a customer and say, "Do you want a light gray car or a silver car?" Or "delivered to your home on Tuesday or Wednesday?" This "alternative" questioning skill, as long as the prospective customer chooses one, is actually that you help him make up his mind and make up his mind to buy it.
● Help prospective customers choose: Many prospective customers don't like to sign the bill quickly even if they are interested in buying. They always choose between the east and the west, constantly spinning in product color, specifications, styles and delivery dates. At this time, the clever salesman will change his strategy, not talk about orders for the time being, but enthusiastically help the other party choose colors, specifications, styles, delivery dates, etc. Once the above problems are solved, your order will be executed.
● Using the psychology of "fear of not being able to buy", people often want something, and the more they can't get it, the more they buy it. Salespeople can use this "fear of not being able to buy" psychology to promote orders. For example, a salesman can aim at a customer and say, "There is only one product left. If you don't buy it, it will be gone. " Or say, "Today is the deadline for the preferential price, please seize the opportunity, and you won't be able to buy this preferential price tomorrow."
● Buy some trial products first: When prospective customers want to buy your products, but have no confidence in them, they can suggest that the other party buy some trial products first. As long as you have confidence in the product, although the order quantity is limited at first, it is possible to give you a big order after the other party is satisfied with the trial. This "try it" technique can also help potential customers make up their minds to buy.
Play hard to get: Some potential customers are naturally indecisive. Although they are interested in your product, they drag their feet and have not made a decision. At this time, you might as well pack your things and act like you're leaving. This act of pretending to leave sometimes urges the other person to make up his mind.
● Rhetorical answer: The so-called rhetorical answer means that when a prospective customer asks about a product, but unfortunately it doesn't happen, he has to use rhetorical questions to promote the order. For example, a potential customer asks, "Do you have a silver refrigerator?" At this time, the salesman can't answer no, but should ask "I'm sorry! We don't make them, but we have them in white, brown and pink. Which of these colors do you prefer? "
● Cut the gordian knot: When you can't impress the other party after trying the above skills, you have to use the killer to cut the gordian knot and let the prospective customers sign the bill directly. For example, take out the pen and put it in his hand, and then directly say to him, "If you want to make money, sign it quickly!" " "
● Learn from the teacher and be modest: when you have tried your best, it is invalid. When you see that this business can't go on, you might as well try this method. For example, "Manager X, although I know that our products are absolutely suitable for you, my ability is too poor to convince you, so I give up. However, before you leave, would you please point out my shortcomings and give me a chance to improve? " Humble words like this can not only easily satisfy each other's vanity, but also eliminate each other's opposition. He will give you advice and encouragement, and sometimes he will give you an unexpected command to cheer you up.
Viewing the psychological process of customers buying clothes from the clothing skills of clothing salesmen
1, observe and browse.
There are basically two types of guests:
Goal-oriented guests: enter the store quickly, go straight to the subject, and ask your favorite clothes straight away; There is a purpose to buy a commodity, but it is not clear what color and style clothes to choose.
Idle guests: Without a clear purchase purpose, they will buy clothes they are interested in; For the purpose of loitering, kill time, go shopping and enjoy all kinds of clothes.
2. attract attention. Guests find the clothes they are looking for, or the style and color of a certain kind of clothes attract guests.
3. Induce association. Associating the feeling of wearing this dress on yourself will immediately produce a feeling of excitement. "I will wear this skirt to the company tomorrow, and my colleagues will definitely praise me. That's great. I have to try! " It is important for guests to associate clothes with life. Decide whether she will take further action. When a guest is interested in one of our clothes, we show it to her. Touching and so on is the best way to make her think better and more!
4. generate desire. After a good relationship, there will be possessiveness. On the contrary, it is often. We can successfully encourage her to try it on, which is the best way to stimulate her possessiveness.
5. Comparative evaluation. The desire to possess does not mean buying immediately. Guests will compare similar clothes of different brands with experience and knowledge, and think about and analyze their personal needs and the style, color, quality and price of clothes. Thinking and analysis are not necessarily rational, but may also be irrational. At this stage, our clothing sales skills are to deal with some of her objections and doubts about clothing.
6. decide to buy. After comparative evaluation, the guests have confidence in one of our clothes, and then they will buy it; You will also lose confidence and give up your willingness to buy.
The best opportunity for clothing salesmen to approach customers in their clothing skills.
Allowing customers to choose their goods freely does not mean ignoring customers, whether they ask or not. The key is that the clerk needs to keep a proper distance from the customer, follow the customer with his eyes and observe the customer. Once you find an opportunity, attack immediately. So the best time:
1. When the customer looks at the product (indicating interest)
2. When the customer suddenly stops (indicating that he saw "her" who fell in love at first sight)
3. When a customer looks at a product carefully (indicating that there is demand and he wants to buy it)
4. When customers look for signs, labels and prices of washing water (indicating that they are interested and want to know the brand and price)
Grid, product composition)
When the customer looks around at the goods (indicating that he wants to seek the help of the shopping guide)
6. When the customer asks questions voluntarily (indicating that the customer needs help or introduction)
Recommendation of sales skills for clothing salesmen
1. Be confident when recommending clothes to customers. When recommending clothes to customers, salespeople must have confidence in themselves, so that customers will have trust in clothes.
2, suitable for customer recommendation. When presenting goods and explaining them to customers, we should recommend suitable clothes according to the actual objective conditions of customers.
3. Use gestures to recommend to customers.
4, with the characteristics of goods. Every kind of clothing has different characteristics, such as function, design, quality and so on. When recommending clothes to customers, we should emphasize the different characteristics of clothes.
5. Focus the topic on commodities. When recommending clothes to customers, we should try our best to lead the topic to clothes, and pay attention to customers' reaction to clothes, so as to promote sales in time.
6, accurately say the advantages of all kinds of clothing. When explaining and recommending clothes to customers, we should compare the differences of various clothes and accurately tell the advantages of various clothes.
The sales skills of clothing salesmen are all obtained from practice and applied to practice, so if you want to improve your sales ability, you must always pay attention to learning and accumulating sales skills.
Now the number of clothing stores is increasing, which makes the market competition more and more fierce. How to gain an advantage in the fierce market competition depends on the sales skills of clothing stores. This is what many stores have been exploring and accumulating, hoping that the sales staff will continue to improve.
Here, I have prepared some sales skills for you to share with you.
The first step in service shop sales should be the psychological preparation of the seller. Only after psychological preparation can we calmly deal with the next sales activities.
Five emotions when selling:
1. Self-confidence: Self-confidence is an intangible quality, which can be cultivated instead of taking a pill, and is an important investment in the future.
2. Love: treat customers as relatives and friends, and let customers feel it with your service.
3. Patience: When selling, you must be very patient, considerate and resilient on the premise of grasping whether customers can buy.
4. Perseverance: Not willing to fail, we should continue to work hard one by one.
5. Grasp the customer's heart: Grasp the customer's psychological dynamics, what you want to do next and what you need.
Then there are a series of skills that will appear in the sales process.
Welcome skill
Only when customers step into your store will there be business, and customers often want to shop in a lively and pleasant atmosphere. Therefore, shopping guides should show enthusiasm for their work, be agile, be agile, be agile, and be "busy" at the right time, either arranging goods or purchasing goods. Smiling is the best service. As long as it is natural, it can infect customers. The voice must be gentle, natural, powerful, clear and confident. When the customer just enters the store, the shopping guide should not rush forward to say hello, give the customer a free space, and avoid excessive enthusiasm to disgust the customer.
Basic skills of receiving customers
1. Self-centered customers: This kind of customers are very uncertain and principled about the choice of LV production, and will not change easily because of persuasion from others. Therefore, carefully observing his clothes and movements, it is often the clothes that he pays the longest attention to that he is most interested in. At this time, the clerk should take the initiative to find the right size to try it on for him.
2. Indecisive customers: This kind of customers often hesitate when choosing for one reason or another. Shop assistants should take the initiative to talk to Ji, understand the reasons, consider from his standpoint, make suggestions, pay attention to professional tone and content, make clear choices, and don't make customers hesitate more.
3. talkative customers: you should talk less and listen more to customers. Get the goods in time to meet the basic requirements. Don't argue with his opinion. If the business is busy, you can politely apologize to yourself and immediately turn to serving other guests. Don't ignore him when you join us.
4. Customers who don't talk much: first carefully observe and judge their own interests, and then take the initiative to tell the advantages of the product professionally, paying attention to the concise and touching language.
5. Entangled customers: first listen carefully to the reasons for their entanglement, and then take them out of the store.
6. picky customers: the quality of our products can stand the most stringent inspection. When customers are picky, we should be full of confidence, inform customers of stricter professional inspection standards, and let customers know that the quality of products can stand scrutiny.
Selling skill
1, pressing method: used when sales are not good or there is no passenger flow. Grasp the success rate with the only passenger flow. Use it when customers are hesitant or making excuses. Follow up step by step when using it, and there can be no mistakes. Pay attention to the language not to be too tough, to avoid causing customers disgust and trouble.
2. Enthusiasm method: it is a commonly used method, which is suitable for most customer groups, especially old customers.
3. Cold method: It can be used for customers who are very opinionated or don't talk. Indifference means that the language is just right, not the expression and tone are cold. Strengthen physical services when using.
4. Multi-promotion method: ensure that the first sale is successful and then carry out multiple promotions. There should be principles in sales promotion: from inside to outside, from top to bottom, from thin to thick, from single piece to group, and selling in series. The response should be agile and clear. As long as customers don't leave the store, our sales will not stop.
In addition to learning from books, the sales skills of clothing stores should be accumulated slowly like experience and put into practice to test. After a series of transformations, you will get the most suitable sales skills for you.
Shopping guide plays an irreplaceable role in the process of clothing sales, which represents the external image of merchants and accelerates the sales process. Therefore, it is very necessary for merchants to train and improve the sales skills of clothing shopping guides. So what are the sales skills of clothing shopping guide?
Clothing shopping guide must first do the following:
1. Smile. Smiling can convey sincerity, and charming smiling is a long-term practice.
2. 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.
The following are the ways for clothing guides to approach customers.
First, the problem teaching method
Hello, what can I do for you?
This dress suits you very well!
What size do you wear?
You have a good eye. This is our latest product.
Secondly, the approach method is introduced.
When you see that customers are interested in a product, introduce it.
Product introduction:
1, features (brand, style, fabric, color)
2. Advantages (generous, solemn and fashionable)
3. Benefits (comfort, sweat absorption and coolness)
Interactive session: introduce the clothes you wear; Note: When using this method, don't ask the customer for advice. If the other party answers "no need" or "don't bother", it will cause an embarrassing situation.
Third, praise the approach method.
That is, praise the appearance and temperament of customers in a "praise" way and get close to customers.
Your bag is special. Where did you buy it?
You are really energetic today.
Children, they are so cute! (Customers with children)
As the saying goes, a good word warms spring; Good words will always be heard. Generally speaking, if you give proper compliments, customers will be friendly and willing to communicate with you.
Fourthly, demonstration approximation method.
Use the product demonstration to show the efficacy of the product, combined with certain language introduction, to help customers understand the product and know the product. The best demonstration is to let customers try it on. According to statistics, 68% of customers will make a deal after trying it on.
Precautions for installation:
1. Take the initiative to untie clothes, zippers, shoes, etc. For customers.
2. Guide customers to wait outside the fitting room.
3. Tidy up the customers when they walk out of the fitting room.
4. Evaluate the fitting effect sincerely, with a little exaggeration and praise.
No matter how to approach customers and introduce products, shopping guides must pay attention to the following points:
1. Customer's expression and reaction, observe words and colors.
Be careful when asking questions, and never involve personal privacy.
3. The communication distance with customers should not be too close or too far. The correct distance is about one and a half meters, which is what we usually call social distance.
The above is just a brief introduction to some sales skills of clothing shopping guide. In order to acquire more sales skills, shopping guides need to learn and summarize from practice in order to make continuous progress.
In the process of clothing sales in brand clothing stores, the most effective way for shopping guides to improve their sales service skills is to understand the psychology of customers, which is twice the result with half the effort and holds the bull by the nose. If you can't understand the psychology of the guests, you will get twice the result with half the effort. If you hold the bull's tail, the guests won't go with you anyway. China Clothing Management Network believes that the role of salesmen is incomparable in learning to sell and improving the sales performance of stores. Whether a salesman can master the skills of clothing sales is very important. First of all, pay attention to the skills of recommending purchases.
In addition to showing and explaining clothes to customers, shop assistants should also recommend clothes to customers to arouse their interest in buying.
The following methods can be used to recommend clothes:
Clothing sales skills 1. Be confident when recommending clothes. When recommending clothes to customers, salespeople must have confidence in themselves, so that customers will have trust in clothes.
Clothing sales skills 2, suitable for customer recommendation. When presenting goods and explaining them to customers, we should recommend suitable clothes according to the actual and objective conditions of customers.
Clothing sales skills III. Use gestures to recommend to customers.
Clothing sales skills 4, with commodity characteristics. Every kind of clothing has different characteristics, such as function, design, quality and so on. When recommending clothes to customers, we should emphasize the different characteristics of clothes.
Clothing sales skills 5, around the topic of goods. When recommending clothes to customers, we should try our best to lead the topic to clothes, and pay attention to customers' reaction to clothes, so as to promote sales in time.
Clothing sales skills 6. Tell the advantages of all kinds of clothes accurately. When explaining and recommending clothes to customers, we should compare the differences of various clothes and accurately tell the advantages of various clothes.
In addition to the above-mentioned clothing sales skills, we should also pay attention to the key sales skills. Focusing on sales means being targeted. The design, function, quality, price and other factors of clothing should be suitable for people, so as to truly make the customer's psychology transition from "comparison" to "belief" and finally sell successfully. It is a very important link in sales to make customers have the belief of buying in a very short time.
Key sales have the following principles:
Principles of clothing sales skills 1, starting from 4w. Making suggestions on when to wear, where to wear, who to wear, why to wear, etc., is conducive to sales success.
Principles of clothing sales skills II. Keep the main points short. When explaining the characteristics of clothing to customers, the language should be concise and clear, and the content should be easy to understand. The most important characteristics of clothing products should be stated first, and then spread out layer by layer if you have time.
Principles of clothing sales skills III. Specific performance. According to the customer's situation, improvise, don't be stereotyped, just say "this dress is good" and "this dress suits you best" and other simplified and generalized marketing languages. Change the way of speaking according to the sales target. Introduce different content to different customers to suit everyone.
Principles of clothing sales skills iv. Salespeople should grasp the trend of fashion, understand the pioneers of fashion, and explain to customers that clothing conforms to the trend of fashion. Well, I've told a lot of the truth. Next, China Clothing Management Network will analyze the typical psychology of some guests spending here. What can you add to make our terminal service better and better?
First, the six psychological stages of customer purchase
In order to formulate a set of standard processes and skills for receiving guests and providing quality services, it is necessary to understand the psychological process of customers buying our clothes. We provide targeted services at different stages.
1, observe and browse
Two kinds of guests:
Destination guest
Quickly enter the store, cut to the chase, cut to the chase, and ask for your favorite clothes;
There is a purpose to buy a commodity, but it is not clear what color and style clothes to choose.
Idle guests
Without a clear purchase purpose, I will buy clothes that interest me.
For the purpose of loitering, kill time, go shopping and enjoy all kinds of clothes.
Step 2 attract attention
Guests find the clothes they are looking for, or the style and color of a certain kind of clothes attract guests.
3. Induce association
Associating the feeling of wearing this dress on yourself will immediately produce a feeling of excitement. "I will wear this skirt to the company tomorrow, and my colleagues will definitely praise me. That's great. I have to try! " It is important for guests to associate clothes with life. Decide whether she will take further action. When a guest is interested in one of our clothes, we show it to her. Touching and so on is the best way to make her think better and more!
4, produce desire
After a good relationship, there will be possessiveness. On the contrary, it is often. We can successfully encourage her to try it on, which is the best way to stimulate her possessiveness.
5. Comparative evaluation
The desire to possess does not mean buying immediately. Guests will compare similar clothes of different brands with experience and knowledge, and think about and analyze their personal needs and the style, color, quality and price of clothes. Thinking and analysis are not necessarily rational, but may also be irrational.
At this stage, our clothing sales skills are to deal with some of her objections and doubts about clothing.
Step 6 decide to buy
After comparative evaluation, the guests have confidence in one of our clothes, and then they will buy it;
You will also lose confidence and give up your willingness to buy.
There are three reasons for the confidence of the guests:
A, believe the introduction of the shopping guide.
B, believe in shopping malls or brands
C, believe in the style and color of the clothes themselves.
Reasons for the loss of confidence of the guests:
This is not the dress she really wants.
B, the shopping guide does not understand commodity knowledge
C, I feel that quality and after-sales are not guaranteed.
D, conflict with the purchase plan
When a customer loses confidence in a certain dress, our clothing sales skill is to ask the shopping guide not to force the customer to immediately switch to other clothes that the customer is interested in, and strive to retain and continue to recommend. The above clothing sales skills are only a small part of the summary of China Clothing Management Network. In fact, there are more clothing sales skills to be found and summarized by those who are engaged in this industry.
I suggest you go to Tongfu Bar to download some videos of lectures by famous teachers in this field and learn them, which may be helpful to you.