Customers entering the store usually stay for a short time, and most of them just walk around for a while and then leave. Moreover, many shopping guides also report that no matter how hard they try, the results of retaining customers are still very unsatisfactory.

Current situation: Failure to retain customers is a common problem in every store at present, and it is also a key link that affects the improvement of store sales performance.

Analysis: Before customers enter the store, the company will spend a lot of money to attract customers to the store, from brand promotion to store construction, such as flooring, lighting, sound, windows, etc.; these links in the store They are all more important and are the hardware facilities that attract customers into the store.

If the shopping guide cannot establish a basic relationship with the customer within 3 minutes after the customer enters the store, that is, the customer is unwilling to listen to the introduction of the shopping guide, then the subsequent product introduction will be half the result with twice the result, and may even attract unnecessary attention. Customer annoyance.

Customer behavior description:

A. I just take a look... B. Or just wander around and walk away. C. Say nothing and have an expressionless face.

There is a financial interest relationship between customers and shopping guides. This relationship leads to customers' distrust of shopping guides. This creates a layer of ice. Its existence is an obstacle and even more indifference!

As a shopping guide, if we want customers to stay and be willing to listen to our explanations and communicate with us, we must: break the ice belt, that is, how to melt this layer of ice belt

Conventional psychological analysis of customer behavior

Let’s first analyze the psychological state of customers when they enter the store, so that we can objectively understand customer behavior. When customers enter the store, they will inevitably have a certain degree of alertness. , usually manifested as unwillingness to answer questions from the shopping guide, let alone talk more, because they are worried that once they speak, they may be pestered by the shopping guide. Therefore, in order to protect themselves, customers’ common choice is to try not to speak or speak as little as possible. say.

Before customers enter the store, we must enter the welcoming state;

Welcome is the first impression we give to customers

Welcome - its The biggest goal is to make customers who enter the store feel comfortable, and not to let customers feel strange, confused and distant from us all at once;

Find the right time to approach customers

According to Store practice: Greet customers immediately as soon as they enter the store. The first words of reception usually include the following three types:

A. "Sir, do you need my help?"

B. "Sir, what kind of product do you need?" D. "Sir, please take a look first. If you need anything, call me anytime!" "

Faced with such a question, how should you answer? The answer is often: I will take a casual look first! Or pretend not to hear. Then, a layer of communication will occur between the shopping guide and the customer." "Ice belt", if you go up to introduce it later, it will seem very stiff, even embarrassing. Of course, the difficulty of selling will also increase.

In fact, customers have a certain purpose when they enter the store. Before they find their target, or before they find a product that interests them even slightly, the shopping guide intervenes in the customer's thinking in advance - or even introduces the product endlessly, which is often rejected by the customer's current psychology...

Summary: Shopping guides should not receive customers too early, as this will lead to rejection; but they should not be too late, as this will also make people feel neglected and the service is not attentive. Shopping guides need to learn to observe with their peripheral vision and observe the appropriate things. Timing.

Under normal circumstances, there are two types of customers entering the store. One type is active customers, who eagerly look for the target as soon as they enter the store, or directly ask the shopping guide if they have the products they need. The second type is the silent type of customer, who does not speak when entering the store, is a bit polite, and has a slower overall pace.

The active type of customer is relatively easy to receive. For example, a customer looks around when he enters the door, which seems a bit urgent. At this time, you can start the following shopping guide process.

As for the second category, which is the most troublesome for everyone, silent customers must be given a certain amount of choice, including time, space and physical space. < /p>

If you say at this time: Sir, how can I help you? It will put a certain amount of pressure on the customer, causing the customer to say "Just take a look first"

Analysis. : After welcoming guests, the shopping guide should give the customer 10-20 seconds of independent browsing time, and this period of time is the opportunity-seeking stage of the shopping guide. Under normal circumstances, during this short period of time, silent customers will have the following five situations: ; A. Touch the product with your hand to read the label; B. Keep looking at the same product or similar products; C. Look at the shopping guide after reading the product, D. Stop while walking, want to walk in but hesitate; E. Browsing speed Soon, there is no obvious target.

Analysis: At this time, the shopping guide should quickly step forward, seize this critical opportunity, and start approaching the customer... First, the shopping guide should keep a certain distance from the customer and do not follow closely. ; Second, never do anything unrelated to work. Chatting, reading, etc. are the most taboo during this period, because these behaviors are difficult for customers to believe that you are a standard brand.

Suggestions. : The behavior of the shopping guide must be related to work, and it is best to be dynamic, so that you can easily observe the status of customers and find opportunities, such as changing samples and cleaning a certain corner.

Don’t put too much pressure on customers

Tip: The pressure that causes behavior often comes from wrong language;

What is pressure? Pressure makes customers feel uncomfortable! What are the uncomfortable consequences? I just feel nervous, wary, and want to get rid of the discomfort! There are two reasons why customers feel uncomfortable when entering the store:

The first is that the customer is most sensitive to the psychological stress caused by asking her to pay money, or to pay too quickly;

The second is not to invade his or her personal space and not to pester him or her, because today's customers are becoming more and more self-centered and pay more and more attention to the freedom of private space.

Tip: Don’t make a mistake - what the shopping guide gives is not what the customer wants!

Analysis: Based on the above two reasons, today’s shopping guides either say the wrong words or behave inappropriately, which makes the silent customers’ already wary psychology become more closed, so that they have such a I don't want to pay attention to the shopping guide, I just want to stay away from the shopping guide. You need to quickly find the products you like, and if you don’t have them, quickly “move” them. So, how can you get close to them so that customers don’t feel stressed?

First, don’t follow closely. Keep a distance of at least 3 meters from customers and do not block the passage of customers. You must control your own feet and do not create any psychological pressure or practical obstacles for customers;

Second, talk about dialogue. Try to avoid approaching customers with questions,

For example, "Hello, are you buying XX product?" Do you need my help? 'If you like it, you can try it,' "What style do you like?" Questions like these are so stressful that customers will avoid language to protect themselves - I'll just take a look first...

To approach the customer correctly, you can use the following three methods:

Method 1: Sir, you are very discerning, this is our product, this style is very unique. . . (Approach customers with compliments)

Method 2: "Sir, our product is selling very well now, let me introduce it to you. . . (Straight to the point, straight to the point)

Method 3: "Hello, sir! This is the most popular style this year. It not only shows your taste, but its fabric is also special... This way, please! I will introduce it to you in detail" (highlighting the special features of the new model)

Silent customers and cracking purchase barriers

Problem: The above points can only avoid the occurrence of "ice belt", after all , no matter how hard we try, there will always be some customers who say "just take a look" or remain silent. How should we deal with it?

Analysis: If the customer doesn’t speak, we will never have a chance, because you don’t know what he is thinking, you don’t know what he wants, and of course, you don’t know what you should do? At this time, it is necessary to carry out the second "ice-breaking";

The correct response strategy:

Don't pay too much attention to the customer's "casual look". Analysis: Because it has become an "excuse" for each of us to buy, which means it is part of our buying habits.

Therefore, don’t pay attention to what these customers say casually (do not feel psychological frustration because of this), let alone dwell on the problem itself.

Find ways to reduce customers’ psychological pressure. Cleverly use customers' topics to turn them into reasons for approaching customers, and then ask customers some topics that they are more concerned about and easy to answer, so as to move in a direction that is conducive to the active sales process, and achieve the effect of using softness to overcome strength.

The right way

"Yes, sir! You must look more carefully when buying something! However, we have recently received two very good products, and many customers are very interested in them." If you like it, you can come here. . . ”

“It doesn’t matter, sir! You can learn about our products first.” Let me introduce you... What kind of fabric products do you prefer?" What should I do if the shopping guide still receives rejection from customers despite using this method?

First of all, when facing such a customer, do not be discouraged, let alone complain, or even feel your self-esteem is hurt. You must know that it is normal for the customer to react like this, as long as he has not left the store. You still have a chance.

Secondly, you can use the method of retreating to advance, but it must make both you and the customer save face. You can neither hurt the customer by showing your rudeness, nor drive the customer away, nor appear to be very polite. It's boring and embarrassing. At this time, you can say this: "It's okay, sir." You can choose the product you like. I am Xiao Zhang from this cabinet. If you need anything, please call me immediately!

Key points: Remember, you must smile when you speak to reflect your sincerity! You can also pour a glass of water or coffee to bring you closer to the customer and slowly achieve your goal.

You may ask, what exactly does it mean to remove obstacles? When you feel that customers are willing to listen to your product introduction, you have basically achieved it. After retaining customers, you must quickly introduce customers to the product experience. Customers can only stay in the store by participating in the product experience. Only then will the time be extended accordingly, and we will have more opportunities. In the process of interacting with customers, shopping guides must stimulate their desire to buy and guide customers towards the conclusion of the transaction...