First of all, he must be a good employee who is loyal to his duties. He must faithfully implement the company's policies, maintain the company's image and brand reputation, and properly handle various relationships. These are the basic criteria for being a good employee. Second, he must be an expert in shopping guide. He has a good sales performance, is supported by his colleagues in the company, and his customers are highly satisfied with him. This is the standard for promotion to a successful employee.
2. How to satisfy customers
The formation of customer satisfaction is mainly influenced by customer expectation, customer perceived product value, customer perceived service value and customer purchase cost.
Experience, experience, interpersonal reputation, seller's commitment, competitor information, etc. Constitute customer expectations. If the value of products and services perceived by customers is higher than the expected value, there will be a sense of satisfaction and repeated purchases. It can be seen that the service value embodied in shopping guide is very important to improve customer satisfaction when the product value cannot be changed.
Service quality mainly includes technical quality, that is, output quality (products and gifts), which is objective, and functional quality, that is, process quality (attitude, dress, words and deeds), which is subjective and reflects the personal quality of shopping guides.
Customer's evaluation of service quality is based on five aspects: reliability, responsiveness, safety, empathy and substance.
If customers are very satisfied with the above five aspects, then the shopping guide provides customers with what we call "quality service". Quality service means that the customer feels that the service quality evaluated by the above five aspects is greater than his expected service quality. The process of this psychological activity is dynamic. The perception of what he saw and heard is the continuous accumulation of customers. Quality service is an important source of customer satisfaction. The pursuit of quality service is endless.
3. What knowledge structure and shopping guide skills should a shopping guide have?
The knowledge structure needed for a successful shopping guide: ① enterprise knowledge: product line and its length, depth and width, enterprise culture, history and vision; ② Product knowledge: I am very familiar with the performance, characteristics, operation demonstration and maintenance of each product, and should know and master the company's product-related business policies; 3 marketing knowledge: how to do brand promotion activities; 4 psychological knowledge: understand the customer's purchasing psychology; ⑤ Public relations etiquette knowledge: how to communicate with people.
The role of the shopping guide in the process of customer purchase is very important: first of all, he is a service expert and a marketing representative (organizer), who can guide customers to shop. Secondly, he should be a representative of the customer's position, be a special envoy, think about the customer's needs, and let the customer perceive from his words and deeds that the product is most suitable for him. Role positioning is a very important part of shopping guide skills. A successful shopping guide also needs a series of basic skills such as product demonstration, operation skills and communication skills.
Because the standard of quality service is endless, the improvement of shopping guide skills is closely related to every shopping guide. Today's quality service is not necessarily tomorrow. How to improve shopping guide skills? This may be the most concerned issue for shopping guides, including successful shopping guides.
First of all, we should be prepared before shopping guide. We must understand the initiator, influencer, decision maker, buyer and user of the purchase in what the customer says and does, so as to find the breakthrough point. Second, we need to thoroughly understand the customer's purchasing process.
Need to know, collect information, make a choice, evaluate the scheme and make a purchase decision, post-purchase behavior. This is the basis of improving skills. Only by truly understanding the customer's purchase process can we provide different services with the progress of the customer's purchase process. Third, plan some basic shopping guide processes.
Shopping guide trilogy:
The first step: warmly and thoughtfully greet and receive customers. Communicate with customers as soon as possible. Show professional image (neat uniform, use Mandarin, introduce yourself). Be polite to customers (smile, stare, polite language). Keep a certain distance (leave a certain space and time for customers). Colleagues who take care of customers.
Step 2: Communicate (discuss) with customers wholeheartedly. Have the confidence to contact customers. Observe the customers carefully. Sincerely care for customers. Benefits make customers tempted. Be careful with the product display. Communicate patiently with customers. Seize the curiosity of customers. Make good use of customers' herd mentality. Be careful with objections. Be calm about the customer's purchase decision.
Step 3: Promote the purchase. Seize the opportunity to close the transaction. Clever sales promotion and purchase. Test and inspect the goods. Make bills and assist in payment. Send away the customer and pay a return visit to the customer.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful shopping guide.
A shopping guide refers to a person who leads customers to buy and promote product sales through on-site service at a retail terminal. They are:
First, the image spokesperson
The shopping guide communicates directly with customers face to face. Our every move, every word and deed represents the image of the enterprise (brand) in the eyes of customers.
Two. Bridge of communication
Shopping guide is a bridge between enterprises (brands) and consumers. On the one hand, it conveys brand information to consumers. On the other hand, it conveys consumers' opinions, suggestions and hopes to enterprises, so as to better serve consumers. Products are very important. However, we think your dual product is more important, because the product can't communicate with customers. Only you can establish a good communication relationship with customers and convey enterprise information completely and accurately.
Step 3 close the sale
Nowadays, product terminals have become the focus of market competition. Whoever wins the terminal wins the customer. Terminal shopping guide plays an important role. Personal quality and shopping guide skills directly determine the terminal sales.
Four. Service ambassador
After fully understanding the characteristics, usage, service and brand value of the products they sell, the shopping guide will provide customers with the best service, advice and help in time, conquer customers and overwhelm competitors with excellent service, and potential customers will emerge from the enthusiasm and smile of the shopping guide.
Verb (abbreviation of verb) The characteristics of a good shopping guide.
1. From the company's point of view:
Positive working attitude, full working enthusiasm, independent working ability, good man-machine relationship and excellent team spirit.
2. From the customer's point of view:
Clean appearance, courtesy, patience, friendly attitude, kindness, enthusiasm, dedicated service, answering questions, caring about customers' interests, opinions and requirements.
With the enrichment and homogenization of products, people always face many choices when they consume. At present, some industrial products such as electrical appliances do not have certain professional knowledge, so it is difficult to choose products that suit them. Moreover, many products are like eyesores, which requires consumers to have professional consultants when purchasing products. Therefore, the sales method of consultants became popular in the industrial consumer goods industry and became popular again. But in the mall. There are not many promotions for consulting sales. Many promoters will only talk about how good their products are to customers. They seldom consider the customer's feelings or recommend products to customers from the customer's point of view. For this reason, the author interviewed many outstanding frontline promoters and summarized her (him). According to our experience, we believe that we must pay attention to the following five aspects in order to do a good job in consulting and shopping guide. In order to make readers have a more emotional understanding, the author uses cases to illustrate each premise. These cases are the personal experiences of excellent promoters. I hope it can draw inferences from others.
First: give customers a sense of trust.
Honesty has become a principle of doing business in today's society, because there are too many people in the business world who don't talk about honesty. Therefore, a salesman who faces consumers every day can give customers trust, which is the first step for her (him) to succeed. If the promoter can make the customer feel close to her (him) and trust her (him), it will get twice the result with half the effort for the promoter to complete the sales task.
Case: There was little traffic that afternoon. There are only a few customers in the whole mall. I just moved the goods and stood at the gate of the shopping mall. I saw a couple driving a car to the mall. The customer got off the bus and asked me where the German-Italian counter was. They also said that he would buy German and Italian range hoods, cookers, Kangbao disinfection cabinets and Panasonic water heaters. At that time, I immediately had such an idea in my mind. The customer came in a car. He must be able to afford it. As an excellent salesman, you should not miss any opportunity. I decided to fight for it. First of all, I take my customer to Panasonic water heater to help him choose the right water heater. In the process of talking with him, I found that the couple knew nothing about the brand and product function of household appliances. He told me to buy the German-Italian range hood because of a friend's introduction, which made me more confident to win further orders. Although Tai Fang doesn't sell water heaters, I still have more confidence in water heaters. Familiar. After asking the customer whether it is installed indoors or outdoors, and whether it is used in one shower room or two shower rooms, I finally helped the customer choose a 10 liter balanced water heater. Customers are very satisfied with this water heater. At this time, the customer had a good impression on me. I told the customer that I would show you the disinfection cabinet. I came to the Kangbao counter. The customer wants to buy a sleeping cabinet. After listening to the introduction of the promoter of Kangbao, look. 00 yuan. I don't feel very satisfied The customer asked me what brand of disinfection cabinet I had. By this time, I already felt that my customers trusted me. I think this customer may think Kangbao's disinfection cabinet is too cheap. I said at once, [Let me show you the disinfection cabinet in Tai Fang. Then I introduced the disinfection cabinet in Tai Fang. Its advantage is that it can kill hepatitis B virus at normal temperature. Meet the highest national two-star standard. When I introduced it here, we showed our customers the relevant national certification materials at the right time, and then recommended the sterilizer in Tai Fang to our customers. The customer saw my detailed and sincere introduction, approved my suggestion and decided to buy this sterilizer. At this time, the customer asked me to show them German and Italian range hoods and cookers. I think I have fully gained the trust of my customers, so I recommend Tai Fang to them. I also explained to them the performance and after-sales service of Tai Fang range hood. Suit-silver armor three series. These three products are all natural in appearance. They are very textured. The three products are very harmonious. You can't go wrong buying these three products. The customer saw the product and was very satisfied after listening to my introduction. They bought them on the spot. They didn't go to see the products they were proud of until they left. They also said, [little girl, thank you for such a good service. If a friend wants to buy electrical appliances, I will definitely bring them for you. ]
Second: explain it to customers in detail and patiently.
Since you want to be a consumer's shopping consultant, you should be able to explain the relevant product knowledge and after-sales service to customers in detail and patiently. Careful patience is the quality of service personnel, and it is also the magic weapon for mall promoters to successfully complete sales tasks. Careful patience is a means for promoters to close the distance with customers. You will often get unexpected gains from it.
Case: That night, a middle-aged woman came to my counter alone. I greeted her with a smile and said to her, [Aunt, hello! Please have a look around. This is the product counter of Tai Fang Company. "Then, when I saw her eyes, I looked at our model199-T2. I can see from her eyes that she is very interested in this model. So I asked her if her house was newly renovated with a tentative attitude. Her answer is yes. At the same time, she told me that she didn't know which range hood smoked better. I depend on it. Judging from her eyes just now, I explained it to her carefully from the wind test to the disassembly of the turbine, and then asked her about the area of her kitchen. Finally, I told her, "Aunt, you can't go wrong if you believe me." Needless to say, in her feelings, we coincide. She smiled brightly and said to me, [Little girl, you have to explain it in such detail. Please help me choose another stove. "I will try my best to help her recommend our best stove at once. She accepted it gladly. Unexpectedly, she finally told me that she was not going to buy it tonight. She just wants to see it. She didn't have the money ready. She said she would buy it in two days. Although I felt a little disappointed, I was still very happy to say to her: [No problem. I am very happy to serve you. " Then, on the fourth night of my disappointment, she came to me with her wife. As soon as we met, she smiled and said, [I told my wife about the products I learned from you last time. My wife said it before I finished. All right, all right, learn this. Hahaha! Actually, we were here yesterday. I can't find you. My wife said she would wait until you came. He said you are a good boy. "
Third, we should teach customers to use products correctly.
Teaching customers how to use products correctly is the basic requirement of promoters, but it often happens that promoters forget to do it after selling goods. If customers can't use the products correctly or don't master the basic maintenance knowledge, it will easily lead to consumers' dissatisfaction with the manufacturers. If you handle it well, you will be very lucky. You'll regret it if you don't handle it properly.
Case: One night, a couple and her friends came to the counter in Tai Fang. I greeted them. They didn't seem to hear my greetings. They ignored me, but their friends told themselves that Tai Fang range hoods were also used at home. The effect is average and the price is not low. I immediately asked her how long she had bought the range hood. She told me it's been almost four years. She said a new one would be fine. Later, he asked me: [Does the turbine still need cleaning? "I said, [of course. After all, the lampblack is sticky. After a long time, the motor bearing will be stained with oil and the speed will decrease. When the rotational speed decreases, the suction will also decrease. "Some of her friends came to buy kitchen utensils. They have been standing by, listening to our conversation. After I explained it to the lady, I immediately turned my eyes to the couple and tentatively asked them whether to buy a European machine or a deep machine. When they decided to choose European machines. "Give them a detailed explanation of a set of 5G4+HJL+YJ9YI, from product function to work effect, from material selection to process production, and finally to use every detail. They also demonstrated while talking. Later, I found it a little expensive, so I went to the counters of other brands. About a quarter of an hour later, they came back and bought it. They bought three sets I just recommended to them without saying anything. Our friend said that her range hood was not a good problem either. Or she didn't explain it in time. They will definitely think that our products are not good. They will not be satisfied. Then they may stop accepting our products. That was close!
Fourth: be familiar with all the competitive products in the mall.
In the process of sales, promoters should be honest and become consultants to consumers. They should not only know their own products, but also be familiar with all the products that compete with you in the mall. This is the capital that excellent promoters rely on to become consumer shopping consultants. It is precisely because of this capital that promoters have the ability to let customers know clearly which product to choose. Only by knowing about competitors can we know what we are doing. Sponsors can have a loud voice.
Case: Once, a customer came to the counter of Electrolux and me. The promoters in Electrolux first introduced the customers. [hello! Please have a look. This is Electrolux's counter. "The customer said, [I want to find the one with the best suction." The promoter in Electrolux recommended a product to the customer and said, [This product is very attractive. The power is 2 18 watts. "Asked the customer, [not bad. 2 18 watt should be very attractive, right? Iraqi promoters seized this opportunity and continued to brag about their attractiveness. After a while, the customer said, "OK. Let me compare. " Then he came to my counter. I immediately seized the opportunity to recommend our future range of range hoods to customers. The customer took a fancy to one of our products at a glance. I said the first sentence. [hello. Please know about this product. Its power is 20. "I said, [no] customers are more surprised. Then he asked, [Then why did you say 250 watts? " I said, [What you need is the motor power of the range hood, not the light bulb power. Of course I know, but I didn't know until someone introduced you just now. The customer immediately turned to the Iraqi promoter and asked, [Did you just introduce me with a light bulb power supply? "Iraqi promoters dare not lie to customers, just say it's added. The customer then asks him how much electricity you have. Iraq claims that it exceeds 100 watt. The customer said it was above 100 watt. He said less than 200 watts. The customer was a little angry and asked, [How many watts do you have? Why are you dishonest? " The customer asked me how powerful my product was. I said 199 watts. The client asked me where I could see it. I told him to look at the number in the middle of the street pure motor power model. The customer looked at it. Yo! Yi's talent is 168 watts. Yi's promoter came to rob me again. He said: "I am dozens of watts smaller than others. Save electricity. " I also fought back: [Sir, how much does it cost to decorate a kitchen? Do you have to save a few cents every time? Or do you want to smoke the lampblack clean? Now you save a few hundred dollars to buy a range hood that can't smoke. But after a long time, you will find that your kitchen is beginning to turn yellow and aging. Why? Because it was destroyed by the range hood, this is called penny wise and pound foolish. Tai Fang is one of the best brands in China every year, and its appeal is naturally not worse than other brands. "Finally, the customer was persuaded. He bought our products.
Fifth: play wishful thinking for customers.
When an excellent promoter makes consulting sales promotion for customers, she (he) not only introduces the performance of products and company services, but more importantly, she (he) also helps customers make wishful thinking. She (he) will fully grasp the customer's psychology from the perspective of consumers, guide customers and complete sales. This is often the difference between excellent consultant promoters and ordinary promoters.
Case: There is such a client, about 30-40 years old, who dresses simply and casually. At first glance, he knew that he was not a very rich man. He spent a long time in the mall, mainly looking at some low-priced range hoods, such as Qitian Kangbao Yin Tian. Later, he went to the Omori Cabinet. Omori's promoter told him that if he bought a range hood and a disinfection cabinet at the same time, he might get a stove. I only need customers to spend about 3000 yuan. I'm watching. I feel that this customer wants to buy a three-piece suit, which is affordable. No matter how high it is, he should not buy it. I feel that this customer also knows some kitchen appliances and wants to buy Omori, but he feels that Omori is not famous enough and is afraid of poor quality. Like this customer, he actually wants to buy it in his heart, but he doesn't have much money to budget. Sure enough, the customer didn't buy Omori's products. He came to see Mrs Fang's products. As soon as he arrived, he said that Mrs. Fang's products were too expensive. I immediately followed his words and explained: [The buyer was too close to the range hood and added a stove. Only 2290 yuan. "I showed him the product promotional materials. I told him about the advantages of Tai Fang range hood and kitchen, and the perfect after-sales service in Tai Fang. At the same time, I am also thinking: [If the customer buys a three-piece set of 2290 yuan plus a disinfection cabinet, it will cost at least 3800 yuan. This customer should not buy it. This is also beyond his budget. I have to tell him that range hoods and stoves are often used in the kitchen. I have to. Generally, manufacturers specializing in disinfection cabinets have good cost performance. " So, I suggested that he buy a disinfection cabinet with digital display of other brands. 845 yuan, plus a range hood and cooker from Tai Fang. Only 3 100 yuan. He also bought brand-name products like Tai Fang. Well, this customer listened, thought about it, compared it, and agreed with me. "
The five points for attention in consulting sales seem simple, but it is not easy to learn to use them maturely. It not only requires promoters to fully understand the products they sell, but also requires certain professional sales skills and rich practical experience.
The improvement of the quality of the shopping guide team, the management of stores and the promotion of terminals are the most direct factors that determine the retail volume of a single store. But many manufacturers can't do it well. Now the secondary reorganization and high intensification of sales channels make us have to pay attention to the single-store retail effect of terminal stores. Therefore, whoever has a prominent market share in the sales channel will win the terminal to a certain extent.
So what is the main factor that determines the retail volume of a single store? Obviously, it should be "brand pull" and "channel and terminal push". But we often can't change the brand pull. At least, it is impossible to see the effect in a short time. Therefore, the promotion of channels and terminals is precious for increasing the retail volume of single stores. In order to promote the terminal market, it is necessary to improve the quality of the shopping guide team. Store management and terminal promotion (including the activities of the promotion store with deepening customer relationship) are the most direct factors to determine the retail volume of a single store. However, it is impossible for sales managers and others to track all the store activities that improve performance-if the sales manager represents the first-line execution of corporate marketing strategies, then the activities of shopping guides in stores represent the first-line execution of the sales manager. The fact is often that it's not that sales managers don't understand the operation of stores, but that their business plans are rarely effectively implemented.
At present, in-store promotions are one after another. Even sometimes, people are numb to the word "promotion". To make matters worse, salespeople completely regard "promotion" as "sales promotion", which is easy to arouse customers' resentment. It is better to change the promoter into a "shopping guide" from the customer's point of view-this is a change of concept. You know, the hypermarket initially positioned itself as a [customer spokesperson]
So, what is a shopping guide? What's the difference between a shopping guide and a salesperson or promoter?
(A) the job responsibilities of the shopping guide
Generally speaking, the duties of a shopping guide are divided into two parts: [duties relative to customers] and [duties relative to enterprises]. A. The responsibility relative to customers is mainly to provide services to customers and help them make the best choice. As a shopping guide, it is important to help customers, ask customers about their interest in goods, and sell them decisively, so as to achieve the purpose of clinching a deal.
We can usually help customers in the following ways:
1. Help customers choose the products that best meet their needs.
2. Actively introduce product features to customers,
3. Explain to the customer the benefits that will be brought to him after purchasing this product.
4. Answer customers' questions about goods,
Persuade customers to make up their minds to buy this product.
6. Recommend other goods and services to customers,
7. Persuading customers to buy this commodity is a wise choice.
8. Help customers decisively when they are hesitant.
A good shopping guide can provide customers with a lot of useful information, give a lot of good ideas and suggestions, and help customers choose their favorite products.
B. Responsibility to enterprises
1. Brand promotion is to save customers time-he can quickly judge the guarantee of quality and grade through the brand. But the establishment of the brand is driven by the first-line shopping guide. Therefore, the shopping guide should not only sell the products to customers, but also sell the brands behind the products. When introducing the brand value of products fluently, he should show a kind of brand promise, so that customers can not only buy their own products, but also buy a rest assured.
To this end, the shopping guide should do the following work:
(1) through communication with consumers in the store, promote brand products and corporate image to consumers and improve brand awareness.
Distribute all kinds of promotional materials and promotional items of the brand in the store.
2. Product sales use various sales and service skills to increase consumers' desire to buy and realize more sales.
3. Do a good job in the vividness of the storefront, product display and POP maintenance, and keep the products and promotional items clean and standardized.
4. Collecting information The shopping guide should take advantage of dealing directly with customers and competing products in the store to collect all kinds of information and feed it back to the company. This work is divided into:
① Collect customers' expectations and suggestions on products, properly handle customer objections in time, and report to the supervisor in time.
② Collect products, prices and market activities of competitive brands and report to the supervisor in time.
(3) collect the store's requirements and suggestions on the company's brand, report to the supervisor in time, establish and maintain a good customer relationship with the store, and get the best promotion support.
Understand the sales, inventory and replenishment needs of the store and report to the supervisor and dealer in time.
5. Drive the terminal salesperson or waiter to do a good job in selling this product. Shopping guides should not only do their own sales well, but also drive the salespersons and service personnel in terminal stores to do their own product sales well. Therefore, the shopping guide should:
① Transfer product knowledge and enterprise information. Introduce your company and product information to the terminal clerk, so that they can make good sales on the basis of understanding the situation.
(2) Demonstration: Shopping guides can demonstrate sales and teach terminal clerks how to sell their own products.
(3) Contact feelings: communicate feelings with the terminal clerk to stimulate their sales enthusiasm.
Interest incentives: giving gifts, samples, rebates, and launching sales competitions.
6. Fill in reports, complete daily, weekly and monthly sales reports and other administrative work, and submit them to the supervisor on time.
7. Other temporary tasks arranged by the supervisor and related work arranged by the mall.