Be the best store manager

Chapter 19
Therefore, in the process of providing customers with high-quality products and services, stores must also care about customers, treat customers as friends, and use emotional investment to inject family-like emotions and care into them, so as to establish a "self- Human effect".

There are many ways and methods of emotional connection, such as regular telephone greetings, special concern, mailing sales opinion cards and business greeting cards, holiday or birthday greeting cards, gifting souvenirs, holding social gatherings, etc. to express love for old customers and deepen the relationship between the two parties. emotional connection.

Mrs. Li was very busy in the kitchen, cooking a lot of dishes, because today is a very happy day. It turned out that her precious son was admitted to a prestigious university.When the food was served, she found a letter on the table—it was a greeting card from an electrical appliance store.It said: "We sincerely congratulate your son on being admitted to university. As a token of congratulations, do you intend to present your son with the most commemorative laptop computer?" "Ah, if you are so thoughtful, of course you should!" Mrs. Li felt very glorious, so she took out her pocket without hesitation.

This is a very successful marketing method of an electrical appliance firm.It turned out that the manager of this firm was so ingenious that he usually paid attention to customers everywhere, and sorted out and established various material files of customers. In the "file", there is a special column for the children of customers, which records various information such as their names, ages, and schools they attend.

Therefore, every year when the results of the entrance examinations for each school are announced, the electrical appliances firm sends a special congratulatory letter to customers whose children are admitted to middle school or university, and sells various electrical appliances that are most suitable as gifts for students on the greeting cards.

This trick often works.You know, this greeting card, which costs only a few cents, contains a psychologically warm charm. When the recipients have the motivation to buy it, the number is amazing.

Many stores have racked their brains to use various effective means and methods, hoping to continuously develop new customers.In fact, the most effective way to increase the number of customers is to treat old customers well and make old customers satisfied, so that they will continue to bring you new customers.

If regular customers are satisfied with the products in the store, they will feel happy and proud of their choice, and thus, they can also consciously or unconsciously show off and recommend the purchased products and services to relatives and friends.In this way, old customers will introduce many new customers, bringing a lot of business without capital to the store.

How do you get new customers to keep coming back when they come to your door for the first time?We can only rely on reliable products and high-quality services to retain every new customer.

Joe?Girard wrote in his autobiography: "There are 250 people behind every user. If the clerk offends one person, it means offending 250 people. On the contrary, if the clerk can use his ingenuity to win a customer , and got 250 relationships at the same time." Is this the famous Joe?Girard's "Law of 250".

The communication and contact between people is based on some common interests or interests.All the people in a certain social circle may be a large group of customers with common consumption needs.Therefore, the clerk can directly or indirectly find more new customers from the existing customers.This is also a method to follow:

First, if the store staff can warmly receive customers when they come to the door, new customers may become repeat customers.On the contrary, if the clerk has a bad attitude, the door becomes a revolving door. Customers come in with full expectations, but leave with disappointment. According to the "law of 250", the store loses 250 customers behind the customer.

After the customer enters the door, the clerk can guide him with speculative language, or through the customer's body language, such as what he pays attention to, introduce him to him, and use this as an entry point to let the customer speak and put forward their needs.Get closer to customers and win customers' favor.

An old gentleman entered the store, looking left and right.

The clerk stepped forward and said, "Welcome, what would you like to order?"

Customer: "What's new today?"

Clerk: "The hairy crabs that just arrived have a lot of rhubarb and are the most delicious when steamed. You look very happy, are you here?"

Customer: "My daughter is back from studying in the United States!"

Clerk: "Master, you are so lucky, you should cook her something delicious! Do you think you want 2 catties or 3 catties?"

Customer: "Then bring 3 catties!"

Second, establish a truly customer-centric business philosophy.

The purpose of the store is to serve the real needs of customers, so that all store employees realize that customers are the source of profit for the store and the "parents" of the store's survival and development, so they are also the ultimate goal of each employee's work.The retail giant Wal-Mart has two business rules: Rule [-], the customer is always right; Rule [-], if the customer is wrong, please refer to Rule [-].

During the Mid-Autumn Festival, a large supermarket was crowded with people. A couple were talking happily while pushing a trolley while looking at the products.At this time, the trolley hit the display rack, a bottle of wine fell to the ground, and the broken bottle and red wine spilled all over the floor.The couple panicked all of a sudden, and when they were about to explain to the sales staff, the service lady ran up to them, and instead of blaming them, she apologized repeatedly: "I'm very sorry for shocking you, I'm really sorry!"

At this moment, the store manager walked up to them with a smile, and said apologetically, "I saw clearly on the closed-circuit TV just now, it's entirely because our staff didn't arrange the goods properly, which surprised you two, I'm sorry! "When the store manager saw that the gentleman's trousers were still stained with alcohol, he immediately took out a tissue and leaned over to help wipe it off.

The couple who were deeply disturbed by "causing trouble" were very moved.Afterwards, the couple bought a cart full of goods accompanied by an enthusiastic store manager.

Over the next few decades, the couple went straight to the supermarket every week, and their neighbors became loyal fans of the supermarket.

Grasp the opportunity to approach customers

Some customers enter a store and see that every employee is busy, some are cleaning, some are sorting the goods, but no one comes to greet the customer. This is the problem of the store manager.

When working in the store, you must always pay attention to whether there are guests coming, and don't miss the opportunity to receive customers.Because the mission of the clerk is to sell things, not to organize goods.

When receiving customers, we must grasp the following three principles:

1. Take the initiative to talk to customers.

2. Grasp the customer's personality in the conversation, understand the customer's preferences, and seize the opportunity to express care for the customer.

3. Discover the advantages of customers and praise customers.

The clerk must find the right time to make initial contact with the customer.To understand the best opportunity to approach customers, first of all, customers should be classified. Generally speaking, there are two types of customers entering shopping places:

1. Direct customers
This type of customer is on a special trip to buy a certain product/service.After they came in, they seldom looked left and right, but walked briskly and went straight to a certain commodity.The clerk should cater to their urgency and approach them proactively.

2. Selective customers

Such customers do not have a clear shopping purpose, but if they find the right product/service, they will be motivated to buy.Most of these customers are women.For this kind of customers, the clerk should not go up to say hello immediately, but look for the right time.Customers have eight mood changes when shopping, that is, attention→interest→association→desire→comparison→trust→decision.As long as you grasp these seven processes, you can easily grasp the best time to approach customers.Here are a few customer signs that are close.

Store sales focus:
1. Attention attracts attention to the construction of hard and soft terminals
2. If you are interested, stop and grasp the opportunity to approach customers
3. Lenovo focuses on specific product opening skills

4. Desire to browse or simply inquire about product descriptions, inquire about skills, and stimulate shopping desires

5. Compare questions, compare prices, deal with objections, deal with price objections

6. Trust and think about the opportunity to close the deal and close the sales skills

7. Decide to buy and maintain good interaction with customers

(1) When customers keep looking at the same product
This is the time to say hello.Because looking at the same product for a long time proves that the customer is "interested" in that product for some unknown reason, or sometimes his mood has reached the stage of "association".

At this time, the way to greet is to say "Welcome" calmly from the front or side of the customer.If you think that the customer has entered the "association" stage, you might as well use a sentence that can climax the "association" than "welcome", such as "this design is very good", it may be more appropriate to greet with such a sentence.

(2) When the customer touches the product with his hand

A customer who has been looking at a product sometimes touches the product with his hand, or holds it in his hand to look at it, or adjusts it back and forth, which means that he is interested in that product.When people are interested in something, they tend to touch it to confirm it.Taking advantage of this feature of the customer, the clerk can use it to seize a good opportunity to approach.It's just that at this time, when the customer is about to touch the product, or if he speaks from behind when he is unprepared, it will not only scare the customer, but also cause the customer to misunderstand.Therefore, it is more appropriate for the clerk to walk over from the side and greet you softly.Or the clerk might as well give the customer some hints, sort out the messy products nearby, and then wait for the opportunity to strike up a conversation with them.

(3) When the customer raises his head and looks around from the place where he looks at the product

The customer who has been staring at the product suddenly raises his head and looks around, which means that he wants to hold the product in his hand and take a closer look, and wants to ask the clerk further about the product.At this time, you can say "Welcome" loudly without hesitation. This kind of greeting can be said to be foolproof, and most of them can be successful.

(4) When the customer stops and remains still

A customer who walks and browses the display and the products in the display cabinet suddenly stops. This is the best time to greet him, because he may have found what he wants there.See clearly what product makes his heart move, and quickly strike while the iron is hot to say hello to him.

(5) When the eyes of the clerk and the customer meet
When you meet the customer's eyes, you are not in any of the eight stages of the psychological process of buying, so you should say "Welcome" softly.Although this may not be related to sales, it is still necessary to regard it as a due courtesy.Then the clerk stepped back temporarily, waiting for the opportunity to greet him again.

(6) When customers look left and right

As soon as you enter the store, when the customer is looking left and right as if looking for something, you should say to him as soon as possible: "Welcome, do you need anything?" will be happy.The clerk can also cooperate efficiently, which can be said to kill two birds with one stone.

These six opportunities to approach customers depend on the situation and can only be regarded as six principles.For example, when high-priced products are sold, the approaching time can be delayed, while the approaching rhythm of low-priced products should be accelerated.

This is because products with higher prices are more selective, and the emergence of the "eight stages of the psychological process of purchase" is relatively slow. If you greet them too early, it will cause unnecessary vigilance of customers, and it will scare customers away.

On the contrary, for low-priced daily necessities or food, you should greet them earlier, because these low-priced and high-purchase products have a short period of time from "attention" to "satisfaction".

Therefore, the store should deal with it according to the specific situation.

Master the skills of approaching customers

After grasping the opportunity to approach the customer, how should the clerk approach the customer?Skill is needed here.

1. Ask directly
Approach customers directly by asking questions.For example, frequently asked questions are:

"Hello, is there anything I can help you with?"

"Hello! What do you want to see?"

"What do you want? I'll show you."

"Which style do you want to see? I can get it for you."

"What size do you wear?"

2. Close to customers

The shop assistants take the initiative to greet customers with various opportunities, and then attract customers' attention to the products.Attention should be paid to the implementation of strike-up approach:
(1) Be proactive.Some customers come to the store with a wandering attitude and don't intend to buy anything, but if they come across something they like, they will buy it.Therefore, there is no difference between customers, and the clerk must look at the target and timing, and approach the customer actively, enthusiastically and confidently to strike up a conversation, leaving a good impression on the customer and dispelling their guards.

(2) Look for similarities with customers.People are often willing to accept the opinions of people who are like themselves in some respects.When customers are shopping, they are also willing to find these people as their own staff.If some aspects of the clerk are the same as the customer, the distance between the two parties will be shortened virtually.Examples of service languages ​​are as follows:

"Listen to the accent, you are from the Northeast, and my father is also from the Northeast."

"I like this color too."

"I used to work as an electrician, too."

"We all earn wages, so it's better to be more affordable."

"You are about the same size as my sister, this one is quite suitable."

This method requires the clerk to have high judgment and conversation skills, but it cannot be farfetched.

3. Praise Approach

That is to praise the customer's appearance, temperament, etc., and get close to the customer.People always like to listen to good words. Generally speaking, as long as the clerk praises properly, the customers will generally express their friendliness and are willing to communicate with them.For example:
"Your bag is very special, where did you buy it?"

"You are really energetic today."

"Your baby looks so cute!" (Customer with children)
"Your vision is really good. This is the latest product in our store."

No matter what method is used to approach customers and introduce products, shop assistants must pay attention to be very cautious when talking, and avoid personal privacy.

(End of this chapter)