Be the best store manager

Chapter 20 God's Needs Are Everything

Understand the shopping psychology of customers

For daily sales work, the store manager generally does not need to go to the store in person.However, this does not mean that he can turn a blind eye to the sales situation in the store.An excellent store manager must have insight into every link and every detail of the store in order to give correct guidance and education to the store staff, to ensure that the service level of the store is maintained at a high level, so as to ensure the good image and quality of the entire store. good performance.

In order to make the clerk sell the goods smoothly in the daily face-to-face sales, the store manager must let the clerk understand the shopping psychology of customers, and remind the clerk to grasp the buying psychology of different customers and master the coping methods in time, so as to provide customers with more complete and high-quality products. effective service.

1. Realistic psychology
The so-called "practical psychology" is mainly characterized by the pursuit of the actual use value of commodities.The philosophy of such customers is "practical and affordable". Driven by this motivation, they pay special attention to the function, quality and actual utility of the products when purchasing products, without overemphasizing the non-practical values ​​such as the brand and packaging of the products.

2. Seeking honesty
The so-called "cheap psychology" is characterized by the pursuit of low commodity prices. To put it bluntly, it means "taking advantage".

"Cheap" is not the same as "take advantage".If you buy something worth 50 yuan for 50 yuan, it is called cheap; if you buy something worth 100 yuan for 50 yuan, that is called taking advantage.Chinese people often talk about "high quality and low price". In fact, there is almost no real high quality and low price. It is the psychological feeling of high quality and low price.

3. Beauty-seeking psychology
"Psychology of seeking beauty" means that customers take the pursuit of commodity appreciation value and artistic value as their main purpose when shopping.Generally, young female customers or customers in the fields of literature, art and fine arts are more common.Customers with this kind of shopping motivation pay attention to "pleasing to the heart" and "pleasing to the eye". Therefore, when purchasing products, such customers pay special attention to the beauty of the product's shape, color, packaging, etc., pay attention to the artistic appreciation value of the product, and value the product. The beautification and decoration of the environment often do not have too many requirements for the use value of the commodity itself.

4. Respect authority
Customers' psychology of admiring authority is often manifested in the form of consumption as the emotional component of decision-making far exceeds the rational component.This kind of admiration for authority often leads customers to choose the products consumed by authority for no reason, and then personalize the consumer objects, resulting in the best-selling products.

In reality, store marketing uses the psychology of customers' admiration for authority more frequently.For example, taking advantage of people's admiration for celebrities or stars, a large number of businesses are looking for celebrities to endorse and advertise.

5. Psychology of seeking fame
Seeking fame is characterized by the pursuit of famous brands.Customers with this kind of motivation hardly consider the price of the goods when purchasing goods, and do not buy non-famous brands, they just want to show their identity and status through famous brands.They talk about famous brands and use famous brands to "show off themselves" so as to obtain psychological satisfaction.At the same time, they have a sense of security and trust in famous brands, and they can trust the quality of famous brand products.

6. Innovation psychology
This refers to the main tendency of customers to pursue fashion, novelty and peculiarity of products when shopping.Customers with this tendency are generally young customers with better economic conditions, and they generally have a heavy curiosity.Their novelty and curiosity are often combined, and they pay attention to whether the product style is popular or different, but do not pay much attention to the practicability and price of the product.

7. Pleasure mentality
Simple pursuit of simplicity and time saving.Such customers have a strong concept of time and efficiency. They are usually not too picky about the products themselves, but they absolutely cannot tolerate cumbersome procedures and long waiting, and always hope to complete the transaction quickly.

8. Doubt
Everyone has a sense of fear when making a decision. This is post-purchase conflict.The so-called post-purchase conflict refers to disharmonious negative psychological emotions such as suspicion, anxiety, and regret that appear after customers purchase, and cause dissatisfaction. Usually, post-purchase conflicts caused by expensive durable consumer goods are more serious.

9. Safety psychology
Customers with a safety mentality always put safety first, especially food, medicine, washing products, sanitary products, electrical appliances and transportation tools, etc., absolutely nothing can go wrong.Therefore, customers attach great importance to the freshness period of food, whether there are side effects of medicines, whether there are chemical reactions in washing products, and whether there are electric leakage phenomena in electrical appliances, etc.Only after a clear explanation or even a promise from the clerk can they make up their minds to buy.

10. Herd mentality
Conformity refers to the phenomenon that individual's ideas and behaviors tend to be consistent with the majority of people due to the guidance or pressure of the group.Customers tend to follow the crowd in many purchasing decisions. For example, they like to go to stores with a lot of people when shopping, they prefer brands with high market share when choosing brands, and they prefer hot cities and hot routes when choosing tourist spots.

In face-to-face sales in actual stores, when customers shop, there is not only one psychological tendency, sometimes there are two or more, but one of the psychological tendencies of various needs will always play a leading role.

In short, in the process of receiving customers, the clerk must pay attention to figure out the psychological tendency of customers' needs, try to meet their psychological needs, and promote the successful conclusion of commodity transactions.

How to deal with different types of customers

1. Customers who value rational thinking
For customers who prefer rational thinking, we should agree with them more, and we should be good at using their two advantages of logical ability and strong judgment, and constantly affirm them.

Rational customers have strong logical ability and curiosity. They like to ask the bottom line when they encounter problems, and they are willing to express their opinions.As a clerk, you must be good at using these characteristics and agree with them more during the sales process.Because during the conversation, even if it is a small advantage of him, if he can be affirmed, the customer will be very happy, and at the same time he will definitely have a good impression of the person who affirms him.Therefore, in the conversation, you must find out the advantages of the other party with your heart, and positively affirm and praise them. This is a great trick to gain the other party's favor.For example, if the other party says: "We are really busy now." The clerk can reply: "It must be very hard for you to be in such a leadership position."

2. Capricious customers

For capricious customers, the clerk must hit the iron while it is hot and chase after him when he finds a gap, otherwise it will only be indefinitely, and he has to give up in the end.In addition, some customers are not ready to listen or have a constructive dialogue, and even attack you. At this time, the clerk should still maintain a happy attitude and don't care about the customer's disrespect.This also reflects the cultivation and quality of a qualified clerk.

3. Critical customers

Detour tactics should be adopted for critical customers.Critical customers are very suspicious and have always distrusted shop assistants. One-sidedly think that shop assistants only exaggerate the advantages of products and try to cover up the shortcomings as much as possible. If they believe the sweet words of shop assistants, they may be deceived.

It must be admitted that critical customers do exist.Nothing in the world deserves his satisfaction, and your service is always complained as "bad service".How to deal with such customers?
Dealing with this kind of customer, the clerk should adopt a roundabout tactic, first confront him for a few rounds, but it must be enough, and finally declare "surrender" deliberately, pretend to be defeated and retreat, claiming that the other party has a good opinion, and wait for his fault-finding to finish. After that, turn to the topic of sales.

4. Customers with stable personality
Be careful with customers who are stable in personality.If the clerk is impatient, he may feel anxious, but in any case, he must cooperate with the other party to win their trust.

Customers with stable personalities can be regarded as more savvy customers.They pay attention to details, think carefully, and have a calm personality without being impatient.These customers also have some things in common, such as:

Cherish your own time, and will not be easily moved by the products that the clerk said.

Straightforward.When they disagreed, it was almost rude.

very stubborn, too stubborn;
People who belong to the controlling type like to scare off each other with a lot of questions or words.

For this type of customer, no matter how the clerk tries to convince him, if the clerk can't convince himself, he won't make a purchase decision.However, once the clerk has earned their trust, they will be very candid.If the clerk wants to guide him to a conclusion that is beneficial to you, it will arouse his disgust.Talking to this type of customer should follow these strategies:

(1) Cooperate with the pace of customers.Including the following points:
Synchronize intonation and speed.

Synchronization of consensus.

Synchronization of emotions.

Synchronization of language and text.

(2) Make the other party convince themselves.The clerk must not make a decision for him, but can only provide the basis for making a decision.

For example: "The biggest feature of this set of cosmetics is that it can quickly moisturize the skin without hurting the skin. I will give you a free bottle for you to try and feel. At that time, you can decide whether to buy it or not. You Can you see it?"

In conclusion, be cautious when talking to customers with a stable personality.

5. The assertive customer
For decisive customers, we should make good use of the induction method.

Decisive customers have an obvious characteristic, that is, they are very confident in everything, do everything by themselves, and don't like others to interfere.However, if he realizes that doing something is the right thing to do, he will do it more positively and readily.

In the sales process, if the clerk encounters a decisive customer, he must be good at using the induction method to persuade him.For example, find out the weakness of this kind of customer, and then induce him to transfer to product sales step by step.

6. Customers who care about face
Concerning face is a common problem among people, therefore, when the clerk fails to sell successfully by using traditional sales methods, he might as well take a risk and use ridicule to proud and face-conscious customers to stimulate his desire to buy.But this tactic doesn't work with all face-saving prospects, it's risky, and it can make customers angry.Only by understanding the customer's psychology and accurately predicting the customer's reaction can we win in danger.

7. Apathetic customers

Customers with indifferent attitudes should be influenced with emotion.The communication between clerks and customers is like "falling in love", and those who can apply love skills to sales must be successful.Just imagine, if the clerk talks about products and business as soon as he meets such customers, his sales will definitely fail.Because the indifference of such customers to the shop assistants is actually out of emotional alertness, to remove this alertness and use emotions to influence customers is undoubtedly the most effective sales strategy.

8. Picky, cautious customers
By telling relevant stories to customers and conveying their sales intentions to customers, customers can deeply feel that their interests will be protected to the greatest extent.In the sales process, shop assistants have many conventional methods when emphasizing the high-quality service of the store, nothing more than showing their smiling faces, equipment, technology, attitude, etc.However, all these presentations remain descriptive and abstract.And storytelling conveys much more.People have no special precautions against the form of storytelling. They will perceive the information that the clerk intends to convey in the story, so as to make a deal emotionally.

Asking questions to understand customer needs
Understanding the needs of customers is the primary job related to the success of the transaction.Therefore, if the clerk wants to succeed in the transaction, he must be good at asking questions skillfully.

Li Rui is a sales representative of a computer company. Once he visited Director Li of the National Taxation Bureau. The purpose of his visit this time was mainly to sell the company's servers.

"Director Li, how is the information system of the National Taxation Bureau structured?"

"We have an office system and a tax management system. The tax management system is our business system, and the servers purchased this time are used for this system."

"I heard that your office system has been used very successfully. I believe that the construction of this management system will also be successful. What are your requirements for the servers you plan to purchase this time?"

"These servers are used to store and calculate tax collection, so the most important thing is the reliability of the servers."

"Yes. All important data is stored in the hard disk of the server, and the loss of data will cause great losses. How do you want to improve the reliability of the server?"

"First of all, we need to use a dual-machine system, so the server must support a dual-machine system. Second, the power supply and fans of the server must be redundant. In addition, the storage system must use disk arrays and support RAID 5."

"Would you prefer an internal disk array, or an external disk array?"

"External. External is more reliable."

"In this way, there is double insurance. Do you have any other requirements for the server?"

"Processing capacity. We require the server to be equipped with at least two CPUs, the bandwidth of the PCI bus is more than 133 megabytes, and the I/O system adopts a SCSI system of more than 80 megabytes."

"Our products have no problem meeting these requirements, why do you need such a configuration?"

"Our data volume is increasing rapidly. Now our server needs to process 500 operations per second, and I estimate that it may reach 3 operations in three years. I estimated it based on the current processing capacity of the server."

"Oh. You want the server to last for 3 years?"

"This is the director's request."

"This configuration happens to be the mainstream right now. Besides reliability and processing power, what are the other requirements?"

"Service is also very important. We require manufacturers to deal with problems in a timely manner within 24 hours."

"Yes, service is very important. We will always provide customers with satisfactory service as the most important standard. What about other aspects?"

"Nothing."

"Let me summarize. First of all, you want the server to have good reliability, support dual-machine systems, redundant power supplies and fans, and support RAID 5 disk arrays. Second, your requirements for processing power are dual CPUs, bus bandwidth It is greater than 133 megabytes, and the I/O speed is greater than 80 megabytes. In addition, you also require the manufacturer to deal with the fault in a timely manner within 24 hours, right?"

"good."

Two weeks later, Li Rui provided the customer with a server that met the requirements.

The clerk can get some information by asking questions, including whether the customer understands the content of the conversation, what opinions and requirements the customer has for the product, and whether the customer has the desire to buy.

In this case, Li Rui played the role of consultant very well. Before visiting Director Li, Li Rui thought deeply.If he wants to win this customer, he must understand its needs, so he designed a series of questions and made full preparations.

During the conversation with Director Li, Li Rui asked questions step by step according to the questions he had designed in advance, and kept the customer's thinking within his own plan.When he understands the needs of customers, he will naturally be able to provide customers with products that meet their needs and satisfy customers.

Through proper questioning, shop assistants can learn more information from customers, so as to grasp the actual needs of customers more accurately.

When the clerk asks questions about the customer's needs, the customer will feel that he is the center of the other party's attention, and he (she) will participate more actively in the conversation while feeling concerned and respected.

Asking questions unsolicited can give associates more control over the details of the conversation and the general direction of future communications with customers.Those experienced shop assistants can always use targeted questions to gradually achieve their sales goals, and they can also gain opportunities to continue to maintain friendly relationships with customers through clever questions.

In order to ask questions effectively, you need to pay attention to the following points:
1. First understand the customer's demand level, and then ask for specific requirements.After understanding the customer's demand level, the questions raised can be narrowed to a certain range, so that it is easy to understand the specific needs of customers.If the customer's demand level is only in the low stage, that is, the stage of physiological needs, then his concern for the product is mostly focused on the economy and durability.

2. Questions should be clearly stated, avoid using vague or ambiguous questions, so as not to misunderstand customers.

3. The questions raised should be as specific as possible and targeted, and must not be rambling or general.Ask different questions for different customers.

4. The questions raised should be focused.Appropriate questions must be designed to guide customers to talk about established problems, obtain valuable information from them, focus customers' attention on the problems that the clerk hopes to solve, and shorten the transaction distance.

5. Questions should be considered comprehensively, attack in a roundabout way, and must not be outspoken to avoid hurting others.

6. Use affirmative sentences to ask questions when negotiating.Opening a conversation with a question that surprises the customer with an affirmative tone is a surefire way to get the customer's attention and interest.

7. When asking customers, start with general things, and then slowly go deeper.

Grasping these points, the clerk can easily explore the needs of customers.

Three Principles of Questioning
To understand the needs of customers, it is necessary for the clerk to ask clever questions. Of course, asking questions is not a panacea. Only carefully designed and correct questions can achieve more sales.Therefore, clerks should pay attention to the following three principles when designing questions:
First, the questions raised should attract the other party's attention and guide the other party's thinking direction.

Second, the questions asked should be able to obtain the information feedback they need.

Third, the questions should be customer-centered, so that it is easy to be welcomed by customers and win the trust of customers.

Zhou Ming: "Good morning, Mr. Wang, nice to meet you."

Prospective customer: "Hello, what can I do?"

Zhou Ming: "Mr. Wang, I'm Zhou Ming from Huaxia Company. I came to visit you specially today because I saw a report about your company's industry in the "Machinery Industry" magazine."

Prospective customer: "Really? What did you say?"

Zhou Ming: "This article mentioned that your excavator industry will have a huge market growth. It is estimated that the annual growth rate will be 30%, and the total market size will reach 50 billion. This should be a great opportunity for a leading company like you. Good news, right?"

Prospective customer: "Yes, the market has not been very good in the past few years. In the past two years, due to the development of the western region, the country has strengthened infrastructure construction and increased investment in fixed assets, so the situation is not bad."

Zhou Ming: "Mr. Wang, with such an increase in market demand, the company's internal R&D and production pressure should not be small, right?"

Prospective customer: "Yes, our R&D department and production department are very busy."

Zhou Ming: "Really? That's really not easy. Mr. Wang, I noticed that your company advertised to recruit production personnel. Is it just to solve the problem of tight production?"

Prospective customer: "Yeah, it's too busy if we don't hire people."

Zhou Ming: "That is indeed the case. Then Mr. Wang, compared to the industry average manufacturing efficiency - 5 units per person, is your company's current per capita manufacturing efficiency higher or lower?"

Prospective customer: "Almost, probably 5-6 per capita."

Zhou Ming: "Is there any room for improvement in the production potential of the currently used manufacturing equipment?"

Prospective customer: "It's more difficult, and the fuel consumption rate is still high."

Zhou Ming: "Then what brand of equipment do you use? Domestic or imported?"

Prospective customer: "..."

Result: The conversation continued, and customers were full of expectations for Zhou Ming's upcoming products.

Any clerk should make full preparations before interviewing customers, and carefully designing questions to customers is the most important part.Especially at the first visit, in order to make the transaction continue, the clerk should carefully formulate a series of careful plans, control the rhythm of the meeting through questions, and ensure the smooth progress of the dialogue.

In this case, Zhou Ming did not use the common "speaking" to conduct the talks, but successfully used a series of logical questions to guide the customer's thinking, so that the customer actively and happily participated in the talk.

We can see that Zhou Ming did not introduce his products at the beginning, but said, "I came to visit you today because I saw a report about your company's industry in the magazine "Machinery Industry", this sentence The words were obviously carefully designed by the clerk in advance, with the purpose of dispelling the vigilance of customers and arousing their curiosity.Sure enough, as the clerk expected, the conversation continued along the lines of his design, from the development of the industry to the goals of customers, current problems, etc. As the topics gradually opened up, customers gradually relaxed their guard against the clerk and turned to And carry out in-depth rational thinking and have a strong interest in selling products.

Organize customer needs from customer answers

Cary, the general manager of a steel company in the United States, once invited Joseph Dale, a famous real estate agent in the United States, and said to him: "Joseph, the house of our steel company is rented by others, I think it is better to have a house of our own. At this time, looking out of the window of Cali's office, I saw boats coming and going in the river, and workers on the dock were busy working.Cary went on to say: "The house I want to buy must also be able to see such a view, or be able to overlook the harbor. Please find a house with similar conditions for me."

Joseph Dale had spent weeks thinking about this house in comparable condition.He draws drawings and budgets, but in fact these things are not useful at all.For there is only one "comparable" house, and that is the building adjoining the Cary Steel Company, and the view that Cary loves is nowhere nearer than that house. .Cary was eager to buy the adjacent house, and according to him, some of the staff were pushing hard to buy it, too.

When Cary asked Joseph to discuss buying a house for the second time, Joseph advised him to buy the old building that the steel company had rented. It will be overshadowed by a planned new building, while the old house also has a view of the river.

Cary immediately objected to the suggestion, saying he had absolutely no interest in the old house.But Joseph Dale did not argue, he just listened carefully, thinking quickly: what does Cary mean?Cary was always adamant against buying the old house, like a lawyer making his case, but his criticisms of the wood, the structure of the house, and the reasons for his objections were trivial, It can be seen that this was not the opinion of Cary himself, but that of the clerks who advocated buying the new house next door.

As Joseph listened, he understood eight or nine points in his heart, knowing that Cary was not telling the truth. In fact, what he really wanted to buy in his heart was the old house they had already occupied, which he vehemently opposed.

As Joseph sat and listened without saying a word, without contradicting him, Cary stopped talking.So they both sat in silence, looking out of the window at a view Cary loved so much.

Joseph began to use his tactics: "Sir, when you first came to New York, where was your office?" Cary was silent for a moment and said, "What do you mean? It's in this house." Joseph waited a moment, then asked "Where was the steel company established?" Cary was silent for a while before replying, "It was also here, in the office where we are staying right now." Cary spoke very slowly, and Joseph didn't say anything else.After five minutes of this, they all sat in silence, looking out the window.

Finally, Cary seemed to realize something, and said excitedly: "My staff almost all advocate moving out of this house, but this is our birthplace. It can be said that we were born and grew up here. This is really our place. It should be a place to live forever!" So, within half an hour, the deal was closed.

Clerks are human beings, and so are customers.In the mechanized sales process, shop assistants often cannot see the real thoughts hidden deep in the customer's heart, but only by thinking deeply and cracking the deep mind of the customer can the product be sold.In this case, real estate agent Joseph Dale successfully signed the contract because he deciphered the real thinking of the customer Cary.

First of all, when Joseph persuaded Cary to buy the old house he was renting, Cary raised a lot of objections, but Joseph just listened patiently, which is a manifestation of his excellent communication skills.In the process of listening, Joseph gleaned important information: lurking in Kari was an emotion that he himself did not quite understand and did not realize, an ambivalence that, on the one hand, Kari was affected by the pressure of his staff. He wanted to move out of this old house; on the other hand, he was very attached to this house and still wanted to live here.After Joseph's logical reasoning, analysis and judgment on the information, he finally came to the conclusion that what Cary really wanted to buy was "the old house they had already occupied which he was vocally opposed to".

Secondly, after grasping the real needs of customers, Joseph began to use strategies to persuade. "When you first came to New York, where was your office?", "Where was the steel company established?" These seemingly random and emotional questions were actually carefully designed by Joseph.It is these questions that subtly hit Cary's secrets and fully reveal his true inner thoughts.In the end, Joseph succeeded, and Cary bought the old house.

The success of Joseph Dale is entirely due to his research on Cary's mind and his skillful use of mind attack.

It can be seen that clerks can't just sell products to customers mechanically, but must first understand the real needs of customers through the answers of customers, so as to achieve twice the result with half the effort.

In the sales process, when a customer intends to buy, we can judge from his language.In the above case, when Joseph recommended a solution to the customer, he captured the customer's purchase signal in the language, and quickly concluded the transaction.

The so-called buying signal refers to various transaction intentions shown by customers in the communication process.Favorable transaction opportunities are often fleeting. Although they are short-lived, they are not without trace.When customers have a desire to buy, they often send out some buying signals, sometimes subconsciously. The customer himself may not feel strongly or is unwilling to admit that he has been persuaded by the clerk, but his language or behavior will tell The clerk can do business with him.

So how do customers signal their purchase needs to shop assistants during the sales process?
1. When customers show strong interest in a certain point
The buying signal sent by the customer is:

"Can you talk about how your product reduces costs?"

"Where are the advantages of your product?"

"Can you repeat it? I'll take my notes."

"Oh, XX company has just introduced your courses. I am very familiar with their person in charge. I will make a phone call with him to see what they think of your courses."

2. When customers care about the details of the product or service

The buying signal sent by the customer is:

"What's the price of this product? Is there a discount?"

"How is the quality of the product?"

"How long is the warranty period of your product? How long can it be replaced?"

"When will it be delivered?"

"What if I feel dissatisfied?"

"I don't know if I can meet my request?"

"Let me think about it carefully!"

"Which companies have you worked for before?"

"Are there any gifts?"

3. When customers continue to agree with you
The buying signal sent by the customer is:

"Yes, you are right, we do need improvement in this area."

"Yes, I agree with you."

"I think so."

"I heard from the manager of our ×× branch that your courses are really good."

4. When the customer is silent on the phone

After you've had a few phone calls with the person, many details about the product or service are discussed over the phone.At this point, you can ask questions such as:
"What else are you not clear about?"

"Do you have any worries about our company's professional capabilities?"

If the customer remains silent at this time and does not directly answer your question, this is actually a very good opportunity to facilitate, and you should act decisively.

5. After answering or resolving an objection from a customer
The buying signal sent by the customer is:

"I'm satisfied with your answer, but I think I still need to think about it."

"In this regard, I basically have a preliminary understanding of your company."

"Oh! That's the way it is, I see."

In sales, it is very important to accurately grasp the purchase needs of customers.If the clerk does not accurately grasp the customer's purchase needs, the transaction will be difficult to succeed. At this time, further follow-up should be done and it is not appropriate to propose a transaction prematurely.

(End of this chapter)