Be the best store manager
Chapter 22 Objection Handling
Chapter 22 Objection Handling
Meaning of objection
Objection generally means that customers pour out their dissatisfaction and blame on their goods or services to the relevant department of the store.When customers find that there is a gap between the actual situation and their expectations during or after shopping, they will be dissatisfied, and when this dissatisfaction is vented, it will greatly reduce the customer's impression of the store and affect the customer's repurchase. Willingness, if it is serious, will spread to ten or ten, and will have a chain of adverse effects on stores.It can be seen that the handling of objections is an important part of store management.In objection handling, the role of the store manager is very important.
The store manager's understanding of objection handling has an important impact on the operation of the store. In the face of objection, the store manager should not just treat it as a headache and trouble, and feel that the less the better, but treat it as a bitter medicine .
Studies have shown that up to 96% of customers in a store do not complain when they encounter a problem.That is to say, for every complainant received by this store on average, there are many dissatisfied customers who have not complained.However, the act of complaining actually shows customer loyalty to the store.If the customer makes a complaint and gets a satisfactory answer, then he may come again.
As an important message sent by customers, objections are actually extremely rare and have great significance for stores.Therefore, stores can no longer regard customer complaints as deliberately finding fault, as they did in the past.After all, it is not a pleasant thing for customers to have objections, especially when the customer's emotions are more heated.At this time, if you can patiently reflect on your attitude and service methods, you will definitely find many new things that are more valuable to the store, so you can deal with customer complaints more calmly.
If the store manager and his employees can regard customer complaints as a good medicine that is both bitter and beneficial to the store, and constantly find out the problems of the store based on customer complaints and make improvements, they will be able to resolve customer complaints in a proper way and win customers. repeated visits.
Therefore, be cautious when dealing with objections, as this has critical implications for the entire store.
1. Avoid small losses and large losses
Mishandled objections can often end up being a little bit bigger.When customers complain to the store, if the store fails to handle it properly, it is likely to prompt customers to express their dissatisfaction to consumer rights protection agencies or the mass media, and many stores have caused heavy losses or trust crises because of this.Resolving small complaints from customers can not only recover losses, but also attract more customers.
2. Improve store image
If the store can properly solve the customer's complaints, it can make customers leave a good impression on the store.Even if they are not actual customers of the store, other potential customers will feel good about the store because they see the store's complete complaint handling mechanism, system and good attitude.This is an effective way for many stores to establish their image.
3. Reduce store operating costs
In store operations, the setting of some business procedures only considers "efficiency" and does not take into account the needs of customers.From a customer satisfaction point of view, such a business procedure is unreasonable.These unreasonable links can be found and rationalized from objections, thereby reducing the steps and complicated procedures to satisfy customers and reducing operating costs.
4. Collect market information
Customer complaints are valuable information needed for store operations. It can provide real information that cannot be obtained in market research and customers' sincere words, and this is valuable information that customers spend their time and energy voluntarily.More and more stores have begun to pay attention to the important information from different sources to guide the improvement of products, sales methods, advertisements, trademarks, instruction manuals, and even the development of new products.
5. Get customers
Customers who are satisfied with objection handling have a much higher rate of repurchase than customers who are dissatisfied but do not take action.This is an important rule.According to estimates, the cost of acquiring new customers is as much as 6 times the cost of retaining old customers.
6. Customer Satisfaction (TCS)
All customer-centric is the basic concept of store management.The purpose of store management is to satisfy customers.The objection just pointed out the direction for the joint efforts of the whole store.Paying attention to and properly handling objections is the focus of stores to carry out customer satisfaction management.
How to distinguish true and false objections
When a customer raises an objection, the staff of the store should take it seriously and consider the problem from the perspective of the consumer. They should not evade prevarication, let alone blame the customer, and should handle the problem based on the principle of mutual satisfaction.Of course, objections vary from person to person, event to event, and time to time, and there are also some false objections among them, which require the store manager to distinguish clearly.To do this, master the necessary processing procedures.
"IANA" is a very popular method of handling complaints in the United States, also known as the "IANA process".Here "IANA" is an acronym for the initials of the four English words Identity (confirmation), Assessment (assessment), Negotiation (negotiation), and Action (processing and action).
When customers have objections to the store, their emotions are generally more agitated, and the reception staff should calmly listen to customers' dissatisfaction.
1. Confirm the problem and understand the reason
(1) Let the customer tell, and you have to listen carefully when dealing with it.If you can't let the other party speak, you can't confirm and understand the crux of the problem. Words such as "but" and "please wait a moment" that interrupt the other party's speech cannot be used.Let the customer vent their complaints completely, calm down the customer, and then ask some detailed questions to confirm the problem.
(2) It is necessary to clearly understand the content of the other party's conversation.When you feel that the content of the complaint is not very clear, ask the other party to explain further, but the wording should be tactful, and try not to make the customer feel like being asked; listen carefully to the other party's words and express sympathy, which is to help customers explain The crux of the matter.If you don't think carefully, don't make an explanation rashly.As for the words that are enough to leave customers with the impression of being blamed or looked down upon by others, it is also impossible to say.
Only by doing this can we grasp the truth of the matter without arousing the other party's resentment, and summarize our own views for customers to confirm.
Women's Day ×× specialty store held a discount event. A girl bought a pair of boots worth more than 400 yuan. The cashier at the cash register was very busy that day. After receiving the money, she forgot to stamp her credit card.When the customer went to pick up the shoes, the salesperson said: "Miss, you haven't paid yet!" The customer said: "I have already handed over the money to the cashier." Can't remember if this customer has already paid.In this way, the customer has a conflict with the cashier.
The customer found the store manager emotionally, explained the payment situation, and said something dissatisfied with the cashier.At that time, the store manager listened carefully to the customer's opinion, and nodded frequently, saying that he would check the cashier's financial affairs, and finally confirmed that the customer had paid the money.
The store manager criticized the cashier on the spot, punished the cashier according to the store's management regulations, and apologized to the customer at the same time.
This incident clearly tells us that when customers have objections to stores or staff, the wisest thing to do is to listen sincerely, and then to distinguish the authenticity of the objection.We should treat objections with the attitude of "change them if they exist, and encourage them if they don't exist", and then find ways to eliminate them.
2. Evaluation and approval
(1) To assess the severity of the problem.
(2) Be clear about the extent to which you have mastered the problem.
(3) If the question raised by the customer has no factual basis and precedent, how should the customer recognize the actual situation.
(4) When solving the problem, besides financial compensation, what other requirements does the complainer have.
3. Negotiate with each other
The general situation is to negotiate with the customer together with the on-site contractor.Therefore, the responsibility of the store manager is not to solve the problem, but to arrange suitable candidates who can solve the problem.Negotiations are divided into two phases:
(1) Determine the conditions.In order to solve the problem, the scope of possible compensation measures should be limited.To solve any complaint, it is necessary to first determine the upper and lower limit conditions that can be provided for solving the problem.When determining conditions, the following issues must be considered:
① Is there a long-term transaction relationship between the company and the complainant?
②When you try to solve the problem, do customers have the desire to buy again in the future?
③ What positive or negative effects may the result of the dispute have on word-of-mouth promotion?
④ What is the customer's request?
⑤ Is there any fault in the store?
As a caterer, be sure to consider these conditions when deciding to offer some kind of compensation to a complaining customer.If the complaint is related to the negligence of the store, the settlement conditions should be more favorable.If the customer's request is too much, and it is impossible to have future
Come on, you can clearly say "no" to the other party.
(2) Negotiation and negotiation.When negotiating with complainants, keep the following in mind:
①Listen carefully to the complainer's confide, grasp the main points of the thoughts and emotions that the other party wants to express, and make a summary record.
② Ask the complainer to put forward his needs.
③Do not have the attitude of defending the other party or blaming the other party, but should express your thoughts clearly to the other party.
When negotiating with customers, handlers and store managers should try to come up with feasible solutions.When developing a solution, consider the following questions:
① Understand and grasp the lifeline of the problem, and analyze the seriousness of the problem.By listening to customers' explanations of complaints, we can judge the seriousness of the problem and understand consumers' expectations of the store.
②Determine the attribution of responsibility.Sometimes the responsibility for consumer complaints does not lie with the store, it may be the customer's own fault.For example, customers buy cosmetics and use them without reading the instructions on the packaging, causing allergies and mistakenly thinking that there is a problem with the product quality.If the responsibility lies with the customer, the retail store must have an explanation that convinces the customer; if the responsibility does lie with the store, it must give the customer a satisfactory answer within a reasonable range.
③ Handle according to the established regulations of the store.In the process of selling goods in stores, it is unavoidable that customer complaints and complaints occur, and handling methods and regulations are generally formulated in advance.When an incident occurs, routine complaints can be handled according to established methods, such as returning or exchanging goods; when exceptional incidents occur, they must be handled according to established principles, and at the same time, there must be a certain degree of flexibility to satisfy both parties.Because the impact of exceptional events is relatively large, it will cause incalculable losses once they are exposed by the media.
④ Clearly divide the processing authority.Stores should divide the handling authority according to the degree of influence (or degree of harm) of customer complaints or complaints. For example, simple returns and exchanges can be handled by front-line personnel; if relatively large compensation issues are involved, they must be handled by management personnel.Once a customer's complaint occurs, determining the handling personnel according to the degree of its influence can quickly solve the customer's problem and win an active position for the store.
⑤ Negotiate with consumers on the treatment plan and make them agree to the treatment method.Under normal circumstances, there will be a certain gap between the customer's request and the store's promise. This requires patient persuasion to the customer, so that the customer can proceed from reality, abandon their unrealistic requirements, and sit down calmly to negotiate and deal with the problem. .
4. Treatment
This is the final stage of the "IANA Process".When the negotiation has reached a conclusion, your work does not end when you reach a consensus with the customer. It just means that you have reached the stage of resolution, and you need to deal with it appropriately.
Before you act, you need to know who will do what and when.At the same time, it is necessary to confirm whether it is implemented according to the agreed conditions.After agreeing with the customer on how to solve the problem, if you breach the contract or fail to achieve the effect of satisfying the customer, not only will all your past efforts come to naught, but it will also have a bad impact on the reputation of the store.
The scientific objection handling process can help store managers handle objections correctly, distinguish the authenticity of objections, and make full use of objection resources.
Types of objections
The products sold in stores are often purchased frequently and used frequently. Therefore, complaints from customers when purchasing products are also the most common.For products, there are various types of customer complaints in stores, which can generally be divided into the following three categories according to the reasons for objection:
([-]) Commodity reasons
The most common situation is that customers have objections when purchasing goods.The main reasons for the objection are as follows:
1. The price is high
Customers are more sensitive to the prices of commodities sold in stores, and there are many stores dealing in such commodities, so it is easier to compare prices horizontally.Customers generally complain that the price level of a certain store is higher than that of other stores in the business district, and hope that the store will lower the price to a certain extent.
2. Poor quality
The quality of a product is only discovered after purchase or use.Therefore, this kind of objection belongs to the "information distortion" after the customer's purchase behavior is completed, that is, the process in which the customer finds that the product is not satisfactory in the process of using the product and forces himself to accept the product in his heart.When the "information distortion" reaches a certain intensity, customers will have dissatisfaction or doubts about the product, resulting in objections.
3. The label does not match
The main manifestations of discrepancies in product labels in stores are: the content of the instruction manual is inconsistent with the label on the product; imported products have no Chinese label; no manufacturer; no production date; the shelf life is vague; the shelf life has expired; The price tag is vague.
4. The product is out of stock
After some hot-selling items or special items are sold out, customers return empty-handed because the store does not replenish them in time; the special items in promotional advertisements are limited in quantity on the shelves, or they cannot be bought at all.
([-]) Reasons for service
Customer service is intangible, it is also an extension of tangible material goods, and is an essential part of the goods.Many customer complaints are related to store services, mainly in the following aspects:
1. Inappropriate service method
The service method of store clerks is the main aspect for customers to evaluate the service quality of stores.Common manifestations of inappropriate service methods include the following:
(1) Reception method.Specifically in the following aspects:
① The reception is slow, the order is wrong, and even the later customers have been received, but the first customers are still not greeted.
② Lack of language skills.Such as not knowing how to say hello, not knowing how to reply; speaking impolitely; speaking in a blunt tone, etc.
③ Regardless of customer needs and preferences, blindly explain the product, which will cause customers to be bored.
(2) Attitude.Specifically in the following aspects:
① Blindly sell, regardless of customer response.
②The make-up is so colorful that it is disgusting.
③Just chatting with yourself and ignoring customers.
④ Follow the customer closely, as if monitoring the customer.
⑤ When the customer does not buy, immediately put on a straight face.
⑥ Show distrust of customers.
One day when I went to a bookstore, I saw a girl who had already selected several books, but wanted to choose two more.So when she was browsing with the unpaid book, the salesperson of the bookstore came over and asked, "Have you paid for your book?" "No, I want to buy two more books, but I haven't chosen yet!"Unexpectedly, the salesperson put on a straight face and said: "Go and pay first, what if you leave with the book without paying?" The girl felt insulted by the salesperson and was very angry.So, she quarreled with the salesperson and vowed never to enter this bookstore again.
(3) Sales methods.Specifically in the following aspects:
① Impatiently show the product on display to the customer who asks to see it.
② Force customers to buy.
③I don't know anything about the product and cannot answer the customer's inquiry.
④ Show impatience with the products selected by customers, even cynicism.
When I was shopping in the supermarket, I encountered such a scene: an aunt saw three kinds of apples that looked exactly the same, but the prices were very different, so she asked the clerk: "What is the difference between these three kinds?" Impatient, she said indifferently: "Of course it's not the same, can you pay three prices for the same?" This aunt seemed to have eaten a fly. Although there was no noise, she put away the shopping cart and didn't buy anything. Just left the supermarket.
2. Bad behavior of shop assistants
(1) Complaints from the clerk about the work.Complain in front of customers about how low wages and bonuses are, and how strict work discipline is. How can people who work in this mood serve customers enthusiastically?
(2) The clerk judges the customer.We usually meet such shop assistants, and they would say: "That woman just now is really rich, and she was very happy when she bought it, but she is too ugly." If this is the case, what will happen if the customer hears it?
(3) The image of the clerk is not good.If the male salespersons in the store wear long hair, wear floral dresses, and open their arms in summer, and wear slippers; while the female salespersons wear strange clothes and heavy makeup, this will leave a bad impression on customers and directly affect customers' interest in buying.In addition, during the period when the salesperson is on the job, he gathers people to chat, speaks rudely, jokes, etc., which will make customers feel disgusted.
(4) The clerk lacks team spirit.
For example, not long ago, when I went shopping in the supermarket, I came across two shop assistants who were arguing.One even threw his work card on the ground and cursed loudly, until he got into a fight and attracted a large group of customers to watch.Fortunately, several customers came up to persuade them, and at the same time, two responsible persons came, and the quarrel was subsided.This lack of teamwork will inevitably lead to
Customer complaints and affect the store's reputation.
3. Other improper service factors
(1) Inconvenience for customers to pay.like:
① Miscalculated the money and made the customer overpay.
②There is no change for the customer.
③Do not accept large banknotes from customers.
④Reject small business when the amount is relatively large.
(2) The transportation service is not in place.like:
①I sent the wrong place when I sent the bulky item.
②The product was damaged during delivery.
③The delivery cycle is too long, making customers wait too long.
(3) Failure to keep the contract.like:
①The customer came to pick up the goods according to the agreed date, but found that the goods had not arrived yet.
②The customer asked for a slight improvement on the product, but it has not been done after a week.
([-]) Environmental reasons
The store operating environment is also the main factor for customers to object, which directly affects consumers' buying mood.The soft light, elegant style, clean and relaxed environment often make customers linger and forget to return.Customers’ objections to store operating environment mainly include the following factors:
1. Light
The light in the store is too dark, causing shadows on the shelves and aisle floors, and customers cannot see the price tags of the goods clearly;
2. Temperature
The temperature of the store should be suitable. If the temperature of the store is too high or too low, it will not be conducive to customers to browse and buy.Climate change is impermanent. If the temperature of the store is not adjusted in time, it will affect the buying mood of customers and cause objections.
3. Ground
The floor of the store should not be too slippery, otherwise elderly customers and children are prone to fall, which will cause objections from customers.
4. Hygiene
If the hygienic conditions of the store are not good, there is no toilet or the toilet is in poor condition, etc., it will cause customer dissatisfaction.
5. Noise
Loud hawking by shop assistants, excessively loud voices when unloading goods, and too loud or unpleasant stereos or background music in the store will all arouse customers' resentment and complaints.
6. Laying
The unreasonable design of steps at the entrance and exit of the store, the steep elevators in the store, too few parking spaces, or the unreasonable division of the parking area and pedestrian passages, causing inconvenience for customers to enter and exit, and other unreasonable layouts will cause objections from customers.
In short, objections are mainly caused by goods, services and the environment, but there are still many other situations.For example, complaints from customers who are not used to new products and materials.Therefore, when preventing and handling objections, it is necessary to conduct a comprehensive analysis of the factors that cause objections and find out the reasons, so that objections can be targeted, effectively avoided or properly handled.
Handling Objection Language Practical Template
The beauty industry can be said to be one of the most objectionable industries in the service industry, and its daily discourse skills for handling objections are very representative.The following are several standard speech templates for common objection handling in beauty salons, for reference by store managers.
The customer asked: "How much is this?"
"98 yuan." (wrong)
Quotations should be reported after customer demand has been stimulated.
"The price must be value for money. Please rest assured. If the quality is not good and the service is poor, I don't think you will want it no matter how cheap it is. Do you think so?" (Yes)
"Yes, very affordable, less than 1 yuan a day! Just like you make a phone call every day, this product can be used for about 1 months, and the total is less than 3 yuan." (Yes)
After finishing the facial, the customer said: "It's too expensive."
"Why is it expensive?" or "Don't buy it if you don't have the money!" "Don't buy it if it's too expensive!" (Wrong)
"Our products are not discounted. If you want a discount, don't buy it." (wrong)
"Price is not important, what matters is whether it works." (wrong)
"How much are you willing to ask for?" The implication: "The price quoted just now is to test you." (wrong)
"We are doing promotional activities now, buy more and get more free, and it won't be too expensive." Customers will say: "It won't be too expensive, it's still expensive." (wrong)
If it is higher than similar products that customers have used before, you can say:
"If you look at the price alone, it will indeed make people feel this way, but the reason why our price is slightly higher is because our products are very effective. If you use a set of products that do not meet the standards, you will lose your mind after doing it a few times. If you don’t do it, it will be a real waste of money.”
If the customer continues to ask: "Can't it be cheaper?"
"No way." (wrong)
"Sorry, this is the company's regulation, and the company has a uniform price." (wrong)
"Miss, do you think I'm the boss?" "No?" said the customer. "Then I don't have the right." (wrong)
"Sorry, this price is already very favorable." (yes)
When a customer says: "Are there no discounts for old customers?"
"Sorry, the price is the same for old customers and new customers here." (wrong)
"You are a regular customer, so you should know our regulations." The implication: "I doubt whether you have ever used our products?" (wrong)
"Thank you very much for your support for such a long time. Our company is very grateful, but I am really sorry, and we sincerely hope to get your understanding. Because the product must achieve relative quality, there will be relative cost, especially when used on the face. What is on the market is more important, so it is more necessary to guarantee quality and after-sales service, which is the most important point.” (Yes)
When a customer has an objection, the anger will increase and the volume will increase. If you want to use your voice to overwhelm the other party to prove that you are justified, it is best to change the environment at this time.
"Miss, stop arguing here..." (wrong)
"I think...you don't believe..." (wrong)
"It's up to you... I mean..." (wrong)
"Miss, I'm sorry, my colleague just now..." (yes)
"Hello, let's borrow a place to say..." (yes)
Never procrastinate when dealing with customer objections.
"This is the company's regulation, and I can't help it..." (wrong)
"We are a bit busy today, and the leader is not here, I think you should come back tomorrow..." (wrong)
"Don't be in a hurry, I'm busy right now, wait a moment... I'll deal with it for you..." (wrong)
"Miss, wait a moment, I'll deal with it for you right away..." (Yes)
"Your... our technicians are testing you... I'll show you again, when will it be ready." (Yes)
The application of three techniques: synchronous method, Tai Chi method, detour method
In objection handling, there are also skills to follow. Here are three basic skills recommended to store managers:
1. Synchronous method
If the product defect or the service quality cannot satisfy the customer, you should admit the mistake and try to get the customer's understanding, but you can't shirk your responsibility or find excuses, because the reason lies with the customer, and any prevarication will intensify the contradiction.
Just smile and nod to express agreement and recognition of the other party, keep in step with the customer, and ignore the irrational views or opinions of the customer.Recognize that the other person is just trying to show that they have a superior opinion, without trying to argue or argue.
Sometimes I hear some customers say: "If your products were advertised by Nicole Kidman, I would have bought your products a long time ago." Or "Your products are upgraded from the pineal gland, I would have bought your products a long time ago." The product is gone”, etc. These are not real objections from customers, the other party just wants to show their extensive knowledge.At this time, the clever clerk will say: "You are really a good idea, such a good suggestion, I will definitely report it to the higher authorities when I go back."
In general objections, customers will have strong emotional factors, anger, and shouting. Therefore, first of all, express understanding and support to the other party emotionally to resolve this emotion, which will be a good start to finally solve the problem satisfactorily.
To show the same position as the customer, make full use of various methods, for example: when talking directly with the complainant, express sympathy with eyes, express understanding with a sincere attitude and serious expression, and use appropriate body language, such as nodding , express consent, etc.In addition, when dealing with the phone, you can use the way of speaking (such as intonation, volume, circumflex) to express empathy.
Reach consensus with customers on general principles, such as:
"There's grease on the inside of the chain on a new car, and not just you, but anyone else will be outraged."
"The computer I just bought crashes on the first day of use, and no one will feel comfortable with this matter."
Affirming the customer's right to express their opinions usually helps to ease the customer's emotions, so that the customer's statement of the problem is more logical.For example:
"Yes, you have every right to put forward your opinions to the supermarket, and we are dedicated to listening to and dealing with this kind of problems. Please sit down and talk slowly, don't worry."
When encountering customer objections, we must speak from the perspective of customers, understand the disappointment, anger, frustration and even pain expressed by customers due to dissatisfaction, and understand that they will blame the operator to some extent.
The staff handling objections must stand in the customer's position and often think: "If I were a customer, what would we do?"
Admitting mistakes is the first step, and then the problem should be solved quickly on the basis of a clear commitment without delay. The cost of solving the problem as soon as the incident occurs will be the lowest, and customers will recognize it.After a long time, troubles will arise.
2. Tai Chi method
When dealing with objections, learn to play Tai Chi, "melt hundreds of steel, make fingers soft", that is, "turn customer objections into selling points".
Let's just be clear, there's no point in having a win-lose debate with your customers, and even if you win the debate, you end up losing because you've lost the customer.How do you treat customers, customers will treat you with a corresponding attitude.Therefore, handling customer objections with a positive attitude is key.The basic principle of communicating with customers is: business is not a matter of benevolence and righteousness, and be friends with customers.The so-called "harmony makes money".
Just like playing Tai Chi, if you encounter a strong one, you will be strong, and it is likely to hurt both sides. "Turning hostility into peace" is the best result.
The rhetoric is:
"Sir/Miss, this is a popular style this year, this workmanship..." (Correct)
"Sir/Miss, the place you mentioned, that is the characteristic of this dress..." (Correct)
To deal with customer objections, we can avoid the important ones.Sometimes customers complain, so that the sales can go on. In addition, they can be ignored, or the topic can be changed to other aspects skillfully.Sometimes the customer's complaint itself is nothing but trouble, or it is absurd. At this time, it is best to ignore it and quickly change the subject, so that the customer feels that the store does not want to aggravate the conflict.
First of all, the clerk should confirm that this method can only be used when the customer's complaint is about nothing, nothing, or absurd complaints.
When the clerk has the idea of ignoring the irrelevant complaints from customers, he should not show his emotions and anger, and don't let the customers see the flaws, so as not to make the customers feel left out.At the same time, when the clerk thinks that the customer complaint no longer exists, he should switch to another topic in a timely and natural manner, and seize the appropriate opportunity.
Once the customer raises an objection again, it must not be ignored.If the customer files a complaint again, the clerk cannot ignore it, because since the complaint is made again, it shows that the customer has taken the complaint seriously, which means that this opinion is very important to him. At this time, the clerk must not ignore it and should use other methods To convert and eliminate customer complaints.
When dealing with complaints caused by misunderstanding, the customer should first understand the problem. When the customer understands that the dispute is caused by misunderstanding, the problem will be solved.The transition should be easy and natural.If this method is used properly, customers will understand it, and if it is not translated properly, it will be self-defeating, make customers angry, and increase resistance.Therefore, the clerk should be calm when using this method. Even if the customer's complaint is obviously lacking in factual basis, he cannot refute it face to face, but should insinuate, inspire and hint.
Taiji method is taken from the method of borrowing strength to use strength, taking advantage of the situation and then returning the stroke in Taijiquan.When a customer raises an objection, the staff handling the objection can turn the customer's objection into a reason for him to buy.
3. Detour
The ancient philosopher Lao Tzu put forward that "advance is like retreat", which means that softness can be used to overcome rigidity, and retreat is the way to advance.
Whether it is a battlefield or a shopping mall, and whether it is a retreat after victory or failure, as long as "retreat" is only a means, a detour, not the ultimate goal, as long as it is conducive to the realization of the overall goal, "retreat" Why is it not the best policy?
Atami City, a famous scenic spot in Japan, has a tourist center called Shin-Chio.In 1979, the hotel received 15 tourists, with a turnover of 29 billion yen and a profit of more than 3 million yen.This performance is unmatched among hotels of the same type in Japan.
The owner of the New Akao Hotel, Akao Kuranosuke, is an "operator who goes against common sense."He adopted the form of "retirement" in business strategy, but made a breakthrough in "advancement" in terms of efficiency.
Its outstanding performance has the following aspects:
(1) Extend the daily stay of tourists as much as possible
The traditional concept holds that shortening the daily housing time of each visitor can fully increase the utilization rate of guest rooms and achieve better economic benefits.But Akao Kuranosuke did the opposite. He announced that all tourists staying at the New Akao Hotel will check in at 8:10 a.m. and check out at 24:26 a.m. the next day.In this way, tourists spend [-] hours of accommodation, can enjoy [-] hours of service.On the surface, this approach increases the hotel's workload and affects revenue, but in fact it attracts a large number of tourists, making the hotel's business boom no matter whether it is in the off-season or in the peak season.
(2) Appropriately control the number of people and give priority to family travel tourists
The average hotel owner believes that the hotel rooms should be fully occupied.Therefore, most of the tourist hotels are willing to serve group tourists with a large number of people, and put the family tourists with a small number of tourists in a secondary position.For this reason, many hotels often attract group tourists at a discount to ensure a high occupancy rate of the rooms.
In this regard, Akao Kuranosuke disagreed.His point of view is that tourists go to the scenic spot for sightseeing to enjoy the beautiful natural scenery and the comfortable and comfortable life of the hotel.If the hotel is full of people, it will definitely destroy the quiet and comfortable atmosphere and affect the interest of tourists.They are the easiest to spoil the atmosphere of the hotel, and to serve them, the hotel often has to discount.
Therefore, the New Akao Hotel is not like other hotels, which do everything possible to attract group tourists, even if they receive them, they try to control the number of tourists.
On the contrary, for family travel, especially for newlyweds, New Akao is very enthusiastic. Whether it is room arrangement or restaurant dining, the waiters will give priority to arrangements and provide thoughtful service.As a result of implementing the idea of preferential treatment for family tourists, the New Akao Hotel can always maintain an elegant and quiet atmosphere, which in turn attracts more tourists to the hotel.
(3) Provide some free services to customers
Usually, the operators of tourist hotels think that since tourists go out for sightseeing, they must not care about money.Therefore, when tourists enter the store, they will be charged for all services.
But Akao Kuranosuke's approach is different: at the New Akao Ryokan, tourists can enjoy free services such as breakfast, coffee, orange water after a hot spring bath, table tennis and mahjong.These free services, although insignificant, have left a good impression on people and are conducive to attracting more tourists.
It is precisely because of Akao Kuranosuke's ability to break the routine, adopt unique tricks in management, and adopt a "step back" strategy that the New Akao Hotel can not only compete with any opponent, but also has always been full of vitality and achieved "progressiveness". three steps".
People have a common characteristic, no matter whether they are justified or not, when their opinions are directly refuted by others, they will always feel unhappy and even irritated, especially when they are directly refuted by a shop assistant who has never met before.Therefore, when dealing with objections, detours can be used.To avoid head-on firefights with customers, you can outflank and control the situation in one fell swoop.
When a customer raises an objection, don’t rush to justify it. You must first recognize the customer, "I understand your point of view, many customers are like this in the early stage of buying our products", and then you can start to move towards your goal, " Do you mean..." Outflank customer objections: "You've approved our product, you're just confused by the price, right?" "Do you mean you've approved our product , if we solve your problem, you'll buy it, right?"...Finally put those problems on the purchase.Correspondingly, the customer may have two answers, one is "yes, I will buy if the problem is solved"; the other is "no, I have other questions", if it is the second, it does not matter, the next Continue to guide customers to solve other problems, and ultimately they have to buy our products after solving the problems.
After the customer approved our answer, he said to the customer: "Then please listen to my suggestion next?" Next, we will communicate from the perspectives of future value and current value created by using this product to customers, Direct customers to our purpose.
Only by first identifying with others can we finally affirm ourselves.
Make a nodding motion, accompanied by "yes, that's right" in your mouth, no matter how difficult the customer's question is, a good clerk can answer him with "yes...that's right", the focus is on the back, that is, what we use way to resolve objections.
For example, "The packaging of your products is terrible." "Yes, that's right, I found that you have a strong sense of color in product packaging. Next time our company produces products, can I invite you to be our color consultant? "It is not asking us to really solve the customer's problem, but how to avoid the problem through effective words.This is what every shop assistant should do.
Some customers will say: "The price of your product is too high." We have to answer: "Yes, that's right, I know you are a person who enjoys high-end products as soon as I see you, so low-grade and low-priced I didn't introduce the product to you!"
By using the detour method, you can avoid its edge, but also achieve the purpose of sales and retain customers.
(End of this chapter)
Meaning of objection
Objection generally means that customers pour out their dissatisfaction and blame on their goods or services to the relevant department of the store.When customers find that there is a gap between the actual situation and their expectations during or after shopping, they will be dissatisfied, and when this dissatisfaction is vented, it will greatly reduce the customer's impression of the store and affect the customer's repurchase. Willingness, if it is serious, will spread to ten or ten, and will have a chain of adverse effects on stores.It can be seen that the handling of objections is an important part of store management.In objection handling, the role of the store manager is very important.
The store manager's understanding of objection handling has an important impact on the operation of the store. In the face of objection, the store manager should not just treat it as a headache and trouble, and feel that the less the better, but treat it as a bitter medicine .
Studies have shown that up to 96% of customers in a store do not complain when they encounter a problem.That is to say, for every complainant received by this store on average, there are many dissatisfied customers who have not complained.However, the act of complaining actually shows customer loyalty to the store.If the customer makes a complaint and gets a satisfactory answer, then he may come again.
As an important message sent by customers, objections are actually extremely rare and have great significance for stores.Therefore, stores can no longer regard customer complaints as deliberately finding fault, as they did in the past.After all, it is not a pleasant thing for customers to have objections, especially when the customer's emotions are more heated.At this time, if you can patiently reflect on your attitude and service methods, you will definitely find many new things that are more valuable to the store, so you can deal with customer complaints more calmly.
If the store manager and his employees can regard customer complaints as a good medicine that is both bitter and beneficial to the store, and constantly find out the problems of the store based on customer complaints and make improvements, they will be able to resolve customer complaints in a proper way and win customers. repeated visits.
Therefore, be cautious when dealing with objections, as this has critical implications for the entire store.
1. Avoid small losses and large losses
Mishandled objections can often end up being a little bit bigger.When customers complain to the store, if the store fails to handle it properly, it is likely to prompt customers to express their dissatisfaction to consumer rights protection agencies or the mass media, and many stores have caused heavy losses or trust crises because of this.Resolving small complaints from customers can not only recover losses, but also attract more customers.
2. Improve store image
If the store can properly solve the customer's complaints, it can make customers leave a good impression on the store.Even if they are not actual customers of the store, other potential customers will feel good about the store because they see the store's complete complaint handling mechanism, system and good attitude.This is an effective way for many stores to establish their image.
3. Reduce store operating costs
In store operations, the setting of some business procedures only considers "efficiency" and does not take into account the needs of customers.From a customer satisfaction point of view, such a business procedure is unreasonable.These unreasonable links can be found and rationalized from objections, thereby reducing the steps and complicated procedures to satisfy customers and reducing operating costs.
4. Collect market information
Customer complaints are valuable information needed for store operations. It can provide real information that cannot be obtained in market research and customers' sincere words, and this is valuable information that customers spend their time and energy voluntarily.More and more stores have begun to pay attention to the important information from different sources to guide the improvement of products, sales methods, advertisements, trademarks, instruction manuals, and even the development of new products.
5. Get customers
Customers who are satisfied with objection handling have a much higher rate of repurchase than customers who are dissatisfied but do not take action.This is an important rule.According to estimates, the cost of acquiring new customers is as much as 6 times the cost of retaining old customers.
6. Customer Satisfaction (TCS)
All customer-centric is the basic concept of store management.The purpose of store management is to satisfy customers.The objection just pointed out the direction for the joint efforts of the whole store.Paying attention to and properly handling objections is the focus of stores to carry out customer satisfaction management.
How to distinguish true and false objections
When a customer raises an objection, the staff of the store should take it seriously and consider the problem from the perspective of the consumer. They should not evade prevarication, let alone blame the customer, and should handle the problem based on the principle of mutual satisfaction.Of course, objections vary from person to person, event to event, and time to time, and there are also some false objections among them, which require the store manager to distinguish clearly.To do this, master the necessary processing procedures.
"IANA" is a very popular method of handling complaints in the United States, also known as the "IANA process".Here "IANA" is an acronym for the initials of the four English words Identity (confirmation), Assessment (assessment), Negotiation (negotiation), and Action (processing and action).
When customers have objections to the store, their emotions are generally more agitated, and the reception staff should calmly listen to customers' dissatisfaction.
1. Confirm the problem and understand the reason
(1) Let the customer tell, and you have to listen carefully when dealing with it.If you can't let the other party speak, you can't confirm and understand the crux of the problem. Words such as "but" and "please wait a moment" that interrupt the other party's speech cannot be used.Let the customer vent their complaints completely, calm down the customer, and then ask some detailed questions to confirm the problem.
(2) It is necessary to clearly understand the content of the other party's conversation.When you feel that the content of the complaint is not very clear, ask the other party to explain further, but the wording should be tactful, and try not to make the customer feel like being asked; listen carefully to the other party's words and express sympathy, which is to help customers explain The crux of the matter.If you don't think carefully, don't make an explanation rashly.As for the words that are enough to leave customers with the impression of being blamed or looked down upon by others, it is also impossible to say.
Only by doing this can we grasp the truth of the matter without arousing the other party's resentment, and summarize our own views for customers to confirm.
Women's Day ×× specialty store held a discount event. A girl bought a pair of boots worth more than 400 yuan. The cashier at the cash register was very busy that day. After receiving the money, she forgot to stamp her credit card.When the customer went to pick up the shoes, the salesperson said: "Miss, you haven't paid yet!" The customer said: "I have already handed over the money to the cashier." Can't remember if this customer has already paid.In this way, the customer has a conflict with the cashier.
The customer found the store manager emotionally, explained the payment situation, and said something dissatisfied with the cashier.At that time, the store manager listened carefully to the customer's opinion, and nodded frequently, saying that he would check the cashier's financial affairs, and finally confirmed that the customer had paid the money.
The store manager criticized the cashier on the spot, punished the cashier according to the store's management regulations, and apologized to the customer at the same time.
This incident clearly tells us that when customers have objections to stores or staff, the wisest thing to do is to listen sincerely, and then to distinguish the authenticity of the objection.We should treat objections with the attitude of "change them if they exist, and encourage them if they don't exist", and then find ways to eliminate them.
2. Evaluation and approval
(1) To assess the severity of the problem.
(2) Be clear about the extent to which you have mastered the problem.
(3) If the question raised by the customer has no factual basis and precedent, how should the customer recognize the actual situation.
(4) When solving the problem, besides financial compensation, what other requirements does the complainer have.
3. Negotiate with each other
The general situation is to negotiate with the customer together with the on-site contractor.Therefore, the responsibility of the store manager is not to solve the problem, but to arrange suitable candidates who can solve the problem.Negotiations are divided into two phases:
(1) Determine the conditions.In order to solve the problem, the scope of possible compensation measures should be limited.To solve any complaint, it is necessary to first determine the upper and lower limit conditions that can be provided for solving the problem.When determining conditions, the following issues must be considered:
① Is there a long-term transaction relationship between the company and the complainant?
②When you try to solve the problem, do customers have the desire to buy again in the future?
③ What positive or negative effects may the result of the dispute have on word-of-mouth promotion?
④ What is the customer's request?
⑤ Is there any fault in the store?
As a caterer, be sure to consider these conditions when deciding to offer some kind of compensation to a complaining customer.If the complaint is related to the negligence of the store, the settlement conditions should be more favorable.If the customer's request is too much, and it is impossible to have future
Come on, you can clearly say "no" to the other party.
(2) Negotiation and negotiation.When negotiating with complainants, keep the following in mind:
①Listen carefully to the complainer's confide, grasp the main points of the thoughts and emotions that the other party wants to express, and make a summary record.
② Ask the complainer to put forward his needs.
③Do not have the attitude of defending the other party or blaming the other party, but should express your thoughts clearly to the other party.
When negotiating with customers, handlers and store managers should try to come up with feasible solutions.When developing a solution, consider the following questions:
① Understand and grasp the lifeline of the problem, and analyze the seriousness of the problem.By listening to customers' explanations of complaints, we can judge the seriousness of the problem and understand consumers' expectations of the store.
②Determine the attribution of responsibility.Sometimes the responsibility for consumer complaints does not lie with the store, it may be the customer's own fault.For example, customers buy cosmetics and use them without reading the instructions on the packaging, causing allergies and mistakenly thinking that there is a problem with the product quality.If the responsibility lies with the customer, the retail store must have an explanation that convinces the customer; if the responsibility does lie with the store, it must give the customer a satisfactory answer within a reasonable range.
③ Handle according to the established regulations of the store.In the process of selling goods in stores, it is unavoidable that customer complaints and complaints occur, and handling methods and regulations are generally formulated in advance.When an incident occurs, routine complaints can be handled according to established methods, such as returning or exchanging goods; when exceptional incidents occur, they must be handled according to established principles, and at the same time, there must be a certain degree of flexibility to satisfy both parties.Because the impact of exceptional events is relatively large, it will cause incalculable losses once they are exposed by the media.
④ Clearly divide the processing authority.Stores should divide the handling authority according to the degree of influence (or degree of harm) of customer complaints or complaints. For example, simple returns and exchanges can be handled by front-line personnel; if relatively large compensation issues are involved, they must be handled by management personnel.Once a customer's complaint occurs, determining the handling personnel according to the degree of its influence can quickly solve the customer's problem and win an active position for the store.
⑤ Negotiate with consumers on the treatment plan and make them agree to the treatment method.Under normal circumstances, there will be a certain gap between the customer's request and the store's promise. This requires patient persuasion to the customer, so that the customer can proceed from reality, abandon their unrealistic requirements, and sit down calmly to negotiate and deal with the problem. .
4. Treatment
This is the final stage of the "IANA Process".When the negotiation has reached a conclusion, your work does not end when you reach a consensus with the customer. It just means that you have reached the stage of resolution, and you need to deal with it appropriately.
Before you act, you need to know who will do what and when.At the same time, it is necessary to confirm whether it is implemented according to the agreed conditions.After agreeing with the customer on how to solve the problem, if you breach the contract or fail to achieve the effect of satisfying the customer, not only will all your past efforts come to naught, but it will also have a bad impact on the reputation of the store.
The scientific objection handling process can help store managers handle objections correctly, distinguish the authenticity of objections, and make full use of objection resources.
Types of objections
The products sold in stores are often purchased frequently and used frequently. Therefore, complaints from customers when purchasing products are also the most common.For products, there are various types of customer complaints in stores, which can generally be divided into the following three categories according to the reasons for objection:
([-]) Commodity reasons
The most common situation is that customers have objections when purchasing goods.The main reasons for the objection are as follows:
1. The price is high
Customers are more sensitive to the prices of commodities sold in stores, and there are many stores dealing in such commodities, so it is easier to compare prices horizontally.Customers generally complain that the price level of a certain store is higher than that of other stores in the business district, and hope that the store will lower the price to a certain extent.
2. Poor quality
The quality of a product is only discovered after purchase or use.Therefore, this kind of objection belongs to the "information distortion" after the customer's purchase behavior is completed, that is, the process in which the customer finds that the product is not satisfactory in the process of using the product and forces himself to accept the product in his heart.When the "information distortion" reaches a certain intensity, customers will have dissatisfaction or doubts about the product, resulting in objections.
3. The label does not match
The main manifestations of discrepancies in product labels in stores are: the content of the instruction manual is inconsistent with the label on the product; imported products have no Chinese label; no manufacturer; no production date; the shelf life is vague; the shelf life has expired; The price tag is vague.
4. The product is out of stock
After some hot-selling items or special items are sold out, customers return empty-handed because the store does not replenish them in time; the special items in promotional advertisements are limited in quantity on the shelves, or they cannot be bought at all.
([-]) Reasons for service
Customer service is intangible, it is also an extension of tangible material goods, and is an essential part of the goods.Many customer complaints are related to store services, mainly in the following aspects:
1. Inappropriate service method
The service method of store clerks is the main aspect for customers to evaluate the service quality of stores.Common manifestations of inappropriate service methods include the following:
(1) Reception method.Specifically in the following aspects:
① The reception is slow, the order is wrong, and even the later customers have been received, but the first customers are still not greeted.
② Lack of language skills.Such as not knowing how to say hello, not knowing how to reply; speaking impolitely; speaking in a blunt tone, etc.
③ Regardless of customer needs and preferences, blindly explain the product, which will cause customers to be bored.
(2) Attitude.Specifically in the following aspects:
① Blindly sell, regardless of customer response.
②The make-up is so colorful that it is disgusting.
③Just chatting with yourself and ignoring customers.
④ Follow the customer closely, as if monitoring the customer.
⑤ When the customer does not buy, immediately put on a straight face.
⑥ Show distrust of customers.
One day when I went to a bookstore, I saw a girl who had already selected several books, but wanted to choose two more.So when she was browsing with the unpaid book, the salesperson of the bookstore came over and asked, "Have you paid for your book?" "No, I want to buy two more books, but I haven't chosen yet!"Unexpectedly, the salesperson put on a straight face and said: "Go and pay first, what if you leave with the book without paying?" The girl felt insulted by the salesperson and was very angry.So, she quarreled with the salesperson and vowed never to enter this bookstore again.
(3) Sales methods.Specifically in the following aspects:
① Impatiently show the product on display to the customer who asks to see it.
② Force customers to buy.
③I don't know anything about the product and cannot answer the customer's inquiry.
④ Show impatience with the products selected by customers, even cynicism.
When I was shopping in the supermarket, I encountered such a scene: an aunt saw three kinds of apples that looked exactly the same, but the prices were very different, so she asked the clerk: "What is the difference between these three kinds?" Impatient, she said indifferently: "Of course it's not the same, can you pay three prices for the same?" This aunt seemed to have eaten a fly. Although there was no noise, she put away the shopping cart and didn't buy anything. Just left the supermarket.
2. Bad behavior of shop assistants
(1) Complaints from the clerk about the work.Complain in front of customers about how low wages and bonuses are, and how strict work discipline is. How can people who work in this mood serve customers enthusiastically?
(2) The clerk judges the customer.We usually meet such shop assistants, and they would say: "That woman just now is really rich, and she was very happy when she bought it, but she is too ugly." If this is the case, what will happen if the customer hears it?
(3) The image of the clerk is not good.If the male salespersons in the store wear long hair, wear floral dresses, and open their arms in summer, and wear slippers; while the female salespersons wear strange clothes and heavy makeup, this will leave a bad impression on customers and directly affect customers' interest in buying.In addition, during the period when the salesperson is on the job, he gathers people to chat, speaks rudely, jokes, etc., which will make customers feel disgusted.
(4) The clerk lacks team spirit.
For example, not long ago, when I went shopping in the supermarket, I came across two shop assistants who were arguing.One even threw his work card on the ground and cursed loudly, until he got into a fight and attracted a large group of customers to watch.Fortunately, several customers came up to persuade them, and at the same time, two responsible persons came, and the quarrel was subsided.This lack of teamwork will inevitably lead to
Customer complaints and affect the store's reputation.
3. Other improper service factors
(1) Inconvenience for customers to pay.like:
① Miscalculated the money and made the customer overpay.
②There is no change for the customer.
③Do not accept large banknotes from customers.
④Reject small business when the amount is relatively large.
(2) The transportation service is not in place.like:
①I sent the wrong place when I sent the bulky item.
②The product was damaged during delivery.
③The delivery cycle is too long, making customers wait too long.
(3) Failure to keep the contract.like:
①The customer came to pick up the goods according to the agreed date, but found that the goods had not arrived yet.
②The customer asked for a slight improvement on the product, but it has not been done after a week.
([-]) Environmental reasons
The store operating environment is also the main factor for customers to object, which directly affects consumers' buying mood.The soft light, elegant style, clean and relaxed environment often make customers linger and forget to return.Customers’ objections to store operating environment mainly include the following factors:
1. Light
The light in the store is too dark, causing shadows on the shelves and aisle floors, and customers cannot see the price tags of the goods clearly;
2. Temperature
The temperature of the store should be suitable. If the temperature of the store is too high or too low, it will not be conducive to customers to browse and buy.Climate change is impermanent. If the temperature of the store is not adjusted in time, it will affect the buying mood of customers and cause objections.
3. Ground
The floor of the store should not be too slippery, otherwise elderly customers and children are prone to fall, which will cause objections from customers.
4. Hygiene
If the hygienic conditions of the store are not good, there is no toilet or the toilet is in poor condition, etc., it will cause customer dissatisfaction.
5. Noise
Loud hawking by shop assistants, excessively loud voices when unloading goods, and too loud or unpleasant stereos or background music in the store will all arouse customers' resentment and complaints.
6. Laying
The unreasonable design of steps at the entrance and exit of the store, the steep elevators in the store, too few parking spaces, or the unreasonable division of the parking area and pedestrian passages, causing inconvenience for customers to enter and exit, and other unreasonable layouts will cause objections from customers.
In short, objections are mainly caused by goods, services and the environment, but there are still many other situations.For example, complaints from customers who are not used to new products and materials.Therefore, when preventing and handling objections, it is necessary to conduct a comprehensive analysis of the factors that cause objections and find out the reasons, so that objections can be targeted, effectively avoided or properly handled.
Handling Objection Language Practical Template
The beauty industry can be said to be one of the most objectionable industries in the service industry, and its daily discourse skills for handling objections are very representative.The following are several standard speech templates for common objection handling in beauty salons, for reference by store managers.
The customer asked: "How much is this?"
"98 yuan." (wrong)
Quotations should be reported after customer demand has been stimulated.
"The price must be value for money. Please rest assured. If the quality is not good and the service is poor, I don't think you will want it no matter how cheap it is. Do you think so?" (Yes)
"Yes, very affordable, less than 1 yuan a day! Just like you make a phone call every day, this product can be used for about 1 months, and the total is less than 3 yuan." (Yes)
After finishing the facial, the customer said: "It's too expensive."
"Why is it expensive?" or "Don't buy it if you don't have the money!" "Don't buy it if it's too expensive!" (Wrong)
"Our products are not discounted. If you want a discount, don't buy it." (wrong)
"Price is not important, what matters is whether it works." (wrong)
"How much are you willing to ask for?" The implication: "The price quoted just now is to test you." (wrong)
"We are doing promotional activities now, buy more and get more free, and it won't be too expensive." Customers will say: "It won't be too expensive, it's still expensive." (wrong)
If it is higher than similar products that customers have used before, you can say:
"If you look at the price alone, it will indeed make people feel this way, but the reason why our price is slightly higher is because our products are very effective. If you use a set of products that do not meet the standards, you will lose your mind after doing it a few times. If you don’t do it, it will be a real waste of money.”
If the customer continues to ask: "Can't it be cheaper?"
"No way." (wrong)
"Sorry, this is the company's regulation, and the company has a uniform price." (wrong)
"Miss, do you think I'm the boss?" "No?" said the customer. "Then I don't have the right." (wrong)
"Sorry, this price is already very favorable." (yes)
When a customer says: "Are there no discounts for old customers?"
"Sorry, the price is the same for old customers and new customers here." (wrong)
"You are a regular customer, so you should know our regulations." The implication: "I doubt whether you have ever used our products?" (wrong)
"Thank you very much for your support for such a long time. Our company is very grateful, but I am really sorry, and we sincerely hope to get your understanding. Because the product must achieve relative quality, there will be relative cost, especially when used on the face. What is on the market is more important, so it is more necessary to guarantee quality and after-sales service, which is the most important point.” (Yes)
When a customer has an objection, the anger will increase and the volume will increase. If you want to use your voice to overwhelm the other party to prove that you are justified, it is best to change the environment at this time.
"Miss, stop arguing here..." (wrong)
"I think...you don't believe..." (wrong)
"It's up to you... I mean..." (wrong)
"Miss, I'm sorry, my colleague just now..." (yes)
"Hello, let's borrow a place to say..." (yes)
Never procrastinate when dealing with customer objections.
"This is the company's regulation, and I can't help it..." (wrong)
"We are a bit busy today, and the leader is not here, I think you should come back tomorrow..." (wrong)
"Don't be in a hurry, I'm busy right now, wait a moment... I'll deal with it for you..." (wrong)
"Miss, wait a moment, I'll deal with it for you right away..." (Yes)
"Your... our technicians are testing you... I'll show you again, when will it be ready." (Yes)
The application of three techniques: synchronous method, Tai Chi method, detour method
In objection handling, there are also skills to follow. Here are three basic skills recommended to store managers:
1. Synchronous method
If the product defect or the service quality cannot satisfy the customer, you should admit the mistake and try to get the customer's understanding, but you can't shirk your responsibility or find excuses, because the reason lies with the customer, and any prevarication will intensify the contradiction.
Just smile and nod to express agreement and recognition of the other party, keep in step with the customer, and ignore the irrational views or opinions of the customer.Recognize that the other person is just trying to show that they have a superior opinion, without trying to argue or argue.
Sometimes I hear some customers say: "If your products were advertised by Nicole Kidman, I would have bought your products a long time ago." Or "Your products are upgraded from the pineal gland, I would have bought your products a long time ago." The product is gone”, etc. These are not real objections from customers, the other party just wants to show their extensive knowledge.At this time, the clever clerk will say: "You are really a good idea, such a good suggestion, I will definitely report it to the higher authorities when I go back."
In general objections, customers will have strong emotional factors, anger, and shouting. Therefore, first of all, express understanding and support to the other party emotionally to resolve this emotion, which will be a good start to finally solve the problem satisfactorily.
To show the same position as the customer, make full use of various methods, for example: when talking directly with the complainant, express sympathy with eyes, express understanding with a sincere attitude and serious expression, and use appropriate body language, such as nodding , express consent, etc.In addition, when dealing with the phone, you can use the way of speaking (such as intonation, volume, circumflex) to express empathy.
Reach consensus with customers on general principles, such as:
"There's grease on the inside of the chain on a new car, and not just you, but anyone else will be outraged."
"The computer I just bought crashes on the first day of use, and no one will feel comfortable with this matter."
Affirming the customer's right to express their opinions usually helps to ease the customer's emotions, so that the customer's statement of the problem is more logical.For example:
"Yes, you have every right to put forward your opinions to the supermarket, and we are dedicated to listening to and dealing with this kind of problems. Please sit down and talk slowly, don't worry."
When encountering customer objections, we must speak from the perspective of customers, understand the disappointment, anger, frustration and even pain expressed by customers due to dissatisfaction, and understand that they will blame the operator to some extent.
The staff handling objections must stand in the customer's position and often think: "If I were a customer, what would we do?"
Admitting mistakes is the first step, and then the problem should be solved quickly on the basis of a clear commitment without delay. The cost of solving the problem as soon as the incident occurs will be the lowest, and customers will recognize it.After a long time, troubles will arise.
2. Tai Chi method
When dealing with objections, learn to play Tai Chi, "melt hundreds of steel, make fingers soft", that is, "turn customer objections into selling points".
Let's just be clear, there's no point in having a win-lose debate with your customers, and even if you win the debate, you end up losing because you've lost the customer.How do you treat customers, customers will treat you with a corresponding attitude.Therefore, handling customer objections with a positive attitude is key.The basic principle of communicating with customers is: business is not a matter of benevolence and righteousness, and be friends with customers.The so-called "harmony makes money".
Just like playing Tai Chi, if you encounter a strong one, you will be strong, and it is likely to hurt both sides. "Turning hostility into peace" is the best result.
The rhetoric is:
"Sir/Miss, this is a popular style this year, this workmanship..." (Correct)
"Sir/Miss, the place you mentioned, that is the characteristic of this dress..." (Correct)
To deal with customer objections, we can avoid the important ones.Sometimes customers complain, so that the sales can go on. In addition, they can be ignored, or the topic can be changed to other aspects skillfully.Sometimes the customer's complaint itself is nothing but trouble, or it is absurd. At this time, it is best to ignore it and quickly change the subject, so that the customer feels that the store does not want to aggravate the conflict.
First of all, the clerk should confirm that this method can only be used when the customer's complaint is about nothing, nothing, or absurd complaints.
When the clerk has the idea of ignoring the irrelevant complaints from customers, he should not show his emotions and anger, and don't let the customers see the flaws, so as not to make the customers feel left out.At the same time, when the clerk thinks that the customer complaint no longer exists, he should switch to another topic in a timely and natural manner, and seize the appropriate opportunity.
Once the customer raises an objection again, it must not be ignored.If the customer files a complaint again, the clerk cannot ignore it, because since the complaint is made again, it shows that the customer has taken the complaint seriously, which means that this opinion is very important to him. At this time, the clerk must not ignore it and should use other methods To convert and eliminate customer complaints.
When dealing with complaints caused by misunderstanding, the customer should first understand the problem. When the customer understands that the dispute is caused by misunderstanding, the problem will be solved.The transition should be easy and natural.If this method is used properly, customers will understand it, and if it is not translated properly, it will be self-defeating, make customers angry, and increase resistance.Therefore, the clerk should be calm when using this method. Even if the customer's complaint is obviously lacking in factual basis, he cannot refute it face to face, but should insinuate, inspire and hint.
Taiji method is taken from the method of borrowing strength to use strength, taking advantage of the situation and then returning the stroke in Taijiquan.When a customer raises an objection, the staff handling the objection can turn the customer's objection into a reason for him to buy.
3. Detour
The ancient philosopher Lao Tzu put forward that "advance is like retreat", which means that softness can be used to overcome rigidity, and retreat is the way to advance.
Whether it is a battlefield or a shopping mall, and whether it is a retreat after victory or failure, as long as "retreat" is only a means, a detour, not the ultimate goal, as long as it is conducive to the realization of the overall goal, "retreat" Why is it not the best policy?
Atami City, a famous scenic spot in Japan, has a tourist center called Shin-Chio.In 1979, the hotel received 15 tourists, with a turnover of 29 billion yen and a profit of more than 3 million yen.This performance is unmatched among hotels of the same type in Japan.
The owner of the New Akao Hotel, Akao Kuranosuke, is an "operator who goes against common sense."He adopted the form of "retirement" in business strategy, but made a breakthrough in "advancement" in terms of efficiency.
Its outstanding performance has the following aspects:
(1) Extend the daily stay of tourists as much as possible
The traditional concept holds that shortening the daily housing time of each visitor can fully increase the utilization rate of guest rooms and achieve better economic benefits.But Akao Kuranosuke did the opposite. He announced that all tourists staying at the New Akao Hotel will check in at 8:10 a.m. and check out at 24:26 a.m. the next day.In this way, tourists spend [-] hours of accommodation, can enjoy [-] hours of service.On the surface, this approach increases the hotel's workload and affects revenue, but in fact it attracts a large number of tourists, making the hotel's business boom no matter whether it is in the off-season or in the peak season.
(2) Appropriately control the number of people and give priority to family travel tourists
The average hotel owner believes that the hotel rooms should be fully occupied.Therefore, most of the tourist hotels are willing to serve group tourists with a large number of people, and put the family tourists with a small number of tourists in a secondary position.For this reason, many hotels often attract group tourists at a discount to ensure a high occupancy rate of the rooms.
In this regard, Akao Kuranosuke disagreed.His point of view is that tourists go to the scenic spot for sightseeing to enjoy the beautiful natural scenery and the comfortable and comfortable life of the hotel.If the hotel is full of people, it will definitely destroy the quiet and comfortable atmosphere and affect the interest of tourists.They are the easiest to spoil the atmosphere of the hotel, and to serve them, the hotel often has to discount.
Therefore, the New Akao Hotel is not like other hotels, which do everything possible to attract group tourists, even if they receive them, they try to control the number of tourists.
On the contrary, for family travel, especially for newlyweds, New Akao is very enthusiastic. Whether it is room arrangement or restaurant dining, the waiters will give priority to arrangements and provide thoughtful service.As a result of implementing the idea of preferential treatment for family tourists, the New Akao Hotel can always maintain an elegant and quiet atmosphere, which in turn attracts more tourists to the hotel.
(3) Provide some free services to customers
Usually, the operators of tourist hotels think that since tourists go out for sightseeing, they must not care about money.Therefore, when tourists enter the store, they will be charged for all services.
But Akao Kuranosuke's approach is different: at the New Akao Ryokan, tourists can enjoy free services such as breakfast, coffee, orange water after a hot spring bath, table tennis and mahjong.These free services, although insignificant, have left a good impression on people and are conducive to attracting more tourists.
It is precisely because of Akao Kuranosuke's ability to break the routine, adopt unique tricks in management, and adopt a "step back" strategy that the New Akao Hotel can not only compete with any opponent, but also has always been full of vitality and achieved "progressiveness". three steps".
People have a common characteristic, no matter whether they are justified or not, when their opinions are directly refuted by others, they will always feel unhappy and even irritated, especially when they are directly refuted by a shop assistant who has never met before.Therefore, when dealing with objections, detours can be used.To avoid head-on firefights with customers, you can outflank and control the situation in one fell swoop.
When a customer raises an objection, don’t rush to justify it. You must first recognize the customer, "I understand your point of view, many customers are like this in the early stage of buying our products", and then you can start to move towards your goal, " Do you mean..." Outflank customer objections: "You've approved our product, you're just confused by the price, right?" "Do you mean you've approved our product , if we solve your problem, you'll buy it, right?"...Finally put those problems on the purchase.Correspondingly, the customer may have two answers, one is "yes, I will buy if the problem is solved"; the other is "no, I have other questions", if it is the second, it does not matter, the next Continue to guide customers to solve other problems, and ultimately they have to buy our products after solving the problems.
After the customer approved our answer, he said to the customer: "Then please listen to my suggestion next?" Next, we will communicate from the perspectives of future value and current value created by using this product to customers, Direct customers to our purpose.
Only by first identifying with others can we finally affirm ourselves.
Make a nodding motion, accompanied by "yes, that's right" in your mouth, no matter how difficult the customer's question is, a good clerk can answer him with "yes...that's right", the focus is on the back, that is, what we use way to resolve objections.
For example, "The packaging of your products is terrible." "Yes, that's right, I found that you have a strong sense of color in product packaging. Next time our company produces products, can I invite you to be our color consultant? "It is not asking us to really solve the customer's problem, but how to avoid the problem through effective words.This is what every shop assistant should do.
Some customers will say: "The price of your product is too high." We have to answer: "Yes, that's right, I know you are a person who enjoys high-end products as soon as I see you, so low-grade and low-priced I didn't introduce the product to you!"
By using the detour method, you can avoid its edge, but also achieve the purpose of sales and retain customers.
(End of this chapter)
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