Be the best store manager

Chapter 9 Key [-]: Service Orientation——Service is the core factor to enhance store value
Chapter 2 Three keys to building a golden store
Two types of customers we face every day

Who is the customer is the primary issue of store management and the first issue that the store manager must consider.Only by correctly defining customers can we be targeted.In other words, only by knowing who the customers are can we effectively segment the market, formulate business strategies, serve customers better, and achieve business goals.

For every store manager who is engaged in store management, the company can survive because of the existence of customers. Therefore, it is necessary to know what the needs of customers are, and only then can they meet their needs and win development opportunities for the company.

Maslow put forward the theory of "hierarchy of needs", which believes that human needs appear in the form of levels, that is, starting from low-level needs and gradually developing to high-level needs.He divided human needs into physiological needs, safety needs, belonging needs, esteem needs, and self-actualization needs.Because everyone's needs are different, store managers must treat people's various needs differently.At any time, the store manager should take into account the various needs of people, because in the vast majority of people, there are all the needs listed in Maslow's hierarchy of needs.

It is worth noting that since human beings are social animals, there will also be a higher level need, that is, a need for recognition of belonging.Physiologists are beginning to recognize the commercial as well as the social significance of shopping.

While meeting the needs of customers, as a store manager, we must consider how to stimulate the needs of customers, so that we can have the right to "satisfy needs" for a long time.

American psychologist Herzberg (Herzberg) put forward the famous two-factor theory in the late 20s through long-term investigation and research.In this theory he pointed out that there are factors in life that can cause satisfaction and thus motivate people,

These factors are facilitators; in addition, there are non-facilitating factors whose absence can lead to dissatisfaction and thus have adverse effects, which he calls hygiene factors.Traditionally, the opposite of "satisfaction" can only be "dissatisfaction", but the two-factor theory leads to a new understanding of satisfaction and dissatisfaction.According to Herzberg, the opposite of "satisfaction" should be "no satisfaction", and the opposite of "dissatisfaction" should be "no dissatisfaction".This means that eliminating the factors that lead to "dissatisfaction" does not necessarily produce "satisfaction" results.Acquisition and recognition, as important facilitators in the two-factor theory, can be considered both from the perspective of the customer and from the perspective of the employee providing customer service.The former may derive satisfaction from obtaining a good product or service, and will generally be happy to admit that even if his name is used repeatedly in a transaction; Big push.The recognition of good service can promote the improvement of service quality.

So in this process, we can regard this relationship as the store manager faces two types of customers every day, namely external customers and internal customers.

External customers refer to the customers received and sent by the store every day, which are our "customers" in the general sense, which can basically be divided into: significant
Two types of customers and potential customers.

Significant customers mainly have the following four characteristics:
(1) Have sufficient consumption capacity.

(2) There is a need to purchase a certain commodity.

(3) Understand the information and purchase channels of commodities.

(4) It can bring direct income to practitioners.

Whether it is cosmetics, medicines or clothing, books, as long as the customer has bought it, he becomes our customer.Prominent customers are very important to a store. The key reason is that they can bring immediate benefits to the store and become the "parents of food and clothing" of the store. Therefore, it is very important to keep this in mind for the development of the store.

Another kind of external customers is called potential customers. Except for prominent customers, almost all customers are potential customers.Potential customers have the following four characteristics:
(1) The current budget is insufficient or does not have the ability to consume.

(2) May have spending power, but no need to buy goods.

(3) They may have the ability to consume, and may also have the demand to purchase goods, but lack product information and purchase channels.

(4) Will become a prominent customer as the environment, personal conditions or needs change.

Generally speaking, significant customers focus on the issue of utility and satisfaction, while potential customers focus on the relationship between needs and satisfaction.The store manager must never ignore potential customers. Although they cannot generate income for you immediately, the survival of a store depends on prominent customers. If it wants to gain a foothold in the long run and remain undefeated, it must also rely on a large number of potential customers. Make it gradually become a prominent customer in the future, bringing long-term profits to the store.

Internal customers refer to everyone in the store, including store managers and employees.Because they all meet the definition of customers, internal customers are employees of the store when they go to work, but they are ordinary customers after get off work.

More importantly, internal customers are the primary people who satisfy generic (external) customers.Therefore, for stores, they are a group with multiple identities, and they are the group that needs to be satisfied first.

According to the working relationship, internal customers can be further subdivided into the following three types:
(1) Up and down source flow type.An employee's work is taken over from another employee, and after his own work is completed, it must be transferred to the next employee.This is a model that connects the past with the future.

(2) Horizontal support type.Work independently of each other, and help each other in case of difficulties. Internal customers in the store generally belong to this relationship.

(3) Teamwork type.It is a comprehensive type of the above two modes, and it is divided into two types: horizontal teamwork and vertical teamwork.

The definition of internal customers is not easy to understand, and its existence is not very obvious, so store managers often ignore this kind of customers.External customers are crucial to obtaining the final profit, so it is natural for the store manager to turn his attention to the requirements of external customers, which is completely acceptable and necessary for the survival of the store.However, the needs of internal customers also need to be satisfied and guaranteed.As the head of a store, if you turn a blind eye to this point, it will be difficult to successfully operate the store.

It turns out that the better the internal customer relationship, the more likely external customers will be happy.

A beauty shop recognizes the importance of internal customer relationships, so the shop asks customers who patronize the beauty shop to record the names of beauticians who provide quality services and can receive rewards.This is a commendable practice.But customers generally only have contact with a small number of beauticians, so the store also has a similar arrangement, that is, let those beauticians who have regular contact with customers provide a list of behind-the-scenes colleagues who provide them with high-quality services.The store's practice of emphasizing internal customer relations has won the loyalty of employees and won the
It has been well received by customers.

Service drives the five steps

Profit is an exchange of value, and service is the core factor to enhance store value.Usually, you can make a cup of coffee for about 3 yuan, but when you drink the same cup of coffee in a five-star hotel coffee shop, it may cost 50 yuan or even more expensive, but you have no complaints. why?Where is the appreciation of this cup of coffee?Because five-star hotels provide you with soft sofas, beautiful music, warm lighting, and sweet smiles from service girls, all these services are value.

If the store manager wants to improve performance, the first task is to make the service outstanding in the same industry.Many store managers complained to me that they really hope to improve their service, but they don't know where to start. Here I will give you a theoretical summary of many years.In fact, there are rules to follow in promoting services, and it is not complicated. You only need to do the following 5 points: Lead by example + create a process + set standards + check frequently + set a good example.

1 The store manager should lead by example and set an example in terms of service
A company is like a fleet, and each store is a battleship, and the store manager is naturally the captain of the battleship, commanding the sailing of the battleship.The store manager is the soul of the store, so he is a model in the store and an example for employees to learn from.Correct leadership and demonstration will lead to correct results. Of course, incorrect leadership and demonstration will lead to incorrect results, which cannot escape the constraints of causality.Therefore, the store manager should lead by example and set an example in terms of service. The image and manner of the store manager, his attitude towards customers, service standards, and even personal emotional expressions will be imitated by the store staff.As far as service is concerned, the service quality of the store manager determines the service quality of the clerk.

I often tell the store manager that you are the store, and all employees follow your steps. The store manager’s attitude towards customers determines the store staff’s attitude towards customers. The bad mood of the store manager will affect the atmosphere of the entire store, so Always pay attention to your words and deeds.

When everyone is in a bad mood, they will inevitably complain a few words, which is understandable, but as a store manager, you must never complain in front of employees. "This store is too difficult to do, quit." Once you say this in front of the employees, the employees will not take this kind of words as your complaint, they will whisper in private: "This store is not for you. Close it?" "I think we should make plans early, if there is any good way out, let me know when you leave." The result is that people are panicked and have no intention of working.Your complaint may be unintentional, but the result has already been caused.The same is true in the service, you have to know your little action, the clerk will use it as a standard to refer to.

I often see in some stores that the clerks in the store are sitting loosely on the side, and they will not serve the customers according to the standard after seeing the customers.When I saw the manager of the store, I understood all this. It turned out that the manager of the store did this.I pointed out that the irregularity of the store staff is the result of imitating the store manager, and they often complain: "Can it be the same, I am the leader, I am busy all day, I am exhausted, and I can't sit and rest? "

The store manager has his own reasons, but the employees don't think so. They also complain: "Aren't we tired? We work hard and earn 800 a month. You are the same as us, but you can earn 8000 a month." They don't I will not analyze carefully. After get off work, the store manager can't sleep all night for performance, thinking about the store all the time.Therefore, the store manager must have a high sense of service and improve service capabilities.

2 Formulate a meticulous standardized service process to improve the service level of employees
When I mentioned the service process, most of the store managers would say, we have a service process, and then took out a thick stack of paper to show me their standardization.I believe that no one has read it carefully, let alone executed it. I suggest throwing this paper into the waste paper pile.Service is closely related to people, so it is very detailed. When formulating the service process, it should start from the moment of contact with the customer until the closing of the store, starting from the code of conduct, service terms, etc. The most important thing is to pay attention to details. A little bit of small details to meet the needs of customers and improve service levels.

The manager of a beauty shop touched me very much.There are lockers in beauty shops, but no one puts their mobile phones inside, because it is very inconvenient to answer calls, so customers always put their mobile phones next to their pillows, but sometimes they fall, which is very inconvenient.The store manager quickly realized this, so he sewed a small pocket under each beauty bed, which is very convenient for customers to put their mobile phones.

The victory of service competition lies in the victory of details.When formulating the service process, we must be truly nuanced.

3 Formulate standards according to the actual situation in the store
The formulation of standards is always very difficult, and it requires the store manager to carefully analyze the actual situation in the store to determine.For example, the analysis of the type of customers in the store, the decoration of the store and other factors are carefully considered.

4 The implementation of the system and standards requires constant supervision and inspection by the store manager

Since enterprises have their own management standards, many stores have established systems to ensure daily management.But the system does not lie in more or less, the key lies in whether it can be effectively implemented. This requires the store manager to check from time to time to see if there are loopholes in the implementation and repair them in time.Never wait for a customer to complain, if something goes wrong, it will be too late.

5 The power of role models is infinite

Be sure to set three to five excellent employees as role models in the team.Of course, enterprises will definitely organize service training, but the cost of training is very high. After the training is over, the store manager will eventually manage it.Due to the different levels of employees, the training effect is different. At this time, excellent employees are needed to help, support, and lead. Remember: setting an example is indispensable.

(End of this chapter)