learn to speak, learn etiquette

Chapter 33 Understanding Business Service Etiquette (6)
From the perspective of customer convenience, product display should grasp the "three easy principles" that make customers easy to see, touch and choose, and make full use of people's visual sensibility.Scientific experiments have shown that 60% of people receive external information through vision, and the material and intuitive characteristics of commodities are excellent objects to attract people's visual sensibility.Therefore, the product display should pay attention to the following four points:
1. Display eye-catching.Let the product compete for the customer's attention
After customers enter the store, they usually look around the display products unconsciously.According to the research of relevant scholars, the height of this unconscious outlook is about 0 to 7 meters.Therefore, the arrangement of products should be compatible with the height of the customers' viewing, and the visibility of products should be improved as much as possible.For example, using the cabinet top display, the focus is prominent and eye-catching; using the closet display, the plane is spread out, with ups and downs;

2. Be attractive and relatable

The products displayed should allow customers to touch them freely with their hands as much as possible, open the package for a closer look, and compare them with other products for identification and selection.If products are only allowed to be viewed through the glass, it will make customers feel distanced from the products and lack intimacy and trust.

3. It has a sense of richness and beauty.

Commodities should be full, complete, new, strange, and beautiful. Commodity display can take various forms such as stacking, stacking, and modeling, and make them serialized and matched, so that customers can compare and choose.The business attitude of neglecting to stock up in time, leaving the shelves sparse and empty, or the practice of "display items, not for sale" are all rude behaviors that disappoint customers.All products displayed must be sold in stock.

4. Pay attention to two-way communication.

That is to say, on the one hand, customers can see the instructions for use of the product in the displayed product, introducing the performance, characteristics and usage methods of the product; on the other hand, there are sales staff to answer questions and listen to opinions and suggestions.

Favorable service for service personnel

From the perspective of facilitating the service of service personnel, commodity display should help reduce the labor and questions and answers of service personnel, so as to concentrate and improve the efficiency of serving customers.The distance between the counter and the shelves and containers should be moderate, generally kept at about 75 to 90 centimeters, which will not affect the movement of the service personnel, and is convenient for the service personnel to pick and place the goods.According to the sales volume, arrange the reserves to avoid out of stock.

etiquette experts remind you

For the best-selling or frequently traded products, they should be placed around the service personnel as much as possible, within 60 cm from top to bottom, left to right, so that the service personnel do not have to walk around, and can pick and place them when they turn around, so as to speed up the sales.

Product shopping guide
To be a successful shopping guide, at least in the three aspects of approaching customers, winning customers, and influencing customers, you must conscientiously regulate your behavior in accordance with the requirements of service etiquette.

([-]) Approaching customers

The shopping guide in commercial service work must start from being close to customers.Without successful approach to customers, there is no chance of success in guiding consumers to purchase.

When approaching customers, you should usually pay attention to the method, choose the right time, and pay attention to etiquette.Improper performance in these three links, even if you are close to the customer in distance, it is difficult to really get close to the other party psychologically.

Tips for approaching customers

Pay attention to the way
Choose the right time
Pay attention to etiquette
Pay attention to the way
In the service process, shopping guides have their own specific methods.If you want to really get close to customers, if you don't pay attention to the choice of specific methods, you will inevitably get twice the result with half the effort.

At present, there are two main ways of popular shopping guides: active shopping guide and invited shopping guide.The two are applicable to different situations and have different specific functions.

Active shopping guide
It refers to the fact that when a shopping guide finds that a customer needs a shopping guide, they will take the initiative to provide shopping guide services for them under the premise of obtaining the consent of the other party.It can often not only show the importance of customers, but also help to promote sales.It is mostly used when customers are rare.

Invited shopping guide
It generally means that when customers come to ask for a shopping guide, the shopping guide staff will provide them with shopping guide services.It is more suitable for when there are many customers.It has the advantages of strong pertinence and easy two-way communication.

Choose the right time
In the shopping guide process, the specific timing of approaching customers is very particular.When conducting shopping guide sales, if you don't pay attention to the choice of specific timing, your active intention will definitely be difficult to realize.

Generally speaking, the following four opportunities are all good opportunities to approach customers and conduct shopping guides in a timely manner.

1. When customers are interested
When a customer is interested in a certain product or service, it is often welcomed by the other party to conduct shopping guides.

2. When a customer makes a request
When a customer directly asks for a shopping guide, or wants to know more about a certain product or service, the best performance should be: respect is worse than obedience.

3. When the surrounding environment is favorable
Carrying out shopping guide sales in an environment with a warm atmosphere and less interference often has a higher probability of success.

4. When the internal and external situation is favorable
When the internal and external situation of the service unit is beneficial to itself, it can usually ride the wind and waves and achieve better results by making the best use of the situation to increase the intensity of shopping guide and sales promotion.

Pay attention to etiquette
When shopping guides approach customers, they must pay attention to acting in accordance with etiquette and treating customers with courtesy.Generally speaking, when approaching customers, the relevant service personnel must be well-regulated in the use of etiquette when greeting, saluting, introducing themselves, and handing over business cards.

Greetings are decent

At the beginning of approaching the customer, be sure to say to the other party first: "Hello!" If necessary, you can also add the word "Welcome".When greeting someone, use a friendly tone, smile, and make eye contact.

polite
When shopping guides approach customers, they should usually bow or nod in greeting.Under normal circumstances, bowing and nodding should be done at the same time as greeting the other party.Shaking hands is more common among acquaintances.Shopping guides usually do not take the initiative to shake hands with customers they meet for the first time.Only when the other party expresses something first, can you shake hands with the other party as a gift.When shaking hands, generally the customer should extend his hand first.

For shopping guides, it is forbidden to wear gloves and sunglasses when shaking hands with customers, and it is not allowed to shake hands with others easily with your left hand.

([-]) Influencing customers

In the specific process of shopping guide, shopping guides and customers often interact with each other.Therefore, shopping guides must be clear that in order to make progress in their service work, the important point is to try to exert a certain degree of influence on customers, rather than making themselves deeply influenced by the other party.

The influence exerted by shopping guides on customers should of course be positive and positive.If it can really have a positive and positive impact on customers, it will definitely be of great benefit to promoting two-way communication and shopping guide sales.

According to the relevant norms of service etiquette, there are mainly five factors that can have a positive and positive impact on customers during the shopping guide process.For shopping guides, it can be called "five elements that affect customers".Five factors that influence customers:

honest service
Reputation service
emotional service
image service
Value service

honest service
In modern society, "truth", "goodness" and "beauty" are quite valued by people.In the service process, especially when providing shopping guide services for customers, the honesty of service personnel is deeply valued by customers.Only by serving customers honestly can we really do a good job in our shopping guide work.

Honest service, in short, is to require shopping guides to treat customers with sincerity, sincerity, integrity and frankness.With the development of the modern market, the knowledge and experience of the vast number of consumers are constantly improving. It is neither wise nor rational to blindly underestimate and deceive them.Over time, dishonesty will be rewarded.On the contrary, in the process of contacting customers, if the shopping guide can be honest and honest with the other party, he will be trusted and praised by the other party, so that he can conduct transactions with more confidence, and even become a "frequent customer of our store".

Reputation service
A foreign marketing expert pointed out: "Reputation is like a thin silk thread. Once it is broken, it is very difficult to connect it again." This is indeed the case. For shopping guides, reputation is indeed It is your own lifeline.Once you lose your credibility, you will lose your foothold.

Reputation service mainly requires shopping guides to keep promises and keep promises when serving people, do what they say, keep what they say, behave in a realistic way, and behave in a practical way.It is not allowed to talk nonsense, promise customers indiscriminately, and write empty checks indiscriminately.

Paying attention to reputation is the basic requirement of being honest.It should be clear that although there are big and small reputations, both are equally important.Because any great reputation is accumulated by many small reputations, and without small reputations, it is impossible to have big reputations.

Pay attention to reputation. For shopping guide services, "boasting" is absolutely necessary, while "blowing" is not advisable.Because "boasting" is to let customers know what is good about their products and services, and what convenience they can provide to the other party; while "boasting" is exaggeration, bluff, and no credibility at all.

emotional service
Having emotions is one of the main characteristics of human beings.Emotion generally refers to the specific attitudes people hold towards objective things.It reflects a demand relationship between people and objective things.Fundamentally speaking, whether people's needs are satisfied or not usually leads to changes in their attitudes towards things, so that they have affirmative or negative emotions towards things.

As far as its essence is concerned, the key to the success of shopping guide work lies in whether service personnel can move customers.In actual work, the different emotions of shopping guides often lead to different service behaviors: either positive behavior or negative behavior.Service personnel should fully realize that anyone's emotions are extremely rich.Sincere and friendly emotions have infinite charm and appeal; strong and profound emotions can motivate themselves to serve customers better.

Emotional service mainly requires shopping guides to have healthy emotions in order to make their service work more in line with the psychological needs of customers.

To serve with emotion, on the one hand, the shopping guide must have the correct emotional tendency.That is to say, you must have love when you treat others.Specifically, you should make yourself have a heart of sympathy and compassion, understanding and tolerance, respect and understanding, caring and friendliness, and so on.And make it out of the truth, from the heart.

On the other hand, it is required that shopping guides must also have deep and lasting positive emotions.That is to say, in the workplace, personal emotions should be firmly and persistently controlled in favor of service, and not be volatile due to the influence of certain factors on both sides of oneself and customers.

image service
The work of shopping guide is often closely related to the personal image of the relevant service personnel, and it also indirectly has a certain impact on the overall image of the relevant service unit.Therefore, among the practitioners of shopping guides, there has been a popular saying called "serving with image".

Serving by image means that shopping guides must establish a good personal image when facing customers.In terms of personal appearance, manners, clothing, conversation and dealing with others, we should not only pay attention to self-love, but also pay attention to respecting others.Generally speaking, a successful shopping guide should give people a good first impression of being civilized, polite, steady and generous.In the specific process of shopping guide, it often becomes an important basis for two-way communication.No matter from any aspect, a shopping guide with a poor personal image is difficult to be accepted and trusted by customers.

Serving with image also requires shopping guides to focus on maintaining the image of the unit they represent when they face customers.A successful service unit should leave its overall image to its customers with warm hospitality, high-quality service, perfect management, and keeping its word.The overall image of a service unit is often embodied in the actions of service personnel in practice.

Value service

When customers buy goods and services with currency, they first hope for value for money. This is a common psychological state and a concrete manifestation of the rules of equivalent exchange in economic life.For shopping guides, value for money should be the correct and basic guide for them to do their jobs well.

The main requirement of value service is that in the specific process of shopping guide, customers must understand the real value of the recommended goods and services, so that they realize that the purchase decision they are about to make is worth the money.

To serve with value, on the one hand, we must pay attention to the use value of goods and services.Generally speaking, what customers buy is mainly "need satisfaction", so when promoting products and services, the focus should be on the use value rather than the products themselves.From the perspective of modern science, use value can be divided into physical use value and psychological use value.The former refers to the purely material use value, while the latter refers to the psychological and spiritual requirements of consumers.When the shopping guide introduces the use value, the correct approach should be to pay equal attention to the two, and to properly incline to the latter.

Serving with value, on the other hand, pay attention to price.Price is the concrete manifestation of value.In many cases, the price tends to become a major obstacle in the work of shopping guide and sales promotion.In addition to grasping the price situation, shopping guides should consciously avoid excessive bargaining, but should focus on emphasizing the value of goods and services and perfect supporting services.

([-]) Winning over customers

In the process of actually engaging in shopping guide work, service personnel must, under the premise of being enthusiastic and consensual, find out the psychology of customers, actively act according to circumstances, and strive to win customers with appropriate explanations, inspirations and persuasion, in order to promote mutual cooperation. The success of the transaction.

Winning customers not only requires the concerted efforts and close cooperation of all service personnel, but also requires each service personnel to be good at using the necessary service skills properly.

Specifically, if you want to effectively win customers when conducting shopping guide work, you usually need to pay attention to the following four aspects:

Quick response on site
Understand customer psychology
Response on the spot
Quick response on site
When striving for customers, shopping guides must be observant, responsive, and adjust their corresponding strategies in a timely manner according to the actual situation on the spot.When winning customers, the tactics are "one size fits all", and the strategy is "response to all changes with the same", and the effect will inevitably be minimal.

In order to respond quickly on the spot, shopping guides are usually required to try their best to do the following "six fast":
Eyesight is mainly required to see the customer's attitude, expression and reaction clearly.

Ears are fast, mainly to ask to listen to the opinions, reflections and discussions of customers clearly.

Brain speed mainly requires accurate and timely judgments on what one hears and sees, and one needs to respond quickly.

Speaking fast mainly requires timely answering questions, accurate explanations, and communicating with customers in a decent and fluent language.

Quick hand mainly refers to fast and stable when it is necessary to pick up and deliver goods for customers with hands, or provide other services and assistance with hands.

Quick feet mainly require nimble legs and feet, high work efficiency and fast action speed.It appears that he is well-trained without wasting the customer's time.

Understand customer psychology
In shopping guide sales, the psychological activities of customers are very complicated, but they are by no means unpredictable.If the shopping guide can understand the psychological activities of the customers he serves, he will be more likely to succeed.

If you want to succeed as a shopping guide, you usually have to do the following four things in order to find out the psychological activities of customers:
Promote customers to deepen their understanding
Many times, customers tend to have doubts about certain commodities and services they are interested in.In this case, the shopping guide should try to provide more detailed relevant information to the other party, for example, the obvious characteristics, main performance, basic use, price advantage, use method, manufacturing raw materials, sales situation, after-sales service of the relevant goods or services service, etc.In order to prompt customers to make early decisions.Promote customer experience

When shopping guides, create opportunities for customers to directly contact target products and services, such as asking the other party to try on products and services, try them on, try them out, try them out, try them out, try them out, try them out, and so on.It is very necessary to let the other party directly experience their strengths.This approach can usually strengthen the stimulation of customers' feelings, promote the other party's understanding of the actual effectiveness of goods and services, and achieve the purpose of enlightening the other party.

Prompt customers to associate
In the specific process of shopping guide, the relevant service personnel can properly reveal some of the products or services they cater to in terms of the name, quality, packaging, shape, color, price, popularity, consumer circle, etc. of the product or service according to the different objects. The implication or characteristics related to the psychological needs of customers' purchases, reminding them of the fun and satisfaction brought about by commodity consumption and service enjoyment, so as to enrich customers' associations, make them have a wonderful vision of psychological satisfaction from consumption in the future, and satisfy their pursuit A psychological desire for good things.

Make customers choose
In order to prevent customers from having psychological barriers to quality, use, price, after-sales service, etc. when purchasing goods and services, it is best for shopping guides to provide more options for the other party.For example, you can take out a certain number of commodities to compare and select by yourself, or compare the service you are recommending with other similar services.In doing so, on the one hand, it can greatly enhance customers' trust in themselves, on the other hand, it can also help the other party to think, and satisfy customers' psychological needs of repeatedly weighing the pros and cons of products and services.

Response on the spot
Carrying out shopping guide service is a very complicated job.Although the etiquette norms and job requirements in this area are very detailed, the most important thing for the service personnel who are actually engaged in this kind of work is to be confident when facing customers, adapt to the situation, and strive to change from passive to active .

(End of this chapter)