Run a profitable clothing store

Chapter 55 Clothing Situational Sales Method Encyclopedia (1)
Clothing sales belong to the service industry, and service is an attitude and a life.The gold medal service is in the details, and the service is by no means a simple project setting and hardware preparation.This chapter begins with the welcome, through excavating the needs of customers, strengthening communication with customers, facilitating transaction and payment, after-sales service, and dealing with unexpected situations, etc., and will explain them one by one.

Make a reasonable sales plan

A sales plan refers to a written document used to guide clothing stores to carry out various sales activities within a certain period of time.A sales plan is essentially saying to your boss, "Trust me, if we do this, we'll win."

The sales plan is the path to achieve the goal, and it is also the guideline for the daily work content of the sales staff.Formulating a practical sales plan is half of the success of a clothing store.Then, how to formulate an effective and practical sales plan is the primary function of the top leader of the clothing store-the store manager.

1. The main content of the sales plan
A successful sales plan doesn't have to be complicated or lengthy, but should contain enough information to help you build, direct, and coordinate your marketing efforts.A practical and effective sales plan should include the following:

(1) Market analysis.Market analysis is an expert summary, which refers to the guiding outline for the decision-making made by clothing stores.

(2) Sales target of clothing store

The sales target of a clothing store refers to the ideal situation that the clothing store wants to achieve within a certain period of time.It can be expressed in two ways, qualitative and quantitative. Sales objectives can be divided into qualitative objectives and quantitative objectives.

(3) Sales action plan for clothing stores

The sales action plan of a clothing store refers to various implementable plans formulated in order to achieve the established goals of the clothing store, specific action steps and careful arrangements formulated to achieve the goals, in other words, it is the instruction book for the daily work of the clothing store.

(4) Principles to be followed in formulating a sales plan

The formulation of the sales plan should implement the overall strategy of clothing store marketing, which has relative stability and market flexibility.Proceed from reality and focus on the future development of clothing stores.Fully take into account the sales off-season or poor business goals.The executability of the plan and the controllability of the plan result.

2. Steps in making a sales plan
The process of formulating a sales plan: collecting information → SWOT analysis → setting goals → selecting a strategy → formulating a plan.

(1) Collection of information

The collection of information can be divided into two steps: on the one hand, we need to collect objective information, including materials, news reports, industry analysis, actual combat cases, companies, market environment and competitor status, etc.On the other hand, it is necessary to conduct subjective thinking on the collected information, discuss and discuss with relevant personnel, or conduct related consultations, and make a summary.

(2) SWOT analysis method

① Strength analysis (Strenth) is to see one's own strengths and choose effective means to attack the market.

② Weakness analysis (Weakness) is to find one's own weakness, choose how to defend and improve, and gradually become an advantage.

③ Opportunity analysis (Opportunity) is to select a targeted target.The success of marketing often depends on the selection and grasp of opportunities.

④Threat analysis (Threat) refers to figuring out where to deploy defenses in order to be able to advance and attack, and retreat and defend during the market attack.

(3) Goal setting

The setting of sales goals should pay attention to the following six aspects:

① Specific.Goals should not be too general, but specific, which is conducive to management and the achievement of goals.

②Measurable.Goals should be quantified and use information to speak, so as to have practical guiding significance. With specific numbers, you can intuitively and clearly know the goals that should be completed every day.

③Achievable.Although the target should have a certain height, it should not be too exaggerated. The store manager must set the sales target according to the objective situation of the clothing store, the actual level of the clerk and various objective factors.

④Realistic.Sales objectives should be closely integrated with actual sales work.When setting goals, we must carefully analyze the actual situation, and first set those factors that are in urgent need of improvement and directly affect sales results in the goals.

⑤ time-limited (Timebound).The goals set must have a time limit, so that the goals will not be too long to be measured.And this point is often overlooked, a goal without a time limit is equal to no goal.

⑥ Consistency (Compatible).Consistent with the overall goal, the regional sales goal should serve and obey the overall marketing goal.

(4) Formulate sales strategy

The formulation of sales strategy generally focuses on the following aspects:
①Sales ability.Mainly the quantity and quality of sales organization and the quantity and quality of customers.

②Product selection.Selection of products with strong specifications and promotion of new products.

③ price strategy.Select an appropriate price system to see if the price is strictly controlled.

④ promotion strategy.Cooperate with the company's promotion strategy to formulate regional promotion strategies.

⑤ Competitive strategy.Measures against competitors, etc.

(5) Drafting a plan

The sales plan should include the following:

①Plan outline.Briefly outline the content of the sales plan, such as the goals and measures of the clothing store, for the convenience of readers.That is to summarize the expectations for the future sales status of the clothing store and how to achieve the mission.

②The status quo of the organization includes the current situation of the organization, the market environment in which it is located, and the situation of competitors, etc.

③Market analysis (SWOT analysis).The basis for formulating the annual sales plan is the analysis of the market situation and market status in the past year, usually using the SWOT analysis method, that is, the analysis of the advantages and disadvantages of clothing stores, as well as the analysis of competitive threats and existing opportunities, through SWOT analysis.From it, we can understand the state of market competition, combine the defects and opportunities of clothing stores, integrate and optimize resource allocation, and maximize its utilization.

④ Formulation of sales ideas for clothing stores.Sales thinking is the spiritual program for guiding the annual sales plan based on market analysis. It is the direction and soul of marketing work, and it is also the operating concept that the sales department needs to instill in employees.

⑤ sales forecast.Sales forecasts are the basis for all decisions made by clothing stores.

⑥Market potential forecast.A reasonable and accurate market potential forecast is the starting point of all forecast work.Market potential refers to the maximum sales volume of a certain type of product in a certain period of time and in a certain region.If the forecast deviation of market potential is too large, then the subsequent forecast of sales potential and sales quota will be unreliable.

⑦The establishment of store goals.The formulation of sales targets is the starting point and end point of all sales work.Therefore, the formulation of scientific and reasonable sales targets is also the most important core part of the sales plan.

⑧Marketing strategy.Marketing strategy is to provide strategies and tactics to achieve goals, and is a powerful guarantee for the smooth realization of corporate sales goals.Such as: product strategy, price strategy, sales promotion strategy, service strategy, and so on.

⑨ Cost budget.Expense budget refers to the budget made to increase income and reduce expenditure, and control the cost of enterprise expenses.A good expense budget must have a good system support, providing budget preparation, approval, expense approval process; control, post-event report analysis, support tight budget, special process approval, etc.

(6) Tracking and control system
A final consideration for store managers planning is how to track and control all of the above.This requires the establishment of a corresponding sales information system, and regular review to ensure the realization of the plan.Reviewing your plan at regular intervals can help you determine if it is producing the desired results and is in control of sales plan execution.

Reasonable formulation of sales plan can clarify the marketing plan and development direction of clothing stores. Through the formulation of sales plan, sales ideas can be clarified, which can point out the direction for specific operations and realize the transformation of sales plan from perceptual to rational.Realized basic marketing management such as digitization, institutionalization, and process.This not only quantifies the sales target, but also refines it to each person and every day through a reasonable decomposition of the sales target.Integrate the marketing mix strategy of the enterprise, and provide strategic support for the effective expansion of the market by formulating sales plans and determining new marketing execution models and means.

The opening of the welcome should be appropriate

For the "customer just walked into the store", you can use selective questions to communicate with customers. The shopping guide can say:
(1) Welcome to the ×× store. Please feel free to choose. It doesn’t matter if you don’t buy it. You can try it on if you like it. If you need it, you can call me anytime.Do you want to see for yourself, or let me give you a brief introduction?
(2) Hello, welcome to the ×× store. You must try it on if you like it. You must wear the clothes to know the effect. Therefore, you must look at and try more clothes when you buy them.Do you want to see it for yourself, or should I introduce it to you?

(3) Good morning/afternoon, ma'am/sir, welcome to ×× store, and I am very glad to serve you.It is your first time to enter the store, I am happy to provide more information, so that you can fully understand our brand.Do you want to go shopping by yourself first, or should I accompany you and make an introduction?
The above three statements are more tactful and natural. When a customer walks into a clothing store for the first time, he is unfamiliar with the environment and shopping guides. It is normal to have some alertness and resistance. Greeting customers can shorten the distance with customers.But this timing must be grasped well, you can’t greet customers as soon as they enter the door, this will appear too enthusiastic, and will make customers feel depressed; and after customers enter the door, ignoring customers is a kind of neglect of customers.

The correct way for a shopping guide should be to pay attention to customers entering the store, be sure to keep smiling, say hello to customers at a distance of one meter away from customers, and then politely keep a certain distance from customers, allowing customers to choose freely.When customers take the initiative to ask, you should introduce them in detail. If the customer doesn't need it, don't disturb the customer's interest rashly.

So as a shopping guide, you'd better not say:

(1) Welcome, please take a look!
In this way, there is suspicion of perfunctory customers, and inadvertently instills the subconscious mind of "just look and go" in customers.

(2) Hello, take a look at this dress, do you want to try it on?

Such an opening seems blind. You have not yet understood the preferences of customers. Your recommendation is blind.

(3) Welcome, what kind of clothes do you want to buy?These are all new models that have just arrived in the store, you can try them on if you like.Such an opening statement is not good either. Putting the two parties in a buyer-seller relationship will increase the vigilance of customers.

You must try to provide customers with 2 to 3 choices, allowing customers to make choices within a limited range, so that they appear considerate and take the initiative in their own hands.

But as a shopping guide, you must pay attention to your expression at this time. When you greet customers, you must have affinity. The best affinity is to smile. The eyes are kind and natural. The smile must be from the heart. It is advisable to have only one tooth, and the corners of the mouth should be slightly raised.

This can create a relaxed and relaxed shopping mood for customers.Make customers feel natural and at ease, easy for the other party to gain a good impression, so as to establish a friendly relationship.

Customer demand mining must be in place
In order to make a successful transaction, it is necessary to dig out the needs of customers

When buying clothes, each customer has different standards. Only by accurately grasping the references of customers when buying clothes, understanding the psychology of customers, and empathizing, can we truly deliver the needs to customers At the same time, he also earned money for his own clothing store.Generally speaking, the reference basis for customers when buying clothes is as follows:

1. Seeking honesty
Almost most of the customers are looking for good quality and cheap clothes.This requires us to do everything possible to make him feel cheap when facing a customer with a low-cost mentality, such as giving him a small discount, or giving him a beautiful gift, which will make the customer very happy and happy. Willing to buy your clothing.

2. Beauty-seeking psychology
Beauty-seeking mentality plays a big role in customers buying clothes. When buying clothes, most customers will pay great attention to whether the color of the clothes matches their skin, whether the style of the clothes is fashionable and decent, and whether the clothes fit their imagination. As good-looking as in.For the beauty-seeking psychology of customers, shopping guides should cater to their aesthetic tastes and help them find their favorite clothes with a unique vision.

3. Psychology of seeking fame
This type of customers pursues famous brands, and even hardly considers the price when buying clothes, and does not buy non-famous brands.Customers who hold this kind of mentality lack a sense of security about their own aesthetics, and they also lack a sense of security about non-brand-name clothes.On the one hand, they have a sense of security and trust in famous brands, and they have complete confidence in the quality of branded clothes; at the same time, they also use famous brands to show their identities and get satisfaction by showing off.For this type of customers, it is required that the clothing provided must meet the customer's demand for famous brands.

4. Innovation psychology
Such customers are mainly inclined to pursue fashion, novelty and peculiarity of clothing.They generally have a strong sense of curiosity, like to hunt for novelty, like to pursue fashion trends, like to be unconventional, and don't like the same.Such customers are very profitable, because they do not pay attention to the price and practicality of the clothes.As long as the clothes can attract their attention enough, then buy them without hesitation.

5. Pleasure mentality
Such customers are either very lazy, or are pressed for time, or are pursuing efficiency.They are usually not too picky about clothes, but they can't tolerate tedious and long waiting; they also don't like to bargain, and go straight to the point in order to complete the transaction quickly.When facing this kind of customers, the shopping guide can't be slow, and must keep up with the psychological needs of customers for a quick fix.Of course, because of its simplicity, such customers can earn a lot of money.

6. Doubt
This kind of customers will have a sense of fear when making a decision, fearing that there will be bad psychological pressure such as regret, doubt, and anxiety after buying, and they will indeed regret it after buying, especially those clothes with high prices. Too late to regret.This type of indecisive and vacillating customer is the most difficult to deal with.The most important thing for store owners to do is to give them firm confidence, increase their satisfaction with clothing, and subtly nudge them to make a final purchase.

7. Herd mentality
This type of customer is just the opposite of that kind of customer who is confident and particularly assertive. They have no independent opinion. Their purchasing behavior is easily guided or pressured by the group, and they like to be like most people.For example, when buying clothes, I like to go to stores with a lot of people, and I like to buy clothes that everyone is buying.When facing such customers, it is best to hint in various ways that this is a product that everyone trusts.

The research found that in the sales process, customers not only have one psychological tendency, sometimes there are two or more, but there is always one kind of psychological tendency that plays a leading role in the various needs.Therefore, in the process of receiving customers, the shopping guide must pay attention to figure out the psychological tendency of customers' needs, try to meet their psychological needs, and promote the successful completion of clothing transactions.In the process of communicating with customers, we can refer to the following templates:
Shopping guide: Hello, when you buy clothes, do you value aesthetics, design, or brand most? (Have optional answers ready for the customer.)
Customer 1: Brand.

Shopping guide: You can tell at a glance that you are a person of great taste.Although the price of the branded clothes is a little higher, the design and workmanship can give people a sense of security, and they will not feel shabby when worn on any occasion.The best thing about our brand is that... (Briefly describe what makes the brand unique.)
Customer 2: Design.

Shopping guide: I feel that you must be a person with unique taste, because design is the soul of clothing, and different designs definitely give people different feelings.Here are some very unique designs of clothes, you must have a look, here please.

customer price requirements
Because the economic conditions are different, each customer will set a price that he can accept according to his own conditions when purchasing clothes.Of course, except for those who are very wealthy and show off, the purchase budget is definitely a sensitive topic for customers, and no one wants to appear shabby in front of others.Therefore, customers are generally unwilling to directly tell the shopping guide the price they need.There are also some customers who feel that if the purchase budget is exposed, it is tantamount to giving up the room for bargaining, and worry that letting the shopping guide take the initiative in the price will infringe on their own vital interests.

Because of these subtle psychology that can only be expressed in words but not understood, if the shopping guide directly asks questions related to the budget, the customer will feel that you are doubting his financial strength, not only cannot understand the customer's needs, but may directly interrupt the customer's purchase clothes desire.Usually, the following three questions are not appropriate:

Shopping guide 1: How much do you want to buy for clothes? (Too direct, very impolite, it is difficult for customers to open their mouths if they want to buy cheap clothes.)
Shopping guide 2: May I ask what price of clothes you can accept? (Let customers feel that you look down on him and doubt his financial strength)
Shopping guide 3: Please tell me the price you can accept, otherwise it will be difficult for me to recommend suitable clothes for you. (There is a meaning of complaining and forcing customers, which will make customers feel very uncomfortable.)
(End of this chapter)