Run a profitable clothing store

Chapter 56 Clothing Situational Sales Method Encyclopedia (2)
Asking the customer's purchase budget so directly will make the customer disgusted, but if we don't know the customer's purchase budget, we will not be able to figure out the situation. We will introduce clothes to the customer that exceed the budget or are seriously below the original budget, wasting each other's time, Even virtually "forced" away customers.This seems like a tricky problem.So, how can we resolve this contradiction?This requires the shopping guide to use ingenious questions to understand the customer's purchase budget from the side. For example, we can ask him what requirements he has for quality and what occasion he wears, etc., to properly figure out the customer's price psychology.The following two shopping guides have done a very good job:
Shopping guide 1: Beauty, do you have any special requirements for the brand and quality of clothes? (This kind of questioning makes customers feel valued and respected.)
Customer 1: No.

Shopping guide 1: I feel that you are a very homely girl. The clothes you wear at home are generally very casual. The T-shirts here are all made of pure cotton, which is very comfortable to wear. Even if you wear them at home, they are very high-end. The price is also relatively affordable, and you can buy one for dozens of dollars.

Shopping guide 2: You see, since there are many kinds of clothes in our store, in order to save your time, we will introduce them to you in a targeted manner. Can you tell me your special requirements for clothes?
Customer 2: Nothing else, but it must look classy, ​​because I bought it for work.

Shopping guide 2: It’s safest to wear professional suits at work, but for a lovely lady like you, a rigid professional suit will look old, so those few new and lively business suits over there are more Something for you.Do you think the set of ×× yuan is suitable for you?It's the best seller in our shop, bright and lively without losing its grandeur.

Customer's requirements for style
In fact, for clothes, besides the color, the most important thing is the style, because the style is the element closest to the market trend.If you choose a bad style, it may either look earthy or awkward, which will seriously affect the image of the wearer.Therefore, customers will attach great importance to style, and style is also the factor that can most arouse consumers' desire to buy.

In view of these reasons, shopping guides can only recommend suitable clothes to customers in a more targeted manner when they understand what customers want from styles.We need to discuss more about clothing styles with customers, so that customers can feel respected and understand the actual needs of customers through exploration.But what we need to pay attention to is that the words must be appropriate. The following three methods are somewhat inappropriate:
Shopping guide 1: Welcome, what kind of clothes do you want to buy? (It’s straightforward to get straight to the point, but asking such a big question right away often makes it difficult for customers to answer. Some customers will even think that you interfere with his right to choose freely, and that you are unnecessary.)
Shopping guide 2: What style of clothes do handsome guys like most? (It is also too direct, and it will choke the customer at once, making him not know how to answer. At the same time, it may also cause his nervousness, making him want to run away before he has time to take a good look.)
Shopping guide 3: No way?How do you not even know what style you want to choose? (A tone of reproach and sarcasm can make customers feel particularly uncomfortable.)
In general, we can ask customers questions in two ways, open-ended and selective, so as to understand customers' preferences for styles.Open-ended questions generally use sentences such as "why" and "how" to ask questions. Its answer is not unique and can give customers a larger answer space.Open-ended questions can induce customers to speak more, and shopping guides can easily ascertain customers' preferences for styles from speech.Selective questioning is also a good way to guide customers. The answer is basically set in the question, and customers can choose one of them freely. The shopping guide thus has the initiative and can justifiably recommend clothes styles to customers.We can use these two questioning methods alone, or we can mix the two methods.for example:
Shopping guide 1: Beauty, what style of skirt do you mainly want to see? (Customers ask probing questions while looking at dresses.)
Customer 1: I don't know yet.

Shopping guide 1: This "V"-neck long skirt can make your face look thinner, and it is very close-fitting, making your figure look more sexy and stylish.The round-neck princess dress on the side is relatively loose, and it looks very ladylike and a little cute. Which style do you like? (Optional question.)
Shopping guide 2: Which kind of pants do you fancy, beauties? (Open-ended question.)
Customer 2: I'm watching.

Shopping guide 2: Sorry to bother you!I would like to introduce to you the two most popular styles in our store.The flared pair over there is thinner and more casual, while the straight-leg pants in front of you are very elegant.Not sure if you prefer a flared style or a straight leg? (Optional question.)
Customer requirements for fabrics
Different fabrics have different characteristics, such as wool clothes with soft and natural luster, soft hand feeling, more elastic than cotton, linen, silk and other natural fibers, good wrinkle resistance, and better wrinkle formation and shape retention after ironing sex etc.

Different consumers have different preferences for fabrics. For example, petty bourgeoisie who belong to the NONO family prefer loose and natural cotton clothes.In addition, the fabric directly determines the grade of the clothes, so mature consumers will carefully consider the fabric factors when choosing and buying clothes.Shopping guides in clothing stores must also cater to the psychology of consumers and know all kinds of fabrics of clothing well.When customers ask about clothing fabrics, we can give consumers a professional explanation and reference, and inform customers in detail about the characteristics, pros and cons of different fabrics, so that customers can choose according to their own conditions.Clothes sold in this way are easily recognized by customers.Of course, when asking customers what fabrics they need, we should also pay attention to language issues. For example, the following three ways of asking are very inappropriate:

Shopping guide 1: Do you like natural fabrics or chemical fiber fabrics? (If the question is too professional, consumers may not be able to answer it, but if they do not answer, they will appear to be inferior, which will make consumers very embarrassed.)
Shopping guide 2: This silk fabric is very comfortable to wear, shall I introduce it to you? (If you are eager to sell without knowing the customer's preferences, it is easy to fail if you don't like the customer's appetite.)
Shopping guide 3: This dress is only made of wool, so please look at something else! (A very impatient tone will make customers feel uncomfortable.)
We can talk to customers in another way, and the effect will definitely be completely different.

Shopping guide 1: Hello beauty, look at the coat, what kind of material do you like?
Customer 1: Silence...

Shopping guide 1: The fabrics of coats mainly include cashmere, pure wool, woolen, tweed and so on.Among them, cashmere has the best warmth and comfort, and it is very comfortable and light to wear. The disadvantage is that it is more expensive; although the pure wool fabric looks thin, it has good warmth retention and will not be bloated like a polar bear when worn on the body. ; Wool and tweed are also very warm and not easy to wrinkle, but the texture is hard and thick, which may be uncomfortable to wear on the body.You can take a look at this red pure wool...

Shopping guide 2: Hello, auntie, what kind of pants do you want to see?
Customer 2: I don't know whether to wear pure cotton or chemical fiber pants.

Shopping guide 2: In fact, different fabrics have their own advantages and disadvantages. The key depends on which aspect you value most.For example, cotton trousers are very close-fitting and comfortable to wear, but they are easy to wrinkle; trousers made of chemical fiber are smooth and comfortable, but they are not very breathable.You can choose according to your needs.Can you tell me what occasions you mainly wear the pants you are looking at?
Customer 2: Wear it when you are free.

Shopping guide 2: If you usually wear it at home, you can choose polyester-cotton pants that have been treated with no ironing. It is a fabric made of a mixture of 65% polyester and 35% cotton. It has good abrasion resistance and does not shrink. The price is also very affordable.Look at the polyester ones here, which one do you like?

Customer's request for color
The effect of color on skin and body goes far beyond makeup and clothing styles.

For example, people with fair skin and a spring color with a slight blush are suitable for wearing all kinds of bright, bright, and brisk warm-colored dresses.Such as orange red, orange red, peach pink, ivory white, saturated bright blue, light and bright light green, turquoise blue, light water blue, yellow green, apricot, light gold... people with spring colors cannot wear black clothes , The old and dark colors will only suppress the original brilliance in their skin.

People with beige skin or camel color with a little blue tone are summer-type people. This type of people are suitable to wear gentle and quiet colors with blue and purple as the main color.Too much contrast and strong contrasting colors will destroy the unique kindness and gentleness of people with summer colors.

People with darker autumn colors are more mature, and gold and moss green can make them more confident.People with autumn colors can follow the principle of matching the shades of the same color system or adjacent color systems to highlight their stability and magnificence.Brick red, dark brown, coffee brown, sand blue, mustard, olive green, forest green and other colors are more suitable for autumn-type people.The thicker the color, the better it can set off the even skin texture of autumn-type people.

Those whose skin is too white to see a little blush are people with winter color, and they are most suitable for using the three colors of black, white and gray.Because winter people are very suitable for solid colors, colors such as red, burgundy, pure rose red, ice blue, ice pink, ice green, ice yellow and other colors on the national flags are very suitable for them.

Only when the color of the clothes is matched properly will it look good and harmonious, and customers will like it.If not matched properly, there will be many negative effects.For example, if an obese person is matched with bright colors such as red, yellow, and white, it will give people a sense of expansion, making the already obese figure appear more hypertrophic.

Under normal circumstances, there are more than two colors for customers to choose from the same style of clothing. A successful shopping guide should assist customers to choose the color of clothing that they like and suit their skin tone.When we dig out the color requirements of customers for clothing, we should make selective questions within the range of colors that customers like and are suitable for, instead of asking customers what color they like in isolation.

(1) What color clothes do you like? (If you don't have the color that the customer likes, it is tantamount to shooting yourself in the foot.)
(2) I think big red suits you very well, do you like it? (Forcing customers to accept what they think is a good color, but customers may not agree with you. Every customer actually has a color preference in their hearts.)
(3) This color is too dark and looks old-fashioned. Why do you like this color? (Doubting the customer's aesthetic ability can easily cause customers' resentment.)
When the shopping guide recommends colors for customers, it should be based on the customer's own choice, rather than forcing customers to like the colors we recommend.If the customer already has the color he likes in his heart and reveals it, the shopping guide only needs to confirm his choice and enhance the customer's confidence in buying.If the customer can't find the color he likes, the shopping guide can use the professional knowledge of color, combined with the characteristics of the customer's skin color, temperament, personality, etc., to guide the customer to try other colors of clothing, so as to gain the customer's approval.

Customer 1: I like black, gray and navy blue, what should I do?

Shopping guide 1: Can you tell me whether your clothes are mostly light-colored or dark-colored?

Customer 1: More dark clothes.

Shopping guide 1: I suggest you choose gray, because gray is between black and white, but it is too ostentatious and not dull. It also makes your skin look fairer and more radiant.What do you think?
Shopping guide 2: Beauty, this skirt has three colors: black, gray and blue. Which color do you like?

Customer 2: I don't like these colors, I never like dull colors, I only like warm and bright red.

Shopping guide 2: In fact, blue is also very bright. From your skin tone and graceful temperament, you can tell that you are a summer color person, and blue is the most suitable for summer-type people.The color that can make people beautiful is not necessarily what you liked before. You can feel it after trying it on. May I try it on for you with a suitable size?
Customer's requirements for style
Ladies-type customers like subtle and unobtrusive clothes, avant-garde customers like fashionable and bold clothes, romantic-type customers like colorful clothes, natural-type customers like casual clothes... Each customer's figure and personality determine The styles of clothing they suit are quite different.

Therefore, a shopping guide must have certain taste and observation ability. For example, when you recommend that kind of very bold, avant-garde and sexy clothes to a girl who is very good-looking and ladylike, she will definitely not accept it.For example, for those in the fields of film and television, advertising, and literature and art, we need to recommend more fashionable clothes to them.

Different customers have their unique aesthetics and preferences, and customers will like it only if it meets their taste.Before recommending clothes to customers, it is best for shopping guides to ask customers what style of clothes he likes, and then introduce suitable clothes to customers in a targeted manner.But you must pay attention to skills when asking. The following three ways of asking are somewhat inappropriate:
(1) handsome guy, what style of clothes do you like? (The question is too big and too wide, and the customer may have a blank mind for a while, and it is difficult to answer your question.)
(2) Beauty, do you like casual clothes? (If the girl just doesn't like casual clothes, or thinks she looks bad in casual clothes, it will be very difficult for you to deal with her refusal.)
(3) Brother, what do you do? (The shopping guide may want to inquire about his clothing style from his occupation, but it will make customers doubt your intentions.)
Shopping guides can change their thinking and ways to find out customers' preferences for clothing styles.

Shopping guide 1: Handsome guy, do you want a casual suit or a more formal suit?
Customer 1: Casual suits.

Shopping guide 1: Casual suits are the most suitable for a handsome and unrestrained person like you, which is generous but not rigid.May I try it for you?
Shopping guide 2: Beauty, do you usually like to wear lively and cute clothes, or soft and ladylike clothes?

Customer 2: I like lively and cute ones.

Shopping guide 2: Little beauties are the most appreciative. I also think that a sweet and beautiful girl like you should wear something lively and cute to be more youthful and beautiful. Do you like this cute miniskirt?
Learn to leave room for customers

In order to provide customers with the most enthusiastic and thoughtful service, many shopping guides often follow customers every step of the way, chatting and introducing clothing to customers.This kind of "personal ointment" warm service will make customers feel an invisible pressure and a feeling of being breathless.This approach will only make consumers want to run away quickly.

When a customer asks "I can watch it myself, don't follow me", it must be because the shopping guide is too enthusiastic to make the customer feel uneasy.The shopping guide should immediately adjust the reception rhythm and strategy, sincerely and kindly apologize to the customer, and then express that you will appear in time when the customer needs help.Let it watch and choose freely, and then return to normal work, pay attention to customer movements, and provide timely assistance when they send a signal for assistance.

Usually, when customers say "I will watch it myself, don't follow me", we'd better not answer like this:
Shopping guide 1: Oh, well, just take a look for yourself!
This kind of answer is too negative to make the customer have any favorable associations about shopping.On the contrary, it implies that customers can just look at it casually, and leave after reading it.

Shopping guide 2: This is my job, do you think I want to follow you?
This kind of answer is very impolite and will make the customer very angry.

Shopping guide 3: Shall I introduce it to you?

This kind of answer is very unreasonable. The customer is obviously displeased with you following him, but if you still pester him, the customer is likely to give up the idea of ​​shopping.

When a shopping guide receives customers, he must pay attention to the method and method.For those customers who do not want to be disturbed when looking at clothes, the shopping guide should not follow the customer closely, but can sincerely explain to the customer: "Please take a look slowly, if you need any help, please ask at any time." Then let the customer feel no pressure Feel free to walk around the store and pick out clothing at will.

There are also many customers who think that as long as there is a shopping guide, they want to sell clothes, so that when they first contact them, they say impatiently: "Why do you keep following me? Can't you see it?" When encountering such customers, the shopping guide must first obey him , and apologized with a smile on the back, saying that this is his own job: "I'm sorry, I just want to get answers to your questions more conveniently, and this is also to carry out the purpose of our store's 'service first'!" In this way For one thing, customers might respond with "I'm just looking around" without apparent resistance.

For customers who come to shop, they must first observe carefully.If the customer is looking around as soon as they come, the shopping guide should take the initiative to step forward to serve them; and for the customers who just look at the shelves when they walk into the shelf, the shopping guide should not rush to serve them, and then go forward to explain the characteristics of the clothing when the other party asks questions. Yes, otherwise it will only annoy such customers.

If we do not handle this relationship properly and the customer directly says "I can see it myself, don't follow me", we can use the following words to deal with it:

Shopping guide 1: Okay, since you want to take a look at it quietly, I won't bother you.You can choose with confidence, if you see something you like, just call me!

(End of this chapter)