Run a profitable clothing store

Chapter 58 Clothing Situational Sales Method Encyclopedia (4)
Customer: "I already have a similar piece of clothing, why don't I just buy a new one?"

Shopping guide: "Miss, this dress of ours is a limited edition, and it is a commemorative significance for you to buy it. And you have such a good temperament, it goes perfectly with this dress. Wearing this dress on you, it becomes It's even more beautiful."

Customer: "I understand my needs, or you understand, who do you think you are?"

Shopping guide: "That's not what I mean. I just think that only when you wear this dress can it look more noble."

Customer: "Okay, okay, you clothes sellers, what else can you do besides make trouble, new ones are produced every month, and sales are promoted every month, are you annoying?"

Shopping guide: "..."

The customer in the scene appears to be a customer who is not interested in the product, but through the subsequent dialogue, it can be seen that she is dissatisfied with the manufacturer and the product that cannot meet the final needs of the customer. In fact, she is a customer who is difficult to satisfy. For customers who are difficult to satisfy, the salesperson should avoid quarreling with them and accept criticism from the other party.

Difficult-to-satisfy customers have a big temper, they are belligerent, very competitive, and often dismiss others.Therefore, they are determined to win the sales transaction. If necessary, even if they humiliate the other party, they will never allow the initiative to speak to the other party. Facing such customers, the salesperson must first accept their accusations.

To deal with customers of this type of personality, the salesperson must first accept their accusations, avoid causing verbal disputes with them, and avoid using too bright adjectives to modify their products.At the same time, reduce the frequency of asking questions, which means competing with customers for the initiative to speak.If you want to use the language of praise to ease the atmosphere, it must be done without any trace.Most importantly, speak in an honest and neutral tone.At the same time continue to come up with proposals, without making them stray from the topic.Note that when talking to deliberately hostile customers, salespersons should try to avoid using too many adjectives to modify the characteristics, quality and performance of the product, so as not to irritate customers.In addition, the main reason why this kind of customer has this kind of personality is that he is unwilling to talk with the salesperson in the sales situation. The salesperson should create more communication opportunities and try to communicate with them many times before they can complete the sale. Work.

In the face of unsatisfied customers, the sales staff should not overly praise their clothes, do not quarrel with such customers, and communicate with them many times before they can complete the sales work.

Using the Art of Language to Realize Customer Needs

A fashionably dressed girl walked into a clothing store, tried on a very trendy skirt, and was very satisfied.She asked the shopping guide: "How much is this?" "698 yuan." The shopping guide replied. "Get me one!" said the girl.

When picking up the skirt for her, the shopping guide complimented her habitually: "Miss has a good eye, many girls like this style." Hearing this, the girl pondered for a moment, then smiled and said to the salesperson: "Sorry, I don't want it anymore!"

Unexpectedly, a compliment made the customer stop buying!
The shopping guide asked sincerely and politely: "Why, don't you like this style?" "A little bit." She also answered very politely, and then she was about to leave.The shopping guide immediately realized that the compliment just now was wrong and had to be remedied quickly.

Before she walked away, the shopping guide hurriedly asked: "Miss, can you tell me which style you like? This skirt is specially designed for young and fashionable girls like you. If you don't like it, please leave a precious comment." comments so we can improve."

After hearing what the salesperson said, the girl explained: "Actually, the style is very good. I just don't like to wear the same clothes as others. This style is too common and ordinary. It seems that girls all over the street wear it." Oh!It turns out that the girl likes to be different. "Miss, please forgive me. I just said that many girls like this style, but because of its good quality and high price, not many people buy it. You are the first customer to buy this style in these two days .” After a lot of fighting by the salesperson, the fashionable girl finally bought the dress.

In this case, the shopping guide habitually complimented a fashionable girl after seeing her choose a dress.Originally, this sentence was intended to win the favor of the customer, but unexpectedly it backfired, and the customer who guided the shopping stopped the purchase.The reason for this situation is that customers like to be different, and the shopping guide blindly compliments customers without understanding the psychological type of customers, which will inevitably be rejected by customers.

Next, the performance of the shopping guide fully demonstrated her adaptability and superb language arts. "Miss, can you tell me which style you like? This skirt is specially designed for young and fashionable girls like you. If you don't like it, please leave a valuable comment so that we can improve it." This is the key In terms of sex, the shopping guide understood the real thoughts of the customers, and then explained in a targeted manner: "I just said that many girls like this style, but because of its good quality and high price, not many people buy it. ..." From this sentence, we can also see the salesman's excellent language skills.

It can be seen from this case that the basic means of understanding customer psychology is the use of language art.Through various effective language arts, shopping guides can detect the psychological types of customers, understand the psychological activities of customers, and understand the reasons for the formation of sales obstacles, so as to lay the foundation for using correct sales skills and urging customers to make purchases.If there is a sales obstacle due to failure to understand the customer's psychology, it is necessary for the shopping guide to reverse the sales deadlock in time.

After mastering the skills of using language arts, the shopping guide should also keep in mind that natural selling is the enemy of the performance improvement of the shopping guide.The so-called natural selling is not to actively solve the problem but to avoid the problem passively after encountering the problem.For example, the following way of answering customers is a typical natural selling method:
(1) Shopping guide: Then you can look at other things, how about changing the color for you? (It is equivalent to agreeing with the customer's statement and giving up any effort, so that the recommendation work starts from scratch.)
(2) Shopping guide: Everyone feels differently. (Without solving the problem head-on, it appears to be unconvincing.)
No one wants to wear the same clothes as the people on the street, and the "shirt collision incident" will make people feel very uncomfortable.Therefore, when a customer proposes that the clothing style is too common, the shopping guide must first express understanding of the customer's feelings, or provide verbal guidance, or recommend a distinctive but low repetition rate style to the customer, or know that the customer has passed the clothing and accessories, shoes, The collocation of bags and other products creates its own unique style and personality, successfully getting rid of the dilemma of "full street".

Handle business secrets well
One day, Mr. Xu went shopping with his girlfriend. When his girlfriend tried on a suit in a clothing store, he thought it looked very good, so he took out his mobile phone to take a picture. delete.Mr. Xu "theorized" with the waiter, only to know that the clothing store prohibits taking pictures, in order to prevent the leakage of commercial secrets such as clothing prices and promotional methods.Mr. Xu believes that since it is not allowed to take pictures, a reminder should be set up in a prominent position.Mr. Xu was very dissatisfied with the waiter's tough attitude, and went directly to the front desk to complain.

Relevant legal persons believe that the goods, prices and decoration styles in the store belong to the intellectual property rights of the merchants. It is understandable that merchants prohibit taking pictures. Taking pictures in clothing stores is not the legitimate rights and interests of consumers.If the merchant doesn’t make it clear in the clothing store, and the merchant doesn’t stop it in time, then the merchant has no right to forcibly expose the film, but after that, if the photos of the photographer cause infringement to the merchant, the merchant has the right to demand compensation.

On the other hand, since clothing stores are shopping in nature, not entertainment in nature.Taking pictures may cause plagiarism of the intellectual property rights of the merchants, so the worries of the merchants are not superfluous.

One afternoon, in a clothing store located on the Bund of Tanggu, Xiao Wang was preparing to enter the clothing store with a digital camera.At this time, the staff on duty at the door stopped Xiao Wang, saying that "cameras are not allowed in the clothing store", and directed Xiao Wang to see the warning sign hanging on the wall.Xiao Wang claimed to be a tourist who came to Tanggu from the city, because he was worried about losing valuables such as digital cameras, so he took them with him, and he promised the staff that he would not take pictures in the clothing store, but the staff still refused to let him go. Enter the clothing store.Xiao Wang proposed to see their supervisor, but the staff member refused on the pretext that the supervisor was in a meeting.Out of helplessness, Xiao Wang could only leave the clothing store.Later, Xiao Wang came to another clothing store, and at the entrance of the clothing store, he saw a very obvious sign board, which marked "No photography in the clothing store".

The ban on taking pictures in clothing stores is an unwritten rule in the retail industry, because some business operators worry that competitors will use this method to steal their trade secrets.

If consumers really want to take pictures in shopping malls, they should communicate with the merchants before taking pictures, and then take pictures after obtaining consent.If the merchant still does not agree after negotiation, then it cannot be photographed.

There are no no-photographing signs in some clothing stores where photography is prohibited.Therefore, in order to avoid unnecessary trouble, it is best to post a no-shoot sign in a conspicuous position in the store to remind customers.

Dealing with customers must be decisive
Closing is the key link of sales. Even if the customer takes the initiative to buy, but the shopping guide does not take the initiative to ask for the transaction, it is difficult to close the transaction.Therefore, how to grasp the initiative of the transaction and actively facilitate the transaction is an important problem that the salesman must face.

When the customer says he is satisfied with the product, it means that he wants to buy the product. At this time, we must seize the opportunity to go further, grasp the initiative of the transaction, and actively propose the transaction request, so that the transaction can be actively facilitated.In the face of such customers, the shopping guide should not wait for the customer to speak first, but should take the initiative to ask for a deal.

In order to successfully close the transaction, the shopping guide must do the following:

1. The shopping guide should take the initiative to propose a transaction request
Many shopping guides just can't make a deal in time at the last step of clothing recommendation and lose the transaction opportunity.The reason why this happens is that the shopping guide is afraid of being rejected by the customer after making a transaction request.And this kind of mentality of not daring to make a transaction request for fear of failure makes it fail at the beginning. Therefore, the shopping guide must learn to accept the answer of "no".

2. Learn to observe the customer's transaction signal

Sometimes customers are actually very satisfied with the clothing, but they just don't take the initiative to speak up. At this time, the shopping guide needs to be aware of the customer's thoughts.When the following situations occur, the shopping guide can realize that the customer has sent a signal of "I want to buy" to facilitate the transaction.

(1) In the process of recommending clothing, if the customer only asks questions about the material and style of the clothing, and at the same time affirms the answers of the shopping guide one by one, and expresses satisfaction on the whole.The shopping guide can think that the customer has approved the clothing psychologically, and at the same time propose a deal in a timely manner.

(2) After the customer's worries were eliminated, in the conversation with the shopping guide, he had already shown his interest in the clothing, but he still had some concerns.At this time, the shopping guide should seriously answer the customer's doubts, so as to obtain the customer's approval, and then he can quickly put forward the transaction request.

(3) The customer has already made a transaction request, but he has not opened his mouth for a long time. At this time, I strengthen the customer's determination to buy, and I can skillfully use the request transaction method to apply pressure at the right time to achieve the transaction purpose.For example, "Because of our high quality and low price, we don't have much stock now. If you really like it, buy it now, and it won't be sold in a few days."

3. You must be full of confidence when you put forward the clothing transaction request to the customer
This will not only strengthen customers' confidence in the purchase of clothing itself, but also strengthen the trust of shopping guides who recommend clothing.This creates an idea of ​​"it's worth it for me to buy this dress".That is to say, use self-confidence to infect customers, so that customers are also confident in their purchase behavior, and then quickly make purchase decisions.

Respond skillfully to "misunderstandings"

One evening after get off work, Mr. Zhu wandered around in a large clothing store and found nothing to buy, but when he walked out of the clothing store's threshold empty-handed, the clothing store's alarm suddenly rang loudly.Under the watchful eyes of many customers, a security guard came and stopped Mr. Zhu.

The security guard said to Mr. Zhu: "Don't leave, accept our inspection first."

So, the routine inspection started without Mr. Zhu's consent.Mr. Zhu was also very conscious and took out all his belongings to prove to the security guards that he did not steal anything.At this time, the security guard showed questioning eyes, and the surrounding customers were also standing around, all looking at Mr. Zhu with strange eyes.

At this time, the security guard said: "Okay, then you can go." But when Mr. Zhu walked to the exit of the store again, the alarm still sounded. There was no way for Mr. Zhu to be taken to the security room by the security guard.So many times back and forth, but can not find the result.

Later, Mr. Zhu suddenly remembered that he was wearing the shirt he bought at the store a week ago.So, after taking off his shirt, Mr. Zhu went to the exit again, and the alarm stopped ringing.After investigation, it was found that the reason was that the clothes were not completely degaussed at that time.So, Mr. Zhu was very angry and said he would complain about the clothing store.Later, the person in charge of the clothing store arrived in time, and apologized to Mr. Zhu, and finally suppressed Mr. Zhu's anger.But Mr. Zhu secretly decided in his heart that he would never buy clothes from this clothing store that regarded himself as a "thief".

The reason for this incident was that the cashiers in this clothing store were not serious about their work, and lacked skilled skills and rigorous working attitude during the work process, which resulted in the incomplete degaussing of the shirts that customers had purchased.Although Mr. Zhu left the store by chance after buying the shirt.However, the shirts were not completely degaussed, which caused a lot of inconvenience to customers.It can be seen that clothing stores must strengthen the work awareness of cashier standards.

In addition, the simple and rough working attitude and method of the security guards in the clothing store are also the main reason for Mr. Zhu's complaint.Without conducting a detailed investigation of the matter, it is determined that the customer is a "thief", and the customer is checked, which attracts the crowds of other customers and makes the customer lose face.Therefore, clothing stores must strengthen training and correct guidance in this area.There is nothing wrong with preventing theft, but we must pay attention to the importance of methods and methods.Whether it is a real thief or a customer, the clothing store must respect the other party as the premise, and solve the problem on this basis, and everything will be solved.The clothing store below is doing quite well.

Customers walking out of the clothing store raised the alarm.The employees of the clothing store smiled and politely asked the customers to leave the inspection area, and then politely said: "Sorry, there may be untreated labels on the products you bought, please help us deal with them." ( There is no hand pulling the customer during this process.)
If the anti-theft device alarms when you walk out of the clothing store, they will remind the customer: "Hello, please think about whether you have forgotten to pay for the clothes?" : "No." Then ask him to go through the anti-theft door again. At this time, he can say: "I'm sorry, please cooperate with us to go again." If you call the police, please go to the office for processing.

If the anti-theft door does not call the police after passing the inspection of goods and people, you should immediately apologize to the customer sincerely, and you can say: "I'm sorry for the delay of your time, thank you for your cooperation, and you go slowly!"

In order to avoid similar situations, clothing stores should first strengthen the training and supervision of cashiers.Let the cashier realize the importance of being careful and cautious in his work.Let the cashiers realize the impact of incomplete degaussing of goods on customers and the reputation of clothing stores.If the unavoidable accident still happens, when the anti-theft system sends out an alarm, the clothing security personnel should step forward to deal with it as soon as possible, but the following points need to be paid attention to:
(1) Without explaining the situation to the customer and obtaining the consent of the customer, it is not allowed to pull the customer and the product by hand;
(2) The security personnel of the clothing store should smile and speak concisely, so that customers can know what they want to explain in the shortest possible time;
(3) Be careful not to use words that suspect customers of stealing clothes, and avoid using words such as "suspect", "steal", "search" or "check", which will only bring disgust to customers;

(4) When dealing with the alarm, it is best to have 1 or 2 security personnel, not too many.Too much will attract the attention of other customers, thus disrupting the normal shopping order.

After-sales service should be considerate

Any store will always encounter customers' request for return and exchange. Even if it cannot prove that it is a quality problem, the customer insists on returning the product.Because sometimes customers always make impulsive purchases, it is inevitable that there will be problems with returns and exchanges, but sometimes there are no real quality problems, but customers make trouble unreasonably, and even threaten that they will not leave the store unless they are resolved.But compare your heart with your heart. Sometimes customers don’t have high demands. They just want to be respected. If the shopping guide finds that the customer is unreasonable, it is likely that we have not done well and annoyed the customer. We should find out from ourselves. The reason is that our work has not been done properly.

For the return and exchange of goods, the following principles should generally be followed:
(1) General commodities should be returned or exchanged as long as they are not damaged, dirty, out of shape, unused, and do not affect the one-time sale.

(2) If the clothing customer has tried it on but does not affect the quality of the product, it should be returned or exchanged.

(3) If defective or defective clothing is sold without inspection, it will be returned or replaced.

(4) Clothes that cannot be resold after sale and have major defects are generally not allowed to be returned or exchanged.

Don’t let the customer feel like “the duck in his mouth is flying away” when he asks for a return or exchange of clothes.A failure in clothing sales does not mean anything. Treating customers well and making them "repeat customers" will help improve the performance of clothing stores in the future.

(End of this chapter)