Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 23 Business Manual Eight: Winning the Heart of Customers and Operating Well (4)
Consumers' cognition and evaluation of commodities are often influenced by other people in the group.This is because related groups will form a group pressure, making individuals in the group conform to group norms consciously or unconsciously.For example, when a consumer is purchasing a product but is not sure whether it is suitable for him to purchase, other members of the group will have a positive attitude towards it, which will prompt him to be firm in his purchase behavior. If a member holds a negative attitude, it will make him change his behavior.

[-]. Considerate service impresses customers
There are regular customers who give sweets

Whether one-time customers can be turned into regular customers determines the stability of the store's business.Whether it is a one-time customer or a regular customer, it can bring benefits to the business.However, it is difficult to do business well if there are often only one-off customers.

Once-in-a-lifetime transactions such as marriages and funerals are difficult to find regular customers, but if businesses such as automobiles, home appliances, supermarkets, and department stores can attract regular customers, sales will increase steadily.

General sales, manufacturing, and service industries operate stably because they often have regular customers.Supermarkets, convenience stores, general stores, hotels, travel agencies, etc. are mainly regular customers, so they can be considered for business.But it cannot be generalized, because customers are very mobile and change frequently, and it is difficult to turn all one-time customers into regular customers.Even if you have a great ability, it is impossible to turn 10% of consumers into your regular customers, unless it is a monopoly operation.In today's market economy, competition is inevitable. From the perspective of space, expanding the scope of business is limited. Only by constantly developing new products to meet the new tastes of consumers is the best policy.

For a small shop, as long as there are 70% of regular customers and 30% of passers-by, it can be considered for business.

How to do a good job in after-sales service
Today's customers are looking for personalized and diverse products, so stores should try their best to capture customers' preferences and launch a variety of products.

1. Information you should have at the point of sale

The point of sale is the best place to collect customer opinions.

Grasp the products that customers like (starting from product management, etc.).

Ask customers for their opinions on things that are easier for customers to buy, fun to buy, and impressions of the store (ask questions while selling).

2. Take actual investigation

Ask customers who come to the store, or make an opinion survey, or take home visits to obtain necessary information.

There are:
Whether the goods are complete.

What's your impression of the store?

How is the service quality.

Other aspects and so on.

It is also possible to understand and grasp the customer's address, means of transportation, age, occupation, class and other information through consultation.

Although it will take some work, it must be carried out thoroughly.

3. Hold a symposium

Listening to customers' opinions helps to improve the relationship between customers and stores, and it is beneficial for promotional activities.

4. Use newspapers and periodicals among peers or mass media
Grasp information on general consumer preferences, consumption trends, etc., and you can also understand some trends in advance.

Use the methods mentioned above to collect data and use it flexibly to provide the goods, decorations or performances, and service quality required by customers, so as to achieve the purpose of store management.

5. Telephone return visit
After the goods are sold, the after-sales service department of the enterprise store should inquire about the usage of the customer on time, establish a trust relationship between the two parties, and further consolidate customer resources.Collect reasonable suggestions and criticisms, confirm that the product itself has quality problems, and return it without hesitation.For picky customers, it can greatly satisfy their vanity; for non-picky customers, it can consolidate business contacts.This undoubtedly has unexpected benefits for the development of the enterprise.The practice of being irresponsible and indifferent after the sale will undoubtedly scare away potential customers.

What factors affect customer satisfaction

1. The product itself
Product elements include tangible product elements and intangible product elements (services). Stores must strictly control the purchased goods and must have a sense of quality. As long as the goods have a slight flaw, they cannot be sold.At the same time, we must pay attention to the novelty and fashion of the products, and must meet the different needs of customers.When necessary, the store can also design the products accordingly to reflect the unique style of the store.

2. Sales activities

Sales activities include pre-sales activities and in-sales activities.Before customers are ready to consume, they obtain the information transmitted by the company through various channels, and then form their own ideas about the product, including their needs, the benefits that the product can bring, and the price they are willing to accept.This is what we often call "customer expectation", which affects customer satisfaction together with all activities in sales.

Information
Stores transmit information to customers through various channels to affect customers' expectations and actual feelings, and affect customer satisfaction.These information can be divided into revealed information and hidden information.The revealed information is clearly and detailedly conveyed to customers by the store, including advertisements, promotional activities, sales descriptions, specific quotations and emails, etc.Hidden information is transmitted to customers through subconscious signals, including the layout of the sales location, the clothing of the sales staff, the design of the store, the combination of commodities, the display of commodities, and so on.

attitude
In the process of customer purchase, the attitude of the salesperson and his communication with the customer, the focus of sales efforts, the commitment to the customer and how to ensure the realization of this commitment will all have an impact on the customer's purchase experience. Therefore, the salesperson's attitude Training is important, both in terms of product or service features and applications and in communicating with customers.

behavior
The behavior of employees, especially salespersons, has a crucial impact on customer satisfaction in sales activities.These behaviors mainly include: be friendly when dealing with customer needs and problems; have rich sales experience; focus on meeting customer needs in sales and so on.Enterprises' efforts in this area can be accomplished through training and incentives.

3. After-sales service
With the in-depth development of the concept of customer satisfaction, the work of providing after-sales service to customers has expanded from the original maintenance and complaint handling to free hotlines, information and decision-making services, return visits, after-sales repair and maintenance services, maintenance parts supply, and extensive quality assurance. Warranty, operation training, etc.These after-sales service work can be summed up in two aspects: support service and feedback compensation.After-sales service can not only directly affect customer satisfaction, but also provide remedies for mistakes in products and sales to achieve customer satisfaction.

Support Services
Support services include product warranty, parts supply and service, user assistance and training. The store's professional service is one of the store's advantages.The range of services a store provides and the resulting store policies and attitudes undoubtedly have a significant impact on customer satisfaction.

Feedback and Compensation

Feedback and compensation include the handling of complaints, dispute resolution and refund and refund policies, etc.These tasks help the store to establish an image of satisfying customers.

4. Store culture
The values ​​of the store are the beliefs, principles, ideas and strategies of the enterprise.An enterprise's culture of survival and competition is a powerful driver behind store products, sales activities, and after-sales services.Enterprises that believe in "customer satisfaction can ensure long-term success" maintain this idea in all aspects of their operation and management.

The core of the store culture is the thorough perfectionism mentioned in the previous concept of monopoly. Store managers and employees should have the belief that everything is done perfectly.The daily business activities of the store are reflected in the relentless pursuit of this thorough perfectionist spirit.

How to Improve Customer Satisfaction

To improve customer satisfaction in an all-round way, we must work from three aspects. The first is the image of the store, that is, the customer's overall evaluation of the store and the store's reputation among relevant entities. If the store cannot establish a good image of itself, there will be no customer satisfaction. .How to improve the image of the store has been discussed in detail in the previous store image strategy, so I won't repeat it here.The second is the tangible product element, that is, the goods sold in the store, including many aspects such as the brand, performance, quality and fashion of the goods.A large part of the characteristics of the store is reflected in the characteristics of the products.In order to satisfy customers, the products operated by the store must cater to the tastes of customers and bring the greatest value to customers.The third is the intangible product elements that we want to focus on, that is, services. Especially with the increasingly fierce market competition, it is difficult to maintain the differentiation of products for a long time, so it cannot form the core competitiveness of stores, and services are particularly easy to differentiate and in the short term. It is not easy for competitors to imitate. Only by taking excellent service as the core competitiveness, strengthening the connection with customers, and improving their satisfaction and loyalty can we finally obtain a long-term competitive advantage.

1 Give full play to the ingenuity and initiative of the sales staff

To achieve development, a store must have "hardware", and it must gradually improve material conditions and increase facilities.But the key lies in "software", mainly the quality and management level of the sales force.In this regard, it must not be taken lightly, because it can make up for the lack of material conditions to a certain extent, and it is the main factor to enhance the competitiveness of the store.

2 Treat all customers equally

Stores must treat all customers equally.The business proverb in our country "Children without deception" also contains this meaning, that is, customers should not feel that they have been discriminated against.For example, if children feel discriminated against, it will affect parents' perception of the store, and children will also comment on the store.Special attention should be paid to the fact that some shops take extra care of old customers and greet them frequently, but ignore the customers who come for the first time. This is extremely wrong.

3 Pay attention to separate reception
Receiving customers separately is the basic task of doing a good job in service.Separate reception is to provide targeted services to meet the actual and psychological needs of customers at different levels as much as possible, that is, to receive each customer as an "individual".For example, the store can implement a friendship system for old customers, strengthen contact with them through friendship activities and preferential activities, and understand changes in their consumption needs.

4 Appropriate use of business language
In providing services, a big problem is that it is easy to have a gap with the language used by customers.Often occurs when the provider imposes its own language, i.e. business idioms, on the customer.Store salespersons should try their best to use the basic polite language of sales. At the same time, they should speak clearly and at a moderate speed when communicating with customers, so that customers can understand them.

5 Establish the service concept of sales staff

Those engaged in sales work do not passively undertake the assigned work, but actively play the role of participating in society through their own work.Salesperson is also a kind of professional. Some countries or regions adopt a "permit system" in some types of work in the service industry. Only when certain conditions are met can they engage in a certain service job.In addition, foreign retail companies clearly set out specific service standards and codes for their members, so as to unify the service concept of sales staff.And require sales staff to hold a certificate to work.

6 Service Quality
Service quality is a big concept, not only refers to service attitude.For example, the content of hotel service quality is quite extensive, including: the convenience, comfort, and service attitude of staying in the hotel; the convenience of work, life, shopping, and entertainment.This is reflected in the hotel's telecommunications, food, bar level, traffic conditions and so on.

How to provide customers with comprehensive service
The store should not only enrich the service software, but also configure the corresponding hardware facilities, which can improve customers' trust in the store.For example, there is a jewelry store in Beijing.It set up a wedding supplies consulting desk at the jewelry counter to provide customers with consulting services in this regard.This counter not only sells wedding rings, but also introduces customers to the etiquette and etiquette of holding a wedding, and discusses with customers what gifts should be returned to the guests attending the wedding, etc.In short, to provide customers with comprehensive services to meet customer requirements to the greatest extent.

The store owner can also place a "customer salon" with sofas and water dispensers in the store, where the store receives and consults customers.Customers who come together can drink tea and chat here.A TV can be placed to play various programs.

The owner of the store can also place a piano next to the escalator on each floor and ask the luthier to play.There is a cafe in the store. When couples come to the store, one of them can shop while the other can rest and wait here.You can also provide free luggage handling services to customers who have finished shopping.Store clerks carry items brought by customers and purchased products to customers' cars parked in the parking lot.The store has specially configured a moving vehicle for this service.

Shopkeepers can set up a dedicated gift wrapping station in the store.Various packaging styles are displayed on the packaging table, and customers can choose their favorite packaging styles. There are also various greeting cards. If customers need them, the clerk will pack the greeting cards and gifts together.At the same time, the shop owner can also provide VIP card service, credit loan shopping service, build customer files in the computer, and open a hotline for consultation.In short, on the premise of ensuring sufficient returns on service items, provide comprehensive services as much as possible to satisfy customers.

How to improve "store reputation" through high-quality service

"Store reputation" is the biggest intangible asset of a store.

1. Take customer-first behavior

As the saying goes, "one customer, ten transactions", many bosses ignore its importance, thinking that it doesn't matter to offend or lose a customer, but they don't know that if they fail to grasp a customer well and satisfy him, the loss will be huge. It is innumerable, because not only did he lose himself, but he would also say to his friends: "This store is really bad..." and other criticisms, the influence of this kind of criticism is beyond our imagination. .

2. Improve the store format

The boss's own words and deeds are the foundation of the store's reputation.If the boss has a good reputation on weekdays, the store will naturally have a good reputation. If the reputation is notorious, or the clerk is misbehaving, the customer's sense of trust will naturally be greatly reduced.

3. Establish a good interpersonal relationship with the main consultant
Although the popularity of a large store and its elegant decoration will help to improve its reputation, but when it comes to intimacy and interpersonal relationships, a small store should do better than a large store.Therefore, small shop operators and all participants should work hard to establish emotional relationships with customers, which is a shortcut to expand and improve goodwill.

4. Commodity price policy should strive to be true

All large and small commodities are priced to win the trust of customers.If the non-binary price is implemented, special attention should be paid when setting the price. Is the price of the commodity really feasible?Is it more expensive than others and don't know it?

5. Emphasis on the principle of convenience and high quality and low price
The goods prepared by the store are complete. If everything is available, it can not only improve the goodwill, but also greatly reduce customer dissatisfaction.In order to avoid customers' dissatisfaction with the products, the following 6 points should be paid attention to:
poor quality;

untimely;

Not fresh enough;

too expensive:

Too few categories;

Not a brand.

Problems like these should be avoided as much as possible when planning products.

How to Keep Customers Satisfied When Out of Stock
What do you do when a customer walks into your store and orders a certain product, but the product is out of stock?
If you just say: "Sorry, this kind of thing is sold out." It will inevitably make customers feel that they are not friendly enough.But if you say: I'm sorry, it's just sold out, I'll buy from the wholesaler immediately, and there will definitely be tomorrow. "Then, customers will be more satisfied and feel much more comfortable. Of course, if conditions permit, we should try our best to do what we say.

Perhaps, you can also say in another way: "We don't have it here, but a certain store may have it." Introduce customers to nearby stores, or call customers for inquiries, then customers will definitely feel: "This store is really good." Kind." In this way, not only will customers not be annoyed by the lack of stock, but it will also improve the reputation of your store.

But how can this be done if the relationship with the other store is not good?Therefore, it is necessary to keep in touch with nearby colleagues and establish a good relationship.

In real life, due to fierce competition, there is often a sense of hostility among peers.Of course, there must be a sense of competition in doing business, but if you think about it carefully, everyone does not do business for the sake of competition.Therefore, under proper competition, the establishment of friendship with peers should never be neglected.

Don't be jealous because there are new colleagues nearby, you should deal with it generously.On the other hand, newly opened stores should also do their so-called "morality" to their predecessors with a humble attitude.Such mutual respect will surely increase customers' confidence in the store.

(End of this chapter)