As an important shopping place, supermarkets have become an indispensable part of people's lives, especially female compatriots are more keen on visiting supermarkets and enjoying the fun of free shopping. However, have we ever encountered such a situation when we visited supermarkets, especially when we walked into the shelves of chemical products?
First, the scene display (customers stroll into the shampoo area):
The shopping guide took the initiative to say hello: "Hello, welcome! What do you want to buy (I hope customers will buy the products she named for sale)
Some customers are at a loss, while customers who respond quickly refuse the sales promotion of the shopping guide with "I'm just looking".
The experienced shopping guide was unmoved and continued to ask the customer, "Do you buy shampoo? Look at the * * card. "
Some customers are impatient and outspoken: "I won't buy it!" " "
The sales process of the shopping guide here was blocked by customers, which was obviously a very failed sale. Therefore, for most customers who wander aimlessly, asking customers what they want to buy as soon as the shopping guide opens his mouth is undoubtedly putting pressure on customers, causing them to have a kind of resistance and leading to the behavior of leaving quickly.
What can a shopping guide do to successfully sell? What kind of training can best improve the sales ability of shopping guides? What kind of sales can best achieve a unified sales standard? Let's talk about some experiences of shopping guide training.
Training process:
We can divide daily chemical products into two categories: one is washing daily chemical products; One is skin care products, and the training courses of these two types of products are similar, but there are great differences.
1, industry background: brief introduction of industry background (such as international background, domestic background, industry background, consumer demand, product details) helps shopping guides understand the development trend of the industry and enhance their self-confidence;
2. Introduction of selling points: To introduce the main features of each product, you need to list several specific advantages, and the theme is clear (for convenience of memory, the important features should not exceed 4 points).
3. Comparison of competing products: analyze whether there are corresponding competitors in the market and the differences between them (from the company's sales site, network, comprehensive information, etc.). )
4. Written test: Prepare a questionnaire for the training content, so that the shopping guide can take the test immediately after the above-mentioned training, and change the test paper immediately after the test. Excellent shopping guides will be given corresponding material rewards to improve their learning enthusiasm. Its purpose is to help the shopping guide to sort out the key points of training, remember quickly, and send the test paper back to the shopping guide for review and consolidation after completing the training.
5. Practice: Practice is the core link of training. In class, let each shopping guide practice what he says and does in the shop until he is proficient.
Second, the training form
Training Form 1: Selling and Soliciting Customers
It is not difficult to operate, it needs to be skilled enough. At the training site, let each shopping guide pick up the product in a standard posture (usually holding the product above his head) and sell his own jingle loudly (the trainer weaves the product features into catchy jingles in advance, which is convenient for the shopping guide to remember and attract customers quickly) until the shopping guide shouts out fluently.
On the one hand, this kind of training can make the shopping guide deeply remember the important characteristics of the product; On the other hand, it can train the courage of shopping guides so that they will not get stage fright when actually selling in the store; Hawking training should pay attention to highlighting the key points, that is, making the key selling points more prominent in the process of hawking. For example, "Australian snow seahorse shower gel lasts for four hours" and "It's a good deal to buy today. Buy shower gel and send a box lunch. " These two sentences need to clearly tell the shopping guide: "Four hours, delivering lunch" is the most important thing, and train the shopping guide to shout out this prominent point with the loudest voice.
"Highlighting the key points" is very important for creating an atmosphere, infecting consumers with enthusiasm and atmosphere, and prompting them to have a desire to buy.
Training Form 2: Sales Steps Training
The outstanding sales skills of washing and daily chemical products are: take the initiative to attack and sell. In the supermarket, people pass through a 1.2-meter shelf in less than 4 seconds and need to be effectively intercepted. This requires the guide to contact customers with professional knowledge, enthusiasm and initiative. The specific operation method is as follows:
Step one: intercept
Don't ask customers what they want, just give them the products you sell, and don't give them time to think. Use physical products and product characteristics to attract customers' interest, shorten transaction time and improve efficiency.
Speech: greetings (for example, hello, welcome)+one sentence to show the important features of the product (please see the shower gel made of perfume)
Action: Take the initiative to meet the customer, stop the customer at a 45 angle on the customer's side, and pick up the product and hand it to the customer. If the customer doesn't take the product, go quickly and don't force it; If the customer takes the product or stops, go to the second step.
Step 2: Introduce the product features one by one. Don't speak too fast, otherwise the customer can't digest the content. Pay special attention to praise, praise customers and win customers' inner satisfaction. When introducing products, promotional activities should not be the main promotion content, and the product characteristics should be introduced before the promotion activities;
Words: product name+main formula+key function+praise+this product is very suitable for you+promotion (depending on the promotion content)
Action: Open the bottle cap, let the customer smell the fragrance or let the customer further observe the product, and arouse the customer's interest. If the customer decisively refuses to leave, don't be reluctant; If the customer does not refuse, you can enter the third step.
The third step is active sales:
This link tests the quality of shopping guides very much, and many unprofessional shopping guides dare not take this step.
Speech: Sir/Miss, this product is very suitable for you. Please take this.
Action: Smile at the customer and put the product in the customer's shopping basket.
If the customer refuses decisively, don't force it; If the customer hesitates, it is necessary to strengthen the confidence of the customer again and emphasize the advantages of the product suitable for the customer again until the customer accepts it and moves on to the next step. If the customer is silent, go directly to step 4.
Step 4: Joint sales
Now there are many washing-related products, such as selling shampoo to support conditioner or styling moisturizing products, washing powder to support softener, toothpaste to support toothbrush and so on.
Speech: Let's take a look at * * (products associated with the company).
Action: Guide customers to the corresponding shelves, continue to introduce products, and then enter the third step of sales. If the customer refuses decisively, he will no longer recommend the product and go directly to the fifth step.
The fifth step is to see the guests off.
The shopping guide should bid farewell to the customer kindly and naturally. For the successful customer, record the customer's information, and give the customer information when the next promotion activity is carried out, informing him to buy again.
Speech: Welcome to visit next time.
Action: Smile, nod slightly, or bend slightly.
This link is very simple, but many shopping guides are not done well. For example, the customer bought something and the shopping guide sent it away with joy. Once the customer doesn't buy anything, the shopping guide politely gives it away in person, but his face is a little unhappy, or he turns around and worries that the customer won't buy anything and wastes time. At this time, if a guest suddenly kills a comeback, not only will the guest lose it, but her friends will also have a bad impression on the brand.
The above training method seems simple, but it is not easy to operate and needs perseverance. If you can skillfully use the above technology, I believe that sales will not be so difficult.