First, satisfy customers.
The formation of customer satisfaction is mainly influenced by four aspects: customer expectation, customer perceived product value, customer perceived service value and customer purchase cost.
Experience, experience, word of mouth, seller's commitment, competitor information, etc. Constitute customer expectations. If the value of products and services perceived by customers is higher than expected, they will be satisfied and repeat the purchase. Visible, in the case of unchangeable product value, the service value embodied by shopping guide is how important it is to improve customer satisfaction.
Service quality mainly includes technical quality (products, gifts), which is objective, and functional quality (attitude, dress, words and deeds), which is subjective and reflects the personal quality of the shopping guide.
Customer's evaluation of service quality is based on five aspects: reliability, responsiveness, safety, empathy and substance.
If customers are very satisfied in the above five places, then the shopping guide provides customers with what we call "quality service". Excellent service means that the customer feels that the service quality evaluated by the above five places is greater than his expected service quality. The process of this psychological activity is dynamic. The perception of what you see and hear is the continuous accumulation of customers. Quality service is the primary source of customer satisfaction, and the pursuit of quality service is endless.
Second, a shopping guide should have the knowledge structure and shopping guide skills.
The knowledge structure needed for a successful shopping guide: ① enterprise knowledge: product line and its length, depth and width; Corporate culture, history and vision. ② Product knowledge: Very familiar with the performance, characteristics, operation demonstration and maintenance of each product; Understand and control the company's product-related business policies. 3 marketing knowledge: how to do brand promotion activities. 4 psychological knowledge: understand the customer's purchasing psychology. ⑤ Public relations etiquette knowledge: how to communicate with people and how to show your image.
The shopping guide plays a very important role in the process of customers' purchase: first of all, he is a service expert and marketing representative (organizer), who can guide customers to shop. Secondly, he should be the representative and ambassador of the customer's position, consider the customer's needs, and let the customer perceive from his words and deeds that the product is the most suitable for him. Role positioning is a very important part of shopping guide skills. A successful shopping guide should also seek to master a series of basic skills such as product demonstration, operation skills and communication skills.
Because the standard of quality service is endless, the improvement of shopping guide skills is closely related to every shopping guide. Today's quality service is not necessarily tomorrow. How to improve shopping guide skills? This may be the most concerned issue for shopping guides, including successful shopping guides.
First of all, we should be prepared before shopping guide. The initiator, influencer, decision-maker, buyer and user of the purchase must understand what the customer says and does, so as to find the breakthrough point. Secondly, we need to thoroughly understand the customer's buying process.
Need to know, collect information, choose, plan evaluation, purchase decision, post-purchase behavior, these are the basis of upgrading skills. Only by truly understanding the customer's purchase process can we provide different services with the progress of the customer's purchase process. Third, program several basic shopping guide processes.
Shopping guide trilogy:
Step 1: greet and receive customers warmly and thoughtfully, communicate with customers as soon as possible, show professional image (neat uniform, use Mandarin, introduce yourself), treat customers politely (smile, stare, polite language), keep a certain distance (leave customers a certain space and time), and take care of their peers;
Step 2: Communicate (discuss) with customers wholeheartedly, be confident in contacting customers, be careful in observing customers, be sincere in caring for customers, be tempted by interests, be careful in product display, be patient in communicating with customers, grasp customers' curiosity, make good use of customers' herd mentality, handle objections carefully, and have a normal mind about customers' purchase decisions;
Step 3: Promote the purchase. Seize the opportunity of the transaction, skillfully promote the purchase, testing, inspection, invoicing and assistance in payment, seeing off customers and returning to customers.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful shopping guide.
__________________________________________________
First of all, he must be a good employee who is loyal to his duties. Faithfully implement the policies of the company; Maintain company image and brand reputation; Properly handle all kinds of relationships, which is the basic standard to be a good employee; Second, he must be an expert in shopping guide. Have good sales performance; Get the support of company colleagues; The customer's satisfaction with it is very high, which is the standard to rise to a successful employee.
Shopping guide trilogy:
Step 1: greet and receive customers warmly and thoughtfully, communicate with customers as soon as possible, show professional image (neat uniform, use Mandarin, introduce yourself), treat customers politely (smile, stare, polite language), keep a certain distance (leave customers a certain space and time), and take care of their peers;
Step 2: Communicate (discuss) with customers wholeheartedly, be confident in contacting customers, be careful in observing customers, be sincere in caring for customers, be tempted by interests, be careful in product display, be patient in communicating with customers, grasp customers' curiosity, make good use of customers' herd mentality, handle objections carefully, and have a normal mind about customers' purchase decisions;
Step 3: Promote the purchase. Seize the opportunity of the transaction, skillfully promote the purchase, testing, inspection, invoicing and assistance in payment, seeing off customers and returning to customers.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful shopping guide.
How to be a good shopping guide, how to train, who will train, the industry has been inconclusive, quarrels are common. It coincides with the collection of "Sales and Market", and I also catch up to say a few words. In the last article, I expressed my personal views and suggestions on who will train shopping guides. Right and wrong, please comment from experts from all walks of life. Of course, I would also like to thank sales and marketing for providing such a platform for everyone to speak freely and express their opinions. Below, I mainly combine what to practice and how to practice to talk about my views.
Shopping guide training is a systematic and purposeful work. Trainers must flexibly control according to the students' ability level, formulate targeted training plans, and improve the training effect of shopping guides. For example, a big sister with more than five years of sales experience, you tell her sales skills and product knowledge, isn't that bullshit? Let's just say, if you are an old general and a college student who just joined the army tells you how to calculate the trajectory of bullets, will you listen? People haven't finished, you may have knocked ten times. By the same token, for elder sister, only by providing strong attitude incentives to meet their self-esteem needs can they stimulate their potential wishes and comply with the company's quality improvement requirements. Before starting the training, it is one of the primary tasks of the trainer to fully understand the requirements of the trainees and do a good job in investigating the training needs.
According to my years of practice and research on the training of shopping guides, shopping guides with different entry time have different emphasis on training needs (see the table below for details). When training, we must "teach students in accordance with their aptitude, each with its own emphasis". It is best to form a fixed module for training content, covering different difficulties in high school, junior high school and junior high school, which is as simple and effective as building blocks. Although there is still controversy about what should be trained in the training of shopping guides in the industry, there are some things that are basically recognized by everyone, such as corporate culture, product knowledge, competitive product analysis, sales skills, counter language skills, management system, attitude motivation and so on. This paper attempts to combine these aspects to communicate with friends from all walks of life and improve each other.
First, corporate culture
I remember that in an article about "what to train", the author put forward his own views on the importance of corporate culture training and how to train it, which I personally think is very representative. Excerpts from this part are as follows:
The current situation of local employment of shopping guides does not mean that shopping guides can be divorced from the history and culture of enterprises. Instead of treating shopping guides as adults and employees, this phenomenon exists in most enterprises. Most enterprises regard corporate culture and historical honor training as the skills that shopping guides should master, and in the process of publicity and promotion, they regard corporate culture and historical honor as the subsidiary selling points of products to promote.
As the primary content of shopping guide training, the training of corporate culture and historical honor is impossible for many shopping guide training experts because they are outside the enterprise. We regard this content as the main content of pre-job training for new shopping guides, and with the positive changes of corporate culture and company dynamics, we use the opportunity of shopping guide weekly meeting to convey the latest information of corporate culture and honor changes at any time. And carry out a systematic and complete reciprocating training on corporate culture and historical honor every quarter. Through the unremitting cultivation of corporate culture and historical honor, on the one hand, it has received increasing returns from the market, on the other hand, it has effectively enhanced the sense of belonging and honor of the shopping guides to the company, and received multiple effects of condensing the shopping guide team, stabilizing the shopping guide team and enhancing the team's combat effectiveness.
To put it bluntly, corporate culture training is to enhance the shopping guide's sense of identity with the company, and subconsciously make them feel that the company is the best, which will naturally reveal a strong sense of identity with the company when selling goods, thus persuading rather than persuading customers.
Second, product knowledge and competitive product analysis:
At present, the most common methods of product knowledge training are: 1, comparative analysis with competing products, that is, comparing one's own products with competitors' products according to their functional characteristics, finding out their respective advantages and disadvantages, and comparing and analyzing their unique selling points, as shown in Table 3; 2. Find a bunch of product technical materials from professional websites or company technical departments to organize training, such as the filtering principle and orthopedic principle of induction cookers. Do you think it is useful for shopping guides? Is the shopping guide acceptable? Training technicians is different from shopping guides! 3. Ironically, some brothers and sisters stood up with product color pages, "No..
Sorry, I don't know much about this product. I don't know. Please don't laugh! "This is the most shameful thing I have ever seen at the training site. Even if you don't understand, you dare to do training, and you are not afraid that the following shopping guide will hit you with shoes. In fact, connecting like this
Quite a few people dare to stand in front of the stage before they know about the products. In my opinion, product knowledge should at least account for the regular training of shopping guides.
For more than 40% of the customers, the shopping guide can only become a sales expert and gain the customer's dependence if he has a deep understanding of the products. Think about it, a shopping guide who is quite familiar with the product, when talking about the product, does it seem that the product is suspended in front of him? The ancients said: "Have a plan" is probably the case! Generally speaking, product knowledge training should include: selling point FAB practice, new product explanation practice, competitive product analysis and suppression, selling point refining, shopping guide words, terminal common quality problems and customer frequently asked questions answering skills.
Third, sales skills: counter language skills have become an essential skill for some trainers, but how much can the shopping guide really attract and digest? I have participated in more than nine brand shopping guide training sessions, and sales skills are almost a must for every session. The trainer was so tired that he was sweating at the projector, and the students below were shivering with sleep. This kind of situation is really seen too much at the training site. The reason is that trainers lack the actual on-site sales ability and stay away from the life of shopping guides. Therefore, when talking about some practical terminal problems, it often gives the shopping guide a feeling of alienation. Take counter language training as an example. If the trainer simply talks about some theoretical things, such as "two more and two less, changing sentence patterns and circuitous skills", the shopping guide will definitely not like it without in-depth processing. This is like feeding a baby. Anyone can eat apples, but not for babies. His digestive ability is still weak, so you have to make apples into sauce. The same is true for shopping guides. Due to the influence of their own cultural quality, most people have limited understanding ability. If they need to go home and ponder carefully to play a role, it will be useless to the shopping guide. As a trainer, it must be clear that the training of shopping guide and salesman is completely different. Shopping guide work in the front line, the simpler and more practical the front line, the more effective. Although the training methods of shopping guides have their own advantages and disadvantages, it is most effective only if students can accept them quickly. For example, when doing "counter language" training, the author adopts the following methods: analyzing and commenting on various questions raised by customers collected at the terminal and several typical statements that the shopping guide should respond to, so that the shopping guide can quickly judge which method is more effective on the spot? More skilled? The biggest feature of this method is strong on-site participation, which can help the shopping guide correct some inappropriate words in the shortest time and directly act on the terminal. Is this more practical than your theoretical skills? Furthermore, when helping the shopping guide understand the "eight stages of customer psychological behavior characteristics", many trainers break it down step by step according to the following figure. On the surface, it looks orderly, but after a class, the shopping guides are at a loss. What's more, they think they can't sell goods at all. Is this ridiculous? According to my experience, the best way is to follow these eight steps and release the actual examples of the terminal, such as what should we do when customers are concerned? What not to do, it is best to have pictures taken by the terminal or DV short films to support it, and the effect will be better. What should you do if the customer is interested? Why don't you cut in line? Well, how do you say hello? Let's analyze the typical greetings. Which one is used in which occasions? What are the advantages and disadvantages of various greetings, so that everyone can accept them more easily.
Fourth, terminal practical training: such as display skills (needless to say, you can give a standard and enforce it). Some trainers will sort out a lot of materials from some professional websites, such as "China Marketing Communication Network", and make some very theoretical or specious things, so that the shopping guides under the stage can easily understand several display methods, understand the display principle and know the gold content of the display. Does it help to establish a standardized terminal image? I do similar training. Generally, I first comment on the standard exhibition drawings stipulated by the company, then select the typical photos taken by each terminal, and make a comparative analysis and evaluation on the spot, so that the shopping guide can find out the irregular display on the photos himself, and then extract these phenomena and write the common irregular display phenomena on the whiteboard to deepen the impression. Then force the shopping guides to display and arrange according to the standards, otherwise they will be fined and rectified within a time limit; Those who meet the standards and have outstanding image will be given the ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××
Concluding remarks
Shopping guide training is a hot spot in terminal management at present, and it can also be said to be a difficult problem. How to improve the effect of shopping guide training and improve the level of shopping guide managers is a problem that every manager engaged in shopping guide work needs to seriously consider. I hope more people with lofty ideals will join the management of shopping guides and work together to improve the quality of shopping guides, so as to better serve the terminal.
The sales representative attached a letter for reference:
Dear Mr./Ms,
Hello:
I hope to be the sales representative of your company.
I am a graduate of Chongqing Engineering Vocational College in 2006, and my major is computer numerical control technology and application. I usually study hard and get excellent grades. I got a scholarship from the college. Good English foundation, with certain listening, speaking, reading, writing and technical data translation skills. I often attend classes, public welfare classes and study online in New Oriental School, take part in CET-4, with a score of 374 (the new grading method), and successfully pass the CET-1. Good computer foundation, self-taught "C language" and "microcomputer foundation", and successfully passed the national university computer grade examination level 1.
Although I am not a marketing major, I will make up for it with time and practice. Non-professional background is not affected by mindset, so it is more plastic and creative.
Sales is a great profession. The success of 2 1 century belongs to those salespeople who are good at understanding customers, can put forward suggestions for the problems faced by customers and help them find effective solutions. A good salesman should be reliable and credible, with good professional quality and professional knowledge.
While learning this major well, study the second major "Marketing" hard, study the textbook carefully and analyze famous cases. I also pay attention to integrating theory with practice. In September 2005, I sold radios at school, which was the first time I organized and planned the sales independently. Although the sales volume is not very good, I really learned a lot from the whole process. In the summer vacation of 2004, I worked as a carpet shop assistant in Chongqing Deyi Furniture City, doing a good job in customer reception, coordination and service, which made me understand the truth that "customers are God".
During my school days, I worked actively and seriously, and was encouraged and rewarded by my superiors many times. In the academic year of 2003-2004, the Youth League Branch of Class 032 was rated as "Excellent Youth League Branch" by the College, and Class 032 was awarded the honorary title of "Excellent Class Collective". Individuals won the honorary title of "Excellent League Cadres" in the 2003-2004 academic year. Through daily activities, their organizational and management abilities have been improved to a certain extent.
Steady but not lacking enthusiasm, forge ahead and live in harmony with others. I sincerely recommend myself with a sincere heart and dedication to my career.
I enclose my resume. I would be very grateful if I had the opportunity to interview you.
-
The above is a copy. See if it helps you. Give full play to your writing ability according to the general resume format. Besides your personal information, job hunting intention and work experience, you should also pay attention to self-evaluation and skills. Be sure to express the above important skills! It depends on your own situation. According to common sense, there should be a cover letter. Good luck! ~
No choice but to look for it on major recruitment websites, which are generally not for viewing.