★ Customer's sense of security

We can often see such a situation. As soon as we entered the store, the salesman welcomed us, followed us and tirelessly guided the shopping, while the customers walked away awkwardly. When customers are enjoying a wide range of goods with great interest or just approaching the counter and haven't seen the goods clearly, the salesperson asks "I like to try them on" or hands them to you, but the customer only leaves a sentence of "OK, I'm just looking around" and then leaves in a hurry. It is precisely because of the above-mentioned shield that there has been a dispute between the "non-interference" service of Du Fu Shi in Beijing and the "fire" service of Wangfujing Department Store. So how to grasp the boundary between interference and enthusiasm?

In fact, business is a kind of "game" between people. The sales site of a store is a place where salespeople and customers compete for power through goods. Customers are eager to get the goods they need, while businesses make profits. We can compare the sales website to a "hunting ground". The goods on display are "bait", and the "hunter" (salesperson) waits for the "prey" (customer) behind the goods, while the customer always tries to avoid the supervision of the clerk and achieve a comfortable and safe shopping space to choose the goods.

Although most commodity operators understand that the basic point of marketing is customer-oriented and salespeople are customer-oriented, their sales behavior has repeatedly violated the safety standards in interpersonal relationships embodied in sales unconsciously. Salespeople often unconsciously emphasize their existence as "owners" with actions, while customers always feel uneasy or timid because they are "intruders" subconsciously, so customers are chased by enthusiastic salespeople, while browsing in a hurry, while anxiously fleeing from the store to find safety.

It can be seen that customers need a sense of security at the sales site, so high-quality salespeople should understand the interpersonal safety rules embodied in the sales process, give customers a sense of security and care, and urge customers to buy.

To keep customers' sense of security, we must learn to distinguish customers. Customers who come to the counter in the store are divided into three types according to their purchase intention:

1,-Buy a customer with a clear purpose. Such a customer has a clear goal. After entering the store, they often go straight to a counter and take the initiative to ask the salesperson to buy a certain product. Most of these customers are men;

2.- Buying customers with unclear targets. This kind of customer walks slowly after entering the store, keeps looking around, and does not ask for a purchase after approaching the counter;

3.- Customers who come to shop without a purchase plan. After such customers enter the store, some walk slowly and look around; Some behaviors are cautious; Some go to busy places. Different measures should be taken for different customers and salespeople.

In foreign countries, business experts have come to the conclusion that shop assistants can attract customers to watch, select and buy business-related activities, such as cleaning counters, sorting goods, weighing, packaging, receiving customers and recording business conditions. We compare it to dancing to attract customers.

Customers who plan to shop in advance are very satisfied with the warm reception of the clerk, and will not leave even if they enthusiastically recommend the goods. Shop assistants regard the opinions of such target customers as the "voice" of all customers and gradually adapt to this method of receiving customers. But in reality, there are very few destination customers, and most of them are idle customers with strong randomness. These idle customers generally avoid shops that are difficult to enter and choose shops that are easy to enter. They are often sensitive to any small stimulus response based on temporary emotions, and will run away if they are not careful.

Only when more people enter the store will more people shop. Smart shopkeepers know that in order to prosper, they must attract more idle customers into the store to keep the number of customers in the store. If there are more customers in the store, outsiders will see clearly that the activities of customers in the store are very attractive to people outside the store. Many customers gather in the store, which in itself shows that "there are attractive goods there", giving people a sense of security. Once this happens in the store,

In the past, purposeful customers who decided on shops and goods before shopping were the mainstream. Once these customers decide on a store or commodity, they won't change their mind for no special reason. However, modern customers' feelings about buying things have undergone profound changes. Customers who usually shop sometimes suddenly buy high-end goods or look for future purchase targets. Although these customers are very casual and idle, whether they can attract more such customers will determine their turnover.

Then, let's see what these idle customers like and what kind of shops they like, that is, dancing attracts customers, what they hate and what kind of shops they hate, that is, dancing drives customers away.

★ "Dance to attract customers"

1. Appreciating safety signals can attract a large number of customers.

Rich commodities and prominent commodity space can imply that customers can wander around casually. Decorating the commodity space with exquisite ornaments can prolong the customer's detention time.

The activities of shop assistants are the key factors to attract customers.

The shop assistants are all working nervously, and the store will be full of vitality. The clerk's calm behavior reassured the customers. The correct programmed clerk behavior can make the business prosper.

The secret of success is pretending not to pay attention.

When the customer stands in front of the counter, the clerk doesn't have to say hello in a hurry. When the customer starts to ask, he will receive it quickly and enthusiastically.

4. On-site production is the most attractive to customers.

The design of easy entry and easy exit can attract customers to enter the store.

★ "Dancing away customers"

1, the clerk stood at the door and blocked the store door, and the customers didn't want to come in.

2. The shop assistant can't attract customers by standing and waiting.

When the clerk prepares before opening the door, he stands in the studio or in the middle of the shop. This attitude of waiting for customers shows a strong sense of ownership and a strong psychology of sales expectation. When customers are surrounded by the sight of shop assistants, they will shrink back.

Excessive enthusiasm will drive away customers.

Some customers who haven't decided what to buy are particularly sensitive to the clerk's behavior. If they are received positively, they will leave soon.

4. Receiving customers too early will inevitably lead to failure.

★ The charm of smiling service

For the service industry, smiling service is very important. The personnel manager of a department store in the United States once said that she would rather hire a girl with a happy smile who didn't finish primary school than a doctor of philosophy who looked sad.

How does a shop assistant provide first-class smile service for customers?

★ Have a heartfelt smile.

For customers, it is better for salespeople to squeeze out a smile than not to smile. Some stores put forward the idea of "developing the resources of laughter", forcing salespeople to smile at customers, and even encouraging or asking salespeople to go home and practice laughing in front of the mirror, which is unwise.

A smile is a reflection of a happy mood, as well as a sign of politeness and self-restraint. Salespeople don't just show their smiles on the counter, they should smile anywhere in their lives. As long as you treat your customers as your friends and respect them as a person at work, you will naturally give them a knowing smile. Therefore, this kind of smile does not need to be forced by administrative orders, but is made voluntarily as an educated and polite person. Only such a smile is the smile that customers need and the most beautiful smile.

★ Eliminate troubles

A good salesgirl always has a sincere smile on her face. When chatting with someone, a friend asked her, "You keep laughing, is there something wrong?" She said, "Who in the world doesn't have troubles? The key is not to be dominated by worry. Go to work and leave your troubles at home; When I get home, I will leave my troubles at work behind and let myself always have a relaxed and happy mood. "

If salespeople can be good at this kind of "emotional filtering", they won't worry about not having a sunny smile in their service posts.

When a shop assistant encounters something unsatisfactory, it is inevitable that he will be unhappy. At this time, it seems unreasonable to force him to smile at customers. However, the particularity of service work determines that salespeople can't vent their emotions on customers. Therefore, salespeople must learn to decompose and downplay their troubles and unhappiness, keep a relaxed mood at all times, and let happy moments accompany them and pass them on to customers.

★ Broad-minded

It is very important for salespeople to be open-minded if they want to keep a happy mood. In the process of reception, it is inevitable to meet customers with rude attitude and importune. Salespeople must remember "bear with it and take a step back." Some customers hesitate to buy goods and spend a lot of time, but when it comes to packaging or payment, they frequently urge the salesperson. In this case, the clerk must not be unhappy or lose his temper. He should think like this: "He must like this kind of thing very much, which is why he spent so much time carefully selecting it. Now he must be anxious to take it back to his family, so he will urge me. " Under this idea, the business will be exposed to customers.

★ knowing smile.

In short, when you have a broad mind, you won't be swayed by considerations of gain and loss at work, and you won't haggle over every ounce when receiving customers. You can always keep a good attitude, and smile service will become a breeze.

★ Communicate with customers emotionally.

Smiling service is not only an expression, but also an emotional communication with customers. When you smile at a customer, it means, "Nice to meet you. I'm willing to serve you." A smile reflects this good mood.

Smile service is not just a smile on your face, but a sincere service to customers. Imagine if a shop assistant just smiles blindly and knows nothing about the inner thoughts and demands of customers. What's the use of this kind of smile? Therefore, smile service, the most important thing is to treat customers as relatives and friends emotionally, share joys and sorrows with them, and become intimate friends of customers.

★ The Art of Language

What you say is sincere and meaningful. Language is not only a tool to convey information, but also an art to reflect service level. Whether the salesperson's language is polite, accurate and appropriate directly affects the customer's satisfaction with the goods and services.

★ Basic principles of business terms

1,-Emphasize the order and logic of speech. Confused thinking and incoherent speech will inevitably lead to customers' confusion and disorientation. Therefore, salespeople must master the order and hierarchy of speech and express their meaning to customers clearly and accurately.

2.-Highlight key points and points. The focus of sales language is recommendation and explanation, and the rest is just paving the way. Therefore, when receiving customers, we must grasp the key points, highlight the main points, and attract customers' attention and interest.

3.- Don't exaggerate. Indifferent boasting and exaggeration may sell goods temporarily, but it is not a permanent good policy. Customers can only be cheated once, and the ultimate loss is the brand of the store or the products they sell. Therefore, honest and objective introduction and recommendation is the long-term solution.

4.- Never be rude to customers. Being rude to customers in language, even using sarcastic, sarcastic or insulting language, will not only anger a customer, but also have a bad influence on other customers present or not. It will cause great damage to the corporate image, so no matter what happens, you must avoid conflicts with customers.

5.- Don't use vulgar language and dialects. In the process of receiving customers, salespeople should not say vulgar common words, even when talking to colleagues, they should pay attention to civilized words. Besides, they should try not to use dialects.

6. Don't belittle similar products, introduce all kinds of products objectively and truly, and help customers make suggestions.

★ The Art of Business Language

1,-Keep moving.

After feeling that the customer is interested in the displayed goods, the salesperson can unconsciously and skillfully shift the topic from discussing the general performance of the goods to how the goods meet the specific needs of the customers. In other words, the salesperson should push the customer to the next stage of the buying process. If it is found that customers are not satisfied with the styles being displayed, the sales staff can show more styles and emphasize the advantages of different styles. For example, a lady bought a skirt, and after seeing several models, she hesitated about one of the long silk dresses with blue flowers on a white background. The customer said, "This skirt is very nice, but this blue one is too tender for me."

"Summer should be brighter, and light blue suits you very well."

"But this skirt is too light in color to be dirty."

"Summer should be washed frequently anyway, and the deeper ones should be washed. Moreover, this kind of silk is treated and easy to wash.

No wrinkles. "

We found that salespeople need to constantly look for ways to exert influence, and at the same time consider their influence on customers. The latter is as important as the former, but a good salesman himself doesn't talk much, but he is good at provoking customers to talk, thus inspiring him to express his wishes and concerns.

2. Use questions to grasp the pulse of customers' shopping thoughts.

A very important point in the art of dialogue is to ask questions (one or a series of questions) in a timely and correct manner. Asking questions is not only conducive to contact and understanding, but also can stimulate and guide ideas. Asking questions usually makes customers feel that they are making decisions freely and independently before choosing items, which can avoid possible defensive reactions of customers.

But not every problem will be successful. Because since it is a question, it needs an answer. If the customer has nothing to answer, it may make the sales staff unhappy.

After asking questions and listening carefully to answers, the salesman seems to "feel the pulse of customers' shopping" and feel his attitude towards goods and his own suggestions. So if you want to sell the goods, you should try to get the customers to talk first.

3.-Talking about goods and thinking about customers.

The art of conversation in business also means that salespeople have the ability to convince customers through a series of unique arguments, which adopt different rigor and logical reasoning when solving mathematical problems.

(1)- It has the pertinence of specific personality, that is, its foothold is not all kinds of arguments, but only those that are most important to customers. For example, a customer wants to buy a mobile phone as a gift. Salespeople should pay attention to whether the mobile phone is novel, fashionable, the loudest brand, approachable and tasteful, and finally whether the recipient likes it. If the purchase is for personal use, what matters is its quality and practicality.

(2)- The arguments used should be selective. The final effect of argumentation is not the simple addition of argumentation effects. Often one argument that is very practical for customers is more effective than the other ten, but it doesn't matter to customers. Supplementing it with an insufficient argument that can't explain the problem will enhance the persuasiveness, and the result will offset the effect that has been achieved.

(3)-Words don't need much, but they should carry weight. If a salesperson wants to list all the advantages of a product, it will lead to unnecessary nonsense, but it will cause distrust. Moreover, doubts and hesitations may occur repeatedly at all stages of customers' shopping, including after shopping. It would be more convincing if the salesperson said something weighty for one or several of them. If some arguments are not fully utilized, it will only improve the aftereffect of shopping behavior and will not have any negative effects.

It should be emphasized that "weighty" does not mean that words are absolute and arbitrary. This tone will make the customer have a psychological defensive reaction, such as the customer suddenly leaving in the middle of the conversation. Or listen to the salesman and don't refute, and then resolutely don't buy it.

(4)-You can't turn a deaf ear to any different opinions of customers. Business argument should not only prove the correctness of one's point of view, but also dispel the doubts of the other party. If you don't reply to the different opinions of customers, it will make people feel that the salesperson deliberately only makes an incomplete and tendentious introduction to the goods. In order to avoid this situation, we can't ignore any different opinions of customers.

We should prevent such a misunderstanding that different opinions of customers are regarded as venting and seeking asylum and distrust. On the contrary, Gu

The different opinions of the customer just show that he cares about the goods, which shows that he has absorbed your opinions and wishes. Such customers are more convincing than those who just listen but don't listen or answer questions in one sentence. Different opinions can only reflect the customer's position and expose his worries.

The above suggestions show that business argument is not so much a means to prove objective truth as to consider it as comprehensively as possible.

While paying attention to the interests of salespeople (merchants), find a way to meet the interests of customers to the maximum extent. Therefore, business argument does not mean that there is a ready-made answer that neither party knows beforehand. This kind of "answer", like playing chess, is produced in the process of argumentation, and even under the same starting conditions, the answers can be different. Therefore, business representatives should be resourceful and have answers.

4.-Avoid imperative and use more requests.

Imperative sentence means that the speaker unilaterally forces others to do it without asking their opinions; Request statement is to ask others to do it with respect for each other.

The demand report can be divided into three reports:

Affirmative sentence: "Please wait a moment."

Question: "Can you wait a moment?"

Negative question: "It will be ready soon, won't you wait?"

Generally speaking, interrogative sentences are more touching than affirmative sentences, especially negative sentences, which can better reflect the correctness of salespeople.

The respect of customers.

5. Use less negative sentences and more positive sentences.

Affirmative sentences and negative sentences have opposite meanings and cannot be used casually, but if used skillfully, affirmative sentences can replace negative sentences with better results. For example, the customer asks, "Do you have this dress in other colors?" The salesperson replied, "No", which is a negative sentence. When customers hear this, they will definitely say, "Then don't buy it" and turn around and leave. If the salesperson answers in different ways, the customer may have different reactions. For example, the salesperson replied, "Sorry, this dress is only black at present, but I think the color of high-end products is relatively dark, which is in line with your temperament, identity and use environment. You might as well try. " This kind of affirmative answer will make customers interested in other goods.

6.-adopt the method of demoting first and then promoting.

Compare the following two sentences:

This coat is 2 180 yuan, which is too expensive. Can you give it a discount?

(1)- Although the price is a little high, the quality is very good.

(2)- Although the quality is good, the price is slightly higher.

Except for the reverse order, the number of words and wording of these two sentences have not changed at all, but they give people a completely different feeling. Look at the second sentence first, it focuses on high prices, so customers may have two feelings; First, although the quality of this commodity is very good, it is not worth that much money; Secondly, the clerk may look down on me and think that I can't afford such an expensive thing. Let's analyze the first sentence again. It emphasizes "good quality", so customers will feel that the goods are so expensive because of their good quality.

Summing up the above two sentences, the following formula is formed:

(1)- Disadvantages→ Advantages = Advantages

(2)- advantages → disadvantages = disadvantages

Therefore, when recommending and introducing products to customers, formula A should be adopted, and the shortcomings of the products should be mentioned first, and then introduced in detail.

The advantage of salt goods is to boast first. This method is very useful.

7.-vivid language and euphemistic tone.

Please look at the following three sentences:

"This dress looks good on you."

"This dress looks elegant on you, like a lady."

"You look at least ten years younger in this dress."

The first sentence is very common, while the second and third sentences are more vivid. Even if the customer knows you are complimenting him,

I am very happy, too.

Besides vivid language, euphemism is also very important. For some special customers, you should listen to the taboo words well and make them feel that you respect and understand them. For example, say "plump" instead of "fat" for fatter customers; For customers with darker skin, say "darker skin" instead of "black"; For customers who want to buy low-grade products, don't say "this is cheap", say "this price is moderate"

★ Business language skills

1, "Yes, but" method

This is a widely used method in answering customers' objections, which is very proud and effective. Specifically, on the one hand, salespeople agree with customers' opinions, on the other hand, they explain the reasons and one-sidedness of customers' opinions. For example.

Customer: "I've always wanted to buy a computer, but I heard it's difficult to use." A friend of mine has never used it clearly. "

Shop assistant: "Yes, you are right. Many people are not very clear about the use of computer functions. But Lenovo's design is different, and it will certainly be very useful. Here is a simple instruction to show you how to use it.

You see, the clerk agreed with the customer with a "yes" and explained the reason why the PDA was not easy to use with a "but". This method can make customers change their misunderstanding of goods in a happy mood.

2. High-angle omni-directional method

Customers may put forward some shortcomings of the goods, and salespeople can weaken the shortcomings put forward by customers by emphasizing the outstanding advantages of the goods. When the customer's objection is based on facts, this method can be adopted, such as:

Shop assistant: "This coat is comfortable in fabric and elegant in style."

Customer: "The fabric is good, but it's too expensive."

Shop assistant: "What you said is. But it is very expensive. "

3. Problem-oriented method

Sometimes you can guide customers by asking questions, so that customers can eliminate doubts and find out the answers themselves. For example, a customer walks into a store and wants to see a blower:

Customer: "I want to buy a cheaper blower."

Shop assistant: "Cheap blowers are generally smaller. Do you want a smaller one? "

Customer: "I think it will be cheaper at a discount store."

Shop assistant: "but how does the quality of blowers there compare with ours?"

Customer: "Oh, their blower ..."

By asking questions, the clerk asked customers to compare the differences of goods and make choices. Using this method, salespeople should be familiar with all kinds of goods to help customers make objective comparisons.

4.- Show popular methods

This method is to persuade customers to change their views and accept business by revealing the current commodity fashion trend.

Member recommendation. This method is generally suitable for persuading young customers. For example, a father wants to buy a racing car for his young only son. They came to a car dealership. My son wants to buy a black racing car. But it was out of stock. The clerk suggested that he buy another color, but the young man insisted on a black one. Then the manager came over and said, "Look at the cars running in the street, almost all of them are red." In a word, the young man changed his mind and bought a red racing car happily.

5.-Direct negation method

When the customer's objection comes from untrue information or misunderstanding, the direct negation method can be adopted. For example, a customer is watching a saw with a plastic handle.

Customer: "Why is the handle of this saw made of plastic instead of metal?" It seems to be to reduce costs. "

Shop assistant: "I see what you mean, but switching to plastic handles is by no means to reduce costs." You see, this kind of plastic is hard and as safe and reliable as metal. Many people like this style because it is light and cheap. "

Because direct negation directly refutes the customer's opinion, the salesperson can only use it when necessary. Moreover, when persuading customers in this way, you must pay attention to the soft and euphemistic tone, so that customers feel that you are refuting him and helping him, and you are absolutely not going to argue with him.

Through the above summary, I hope to help those in need!