From the perspective of marketing psychology, customers' consumption behavior can generally be divided into four stages: attention stage (for stimulation), interest generation stage, desire generation stage and action stage (that is, investment consumption action).
1. attract customers' attention. The beautician should speak first, not let the customer speak first.
2. Arouse customers' interest. We should make full use of silent communication means, including materials and audio-visual materials, gestures, eye contact and intuitive auxiliary tools such as objects.
3. Stimulate customers' desire for consumption.
4. Urge customers to take purchase action.
Second, the beautician should pay attention to the problems when introducing the project or product
Be warm and generous to customers and maintain a pleasant and harmonious atmosphere; Patiently answer and explain the questions raised by customers; Explain the product or care objectively in a friendly tone; Explain in a fluent and confident tone; To cooperate with the customer's understanding of the progress, don't rush to finish all the product functions in one breath. It is necessary to give customers time to think. The amount of information at one time is too large for customers to accept, but the effect is not good; Give customers the opportunity to ask questions to grasp the psychological dynamics of customer needs; Try to use the customer's evidence to illustrate the characteristics of the product and avoid personal subjective judgment; Let customers touch and feel the products as much as possible, understand the nursing steps and increase their interest in buying; Don't exaggerate when introducing, so as not to be distorted and cause customers' disgust; Whether explaining or demonstrating, we should strive to be vivid and give more examples; Customers should immediately answer questions about products (except price questions) to avoid customers losing interest;
Third, how can beauticians stimulate customers' desire for consumption?
Making customers want to spend is the key to the success of beauticians, so we should pay attention to: linking products and courses with customers' problems and real needs; Put forward the benefits of customers' use of products and care; Compare differences; Linking the potential needs of customers with products; Product demonstration. How to approach the customer actively: when the customer arrives, welcome the customer actively, look at the customer, greet the customer with warm and polite language, lean forward slightly when you are away from the guest 1.5 meters, but don't move over 15 degrees, and then use standard language: Hello, welcome, please see. Or what can I do for you? )?
How to understand the needs of customers;
1, observation method: carefully observe the actions, expressions and eyes of customers, and remember to judge people by their appearances.
2. Asking method: Ask one or two questions concisely, such as: You have been watching it for so long, I don't know what you want to do with it? Only in this way can we understand the needs of customers and then explain them in a targeted manner.
3. Listening method: listen carefully to the customer's speech, praise and nod and smile in time to express approval. Only by understanding the needs of customers can we prescribe the right medicine, and don't blindly sell it. Understand customers' worries and buying motives by observing their words and deeds. Of course, different levels of customers need different ways. In short, it is enough to be enthusiastic, sincere, patient, meticulous, comprehensive and specific to customers.
Customer Psychoanalysis: What do customers care about most? What customers care most about is not the product itself, but the effect and feeling it brings to her after use.
1. Realistic psychology: these customers pay attention to internal quality and actual effect, and most of them have medium economic income. Such customers should patiently and meticulously explain the quality and function of the products.
2, profit-seeking psychology, such customers pay special attention to affordable prices, low economic income, frugality. For this kind of customers, it is necessary to publicize the price comparison of similar products, and at the same time emphasize the powerful functions of the products to guide customers away from price concerns.
3. Innovative psychology: This kind of customers have no economic problems, have a strong sense of beauty, have the psychology of pursuing novelty and fashion, and pay attention to highlighting the trendy nature of products.
4. Brand psychology: Most of these customers are rational, with high comprehensive quality and good cultural level. These customers pay more attention to the brand's reputation in society, and should emphasize the company's cultural background and product awareness.
Fourth, the beautician's speech and behavior taboos
1. Talking without looking at the customer will expose your inner timidity and make the customer suspicious. Therefore, to overcome the fear, you should look at each other naturally when you speak, but keep your eyes moving, don't stare at a person all the time, and maintain and show confidence.
2. Don't appear nervous and inarticulate.
3. Stand accurately and don't make small moves, such as shaking your feet back and forth.
Don't look around or yawn when talking with customers, it will make you look listless and don't interrupt the customer's speech. If the beautician doesn't hear clearly or understand anything during the customer's speech, it's best to take notes and ask for an explanation after the customer has finished speaking.
5. Don't break your spoken English when you speak, and don't spit when you speak.
6. Don't talk big, get carried away, and the main points of sales promotion should be concise. It is necessary to emphasize the main features in a targeted manner. Don't list the advantages in general. The advantages should be introduced one by one, instead of summing up several points to deepen the customer's impression.
7. Don't talk about customers' physical defects.
8. Use pause correctly when speaking.
9. Try not to let customers talk? No? And let the customer talk? what's up .
5. What problems should beauticians pay attention to when presenting products to customers?
1. The beautician makes a product demonstration, so that customers can have an intuitive and concrete understanding of the features and functions of the product and avoid doubts about the product.
2. The product demonstration must be attractive enough to prove the advantages of the product and nursing course.
3. The presentation time should not be too long.
Don't rush to sell products.
Six, how to quote, how to deal with customer's price objection?
When customers ask about the price, beauticians should talk about the product price. Value first, price second? It is the most basic principle to deal with problems. First fully explain the value and quality, fully explain the benefits of products and care items, and let customers have strong interest and desire, and then talk about the price. If the customer asks the price question earlier, the beautician should not rush to answer it, and then answer the price question after explaining the main points of sales promotion. If the customer insists on answering the price question, you should not delay answering, let alone avoid answering.
1. Strengthening Advantage Method: Through the detailed analysis of products and nursing items, let customers realize that it is worthwhile to spend money.
2. Interest solution method: By emphasizing the benefits that products bring to customers, customers' different opinions on price can be solved.
7. How can beauticians seize the opportunity to make a deal?
(1) is good at reading people's minds. Once you find that customers have the possibility to buy, you should seize it immediately. How to judge the psychology of customers? In general, if the customer has the following reactions, it means that he has the intention to buy.
1. Check the product carefully and kindly.
2. Weigh the price carefully and ask if you can give a discount.
3. Put forward some objections and ask if this product is really that good.
4, deliberately picky about products, saying that this is not good, saying that there is a problem, and so on.
5. Ask you how to use it in stages or how to use it with household products.
(2) Three optimal closing periods:
1. When introducing the best advantages of products to customers;
2. Effectively solve the objections raised by customers;
3. When the customer sends a trading signal.
(3) Three principles for concluding a transaction:
Initiative, self-confidence and persistence
Initiative: 7 1% beauticians only introduce products to customers and do not require transactions;
Self-confidence: the beautician should boldly state to the customer and ask for a deal. They can't prevaricate Confidence is contagious. When you are confident, customers also have confidence in your products.
Persistence: 64% of marketers have not asked customers to reach a deal many times. (Research shows that marketers must have at least six negatives before letting customers close the deal, and it is often possible to close the deal after four to five times. When rejected, beauticians should learn to persist.
In short, in the process of sales, many efforts are needed. If the following ten points can be achieved, the sales performance will be more prosperous.
Do more things, have stronger reasons, have a smaller temper, have a sweeter mouth, speak softly, smile more, measure more, use more brains, act faster and be more efficient.
8. Avoid talking about Party B's competitors. If you talk about the competitors of Party B's enterprise, it will make customers know more about our competitors, their services and products sold, thus shifting their attention and interest to competitors, so don't talk about it. If the customer talks, you can pretend not to hear or try not to talk or talk less, and the tone seems to be understated, or? I don't know their situation, and I don't know how their products are. ? If it is inevitable to talk about your opponent, you should evaluate him fairly and objectively, and don't speak ill of him. In the process of modern sales promotion, it is extremely unwise to belittle each other and raise themselves, and even considered to be the most stupid.
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