顾客购物学
What is shopping research? Design the billboards that shoppers actually see, make sure that every information is just right, how to place the displayed goods to make customers more comfortable and willing to browse, how to ensure that buyers can reach every corner he wants to go.
Customers do not like to be interrupted during shopping (the "interference effect" affects sales), for example, they are squeezed around when buying goods; the
goods are placed within the reach of customers (pay attention to who is the real purchase (convince the purchase)) For example, when some snacks are put in the children’s reach, the sales will go up;
knowing that the customer is going like this, how can they be sold , and only by knowing the customer’s route can we judge where to put which product, or where to put the product. attract customers;
Where buyers go, what they see, and what reactions they make are all characteristics of the shopping process.
Judgment shop sales (customer how many people buy something?)
转换率 : Shoppers to buy goods than the number of real and enter the total number of shoppers in the store, the bigger the better; the time shoppers spend on average more than 30 seconds;
拦截率: with the staff there The larger the ratio of the customers who have been in contact with all the customers who enter the store, the better; the low interception rate is one of the reasons for the poor performance of the store; do not intercept customers prematurely, rush to sell products, you need to find opportunities to increase the interception rate;
等待时间: Customers hate waiting; a factor that measures customer satisfaction. You can think of ways to make customers feel that the time is shorter;:
混淆指数Customers quickly find the goods they want; go around in the store, chaos, and finally buy nothing and leave. This is the confusion index is too high; try to reduce confusion Index;
顾客是谁？figure out who the consumer is! ! !
The simplest principle behind shopping is: human beings have some common abilities, tendencies, limitations and needs in physiology and anatomy, and the retail environment must adapt to these characteristics of people;
Cache zone (law of nature) shoppers need buffer zone because they have not entered the shopping state; do not arrange important products or activities in the transition zone, and take measures to reduce the transition zone; for example, you can arrange people in front of the door to say hello to make shoppers slow Slowly enter the state; the transition area can also provide shopping baskets, maps or coupons, or get a mirror, because people will not consciously take it; you can also break the conventional framework and extend the sales area to takeaway;
Customers need to free up one hand . Customers have too many things in their hands. There is definitely no way to buy goods. They should hand the shopping basket to the customer or find a way to free the customer’s hand; the shopping basket can also be placed in any customer needs Place; freeing up customers' hands can increase sales; for example, there can be places to store items, etc.;
billboard effect From the customer's perspective, place billboards and think about what customers are doing here? What happens if the billboard is placed here? They stand here and look, what will their eyes focus on? The reasonable way to place the billboard is to interrupt the customer's sight as much as possible and block their sight. Placing related product billboards next to the products customers browse can increase joint sales.
Design the purchase route
顾客都有向前看，向前走，右行的习惯 , so the location on the right of the store is a prime location, and the main products should be displayed;
利用最佳视线(a little higher than the eyes, go down about the knees); it is easier for people to see large, clear, and bright things;
提高回转率, Turnover rate is the number of times a shopper chooses some products from an aisle and no longer walks forward, but turns and turns back;
for example, the customer needs a chair. The demand for chairs in clothing stores is obvious. When a woman is shopping, a man waits there, and when a man (woman) is waiting, he hopes to sit down, preferably with some snacks or water.
Genetics determine the difference in shopping between men and women. Women are more closely related to shopping; men look like "lone rangers"; for
example, now that women’s status is improving, hardware stores should not be decorated purely by men, they should make women more comfortable Shopping environment (such as decoration, daily life, etc.);,
女人和女人一起购物chatting non-stop, etc.;
女人和男人购物, a man will be tired and impatient;,
女人和小孩she also needs to take care of children;,
女人与自己violent mode;
What do women want? A good shopping environment is the basis for supporting women's consumption and more consumption. Women are willing to pay for lifestyle consumption. They are only interested in the technologies they use. They are unwilling to accept various industry jargons, but only care about the practicality of these technologies.
How to make money for the elderly and children
Elderly customers want to see larger fonts, avoid yellow font colors, and store lighting brightly; stores should be for the elderly customers. The changes in the retail environment are not just for the elderly with mobility impairments. Even elderly people who can walk cannot have the flexibility of their hands and feet as they did when they were young. Product display positions are too high or too low to prevent elderly customers from buying. Seats in the rest area should be made larger so that elderly customers can sit and stand up. This detail will definitely win the favor of most elderly customers.
Store merchandise display should be accessible to children, so that they can touch, so as to stimulate their desire.
There must be toys in the store. To allow children to play with toys, an activity area can be set for them so as not to disturb their parents' shopping.
There are two sides to everything. If you successfully let the children see, model and get the products, and make the children want to get them, it will make the parents feel distressed, and they may not come to the store again next time, so balance and choose.
Shopping dynamics
How to make customers love products?
Touch . Through touch, customers are more likely to have the desire to own, and more likely to regard it as their "property".
Mirror . People like to stand in front of reflective mirrors and take photos. Stores should provide customers with enough mirrors.
Talk . Shopping guides must be able to create an atmosphere of discussion with customers, so as to attract customers to buy, usually with good performance.
Familiar . Some customers like to go shopping where they are known. Shopping guides should establish good interactive communication with regular customers to increase customer stickiness.
Promotion . Store promotions, clearance processing and other activities will stimulate customers' enthusiasm for buying.
In the shopping process, the senses are the most alluring factor in deciding the purchase. Contains: sight, touch, smell, taste, and hearing. The sensory journey in the store is an experience.
Customers only believe in what they see, smell, hear, taste, and taste. Only then can customers establish trust.
A store hasThree uniqueness::
设计Design of the store’s business premises
销售规划;: What to sell in the store
运营;: The behavior of the clerk.
These three aspects are independent of each other on the surface, but they are actually interacting.
The most important factor in determining whether a customer is satisfied with the store’s service is the waiting time . The shorter the waiting time, the better the customer experience, the longer the waiting time, the worse the customer experience.
Sometimes shortening the waiting time is impossible, but it can change the customer's perception of time.
Shop staff can communicate with them; inform customers that waiting time is limited and controllable; organize queuing work; distract customers by watching videos and other methods; have sufficient staff to serve customers in time.
Merchandising tips
顾客销售学
Six principles of influence
Sales can be associated with the six principles of influence ( reciprocity, social recognition, commitment and consistency, preference, authority, and scarcity );
互惠原则We will try our best to repay the benefits given by others. For
example, you can ask the customer to do a little favor to close your relationship, and it will be easier to talk
later ; for example, if the merchant wants to sell you a certain product, he will give you first Give some gifts, or organize some preferential activities, this is also the application of the principle of reciprocity.
承诺与一致性原则Let the customer make a promise first, and then the customer will try to maintain consistency and fulfill their promise.
喜好原则For example, if we want to sell a certain product to someone, we must first find what we have in common with the customer as much as possible, and shorten the distance with the customer, so that the customer can like us as much as possible.
稀缺原则Things are precious, and people are naturally more interested in scarce things.
For example, businesses like to use such a principle to attract consumers' attention. For example, slogans such as big sale in the last three days and 50% off on the last 20 items all use the principle of scarcity to attract consumers' attention.
Sales Skills
Note : 1. Control emotions and learn professional knowledge of serving customers; 2. Adapt to the rhythm of different shoppers; 3. Learn product knowledge (remember all products and price structures); 4. Know what competitors are doing what? (Such as rivals, product features, strategies, etc.)
20 golden rules of customer service
- Sell the product to the first customer
- Don't bring personal issues into the store
- Don't get together in the store
- Pay attention to the existence of every customer
- Don't judge people by their appearance
- Don't invade the customer's personal space
- Address different customers correctly
- Do not abuse compassion for customers
- Listen to what customers think, not just what they say
- Do not use technical terms: Do not use technical terms used by industry professionals that customers may not be familiar with
- Let customers feel that everything is in control
- Never interrupt the customer
- Customer speak means purchase
- Communication should be two-way: For those customers who don't say a word, letting them talk is the easiest way to promote a deal.
- Let your customers like and trust you: The easiest way to make customers like you and trust you is to let them talk; and this will also conform to the "Preference Principle" and bring your relationship closer;
- Always look professional: well-dressed, friendly, polite and other professional behaviors can give customers a good first impression. If you are not even familiar with the price list, it will give people a rookie feeling, so that others will not trust you and feel that you are unprofessional, and will make you find more professional people;
- Take control of the situation: Be prepared to help you control the situation in any sales process.
- Good at finding buying signals
- Sell enthusiastically, whether you like it or hate it
- Dance to different music
Do you often encounter this situation? People who come in, when you go up and ask, others just say, I just look at it casually. If you ask again, others will be very impatient, or they will run to the other side obediently, so that the customer does not complete the transaction, also No temptation to make a deal! ! ! The following is to explain how to avoid this embarrassment and complete the skills of the commodity transaction! ! !
The opening statement must not involve sales
Customers are naturally wary of salespeople! ! ! Let customers chat with you! ! ! shorten the distance
Try to be humorous and creative to make the questions more interesting;
effective opening remarks have nothing to do with sales (when customers come in, don't involve the words buy, sell, or money, just ask what to watch? What do you like? What are you paying attention to recently?) , Throw creative, different, and witty questions;
avoid asking questions that are simply answered with "yes" or "no". It is difficult to suggest in-depth relationships for such questions. It is the principle of preference that has been said before, and cannot be pulled
Get closer to you; or ask the other party to do a little favor ( 互惠原理), close the distance, touch the defense, and then start;
处理多个客户的开场白：when you are greeting a customer A, and suddenly a new customer B comes in, you can verbally negotiate with A and talk to the current customer A Say, can you help me, I'll say hello to customer B who just came in. If he promises you, you are equal and you have a promise ( 影响力六大原则-承诺一致); then customer B also uses this trick! ! ! Switch back and forth! ! !
The secret of buying motives The
opening remarks are universal, and maybe you know what the customer wants to buy! ! But there is no guarantee that the final sale will succeed;
- Discover the bottom-most purchase motives of
customers. Find the differences between customers, understand the potential reasons for their purchases (dig deeper into their needs), and recommend suitable products or alternatives to increase the chance of a deal.
- The ultimate skills for asking questions (the more you know about customers, the more you can help them choose the right products, and you can also recommend some accessories or additional products)
开放性，事实发现性的提问: Good questioners need to make good use of words: who, what, where, why, what When, how, tell me to ask, get a complete answer with a lot of additional information; slowly it becomes clear why the customer wants to buy this thing.
从不问顾客的预算, The job of sales is to create customer demand and sell what customers really want in line with value, rather than asking customers how much they want to spend? How much do you need to spend? The intangible hinders customers from buying things that meet their values. Haven't you seen that a person who is only willing to spend a few dozen ends up buying a few hundred or thousands of things?
- Q&A likes : Ask a question, after the other party gives a response, please like it first; after the like is finished, ask the next question, because everyone chats and hopes to be affirmed ("social recognition") and response, which is also conducive to establishment Relationship of trust ("Preference Principle").
Look at two different cases, case 1 error demonstration
- Logical order of inquiry : The best way to ask questions is in a logical order, otherwise it will be messy. Generally, ask broad questions first, then specific questions;
Demonstration routines After the
inquiry is completed, the detailed information of the customers has also been learned, and the follow-up is the demonstration, and quickly enter the "performance state" to meet the needs of customers.
- Demonstrating the value of goods to customers There are
two reasons for customers to sell things: trust and value. Trust is established in the process of inquiry, and demonstration is the process of showing value.
There are two main goals that need to be achieved in the demonstration: one is to suggest the value of the product in the mind of the customer; the other is to stimulate the desire to own the product immediately in the mind of the customer.
- Successful demonstration skills A
把重要的买点留到后面介绍
让顾客参与进来
customer has a buying mission in a shopping mall. What sales have to do is to meet his needs, make him fall in love with this product, and promote his mission of shopping.
- FABG Ultimate Presentation Skills
- In the process of inquiry, it is found that certain characteristics of the product can meet the needs of customers. At this time, the most important thing is to demonstrate the characteristics, advantages and value of the product according to the needs or desires of the customers. This requires FABG to demonstrate the skills, features-advantages-value-rhetorical questions, a way to organize your thinking and enthusiasm for the product and pass it on to customers;
- The "expert" customers who can ruin the business sometimes bring a friend or relative, girlfriend, etc., but sometimes these "experts" often give some negative opinions, so what about these "experts"?
The most important tip is to point out to the customer特点, ,优点,价值threw asked the "experts" in order to gain recognition "experts". (Need to come up with a professional level!!)
Trial deals and additional sales
- Exploring the golden rule of closing-additional sales
- Effective steps to test the deal
第1步：您是否觉得......
第2步：增强效果的形容词
第3步：合适的附加产品
第4步：假设拥有
第5步：必须拥有
Principles and techniques for handling objections
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Reasons for customer objections
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How to deal with customer objections
第一步：倾听完整的异议
第2步：承认异议
第3步：请求许可后再继续
第4步：您喜欢它吗【价值】
第5步：错误检测
第6步：向顾客询问价格
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Problem detection strategy In the face of customer disagreements, it is necessary to detect the real reason that bothers customers; to do this, we must re-examine FABG.
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When customers complain about overpriced
Let customers proactively say purchase
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10 basic skills to promote orders
1.二选一促单法：
2.反问促单法：
3.主动促单法：
4.附加促单法：
5.第三方参考促单法：
6.假定成交法：
7.订货单促单法：
8."极限低价"促单法：
9."非常手段"促单法：
10.处罚促单法： -
How to respond to customers' discount requirements
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Handover sales
Confirmation and invitation
- Reason for return
- Please visit again
Reference
"Six Principles of Influence", "Why Customers Buy", "Sales Brainwashing", "Supermarket Store Pricing Strategy and Category Management"