The customers who enter the shop stay very short, most of them just go around in a circle, and many shopping guides respond, no matter how hard they try, the results are still not ideal.
Yes, customer retention is not only a common problem of home building materials sales terminals, but also a key link affecting the sales performance of terminal, and its importance is no less than the role of throat.
Before entering the store, the company will spend a lot of money to attract customers into the store. From brand promotion to store construction and market interception, it can be said that most of the current brand marketing expenses are spent on these links.
Within 3 minutes after the customer's entry, if the guide is unable to establish a basic relationship with the customer, the customer is not willing to listen to the introduction of the purchase.
So, the next product will be less effective, or even provoke resentment customers, either "I take", or around.
why are customers reluctant to listen to the introduction of the shopping guide?
- why no matter how hard it is, it doesn't work?
- why did the customers just go around?
why are customers always dealing with us "just looking at it"?
The answer is: there is a layer of "ice belt" between the customer and the shopping guide, which is an obstacle and more indifferent!
If we want to let customers stay, and be willing to listen to our instructions, we will have to break the ice, that is, how to melt the ice belt.
First, to analyze the psychological state of the customers when they enter the store, so that I can understand the behavior of the customers objectively.
When customers enter a store, they will inevitably have some mental hygiene. Usually they are unwilling to answer questions about shopping guide, and are reluctant to speak more. Because once they are worried, they may be caught up in shopping guide.
So, the best way to do it is to try not to speak, or to speak less. This situation is particularly prominent in the household durable goods.
Based on years of terminal research, combined with the psychological analysis of the above customers, the following reasons for the ice belt are summarized and analyzed, and the corresponding solutions are given for reference.
1, the wrong state of the guests, allowing customers to produce a sense of distance
Shortly before going to a furniture Plaza building materials research, suddenly came a strong rhythm ""...... Just "sound, then walked down the sound, found four aunt was at XX stores to listen to music," dong...... The sound is played in the computer.
At that time, everyone could imagine that it was quite hot. But I didn't find me coming. I turned around in the store and was about to go.
One of the aunts said, "look at yourself first!" And then I just deal with the words "I just look", so they left.
Please think about it, if you are a new customer, how do you feel? In fact, the brand name of the ceramic tile is very famous, it is still a famous brand in China.
But, in the face of the situation, do you still dare to believe their brand? At least you'll start to doubt the service of this store!
And as for what brands such as the crown said, that is a thousand miles away from the company, the emperor is far away!
In the event of what customer service problem, still need the stores to be responsible, so no matter how stressed their next shopping guide service and how well are less effective!
Therefore, greeting guests is our first impression to customers. The biggest goal is to make customers feel comfortable, and not let customers feel strangeness, doubts and distance at once.
2. The time to get close to the customer is not good
I often ask the shoppers on this question, "is the customer reception immediately?"
70% of the shopping guide is a positive answer. I asked, "how did you say the first sentence you received?" There are probably a few of these:
"Do you need my help, sir?"
"What kind of product do you need, miss?"
"What price do you need, sir?"
"Sir, take a look at it first. You need to call me at any time!"
All such questions are in "hunt for a dozen"! I also asked the shopping guide, if you are a customer, in the face of such a question, how should you answer?
The answer is often "I'll take a look at it first!" Or pretend not to hear it.
Then, there will be a "ice belt" between shopping guide and customers. Next, it will appear stiff and even embarrassed, and the difficulty will increase as well.
In fact, the customer has a certain purpose when entering the shop.
Before they have found a goal, or before they find products that are of interest to them, they can advance into the range of customers' thinking ahead of time, or even constantly introduce products, which are often rejected by their current psychology.
That is to say, the time to purchase customers is not too early, which will cause rejection. But it can't be too late. It will also make people feel inadequate and inconsiderate.
So, what is the right time? How do we grasp it again?
Generally speaking, the customers who enter the shop can be divided into two categories: one is the active customers, the other is to rush to find the target when they enter the store, or directly ask whether they have products that they need, and the second category is silent customers, who do not talk after entering the shop, but some of them are slow.
Of course, these two kinds of customers not only give some references, but also rely on the experience of shopping guide, believing that this is a basic skill of qualified shopping guide.
Relatively active customer reception, for example, a customer door seem urgent, look around, then you can fast forward: "Sir, what can I help you?"
These customers often say their needs, and then they can continue the following shopping process.
As for the second class is the most headache for everyone, for the silent type of customers must give a certain selection of space, including time space and physical space.
If you say, "Sir, what can I do for you?" That brings some pressure to the customer, causing the customer to "look at it first".
At the welcome, independent browsing space can give customers a guide for 10-20 seconds, and this time is the guide for the stage.
In general, in this short period of time, the silent customers will appear in the following cases:
looking at labels by hand.
keep looking at the same goods or products of the same kind,
look up and think about it.
seeing the goods as a guide,
walk and stop,
With the guide - eyes collide,
- I want to walk in and wander,
the speed of browsing is fast, and there is no clear target.
At this time, the shopping guide is to go forward quickly, seize this critical time, start to close to the customer.
So, in the short period of time before the reception, what should the guide do? That is how to look for an opportunity?
First of all, the shopping guide should keep a certain distance from the customer and do not keep up with it.
Second, never do things that are irrelevant to work. Chatting, surfing the Internet, eating and reading are taboo at this time, because these behaviors are hard for customers to believe that you are a standard brand.
Guide the behavior must be related to work, and the best is dynamic, so you can easy to observe the status of the customer, for convenience, for example, can change model, wipe a corner, a problem and discussion with colleagues.
3, the pressure on the customer is too big: the behavior pressure, the wrong words
What is stress? The pressure is to make the customer feel uncomfortable! What is the result of discomfort? Is to get rid of uncomfortable!
There are two reasons for the discomfort of the customers who enter the shop.
One is the most sensitive part of the customer, which is to make him pay, or to say the money is too fast.
Second is not to infringe on his private space, do not entangle, because the current customers more and more self, more and more attention to the freedom of private space.
However, based on the above two reasons, the current terminal shopping guide either speaks wrongly or physically fails to make the silent customers become more alert.
So that let them have such an idea: ignore the purchase, to quickly find the products you like, and if you don't have a quick "shift"!
So, the reception pressure is actually what we call the "goal", but is in the customer to "kick", and unaware.
The rest is either too difficult or quarrels with customers, began to look for their own products have characteristics, or blame brand awareness has a problem, in short, will find a lot of problems to complain, and to forgive your mistakes.
So how to get close to the customer is not pressure? Or to minimize the pressure?
First, as mentioned above, do not keep up with customers and keep at least 1.5 meters away from the customers. Do not obstruct the way of customers going forward. They should control their feet and do not create any obstacles to customers.
Second, talk and keep your mouth. Look at the eyes and behavior of the customers, ask questions actively, and close to the customers.
"Hello, do you need our XX products?"
"can I help you, please?"
"If you like it, you can feel it with your hands."
"What style do you like, please?"
We Chinese face looked not bow between friends or colleagues, because nothing to say, will use a pet phrase to greet each other to "eat a meal?" this is different from the western "hello" "good morning" way of greeting, is the way of life we left the rural village of thousands of years.
However, many shopping guides take these daily habits to the terminal to deal with customers: "do you see bedding products?" "do you buy furniture?" and so on.
So close to the customer's words is typically not a job, so that it is a big obstacle to our sales.
A correct approach to the opening of a customer can be used in the following ways:
"You have a good eye, sir. This is ours. Product, this style is very unique. (a compliment approach to a customer)
"Our product is very good now, miss. Let me introduce it to you." (come straight to the point, to the point)
"Hello, miss, this is the latest style we have just been on, elegant and unusual. I'll open it for you!"
"Hello, miss, this is the most popular style this year, not only showing its taste, but also making its workmanship very delicate. Here, please! I'll give you a detailed introduction." (highlight the features of the new style)
"Sir, your vision is very good, this product is the latest launch of the company, very suitable for you such a senior person, you do not prevent a subtle feeling."
"And, you can also be an occasion to explore demand" excuse me, sir / miss, your love is shallow or deep color of some?"
Then we can get a deep understanding of the customer needs and introduce the customer needs further. In this case, the first "ice breaking" was basically achieved.
This is the first step that can be carried out smoothly, and it is also an important standard to test whether the guide is qualified.
4. Barriers to silent customers and buying habits
Yes, the above points can only avoid the occurrence of "ice belt". After all, no matter how hard we try, there will always be some customers who say "casual look" or remain silent. What should we do about it?
You know, if customers don't speak, we will never get a chance, because you don't know what he is thinking, you don't know what he wants, and of course, you don't know what you should do again. At this point, the second "ice breaking" is to be carried out.
Let's see how we usually deal with it.
to deal with 1 mistakes, "no matter, you can take a look at it first!"
wrong 2. "Well, look at what you like first, and need to call me at any time!"
response to error 3 "..." (no language)
The first two kinds of responses are negative language. It implies that customers should take a look at it. The key is that once the shopping guide is approached, it will increase the difficulty to get closer to the customers. It's a natural selling behavior that is quickly lost, and it will give up voluntarily.
As for the silent deal with third, not only show the white feather, will seem awkward, customers will feel uncomfortable.
The correct coping strategies are:
First, don't care too much about the customer's "casual look."
Because it has become the way to deal with every one of us when buying, that is to say, it's our buying habit. Don't worry about what these customers say freely, and don't even bother the problem itself.
Second, we should try to reduce the psychological pressure of customers as soon as possible
Skillfully turn the topic of customers into a reason for approaching customers, and then ask customers some topics that they care more and are easy to answer, so as to achieve progress towards the positive sales process.
If this method can guide practice, can play a Killing with Kindness an occasion to force effect.
First identity customers, to alleviate the psychological pressure of the customers, and then use the excited tone of a turn, lays emphasis on a product introduction, and at the same time, the use of professional hand gestures to guide to.
Most customers will feel shengqingnanque, will go to the next step of the product introduction process, to guide customers in a product at the same time, you can also take advantage of demand to explore, more objective for product promotion.
At this time, customers are basically included in your channel, and they are willing to listen to you. The time of staying in store is beginning to lengthen, and the second goal of breaking ice is achieved.
In fact, there is no end, some guide asked: "although the use of this method, or will be rejected by the customer, how to do?" Then give you a set of methods.
First of all, don't lose heart and complain of your pride even when facing such a customer. It's normal for you to know that the customer is making such a response, so long as he has not left the store yet, you still have chances.
Secondly, the method can be used to retreat, but to let both sides face you and the customer, not only do not show your rudeness and hurt customers, customers cannot go catch; look very boring, very embarrassed.
At this point, you can say, "that's all right, sir! You choose the products you like again, and you need to call me immediately! " Remember: when you speak, be sure to smile and reflect your sincerity.
Then, enter second for state, then in accordance with the above procedure for the third "ice breaking", of course, the third "ice breaking", if you are not in front of the water to the customer, to offer you a "good tea"!
And, in this difficult to deal with customers, want better tea, the best is a hot cup of coffee or a cold drink, a cup of tea, with the customer to pry open the mouth, after all Chinese saying "eating soft in the mouth, take a short staff".
We are not trying to attract customers, but we can close your distance to the third "ice breaking".
Believe yourself, as long as you are professional enough, as long as you are sincere enough, as long as your service reflects your value, you will be able to achieve "breaking the ice", because customers are amateur, especially household durable goods, and customers' awareness is very low.
In fact, they also hope to get your professional and sincere introduction! The final summary, some people asked: "how is the realization of the" ice breaking "?
The answer is: when you feel that the customer is willing to listen to you to introduce the product, you basically realize "ice breaking".
After breaking the ice, we should quickly introduce customers to the experience of products. Customers only have to participate in the experience of products to store time, so that we will have more opportunities.
At the same time, shopping guide should explore customer needs through effective questioning method, stimulate customers' desire to purchase, guide customers to move towards the direction of purchase, and naturally enter the following transaction process.