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门店8招必杀技!
2019-01-16    阅读人数:1359

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成交率不高,为何呢? 小白来给大家支支招!


尽管门店的顾客熙来攘往,但成交率不高。这是为何呢?其实,原因不在于商品质量不好,也不在于顾客挑剔难伺候,而在于导购员没有准确了解和掌握顾客购物过程中的心理变化,没有对顾客进行相应的消费引导。那么,小白来给大家支支招。

Although the stores are bustling with customers, the turnover rate is not high. Why is that? In fact, the reason lies not in the poor quality of the goods, nor in the difficulty of customer criticism, but in the fact that the purchaser does not accurately understand and grasp the psychological changes of customers in the process of shopping, and does not give corresponding consumer guidance to customers. Then, Eilie will give you a weapon.


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一、观察


当顾客想要购买商品时,他除了会浏览门店的环境设施、商品陈列、电视演示、各种宣传资料以及POP(Point Of Purchase,卖点广告)外,更多的是环视货架上陈列的商品。当他发现了自己感兴趣的商品时,就会驻足观看。

从购买过程来看,这属于顾客购物的第一阶段,也是最重要的阶段。如果顾客在浏览过程中没有发现自己感兴趣的商品,而导购员又未能通过一定的方式引起顾客对商品的注意,那么购买过程就会至此中断;倘若导购员能够引起顾客的注意,那么就意味着销售工作成功了一大半。因此,当有顾客伫立在货架前注视某一商品时,导购员应立即主动上前跟顾客打招呼,同时通过适当的询问来了解和判断顾客的购买意图。

1、observation

When a customer wants to buy a product, he browses the store's environmental facilities, commodity displays, television demonstrations, various promotional materials and POP (Point of Purchase, point-of-sale advertising), but also looks around at the goods on the shelves. When he finds something he is interested in, he stops to watch it.

From the purchase process, this is the first stage and the most important stage of customer shopping. If the customer does not find the goods he is interested in during the browsing process and the Purchaser fails to attract the attention of the customer in a certain way, the purchasing process will be interrupted; if the purchaser can attract the attention of the customer, it means that the sales work is half successful. Therefore, when a customer stands in front of the shelf to look at a certain commodity, the guide should immediately take the initiative to greet the customer, and through appropriate inquiries to understand and judge the customer's purchasing intention.


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二、产生兴趣


当顾客驻足于某一商品前或观看POP上的信息时,可能会对商品的价格、外观、款式、颜色、功能等中的某一项产生兴趣或好奇感,进而会触摸或翻看商品,同时还可能会向导购员询问一些他关心的问题。这时候促成顾客购买的因素主要来源于两个方面:商品,如品牌、广告、促销等;导购员,如导购员的服务使顾客感到愉悦。

2、Interest

Interest When a customer stops in front of a product or watches the information on a POP, he may be interested or curious about one of the price, appearance, style, color, function of the product, and then touches or flips through the product. At the same time, he may ask some questions of interest to the purchaser. At this time, the main factors contributing to the purchase of customers come from two aspects: commodities, such as brand, advertising, promotion, etc., and the service of a purchasing guide, such as a purchasing guide, makes customers feel happy.


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三、联想


当顾客对某一商品产生兴趣时,可能会用手触摸和从各个不同的角度端详商品,进而联想到自己使用它时的情景,如:此商品将会给我带来哪些益处?它能帮我解决哪些困难?我能从中得到哪些享受?这个联想阶段非常重要,因为它直接关系着顾客对商品是否满意、是否喜欢、是否需要、是否会购买。而且在这个阶段,顾客的联想力是非常丰富而又飘忽不定的。因此,在顾客选购商品时,导购员要使用各种方法和手段帮助顾客提高他的联想力,以促进销售的成功。

3、Association

When a customer is interested in a product, he may touch it by hand and look at it from different angles, and then associate it with the situation when he uses it, such as: What benefits will this product bring to me? What difficulties can it help me solve? What kind of enjoyment can I get from it? This associative stage is very important because it has a direct bearing on whether the customer is satisfied with the product, likes it, needs it, and will buy it. And at this stage, the customer association is very rich and erratic. Therefore, when a customer chooses a product, the shopper should use various methods and means to help the customer improve his associative power to promote the success of the sale.


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四、产生欲望


顾客产生联想之后,接下来会产生一种将这种商品占为己有的欲望和冲动。当顾客向导购员询问某种商品,并把商品前前后后、左左右右仔细加以端详时,通常表示他已经非常感兴趣,并且有购买的想法了。与此同时,他又会产生这样的疑虑:“有没有比它更好的商品呢?”这时候,导购员一定要抓住时机,通过细心观察,揣摩顾客的心理,进一步介绍其关心的问题,提高顾客的购买欲望。

4、Produce desire

After the desire to associate with the customer, there will be a desire and impulse to take the product for themselves. When a customer guide asks a buyer about a product and carefully examines it back and forth, left, right and left, he is usually very interested in it and has an idea to buy it. At the same time, he will have such doubts: "is there anything better than it?" At this time, the buyer must seize the opportunity, through careful observation, guess the psychology of customers, and further introduce their concerns, improve the desire to buy customers.


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五、比较权衡


购买欲望产生后,很多顾客并不会马上采取购买行动,他们常常会进一步比较选择,比如他们可能会仔细端详其他同类商品,也可能从店里走出去,过一会儿(也可能是几天)又回到店里,再次注视该商品。此时顾客的脑海里会浮现出很多曾经看过或了解过的同类商品,然后在这些同类商品间进行更详细、更综合的比较分析(比较的内容包括商品的品牌、款式、颜色、性能、用途、价格等)。比较权衡阶段是顾客决定购买与否的关键阶段。有的顾客会在比较权衡后放弃购买这件商品,有的顾客会作出购买决定,还有的顾客会在这时犹豫不决,拿不定主意。因此,这一阶段是导购员表现的最佳时机——适时为顾客提供一些有价值的建议,供其参考,帮助其下定决心。

5、Comparative tradeoff

After the desire to buy, many customers do not take immediate action, they often make further choices, such as they may carefully examine other similar products, or may go out of the store, and later (or maybe a few days) back to the store, looking at the product again. At this point, customers will come up with a lot of the same kind of goods that have been seen or understood, and then carry out a more detailed and comprehensive comparative analysis among these similar goods (the comparison includes the brand, style, color, performance, use, price, etc.). The trade-off stage is the critical stage for customers to decide whether to buy or not. Some customers will give up buying the product after a comparison, some customers will make a purchase decision, and some customers will hesitate at this time, uncertain. Therefore, this stage is the best time for the shopper to perform - timely to provide customers with some valuable suggestions for their reference, to help them make up their minds.


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六、信任


顾客在脑海中进行了各种比较和思想斗争之后,往往会征求导购员的意见,一旦得到满意的答复,大部分顾客就会对该商品产生信任感。

一般来说,影响顾客信任感的因素有以下三个:

(1)相信导购员:导购员的优秀服务让顾客产生愉悦的心情,从而对其产生好感;顾客对导购员的专业素质(主要是商品专业知识)非常信任,尤其是对其提出的有价值的建设性意见表示认同,从而对其产生信赖感。

(2)相信门店:大多数顾客(尤其是中老年顾客)都比较注重门店的信誉,对一些老字号的门店比较信赖,因为这些门店信誉好、服务好、管理好、处理问题及时,使顾客有很强的安全感。

(3)相信商品:很多顾客都偏爱名牌商品,因为名牌商品品牌好、质量好、口碑好、售后服务好,所以能在很大程度上赢得顾客的信赖感。

此时,导购员的接待技巧、服务用语、服务态度、专业知识就显得非常重要了,因为这些直接关系到导购员能否当好顾客的参谋,使顾客产生信任感。

After all sorts of comparisons and ideological struggles in the minds of customers, they often consult with their supervisors. Once they get a satisfactory answer, most customers will have a sense of trust in the product.

Generally speaking, there are three factors that affect customer trust:

(1) Believe in a shopper: the excellent service of a shopper gives the customer a pleasant mood and a favorable impression; the customer has a great faith in the professional qualities of the shopper (mainly commodity expertise), especially in his valuable and constructive opinions, thus creating a sense of trust.

(2) Believe in stores: Most customers (especially middle-aged and elderly customers) pay more attention to the reputation of the store, and trust some old-fashioned stores, because these stores have good reputation, good service, good management, timely handling of problems, so that customers have a strong sense of security.

(3) Believe in Commodities: Many customers prefer brand-name goods, because the brand name, good quality, good reputation, good after-sales service, so to a large extent can win the trust of customers.

At this point, the reception skills, service language, service attitude, professional knowledge of the shopper is very important, because these are directly related to whether the shopper can be a good customer counselor, so that customers have a sense of trust.


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七、决定行动


行动阶段即顾客决定购买商品并付诸行动,比如顾客说:“小姐,麻烦你帮我拿一款新的。”此时导购员应迅速按照顾客的要求为顾客拿取商品,并把商品包装好,不要耽误顾客的时间。

The decision-making stage is when a customer decides to buy something and put it into action. For example, a customer says, "Miss, please help me get a new one." At this time, the purchaser should promptly take the goods for the customer according to the customer's requirements, and the goods are packaged well, do not delay the customer's time.


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八、满足



顾客做出购买决定还不是购买过程的终点,因为顾客在购买后还可能发生一些不愉快的事情,比如在交款、包装、送客时导购员若有不周到之处,很可能会引起顾客的不满,甚至发生当场退货的事情。因此,导购员要自始至终保持诚恳、耐心、热情的服务态度,直至将顾客送离门店。

一般来说,顾客的满足感主要来源于以下三个方面:

(1)顾客购买到了称心如意的商品后所产生的满足感。

(2)顾客对导购员的亲切服务所产生的满足感。

(3)顾客在商品使用过程中产生的满足感。这种满足感在顾客购买商品一段时间后才能体现出来,即顾客会通过自己的使用或家人、亲友对其购买商品的看法来重新评价所作出的购买决定是否明智。这种满足感直接影响着顾客的重复购买率。

Satisfying the customer to make a purchase decision is not the end of the purchase process, because the customer may also occur after the purchase of some unpleasant things, such as payment, packaging, seeing off the buyer if the guide is not thoughtful, it is likely to cause customer dissatisfaction, and even the occurrence of on-the-spot returns. Therefore, the shopper should maintain a sincere, patient and enthusiastic service attitude from beginning to end, until the customer is sent out of the store. Generally speaking, customer satisfaction mainly comes from the following three aspects: (1) customer satisfaction after purchasing a satisfactory product. (2) customers' satisfaction with the kind service provided by the shopping guide. (3) customer satisfaction in the use of goods. This satisfaction is reflected after a period of time when the customer buys the product, that is, the customer will reassess the wisdom of the purchase decision made by his use or the views of his family or friends on the purchase of the product. This satisfaction directly affects the repeat purchase rate of customers.