Make customers satisfied.
The formation of customer satisfaction is mainly influenced by customer expectation, customer perceived product value, customer perceived service value and customer purchase cost.
Experience, experience, word of mouth, seller's commitment, competitor information, etc. Constitute customer expectations. If the value of products and services perceived by customers is higher than expected, they will be satisfied and repeat the purchase. Visible, in the case of unchangeable product value, the service value embodied by shopping guide is how important it is to improve customer satisfaction.
Service quality mainly includes technical quality, that is, output quality (products and gifts), which is objective, and functional quality, that is, process quality (attitude, dress, words and deeds), which is subjective and reflects the personal quality of shopping guides.
Customer's evaluation of service quality is based on five aspects: reliability, responsiveness, safety, empathy and substance.
If customers are very satisfied with the above five aspects, then the shopping guide provides customers with what we call "quality service". Excellent service means that the customer feels that the service quality based on the above five aspects is greater than his expected service quality. The process of this psychological activity is dynamic. The perception of what you see and hear is the continuous accumulation of customers. Quality service is an important source of customer satisfaction, and the pursuit of quality service is endless. [3]
Training shopping guide team
1: knowledge
The knowledge structure needed for a successful shopping guide: ① enterprise knowledge: product line and its length, depth and width; Corporate culture, history and vision. ② Product knowledge: Very familiar with the performance, characteristics, operation demonstration and maintenance of each product; Understand and master the company's product-related business policies. 3 marketing knowledge: how to do brand promotion activities. ④ Psychological knowledge: Understand the purchasing psychology of customers. ⑤ Public relations etiquette knowledge: how to communicate with people and how to show your image.
The shopping guide plays a very important role in the process of customers' purchase: first of all, he is a service expert and marketing representative (organizer), who can guide customers to shop. Secondly, he should be the representative and ambassador of the customer's position, consider the customer's needs, and let the customer perceive from his words and deeds that the product is the most suitable for him. Role positioning is a very important part of shopping guide skills. Successful shopping guide also needs to master a series of basic skills such as product demonstration, operation skills and communication skills.
Because the standard of quality service is endless, the improvement of shopping guide skills is closely related to every shopping guide. Today's quality service is not necessarily tomorrow. How to improve shopping guide skills? This may be the most concerned issue for shopping guides, including successful shopping guides.
First of all, we should be prepared before shopping guide.
The initiator, influencer, decision-maker, buyer and user of the purchase must understand what the customer says and does, so as to find the breakthrough point.
Secondly, we need to thoroughly understand the customer's buying process.
Need to know, collect information, choose, plan evaluation, purchase decision, post-purchase behavior, these are the basis of upgrading skills. Only by truly understanding the customer's purchase process can we provide different services with the progress of the customer's purchase process.
Third, program some basic shopping guide processes.
Fourth, roughly grasp the performance of the product.
Fifth, let customers rely on the company's products.
2. Personnel training
Because the turnover of shopping guide personnel is relatively fast, the personnel are relatively young, the level of cultural knowledge is not high, and most of them graduated from high school and technical secondary school, so terminal shopping guide training is very important. Shopping guide training includes internal personnel training method, external teacher training method and participation in enterprise external training method. In order to achieve long-term training effect, enterprises must have their own training system and training team.
3. Training institutions
Shopping guide training teachers in the industry are mixed and have their own characteristics. When choosing training lecturers, enterprises should not only pay attention to how many customers they have trained and how long they have trained. Sometimes the most popular teacher is not necessarily the best. Think of some teachers who lecture for 300 days a year and repeat the same content. Can he provide special services according to your actual situation?
In addition, there are teachers who only have training skills, can't develop courses and can't build a training system. In addition to this kind of training, it is difficult to serve enterprises in depth for a long time. Enterprises should choose institutions and teachers according to their actual situation.
There are many terminal shopping guide training institutions in the industry, many of which are teachers with traditional channel backgrounds. Guangzhou Baichuan Road Consulting, as a shopping guide training institution with an international retail background, deserves attention. Teacher Dai Chunhua's teaching ideas are novel, the classroom is active, systematic and innovative. The "Bottleneck-free Terminal Trading Skills" has been rated as a sales book by the industry and has been warmly welcomed by students. [4]
Doubt aspect
1, price doubt: under the premise of ensuring quality, saving money as much as possible is the focus of most people's consideration.
2, quality doubts: afraid of being deceived, quality can not be guaranteed.
3. Effect doubt: Whether the effect can be achieved is also a major concern of consumers. [5]
How to do a good job
Most people choose shopping guide for two reasons: first, they have low academic qualifications, and there is still a considerable distance and gap from the requirements of office buildings, while most enterprises have low requirements for shopping guide and are easy to get started; Second, just graduated, it is difficult to find a job and there is not enough porridge. In this case, first apply for a shopping guide with the idea of "riding a donkey to find a horse", and then do it first.
This group has a * * * mentality, and most employees simply understand work as just working to earn money, which has entered a misunderstanding, which is often manifested in the following forms:
(1) Holding the psychology of working: I will do as much work and effort as my boss gives me. I only do my own work. I don't care about the work outside of work, and I won't participate. There is a mentality of "working less and earning". If the salary is higher, I will jump ship at any time.
(2) Inferiority: I think that shopping guide is a job with low level and low salary, so I think my shopping guide work is a "three noes" job with no future, no hope and no opportunity. There must be a shadow of inferiority when I think of it, and even some pessimism.
(3) The psychology of not meeting talents: I have a college diploma or even a bachelor's degree, and I am a talent. However, the company has always put itself in a small position of shopping guide. Neither the company nor the boss gave themselves an opportunity and platform for development, and they complained blindly, and their attitude and enthusiasm for work gradually became negative over time.
The external cause of everything is determined by the internal cause. In this state of mind, even the best training effect is short-lived. The reason for the poor training effect has been found. How to treat it? Heart disease still needs psychological treatment, and establishing a correct career view of shopping guides should start from four aspects.
3. Establish a correct professional outlook.
Step 1: Let the shopping guide know "Who do you work for?"
When it comes to this question, many people may blurt it out. Do you need to ask? The company belongs to the boss, the shop belongs to the boss, and of course it works for the boss. This is what most people know. Shopping guides work every day not only to make a living, but also for things other than wages. We can't let them look back at the road they have traveled in a few years and find that except for getting older, their heads are empty and their pockets are empty.
Step 2: Let the shopping guide realize something more valuable than salary.
The reason for the above situation is the lack of a deeper understanding of part-time job and salary. Shopping guides often think that the enterprise is the boss, and they care more about how much salary they can get this month and how much commission they can get next month ... Although earning salary should be one of the purposes of shopping guides, what they really get at work is not the number printed on the salary slip. What is more important than salary? "Ability and goal are more important than money", it will not be lost or stolen. If today's shopping guide work is regarded as the starting point and platform for future development, then this seemingly ordinary and ordinary job contains a lot of knowledge and experience necessary for personal growth and promotion.
Step 3: How to improve the shopping guide ability? The first is the change of concept. "If you don't work hard today, try to find a job tomorrow" is a representation of your daily work and life. Enterprises should give brand-new cognition and change to shopping guide work, regard career as a career and store as a stage for their growth and promotion, then shopping guide work will become the most pleasant thing. Looking at the store from the boss's point of view, paying attention to the operation and development of the store from the boss's point of view, and constantly learning how to treat the shopping guide as a store owner is not only
Step 4: Make a reasonable career plan for the shopping guide.
As a shopping guide, you should not only improve your skills, but also give yourself a clear career plan. Planning is divided into long-term goals and short-term goals. For example, there should be a quick breakthrough in the position. What is the long-term goal to do in the future? Set a direction and work hard in this direction.
Training is two-way. In order to achieve satisfactory results in the training, we must first open the heart of shopping guide, the state of mind determines the state, the state affects the behavior, and the behavior leads to the result. We should put ourselves in their shoes, consider them, guide them and plan for them. Training by command and compulsion is the same as forcing tauren not to drink water.
In today's increasingly fierce terminal competition, the most difficult and important thing is how to deal with customers. What is needed is highly specialized consultants, not simply "selling machines and clothes hangers". The training of shopping guides must be routine, scientific, systematic and step by step. Through a series of intensive training, we can build a group of well-trained and effective teams to serve our target customers better and more professionally, and finally form a win-win situation for enterprises, customers and employees.
Shopping guide trilogy
Step 1: greet and receive customers warmly and thoughtfully, communicate with customers as soon as possible, show professional image (neat uniform, use Mandarin, introduce yourself), treat customers politely (smile, stare, polite language), keep a certain distance (leave customers a certain space and time), and take care of their peers;
Step 2: Communicate (discuss) with customers wholeheartedly, be confident in contacting customers, be careful in observing customers, be sincere in caring for customers, be tempted by interests, be careful in product display, be patient in communicating with customers, grasp customers' curiosity, make good use of customers' herd mentality, handle objections carefully, and have a normal mind about customers' purchase decisions;
Step 3: Promote the purchase. Seize the opportunity of the transaction, skillfully promote the purchase, testing, inspection, invoicing and assistance in payment, seeing off customers and returning to customers.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful shopping guide.
Main shopping guide methods
On-site shopping guide: mainly carried out by special personnel in various shopping places.
TV shopping guide: through various forms of TV programs.
Online shopping guide: This is a new way of shopping guide. Large shopping websites provide relevant information, which is refined by professional websites and provided to consumers.
2 shopping guide network editor
narrow sense
It is a website named "shopping guide website" and "shopping guide bar website".
Shopping guide network was born in May 2005. It is an interactive shopping guide platform jointly created by several people who love the Internet. The shopping guide bar was established in July 20 13. Is a new website, focusing on the online shopping guide platform of boutique life.
The members of the shopping guide network have reached hundreds of thousands. There are many white-collar workers who want quality of life and rational consumption, high-end people who like to patronize luxury brands, and campus families who seem to be cash-strapped, but "shopping" does not lose others. All belong to DG family members, know how to enjoy shopping and are willing to share this fun with others! Online shopping guide will be the big trend in the future.
Shopping guide network has a variety of print media combinations. In the column of "New Newspaper" and "New Fashion" (every Thursday) of Wenguang Group, there is a column of shopping guide network; In the earliest DM newspaper "Metro Wind" of Shanghai Metro, there is also a special page of shopping guide network. DM Pictorial of Jiefang Daily Group-Fulai is also a content partner of the shopping guide network.
The shopping guide bar mainly provides online shopping guide service for clothing, shoes, hats, beauty cosmetics and skin care products, and mainly provides a free and safe online shopping channel for friends who like Taobao shopping.
broad sense
Refers to the website with shopping guide as the main content. This kind of website itself does not realize the transaction, but guides the buyer to shop on the real shopping website easily and happily through the shopping guide, and collects the intermediary fee or commission in the service of the shopping guide. It is also a station that consumers trust.
The generalized shopping guide network is an extension and supplement of professional shopping websites and an indispensable link in the online shopping industry chain.