What does shopping guide mean? What is it?

Shopping guide: usually a long-term behavior. In a sense, they are salesmen under special circumstances and terminal salesmen who directly face customers. They are stable for a certain period of time (for example, one or two years). In specific work, they leave a good impression on customers through on-site decent behavior and high-quality service, thus establishing a good brand image and corporate image, so that customers can buy on the spot or form the impulse to buy later; At the same time, the shopping guide is usually responsible for the terminal construction and maintenance of the store and properly coordinate the customer relationship. Career overview Shopping guide is literally the process of guiding customers to make purchases. Consumers often have less doubts when they enter the store, which hinders the realization of buying behavior, while shopping guide is to relieve consumers' psychological doubts and help consumers realize buying. The main duty of a shopping guide is to help consumers make decisions and realize purchases. After purchase, we should also be responsible for tracking the service (mainly by telephone) and assisting technicians to complete the final construction for consumers, so as to ensure the gradual realization of the card content and form a good word-of-mouth effect in the minds of consumers. Common doubts of consumers are: 1, price doubts: saving money as much as possible is the focus of most people's consideration on the premise of ensuring quality. 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. The emergence of professional shopping guide is the inevitable product of "buyer's market" and "channel economy". In fact, "channel economy" is closely related to "buyer's market": due to the formation of buyer's market, the position of channel terminal dealers is increasingly prominent, so terminal manufacturers not only demand resources such as price, booth and POP, but also emphasize terminal construction and delivery capacity. In order to maintain the terminal image and ensure the delivery capacity, factories often have to submit to the terminal business. On the other hand, sending shopping guides often becomes an effective weight for factories to force terminal businesses to make money, settle accounts and provide better positions. Shopping guide is an important link to complete the whole sales work and realize the exchange of goods and money. The shopping guide is the key person to realize this key leap. Getting customers to pay for the company's products is a difficult process. A shopping guide must have sufficient reasons to make customers willing to buy products and make customers feel that the products he buys are worth the money. To do this, we must explain the function of the products sold in detail and patiently, and let the customer know that this function is exactly what he needs. To do this, shopping guides need to use a lot of promotion means and skills in the promotion process. In addition, the shopping guide is the only factory staff that customers can contact. The shopping guide embodies the company image. Before the customer has a deep understanding of the product, his knowledge of the company directly comes from the feelings and impressions given to him by the shopping guide. Good shopping guide service can cultivate a large number of loyal customers and improve brand awareness for the company, and can cultivate potential markets, because good promotion service can enable customers to do the following three things: customers repeat purchases-customers-customers recommend to buy famous sales figures: 1: 8: 25: 1 influence 1 customers, which can indirectly affect 8 customers. By analogy, if you offend 1' s customers, it will also bring corresponding losses, and the losses need you to pay twice as much effort to make up. It can be seen that it is an important duty of every shopping guide to provide customers with high-quality products and satisfactory services. Marketing skills 1. The prologue repeats the brand and commodity name many times; Address customers by their own names to create intimacy; Guide to introduce yourself and let customers know about you; Create an emotional atmosphere with customers. This is an opening statement full of worries. "hello! Welcome to XXX store, glad to serve you! " The shopping guide asked, "Excuse me, what is your proper name?" The customer replied, "Just call me Mr. Wu". The shopping guide introduced himself: "Hello, Mr. Wu, I am the shopping guide of our store, responsible for your shopping guide service in the mall, and I will always serve you." Second, the most effective way to understand customer needs and recommend products ① Have you heard of our brand before? ② Choose to pay attention to brand, quality, price and style? Do you know how to distinguish superior products from inferior products? This brand is made of good materials and has sold the most recently. ⑤ Your most important question in product selection is clear, so I solemnly recommend several products that meet your requirements. Third, product introduction skills The key to introducing products is to highlight the benefits and product quality advantages. An excellent shopping guide will memorize the core points of the product information provided by the manufacturer when each new product goes on the market, so that it will be convincing when introducing the product. Most ordinary shopping guides never recite the original work, but only describe it, which will lose the beauty and characteristics of the product and cannot form a "beautiful idea" product experience. Remember, reading excellent shopping guide lines every day will soon make perfect, and your skill is extraordinary! Fourth, there is little chance that customers will turn back by retaining common words. Excellent shopping guides will generally try again to find opportunities for customers to turn back. Do you have any comments and suggestions on this service? Could you please talk about the decoration of the shop and the service of the products and express some opinions? ③ Can you leave your contact information? If these products you are concerned about have preferential activities, you will be informed as soon as possible. You can listen to this selection technique. Even if you don't buy it now, it will be good for you to buy similar products in the future. 5. The customer didn't buy it, leaving the customer contact information ① Hello, here are the product information and business cards, and the store has also prepared small gifts for all customers who come to the store. Would you please register? In addition, if you like, you can also send you some new products or promotional information through SMS regularly. You believe that we are professionals. Don't worry, whether you buy it or not, we will provide you with free consultation. Can you leave your contact information? You will be informed of any preferential activities first. You can apply to the company for a special price for these products you like. Please leave your contact information, and I will inform you then. Sales is a process. Getting the customer's contact information means that the customer is willing to include you in his choice plan, which increases the possibility of successful sales. Stores are the most important units to collect customer information, so it is necessary to strengthen the collection of store information. 6. Customer recommendation contains unlimited business opportunities. Excellent shopping guides often use customer recommendations to get many new customers, which is the secret of doubling their performance. Because of serving a customer well, customers may recommend at least five new customers. After the products are sold, excellent shopping guides should not forget to ask old customers to recommend new customers. The so-called customer chain is that the old customers continue to extend and form our new customers. Customer recommendation standard line: Thank you for your trust in our company. A successful person and celebrity like you, (or) a successful entrepreneur like you, you must have many friends around you, or (or) a popular person like you must have many friends. I wonder if there are any friends around you who also need the company's products? If so, please introduce it. Don't worry, you will definitely provide him with the same quality service ... and then find a quiet place to communicate with customers while drinking tea, so that customers can cross out unwanted products and naturally leave products with great intentions. This can quickly determine the customer's intention and improve the transaction rate. Basic quality requirements and basic qualities of shopping guides: ① High school or technical secondary school education, dignified and generous image (experience in storefront sales in related industries or working experience in service industries such as hotels is preferred). (2) clear thinking, quick response and quick tongue. ③ Possession mentality: enthusiasm, self-confidence, patience and perseverance. (4) I love my job and have a sense of ownership and team spirit. Enthusiasm is the key to opening customers' hearts. With enthusiasm, work will be vivid and effective; Only self-confidence can infect customers. Only by gaining the trust of customers first can customers be willing to introduce the products you introduced. It is necessary to strengthen service awareness, meet the actual needs of customers and their spiritual needs (customers' self-esteem and self-confidence needs), patiently answer every question of customers, and unconditionally tolerate all faults of customers; Nothing can be done overnight. You should have persistent spirit and stand up to setbacks. Editing the professional concept of this paragraph, every shopping guide should establish such a concept that there are no customers who can't make a deal, but the shopping guide doesn't know enough about customers; There are no customers who can't make a deal, but the methods and strategies of shopping guide are incorrect; There are no customers who can't make a deal, but the shopping guide can't win the trust of customers. An excellent shopping guide is not only selling products, but more importantly, selling the benefits of products to customers, and selling the sense of trust and care. To be an excellent shopping guide, we must always take the customer as the center, and the most important tasks are: to establish and trust customers quickly; Find and tap the customer's demand points. The specific time allocation ratio of communication with customers is as follows: building trust-40%; Find the demand-30%; Introduce products-20%; Facilitate the transaction-10%; Shopping guide can be divided into four levels: 1. Low-level shopping guides talk about product characteristics and want customers to buy them; 2. The intermediate shopping guide talks about the advantages of the product and lets customers know; 3. Senior shopping guides talk about the benefits of products and make customers tempted; 4. The value of the products sold by the top shopping guides proves that the products can meet the needs of customers. Professional sales staff should be good at trying to figure out the customer's psychology, but in the end, the psychology is deep and it is difficult to distinguish accurately. Therefore, the sales staff should also carefully observe the customer's behavior, analyze and judge the general character of the customer according to the behavior characteristics that the customer has shown, so as to provide services competitively. Customers with different personalities will show different behavioral characteristics when choosing and buying, mainly in the following aspects. The shopping guide is working. A: Silence: When you see that customers stop in front of a product more often, ask some soft questions, such as "What product do you like?" Then introduce this product naturally in a pertinent and down-to-earth tone, don't ramble. This kind of people seldom buy at that time, which will impress them with their favorite products. B: Steady: I am always an expert, good at asking questions and willing to talk to you. I should introduce such customers calmly, patiently and meticulously. They are often the hardest and easiest to impress customers, which depends on your persuasiveness and sales skills. C: Hesitant: We should extend a friendly hand to such people, calm their emotions, gain their trust, help them choose the right one according to their skin color and skin texture, and encourage her to try. Compliment him with compliments, and then make him make up his mind to buy with the most determined words. D: Cold and arrogant: We should do all the work that promoters should do, such as courtesy, introduction, explanation and inquiry. , and should give appropriate polite answers to his unfriendly questions, in order to stimulate them to often turn passive into active. E: Straight-forward: The shopping guide can make recommendations quickly according to his skin color and skin characteristics, encourage him to try, and then make adjustments according to his preferences. He speaks simply, acts quickly and serves well. This will enable them to buy their favorite products immediately. F: Smart type: This type of customer is impatient. While paying attention to the wording and attitude, the salesman must try not to let the customer wait. G: talkative: this type of customer likes to talk, and it is easy to hurt feelings if interrupted, so listen patiently, estimate the time and try to get the topic back to the point. H: Well-read: This kind of customers often like to show off their knowledge and pretend to be teachers to make various evaluations and explanations. The shopping guide should praise him in time: "You know so much!" Judge each other's hobbies while echoing each other and then negotiate. Me: suspicious: if you explain vaguely, it may have a negative impact. For this kind of customers, the salesman should be flexible in asking questions, grasp the other party's doubts, pay attention to specific explanations, and clarify the reasons and basis, which is still easy for customers to accept. J: shy iodine type: this kind of customers like to blush and shake easily. Shopping guides should praise and affirm from time to time to give customers confidence. Let this kind of customers feel satisfied with buying things in such a store. K: Stubborn customers: This kind of customers don't like being pointed at and always stick to their own opinions and opinions. They have their own unique vision and selection criteria. Therefore, the shopping guide should distinguish each other's views, state his own views along his direction and make suggestions. L: Easy-going type: This kind of customers are more relaxed and regard shopping as a way of leisure. He may not have a special purchase purpose this time. The shopping guide can use his opportunity to sell him, or he can politely stand by and let the customers have a look. This kind of customer purchase may be realized next time.