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How to kick the door well in building materials shopping guide
In the recent market visit, the author found a strange phenomenon: obviously, the product knowledge of the two shopping guides is not bad, and the mode and idea of product introduction are almost the same, but the final signing rate is quite different. For example, Xiao Li of a brand ceiling signed seventeen orders last month, while Xiao Zhang only signed five orders; Xiao Zhang of B brand furniture store signed three orders, and Xiao Zhao, who works together, signed twelve orders. C brand floor ...
What's the problem?
A brand ceiling found in the store
Xiao Li and Xiao Zhang, colleagues of a brand ceiling, entered the store together and received the same training. After a few months, their performance was quite different. Xiao Li, who is honest and frank, is straightforward and frank, and dares to say and do. He is very keen on introducing products and often drives customers into it. He insisted that every customer must sign the bill after entering the store, otherwise he would never let go, so the transaction rate was high. Xiao Zhang is gentle, introduces products in an orderly way, is well-founded and has very flexible thinking. He often uses his rich knowledge to bring customers to a special field, which makes them open their eyes and constantly praises Xiao Zhang as an expert in this industry, but the final signing rate is relatively low. It stands to reason that two people belong to different styles and complement each other. They are all rare good shopping guides, but their performances have shown the above differences. What is the reason? After two weeks of in-store observation, the author finally found that the original problem appeared at home.
A Brief Analysis of One Foot at the Door
"One goal" was originally a football term, meaning that the ball was passed to the striker through the goalkeeper and midfielder, and finally the striker shot with one foot. The same complete sales is like an excellent team playing football, but the difference is that the shopping guide undertakes all the functions of a team member, and constantly promotes the whole sales process from the moment the customer enters the store, and pushes the customer to sign the bill step by step.
In fact, the process of a shopping guide receiving customers is a process of mutual game. In this process, the shopping guide has been in the layout, guiding customers to finally clinch a deal, and customers are constantly understanding and analyzing a series of factors such as products, brands, prices and shopping guides. At the same time, these factors are compared with their actual needs to decide whether to trade. In terms of sales, shopping guides are basically prepared. They contacted too many customers, and most of them summed up various skills and methods, which should be said to occupy a certain advantage.
As a qualified and excellent shopping guide, the most basic job is to sign the bill, that is, to kick the door well. This is the final result of the sales process. Pre-business preparation, pre-business communication, product introduction, scheme formulation, budget formulation and other links are all preparations for signing the bill. If the bill is not signed in the end, it can be said that all the previous efforts are in vain. Although this is an obvious fact, in the actual sales process, there are many shopping guides who can't kick the door. Many shopping guides who can't sign the bill will give themselves a reasonable reason, such as "I have said everything, but what can I do if the customer just doesn't sign the bill?" ; "The customer said to go home to discuss with his wife and come back in a few days"; "The customer said that it has not been renovated yet, and now it has just come to have a look"; "Our products are too expensive for customers to buy"; "We have too few colors to be liked by customers"; "The customer said that he had just seen our house and wanted to compare it again" ... Are all these reasons valid? Is that really the case?
Analysis: Why didn't you kick the door well?
After a period of market research, the author found that the reasons for not kicking the door are basically the following:
First, lack of consciousness.
During the reception, many shopping guides didn't even think about promoting orders. I have said what they think should be said, and I have said what should be said. If the customer likes her, she will sign the bill naturally. If she doesn't want to sign the bill, it's no use talking about it. This kind of shopping guide is the majority and extremely passive shopping guide, which needs more guidance to break their rigid thinking. If they can't change, they can only be eliminated.
Second, I'm sorry to kick the door.
In the communication with the shopping guide, some people are embarrassed to urge customers to sign the bill. Do they think this is some kind of forced consumption? Is it inconsistent with our brand positioning? Will it cause customers to resent and lead to customer loss? This kind of shopping guide has a certain awareness of promoting orders, and its problem is that it is too timid. We must encourage them and help them reduce their psychological burden. After several attempts, they should become an excellent salesperson. Xiao Zhang of a brand ceiling belongs to this kind of person.
Third, the door won't kick.
We found that some shopping guides couldn't kick the door well because they couldn't kick the door well, but this awareness was very strong and they took action at the same time. This kind of shopping guide has a strong sense of signing bills and is a good seed for excellent shopping guides, because he is aggressive and dares to say and do it. For this kind of shopping guides, we should do more training and help them find ways, not only to let them do the right thing, but also to let them do the right thing. Xiao Li, a brand ceiling, is very conscious of the last goal, and of course he can play it well.
How to kick the door?
How to kick the door is effective? According to long-term observation and practice, I think there are mainly the following ways:
First, take the initiative to recommend and help customers choose.
In the process of building materials sales, the author found that many customers are not clear about their actual needs, and some customers often hesitate to know which is the most suitable for them. Faced with this situation, the shopping guide must know all kinds of necessary information of the customer in time, recommend two products suitable for him according to the actual situation of the customer, and finally help him choose one.
Common words: 1. According to your actual situation, both A and B are suitable for you. Which one do you like?
According to the previous customer's choice, I think A is more suitable for you.
……
Second, take the initiative to ask customers to pay a deposit.
After the customer's favorite goal or customer's demand is basically determined, the shopping guide must take the initiative to ask the customer to make a deal, otherwise many customers will not give us the money on their own initiative. Because many customers will delay or want to visit other brands, which will lead to a big sleep. Once a customer leaves your store, it is likely that this customer will be lost.
Common words: 1, pay the deposit first, send a designer to your door in a day or two, and make the renderings as soon as possible.
2. Will you pay by cash or credit card?
Please sign for confirmation (after billing).
……
Third, use preferential policies to urge customers to sign bills.
In the large-scale promotion activities such as 3. 15, 5. 1,1,New Year's Day, it is the best time for brands to grab orders, and it is also the most intense period. At this time, the attraction of preferential policies is also the best time to promote transactions.
Common words: 1. Our activities will be over in one day. Go through the formalities to get a name first, and I can arrange a measuring ruler for you right away.
The discount of our activity is the biggest this year. If you book now, you can save more than 3000 yuan. Let's do it at once.
There are still three places in this activity. Let's sign a bill to occupy these places, or there will be no chance at once.
……
Fourth, make use of the finiteness and urgency of the product to urge customers to sign the bill.
In terms of sales, some products are limited for special supply, some need a certain order cycle, and some are still in stock. Shopping guides should learn to use these resources and reasons to urge customers to sign the bill.
Common words: 1, this wooden door has the last two sets. When it's sold out, we'll change it to another style. Let's pay the reservation fee now and go through the formalities.
2. The ordering period of cabinets takes one month. In order not to delay your renovation, you must decide today. I will place an order for you this afternoon.
It happens that there is a set of sofas in stock in our warehouse. Now we can deliver the goods to you tomorrow after completing the formalities.
……
Fifth, ask why we should dispel customers' doubts and urge them to place orders.
In the process of taking orders, some customers will take the opportunity to leave after learning about the products, such as "I'll go home and discuss with my wife before coming back", "I'll compare", "I'll decide in a few days" and "your products are too expensive". At this time, it is necessary for the shopping guide to ask more questions, understand the real thoughts of customers, dispel their doubts and urge them to sign the bill as soon as possible.
Common words: 1. Do you think our price is beyond your budget or compared with other brands?
You can't decide whether you are dissatisfied with our service or products today.
3. What are the main aspects of comparison?
……
summary
For shopping guides, to have consciousness and ability, attitude and consciousness are the first, and then ability. If you want to be an excellent terminal shopping guide, you must have this momentum and dare to say and do it. Only when you kick it away can you finally become single. The day before yesterday, the author paid a return visit to a customer who didn't make a deal and asked him why he didn't decide on the A brand but the B brand ceiling. The customer's answer is simple: I decided because brand B asked me to do so.
Just like the manager of a brand said: As long as the customer comes, we will hold her down and prevent her from going out without paying. I wonder, with this determination, are you still afraid of not signing the bill?