In supermarkets and various stores, I'm afraid no employee has more frequent contact with consumers than the shopping guide. The behavior and working attitude of shopping guides are directly related to the fatal factors such as brand image, publicity effect, retail performance and customer loyalty. In a supermarket with hundreds of shopping guides, if it is well managed, training excellent shopping guides will greatly enhance the competitiveness of the supermarket. Actually, it's not. Some shopping guides are deeply loved by customers, attracting and retaining many repeat customers for supermarkets, while others are unacceptable to consumers and disliked by supermarket management departments. The service level of shopping guides not only affects the image of the company in the eyes of consumers, but also affects and restricts the overall management level and performance of the company. So how is an excellent shopping guide made?
Recruitment: the right one is the best
In the eyes of customers, the shopping guide is the representative of supermarket service. The words and deeds of the shopping guide are very important to the performance of the supermarket. They have the most frequent contact with customers and encounter the most problems, which puts forward higher requirements for the professional quality and personal quality of shopping guides. It is not easy to be a shopping guide that both supermarkets and consumers like, and it is even more difficult to be an excellent shopping guide.
The position of supermarket shopping guide is very important, but the requirements for its skills are not very high. Moreover, many supermarkets only put shopping guides in the position of sales staff, so the wages of shopping guides are relatively low, and they usually face great work pressure including physical and mental aspects. In the contact and interaction with customers, ordinary customers are strangers, perhaps never seen before, but keep smiling according to the requirements of the supermarket. The dialogue with customers should be respectful, friendly and effective. When you meet unreasonable customers, you should submit to humiliation and smile. These friendliness, courtesy, consideration and adaptation to customers require a lot of emotional labor from the shopping guide. Emotional involvement requires them to suppress their true feelings and devote themselves to their work, even if they are in a bad mood or uncomfortable, they should wear a professional smile. The role they play in their work often conflicts with their personality, so they should abandon their personality and values. Sandwiched between customers and supermarkets, we should not only respect the company's regulations, but also meet customers' requirements and satisfy them. When customers make excessive demands, shopping guides are faced with such an embarrassment: whether to act according to regulations or to satisfy customers. I can't afford to offend both. Consumer preferences vary widely. A service mode that satisfies the former customer may be very different for the latter customer, which often brings a lot of trouble to the shopping guide.
Therefore, supermarket shopping guides should pay attention to screening, and they can be suitable, and they should not pursue Excellence too much. The so-called suitability should be based on two complementary abilities: one is service ability. Shopping guides usually serve standing, and they have to stand for more than five hours every day, so they must be healthy and able to withstand fatigue. The process of shopping guide is the process of speaking, which needs to stutter clearly and have certain expressive ability; The second is willing to serve. That is, the interest of shopping guides in shopping guide work reflects their attitude towards service and their concept of customers in this position. In fact, service willingness is much more important than service skills. There are many people with service ability, but few people with service consciousness.
It is precisely because of the low status of shopping guides, too little income, heavy work, and all kinds of unexpected conflicts and emotional sacrifices that many people are reluctant to engage in shopping guides. Therefore, when recruiting shopping guides, we should choose people with strong service awareness, helpfulness, carefulness, communication-loving, patience and adaptability, not just pursuing Excellence; After some training, the right shopping guide can grow into an excellent shopping guide and be more loyal.
In the recruitment process, we should regard recruitment as a marketing activity, subdivide employees, design and promote shopping guide positions, so as to win in the competition for "intellectual market share" with competitors. In addition, it is also a good method to appropriately lower the entry standard to expand the scope of qualified candidates, because good employees may be among those who are not so good to managers.
In dealing with the role of shopping guides, supermarkets should change and treat shopping guides as customers, not just employees. Supermarkets all know that customer satisfaction is conveyed by satisfied employees. If employees are dissatisfied with their work and the company and feel that the value of doing a certain job is not respected, it is hard to imagine that they will provide satisfactory service to customers. Supermarkets should regard shopping guides as customers and provide them with suitable posts and corresponding benefits such as salary, training and promising career. Only by regularly investigating whether the work and life needs of shopping guides are met can we better understand their wishes and adjust their working methods; Encouraging customers to appreciate the work of shopping guides and rewarding their good performance in time will greatly stimulate their service enthusiasm.
Training focuses on actual combat.
Now many supermarkets and shopping malls are boldly training salesmen other than shopping guides. In sharp contrast, the training of shopping guides is still tinkering around the edges, lacking a high-quality, professional and practical training system. And the training frequency is not high. Often, the headquarters formulates a terminal training system, prints it as a brochure or simply sends it to branches by fax or email. The training process is carried out by the heads of shopping guides in each branch, and the headquarters will follow it. In the management of shopping guides in branch companies, the training of shopping guides is the weakest link in the implementation of all projects, which leads to the failure to implement the training in branch companies, and the tour training at headquarters comes in a hurry, which often lacks practicality and the effect is not obvious.
Training is silent, and then there is self-control. Shopping guides have unprecedented initiative in product image display and promotion, which is indispensable for the image of terminal stores and the promotion of customer service. We can't ignore the limitations brought by the low overall quality of shopping guides. Therefore, in the daily management and training of shopping guides, we should pay close attention to and accurately grasp their real needs, so as to effectively avoid arbitrary and general preaching.
First, corporate culture training
Because of work, the shopping guides have been in the terminal stores, both geographically and psychologically, and there is a great distance from the corporate headquarters. It is easy for them to feel humble and think that they are in a humble position. Objectively, it is impossible for the company to maintain good and effective psychological communication with them every day, so the centrifugal force of the shopping guides will increase, and the service enthusiasm and initiative will drop sharply. Therefore, in our training work, we should introduce the company's entrepreneurial process, development overview, honorary awards, certification, strategic planning and so on in detail and systematically. Honors and awards of enterprises can not only make shopping guides more convincing when introducing products to customers, but also make shopping guides have the same vision and pride as enterprises. Through the infiltration of corporate culture into shopping guides, they can enhance their sense of belonging, be proud of the company and be willing to work for the company for a long time.
Second, self-confidence training.
The cultivation of corporate culture can reduce the inferiority complex of shopping guides and make them have the same professional vision as enterprises. Additional self-confidence training is also necessary. The cultivation of self-confidence is mainly to make the shopping guide realize his responsibility, get rid of the beggar psychology and establish the messenger psychology. Let the shopping guide understand that shopping guide is a science and a comprehensive subject system of marketing, psychology, consumer organizational behavior and sales promotion. It is necessary to realize that the duty of a shopping guide is to serve users sincerely, and shopping guide is not a burden but a dedication and fun. Beggar-type shopping guides think that shopping guides are begging others to help them do something, so they are very afraid of customers' objections and opinions on products when shopping guides, and they can't help but realize the failure when expressing their opinions; Angel psychology is a measure to improve their confidence. Instead of asking customers to buy products, it is better to introduce or recommend a product that is useful to them.
In addition, pay attention to the decoration of the instrument. Appropriate clothes will undoubtedly leave a good impression on customers and enhance their self-confidence. When selling products, sell yourself first. If customers don't like the appearance of the shopping guide, it's hard to like the products recommended by the shopping guide. The dress of the shopping guide should be clean, decent and generous. Wear work clothes if you have them, which can be consistent with the corporate image.
Third, product training.
The cultivation of products is to "take advantage of yourself and be shorter than others"! There is no need to hide this problem. It should be made clear to the shopping guide during training, so that the shopping guide can clearly grasp the disadvantages and deficiencies of competitors while clarifying the selling points and advantages of his products. But when comparing, we should pay attention to strategy, and we should not belittle other brands with obvious intention.
The product knowledge of the shopping guide is the basis of the success of shopping guide. A shopping guide with sufficient relevant knowledge can quickly gain the respect of customers, reduce the difficulty of shopping guide and provide consulting services. While mastering product knowledge, we should also master the ways to acquire knowledge, update our knowledge at any time, and warn shopping guides to tell customers frankly when they encounter information they don't know, and then try their best to obtain information and tell customers in time. Don't pretend to understand and talk nonsense. Memorize product knowledge and be good at expressing it in colloquial and popular language. It is difficult for customers who are basically "ignorant" of products to understand full technical terms, and it certainly does not help customers to buy. When the shopping guide becomes an expert in product knowledge, he can easily answer all kinds of questions raised by customers. Being a customer's purchasing consultant, let customers buy suitable and satisfactory products, not only provide customers with products, but also provide added value-satisfactory service, so that customers' consumption value can be improved and customers' loyalty can be obtained.
Fourth, self-training
Training is a higher realm of communication than simple teaching, and if the trained shopping guide simulates various actual situations and conducts self-training during the training process, it will reach another realm. Therefore, in training practice, it is necessary to encourage shopping guides to actively use divergent thinking and simulate various situations through role drills, so that shopping guides will feel that the questions are real and the answers are feasible and effective. So as to speak enthusiastically and actively cooperate. In the end, everyone has mastered the solution to the problem and can give customers satisfactory answers quickly and effectively.
Verb (abbreviation of verb) training language acceptability
Training itself is a very serious matter, especially when there are written training materials, such as explaining the company's rules and regulations, terms and rules are extremely strict. It is doubtful whether the training lecture can achieve the effect if it is taught according to the script. Therefore, we should pay attention to the acceptability of language in training, fully combine the rigor of words with the humor of explanation, stimulate the interest of shopping guides and improve their understanding ability. For example, the trainer can make the written materials into humorous animated slides and replace the language with visual effects, so its acceptability will be greatly enhanced.
Six, the use of marketing tools
Marketing activities of modern enterprises are highly organized and systematic, and there is a strict monitoring and evaluation system. Especially in promotion, there are not only personnel involved, but also advertising, public relations and promotion. The promotion combination will greatly improve the promotion effect. It is precisely because of the wide spread and application of integrated marketing that ordinary supermarkets not only require shopping guides to stutter and introduce products and enterprises to customers, but also use various marketing means to stimulate customers visually and audibly, gather manpower and attract purchases; Always check whether the POP advertisement in the container is soiled and whether there is rubbish or paper on the floor. Whether there is dust in the showcase and whether the products are beautifully displayed. For example, in some book supermarkets, books are arranged in spiral stairs, hearts, towers and the Great Wall. After reading it, customers can enjoy a sense of beauty and the probability of buying will increase.
Seven, role practice
Role drill is a learning method often used in training. Trainees are familiar with what they want to master through simulation activities. In the shopping guide practice, you can be a group of three people, one playing the customer, one playing the shopping guide and one playing the observer; Rehearse the scenes set by customers and shopping guides according to the materials; According to the learned knowledge, the observer examines whether the salesperson knows the customer accurately and asks for information; Make a class demonstration. Customers and shopping guides in each group talk about the feelings of the exercise, and observers talk about the observation results. The lecturer organized class discussion, analyzed the performance of the sales staff in the role-playing process, and the issues of common concern to the students.
Shopping guide wisdom+skill
The shopping process of an excellent shopping guide is the process of using his wisdom and skills to bring satisfactory service to customers. Shopping guide is not simple, it needs the flexibility and skills of the shopping guide. The so-called flexibility, Confucius explained that the right person has the ambition, and the method of change is also the way to achieve the purpose of shopping guide in a way that customers are satisfied. And the skills are all learned from practical training. The following are the common problems in daily shopping guide.
First, be close to customers.
Getting close to customers requires skill. You can't suddenly appear behind customers when they are absorbed in enjoying a product, which may scare them. Improper contact with customers or improper timing may scare away customers; If handled well, it will leave a good first impression on customers, which will be of great help to further understand customer needs, narrow psychological distance and complete sales. Three principles should be adhered to when contacting customers. One is the "three-meter principle", that is, customers can say hello when they are three meters away from themselves. Of course, it's not necessary if customers don't mean to say hello to you in the supermarket. The second is the "welcome principle". In many supermarkets or stores, shopping guides prefer to use "please have a look around" instead of "welcome". This sentence is actually inadvertently instilling a subconscious mind of "look around and leave" into the customer's brain. Therefore, the shopping guide should immediately change his statement. A smiling "welcome" is the best way to express your welcome to customers. The third is the principle of "enthusiasm golden point". In the supermarket, it is often seen that some over-enthusiastic shopping guides greet customers from a distance, and when customers approach, they will never leave, endlessly introducing how good a product is. This kind of excessive enthusiasm that does not understand the customer's personality and needs is very undesirable. Customers like shopping in supermarkets, because supermarkets have a relaxed and free shopping environment, and they can choose their own goods at will. The excessive enthusiasm of the shopping guide will bring a kind of pressure to customers, and they will inevitably run away and get rid of your entanglement. Therefore, the enthusiasm coefficient of shopping guide should not be too high, and the six-point coefficient near the golden section is the best enthusiasm. In fact, only when customers need help can you show up in time and help them enthusiastically.
Second, understand the needs.
Why do you need to know the requirements? Because the time of customers and shopping guides is precious, we should not spend it on introducing products that customers don't need, which can't reflect the principle of convenience. If you blindly introduce information that customers don't need, customers will resent it and distrust the shopping guide.
When introducing products, let customers know the information of products and their benefits; Pay attention to the customer's expression and reaction, give the customer the opportunity to speak and ask questions, and avoid all the introductions at once. Introducing a product is not a talk show, but understanding the real needs of customers. Pay attention to whether the customer is interested. If not, ask the customer what he doesn't know. Be careful when asking customers. Don't ask questions that customers can't answer or are too complicated.
When introducing information, customers' needs may change according to the introduction of the shopping guide. A shopping guide should always observe the changes of customers' interests. For example, at first, customers want to buy goods A, and by introducing customers to understand the unique characteristics of goods B, a substitute for goods A, customers may be interested in goods B. At this time, the shopping guide should shift the focus of the introduction to commodity B.
Third, it is recommended to buy.
After introducing the product information, ask the customer if there are any other requirements. When customers are basically satisfied, they should actively suggest buying and boldly outline the benefits of buying. But don't worry, just suggest it once; If you suggest buying too many times, it may arouse customers' disgust, but it won't work. Because if the customer is silent after hearing the first suggestion, there must be other reasons. At this time, it is necessary to learn more about customers' concerns or new ideas. For example, you can ask, "Do you think there are any other questions?" "What other information do you need to know?"
If you confirm that the customer has no intention to buy, you should sincerely thank him for coming, don't pester the customer, keep a positive attitude and don't let the customer feel your inner disappointment. Thank customers for coming and coming again. At this time, you can say, "I'm sorry to have kept you waiting." If you need any help, please feel free to come to me or call me. This is my phone number. " .
If the customer decides to buy, he should actively assist in the purchase.
Fourth, say goodbye to customers.
After shopping, you should be more enthusiastic about thanking customers for their trust and support and seeing them leave. If the goods are too much and too heavy, take the initiative to help or call the delivery man. Add some words to customers who still have doubts to enhance their self-confidence, such as: your eyes are really unique; If you are not at ease, you can contact me at any time.
Verbs (short for verb) deal with difficult problems.
1, too many customers. Many supermarkets are full of customers on holidays, and the shopping guides are overwhelmed. At this time, you can't just greet the customer in front of you, but also greet other customers, nod and smile, and say "welcome". If you can complete the purchase in a short time, you must do it first. If you have free colleagues, you can ask them for help.
2. Close cooperation between colleagues. It is very important to know how to play in shopping guide, so that guests can get a kind of psychological satisfaction. For example, when customers are hesitant, they should cooperate with each other and add fuel to the flames. When dealing with customer complaints, we should cooperate once and for all to solve the problem satisfactorily. When communicating with customers until there is no topic, you should also leave yourself a time step to communicate with another shopping guide.
3. Treat tourists. Many people don't want to go shopping in supermarkets or shops, but just wander around or ask some questions. The shopping guide can't make them feel left out. To achieve "all tourists are guests, we should be friends", the same hospitality. If possible, we should take the initiative to introduce the superior products and current promotional activities of the supermarket, publicize our services, send some promotional materials to the supermarket, and ask customers to help the supermarket advertise.
4. Treat picky customers. Sometimes you will meet some unreasonable customers in the process of shopping guide. Don't quarrel with customers, still explain patiently and enthusiastically, communicate as much as possible, and remember that customers are always right. If it can't be handled, report to the superior in time.
5. The goods are out of stock. Unfortunately, when the goods customers want are just out of stock, they are advised to switch to other substitutable goods, and the reasonable substitution between them is introduced. If the customer insists that the goods are out of stock, leave the customer's contact number and deposit, and inform the customer as soon as the goods arrive.
The shopping guide is a university question. An excellent shopping guide can enhance a company's image and retain a large number of loyal customers. Shopping guides should keep learning, sum up experience, read more books on marketing and psychology, master shopping guide skills and gradually cultivate themselves; Supermarkets should provide high-level training, improve the competitiveness of shopping guides and win channel terminals.