Because every customer walks into the store with a certain demand, the clerk should know the customer's real purchase motivation as soon as possible, and then recommend the most suitable product to him. This is the purpose of the clerk to give customers product tips. However, customers' purchasing decisions are based on their own ideas, not the ideas of the shop assistants. Different customers will have different buying behaviors because of different buying motives, that is, they will buy different products. Based on this, the clerk must try to figure out and find the real needs of customers in some ways after completing the product tips. How can I know the customer's purchase demand? We can observe the buying signal in the following ways: (1). By carefully observing customers' actions and expressions, we can gain insight into their needs and find clues about customers' purchase intentions. ① Observe the action. Customers are in a hurry, hurry into the store to find a color, or just stroll around; Pick up a sample three times and five times, or look back many times. By observing these behaviors of customers, the clerk can see through their psychology. ② Observe the expression. When receiving the sample handed over by the clerk, does the customer show interest, smile, or disappointment and frustration? When the shop assistant introduced the product to him, was he listening carefully or absent-minded? If both cases are the former, it means that the customer is basically satisfied with the product; If both cases are the latter, it means that the product is not to the customer's appetite at all. Use observation, don't judge a book by its cover. People who dress simply may spend a lot of money on expensive products; Well-dressed people may buy the cheapest series of products. Therefore, shop assistants should not treat customers with subjective feelings, but should respect their wishes. (2) Recommended product method. If the clerk fails to accurately grasp the customer's needs through observation, try the recommendation method. By recommending one or two products to customers and observing their reactions, we can understand their wishes. For example, if a customer simply makes a social statement, the clerk can detect the customer in the following ways: "This design is very good and many people buy it." Customer: "I don't know if this color is suitable for my family's style." "What's your style, walnut or white? If it is dark, I suggest a neutral floor. This is more suitable. " In this way, the clerk reached a deal with a tentative sentence. What the customer sees is a topic, not a general question, such as: "What can I do for you?" Customer: "Nothing, I'm just looking around." Shop assistant: "If you need me, you can call me at any time." The clerk didn't get any clues about the customer's purchase demand. Therefore, the clerk must carefully observe the customer's actions, cooperate with appropriate inquiries and recommendations, and will quickly grasp the customer's needs. (3) Inquiry method. In the above example, we can see that "inquiry" is very important in the process of understanding customers' needs, but as customers, they hate being explored by others and they don't want to be interrogated. Sometimes the clerk wants to find the customer's needs and requirements by asking questions directly, and often finds that the customer will resist rather than tell them frankly. Therefore, the principle of asking questions must be skillful and ingenious, so as not to hurt the feelings of customers. Shop assistants can politely ask customers a few carefully selected questions, plus skillfully introduce products, praise customers, and guide customers to fully express their true thoughts. Three principles should be followed when asking questions: ① Don't ask questions unilaterally. Inexperienced shop assistants often make a mistake, that is, asking customers some irrelevant questions too much or asking them one after another, so that customers have a bad feeling of being investigated, and thus they are disgusted with the shop assistants and refuse to tell the truth. (2) inquiry and product tips should be carried out alternately. Because "product tips" and "inquiry" are like two wheels on a bicycle, * * * both promote sales work, and the clerk can explore down bit by bit in this way, which will surely grasp the real needs of customers. 3 ask step by step. The clerk can start with simple questions, such as "who did you buy this medicine for?" Or "Do you want to buy bottled or boxed?" Then through the customer's expression and answer, observe and judge whether it is necessary to ask some in-depth questions selectively. Just like the above example, the clerk can gradually narrow down from the general discussion to the core of the purchase. When asking sensitive questions, he can look away a little and easily observe the performance and reaction of customers. (4) Listening method. "I like talking, but I don't like listening" is one of the weaknesses of human nature. If the clerk expresses his opinion blindly, it may cause controversy or make customers forget what you said immediately. An excellent shop assistant is good at mastering this human weakness and making customers speak freely. Whether the customer praises, explains, complains, refutes, or warns, blames or insults, she will listen carefully and respond appropriately to show her concern and attention. Because what the customer says is "indelible", the clerk can understand the customer's purchase demand from listening, and also because the customer respects those who can listen carefully and are willing to return. Therefore, listening-listening attentively to the words of customers, whether novice or experienced shopping guides, is inexhaustible advice. Listening is so important, so how to listen? ① Be prepared to "listen". First of all, we should be psychologically prepared and listen to customers patiently; Secondly, we should be prepared for business, know the products we sell like the back of our hand, and consider in advance what questions customers may ask and how to answer them, so as to avoid being at a loss when the time comes. (2) Don't be distracted, concentrate. Listening to people is also a science. When the customer speaks too fast or is inconsistent with the facts, the clerk must not be absent-minded, let alone show impatience. As we said in the second chapter, "Sell yourself first and then sell products", once customers find that the clerk doesn't pay attention to themselves, the clerk will also lose the trust of customers, which will lead to sales failure. (3) Ask appropriate questions to help customers sort things out. When the customer is talking, the clerk should be patient in principle, and don't interrupt whether the other person likes it or not, but it is more effective to ask questions in time than just nodding yes or standing by with a straight face. A good listener is not afraid to admit her ignorance or ask questions to her customers, because she knows that doing so can not only help customers clear their minds, but also make the conversation more concrete and vivid. In order to encourage customers to speak, shop assistants should not only encourage customers with their eyes, but also nod their heads from time to time to show their understanding or approval. For example, "I see what you mean", "You mean …", "This medicine is very good", or simply say "yes" and "not bad" and so on. (4) Understand the opinions and needs of customers through listening. Customers often have opinions, needs, problems, problems and so on. Therefore, the clerk must let the customer's opinions be published, so as to understand the demand, solve the problem and clarify the problem. Before the shop assistant knows the real needs of customers, it is necessary to find the right topic and let customers keep talking. This will not only avoid misunderstanding caused by listening to the fragments of language, but also observe and ponder the real needs of customers from their dialogue, tone, expression and body movements. ⑤ Pay attention to the usual exercise. Listening to others is also an art. When talking with friends, family and customers at ordinary times, shop assistants can exercise their listening skills at any time, gradually improve their listening level and learn a lot of useful knowledge from listening. Finally, remind the shop assistants not to think that they know what customers want. They must listen carefully to every word they say, find out their most concerned problems through customer conversations, and then make reasonable suggestions according to their own needs. This will get twice the result with half the effort.