Although the stores are bustling with customers, the turnover rate is not high. Why is that? In fact, the reason lies not in the poor quality of the goods, nor in the difficulty of customer criticism, but in the fact that the purchaser does not accurately understand and grasp the psychological changes of customers in the process of shopping, and does not give corresponding consumer guidance to customers. Then, Eilie will give you a weapon.
当顾客想要购买商品时，他除了会浏览门店的环境设施、商品陈列、电视演示、各种宣传资料以及POP（Point Of Purchase，卖点广告）外，更多的是环视货架上陈列的商品。当他发现了自己感兴趣的商品时，就会驻足观看。
When a customer wants to buy a product, he browses the store's environmental facilities, commodity displays, television demonstrations, various promotional materials and POP (Point of Purchase, point-of-sale advertising), but also looks around at the goods on the shelves. When he finds something he is interested in, he stops to watch it.
From the purchase process, this is the first stage and the most important stage of customer shopping. If the customer does not find the goods he is interested in during the browsing process and the Purchaser fails to attract the attention of the customer in a certain way, the purchasing process will be interrupted; if the purchaser can attract the attention of the customer, it means that the sales work is half successful. Therefore, when a customer stands in front of the shelf to look at a certain commodity, the guide should immediately take the initiative to greet the customer, and through appropriate inquiries to understand and judge the customer's purchasing intention.
Interest When a customer stops in front of a product or watches the information on a POP, he may be interested or curious about one of the price, appearance, style, color, function of the product, and then touches or flips through the product. At the same time, he may ask some questions of interest to the purchaser. At this time, the main factors contributing to the purchase of customers come from two aspects: commodities, such as brand, advertising, promotion, etc., and the service of a purchasing guide, such as a purchasing guide, makes customers feel happy.
When a customer is interested in a product, he may touch it by hand and look at it from different angles, and then associate it with the situation when he uses it, such as: What benefits will this product bring to me? What difficulties can it help me solve? What kind of enjoyment can I get from it? This associative stage is very important because it has a direct bearing on whether the customer is satisfied with the product, likes it, needs it, and will buy it. And at this stage, the customer association is very rich and erratic. Therefore, when a customer chooses a product, the shopper should use various methods and means to help the customer improve his associative power to promote the success of the sale.
After the desire to associate with the customer, there will be a desire and impulse to take the product for themselves. When a customer guide asks a buyer about a product and carefully examines it back and forth, left, right and left, he is usually very interested in it and has an idea to buy it. At the same time, he will have such doubts: "is there anything better than it?" At this time, the buyer must seize the opportunity, through careful observation, guess the psychology of customers, and further introduce their concerns, improve the desire to buy customers.
After the desire to buy, many customers do not take immediate action, they often make further choices, such as they may carefully examine other similar products, or may go out of the store, and later (or maybe a few days) back to the store, looking at the product again. At this point, customers will come up with a lot of the same kind of goods that have been seen or understood, and then carry out a more detailed and comprehensive comparative analysis among these similar goods (the comparison includes the brand, style, color, performance, use, price, etc.). The trade-off stage is the critical stage for customers to decide whether to buy or not. Some customers will give up buying the product after a comparison, some customers will make a purchase decision, and some customers will hesitate at this time, uncertain. Therefore, this stage is the best time for the shopper to perform - timely to provide customers with some valuable suggestions for their reference, to help them make up their minds.
After all sorts of comparisons and ideological struggles in the minds of customers, they often consult with their supervisors. Once they get a satisfactory answer, most customers will have a sense of trust in the product.
Generally speaking, there are three factors that affect customer trust:
(1) Believe in a shopper: the excellent service of a shopper gives the customer a pleasant mood and a favorable impression; the customer has a great faith in the professional qualities of the shopper (mainly commodity expertise), especially in his valuable and constructive opinions, thus creating a sense of trust.
(2) Believe in stores: Most customers (especially middle-aged and elderly customers) pay more attention to the reputation of the store, and trust some old-fashioned stores, because these stores have good reputation, good service, good management, timely handling of problems, so that customers have a strong sense of security.
(3) Believe in Commodities: Many customers prefer brand-name goods, because the brand name, good quality, good reputation, good after-sales service, so to a large extent can win the trust of customers.
At this point, the reception skills, service language, service attitude, professional knowledge of the shopper is very important, because these are directly related to whether the shopper can be a good customer counselor, so that customers have a sense of trust.
The decision-making stage is when a customer decides to buy something and put it into action. For example, a customer says, "Miss, please help me get a new one." At this time, the purchaser should promptly take the goods for the customer according to the customer's requirements, and the goods are packaged well, do not delay the customer's time.
Satisfying the customer to make a purchase decision is not the end of the purchase process, because the customer may also occur after the purchase of some unpleasant things, such as payment, packaging, seeing off the buyer if the guide is not thoughtful, it is likely to cause customer dissatisfaction, and even the occurrence of on-the-spot returns. Therefore, the shopper should maintain a sincere, patient and enthusiastic service attitude from beginning to end, until the customer is sent out of the store. Generally speaking, customer satisfaction mainly comes from the following three aspects: (1) customer satisfaction after purchasing a satisfactory product. (2) customers' satisfaction with the kind service provided by the shopping guide. (3) customer satisfaction in the use of goods. This satisfaction is reflected after a period of time when the customer buys the product, that is, the customer will reassess the wisdom of the purchase decision made by his use or the views of his family or friends on the purchase of the product. This satisfaction directly affects the repeat purchase rate of customers.