很多眼镜店员都经常在销售过程中碰到一个问题,前一分钟客户还饶有兴趣听你讲解,后一分钟却兴趣索然地离开。这不光是刚入行的新店员,甚至一些老店员也面对同样的困惑,不知道哪里出了问题。

    其实所有的销售都必须要了解顾客购物时的心理转换过程,才能准备掌握顾客的需求,成功地售出商品,一般来说,顾客购物时的心理转换一般以下几个过程:注意,兴趣,联想,欲望,比较,相信,行动,满足。


一、注意

指顾客注意到商品。当行人凝视展示在橱窗的商品,或者是顾客进入商场浏览陈列展示的商品,这就说明顾客在关注你的商品了,这是购买心理的第一阶段。这时聪明的营业员会静静呆在原地,观察顾客接下来的心理语言。


二、兴趣

    凝视商品的顾客中,有人可能看一眼就走开,但也有人对商品感到兴趣而止步端详,列如对商品的颜色,价格,款式,搭配方式等等凝神注视。这时营业员可以走到柜台前,拿出他刚刚细看的眼镜,简单介绍它的最大卖点,以激发顾客更大的兴趣。这时介绍千万不能太具体,因为你还不了解消费者的特定喜好,很可能弄巧成拙。


三、联想

    当顾客对产品产生浓厚的兴趣,并开始试戴,在镜子前照来照去,察看佩带效果时,营业员应该趁势而上,根据顾客的穿着打扮以及脸型,发型等进行搭配效果描述,引发顾客的美好联想。这个环节营业员一定要注意,用词切记太过太假,失去顾客的信任。


四、欲望

    顾客若是能顺着你的思路将其联想延伸,便会产生拥有该商品的欲望。当然如果顾客立即拿出钱来说:‘好吧,到哪儿付帐?’那是再好不过了。但事实上大多数的顾客却会有“这副眼镜真的适合我么?”的疑惑,或是产生“有没有其它更好的?”之类的期待心理。顾客有这种心理很正常,谁不想挑一副更适合自己的呢?营销员应该正视这一现象,并耐心的引导顾客选择其他眼镜。

    

五、比较

    当顾客对商品的拥有欲不断升高的时候,便会拿着它与其它并列的商品作比较,甚至和其他店柜的商品,从颜色,款式,价格等方面作比较。在这一阶段,顾客对如何挑选商品产生困惑,此时便是店柜人员提供建议的最好时机,如果店柜人员不准确的把握机会,对商品作进一步的说明,顾客很可能就会失去兴趣转去他家。另外店员在介绍时应尽量避免同时推荐几副眼镜(不要抱有顾客同时购买两副以上眼镜的奢望),而应有重点的介绍,不要一会儿说这副眼镜款式怎么怎么好,是今年的最新款,那副眼镜怎么怎么衬气质,最适合您了。弄的顾客最后举棋不定,左右为难,有可能会说“我在看看”而调头离开。

    

六、相信

顾客经过各种比较,终于发现自己所需要的,相信该商品最适合自己,而决定购买。让顾客产生此种信念,主要来自:第一对店柜人员的信赖,第二对品牌,商家的信赖。


七、行动

    这里所谓行动,是指顾客下定决心购买,具体讲,便是顾客将钱交给店柜人员,说“我就买这副了”。说明你前面的介绍已经成功打动了顾客犹豫不决的心。

    

八、满足

即使收了顾客的钱,购买行为还不能算完全终了,必须将顾客所购买之商品加以包装,和找归的零钱一起送到顾客手中。这时优秀的店员还会同时送上一些富有技巧性的语言,使顾客在购物后获得最大满足。譬如:“这副眼镜真的很适合你,带上去效果不要太好哦”。“这副眼镜真的很实惠,你眼光真不错”之类的赞美语句。


顾客购物之后的满足感,可分为两种:

    1、为买到适合于自己的商品的满足感。

    2、为来自店柜人员令人感动愉快的应对态度和建议的满足感。

    以为这种满足感,他下次要买同类商品,首先就会考虑你的店,而如果你能再奉上无微不至的售后服务,那这个客户基本上就能锁定为忠实客户了。



    Many glasses shop assistants are often in the sales process encountered a problem, one minute before the customer is interesting to listen to you to explain, a minute but interest dull leave. This is not only a new clerk started, and even some of the old members also face the same confusion, do not know where the problem.

In fact, all sales must be to understand customer shopping psychological conversion process, is able to grasp the customer demand, successfully sold goods, generally speaking, customer shopping psychological conversion general the following process: pay attention to, interest, connect in the mind, desire more, I believe that action to meet.


First, pay attention to

Refers to the customer's attention to the goods. When pedestrians gaze at the display of goods in the window, or customers enter the shopping mall to display the display of goods, which shows that customers are concerned about your goods, this is the first phase of the purchase of psychology. At this time the smart salesperson will stay quietly in place, to observe the psychological language of the next customer.


Two, interest

Staring in the commercial customers, people may look away, but there are also people of goods feel interest and stop mannered, listed as to the commodity color, price, style, collocation and so on attentively watching. When the salesperson can go to the counter, took out his just scan glasses, a brief introduction of its biggest selling point, to stimulate greater customer interest. The introduction should not be too specific, because you do not know the specific preferences of consumers, is likely to be self defeating.


Three, connect in the mind

When the customer to the product produced strong interest, and began to try to wear, in front of the mirror according to, inspect the wear effect, the salesperson should be certain trendency and, according to the customer's dress and face, hair, etc. mix effect description, triggered by the customer good association. This part of the sales staff must pay attention to, with the word to remember too much too false, the loss of customer trust.


Four, desire

If the customer is able to follow your ideas will be an extension of its association, will have the desire to have the goods. Of course, if the customer immediately took out money: "well, where to pay?" That's no better. But in fact the majority of customers will have "this pair of glasses is really suitable for me?" The doubts, or produce "there is no other better?" And the like of expectations. Customers have this kind of psychology is very normal, who don't want to pick a pair of more suitable for their own? Marketing staff should face up to this phenomenon, and patiently guide customers to choose other glasses.


Five, comparison

When the customer has a desire to continue to rise, it will be compared with the other side by side for comparison, and even other store cabinets of goods, from the color, style, price and other aspects of comparison. At this stage, the customer on how to select goods confused, this shop counter staff provides advice on the best time, if the shop counter staff do not accurately grasp the opportunity, for goods for further instructions, customers are more likely will lose interest turned to his home. Salesclerk we also in the introduction should be to avoid as far as possible and recommended several pairs of glasses (don't entertain the customers at the same time to buy more than a pair of glasses expect), and should focus on introduction, not for a moment said how good this pair of glasses styles, is this year's latest, that pair of glasses how how do lining temperament, the most suitable for you. Get the customer in a dilemma, finally indecisive, may say "I look at the" turn left.


Six, believe that

Customers through a variety of comparison, finally found that they need to believe that the most suitable for their own goods, and decided to buy. Allow customers to produce such beliefs, mainly from: the first to store the trust of the cabinet staff, second of the brand, the business of trust.


Seven, Action 

the so-called action here refers to the customer is determined to buy, specifically speaking, it is the customer will give money to the store staff, said, I bought this pair of". Description of your previous introduction has successfully moved the customer's hesitant heart.


Eight, meet

Even if the customer received the money, the purchase behavior can not be considered a complete end, you must be the customer to buy the goods to be packaged, and find the change to the hands of customers together. At this time the outstanding staff will also be sent to some of the rich skills of the language, so that customers get the greatest satisfaction after shopping. For example: "this pair of glasses is really suitable for you, take effect not too good". This pair of glasses is really affordable, you look really good, like the praise statement.


    Customer satisfaction after shopping, can be divided into two kinds:

1, to buy suitable for their own goods to meet the sense of satisfaction.

2, for the person from the shop cabinet is moved to respond to a pleasant attitude and suggestions to meet the satisfaction.


    Thought this kind of satisfaction, the next time he wants to buy the same goods, first of all, will consider your shop, and if you can again offer meticulous after-sales service, that the customer basically can lock loyal customers.


2016年03月16日

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营业员的销售技巧培训

很多眼镜店员都经常在销售过程中碰到一个问题,前一分钟客户还饶有兴趣听你讲解,后一分钟却兴趣索然地离开。这不光是刚入行的新店员,甚至一些老店员也面对同样的困惑,不知道哪里出了问题。其实所有的销售都必须要了解顾客购物时的心理转换过程,才能准备掌握顾客的需求,成功地售出商品,一般来说,顾客购物时的心理转换一般以下几个过程:注意,兴趣,联想,欲望,比较,相信,行动,满足。