[China Glass Network] Where is the sales growth point and profit growth point of this store? What should we do to get more customers to close the deal? These two issues are believed to be the problem that most dealers in the ceramics industry are thinking about. Yes, I have been working hard for many years. Now I have encountered a sales bottleneck. How can I improve it? After returning to the terminal of the northern market, I went back to the front of the line and got a deep understanding of the reasons why everyone was worried about why I didn’t sell much. Swarovski Crystal Necklaces, Swarovski Pendants Yiwu ganglei jewelry company, limited , http://www.jewelry-gungley.com
First, the salesman's sales skills are backward, resulting in an increase in customer churn rate.
The salesman's sales method is not a single sale, and can't guide consumption according to customer demand. This is the direct reason why most ceramic stores can't increase sales. Here are some of the issues I have seen with you:
Case 1: When the customer enters the door, the shopping guide will greet him and say, "Big brother, buy 60 bricks, (pointing to the lower one), look at this, cheap and practical." day! I have not figured out which quarters the customer can accept. I don’t know what kind of style the customer likes. I directly enter the price negotiation. How likely is this sales method to succeed? Therefore, those customers who want to buy a good brick have heard this. The more common practice is to turn around and leave. Customers who have the strength to buy high-grade bricks are gone, and the profits can be high.
Case 2: The customer said: "Do you wear this brick?", the shopping guide said: "I am using this 7600-ton press, it is the top ten brand products, very strong and very wear-resistant" and then there is no more The customer nodded and looked at it and then walked out of the store.
It is reasonable to say that the introduction of this shopkeeper is not bad, but why are customers going away and never coming back? The reason is that the credibility of the store owner's sales persuasion is not enough - the ear listens to see the truth as a virtual reality, the customer has a dubious idea of ​​the wearable on your mouth and has to go to Other stores to compare, but if you are saying After finishing the reason for the wear resistance, I will prove it to him by using a hard object on the brick. Will the effect be like this? Later, when another couple came to the door, the store owner used the method of “experience marketing†and quickly sold more than 5,800 orders.
Consumers are not ceramic experts. It is difficult for him to judge whether your product is good or not. So what does the consumer buy your product depends on? One is his affordability, the second is the credibility of your sales persuasion, I believe you can buy your product. And how to guide consumers to buy high-end products with higher economic affordability or to guide the choice of non-price factors, how to improve sales skills to enhance the customer's product quality level is more in line with his needs Reliability, how to make customers believe that the price they give is more favorable, and so on. These sales techniques, how much the guide can use to determine how many tiles he can sell - want to increase sales? Then train your shopping guide. When I teach a dealer's clerk on the business night, I will give you a salesmanship of funnel sales, comparative marketing, experiential marketing, fee-based formula, standard marketing, etc. This kind of training is very much needed.
Second, did not provide a basis for judgment of customers who only believe in themselves
According to market statistics, about 15% to 20% of customers do not like to listen to the guide to introduce the product, they mainly rely on their own judgment. However, in the sales showroom, the author saw that there is basically no other content besides the label with the brand, specification and price on the sample list. Only a few smart merchants can still paste the "shop manager." Recommend products, "fire hot products", "promotional products" to attract consumers' attention.
However, these are far from enough. In the end, ceramic tiles are still a product that focuses on functional interests to satisfy consumers' purchasing needs. "Hot sale stickers, recommended stickers" have little effect on such people. As a consumer who relies on the naked eye and can't immediately identify the quality of the tile and doesn't trust the introduction of the guide, he needs a real credential to get the quality and function of the brick he sees. judge. Imagine, if you can design an auxiliary sales tool in this store to give this kind of consumer a judgement impression and others don't have it in the store, who would think the tile is reliable? - Let the turnover rate increase by more than 15% is not a small amount.
Third, the visibility of the store image is not enough, the image display is not coordinated with the brand positioning.
The visual impact rate of the storefront image display is the key to attracting consumers to shop. For retail terminals that are accustomed to sitting in the store and other fish, the visibility and store image of the store basically determines how much is consumed. Will walk into your store.
However, in the second-tier markets where the author runs, there are many stores that do not do enough to attract consumers' attention and display details. First, the door-to-door advertisements are too small, and they are simply foiled compared with others' gates; Second, the door advertisement is outdated. Like the wind and rain that has been going through the millennium, it is not fading or scarred. People can only look at it from a distance and not close to each other. Third, the glass door of the exhibition hall is closed. I don’t know if it is afraid of the outside. The person who saw the heart and came in to steal his things or what reason, the people inside can see the people outside and want to see the sample of the customer but can not see the inside of the door; Fourth, the sample display is not vivid In addition to ceramic tile or tile and the positioning of high-end brands, the fifth is not paying attention to the details of the display, the dirty and old leaflets are scattered, the wall switch socket and the wire are separated from the wall ready to be in close contact with the consumer. .
The details determine success or failure, and the store display and product display are even more so. When you let consumers see other people's stores and don't want to enter your store, can your sales grow?
Fourth, the advertising appeal is weak, the sales pull is not strong
The increase in sales of single stores is mainly achieved by two aspects: one is to attract more consumers to store consumption through advertising, and the other is to block more consumers through terminal interception. So, how can we have a purchase impact on more consumers at a given cost? The answer is to implement psychological interception on consumers in the terminal advertisement.
When I visited a dealer of my own, I asked them a question: "You put a large outdoor advertisement on the more prosperous building in the local area, at the same time, on both sides of our billboards. Two outdoor advertisements larger than our billboards. As a group of people who are more concerned about the advertising space of this building, can you tell me which brand of products are these two brands?" If you don’t come out, you can barely think about what kind of product you are advertising, and you can’t say what the characteristics of this product are or what the slogan is.
why? The reason is that there is a problem in the design of advertising content. Generally speaking, only boring people or professionals will deliberately watch advertisements, while ordinary consumers will not deliberately look at them, then, if your advertising content If you can't make an impression on the average person in a short period of time, this advertisement will have to have the opportunity to show them their characteristics when they come back next time.
In terms of the advertising operation of the terminal, whether it is car body advertising or outdoor advertising, everyone's experience in how to refine the core slogan and how to design the content of communication according to the 3.15 principle of advertising appeal is not enough. In today's day, who can be here? The ad that stands out from the crowd can achieve the effect of standing out from the crowd and greatly enhance the pull of advertising appeals to consumer guidance.