Interpretation Of Professional Consultant Sales In Clothing Stores

Diversified market demand and increasingly competitive store terminals, as well as the impact of online sales on store sales, how to improve the 'customer experience interaction quality' of clothing store terminals is the key to sales!


Nowadays, clothing products are no longer the era of "clothing and warmth", consumers have more choices, more personalized needs, and more criteria.


Professional consultant sales, which may not be well understood by many people, is simply to sell clothing products in the role of image consultant and dress consultant. Therefore, what clothing salesmen can do is not only simple sales services, but also professional sales guidance, so as to maximize the volume of incoming transactions and customer price, and accumulate huge and effective customer resources at the same time!


However, due to the low professional quality foundation of terminal shopping guides, it is not easy to train ordinary shopping guides to be dress experts. In the face of the mobility of terminal personnel, many bosses are also embarrassed to train employees!


Let's interpret professional consultant sales of clothing from several perspectives, and it's not difficult to see the corresponding solution!


　 From the perspective of one store marketing, turn professional consultant sales into differentiated marketing.


The marketing of clothing stores is basically the usual marketing activities such as discounts, gifts and points. Because of their universality, these marketing activities have basically lost the purpose of attracting customers and become marketing activities to compete and meet the additional requirements of consumers. If you don't do it, the customer will be unhappy and will buy even if they don't give gifts. Gifts, discounts and points become a way to increase operating costs and maintain sales. That is to say, these activities only meet the superficial needs of customers, and cannot be marketed to the hearts of customers!


Innovative and effective marketing activities must start from the perspective of customer needs, so as to achieve a win-win situation for customers and businesses! The author's long-term accumulation of training and customer solutions are not few mature representative cases!


1 "Image Influence Salon" is my plan for a men's wear brand, and the effect is very representative!


The reason for the event was that a men's clothing store was two floors lower than the one on the upper floor, and the passenger flow was relatively low. There was enough space on the second floor, but the sales were always poor. So we set up a free coffee drinking space on the second floor every Monday, Wednesday and Friday. Customers communicated with each other. Soon some customers liked the quiet and elegant environment, which not only helped customers to make contacts, We also held some men's image lectures on a regular basis, and trained excellent clothing consultant shopping guides communicated with customers as professionals to provide clothing consulting services.

Soon, in less than two months of operation, the number of customers entering the store more than doubled, and the turnover more than doubled. This marketing activity not only brought a steady stream of customers and turnover, but also created a unique local store image.


Of course, the organization rules of the event need careful arrangement, so I won't talk about it here! Such activities are also very suitable for owners with several stores in a city, and the utilization rate of customers will be greatly improved! The most important thing is to wear professional and humanized marketing. Do not hold such activities without professional knowledge, or you will hurt customers and eat like other promotional activities in the future!


　 2 "Free wardrobe consultant service"


This activity is designed for a women's dress, and the effect is also very good!


The background of the event was that an agent boss hoped to increase the customer price through training. After the training, I recommended the boss to plan a marketing campaign of "free wardrobe consultant".
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Simply put, a free wardrobe consultant is a professional clothing consultant who provides free clothing sorting and matching services for customers' clothes at home, and provides reasonable wardrobe suggestions and matching suggestions for customers through services, so as to build customer trust and drive store sales. The sales of this kind of activity will not be affected by the weather competition environment. The disadvantage is that the professional knowledge of shopping guides is very strong. Terminal stores need to introduce a knowledge management system. In addition, the product structure of clothing brands should be wide enough, otherwise the recommended sales have limitations!


In addition, the author has carried out a series of professional training for all shopping guides of customers, and trained professional shopping guide trainers for customers at the same time, which has formed representatives of local famous professional clothing brands for one year!


There are many similar cases and methods, so I will not list them here!


Do professional things in a professional way. Maybe in the future, clothing marketing and sales will increasingly need professional thinking to do business!
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II. From the perspective of product sales management, change the status of best sellers and unsalable ones, cultivate more best sellers, and improve product digestion.


Seeking for "hot money" is the product left over from the profit model of clothing wholesalers. Many dealers used to think like this when they operated retail. As a result, several models had high profits, but they stole the sales of other models, leading to a large proportion of inventory, which also led to the phenomenon of "fake unsalable models". Every boss likes best sellers and hates unsalable ones. Every shopping guide likes to sell best sellers but does not like to sell unsalable ones. In fact, this kind of sales phenomenon is formed by the fact that the terminal sales ability is low, and most of the style selling points cannot be found! Many people have a personal aesthetic hobby. The style they like is very exciting to sell. Even customers who don't like the style will find it difficult to understand even when they buy and try it on. When customers go out, they may still think that "such an ugly style has finally been sold". This phenomenon is not uncommon!


The best-selling and unsalable products are relative, and the best-selling styles often have many commonalities, such as more suitable occasions, no choice of body shape, and more convenient matching. However, if not for product quality and design reasons, most of the unsalable products are targeted at a small number of groups, and their styles need to be targeted to specific groups or by increasing the matching width The introduction of wearing methods is recommended to a wider customer group. In other words, different styles have different sales methods, rather than one sales method selling all styles!


Managers can increase the digestibility of products through timely discovery of unsalable funds, sorting out and training of product selling points and customers' buying points! There are also two advantages of this approach, namely, maximizing the development of customer groups, avoiding the product sales tilt caused by personal preferences, and finding out the potential needs of customers and the marketability of products so as to adjust the product plan in a timely manner.


In this part, you can do it with your heart. If you add the knowledge of professional dress consultants, it will be "simple"!


　 3. From the perspective of human resources, manage the level of employees with professional skills, cultivate sales professional fun and growth space, and fundamentally achieve a healthy corporate culture.


It should be a common phenomenon that shopping guides are highly mobile. Many bosses complain about the low professional quality and poor stability of employees. Many shopping guides also complain that there is no development prospect in the shopping guide industry, and they are tired of doing it for a period of time. The remaining few shopping guides with ambition are dreaming of opening their own clothing stores in the future!


This has always been the field of clothing sales personnel. There is no planning, no standardized skills, no pros and cons of the industry. Every boss likes to speak in terms of performance. No matter how good the performance of a sales guide is, it cannot be copied to others, because what makes a sales guide outstanding is character and savvy, which cannot be copied. To expand stores and businesses, it is necessary to replicate excellence to ensure profitability, so there are many hard to find phenomena everywhere!


Because of professional reasons, I have met many sales trainers, and few teachers have done a good job in sales training for the clothing industry. The reason is that most teachers can do sales but do not understand clothing, dress culture and other professions, and most of the training content is not painful or itchy. No more times of such training can become a career development system for shopping guides!


The professional skills of professional dress consultants can effectively change this phenomenon. From an ordinary shopping guide who can master product knowledge, sales process, transaction skills and service etiquette, to a professional dress consultant who can help customers provide dress matching Wardrobe consultants and other services and solutions to difficult problems (such as what kind of patterns will make people's facial features clear, how to match can adjust body shape characteristics, and matching skills for special occasions), and then a senior shopping guide can be responsible for store sales training and high-end customer dressing. Such career planning makes every female engaged in clothing sales fascinated. With the difference of professional skills, shopping guide and sales can gain more respect, wider career development space and income channels. The flow of shopping guides will naturally change. At least the average half year flow period can be extended to a two-year flow period, which reduces the cost of using talents for bosses, improves the efficiency, and accumulates talents for future development. The key is that the special talent promotion system will attract more excellent shopping guides to join your team!


　 IV. From the perspective of customer management, manage customer demand and potential demand estimation clearly and accurately, and provide sales services more accurately.


We have seen a lot of customer management and VIP management, most of which are similar to customer management methods such as points and new arrival return visit. Intuitively speaking, this information method has little effect on promoting the transaction. Customers always care about what they want, not what you want to give.


I have seen some customer profiles made by clothing stores. The information above is basically general information such as name, company, phone number, and purchase amount. If they are well done, they will write down the customer's physical characteristics and size. There is no information that can really judge the dressing preference and the next step needs. Therefore, even if there are new arrivals, it is difficult for the shopping guide to judge whether the customers like the new arrivals. If the customers arrive at the store as scheduled and find that they don't like the new arrivals, the basic customers will ignore the next return visit! As a result, many brands have accumulated thousands of customers, and the proportion of those who can make return visits is very low. What should he do for such customer file management?


The archives of the customers who buy clothes should include the customers' preferences and styles, professional style needs, preferences of colors, fabrics and patterns, dressing habits of each season and other information. Maybe you will ask how to obtain such information, which is easy to say. Yes, obtaining such information requires a professional ability of a shopping guide, who observes and distinguishes in the process of communication, rather than filling in by the customer himself, because the customer himself cannot explain clearly! Professionally trained shopping guides have the ability to retain such files to really play a decisive role in the next transaction!


　 5. From the perspective of product ordering plan, improve the ordering plan mode and realize the ordering plan mode of purchase for sale.


Ordering is the most critical skill for clothing dealers. Many dealers told me that every order would be like a "game". What I want to talk about here is what needs to be used in the order selection phase other than the order amount plan!


I have seen some dealers order 80-90% of the styles they like, but the product styles are similar when they sell. I have also seen the boss take the store manager and shopping guide to the order meeting when ordering. The width of the product is wider, but still can't get rid of the pressure of inventory. Because there are many process links from ordering to sales to customers, such as shelf time, display, personal style of shopping guide, etc., which will lead to the phenomenon that the goods returned according to the goal are not sold well.


The product style structure of a store, in addition to the basis of category market retention, is also the observation and analysis of the physical features and wearing habits of the store's target customers. Then plan the product style composition of the store details based on the analysis results. (Some product combinations designed according to the brand series and display performance are different from the adaptability of customers. Don't use them superficially, but use them in a better way after a deeper understanding.) Ordering plans that don't understand customers' clothing preferences are like crossing the river by feeling the stones. Let's talk about it when the time comes. If they can't sell, they will be in stock!


Shopping guides that can understand the physical features and clothing preferences of customers are not solved by personal understanding, but need professional learning. Otherwise, the sales of a store will only depend on someone. Once that person changes, the business will be affected for a year!


Well, after summarizing so much, I don't know whether readers have understood the characteristics of professional clothing consultant sales. Professional consultant sales is not a glib verbal ability, but a real professional skill. You can do it, he can do it, as long as you are willing to accept and learn! The future clothing business needs you to do this. Especially business men's wear, mature women's wear, fashionable men's and women's wear and other brands are most needed!


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