Don'T Let Shopping Guide Buy Out.

"You can try it on if you like," "this is our new model, welcome to try it on"...

At weekends, reporters and friends, little fish go shopping in Xidan. Almost every time they enter a clothing store, the attendants in the shop shouts their passionate words with loud voice.

When we entered a shop, the little fish just touched a dress. The waiter on the side said loudly, "Miss, this is very suitable for you. Try it on." after listening to this, the little fish dragged my arm away.

This is the little thing that I encountered when I was shopping. I can think of it carefully. From the memory of shopping, similar words always seem to be full of consumers' ears, even though consumers are already "looking at dishes", but the guide buyers in clothing stores are still enthusiastic.

Is it that the consumers do not enjoy the hospitality of the waiter, or do the shopping guide do not catch the appetite of the consumers?

How many?

Mature brand terminals and general brand terminals perform differently. The main difference is not only the sales performance but also the mental state, passion and enthusiasm of the salesperson in the store and the atmosphere of the store.

How to make the terminal image of clothing brand attract consumers? Interview with Wang Jiansi, a real training expert of China clothing terminal, he said, after a large number of surveys found that many clothing store guides are actually expelling customers every day.

"We may sell less clothes every day, but we are not aware of it. What is more serious is the loss of the brand image of the foundation for the survival and development of the shop.

Therefore, the incompetent salesperson is the biggest cost and profit black hole of a store. "

Wang Jiansi believes that all this stems from the fact that the shopping guide uses the communication method and the customary selling skills to communicate with customers. The reason why shopping guides do this is that they simply don't know how to communicate with customers.

In fact, the way that shopping guides express content is much more important than the content itself.

The image of terminal is summed up in four aspects: store image, service, sale and product.

What is the impact of these aspects on brand image? First, if the store's image is good, it will naturally attract more customers. Second, only when customers enter the store, can they provide services to him, good service attitude, give customers a good impression, a relaxed shopping environment, customers are willing to stay and see products and listen to introductions. Third, customers really want to stay, and they can sell products with skilled sales skills. Fourth, while purchasing agents understand products and master rich product knowledge, they can sell products better, sell value for money, and even get value for money.

The four aspects are interrelated and progressive. They are also the four basic skills required in the process of building the terminal image.

"Trying to wear is bullshit."

The store service in clothing brand image building should be innovative, and it can not always deal with customers' changing needs and increasingly demanding demands with invariable language and thinking.

Wang Jiansi said: "in fact, such as" try it on "is a nonsense, because customers must buy clothes to try on.

"This is not bad, but try it," because the salesperson lacks professional knowledge and fails to recommend suitable styles to customers. As long as he sees which clothing the customer sees, it says that it is good, causing customers to distrust the recommendation of shopping guide, which can be described as a guide's own performance so that customers do not take their suggestions into consideration.

If you want to compete for more market share in the competitive clothing market, you have to do something different from competitors in many details, including communication between customers and customers.

Many consumers say: "when you enter a clothing store door, you will have a crowd of people around you. They are not asking you what you need to do, but they are constantly recommending their clothes."

Such clothing shops make consumers somewhat discouraged.

Then, how can the terminal guidance salesman create a "gas field" that attracts consumers? Wang Jiansi gives four suggestions on the example of the customer guide who asks customers to try it on.

First of all, shopping guide should seize the opportunity, not to put forward the suggestion of putting on trial too early. Secondly, it is suggested that we must have confidence in trying it on. This confidence can be shown through the strength of language and body. Once again, it is advised not to give up easily when trying on it. If the other party refuses, we should think of the good reason for asking the other person to try again, and let the customer feel reasonable, but we suggest that we try not to wear it more than three times, otherwise it will make the customers feel disgusted. Finally, setting up a professional consultant image and gaining the trust of customers in front of customers will play a positive role in promoting the shopping guide.

Many consumers will hate the term "trying on" as well as small fish. In the face of this situation, Wang Jiansi suggested that shopping guide can say: "Miss, you really have a good eye.

This dress is the hottest one we sell this week, selling five or six pieces every day.

With your figure, I believe you will have a good effect after wearing it. Here, there is a fitting room. Please follow me to try it on to see how it works.

If the other party still doesn't move, the shopping guide can say: "Miss, in fact, everyone wears different effects, even if I speak it well, if you don't wear it, you won't see the effect."

This is fair and reasonable, and consumers will not dislike it.

For the clothing industry, the brand is king, but it wins at the terminal, because only the recognition and sales volume of consumers can bring investors endless profits, and a group of buyers who are popular with consumers will add more color to the brand image.