Empathy, Occupying The Minds Of Customers, Making Successful Marketing

There was a popular piece on the previous network. T-shirt The photo is written in Chinese and English: "I just want to see, I do not buy anything, I do not have any money, so ignore me, thank you." This photo has been forwarded and ridiculed by netizens. "We must have one." we all feel that shopping in this T-shirt will not be bothered by shopping guide. After ridicule, it is a matter of fact: why does the clothing store's shopping guide cause customers to feel the same antipathy? Is it because they are not warm enough and thoughtful? Where is the problem? This is the topic of the terminal magic cube invited international image association (FLC) qualification image consultant and Maloney International vocational education institution senior professional trainer Zhou Honghong.

Seeing Mr. Zhou Honghong, talking about the recent shopping experience and the above questions, she smiled and said, "I know where the problem is. The problem is the wishful thinking of shopping guide. They care too much about how to sell things. They care too much about whether the sales performance is up to standard today, and forget the fundamental thing: what do you want to sell to customers? How can they accept each other?" so Zhou Honghong mentioned a word: "Empathy".

What is the empathy? The explanation of psychology is that between people and people in different scenarios, at different ages, experiences, and states, they can talk, perceive, understand and share each other in a short time, and experience the power of the inner world of the other person. Zhou Honghong said: "the so-called" communion "must be the harmony of people and things, things and nature. It is a kind of positive energy, a social skill, and a born ability in the blood. It's easier said than done. "

　 Empathy -- truly understanding consumers

In highly developed information and intense competition. Garment industry Product and sales skills are no longer the core competitiveness. Terminal marketing is a kind of empathy capability, which specializes in serving customers and serving as customers' image consultants. Customers in the shop for 10 seconds, shopping guide should accurately judge their body shape, suitable clothing style, and then find the most suitable products recommended customers try on, choose goods to retain customers, rather than just match with inanimate goods.

How can the empathy be penetrated into the service? "This topic may be very big, but very important. In the 90s of last century, I took the team to do this. I didn't know the meaning of empathy, but I knew its importance. Today, the consciousness of empathy has been aroused, and it has been late for many years. Zhou Honghong sighed with emotion.

Many salesmen do not know how to sell clothes, so they lose many opportunities. Zhou Honghong gave an example: "a piece of clothing designed by French designers, which costs a lot of energy and energy, is very expensive. When customers ask why it is so expensive, if the salesperson says," the design of foreign designers is certainly expensive. " Immediately after that, the life of the dress was cut off, and the customers did not know whether they were genuine or fake, nor did they know where the clothes were.

On the contrary, if a salesperson has empathy, he will look at things from the standpoint of his customers. Carefully observe the characteristics of the customer's face, ask the customer's occupation, need to wear the occasion, and then recommend a suitable clothes. If it is not for her, please tell the customer in good faith: "these are not suitable for you, the shop next door is more suitable for you!" I believe this statement, customers will immediately trust this guide, this brand, even if this time does not buy, next time will also come to this house to see. Because she believes that the shopping guide here focuses on customers, not customers' wallets.

Empathy -- the high level of shopping guide training

Shopping guide is the foundation of store operation in Pyramid. Sale The first line. Zhou Honghong said, "if I am a boss, the most important thing is sales, because the spirit of the enterprise is guided by the eyes and language of the shopping guide, and the final sales results are also fulfilled by them. Training talents and team and forming perfect training mechanism are the basis for solving long-term problems.

Zhou Honghong told Clothing times "Reporter", the training of shopping guide needs to start from selecting talents, the higher the threshold of high-end brand choice is, the higher the threshold is: first, people who love fashion; second, must be spiritually and savvy, people who can read clothes can sell clothes; there is a technical level, shopping guide must know what is high quality clothes, simply say that it is necessary to understand goods; third, cultivate feelings rather than skills, let her feel slowly from outside to inside, taste, guide shopping need to absorb the brand's temperament, let her make moves, like words and deeds, like brand spokesmen.

Of course, the boss also has concerns: staff training cycle is long and mobile, and spend too much time and energy will outweigh the gains. If the boss can calculate mental accounts, give the salesmen enough incentive and continuous training to enhance the sense of value and happiness of the shop assistants, the collective will be cohesive. For example, a salesperson's bonus is several hundred yuan, and sales may increase by several million yuan.

Empathy helps brand positioning

Empathy, like the flow of water in pipes, circulated continuously. Not only should shopping guide learn to be empathy with customers, but also the boss should learn to be empathy with the outside world.

"Now the enterprises are busy catching up with their work. This season is going to catch up with the next season, making a quarterly loss of one season. When the boss is anxious to earn money, the salesperson rushing to sell goods, and haste less, and lose is lost in the word" urgent ". Zhou Honghong talked about the status quo of many enterprises: the boss spent energy on the capital chain, popular colors and foreign names; spent the money on the best planner and designer, and planned the number of chain stores in the future and occupied the big market. But occupying the market does not mean owning the market. {page_break}

If some enterprises make a season or lose a season, they will question whether the style of the product needs to be changed or not? Is the grade of the brand upgrading or decreasing? Should the age position be changed? So many brands can not find the direction and orientation when doing the work. "Because there is no fixed customer group around the brand, the operation of enterprises is too turbulent to build brands." Zhou Honghong said.

In addition to having vision, decision-making, intelligence and ability, bosses also have the empathy ability of people's emotions in social, economic and political forms. Just as the theory of "the better the economy, the shorter the skirt for women". Zhou Honghong, for example, said: "what impact does this year's rainstorm bring to people's clothing? Do people still have the mood to buy luxury goods? Should they change when designing clothes? Operators should have the ability to perceive natural and social changes with clothing materials and colors, and to predict the trend of future trends. A good clothing brand has a high empathy capability. It can capture details and subtle changes rather than close doors.

Zhou Honghong believes that "white collar" is doing well in empathy. Women's wear Brand, it will accurately grasp the information beyond the clothing, design empathy and perception, is an ideal and savvy enterprise. For example, white-collar workers are sensitive to seasonal colors and make people look comfortable. There are also some foreign shopping malls, shops have prepared free desserts and places for men to relax. They can drink coffee freely, listen to music, read newspapers, and wait for ladies to choose clothes.

"If a salesperson understands the principle of empathy and thinks of others, why do customers distrust you? If the boss can perceive the environment, how can he be unable to locate it?" Zhou Honghong believes that in the future competition, who will occupy the minds of customers is the winner, who is the leader of empathy.