Communication is the most important content in interpersonal relationship. An idea, a message, is often expressed through one's own habits in the process of transmission, explanation and understanding. How to make the other person and you accept each other, truly reflect your feelings, and achieve the purpose of compromise or agreement? This is the art of communication.

The skill of effective communication is sixteen words: be friendly to people, be emotional to people, convince people by reasoning, and be touching.

Many times, the guests are not in a happy buying mood, but the physiological formation mode of the shopping guide is very popular, such as a kind smile and careful sales promotion, which turns the guests' mood into joy and increases their desire to buy.

Effective communication is not a simple behavior or involuntary action at all, which really affects the performance of shopping guides.

200 1 Jinan a pair of sterilization and deodorization health shoes is being promoted in a franchise store. The consumer asked, "Is your product really as good as advertised?" A shopping guide immediately replied, "You will feel better if you try it." The consumer asked again, "What if I don't feel so good after buying it?" Another shopping guide smiled and said, "No, we believe your feelings." This promotion was a great success. Not only did the product sales exceed the previous sales, but more importantly, the brand awareness of the product was greatly improved.

Language is a communication tool. It is through language that people communicate their feelings and thoughts, and they maintain a harmonious relationship. For shopping guides, language is the medium to communicate with customers. All marketing activities are to establish the initial contact through language first, so that marketing activities can make continuous progress and finally achieve the purpose of buying. Therefore, language communication is the beginning of shopping guide activities, which is directly related to the success or failure of shopping guide. Generally speaking, if the words are used properly, it will narrow the distance with customers and make business possible. A shoe store in Wuhan once received a customer from Beijing. As soon as the other party opened his mouth, the shopping guide immediately said, "Listen to the accent. You are from Beijing." The guest nodded and asked, "Are you from Beijing?" The shopping guide replied with a smile: "No, but I have great feelings for Beijing. I feel very cordial when I listen to the Beijing accent." The guest was very happy and bought 10 pair of leather shoes at one time. If the words are used improperly or even unacceptable, the first impression will be bad, and naturally there will be no business. As a shopping guide, due to professional relations, we should pay attention to mastering proper limit, what to say, when to say it and how to say it. It is different from language communication in daily life and should have professional characteristics.

Language communication is a kind of interpersonal communication based on psychological contact. Therefore, psychological factors have the greatest, most direct and most critical influence on language communication. When talking with customers, shopping guides must pay attention to making their language close to each other's psychology and try to eliminate the barriers caused by psychological barriers. This is because people's acceptance of anything is first manifested in psychological acceptance, so putting words in people's hearts will make things easier.

Shopping guides should also pay attention to conciseness in the use of language and convey as much information as possible to customers in simple and clear language. Highlight the main points so that the other party can understand and remember them. If upside down, repeatedly, repeatedly, have nothing to say, not only didn't get to the point, but also take up more time, cause the other side's disgust. Concise language is not only the need of communication, but also objectively reflects the professional proficiency, solid style, honesty and credibility of shopping guides.

Of course, there are still many things to pay attention to in the language communication of shopping guides, such as speaking in a civilized way, not using foul language, being objective and true, and so on. To sum up, the marketing language of shopping guide must be artistic, and if necessary, you may wish to "sweet talk" and grasp the discretion. In particular, while communicating, I give "smile" as a gift to every visiting guest anytime and anywhere.

Reception art and speaking skills of shopping guides

Shopping guides mainly receive customers through language. Whether the language of the shopping guide is warm, polite and appropriate directly affects the image of himself and the enterprise and the satisfaction of customers with goods and services.

The same sentence, different statements, will have different effects, which can not only make customers feel comfortable and generous, but also make customers leave without spending a penny. The key is speaking skills. There is a difference between civilized and standardized language and speaking skills in shopping guide. Civilized and standardized language focuses on choosing words, and speaking skills focus on how to use words flexibly and tactfully. Only by combining them organically can customers sound natural, comfortable and happy, and the organic combination of the two is the artistic skill of shopping guide language. Therefore, the shopping guide must pay attention to civilized and standardized language and speaking skills when receiving customers.

(A) home reception skills

Tell the truth. What should we say when customers come in? What did you say?/Sorry? This is an art, a science. American salespeople usually politely say to customers who choose goods, "What can I do for you?" Customers have neither the pressure to immediately answer your "what to buy" nor the feeling of being left out.

In some franchise stores, customers are stared at by the shopping guide as soon as they enter the door and ask, "What do you want? You know, not every customer who goes to a franchise store comes to buy shoes, but the shopping guide "What do you want?" The subtext is "Why not buy something?" "What do you want? "This kind of outspoken question often puts the two sides of communication in a simple buying and selling relationship at once. It seems that you can only come to the franchise store if you buy it, and then you must buy shoes. This will make it difficult for customers who want to see it before deciding whether to buy it or not. It is obviously impolite not to answer. Answering' nothing' seems to be against your will, because sometimes you are not sure what to buy.

When the customer enters the franchise store, the shopping guide should nod and smile and ask "Hello!" This is the first gift to receive customers. Staring at the customer makes him feel valued, and his eyes move with his eyes. When his eyes fall on a shoe for more than 5 seconds and his eyes shine, he can ask in time:' Do you like this style? At the same time, the performance, characteristics and price are introduced, which can also be compared with other similar shoes. If his eyes fall on a shoe for less than 5 seconds, it means that he has not "fallen in love at first sight" for this shoe.

(B) Questioning skills

When a customer approaches a franchise store, the shopping guide should greet the customer first, which is a concrete manifestation of polite hospitality and should be strongly advocated. There are often some special circumstances. In the first case, taking the initiative to ask questions will cause customers' disgust. If a customer walks into a bargain shop, the shopping guide asks, "What do you want?" When customers heard this question, they not only refused to accept it, but questioned the shopping guide: "If you don't buy it, you won't be interested in me." As a result, both sides were embarrassed. In the first case, it is impossible for the shopping guide to ask questions to every customer actively because of busy business or other objective conditions. The third situation is that some customers only care about shoes, and the shopping guide doesn't ask. In these cases, it is particularly necessary for the shopping guide to correctly use the skills of mastering active questions.

1, seize the opportunity to ask questions and use civilized language appropriately.

When customers stop in front of the display, when customers wander around the franchise stores looking for shoes, when customers touch leather shoes or discuss with other customers, it is a good opportunity for the shopping guide to ask customers. Language must be civilized, polite, sincere and cordial, and the first sentence should be properly addressed. Sir, miss, old people and children, what can I do for you?

2. Clever use of conversion language, from passive to active.

The customer shouted at the shopping guide, "Miss, show me these shoes." The shopping guide should ask: "Do you wear it or others wear it?" This question belongs to the conversion language, from passive answer to active question, which can lay the foundation for the smooth progress of the whole service process.

3, flexible, improvise.

When a shopping guide asks a customer a question, he can't stare at "which one do you want, sir?" "Master, what do you want? Don't let go. The content of the question should be improvised. To do this, first of all, the shopping guide is required to flexibly decide the content of the question according to the characteristics of the customer's age, gender and occupation. This kind of active questioning can dispel customers' doubts, and at 18, we can quickly understand customers' intentions and provide basis for the next service. Secondly, the shopping guide is required to master the way and content of asking questions flexibly according to the actions and gestures of customers. For example, when customers touch leather with their hands, the shopping guide can take the initiative to answer: "this is soft sheepskin" and "very nourishing feet". , master the initiative of service.

(C) Answer skills

The skills of answering are mainly aimed at the questions raised by customers about a certain commodity and the explanations made by the shopping guide. Its main purpose is to persuade customers to buy, but it can't show the trace of "persuasion". It needs the shopping guide to enhance customers' interest in language, resolve customers' doubts and make customers finally buy.

L, master the skills of circuitous. It is sometimes inconvenient to answer customers' questions directly, especially when customers have "objections" to the purchase, and it is even more inappropriate to "tit for tat". At this time, attacking from the side in a roundabout way may get twice the result with half the effort.

2. Skills of changing sentence patterns. When a customer chooses a shoe and thinks the price is too high, the shopping guide has two answers to this question. One is "although the price of this shoe is a little high, the quality is very good", and the other is "although the quality of this shoe is immoral, the price is too high." Although these two sentences are just reversed, they give people a completely different impression. The former statement will make customers feel that this kind of shoes is of good quality, even if the price is high, it is worth buying. The latter statement will make customers feel that the shoes are not worth so much money and not worth buying, which will greatly weaken their desire to buy. According to the above two expressions, it can be summarized into two formulas: a, disadvantage-advantage: advantage, b, advantage-disadvantage: disadvantage. This is a general formula that should be used when recommending high-priced shoes to customers.

3. Use the skills of "two more" and "two less". This skill means that when answering customers' inquiries, requests are used more and orders are used less; Use more positive expressions and less negative ones. Request language is based on respecting customers, expressing their wishes in the form of soliciting opinions from the other party, making customers feel cordial and willing to accept it; Imperative language is based on the premise that customers must obey, and it is an act of forcing each other. When customers put forward things that the shopping guide can't promise, such as returning goods, if the shopping guide directly says' no', it will make customers unhappy. However, if we say "Please forgive me ...", we will not only refuse the inappropriate demands of our customers, but also make them feel unhappy. It must be put forward on the basis of affirming the customer's statement, which is easy to be accepted by customers; Negative type is to put forward your own opinions on the basis of denying the customer's statement, which will make the customer feel despised and unwilling to accept it. For example, customers ask, "Are these shoes too expensive?" The shopping guide replied: "It is a little expensive, but compared with other similar shoes, it has an extra function and is worth buying." This is the affirmative answer. If the shopping guide answers the customer's question like this: "It's not expensive at all, you can buy a pair." This is a negative answer, and these two different answers will have completely different effects on customers' buying behavior. Another example is when a customer asks, "Do you have this in brown?" The shopping guide replied: "No". This is a negative form. If the shopping guide says, "Yes, there is only black at the moment, and black is stable. You must look handsome in it. " This is a positive alternative. The artistic application of affirmative answer can give customers a cordial and credible feeling.

(1) Use imperative mood to avoid imperative mood.

Imperative sentences are unilateral meanings of the speaker. He forced others without consulting them.

Do it; The request statement is to respect each other's attitude and ask others to do it.

On-demand reports can be divided into three types:

Affirmative sentence: "Please wait a moment."

Question: "Can you wait a moment?"

Negative question: "This pair of leather shoes can be found soon. Can you wait? "

Generally speaking, interrogative sentences are more touching than affirmative sentences, especially negative sentences, which can better reflect the respect of shopping guides for customers.

(2) Use more affirmative sentences and less interrogative sentences.

Affirmative sentences and negative sentences have opposite meanings and cannot be used casually. But if used skillfully, affirmative sentences can replace affirmative sentences, and the effect is much better than negative sentences. For example, when a customer asks, "Don't you have this style of shoes in red?" The shopping guide replied: "No". This is an affirmative sentence. After listening to this sentence, the customer will definitely say "since there is no red one, I won't buy it" and then turn around and walk away.

But if the shopping guide answers in different ways, the customer's reaction may be different. The customer asked, "Don't you have this style of shoes in red?" The shopping guide replied: "Yes, there are only two colors left at present, but these two colors are very nice. Wearing it will definitely have a good effect. " This is a positive answer.

(3) Take the method of demotion before promotion, please see the following two sentences:

A, although the price is a little high, the quality is very good;

B, although the quality is good, the price is a little high;

Except for the reverse order, the number of words and wording of these two sentences have not changed at all, but they give people a completely different feeling.

Look at the second sentence first. Its focus is "high price". So customers may have two feelings: first, although the quality of this product is very good, it is not worth so much money; Secondly, the shopping guide may look down on me and think that I can't afford such an expensive thing.

Analyze the first sentence again:

The focus of the first sentence is "good quality", so customers will think that this shoe is so expensive because of its good quality. Summing up the above two sentences, the following formula is formed:

Although the price is a bit high, the quality is very good.

Disadvantages-advantages: advantages

B, although the quality is good, the price is a bit high.

Advantages and disadvantages: disadvantages

Therefore, when recommending and introducing products to customers, Formula A should be adopted, and the first item should be mentioned.

The shortcomings of the goods, and then introduce the advantages of the goods in detail, that is, first derogate and then praise, this

This method is very effective.

(4) Use vivid words and euphemistic tone.

When recommending and introducing leather shoes to customers, we must use vivid language so that customers can easily sound connected.

Yes, and it is easy to have a desire to buy.

Please look at the following three sentences:

"These shoes look good on you."

"These shoes look elegant and like a lady on you."

"These shoes look young on you, at least ten years younger." First sentence

Not vivid enough. The second and third sentences are more vivid, and the customer is happy even if he knows that you are praising him.

Besides vivid language, euphemism is also very important. For some special customers, you should listen to their taboos and make them feel that you respect and understand them. For example, say "plump" instead of "fat" to customers who are fatter, "darker skin" instead of "black" to customers who want to buy low-grade products, and say "this is cheap" instead of "this price is moderate".

(5) Cooperate with appropriate expressions and actions.

Although the wording and tone of speech are very important, the language is vivid, and if the expression is cold and the action is dull, the effect is not good. Therefore, when the shopping guide speaks, he must be accompanied by natural movements and friendly expressions to make customers feel happy, but he should pay attention to the fact that expressions and actions should not be exaggerated to avoid customers' disgust.

(6) Keep the dialogue and let the customers decide for themselves.

If you say "I think this may suit you" and then let the customer say "I've decided to buy this", it's easy for the customer to feel satisfied with "choosing by himself". If you assert that "this is better", it will make customers feel oppressed. Therefore, shopping guides should not assert, but take hints or suggestions as the principle.

(7) Speak within the scope of their duties.

When customers make mistakes, the shopping guide should take the initiative to take responsibility with words like "I am not sure enough".

(8) show respect at the end.

Take "You're fine" as an example. "You are suitable" is not disrespectful, but the ending still feels rough. If you say, "It suits you, doesn't it?" Humble tone, strong respect for customers, will have greater effect.

4. Answer the customer's inquiry according to the customer's expression. This is to guide the buyer to observe the customer's reaction and answer the customer's inquiry, so as to understand the customer's attitude towards the goods and determine his own answer. For example, a customer asks the shopping guide, "Which one should I wear?" The shopping guide pointed at the customer and said, "I think this is very good, don't you?" If the customer says "Yes, it's beautiful", the shopping guide can continue to introduce it.