My first job was as a promoter in a very famous audio company in China. I am still very grateful to this company. I started my supermarket sales skills career here and got a good training, which laid a good foundation for future development. At that time, I had not graduated from college. In view of the severe employment situation, I started my internship one year in advance, and my high school diploma was hired by this company. In just half a year, I conquered the boss of the company with excellent performance and was promoted to the manager of a specialty store. Later, I left the enterprise and went to the south to develop.
Summing up my own growth experience, I think an excellent promoter and supermarket sales skills must do the following:
Supermarket sales skill one: preparing for war.
Sun Tzu's art of war says, don't fight unprepared battles. As a supermarket sales skill, the same is true. Many new promoters usually have a misconception that supermarket sales skills are to talk eloquently, but this is not the case at all. I remember that we trained for nearly a month at that time, from product knowledge to fault analysis, from enterprise history to supermarket sales skills, and we practiced every link repeatedly until we learned it backwards. At that time, our colleagues often joked with each other that we had all become robots. I remember that in order to debug the best music effect at that time, as long as there were no customers present, I devoted myself to the repeated experiment of one key at a time, which lasted for nearly a week and finally got my own satisfactory results.
Every time it's my turn to have a rest, I always like to visit various stores: First, investigate the market and be aware of it. Nowadays, customers always like to ask the promoters how cheap they are and how much discount they have. If you can't clearly understand these situations, you will be very passive when facing customers. Secondly, you can learn the skills of other promoters. Only by taking the strengths of each family can we forge an unbeaten golden body!
Supermarket Sales Skill 2: Attention to Details
At present, there are many books about supermarket sales skills, which basically talk about the initiative and enthusiasm of promoters to customers. But in reality, many promoters can't understand its essence, thinking that enthusiasm is a smile and initiative. In fact, this is also wrong. Everything should be measured, and excessive enthusiasm will have a negative impact. Enthusiasm can't be expressed simply by external expression. The key is to do it with heart. The so-called sincerity, the stone is open! Sneak into the night with the wind, moisten things quietly, the real sincerity is to think what customers think, meet their needs with the products of enterprises, and let them get benefits. I often tell the following promoters that it is obviously impossible to simply repeat the selling points of products to customers in such fierce competition. In the era of information explosion, how to make customers remember you and your products? You should learn to imagine and draw cakes, so that they can feel the real benefits. I have a promoter now. He has done a very good job in this respect, observing life with great care and applying it to supermarket sales skills. For a simple example, we have introduced a new type of electric pressure cooker, which is characterized by safety, power saving and environmental protection. He gave a very unique explanation. First, he talked to customers about how expensive gas is now, but the speed of electricity consumption is slow, and so on. He won the praise of customers. Then he introduced the product he wanted to recommend and calculated an economic account for the customer. Using this product can save time and how much money can be saved in a month. Finally, the customer happily bought the product and left.
Supermarket Sales Skills 3: Using Power
Supermarket sales skills are a process of integrating resources, and how to make rational use of various resources can not be ignored for the help of supermarket sales skills.
This is equally important for promoters who stand in the front line of supermarket sales skills.
We often meet swindlers in the street, and generally have a role-commonly known as Tuo, whose important role is to set off the atmosphere. Of course, we can't do anything illegal, but can we get some inspiration from it? When I am a promoter, I often use a supermarket sales skill and method, which is very effective, that is, playing with my colleagues. Especially for some customers who are very interested in buying, when we are stuck on price or other issues, I often ask the store manager for help. First, it shows that we really attach great importance to him, and the leaders have come forward. Second, it is more convenient to negotiate. As long as the leader gives him some benefits, customers will generally pay the bill, and the effect is very good! Of course, if the leader is absent, anyone can make a guest appearance on the leader temporarily. The key is to satisfy customers' vanity and bad habits of greed and petty gain.
Supermarket Sales Skill 4: Love at first sight.
The biggest fear of supermarket sales skills is to drag your feet and not make a decision. According to my experience, the best time for customers to stay at the supermarket sales skill site is 5-7 minutes! Some promoters are not good at reading words and deeds, can't seize the opportunity to promote supermarket sales skills when customers have the intention to buy, and still introduce products endlessly, which leads to the failure of supermarket sales skills. So we must keep in mind our mission, that is, to promote supermarket sales skills! Whether you introduce products or make other efforts, it is ultimately for the supermarket to sell products with excellent technology. Therefore, as long as we reach the edge of supermarket sales skills, we should immediately adjust our thinking, brake urgently and try to sign a contract. Once the opportunity is missed, it is more difficult to arouse the customer's desire again, which is also the most common mistake made by novices.
Supermarket Sales Tip 5: Give you a ride
Many promoters immediately breathed a sigh of relief after reaching the supermarket sales skills, and some even asked customers to do their work immediately. In fact, this is also a serious mistake. Many people say that a person's most important resource is nothing more than contacts! This is very reasonable. There is a saying in supermarket sales skills that the cost of developing a new customer is 27 times that of retaining an old customer! You know, old customers bring more business than you think. When I was a promoter, I paid great attention to maintaining good relations with customers who had already made deals, which also brought me rich returns. Actually, it is very simple to do. Just help him pack his bags carefully and bring a sincere farewell. If he is not very busy, he can even be sent to the elevator. Sometimes, some trivial actions will make customers very moved! Once, I forgot to send promotional gifts to my client. When I found him out of the mall, I immediately picked up the gift and ran after him. When I caught up with him panting, the customer was really moved beyond words. This customer later introduced me to many businesses and we became good friends. He introduced me to the company where I work now. Of course, this is another story.
Supermarket sales skills are uncertain! The key is to study hard and find a model that suits you. I hope this stupid article can help you, so I don't regret it.
What is promotion? How to do supermarket sales skills?
Broadly speaking, sales promotion refers to the behavior that one's intentions and ideas can be recognized by the other party. In a narrow sense, promotion refers to the process of a series of promotional means and activities adopted by industrial and commercial enterprises in a certain business environment for their supermarket sales skills, which can be divided into non-personnel promotion and personnel sales.
First, selling yourself to customers is a supermarket sales skill.
In western developed countries, there is a saying that there are no unsold goods, only unsold salesmen. In order to sell goods to customers, we should not only master the necessary marketing skills, but also be familiar with market knowledge, product knowledge and customer psychological knowledge. Win the trust and goodwill of customers
Promoters supermarket sales skills need to do the following:
1, smile.
Smiling should be the first lesson in sales training. If you don't have a beautiful face, you should show your charming smile. Sales promotion is not suitable for a depressed doctor of philosophy, but for those who only have junior high school or high school education but always look sunny.
A salesman in Japan installed a mirror in the bathroom at home and practiced smiling in front of the mirror when he was in the upper office. He can imitate 72 kinds of smiles. (Baby's smile, Mona Lisa's mysterious smile, smile, smile, pout) There is a standard smile, showing eight teeth; Show a smile with five teeth; A toothless smile Only friendly eye contact can make your smile more attractive. Smile is the only world language that does not need language; It is the best service mode with zero cost. For example, I once flew. )
2. Praise customers.
Sincerely praise customers, which is the specific medicine to make customers "happy". The French writers Andre and Mo Luoya said, "Beautiful words are better than gifts". Praise should come from the heart, seek truth from facts and be natural. If two people shop, be sure to find out the relationship between them. (Example: My sister and I bought a refrigerator once. A salesman's compliment to a customer should sound like a bell. According to his years of work experience, Chojiro Furukawa compiled 600 sets of compliments to praise customers on different occasions. If he sees the client's little boy, he bends down to touch the child's head (preferably two and a half laps) and says, how clever! He will do big business like your father in the future. If it's a little girl, just say, it's beautiful. When I grow up, I must be as beautiful as my mother. )
3. Pay attention to manners.
China is the most polite. It is said that many people are polite and don't criticize. Etiquette is the first sales method. Etiquette is etiquette and ceremony. To achieve the purpose of sales promotion, we need to use etiquette as a "stepping stone", which is the embodiment of respecting customers and putting customers first. Such as: 15 degree bow. "Is there anything you are interested in?"
4. Pay attention to the image.
Promoters appear in front of customers in a professional image, which can not only improve the working atmosphere. Can gain the trust of customers. The so-called professional image refers to the appearance of the promoter's clothes, manners, mental state, personal hygiene and so on, which can bring good feelings to customers. (Talking about make-up: Make-up is different and varies from person to person. In principle, it is beautiful, elegant and generous, and close to life. Stand in a "D" step, with your right hand gently placed on your left hand and naturally hanging over your chest. "∨" gesture naturally hangs on both sides of the body.
5. Listen to customers.
As far as sales promotion is concerned, listening is more important than speaking well. If you want to be a talkative person, you must first learn to be a good listener. If you talk too much, you lose. You'd better choose your words carefully, because we appreciate knowledge, not those who talk nonsense or always say the wrong thing. From listening, we can know what customers need, care about and worry about. Pay attention when listening: don't look around, don't interrupt each other's words, and avoid being in a daze. (Two ears, one mouth)
Excellent promoters spend 80% of their time listening and 20% talking. In the interaction with customers, the most difficult thing to judge is what they are concerned about or what they are interested in. A good promoter should use Hua Tuo's motto of treating diseases: "Look, smell and ask, and find out what they are concerned about." Hope: By observing customers, you can see their level, quality, needs and preferences at a glance. Wen: When listening to customers' stories, we must give them time to express their feelings, listen patiently and listen with high quality. Customers don't have the patience to tell you several times, and they won't emphasize the key points repeatedly. Sometimes they even hide their real needs naturally and unnaturally, so listen carefully. Q: At present, customers only know that they need to buy something to solve the problem, but they don't know what to buy or how to do it, so they need promoters as planners to provide them with comprehensive, accurate and suitable solutions. To understand the real needs of customers, we need to ask questions constantly in order to be a good consultant for customers' purchase and complete supermarket sales skills. A special customer should check his physical condition.
Second, supermarket sales skills should sell benefits to customers.
The mistake that promoters often make is special sales. They introduce the material, quality and characteristics of the products to customers, but they just don't tell customers what benefits these characteristics can bring. Promoters must remember: we are not selling products, but the benefits that products bring to customers-what needs products can meet and what benefits products bring to customers.
Promoters can be divided into three levels: junior promoters talk about product characteristics, intermediate promoters talk about product advantages and senior promoters talk about product benefits. So, how do promoters sell benefits to customers?
1, interest classification
(1) product benefits, that is, the benefits that products bring to customers.
(2) Enterprise benefits, the benefits brought to customers by the technology, strength, reputation and service of the enterprise.
(3) Differentiated benefits, that is, benefits that competitors cannot provide, that is, unique selling points of products.
2. Emphasize the main points of promotion
The benefits of a product are manifold. Promoters can't cover everything, but should focus on the issues that customers are most interested in and concerned about. A basic principle of sales promotion is: "instead of discussing all the characteristics of a product in a lengthy way, it is better to focus on the issues that customers are most concerned about."
The main point of sales promotion is to express the purpose of the product in short words, as well as the part of design (curtain), performance (electric frying pan), quality and price that can best stimulate customers' desire to buy.
The supermarket sales skills of Thldl.org.cn promoters are varied, but the main points of promotion are nothing more than the following aspects: suitability, compatibility, durability, safety, comfort, simplicity, popularization, practicality, beauty and economy.
3.FABE promotion method
F stands for feature, A stands for the advantages generated by this feature, B stands for the benefits that this advantage can bring to customers, and E stands for evidence (technical reports, customer letters, newspaper articles, photos, demonstrations, etc. ). FABE method is simply that after the promoters find out the features that customers are most interested in, they analyze the advantages of this feature, find out the benefits that this advantage can bring to customers, and finally produce evidence to prove that the products can really bring these benefits to customers.
Third, supermarket sales skills to sell products to customers
There are three keys for promoters to sell products to customers: first, how to introduce products; Second, how to effectively solve customer objections; The third is to guide customers to clinch a deal.
(A) supermarket sales skills and product introduction methods
1, language introduction
(1) Tell a story.
Introducing goods through stories is one of the best supermarket sales skills and methods to convince customers, and a wonderful story can leave a deep impression on customers. The story can be the details of product research and development, the concern for product quality in the production process, and the satisfaction brought by the product to customers.
(2) Trigger instance.
It is more attractive to prove a truth with facts than to discuss a thing with truth, and vivid examples are easier to convince customers. There are honorary certificates, quality certification certificates, statistical data, expert comments, advertisements, newspaper reports, letters from customers and so on.
(3) speak with data.
It is necessary to specifically calculate how much and how much benefits the product brings to customers. (For example, how much does traditional products cost an hour, and how much money is saved after technical improvement. Advertising language: it is better to save than not to save.
(4) metaphor.
Compare what customers are familiar with with the products you sell in the supermarket. To illustrate the advantages of the product. What is microwave? It's infinite radio waves. The shorter the wavelength, the stronger the penetration. It is radioactive to human body. So Galanz microwave oven stopped working at the moment it opened the door. No radiation to human body.
(5) Franklin persuasion.
This was invented by Franklin, a famous American politician. The core content of supermarket sales skills and methods is that salesmen list the benefits that customers can get from buying products and the disadvantages of not buying products one by one, and strengthen their persuasiveness with supermarket sales skills and methods that list facts. Franklin persuasion is a good supermarket sales skill and method to impress customers rationally. For example, Ryoji Aocheng, the god of Japanese automobile sales, won the sales champion of Nissan Motor Company for 16 years in a row. In order to sell a car, he prepared a detailed information, which recorded the benefits of customers buying this kind of car and the inconvenience of 100 not buying it. In this way, Aocheng Ryoji seems to have answers when dealing with customers.
(6) Image description of product advantages.
It is necessary to bring the benefits of products to customers and let customers imagine that they are enjoying the products in their minds through vivid descriptions.
Step 2 demonstrate
Promoters only use language to introduce products in supermarket sales skills and methods. There are two problems: first, many characteristics of the product can not be clearly introduced in words; Second, customers are dubious about the introduction of promoters. At this time, it is very important for promoters to demonstrate and use marketing tools.
The so-called demonstration is to show the performance, advantages and characteristics of the product in some way, so that customers can have an intuitive understanding and personal experience of the product. Promoters can demonstrate by stimulating customers' sense of touch, hearing, sight, smell and taste according to the product situation. A cleverly designed demonstration of supermarket sales skills and methods can create a miracle of supermarket sales skills. (Example: selling glass brushes and doing beauty)
Promoters should always check: are the demonstration props clean and pleasing to the eye? Are there any distinctive skills and methods to demonstrate supermarket sales? Have some good demonstration supermarket sales skills and methods been implemented? Are you still in your mind? Are you proficient in displaying supermarket sales skills and methods?
3, supermarket sales skills tools
Supermarket sales skill tools refer to materials, utensils and appliances, such as customer letters, pictures, photo albums, product promotional materials, brochures, POP, statistical data, market research reports, expert testimony, evaluation by authoritative organizations, production licenses, award certificates, franchise certificates of business departments, appraisal books, newspaper clippings, etc. Promoters can design and make supermarket sales skill tools according to their own situation. A promoter who has prepared sales skill tools in the supermarket will definitely give satisfactory answers to all kinds of questions raised by customers, and customers will trust and buy with confidence.
The promoters of Fangda Company show the perfect combination of products and cabinets by using the desk calendar or the renderings in the product manual, which makes customers want to buy. Under the background of cracking down on false advertisements, the company's products are real two-star products by using the two-star logo marked on products and leaflets. When introducing products. Promoters are holding leaflets, indicating the location of the products on the leaflets while introducing them, and finally carefully giving the leaflets as gifts to customers. In this way, the promoters can explain it in an orderly way, so that customers can clearly know the advantages of the company's products.
(b) Eliminating customer objections (refusing to handle)
Objection doesn't mean customers won't buy it. Promoters will make up their minds to buy if they can correctly handle customer objections and eliminate customers' doubts. For example, it is too expensive in ordinary refusal and so on.
1, prepare carefully in advance.
Enterprises should collect and sort out customer objections encountered by promoters and formulate unified answers; Promoters should skillfully answer the standard answers when customers refuse.
2. "Yes, but" treatment.
If the customer's opinion is wrong, the promoter should first admit that the customer's opinion is reasonable, and then save face for the customer before putting forward different opinions from the customer. This kind of supermarket sales skill and method indirectly denies customers' opinions, which is conducive to maintaining a good sales atmosphere and the opinions of promoters are easily accepted by customers. Win the truth, lose the wallet. )
2. Handling methods of consent and compensation.
If the customer's opinion is correct, the promoter should first acknowledge the customer's opinion, affirm the shortcomings of the product, and then make up and offset these shortcomings with the advantages of the product.
3. Use treatment.
Turn the customer's objection into the reason for the customer's purchase, for example, a heater promoter is faced with the problem that the product size is not effective. Can answer: "Small and exquisite is a big advantage of our products, which is very suitable for your children to keep warm when doing homework".
4. Query processing method.
Answer customers' objections with supermarket sales skills and methods of asking or questioning customers' objections. If the customer says, "Your stuff is good, but I don't want to buy it now", the promoter can ask, "Since it is good, why don't you buy it now?" In this way, the real reason why customers don't buy is found out, which is helpful to convince customers.
When dealing with customer objections, promoters must remember that "customers are always right". Promoters want to sell their products to customers, not argue with them. When there is an argument with the customer, it is the beginning of sales failure.