are you tired of the incessant sales pitch? Are you afraid of the rejection and indifference that follow? Maybe furniture sales make you feel exhausted, but your ability and performance can never be improved. In fact, furniture sales is a creative job. You can only become a top furniture shopping guide if you make changes for success. This paper is an effective and successful strategy based on the marketing practice of nearly 81 excellent furniture shopping guides and the furniture sales scene, which I believe will double your sales performance.
1 Professional sales model of furniture guide
In the increasingly competitive furniture market, every guide must establish the concept that there are no customers who can't make a deal, just because the guide doesn't know enough about customers; There are no customers who can't close the deal, just because the method and strategy of the shopping guide are incorrect; There are no customers who can't make a deal, just because the shopping guide can't gain the trust of customers.
these concepts will help you improve your shopping guide level. An excellent shopping guide is not only selling products, but more importantly, selling the benefits of products to customers, selling a sense of trust and caring. To be an excellent shopping guide, you must always focus on your customers. The most important tasks are: to quickly enhance the trust of customers; Find and tap the customer's demand points. The specific time allocation ratio for communicating with customers during sales is as follows:
Building trust-41%;
find the demand-31%;
introducing products-21%;
facilitate the transaction-11%;
1.1 The core strategy of building trust is to establish an emotional marketing atmosphere
The most beautiful voice in the world is the voice full of concern, and the most respected service concept in the furniture industry is: kind and natural smile, careful and thoughtful service and all-time care. Emotional communication and caring voice are the most effective ways to build trust and make customers moved by you. Smile, praise and appreciation are common methods to build trust, and infect customers with a good mood. Because you are in a good mood, everything is beautiful. Understand the customer's needs with a voice full of concern, and use the power of customer witness (including customer purchase information, newspaper reviews, award certificates, inspection reports, albums, etc.) to convince customers.
1.2 Find and tap the customer's demand points
Why do customers buy our products? Or to solve problems, or to achieve happiness! The easiest way to understand the customer's needs is to "put yourself in the other person's shoes", that is, put yourself in the other person's shoes. The rest of the sales process is just to give the customer a reason to buy.
formula of humanized marketing: approval+praise+transfer+rhetorical question
approval means sympathy, understanding and tolerance, approval does not mean complete agreement, and the approval language type is: "That's good!" "What you said is very reasonable!" "that's a good question!" "I can understand what you mean!" Wait a minute.
the highest state of praise is the principle of harmony. The highest level of harmony principle should be: the people who listen are very useful, and the people next to them are not disgusted.
transfer is to quietly push the meaning to be expressed. The five commonly used types of transfer are: break down the topic, do you mean … or …; Swap the concept, which shows that ... just ...; Give an example, in fact ... In fact ... For example ...; Homeopathic reasoning, so ...; Guided by absurdity, if ... of course ...
When we talk face to face with our customers, the last question mark is more beautiful. Commonly used rhetorical questions are: "What do you think?" "What if ...?" "Do you know why?" Wait a minute.
1.3 persuasive product introduction
We must establish the concept that "what we sell is not the product, but the benefits that the product brings to customers" and ask ourselves repeatedly: What kind of needs can the product meet? What benefits can we bring to our customers?
According to the marketing level, shopping guides can be divided into four levels:
1. Low-level shopping guides talk about product characteristics and hope customers can buy them.
2. The middle-level shopping guide tells the customers the advantages of the products.
3. Senior shopping guides talk about the benefits of products, so that customers are tempted.
4. The value of products sold by top shopping guides proves that products can meet the needs of customers.
the most effective way is to create and enhance the perceptual value of furniture, and use the method of "beautiful ideas" to let furniture enter the hearts of customers. In the process of sales, the furniture guide should skillfully guide customers, let them expand their imagination, experience the aesthetics and art of home, feel the lifestyle and comfort he wants to have, thus forming a beautiful idea, and introduce the "family space atmosphere" with furniture. Excellent shopping guides often use this method to make customers full of infinite expectations for future home life, and let customers feel the psychological experience of "choosing tasteful furniture is to design your future home".
1.4 promoting sales
the key to promoting sales is to close the transaction quickly and collect the deposit. When the time is ripe, excellent shopping guides will make a decisive deal and make a quick decision to avoid losing customers because of hesitation. We should pay attention to the following three points:
1. Create an emotional space for customers to participate in the purchase decision.
2. Don't create new problems on your own initiative.
3. Try to facilitate many times and reach a deal quickly.
2 Deciphering the actual marketing case of excellent furniture guides
2.1 Opening remarks
"Hello! Welcome to xx furniture store, glad to serve you! " The shopping guide asked, "Excuse me, what should I call you?" The customer replied, "Just call me Mr. Wu". The shopping guide introduced himself: "Hello, Mr. Wu, I am the shopping guide of our store. My name is XX. I am responsible for your shopping guide service in the mall, and I will serve you all the time."
decrypt brands and trade names that are repeated many times; Call the customer by his own name to create a sense of intimacy; The shopping guide introduces himself to let customers know about you; Create an emotional atmosphere with customers. This is an opening statement full of concern.
2.2 The most effective way to understand customer needs and recommend products
1. Have you heard of our brand before?
2. Do you pay attention to brand and quality or price and style when choosing furniture?
3. I know it is not easy to buy furniture. You can compare it carefully and I will give you some suggestions!
4. Do you know how to distinguish between superior and inferior products?
5. The sofa of this brand is made of good materials and has the largest sales volume in the near future.
6. I know the most important issues in your product selection, so I solemnly recommend several products that meet your requirements.
2.3 product introduction skills
The key to introducing products is to highlight benefits and product quality advantages.
when each new product goes on the market, excellent shopping guides will recite and memorize the core points of the product information provided by the manufacturer (recite the original text), so as to be convincing when introducing the product. However, most ordinary shopping guides never recite the original text, but only describe it, which will lose the beauty and characteristics of the product and prevent customers from forming a "beautiful idea" product experience. The text introduction case of a brand sofa is as follows:
In addition to the fashionable metal fittings, this product uses the original materials of wooden feet and wooden frames as the main image and powerful foil, revealing noble and elegant aristocratic temperament in tranquility and profound neoclassicism connotation. Moderate cross-square cushions not only increase the flexibility and beauty of the sofa, but also make it difficult to take care of it. Coupled with the calm shape of the atmosphere, they all reflect the elegance of retro and the leisure and comfort of modern life.
this sofa seat is deep and comfortable, and the armrests are straight and square. The carefully configured round armrests add a little more lively flavor to the whole sofa, so that the tradition is no longer monotonous. The wooden frame can also be transformed into walnut, cherry and other colors with the theme of the living room.
zy-1312 can show its unique flavor, whether it's in the resplendent painted beams and carved buildings or in the gentle small building.
Decryption Only by reciting a large number of classic original texts and telling customers, plus some descriptions, can we fully create a "beautiful idea" of products in customers' minds and make you a master of product introduction. Introducing a product is like introducing ancient poetry. If you can't tell the original text, just describe it, the connotation, beauty and unique sense of realm of the product will disappear! Remember, reading the lines of excellent furniture shopping guide every day will soon make perfect and make you charming!
2.4 Keep customers' common words
The chances of customers leaving are too small, and excellent shopping guides will generally try again to find opportunities for customers to turn back.
1. Do you have any comments or suggestions on my service?
2. Would you please talk about the decoration of our store and the service of our products and give us some advice?
3. Is there something we haven't done well enough? Can you give us some valuable advice?
4. Can you leave your contact information? If these products you are concerned about have preferential activities, I will inform you as soon as possible. 8
5. You can listen to this kind of product selection skill, even if you don't buy it now, it will be beneficial to buy similar products in the future.
6. it doesn't matter. you must choose it carefully. here is my business card. I'll be happy to answer any questions you have.
2.5 if the customer didn't buy it, leave the customer's contact information
1. Hello, this is the product information and my business card. By the way, we also prepared a small gift for all customers who came to the store. Would you please help me register it? In addition, if you like, we will send you some new products or promotional information through SMS regularly.
2. You believe that I am a professional. Don't worry, I will provide you with free consultation whether you buy or not. Can you leave a contact information? If we have any preferential activities, I will give priority to inform you.
3. I applied for a special price for these products you like. Please leave your contact information and I will inform you then.
4. Here is my business card, can I leave your phone number? We can help you to measure and make a demonstration for free.
Decrypting sales is a process. Getting a customer's contact information means that the customer is willing to include you in his selection plan, which increases the possibility of successful sales. The store is the most important unit to collect customer information, so it is necessary to strengthen the collection of store information.
2.6 customer recommendation contains unlimited business opportunities
after the product is sold, excellent shopping guides should not forget to ask old customers to recommend new customers. The so-called customer chain is that the old customers continue to extend and form our new customers.
standard lines of customer recommendation: thank you for trusting our company and myself. A successful person like you, a famous person, or a successful entrepreneur like you must have many friends around you, or a well-connected person like you must have many friends. I wonder if there are any friends around you who also need our products. If so, please help me make a recommendation, so that you can help me further explore the market and serve more. Don't worry, I will provide him with the same quality service. (or) Don't worry, if he doesn't want to buy it, I won't force you. What do you think?
Decryption of excellent shopping guides often uses customer recommendation method to obtain many new customers, which is the secret of their doubled performance. Because of serving a customer well, the customer may recommend at least five new customers.
2.7 use sales records to get a deal
when introducing products to customers, the shopping guide should record all the products that customers are interested in on the sales list, including model, style, color, price, etc., and write as much as possible. Then find a quiet place to communicate with customers while drinking tea, so that customers can cross out unwanted products and naturally leave products with great intentions. By this way, customers' intentions can be quickly determined and the transaction rate can be improved.