Recommend an article, hoping to inspire. Why are there "cold spots"? During the terminal research, I discussed the question of "silence" with the shopping guide. Many shopping guides say this: Today's customers are really difficult to deal with. Even if we greet the customer with a smile, the customer still doesn't respond, or doesn't listen to the introduction of the shopping guide at all, which hurts the shopping guide, and then the shopping guide loses himself and lets the customer go to the store to let them choose, and the "silence" situation follows. Therefore, most customers look around and then leave. When the shopping guide made the final interception, the customer casually threw out words such as "inappropriate", "too expensive", "look first" and "compare again". Then customers will disappear in the vast building materials market, and then turn around and become at a loss! The result is that this situation and result will be repeated over and over again, and the shopping guide will be hypnotized by the customer's response words over and over again. Finally, the shopping guide concludes: our products have no features, our prices are too expensive, our brands are too small, our customers are too sharp, and so on; Find other people's reasons to forgive your mistakes! I don't know that this situation is caused by the mistakes of our shopping guide to a greater extent, and it is caused by the unprofessional shopping guide. Say unprofessional words, do things that should not be done, and the relationship with customers can not be well established, resulting in a "silent" situation, and even drive customers away. . . . Yes, today's customers are more and more self-centered and independent! But do we choose to complain, or face the problem and solve it? The answer is unknown. Customers are growing and demanding, but our shopping guide is not growing. Still treating current customers in the same way as a few years ago will definitely hit a wall, and "silence" is inevitable! Therefore, as a shopping guide, let's first look at how we did it and what we did wrong, and then look at how to improve our professional skills. The following four aspects are the author's induction and summary of the problems after in-depth research in the terminal, and put forward the corresponding guiding ideology and solutions for your reference: the first reason of "cold spot": the shopping guide is too impatient and eager to sell things; Can not close the feelings with customers, establish the trust foundation of follow-up communication. Not long ago, my friends and I had dinner in a restaurant in Shanghai Ganghui Square. Just as we were worried about the dazzling menu, the waiter came over. "Hello, Sir! Thank you very much for coming! In order to make everyone eat healthier, the waiters in our restaurant are trained by professional nutritionists, which can not only help you choose your favorite taste, but also help you with nutrition! Excuse me, Mr. Erwen, what flavor do you like? " Ladies and gentlemen, if you are a guest, how do you feel at this time? Then the friend asked, "What do you think is healthier?" Attendant: "This gentleman really pays more attention to hygiene! Here's the thing. . . "Then it took about three minutes to tell us that modern people generally don't lack anything, what they should eat and how to match them. After she finished eating, the food was prepared for us, and we basically didn't look at the price. Finally, my friend wanted to add a ginseng chicken soup. The waiter said, "Sir, in fact, these nutrients are already in the previous dish. If you add this soup, there will be some extra nutrients." You see, I think you'd better switch to corn soup, which is nutritious and cheap. What do you think, gentlemen? "Ladies and gentlemen, if it is you, the answer is yes! According to everyone's experience, the average waiter will say, "what can I do for you, sir?" Or "Sir, these are our specialties. . . Then look, "honey, they are the most expensive!" "Why is the answer yes? Because the waitress is not in a hurry to introduce the products to us first, but from the interests of customers, her professionalism not only won our trust, but also reflected her consideration for customers and buying products for them. This is the fundamental difference between that waiter and other waiters, so I often go to that restaurant later, because: I believe her, she is my personal nutrition teacher, and I basically listen to their arrangements every time I order; Not only that, I often recommend that restaurant to my friends. Building feelings with customers should be aimed at terminal sales and then introducing products. This feeling should be established quickly after welcoming guests, so that customers will be willing to listen to your next introduction. However, how do we do shopping guide now? How efficient is it? At present, when customers enter the store, shopping guides often adopt two reception methods; One is the introduction of pressure, regardless of the willy-nilly, half an hour is overwhelming, so that customers can't insert a word. There is also pressure to ask, "What style did you buy?" "Where is your home?" "What price do you want to buy? "Waiting makes it more difficult for customers to answer or unwilling to answer; Finally, the customer had to casually deal with the shopping guide and say, "I'll have a look first." Then the shopping guide was blindsided and didn't know how to deal with it, so he fell into an embarrassing situation. Come on, with past experience, continuing to explain will drive away customers; To be on the safe side, in order to let customers stay for a few more minutes, they have to be defeated and let customers choose. " Ok, look around first, please call me if you like! "Ladies and gentlemen, this is a typical' natural' shopping guide, which has no professional value. It is conceivable that the next step is the passive situation of "ice". The second kind of acceptance is the release type. After welcoming guests, they are still doing their own thing, letting customers find their favorite products. When the customer asked for an introduction, the shopping guide slowly stepped forward. " This is our * * product, which adopts * * * technology. It's being promoted now. You can get some discount if you want! "Ladies and gentlemen, in fact, at this time, the customer is in the interest stage, which is a critical moment for the shopping guide to push the customer's demand to the purchase desire stage through effective skills. However, such a pale introduction, coupled with a simple quotation, made customers suddenly alert to the price, and all their attention was paid to the price at once, while the previous slight interest in the product was concealed by the price alarm, and then customers began to browse other products, strolled around quickly and slipped out of your store! At the training site, I often say that the above two kinds of shopping guides are natural shopping guides, which simply do not reflect the professional value of shopping guides and the packaging value of products; This kind of shopping guide situation is tantamount to "labor" work, because ordinary production workers will say and do this! So, how can we effectively establish the emotional foundation of communication with customers? How can I enter the customer channel? Generally speaking, you can start from the following two aspects: 1, don't explain how good your product is at the beginning, it will attract customers' resistance; Talk more about things other than products, such as life, family, politics, sports, hobbies, and things about customers. Use topics to find a common language with customers, establish empathy with customers, enter customer channels, and reduce customers' sense of conflict and strangeness. At this time, customers will easily accept your product introduction below. 2. Think about the customer with your sincerity, think about the problem from the customer's standpoint, and establish a trust relationship. The first step above is the emotional establishment in the contact stage. The requirement for everyone at this stage is to at least make customers feel comfortable entering your store, and then emotional communication; At this stage, the basic trust relationship has not been established, and the establishment of trust is the second stage of emotional establishment, that is, the establishment of personal trust and product trust through effective product promotion is directly related to the customer's purchase decision. The second reason for "silence" is that the shopping guide lacks self-confidence and dare not say it. I remember when I was doing floor service in Foehlinger many years ago, I once went to Panzhihua for investigation. At that time, regional sales staff responded that the company's new products were not well sold in the local market, while other markets in the country were selling well. So I went to the store in Panzhihua to do on-site analysis. When I came in, I saw that all the new products were displayed in inconspicuous places, so I asked my boss why they were not displayed in conspicuous places according to the company's requirements. The dealer boss said helplessly that it was displayed in accordance with the company's regulations at first, and then those new products didn't sell well, so they changed their positions with old products. Knowing this situation, I didn't ask for immediate display adjustment, but stayed in that store. It was the weekend and the traffic was ok. After the observation in the morning, I found that there are such problems in the shopping guide: first, the shopping guide does not take the initiative to introduce new products, but always likes to introduce products that he likes and is most familiar with, so that new products are left out in the cold and shelved; Second, some customers are very interested in new products, but the shopping guide rarely introduces new products, either simply signing up or simply quoting. Of course, what is more regrettable is that in the face of customers' questions, shopping guides are even more timid. Even when customers are still interested in products, the shopping guide actively turns to the introduction of other products, and the result is unknown. Faced with this situation, in order to prove to the shopping guide, I started my own shopping guide to show myself. I finished two new products in one afternoon. Later, when summing up, the shopping guide said their true feelings. " Mr. Song, in fact, we also want to explain to our customers as confidently as you do, but we dare not say that we are afraid that we are wrong. Second, we are afraid that customers will ask us questions, and we can't answer them, so we dare not say more! "Yes, the lack of confidence in the shopping guide is a big problem that plagues many dealer bosses. Confidence in products, brands, prices and self is directly related to terminal sales. If these confidence problems are not solved well, the mentality of the shopping guide will be bad day after day. Finally, the shopping guide will leave an eternal excuse "the price is too expensive!" , "the product has no characteristics", "insufficient visibility" and so on. So, how did this confidence come from? What can be done to enhance the confidence of shopping guides? According to the author's research on behavior and success for many years, in practical work, it is more important to give you a method or skill to solve problems than a set of ideas to stimulate motivation, because motivation can hardly stand the blow of setbacks and the test of endurance. The actual effect of solving problems will make people enjoy success, stimulate success with success, and enhance confidence with confidence. This is why I always insist on "solving practical problems" as the purpose of the course. Therefore, people's self-confidence comes from strength, from the accumulation of success, not from repeated failures; In the face of failures and setbacks, we should face them bravely, but we need to avoid them more, because failures can only discourage people. After all, indomitable people are very few. Therefore, the self-confidence of shopping guides needs to be encouraged, but it needs more successful behaviors and cases in daily work to encourage them. This kind of motivation is the self-motivation and internal cause of the shopping guide, and its energy far exceeds the temporary encouragement of others outside.