How to learn to sell men's wear

Sales skills of men's clothing stores, how to sell men's clothing well!

First, men's shopping guide skills

1. Six requirements

2. Four Principles

Second, the analysis of men's buying behavior

(A) the concept of male buying behavior

1. Characteristics of men's buying behavior-men often have no opinions when buying clothes.

2. Analysis of the buying behavior of men who shop alone-most of the ideas in the shopping process come from the shopping guide.

3. Analysis of men's buying behavior accompanied by women-most of the opinions in the shopping process come from accompanying women.

(B) Countermeasures for men to buy services

1. Conquer him with your major-a man who goes shopping alone.

2. A man who talks a lot will lose-a man who has a woman to go shopping with him.

3. Divert attention-the collocation of promotion and gift

Third, the men's clothing store sales process-"ecstasy six steps"

1. Welcome guests

seek an opportunity

Step 3 start

Try it on.

Bill

6. seeing off guests

First, men's shopping guide skills

In the process of clothing sales, shop assistants not only show and explain clothing to customers, but also recommend clothing to customers to arouse their interest in buying. So the shop assistant's shopping guide is very important in the sales process.

First of all, the recommended clothing should achieve the following six points:

1. Be confident when recommending clothes to customers. When recommending clothes to customers, salespeople must have confidence in themselves, so that customers will have trust in clothes.

2, suitable for customer recommendation. When presenting goods and explaining them to customers, we should recommend suitable clothes according to the actual objective conditions of customers.

3. Use gestures to recommend to customers.

4, with the characteristics of goods. Every kind of clothing has different characteristics, such as function, design, quality and so on. When recommending clothes to customers, we should emphasize the different characteristics of clothes.

5. Focus the topic on commodities. When recommending clothes to customers, we should try our best to lead the topic to clothes, and pay attention to customers' reaction to clothes, so as to promote sales in time.

6, accurately say the advantages of all kinds of clothing. When explaining and recommending clothes to customers, we should compare the differences of various clothes and accurately tell the advantages of various clothes.

Secondly, we should pay attention to the following four principles in the sales process:

1, starting from 4W. Making suggestions on when to wear, where to wear, who to wear, why to wear, etc., is conducive to sales success.

2. The main points should be brief. When explaining the characteristics of clothing to customers, the language should be concise and clear, and the content should be easy to understand. The most important characteristics of clothing products should be stated first, and then spread out layer by layer if you have time.

3. Specific performance. According to the customer's situation, improvise, don't be stereotyped, just say "this dress is good" and "this dress suits you best" and other simplified and generalized marketing languages. Change the way of speaking according to the sales target. Introduce different content to different customers to suit everyone.

4. Sales staff should know the fashion trend, understand the pioneers of fashion, and explain to customers that clothing conforms to the fashion trend.

Summary: Shopping guide is a very important and key factor to make customers have buying beliefs in a short time. In fact, it is necessary to analyze the customer's buying behavior, introduce and explain the design, function, quality and price of clothing, and really make the customer's psychology transition from "comparison" to "belief" and finally sell successfully.

Second, the analysis of men's buying behavior

The following is an example of the analysis of men's buying behavior:

(A) the concept of male buying behavior

Do men have their own opinions in the process of buying and selling male terminals? Today I will analyze the sales and service skills of men's wear on this topic.

Walking out of this brand counter, I strolled to another men's wear counter, which is my favorite brand. I have worn this brand of suit before, but after a few years, it is still straight and has a good impression. After taking a fancy to a white striped shirt, the shopping guide elder sister of about 40 years old showed a sophisticated look, took out a new package, quickly opened it and handed it to me, encouraging me to "try it on" in the fitting room. When I got dressed and walked out of the fitting room, my sister kindly and carefully arranged my shirt and said, "It suits your style, generous and gentle" ... At this time, my inner thought was:

After returning home, my wife scolded me: "How can I buy more than 500 shirts without a discount when traveling in the mall during working hours?" Do you still care about your family? "

Ladies and gentlemen, do you think that "men have their own opinions" in the shopping process? In my opinion, in fact, men don't advocate it most of the time during the shopping process. Most of the ideas of those men who go shopping alone come from shopping guides. (digression: everyone knows that the characteristic of men's shopping is to go straight to the theme, and the first choice for men to buy clothes is the brand; In other words, as long as a man enters the store, it shows that he likes or trusts the brand to a great extent. For those brands that he doesn't like or approve of, men are too lazy to walk in. Therefore, if men often fail to make deals after entering the store, this is the problem of shopping guide, because most of the views of men who shop alone "go deep into the tiger's den" come from shopping guide)

Because I work in the terminal building, I often go shopping; One day, I passed the counter of a shoe brand and saw a couple in their thirties choosing shoes. The woman sat in a chair trying on shoes, and the man stood impatiently in front of the woman, watching her try on a pair of Shuang Yi shoes. I only heard the woman say, "This one won't work", "Try that one", "This one is too ugly", "Try this one again" and "Ok, just pull it". In this process, I didn't hear what the shopping guide said, so I opened the bill smoothly. I thought to myself: what a clever shopping guide. )

Ladies and gentlemen, after this scene, do you think that "men have their own opinions" in the process of shopping? Similarly, in my opinion, men don't advocate most of the time in the shopping process. Those men who accompany their wives to buy clothes are largely from their wives. It is good for his wife to say yes, but it is not good for his wife to say no. As we all know, most men are career animals, and they have no leisure to study the collocation, style and fashion of clothes ... this is a woman's specialty. (Because of this, most men who usually go into the den alone die miserably after going to the mall! )

Combined with this situation, I remembered another scene the other day: in a men's wear brand counter, a pair of 25-year-old male and female friends were choosing coats. The man stood there like a good baby in front of the mirror in the fitting room, and his girlfriend carefully arranged it and looked at a new jacket on him like a good son (I couldn't help laughing at this scene). The shopping guide of this brand stood by with his clothes in his arms. I found that the shopping guide said seriously and responsibly, "I think blue suits him", "Really", "It's my personal opinion anyway" and "How about it?" "This is also appropriate." ...

Ladies and gentlemen, at this point in the scene, are you saying that this order has been closed? After the boyfriend and girlfriend said "look again", they walked impatiently to another men's counter. The scene of this purchase shows: first, the men who buy clothes with their girlfriends have no opinion; Second, compared with this man's girlfriend, the strange shopping guide has no influence on the purchase proposition. The shopping guide "looks very responsible", saying "I think" and "my personal opinion" will only drive them to another store. Compared with the shopping guide selling shoes, the performance of this shopping guide needs our training more.

Review and summary: Men who go shopping alone, men who are accompanied by wives and men who are accompanied by girlfriends do not have their own opinions in the process of buying men's wear, even though some opinions often have no fundamental influence on the purchase behavior. Therefore, the phrase "men have their own opinions" may happen in things other than buying men's clothes.

If everyone is not convinced, let's look at another situation, that is, how many friends and colleagues accompany men to go shopping to see if they are "men have their own opinions"

Last year, my colleagues and I went to Shanghai on business. In our spare time, the three of us went to a brand flagship store on Nanjing West Road. The brand is the first in Spain and the third in the world, which is talked about by the industry. The store address is diagonally opposite to hang lung plaza, so I won't mention the name. I think people in the industry already know the name of this brand. When we walked in, a female colleague began to criticize my motherland. I want to know what fashion is. I don't have the taste and style of dressing ... I want to show my taste, but I tried it on before I finished browsing. Every time I try on one, I come out and ask her, What about this one? How about that? Finally, she seemed confident in me, and a pair of pants, a T-shirt and a coat entered the package and made out the invoice.

When I returned to my home in Shenzhen after the trip, my wife inevitably scolded me, which was not suitable for my style at all; When I wore it to the company, I asked my colleague with different eyes, "Do you know what brand this is?" But they all said the same thing: "Benirall's"? I almost vomited blood.

That set of world famous brands has been in the closet ever since. Ladies and gentlemen, "Men have their own opinions"? What I can be sure of is that "men have their own opinions" may happen in other situations when men buy clothes;

Bottom line: Men often have no opinions when buying clothes;

(B) Countermeasures for men to buy services

According to the psychological characteristics of this purchase, how should the terminal personnel of our brand clothing monopoly deal with the sales skills of men's wear? Let's analyze them one by one and give countermeasures:

1, convince him with your specialty-for those male shoppers who enter the store alone, the above analysis is clear: many times he doesn't advocate it, you have to advocate it. Salespeople should stick to him instead of simply saying, "I'll take this one." In order to get a lot of money from them, we must gain their trust in the sales staff. According to my research and feelings, the trust of paying the bill comes from the specialty of the terminal sales staff in suit fabric, workmanship, style and collocation. Let me give you an example first:

Once, I wanted to buy a new suit to deal with my old clothes. I walked into a brand counter (note: I definitely recognized it, liked it or at least didn't dislike it. As I said before, the first choice for men to shop is brand. In fact, this means that the transaction is half done for him. What do we see down there? )。 I went directly to find a suit, "touch and ask" (touch the fabric and ask about the price discount), and the young lady answered quickly and found a suit to encourage me to try it on. Of course I won't refuse. I took off my coat and took the suit in her hand and put it on. When I put on my left arm, I found it was too small. I said it was too small, but she said she was embarrassed and didn't understand my size. She immediately changed into a bigger size, and I wore it again. At this time, I found that it was still too small, and it was very uncomfortable to wear it on my arm. I'll say it's still small. At this time, I was disappointed. I even feel that the fabric of this suit feels rough, although the style looks good.

That's how a salesman who can't even measure the yards visually kicked me out. Although this brand attracted me into the store, it was a pity that it attracted a discouraged male shopper.

Walking into my favorite men's wear counter next door, I went straight to the point like a normal male shopper. My question is simple: "Miss, what are the concerns about single-breasted and double-breasted buttons?" "Which one do you think is suitable for me?" "How much is this fabric woven? Which one I choose is right "... Her answer is:" It depends on which one you like, nothing to pay attention to ".

The salesman told me that there was nothing special about the suit with a price of 4,800 yuan. I didn't pay much attention to what suit I bought, so I went out.

According to the sales situation of men's wear I have served, especially in the sales of high-end suits for men's wear, the basic knowledge of fabrics, workmanship and styles and the unique positioning of brand design are the basic contents that must be mastered first. For the shopping guides who have a good grasp of these aspects, I find that their performance is always among the best.

2. If you talk too much, you will lose-for those men who go shopping with (wives, girlfriends, friends).

We have made it clear that such shopping men have no opinions, and most of their opinions come from the accompanying person (of course, when you find that the accompanying person has no influence, treat him as a separate shopper and influence him with your major). At this time, what we are talking about is to act according to the color of his wife (girlfriend, friend), don't judge lightly, don't talk nonsense, just do the service with your heart, just like the couple who bought shoes in front. Even the center of your service needs to be transferred to them: chatting, praising and recognizing her.

3. Spread eastward-pre-advertising, terminal promotion, store design and employee recruitment may all need to follow the factors of male shopping escort (female).

Men's wear has touched women's hearts and almost touched men's wallets. Once, the slogan of a men's wear brand in Fujian was "a man who makes women move", which was a household name in China. Later, its slogan was changed to "Be cruel to yourself". Presumably, many women are elated after seeing it: that's it! That's it!

On a business trip in Wuhan, I bought a tie at a men's wear counter on the spot without hesitation, because its promotion was to buy a tie and give a bottle of ladies' perfume. How could I miss such an opportunity? When I got home, I told my wife that I bought you a bottle of perfume. She asked, is it expensive? I said that although it is expensive, it is worthwhile to send a tie!

Many men's store designs are magnificent and luxurious. Take the chairs in men's clothing stores as an example. Many styles are tough and classical. In fact, I seldom find a male customer sitting there. Most of them are women. Obviously, such a chair is uncomfortable and not suitable for women. If she gets up and walks away, can the man stay?

A women's clothing brand in Beijing has achieved great success in serving boys, which must have greatly comforted the hearts of 40-year-old female shoppers. In men's wear sales, facing those female decision makers, using boy service is killing two birds with one stone: attracting and persuading women; When there are no guests, you can continue to try on clothes to create a good atmosphere in the store.

Men have their own ideas about buying men's clothes? In fact, men have no problem!

Third, the men's clothing store sales process

What should we do before welcoming the guests? Friends who have participated in the training know that we have repeatedly stressed that the secret of attracting customers into the store is to be busy. In men's clothing sales service skills, before the guests enter the store, the salesperson's action is best to be busy, and what is busy is not the most important.

Before welcoming guests, two common shopping guide actions should be avoided in men's wear sales:

"leaning against the door to sell laughter" type. Every time I visit the men's counter in a shopping mall, I find many saleswomen standing at the door, leaning on one side and looking at the guests passing by in twos and threes in the aisle with deep affection. Every time a man like me goes shopping, in this case, he suddenly feels very scared.

"Cold-eyed" type. Once, in a shopping mall in Shenzhen, a shopping guide of a men's clothing brand (the so-called first brand of men's clothing) who got on the elevator stood in the center of his store, his voice was dull and he looked down at the people outside the store coldly. This expression is not important. Few guests who walk on the men's floor directly enter the store, but all turn along the passage.

If it is a busy scene, it will attract those male guests in need into the store invisibly. As soon as he enters the store, he will give a gentle trick-called "six steps of ecstasy".

1, Step 1: Welcome guests.

In the face of most modern "face-saving" men, it is very unfavorable for sales if they are left out after entering the store.

If you are a mid-range consumer brand, guests enter the store: your natural smile means "welcome to a brand", which makes him realize that you have noticed him and provide services for him at any time (not immediately);

If it is a brand with a certain high-end consumption level, it is best to say hello when guests enter the store: "Good morning" and so on.

A few days ago, just after the Spring Festival, I wanted to buy a shirt, so I went to the men's counter in the shopping mall. I didn't feel anything after a vague stroll. Suddenly a brand came, and the sales girl smiled and said to me, Happy New Year! Let my eyes shine and I am in a good mood. I walked into the fitting room ... I haven't forgotten to write about her here. She never dreamed of it.

Step 2: Find the machine.

The average male shopper doesn't like chattering and being disturbed at close range, so it is a safer and superior service to enter the search machine (the time to find the reception answer) after welcoming the guests.

Step 3: Opening

When guests are attracted by a certain kind of clothes, it means that your time has come:

"Sir, this dark suit is very suitable for formal occasions, and it is also very suitable for wearing in the workplace."

"This kind of fabric is made of * *, which is very suitable for you to wear in this spring and summer season ..."

"Sir, this suit should be just right, not too close to the skin, and not too big. For a slender figure like you, you can consider this popular single-row three-button style with narrow waist and straight tube cut or fit! "

"Sir, like a business person who travels frequently, this kind of processed, light weight, wrinkle-free and easy-to-care wool business leisure model is very suitable for you."

……

Ladies and gentlemen, once these languages are exported, they can attract male shoppers who are worried and don't know what kind of suits to buy. That is to say, they will see the profession when they export, and this sword is very light.

"What do you need, sir?" "try it if you like, sir" and "we are Italian famous brands" ... these languages are very simple. Compared with the above languages, it is better not to say it.

Step 4: Try it on.

Under the influence of your professional language, he began to realize the value of not advocating.

When the guests put on their suits and walk out of the fitting room, you will see them immediately:

Dan Qi knelt down and helped him pull his pants inside with a careful and serious attitude. This move should be done in the heart, so that he can feel the meticulous care of women and awaken his inner touch; Then stood up and helped him button all the buttons of his suit, spread out all the parts and told him very professionally and seriously:

"Because everyone's figure is different, trying on is the most accurate way to choose a suit. I want to help you pay attention to whether the sleeve length, shoulder width, sleeve cage, body length and waist button fit, especially the shoulder line of the suit should be consistent with the shoulder. At the same time, raise your hand and swing it a few times to ensure that you can move freely after wearing it ... "

Before the salesman could finish this sentence, the male shopper had already determined from his heart: this is what you want to buy clothes! Value! So if the sword of Six-pulse Excalibur goes sideways, almost all the guests will not move, and they can start preparing for the joint sales at the back!

Step 5: Make a bill

After stimulating customers' desire to buy to the maximum extent, it is wise to get customers' consent quickly and enter into transactions such as "packaging" and "invoicing". The longer it takes, when the heat inside him cools down, anything can happen.

Don't send him out so soon after completing this order-you can help others match shirts, ties, shoes, wallets, belts and socks and see the effect.

Step 6: Send the guests away

When all the possibilities that can be concluded are over and the guest says "Your service is really good, I'm going home" (I have swiped my card and have no idea of shopping), you can see the guest off. This guest is definitely worth your indirect communication. Send him to the door or even downstairs or in the parking lot and ask him if he needs help calling a taxi or looking for a car. Maybe he has lost his mind. I don't know why he just wanted to buy a pair of socks, but he took so many clothes.

In communication, don't hide your joy at this time, and always say thank you, which shows that you are very immature. Talk more about the maintenance of clothes;

"Mr. Li, good suit, seven points of technology, three points of maintenance, back ..."

Ladies and gentlemen, the last step of the "six steps of ecstasy" is definitely not a simple step. This step is a "comeback"!

The purpose is to let him come over next time and even bring a friend.

Although it is a little long, I firmly believe that it will help you if you look at it confidently. . . You can also search how to sell men's clothes, read more about this knowledge and practice more, and you will be successful. Let's go . .