How to be an excellent shop assistant?

In supermarkets and various stores, I'm afraid no employee has more frequent contact with consumers than salespeople. The behavior and attitude of salespeople are directly related to the fatal factors such as brand image, publicity effect, retail performance and customer loyalty. In a supermarket with hundreds of salespeople, if it is well managed, training excellent salespeople will greatly enhance the competitiveness of the supermarket. Actually, it's not. Some salespeople are deeply loved by customers, attracting and retaining many repeat customers for supermarkets, while some salespeople are unacceptable to consumers and disliked by supermarket management. The service level of sales staff not only affects the image of the company in the eyes of consumers, but also affects and restricts the overall management level and performance of the company. So how are excellent salespeople tempered?

Recruitment: the right one is the best

In the eyes of customers, the clerk is the representative of supermarket service. The words and deeds of the clerk are very important to the performance of the supermarket. They have the most frequent contact with customers and encounter the most problems, which puts higher demands on the professional quality and personal quality of shop assistants. It is not easy to be a salesperson that both supermarkets and consumers like, nor is it easy to be an excellent salesperson.

The position of supermarket assistant is very important, but the requirements for its skills are not very high. Moreover, many supermarkets only put sales staff in the position of sales staff, so the salary of sales staff is relatively low, and they usually face great work pressure including physical and mental aspects. In the contact and interaction with customers, ordinary customers are strangers, perhaps never seen before, but keep smiling according to the requirements of the supermarket. The dialogue with customers should be respectful, friendly and effective. When you meet unreasonable customers, you should submit to humiliation and smile. These friendliness, courtesy, consideration and adaptation to customers require a lot of emotional labor from sales staff. Emotional involvement requires them to suppress their true feelings and devote themselves to their work, even if they are in a bad mood or uncomfortable, they should wear a professional smile. The role they play in their work often conflicts with their personality, so they should abandon their personality and values. Sandwiched between customers and supermarkets, we should not only respect the company's regulations, but also meet customers' requirements and satisfy them. When customers make excessive demands, salespeople are faced with such an embarrassment: whether to act according to regulations or satisfy customers. I can't afford to offend both. Consumer preferences vary widely. A service mode that satisfies the former customer may be very different for the latter customer, which often brings a lot of trouble to the sales staff.

Therefore, the supermarket should pay attention to the selection of shop assistants, and only the right ones can be used, and don't pursue Excellence too much. The so-called suitability should be based on two complementary abilities: one is service ability. Salespeople usually stand to serve, and they have to stand for more than five hours every day, so they must be healthy and able to withstand fatigue. The process of shopping guide is the process of speaking, which needs to stutter clearly and have certain expressive ability; The second is willing to serve. That is, the sales staff's interest in shopping guide reflects their attitude towards service and their concept of customers in this position. In fact, service willingness is much more important than service skills. There are many people with service ability, but few people with service consciousness.

It is precisely because of the low status of salespeople, too little income, heavy work, and all kinds of unexpected conflicts and emotional dedication that many people are reluctant to engage in shopping guide work. Therefore, when recruiting sales staff, we should choose people who are service-conscious, helpful, careful, like communication, patient and adaptable, and not just pursue Excellence; After some training, the right salespeople can also grow into excellent salespeople and be more loyal.

In the process of recruitment, we should regard recruitment as a marketing activity, subdivide employees, design and promote the positions of salespeople, so as to win in the competition for "intellectual market share" with competitors. In addition, it is also a good method to appropriately lower the entry standard to expand the scope of qualified candidates, because good employees may be among those who are not so good to managers.

When dealing with the role of salespeople, supermarkets should change and treat salespeople as customers, not just employees. Supermarkets all know that customer satisfaction is conveyed by satisfied employees. If employees are dissatisfied with their work and the company and feel that the value of doing a certain job is not respected, it is hard to imagine that they will provide satisfactory service to customers. Supermarkets should treat salespeople as customers and provide them with suitable posts and corresponding treatment, such as salary, training and promising careers. Only by regularly investigating whether the post and life needs of salespeople are met can we better understand their wishes and adjust their working methods; Encouraging customers to appreciate the work of salespeople and rewarding their good performance in time will greatly stimulate their service enthusiasm.

Training: pay attention to actual combat

Now many supermarkets and stores are boldly training salesmen other than salespeople, and dare to fight and fight. In sharp contrast, the training of sales staff is still tinkering around the edges, lacking a high-quality, professional and practical training system. And the training frequency is not high. Often, the headquarters formulates a terminal training system, prints it into a booklet or simply sends it to the branch office by fax or email, and the sales staff of the branch office carries out the training process. Then, according to the training situation in various places, the training of the sales staff of the branch office is the weakest link in the implementation of all projects, which leads to the failure to implement the training of the branch office, and the roving training of the headquarters comes in a hurry, which is often impractical and the effect is not obvious.

Training is silent, and then there is self-control. Sales staff have unprecedented initiative in product image display and promotion, which is helpful to the image of terminal stores and the promotion of customer service. We can't ignore the limitations brought by the low overall quality of sales staff. Therefore, in the daily management and training of sales staff, we should pay close attention to and accurately grasp their real needs, so as to effectively avoid arbitrary and general preaching.

First, corporate culture training

Due to work reasons, salespeople have been in terminal stores, which are geographically and psychologically far away from corporate headquarters, which generally makes them feel humble and think that they are in a humble position. Objectively, it is impossible for the company to maintain good and effective psychological communication with them every day, so the centrifugal force of salespeople will increase, and the service enthusiasm and initiative will drop sharply. Therefore, in our training work, we should introduce the company's entrepreneurial process, development overview, honorary awards, certification, strategic planning and so on in detail and systematically. Corporate honors and awards can not only make salespeople more convincing when introducing products to customers, but also make them have the same vision and pride as companies. Through the infiltration of corporate culture into salespeople, they can enhance their sense of belonging, be proud of the company and be willing to work for the company for a long time.

Second, self-confidence training.

The cultivation of corporate culture can reduce the inferiority complex of salespeople and make them have the same career vision as the enterprise. Additional self-confidence training is also necessary. The cultivation of self-confidence is mainly to let the sales staff realize their responsibilities, get rid of the beggar psychology and establish the messenger psychology. Let salespeople understand that shopping guide is a science, and it is a comprehensive discipline system of marketing, psychology, consumer organizational behavior and sales promotion. It should be recognized that the responsibility of sales staff is to serve users sincerely, and shopping guide is not a burden but dedication and fun. A salesman with beggar psychology thinks that the salesman's shopping guide is begging others to help him do something, so he is very afraid of the customer's opposition and the customer's comments on the product, and he can't help but realize the failure when commenting. Angel psychology is a measure to improve their confidence. Instead of asking customers to buy products, it is better to introduce or recommend a product that is useful to them.

In addition, pay attention to the decoration of the instrument. Appropriate clothes will undoubtedly leave a good impression on customers and enhance their self-confidence. When selling products, sell yourself first. If customers don't like the appearance of salespeople, it's hard for them to like the products recommended by salespeople. Shop assistants should dress neatly and appropriately. If they have work clothes, they should wear them, so as to be consistent with the corporate image.

Third, product training.

The cultivation of products is to "take advantage of yourself and be shorter than others"! There is no need to cover up the problem. It is necessary to make it clear to the sales staff during the training, so that the sales staff can clearly grasp the disadvantages and deficiencies of competitors while clarifying the selling points and advantages of their products. But when comparing, we should pay attention to strategy, and we should not belittle other brands with obvious intention.

The product knowledge of the shopping guide is the basis of the success of shopping guide. A shopping guide with sufficient relevant knowledge can quickly gain the respect of customers, reduce the difficulty of shopping guide and provide consulting services. While mastering product knowledge, we should also master the ways to acquire knowledge, update our knowledge at any time, and warn salespeople to tell customers frankly when they encounter information they don't know, and then try their best to obtain information and tell customers in time. Don't pretend to understand and talk nonsense. Memorize product knowledge and be good at expressing it in colloquial and popular language. It is difficult for customers who are basically "ignorant" of products to understand full technical terms, and it certainly does not help customers to buy. When salespeople become experts in product knowledge, they can easily answer all kinds of questions raised by customers. Being a customer's purchasing consultant, let customers buy suitable and satisfactory products, not only provide customers with products, but also provide added value-satisfactory service, so that customers' consumption value can be improved and customers' loyalty can be obtained.

Fourth, self-training

Training is a higher level of communication than simple teaching, and if the trained salespeople are allowed to simulate various actual situations and conduct self-training during the training process, they will reach another level. Therefore, in training practice, salespeople should be encouraged to actively use divergent thinking and simulate various scenarios through role drills, so that salespeople will feel that the questions are real and the answers are feasible and effective. So as to speak enthusiastically and actively cooperate. In the end, everyone has mastered the solution to the problem and can give customers satisfactory answers quickly and effectively.

Verb (abbreviation of verb) training language acceptability

Training itself is a very serious matter, especially when there are written training materials, such as explaining the company's rules and regulations, terms and rules are extremely strict. It is doubtful whether the training lecture can achieve the effect if it is taught according to the script. Therefore, in training, we should pay attention to the acceptability of language, fully combine the rigor of words with the humor of explanation, stimulate the sales staff's interest in learning and improve their understanding ability. For example, the trainer can make the written materials into humorous animated slides and replace the language with visual effects, so its acceptability will be greatly enhanced.

Six, the use of marketing tools

Marketing activities of modern enterprises are highly organized and systematic, and there is a strict monitoring and evaluation system. Especially in promotion, there are not only personnel involved, but also advertising, public relations and promotion. The promotion combination will greatly improve the promotion effect. It is precisely because of the wide spread and application of integrated marketing that ordinary supermarkets not only require salespeople to stutter to introduce products and enterprises to customers, but also use various marketing means to stimulate customers visually and audibly, gather manpower and attract purchases; Always check whether the POP advertisement in the container is soiled and whether there is rubbish or paper on the floor. Whether there is dust in the showcase and whether the products are beautifully displayed. For example, in some book supermarkets, books are arranged in spiral stairs, hearts, towers and the Great Wall. After reading it, customers can enjoy a sense of beauty and the probability of buying will increase.

Seven, role practice

Role drill is a learning method often used in training. Trainees are familiar with what they want to master through simulation activities. In the shopping guide practice, you can be a group of three people, one playing the customer, one playing the salesperson and one playing the observer; Customers and shop assistants rehearse according to the scenes set by the distributed materials; According to the learned knowledge, the observer examines whether the salesperson knows the customer accurately and asks for information; Make a class demonstration. Customers and salespeople in each group talk about their feelings about the exercise, and the observers tell the observation results. The lecturer organized class discussion, analyzed the performance of the sales staff in the role-playing process, and the issues of common concern to the students.

Shopping guide: wisdom+skill

The shopping guide process of an excellent salesperson is the process of bringing satisfactory service to customers by using their own wisdom and skills. Shopping guide is not simple, it needs the flexibility and skills of sales staff. The so-called contingency, explained by Confucius, is that those in power change their minds, which means change, and achieve the purpose of shopping guide in a way that customers are satisfied. And the skills are all learned from practical training. The following are the common problems in daily shopping guide.

First, be close to customers.

Getting close to customers requires skill. You can't suddenly appear behind customers when they are absorbed in enjoying a product, which may scare them. Improper contact with customers or improper timing may scare away customers; If handled well, it will leave a good first impression on customers, which will be of great help to further understand customer needs, narrow psychological distance and complete sales. Three principles should be adhered to when contacting customers. One is the "three-meter principle", that is, customers can say hello when they are three meters away from themselves. Of course, it's not necessary if customers don't mean to say hello to you in the supermarket. The second is the "welcome principle". In many supermarkets or shops, salespeople prefer to use "please feel free to look around" rather than "welcome". In fact, this sentence inadvertently instilled a subconscious mind of "just looking and leaving" into the customer's brain. Therefore, the salesperson should change his statement immediately. A smiling "welcome" is the best way to express your welcome to customers. The third is the principle of "enthusiasm golden point". In the supermarket, it is often seen that some over-enthusiastic salespeople greet customers from a distance, and when customers approach, they will never leave, endlessly introducing how good a product is. This kind of excessive enthusiasm that does not understand the customer's personality and needs is very undesirable. Customers like shopping in supermarkets, because supermarkets have a relaxed and free shopping environment, and they can choose their own goods at will. The excessive enthusiasm of sales staff will bring a kind of pressure to customers, and they will inevitably run away and get rid of your entanglement. Therefore, the enthusiasm coefficient of sales staff should not be too high, and the six-point coefficient near the golden section is the best enthusiasm. In fact, only when customers need help can you show up in time and help them enthusiastically.

Second, understand the needs.

Why do you need to know the requirements? Because the time of customers and salespeople is precious, we should not use it to introduce products that customers don't need, which can't reflect the principle of convenience. If you blindly introduce information that customers don't need, it will make customers feel disgusted and distrust the sales staff.

When introducing products, let customers know the information of products and their benefits; Pay attention to the customer's expression and reaction, give the customer the opportunity to speak and ask questions, and avoid all the introductions at once. Introducing a product is not a talk show, but understanding the real needs of customers. Pay attention to whether the customer is interested. If not, ask the customer what he doesn't know. Be careful when asking customers. Don't ask questions that customers can't answer or are too complicated.

When introducing information, customers' needs may change according to the introduction of sales staff. Salespeople should constantly observe the changes in customer interests. For example, at first, customers want to buy a commodity, and by introducing customers to understand the unique characteristics of a substitute commodity B, customers may be interested in B. At this point, the salesperson should shift the focus of the introduction to commodity B.

Third, it is recommended to buy.

After introducing the product information, ask the customer if there are any other requirements. When customers are basically satisfied, they should actively suggest buying and boldly outline the benefits of buying. But don't worry, just suggest it once; If you suggest buying too many times, it may arouse customers' disgust, but it won't work. Because if the customer is silent after hearing the first suggestion, there must be other reasons. At this time, it is necessary to learn more about customers' concerns or new ideas. For example, you can ask, "Do you think there are any other questions?" "What other information do you need to know?"

If you confirm that the customer has no intention to buy, you should sincerely thank him for coming, don't pester the customer, keep a positive attitude and don't let the customer feel your inner disappointment. Thank customers for coming and coming again. At this time, you can say, "I'm sorry to have kept you waiting." If you need any help, please feel free to come to me or call me. This is my phone number. " . If the customer decides to buy, he should actively assist in the purchase.

Fourth, say goodbye to customers.

After shopping, you should be more enthusiastic about thanking customers for their trust and support and seeing them leave. If the goods are too much and too heavy, take the initiative to help or call the delivery man. Add some words to customers who still have doubts to enhance their self-confidence, such as: your eyes are really unique; If you are not at ease, you can contact me at any time.

Verbs (short for verb) deal with difficult problems.

1, too many customers. On holidays, many supermarkets are full of customers and salespeople are overwhelmed. At this time, you can't just greet the customer in front of you, but also greet other customers, nod and smile, and say "welcome". If you can complete the purchase in a short time, you must do it first. If you have free colleagues, you can ask them for help.

2. Close cooperation between colleagues. It is very important to know how to play in shopping guide, so that guests can get a kind of psychological satisfaction. For example, when customers are hesitant, they should cooperate with each other and add fuel to the flames. When dealing with customer complaints, we should cooperate once and for all to solve the problem satisfactorily. When communicating with customers until there is no topic, you should also leave yourself a time step to communicate with another salesperson.

3. Treat tourists. Many people don't want to go shopping in supermarkets or shops, but just wander around or ask some questions. Salespeople can't make them feel left out. To achieve "all tourists are guests, we should be friends", the same hospitality. If possible, we should take the initiative to introduce the superior products and current promotional activities of the supermarket, publicize our services, send some promotional materials to the supermarket, and ask customers to help the supermarket advertise.

4. Treat picky customers. Sometimes you will meet some unreasonable customers in the process of shopping guide. Don't quarrel with customers, still explain patiently and enthusiastically, communicate as much as possible, and remember that customers are always right. If it can't be handled, report to the superior in time.

5. The goods are out of stock. Unfortunately, when the goods customers want are just out of stock, they are advised to switch to other substitutable goods, and the reasonable substitution between them is introduced. If the customer insists that the goods are out of stock, leave the customer's contact number and deposit, and inform the customer as soon as the goods arrive.

The shopping guide is a university question. An excellent salesperson can enhance the company's image and retain a large number of loyal customers. Sales staff should keep learning at work, sum up experience, read more books on marketing and psychology, master the skills of shopping guide and gradually cultivate themselves; Supermarkets should provide high-level training, improve the competitiveness of sales staff and win channel terminals.