As a kind of durable consumer goods with high purchase amount and long service life, customers often maintain a very cautious attitude when choosing products: they always collect product information through various channels, understand the market situation, shop around and make a purchase decision after repeated selection. At the same time, due to the low attention of the industry and the introverted characteristics of products, ordinary customers lack basic knowledge and understanding of products, and it is difficult to judge the quality of products. Generally, they can only make a choice by considering color and price. This puts forward high requirements for the shopping guide of building ceramic products.
We can often hear this conversation in specialty stores:
Shopping guide: Boss, do you want to choose bricks?
Customer: Well, just looking around. How about this brick of yours?
Shopping guide: Don't worry, our bricks are famous brands, all imported raw materials, and pressed by 7800 tons brick press imported from Italy. Anti-slip and wear resistance, high flexural strength and good quality. Our brand is also a well-known trademark in China, and our products are exempt from inspection!
Customer: This floor tile is very beautiful. how much is it?
Shopping guide: You said this, and now it's on sale, one in 98 yuan, more per square meter 153 yuan.
Customer: Ah, why is it so expensive? There is no special price next door, only one in 78 yuan, 12 1 yuan. You are so much more expensive than others, and you have a special price!
Shopping guide: Boss, we are brand-name goods with good quality. You get what you pay for!
Guest: Then I'll look around.
The client left and never came to see it again. It stands to reason that the introduction of this shopping guide has been quite professional, and the company's production advantages and honors, as well as the functional selling points of the products have also been mentioned. Why can't you impress consumers?
Let's look at a case in which Miss Wei, a brand shopping guide, successfully used her sales skills, took the initiative to attack and succeeded in "Monkey King Thrice Defeats the Skeleton Demon":
A well-dressed young customer walked into the store with dignity, and Xiao Wei stepped forward.
Wei: Boss, how about choosing bricks?
Customer: Well, just looking around.
W: I can tell from your famous brand that you are rich. Where did you buy the mansion? (Comments: Don't talk about bricks, talk about people first, and explore the customer's situation skillfully. )
Customer: No, you are really joking. How can poor people like us afford a mansion? We bought a small house near the Second Ring Road, Lun Jia Tai Phase II.
Wei: Lun Jia Tai, you said there was no money, and the starting price there was over 5,000 yuan. Everyone who can live there is white! (Comment: Familiarity with real estate makes Xiao Wei have a preliminary judgment on customers)
Guest: What? What about white?
Wei: White-collar, backbone and elite. (Comment: Humorous language brings customers closer. )
Customer: Haha, you are really good at talking. What white, are poor people exploited by capitalists!
Wei: Did any friends or neighbors recommend the house you bought in Lun Jia Tai to our store? (Comment: Cleverly guide the topic. )
Customer: No, I wandered here by myself. Why do you ask?
Wei: Well, many owners in Lun Jia Thai use our bricks. There are more than 300 households in four buildings in the first phase, and we have at least 120 households. So you said it was from Lun Jia Thai, and I thought it was introduced by an old customer. (Comments: Let customers leave an impression that our bricks are very popular and very popular. )
Customer: Oh, really? I didn't know that so many people in our community used your bricks.
Wei: You still don't believe me. Wait a minute. I'll get you the sales records.
After a while, Xiao Wei came up with a pamphlet. You can do a lot of things in a moment ...
Wei: You see, not only Lun Jia Tai, but also Xinhai Holiday, Dijing Haoting ... Many customers in these buildings use our bricks. (Comment: Increase the credibility of language through evidence. )
Guest: It seems that there are quite a few. Do you have anything to say about buying your bricks now?
Xiao Wei: Most of the bosses of Lun Jia Thai are white-collar workers working in foreign-funded companies. We recommended two products to these customers. If you buy these two products, you can now enjoy special discounts and value-added services. Look at these two products. (Comments: Guide customers' thinking, actively recommend high-end products, and take the initiative in their own hands. )
Customer: It's really good, especially this green one. It looks fresh and elegant, and it looks very classy.
Wei: You have a good eye. This "Qingxi Spring" is the best seller in Lun Jia, and 80% of our customers choose this product. An elite like you, at first glance, is the backbone of the unit. The work pressure must be particularly great, and I have to go home very late every day. When I turn on the light at home, the elegant color of the floor tile is reflected by the light, just like a green stream flowing. How refreshing. You know, green is the most relaxing color of all. (Comments: Take advantage of the trend, win in the essence of FAB sales method, stand in the position of customers, and focus on the benefits brought to customers. )
Guest: The color is good. how much is it?
Xiao Wei: This kind of brick is our top product for the high-end community. Original price 168 yuan. As the owner of Lun Jia Tai, you can enjoy a 8.8% discount on the group purchase price, 148 yuan, which is a mid-range price. (Comment: Compare the original price and try to downplay the price. )
Customer: Wow, it's so expensive. The price of bricks with similar colors next door is estimated to be lower in 98 yuan and Kan Kan. After the discount, it is half as expensive as others. This price is too outrageous. (Customers start to raise objections)
Wei: Look, this is an oily pen. Please write some words on this brick.
The customer wrote a few words on the brick according to Xiao Wei's request. Xiao Wei picked up a rag and gently wiped the writing on it.
W: Why do you say that our bricks are specially designed for high-end communities? It is because it has the top anti-fouling ability. Our bricks, from formula to material selection, from grinding to firing, all adopt mechanical equipment and high-grade raw materials imported from Italy and Spain, and finally apply nanotechnology to prevent pollution of this brick. Think about it, when you accidentally spill tea, oil, ink and wine on the floor, just wipe it with a mop and you will get a clean floor. You don't have to ask the housekeeping company to clean regularly every month, and you don't have to prepare a lot of acid and alkali cleaners at home, squatting on the ground for half a day, saving money and time. What a bargain! (Comments: Recommend and demonstrate alternately to increase persuasiveness and credibility. )
Customer: You can also wipe the bricks in the shop next door!
Wei: I know, not only next door, but now many brands of bricks are doing this anti-pollution demonstration. However, please note that the ability to erase the traces left by water-based pens is the basic antifouling ability of polished tiles. We use an oil-based pen here, and the adhesion and permeability of ink is far better than that of ink. Only bricks that can erase the traces of oily pens are really good anti-fouling bricks. I will lend you both this pen and this rag, so that you won't think that this pen and this rag have been tampered with. Now, go to another store and do as we just did, and see if we can erase it. (Comment: Monkey King Thrice Defeats the Skeleton Demon's first hit song "The Brave". Familiar with products and competitive products, Xiao Wei is full of confidence. )
Customer: OK, I won't try it in other stores. Even if I believe what you said, your bricks have good antifouling ability, (analysis: suppressed by Xiao Wei's confidence and momentum) but not so expensive! Tell you what, I'll pay ten yuan more for each tablet, at 108 yuan per tablet. If you think you can give it, I will pay the deposit. If not, I'll go to another house. (Analysis: When the customer is looking for the lowest price, it is also the most determined time to buy. At this time, he must not give in easily.)
Wei: Here's the thing, boss. We 148 yuan contain many services. Other stores deliver goods downstairs, and we deliver them to your door. You know, if a porter is hired, a box of bricks costs two yuan to get to the next floor. What floor do you live on? Seventh floor. There are three bricks in the box. In this case, each brick will cost 4 yuan. Besides, our product is used to pave the road. The cost of paving a brick is 800 8 yuan, with skilled master 9 yuan and cement sand, at least 14 yuan. We are all masters of cooperation for many years, and our skills are very good. After paving, we unconditionally return the excess bricks and cement sand. The cost of these services is around 20 yuan. If these bricks are deducted, it is almost 128 yuan. Choose our bricks, you just need to wait for the project acceptance; If you buy other brands, you have to go to the market to buy cement and sand yourself, hire a master yourself, and keep an eye on him all the time for fear that he will cut corners and pave badly, and you have to deal with the extra cement and sand after paving bricks. Calculate the cost and time and energy, and our products are not expensive. (Comments: Detailed cost calculation and price decomposition to solve customer's price objections. )
Wei said, and put his hand into his trouser pocket, as if he were pressing on something. (Call for support)
Customer: What you said is very reasonable, but even so, your bricks are more expensive than other brands. 2.30 yuan ...
At this time, Xiao Liu, another shopping guide in the store, rushed over and said, "Sister Wei, the owner who bought Qingxi Spring yesterday, called. You told people yesterday that it was 158 yuan. There is nothing written on the ticket. Xiao Li, who delivers the goods now, wants 168 yuan to collect the money. Call Xiao Li quickly and tell him that the owner is angry. "
Wei: OK. Boss, please wait a moment. I'll be right with you.
After Xiao Wei left, the customer seemed to inadvertently ask Xiao Liu, "Does your brick seem to sell well?" Xiao Liu replied: "Yes, this kind of brick is of good quality, and it is the most popular color now, and it sells quickly." In addition to the group purchase of several high-end residential areas in the city, individual customers are generally not discounted. Yesterday, this is a friend of our accountant. I asked the manager for a discount of 10. (Comment: Monkey King Thrice Defeats the Skeleton Demon's second hit, cover. Reject customers' bargaining requirements and lower their psychological bottom line. )
They were chatting when Xiao Wei came back: Tell you what, boss. Looks like you really want it. I have something to do here. Put it simply. I'll fill out an application form to tell you that you are the owner of Lun Jia Tai Phase II, and agree to be a model room, asking for a discount. I filled in 128 yuan, but I don't think it can be approved. The first batch of model houses 138 yuan, the second phase is estimated to be higher than this and not lower than this. I will try my best.
Customer: OK, you have to put in a good word and strive for a lower approval. The seventh floor is the middle building, with a large area and many bricks, and the effect is good.
W: OK, just a moment, please.
After carefully filling out the special application form in front of customers, Xiao Wei walked into the office with a dignified expression. Ten minutes later, when the customer was impatient, Xiao Wei waved the application form and ran out excitedly.
Wei: Boss, you invited me to dinner this time. I said that the manager actually approved a set of 136, which is cheaper than the first phase of the model house. I guess he forgot, so you should pay the deposit and bill quickly and settle things.
The client holds the application form, which reads: "Make full use of the model rooms to speed up the promotion of Lun Jia Thai Phase II, and agree to 136 yuan. Liu "(analysis: the third strike hit the application. It is my bottom line to inform customers by applying for a special price, and it also makes customers feel that they have enjoyed different treatment. )
Guest: OK, that's very kind of you. I pay the deposit now. Thank you.
After the customer left, Xiao Liu came over and said with a smile, "What's the matter, Wei Jie, is my signature handsome?" Should I express it? "
Let's analyze the performance differences of the shopping guides before and after the two situations:
In the first case, the shopping guide doesn't understand the customer's needs at all, but passively responds to the customer's questions. Although the characteristics of the product are introduced, due to the ignorance of customer needs, the introduction can only be general and aimless, so the content is empty, the language is dry and unconvincing. You can't gain the trust of customers, and of course you will lose business opportunities.
In the second case, Xiao Wei has been firmly in control of the initiative of the conversation from the very beginning. First, we can get closer to our customers through humorous language, and at the same time, we can understand their information and make judgments on their needs, and then actively gain their trust by presenting evidence and consciously guide them to buy the main products; When customers raise objections, we should use product demonstrations and our own specialties to strengthen customers' trust, and use sales skills to resolve customers' objections, so that customers can get psychological satisfaction and achieve sales success.
Xiao Wei's success lies in her full understanding and successful grasp of the psychological needs of customers, starting with the psychological needs of customers. Then, what psychological needs do customers usually have besides the demand for the product itself when purchasing activities?
To sum up, the psychological needs of customers are nothing more than the following three:
Rule number one: save face.
Everyone has vanity, and everyone likes to hear praise for himself. In the process of buying, customers always hope to get the attention and special respect of marketers. Even customers who only buy an embroidery needle always want to be treated as VIP customers.
In order to meet customers' needs of saving face, the shopping guide is required to have high etiquette and communication skills. When a shopping guide faces a customer, his sweet smile, cordial attitude, attentive listening and sincere praise can quickly close the distance with the customer; The personal reception of the store manager, telephone tracking during the paving process, SMS congratulations and gifts after moving into the new house can all give customers great psychological satisfaction and become a talk that can be shown off in front of relatives and friends, thus bringing us more sales opportunities.
The second type: take advantage
Taking advantage means that customers always want to be different and get lower prices than other customers. In fact, most customers don't like cheap goods, what they like is to take advantage. We can often see that no one cares about a new shirt for 30 yuan; When the brand-name shirts with the price of 150 yuan were discounted to 99 yuan, it caused a wave of queuing craze. Many customers have this strange sense of superiority: as long as I get the same product at a lower price than you, I will make a profit.
Therefore, when shopping guides use various means, such as: issuing pre-sale invoices to customers; Cover between colleagues; Pretend to fill in a special application form, etc. To build a hometown where customers have already occupied the right place and the right time and enjoyed unprecedented low prices. Customers will naturally accept the price offered by the shopping guide when they see or hear that the price bought by others is higher than their own.
The third type: seeking protection
When customers feel that they have enjoyed the preferential price, they will turn to worry: if you give me such a cheap price, will it be because the product itself is defective or cheating on the service? Especially for products that have been used for a long time, such as building ceramics, most customers only buy them once or twice in their lives, so they will pay special attention to the service life and follow-up service of the products.
In view of customers' psychology of seeking protection, most specialty stores often make various service promises to dispel customers' doubts, and this method is increasingly ineffective in today's market environment where "promises" are flying all over the sky. In fact, the service commitment of the specialty store is of course important. If you really want to reassure customers, the testimony of the third party is the most effective. So it is very important to do two model projects and cultivate a few die-hard customers. When new customers have doubts about the quality of products and the service of specialty stores, the appearance of die-hard customers can usually win back the trust of new customers quickly.
Sun Tzu once said: It is a good general to defeat the enemy without fighting. Actively exploring, striving to meet the psychological needs of customers, attacking the city slightly and striving for perfection are the only magic weapons for the vast number of building ceramics shopping guides to get rid of the quagmire of price wars and enter the "blue ocean" in the increasingly fierce competitive environment.
I hope this helps you.