Many furniture dealers or enterprises often emphasize large and comprehensive training methods when conducting shopping guide training, and there are too many knowledge points, which leads the guides to do nothing. In fact, improving the level of shopping guides should start from solving marketing misunderstandings. In the training and sales practice of nearly 50 furniture yards, the author summed up the eight marketing misunderstandings of the guides, and each problem can quickly improve sales performance. Observe the person walking in front of you to see why he leads and learn how to do it, so that you are not far from success! Misunderstanding one Selling at your own core Furniture guides must change their mindset. In recommending products, it is customer-centric. In the sales process, from the perspective of oneself, attempting to manipulate customers and forcing customers to accept their own ideas is the most common mistake made by shopping guides. [Classic operation]: According to the needs of on-site customers, quickly develop home purchase and matching plans, and inform customers. The guide can say, “Sir, if I were you, do you know how I would choose?†Obviously, the customer would ask: “What advice do you have?†At this point, the guide can be accurately designed from the customer's standpoint. Good advice and programs to help him make a decision. Misunderstanding 2 Can't see a small order The shopping guide always wants to make a big order, so when the amount of furniture purchased by the customer is small, the enthusiasm of the shopping guide is greatly reduced. Moreover, they are not good at applying the "overall home kit" buying skills and continue to recommend products to customers. [Classic operation]: After the customer is in the transaction, the shopping guide should continue to recommend, do not mistakenly think that it will put pressure on the customer. In fact, the recommendation of the supporting home will make the customer provide you with thoughtful service. Excellent home consultants start with every small order and gradually let customers feel your professional services, so the big ones will be ready! Misunderstanding three Cannot grasp the interests of customers When the guide introduces the product, it is too urgent, too much, and lack of specificity. Listening to customers is short-lived and selling products is too long. In fact, most of the rhetoric is ineffective when there is no sufficient understanding of the benefits. [Classic operation]: Finding the customer's point of interest is the key to the deal. Most customers choose to buy furniture. In addition to considering the brand, style, taste, style, the important point is still the price, therefore, to provide customers with quality products and money-saving purchase programs, often can impress customers. We must tell our customers the concept of caring and caring. " Reasonable home planning can reduce unnecessary furniture purchases. Let us work with you to develop a furniture purchase plan, let us reduce the cost of furniture purchase and save you money." Misunderstanding four Commentary product is unattractive When the guide introduces the furniture, it can not effectively attract the attention of the customers, explain the use of clichés, such as: "You know that a penny is worth the goods", "cheap is not good, good goods are not cheap", etc., thinking that this can increase customers Confidence, in fact, customers have heard too much, and become numb. [Classic operation]: The guide must remember that the best statement comes from the customer's mouth, ask the customer if he has ever bought something more expensive than your product, and then ask him if the result is satisfactory, so you can quickly find the product. The key points. The introducer has an important principle: Many people know the principle of “more emphasis on product value and less on priceâ€, but it is really rare to do it very well. The reason is that the guide has no deep home appreciation and matching skills. Most of the champion shopping guides will let the customers fully participate in the product explanation, experience the texture and comfort of the furniture, and use the "modern", "elegant", "selling" and "significant" "High-grade", "artistic", etc., these words are beneficial to fully demonstrate the value of the product, and its importance far exceeds the imagination of the shopping guide. Three tips for artistic introduction of products: telling stories, citing illustrations, and portraying the benefits of products. Misunderstanding five Saying that winning customers is equal to trading customers The ultimate goal of furniture shopping guide sales is to deal with, rather than talking about customers. Many shopping guides are holding the psychology of “winning customers to convince customersâ€. In fact, experienced guides know how to win, and small places may endure rather than win customers, otherwise when you say win customers, The back of the customer is getting away from you. [Classic operation]: Every customer has their own ideas. If you want to let the other party fill in all the ideas and positions, and fully accept your opinions, the customers will feel very faceless. Let customers accept your opinions and feel that there are two ways to have a face: one is to let customers feel that some decisions are made by themselves; the other is to give in small places, so that customers feel that his opinions and ideas are correct. It is also respected by you, he will feel very face. The guide must use the power of facts and logic to subdue the customer's reason, and also use the clear, vivid and vivid language to impress the customer's emotions. "The shopping guide wants to impress the customer's heart, not the customer's head, because the heart is closest to the pocket of the customer's wallet." The head is wisdom, and the heart is feelings. The shopping guide must strive to impress the customer's feelings through the atmosphere of the product, thus stimulating the customer's desire to purchase. Misunderstanding six Just looking for new customers, ignoring customer return visits Many shopping guides believe that the key to sales is to have good products. Communication and emotion are not important. They spend a lot of time developing new customers, but they don't want to spend a small amount of time to maintain old customers. According to the survey, the cost of developing new customers is to maintain the old. 6-8 times the customer, the successful shopping guide pays attention to maintaining existing customers and expanding new customers. [Classic operation]: In order to develop customer resources, new and old customers must go hand in hand, and it is crucial to keep customers back and tracked. Many shopping malls have after-sales service and return visits every month. Excellent guides are often actively involved, because they make full use of the opportunity of return visits to enhance communication with customers, and thus get customer recommendation. Establishing a customer recommendation system is an important way to double sales. I have seen a store manager in a mattress store in a certain province. Every time an order is placed, a detailed customer file will be created for the customer. The number of customers who have dealt with her in the past ten years has reached 30,000, most of which are Through the recommendation of the customer, she uses the rest time and holiday home visits, texting and other methods to make customers care, and she does not forget to let each of the old customers of the recommended customers send a small gift. She said with deep affection: "I don't remember the names of many old customers, but my enthusiasm for them still exists, just like the moment we met many years ago..." Misunderstanding seven Lack of confidence to win Many shopping guides have a problem and have no confidence in themselves. They are not confident in themselves, their own company, and the products they sell. They are afraid to refuse, find reasons for retreating for themselves, and often complain about the market downturn. Never reflect on yourself. [Classic operation]: 1. Look for examples and carefully imitate. Study and imitate behaviors and strategies that are better than your peers and implement them continuously. 2. Study hard, and memorize. Excellent guides are also furniture consultants. We believe that we should be familiar with product knowledge, furniture color and art appreciation, furniture matching and aesthetics, shopping guide communication and negotiation skills, especially the shopping guide should be combined with the scene, at least repeated 600 sentences. 3. The guide must set up a sales target and never give up without seeing the result. Develop the habit of writing a sales diary, summarizing the daily and the details. Encourage yourself to give yourself confidence every day. 4. Develop a reading habit, read more classic articles and words, and make your own voice full of charm. Read a day for 1 hour and stick to it for three months. Your thinking and reaction skills will definitely surpass your peers. 5. Know your own strengths and use your own methods to highlight your strengths. Use your strengths to multiply your confidence. Misunderstanding eight Let profit "Your things are good, the price is too high." This is an important issue that plagues many shopping guides. Many books and knowledge of shopping guides give a variety of methods. However, because the guides are eager to make a deal, they often cannot grasp the key points. The saying that "a penny is worth the goods" often blurts out, or tries to retain customers by letting profits. In fact, the following four principles should be grasped for the price problem. effect. [Classic operation]: 1. Adopt the “reformation to zero†method. Furniture is a durable consumer product, the service period is generally about 10 years, and 10 years can be divided into 3650 days, so that the more expensive things will be insignificant every day. Doing arithmetic problems in front of these hesitant customers helps to narrow the psychological price gap of customers. 2. Adopt to let customers buy a "no regrets" method. The regrets that people generally have after purchasing furniture mainly focus on poor quality and poor environmental protection. Therefore, how to ensure that customers do not regret after buying furniture should start from these two aspects. 3. Adopt a value method that allows customers to feel the elements of fashion. Fashionable things are expensive in design, and if they come from a famous hand, the price is higher. Therefore, in the face of discerning price customers, in addition to using the above two methods, it can also make the feeling worthwhile by highlighting the value of fashion elements. The introduction of the value of fashion elements can be started from two aspects: one is to introduce the identity of the furniture designer and the awards of its international competition; the second is the introduction of the fashion elements contained in this furniture, so that customers can appreciate the difference. taste. 4. Adopt an after-sales service method that makes him feel enthusiastic. If the above three methods can't change the customer's attitude, let the after-sales service be a "killer", because after-sales service can bring greater benefits and benefits to customers. How to make after-sales service work? This requires the customer to detail the content of the after-sales service, the difference between the after-sales service, and the feeling of enjoying the after-sales service. The marketing of furniture is to make ordinary details excellent and excellent, exceeding the expectations of customers. 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