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wallezhang · 3 years

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How to improve the sales ability of shop assistants (1)

The salesperson's ability to sell is a pain, a huge and incomparable pain. Put aside the sales ability , at least they should have the sales consciousness .But there are clerks without this kind of awareness, especially the senior lash artists in the shop. Although the technology is good, the sales awareness and sales ability are very weak.

Why should we improve the sales capacity of shop assistants? There's no need to explain... Of course, it is to increase the turnover of the store and improve the income level of the clerks themselves.

Today, Our Lash will share with you how to improve your employees' sales skills.

How to improve the sales ability of shop assistants

The logic behind "Sorry to recommend membership cards"

01. "Sorry to recommend membership card" case

There are many shopkeepers who are thin-skinned and stubborn, and who have crossed the line to run ciliary stores, so they always manage the sales of their stores from the perspective of consumers.

Many stores follow the guiding principle of "sell if you don't sell". So, how can achieve "not sell but sell"?

First, it is about technology and service.

The second is marketing and sales.

In the technology and service to achieve the ultimate premise, the clerk only needs a gentle help, can do "not sell".

In such a store environment, there will also be a problem: some employees are unwilling or even embarrassed to promote sales to customers.

Lucy, a post-1995s beauty eyelash artist said, "I think it's a trap to trap customer. Too many nail salons now run away with the card, so I feel embarrassed to ask."

02. Why was the clerk embarrassed to push the card?

After analyzing Lucy's answer, from her point of view, the reason that feels embarrassed to recommend customers to apply for membership card is as follow:

First, let customers apply for a card, is to take advantage of customers;

Second, the beauty ciliary store pre-charge is not reliable.

03. The logic behind "Sorry to Push"

From a marketing perspective, what's the real logic behind this?

1) Lack of sales awareness and strong ambition

The basic logic of "sorry to push the card" is that the salespeople lack or even have no sense of sales and no strong intention.

The professional technology, high-end services, luxury decoration and other factors that enhance the competitiveness of the store are all for the purpose of allowing customers to consume in the store (to apply for cards).

So if you think your service is good and no need to speak out, you’re absolutely wrong.

First, you don't say, how do customers know your service is really good;

Second, you do not frequently remind the customer how to know that they need to apply for a card;

Third, if you don't push the card, how can you get more performance commission? How can the store have regular customers and the growth of turnover?

2) Have fear of difficulties, self-imposed limits

This is the second logic of "sorry to push the card", said that some of the popular is that the shop assistants see the world is small, narrow vision, involved in communication and sales in this aspect has obvious fear of difficulties, and carry out self-imposed limits.

Because they will keep giving themselves hints, such as: I am introverted, I will not say, I will not express, I do not understand push card, I am embarrassed to push card, I seem to be in harm, I seem to be sorry to customers......

They are so restricted to their own to draw their own circle, never come out.

3) Do not know how to put oneself in others' shoes and make subjective assumptions about customers' ideas

After solving the first two logics, if the third logic can be deeply rooted in the heart, then the clerk will have a sales weapon, can cut through the numbness with a sharp knife.

Should think like this: first, you do not push card, customers may also feel that your store is not confident, or wondering if there is a problem;

Second, you do not push card, customers may feel that your store has no discount;

Third, you don't push the card, do you let the customer take the initiative to say: "Hey Jessy, I will charge a $500 card today"?

Fourth, you do not push card, do not praise the customer, she will not have a reason to spend money;

In a word, you don't push the card, is equivalent to not giving customers a beautiful step down.

04. Unlock the "Sorry Push Card" skill

First of all, the most important thing is to explain the above three logics to the shop assistant first, everything must understand why.

Secondly, the store can use the card as a reward mechanism. A successful card can be counted as a thumb up, and finally the store will reward the clerk according to the number of thumb ups.

Concrete the sales volume directly into thumb up, the sales of member card changes into an actual recognition.

Finally, in the agreement signed with customers to do card must be marked back card scheme, and if the store closed down the principle of compensation, so as to protect the interests of both sides, but also let employees push member card more confident.

After a few more words, I think it is actually a sad story for our entire industry that customers say that the beauty ciliary stores will run away with money after they apply for the card.

If the lash artist also thinks that the customer will not know which day to close the shop and run away after completing the card, I think it is also the owner's sorrow.

Therefore, no matter as an individual or a company owner, it is necessary to establish a brand culture or an annual plan to give the employees a vision and confidence no matter the business is good or bad.

After reading it, will you still feel embarrassed to push the card? If you still feel embarrassed, bookmark it and watch it again tomorrow.

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garnierlashes-blog · 5 years

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mink-eyelashes · 3 years

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karizmachanel · 4 years

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wallezhang · 3 years

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What is the purpose of the store's discounts activities and member cards?

This is Our Lash.

Almost every eyelashsalon o will hold activities every year and every month. What is the purpose of the activities?

Is to improve performance, add to the store, and attract new customers...

All this is true, but the ultimate goal of a store's activities should be to increase customer engagement.

01 Purpose of store activities

How should we set up the activities discount of the store?

In addition to experience and reference, we directly use the primary thinking to think. The ultimate goal of store activities should be as follows:

First, let more people willing to come to our shop consumption;

Second, let more people willing to come to our store for second consumption;

Third, let more people always willing to come to our store consumption.

The ultimate purpose of all kinds of store activities we do is to increase customer stickiness and keep customers coming to the store for consumption.

Is the only way to increase customer stickiness is to give up the cards, or constantly give up the profits of the store, or constantly give customers discounts to the blood-vomiting credit cards? This is no doubt drinking poison quench thirst.

So what is the new way out?

02 Consumption incentive binding method

Consumption incentive binding method is king, for example Costco, the American retail giant.

Costco still keeps increasing profits year after year despite the recession of retail industry, which has a lot to do with its membership system.

He has two membership cards: the $55 Gold Start, the most common card, which pays an annual fee once a year and buys at Costco for a year with membership rates.

The other is the $110 Executive Black Card, which comes with 2% cash back.

Costco will send you a check after you've used it for a year, and you can choose to get cash back, or you can choose to offset the value of your purchase.

If you spend more than $230 a month, he recommends getting a black card.

Because, monthly consumption in more than 230 dollars, a year is 2760 dollars, according to 2% cash back, can get 55.2 dollars, in 55 dollars on the basis of the ordinary card, the black card is basically equal to free to do, and every year there are exclusive discount rolls, which is not for ordinary members.

Costco membership card is a typical case from the customer's point of view, when the customer pays for the discount card, of course, they are willing to come to Costco first.

First, let customers have the awareness of membership card;

Second, each consumption discount and cash rebate incentive will encourage customers to continue to spend in the store; As calculated above, it is easy for a customer to accept the cost of a card with an accounting. Clever point is to let the customer spend a small sum of money, but can bring a lot of benefits.

On the other hand, the eyelash shop owner can follow Costco's logic and play a little deeper. The lashes shop can apply for a membership card of $200, which will pay free of charge for the day's consumption, and also enjoy a 30% discount with the card in the future.

$200 is a price that everyone can accept but not willing to give up. A membership card is $200, and the value of a single lash extension is about $100, so the consumption is $100. This membership card model for users, in addition to the first free, can continue to enjoy discounts, very cost-effective.

For the merchant, the real situation is that the customer spent $100 more and did not get any products. If the customer holds the card to spend again, the merchant will generate continuous profit. If the customer does not spend any more, the price for the first time will be $200.

The owner of Beauty ciliary certainly doesn't want to make the $200 only, so it seems better to have a plan for the next trick. Members bundling tactics, in this card of $200, you can set up 2 buy one get one free invitation coupons, 1 half price coupon, 1 upgrade coupon.

Buy one get one free invitation coupon means that each purchase can be sent to her friends, promoting the expansion of customers; Half-price coupons and upgrade coupons are designed to encourage customers to make a second visit to the store.

The purpose behind these two coupons is two-fold:

First, by inviting coupons to attract new customers, loyal customers can help attract new customers, and after attracting new customers, they will have the opportunity to convert the chance of applying for card, and constantly expand the number of members.

Second, let the members repeat the store consumption, through the card with coupons to attract customers to increase the frequency of purchase.

Through the integral system and in the form of stamp, the customer will get a stamp for every $100 spent, from the initial level of "ordinary" to the later accumulative level of "medium" and "VIP".

(Of course, the name of the level can be set according to the preferences of the store owner, different levels will have different discounts, and through the "upgrade" system, firmly locked in the consumer customers.)

What is the reference significance of the sales incentive binding method for the eyelashesstores?

You can't always think of giving big discounts to get customers to sign up for big cards.

Although the initial recovery of funds is relatively smooth, but in the long run, the book is very unhealthy.

(The amount of refilling the card is the liability, and the amount of selling the card will be very slow due to too many discounts, and the store may have difficulties in cash flow in the later stage.)

We can consider changing the model of membership card. For example, the above mentioned membership card activity of Costco can also increase the stickiness of members (customers) and make them frequent visits to the store without making profits.

(The above suggested price of membership card can only be used as a reference, please set the specific price according to the actual situation of the store)

So, no matter how the marketing campaign is played, technology and service is blood and bone, marketing and sales are skin, with good blood and bone, skin can play its value.

Store marketing activities are ultimately for customer engagement, remember this purpose, marketing activities will not be too bad.

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mink-eyelashes · 3 years

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