Floor sales need to grasp the customer psychology, how can we win in the starting?

As people's material living standards are increasing, consumer demand is also diversified and multi-layered. It gradually develops from a low level to a high level. Consumer content is increasingly abundant, and consumer quality continues to increase. From the early plain wood floors to the now well-known paint floors, floor consumers now value whether the floor performance and structure are thick and stable, and whether the service life is long.

For wood flooring products, due to the complete range of products and brands, consumers will be cautious when choosing them. Because consumers' demands for functional benefits are much greater than those for emotional benefits, their cognitive model is to learn first and then intuitively feel the features of the product before purchasing. That is learning - feeling - action mode. Here are two stores using different sales methods in the same building material city, and the results are completely different.

General store turnover rate of about 10%-20%

The appearance of the store is general. The layout of the store includes a product display area, a negotiation area, and a display area where a lot of medals are piled up. The products are displayed in different price areas. It does not make any difference. The lights are dark, there are several promotional posters at the entrance, and the store interior is decorated. There is no written explanation. There are brochures or product descriptions on the flyers. The shopping guide is a 30- to 40-year-old woman. It looks a little lazy. Occasionally, a customer comes in and generally waits 3 minutes to go out. One or two days a transaction, a turnover rate of about 10% to 20%.

Excellent store sales rate of 70%

The store is spacious and decorated in general. It looks like no difference from a typical store. However, the store has a prominent position in the store with the basic knowledge of wooden floors, after-sales service processes, and other explanatory content. A shopping guide is enthusiastically making presentations to customers. Splash water, take cigarette butts to scald, take a knife to draw, another to show quality inspection reports to customers, and help them to match colors. Occasionally, a customer comes in, but it usually takes more than 10 minutes and the turnover rate reaches 70. %.

From the comparison of the two cases, it can be seen that the difference in flow between outstanding stores and ordinary stores and other competitors' stores is not too great; from the point of view of decoration, brand image and positioning, excellent shops and ordinary stores are at this point. The difference is not great; the only difference is two things: the attitude of the shopping guides and the use of tools to help sales.

In general stores, shopping guides are not very active and do not know much about product knowledge. They passively accept customer questions and cannot give consumers more information. Naturally, consumers do not buy confidence. In the excellent specialty stores, the shopping guides actively perform various demonstrations, patiently answer various questions, and make various suggestions to customers with an advisory role, including model selection, how to match colors, notice of decoration, and presentation of quality inspection report. Explaining various technical indicators, etc. in detail, consumers have gained confidence in the product while acquiring information.

After a customer enters a store, the first thing he needs is to learn and increase his knowledge about the wooden floor, to feel the various functions of the product and the service promises and prices provided, to understand the differences between different products, and finally to make a decision. It is also important to note that for the degree of understanding of the product, the customer must not have more sales staff; besides, “the king is willing to sell melons”, the consumer’s remarks about the salesperson will not be convinced; the customer only believes in his own feelings, but also comes from him. He believes that he can trust the recommendation, he will be very confident about the product, the final choice will be very clear.

In fact, successful sales help customers when they need it, define the customer’s needs precisely, and then select and interpret the product according to defined requirements. Under normal circumstances, the probability of successful product sales depends on the needs of consumers and the degree of integration of products, so the key is to grasp the real needs of consumers, in accordance with the needs of consumers to the product design, color, function combination design, provide Give customers one of the most suitable products.

Customer demand refers to the process of the long-term communication between buyers and sellers, the gradual exploration of customers' desires, uses, functions, and styles of product purchases, and the description and presentation of customers' unclear understandings in an accurate manner.

When a customer enters a store for the first time, their needs are often multifaceted and uncertain, requiring marketers to analyze and guide them. Few customers, especially consumers, have very accurate descriptions of the consumer products they want to purchase. In other words, when a customer stands in front of us, he has a great interest in our products but still does not know what kind of things he will buy back. In this case, it is necessary to enhance communication with customers and make further answers to customer needs.