Course Background:
Ladies and gentlemen, why do customers return with a full load when they enter the store next door, and why are all the employees of the elite soldiers? We look at the present, e-commerce is booming, the number of brands has increased dramatically, the cost of physical stores is rising, and the sales performance is constantly sluggish. In the new retail environment, how can physical stores successfully break through?
Mr. Wang Jiansi, an authoritative expert in the field of retail store training in China and the only first-generation retail trainer in China who is still teaching so far, will share the wisdom of retail research in the past 20 years with your team in this course.
Nearly 500 companies in China have introduced nearly 1,000 courses to this course, and almost every one of them has received rave reviews! How not to improve performance, how to continue to improve performance? The answer is that only by creating a large number of store sales champions who can fight well, building benchmark stores, and replicating successful sales genes, the practical teaching method of this course will definitely benefit the students a lot, and it will also become the best store retail course that the students have ever heard.
Course Benefits:
Question: Why do some people in the same store perform well and others perform poorly? What really determines the performance of a store is not entirely the customer flow, nor necessarily the goods, but the people we sell the goods.
Find a way: Focusing on the three major directions of improving store performance, from the perspective of actual combat, we will give students how to increase the number of stores, how to increase the unit price of customers and increase the number of orders.
Tools: five systems of benchmark stores - communication system, interception system, value shaping system, large order system, and transaction system. Each system is supported by landing tools, and when students take it back, they can land immediately, and the landing will be effective.
Course Duration:2-3 days, 6 hours a day.
Course Audience:Middle-level and grass-roots personnel, market managers, store managers and retailer owners, etc. (the best effect is within 100 people).
Course Method:Case analysis + actual combat drill + tool drill. The whole course adopts the method of case and practical exercises, not only lectures, but all-round training.
Course outline
Lecture 1:Pattern System - Replicate retail thinking
Import:Do you love what you do?
Case:A stepping stone for the profession.
First, the professional code of conduct of sales champions
1.Think like a boss.
2.What we complain about is what we should do.
Second, the four major thinking consciousness possessed by the sales crown
1.Self-confidence - self-confident people, performance is not bad.
2.Tolerance - when the heart is big, the matter is small.
3.Enthusiasm – Moderate enthusiasm, communication lubricant.
4.Self-motivated – no one wants to be a shopping guide for the rest of their lives.
3. Attribution Thinking – We are the root cause
1.What you think the customer is, she is.
2.What you think of the product, it sells.
3.All mediocrity is the result of self-imposed limitations.
Fourth, the highest professional pattern of store sales
1.The mentality of the migrant worker and the mentality of the boss.
2.Make your abilities worthy of your position.
3.What is the value of the existence of employees?
4.Give your boss a reason to give you a raise.
Lecture 2: Gaining Trust - Customer Communication Secrets
1. Sales crown - never sell things
1.The more you sell, the harder it is to sell.
2.The essence of sales - to sell trust.
3.If the service is good, the performance must not be bad.
2. Create a sense of dignity for customers
1.Surname service – ask about timing, landing tools.
2.Customer data – data collection, data use.
3. Recognition - to gain customer trust
1.Empathetic thinking.
2.Identify with the four perspectives of customers.
Fourth, praise - quickly delight customers
1.The type and object of the compliment.
2.Praise the Four Tips.
3.Wang Jiansi exclusively developed a customer praise template.
Fifth, the Tao Te Ching and customer objections two major understandings
1.Don't win the reason, but lose the business.
2.Don't belittle others and detract from yourself.
Case:In a word, drive away customers.
Sixth, customer objection handling of the three-pulse sword
1.Agree with everything - angle, strength.
2.Handling objections – concise, focused, confident.
3.Shift in focus – ask questions, experience.
On-site operations:Participants write objection templates on the spot.
Expert Coaching:Comment on students' class work on the spot.
Lecture 3: Welcome Start - Invitation Interception Strategy
Import:What kind of guests are the toughest to deal with?
Walkthrough:Trainees practice receiving customers on site.
1. Reveal the latest welcome technology in the store
1.Standings – Diagnose common problems with welcome standing.
2.Control – Grasp the distance and create a sense of comfort.
3.Leave blank space - the welcome must be in control of the rhythm.
4.Passion - the performance of dynamic stores will not be bad.
Case Crack:What should I do if the customer says to take a look at it?
2. Five operational standards for interception and drainage
1.Interception location.
2.Targeted screening.
3.Cause shaping.
4.Let's say you enter the store.
5.Say goodbye politely.
Case:Aiyifu intercepted and drained the traffic successfully.
Landing Tools:Intercept Diversion tool template.
Drill Coaching:Expert guidance students intercept and drain on site.
3. Three strategies for customer retention
1.Interception is recommended – timing, elegant confidence.
2.Service retention – a great tool to retain customers.
3.Interception and interception - where to intercept and when to intercept.
Landing Tools:Customers retain three major tool templates.
Drill Coaching:Expert guidance students are intercepted on site.
Lecture 4:Commodity system – value shaping strategy
Import:Why product introductions fail to impress customers.
Case:The best seller is not necessarily the best.
First, the value of the two understandings
1.Goods = products + character.
2.The best seller is not necessarily the best.
Second, the three basic points of the value of goods
1.Selling point – what do you have.
2.Buy point – what the customer wants.
3.Pain points – why customers want to.
Third, the value of the product shaping cheats
1.Create suspense: half a sentence, set off the method.
2.Comparison experience: Compare objects and types.
3.Connecting life: Make the selling point relevant to life.
4.Benefit drawing: The most impressive thing for customers is not the language.
Landing Tools:Shape the basic routine of product value.
Case Crack:What should I do if the customer doesn't feel the product?
Drill Coaching:Expert guidance for students to interpret the selling points of goods.
Lecture 5: Performance shortcut - detonate large single training
Import:Which is more important, big order or fast order?
Case:How to do the 100,000 customer orders of Claire?
First, the two major sales strategies for making large orders
1.Increase the unit price of goods.
2.Increase the number of connections.
Second, the understanding of continuous sales
1.Consecutive orders are not hard sells.
2.Love achieves customers.
3.Strengthen the sense of association.
4.Proactive implicit guidance.
Third, the three major obstacles to large order sales
1.Don't dare to push – poverty limits our imagination.
2.Unexpectedly, one sentence determines the success or failure of a big order.
3.Embarrassed - if you love customers, you must close customers.
Fourth, the six factors that affect the sales of large orders in stores
Fifth, the five strategies of large order sales
1.*Consecutive orders.
2.Scenario with orders.
3.Gift order.
4.Accompany the order.
5.New products are ordered.
Walkthrough:Combine the industry to find a way to buy a large order.
Tool Coaching:Guide the landing tools for large orders.
Cadet Walkthrough:How to do Dalian single full counseling.
Lecture 6: Billing Strategy - Customer Transaction Cheats
Import:Does it really matter?
Case:Natural floor: substitution for performance.
First, based on the purchase and sales of thinking innovation
1.Slow down, sell more, sell faster.
2.The focus is not on sales, but on customer purchases.
Second, the two major psychological analyses of customer bargaining
1.Wronged - customers are worried that it is expensive.
2.Take advantage - give customers the feeling of taking advantage.
3. Four skills for handling objections
Case Crack:The customer opens his mouth and asks**, and as soon as he turns around, what should he do?
Fourth, how to hypnotize customers with hypothetical transactions
1.Interest assumptions.
2.Talk about after-sales.
3.Respond positively.
4.Psychological resonance.
Fifth, the door-to-door forced order retention technology
1.Give enough face.
2.Reserve steps.
3.No single drop-off.
4.Information drainage.
Case Crack:The customer said that the next door is cheaper, and I will compare it again, what should I do?
Sixth, the four ways to improve the number of odd openings
1.Invoicing method.
2.New Goods Act.
3.Hypothetical method.
4.Welfare Act.
7. Four strategies to improve the return rate
1.Distance strategy – create a reason, release stress.
2.Gift strategy – timing and gift selection.
3.Difference recharge - the money is in, the heart is in.
4.Welfare Annual Card - Designed to allow customers to return automatically mechanism.
Landing Tools:Apply for a discount and **objection template.
Live Walkthrough:Three-step send-off training and the use of order forcing strategies.
Wrapping up interactions:Sort out the location of the course and answer students' questions on the spot.