Why Did She Sell Clothes When She Entered 100 Thousand Of The Clothing Shopping Guide Cases?

Today's clothing marketing brands are numerous and mixed up. Every day there are business related doors, there are also money making and losing money. The following Xiaobian cites recent personal experience and makes simple statement and analysis from the guide shopping aspect.

Clothing marketing case Preface:

One evening at the end of the month, Xiao Bian and Xiao Zhang visited the Yintai city in T city center on the way to work. The plan is to choose a casual suit today, which will probably buy more for most men's shopping habits.

　 Clothing marketing case: shopping experience

Although it is time to go to work, there are not many people shopping. In a row of brand marketing shops, Xiaobian's eyes never leave all kinds of clothes and have been looking for goals. Each store has one or two shopping guides, some are entertaining customers, others are chatting, others are reading magazines, and others are standing at the door of the shop to watch people coming and going. After walking about 20 meters, no one went in, just browsing around the door.

Pay attention to a number of findings: four brands of shopping guide did not see my quasi client, the three brand guide after seeing this prospective customer continued to busy their careers, and three brands of shopping guide, like looking at the monster, saw us passing by his doorstep.

Once I turned around and entered the A brand marketing shop, the guide buyer A was still lowing the tally. The author went out in a simple browsing circle, and little A was still doing her own business just like we didn't find.

Then I wandered to the B brand marketing shop, and the guide salesman B came over when I saw third clothes: "just tell us which one we like." "Well, let me see it again," I replied, leaving in another direction.

Seeing that there were some suits in the C brand marketing store, we went straight in and looked around and asked, "are there any casual suits?" "No, we have suits in this suit," C, a formal salesperson, told us solemnly. Helpless, we left again.

At this time, a big sister in the D store stood smiling at the door of the shop and greeted us. "Come in and see, we have just arrived several new models." I used to glance at her shop and found that there was no clothes I wanted, but after she greeted her with such a warm greeting, I was somewhat embarrassed to walk away directly, and went straight in: "sister, do you have any leisure suits?"

"Yes, you try this," said my elder sister, and she gave me a zippered leisure jacket from the coat rack.

"It's not like that. It's a suit. It's open," I explained.

"Let's try this one. This is also very good. It has been selling well recently," and then pointed to a row of black windbreaker next to it.

"Do I wear this? Is it too young and naive? "Actually, I didn't plan to buy windbreaker.

"Too young? How old are you? These windbreaks are just the right age for you. Now they are wearing windbreaker. They can be worn in the two seasons of spring and autumn, even in regular occasions. Yesterday, a young man went to the interview to pick up this dress and try it first. "The elder sister removed a windbreaker and handed it to me.

"Let's forget it. I want a casual suit. It's not suitable for me to wear." I directly rejected my elder sister.

"Try it first. Don't you know if it's the right thing to do?" The eldest sister was very enthusiastic, very real, and very unwilling. She turned back to Xiao Zhang and said, "you sit here first," and handed over a stool.

"Well, then I'll try it." I did not refuse reason. I took off my coat and put on my windbreaker.

"Look at the mirror here. Is it very handsome? This windbreaker is not very big. It's also open. It's just matching your shirt. It's just right for you to wear, and the smell of Xu Wenqiang in Shanghai. "

"Brother, do you think he wears this dress very well?" The elder sister did not forget Xiao Zhang beside her, and asked with a smile.

"Still can" Xiao Zhang may be tired of stroll and should sit on a stool.

"Well, why didn't I feel it?" I responded.

"Is it right to look straight and look sideways?" The elder sister said, adjusting my posture with my hands.

"It seems to be OK." I also feel that this dress is very suitable, and suddenly asked: "how much is this?"

"Yes, so you must try it first, or how do you know if it is suitable for you? This dress is casual and formal, and can be worn on two occasions. The elder sister kept praising.

"It looks a little thin. Try another size one for me." I really feel a bit tight with buttons.

"Now you'll be tight in your sweater, and you'll take off your sweater in a couple of days, or else you try it again," said the elder sister, giving me a larger size and helping me to put it on.

"How about this one?" The elder sister asked again.

"Feel relaxed", I answered truthfully.

"So you took off your sweater and tried two more," the elder sister commanded me.

I did.

"Do you want a large size or a trumpet?" My elder sister began to let me decide.

"Or a large size," I asked, "how much is this?"

"This is the latest style. It's only listed this year. It's all designed by top designers, 980 yuan a piece, but now it's doing activities, 300 full 80, the activity price is 740 yuan, and it has saved you 240 yuan."

"It's so expensive, I'll buy it if it's cheaper," I asked tentatively.

"This is Yintai, it is not bargain, I am a salesperson, give you 10 yuan cheaper, you have to deduct 10 yuan in my salary."

"That's too expensive," I continued to haggle.

"Are you a member of Yintai? Membership can be played on the final basis. Nine point five It's folded. " My eldest sister began to ask me.

"No," truthfully answered.

"That's tough," said the elder sister, "let's use my membership card for you. Nine point five It's broken. The elder sister said that she had to vote.

"The cashier is right down here," she said. The elder sister handed the bill to my hand and gestured to tell me how to get there.

After paying the bill, the elder sister handed me her clothes directly. "Do you have any trousers?" The effect will be better if the color is deeper. "

"It doesn't seem appropriate." I thought.

"The trousers of the XX brand here are doing activities. Half off, I'll show you around." The elder sister took the opportunity to recommend trousers for me.

After going out 5 or 6 meters to the right, the elder sister shouted to the XX trousers cabinet: "Xiao Li, the customer wants to choose pants, you help select them."

...

Ten minutes later, he bought a pair of trousers of 180 yuan, and went out with yinzhang Gao Gao Xing Xing.

Out of habit, I suddenly thought, "I was going to buy a casual suit. Why did I buy a windbreaker and a pair of trousers?"

Case study of clothing marketing: result analysis

In fact, there is no surprise that the above phenomena are almost staged every day, but many shopper and shopkeeper owners are not aware of it, which has become a recognized "normal phenomenon" over time. Now we will make a superficial analysis of the above problems according to our own views, so as to discuss with everyone.

A, B and C brand guide analysis:

Think A, B, C brand shopping guide is a failure guide, or even incompetent shopping guide, from them reflects the most basic and most simple problems.

Fashion marketing case 1: loss of sales opportunities while doing something unrelated to work

No matter when shopping, shopping or doing research, it is often found that many clothing guides do not know how to arrange their work when no customers enter the shop, and spend a lot of time in sending text messages, reading magazines or chatting. Many times, customers still do not know when they pass through the shop or have entered the store, and still concentrate on their own business. As we all know, it is the irresponsible psychology and performance of shopping guide that gives customers the feeling of being aloof and despised. At the same time, they also lose the opportunity to communicate with customers. Such as brand A and shopping guide A.

　 Fashion marketing case two: let customers visit and enjoy themselves.

Similarly, in many cases, I will find that when a customer enters a store, the shopping guide will not receive it at all. Instead, he will take a random look at the one or two eyes and wait for the customer to pick his own. The result is that the customer likes the style, and the customer will buy it, and the customer will not go away directly.

This phenomenon is especially prevalent in some large stores and brand marketing shops. Many shopping guides assume that customers do not like the introduction of others, leaving sufficient and loose personal space to customers, otherwise they can easily drive customers away. As we all know, sales need interaction. The lack of interactive sales, customers lack the atmosphere and desire to buy. This kind of sales success rate is low for customers to sing monologues, so here is a guide to guide buyers: you must move with customers. Such as brand B and shopping guide B.

Fashion marketing case three: do not take the initiative to understand demand and recommend products.

One of the disadvantages of most clothing shopping guides is that customers answer what they ask. Customers like to introduce them, and customers do not like them. The reason for this problem is that the shopping guide thinks that the process of choosing clothes by customers is relatively simple. If they do not like the clothes, you will not recommend them. The clothes they want do not need to be introduced by the guide, they will pay the bill.

In fact, for guide buyers, we must properly guide the needs of customers, sincerely put forward their own views and opinions, when customers accept their own views, and then launch their own products, it is very easy for customers to accept.

Fashion marketing case four: lack of emotional communication

Many shopping guides immediately say "Hello, welcome to XX store, please take a look" or "like which one you want to try" after customers enter the shop. Most of these shopping guides are all formal or mechanical, without feelings.

It is said that the purchase of these words is the result of blind training. We need to know that when the shopping guide can be integrated with the customers, it is very close to success. If the shopping guide is stingy with his own language or stall customers, it will make the customers think they are dispensable or even offensive. Sales guides with high sales volume are basically those who are cheerful and good at communicating.

　 Fashion marketing case five: not actively recruiting stores

When there are no customers in the shop and there is no work on hand, many shopping guides are basically idle. Even though some shopping guides are standing at the door of the shop, they are standing at the station. They do not know to take the initiative to solicit past customers but stand there waiting for them. There are also some shopping guides who "see" people. They often judge the customers who are their potential customers according to the most superficial phenomena of their clothing and wear. They are not their potential customers. They are not able to reason with some customers who are poorly dressed, so they also lose a lot of quality customers.

　 Case analysis of D brand marketing clothing marketing:

D brand guide shopping elder sister should be said to be a more powerful shopping guide in Yintai, not only nice, cheerful, but also good shopping guide skills, and it is worth mentioning that it has also expanded the sales channels and built a different industry alliance.

　　 Case analysis of clothing marketing: first, active marketing, attracting business.

The first advantage of D brand elder sister is positive, initiative and affinity. When you have no customers in the shop, you know that you have to take the initiative to find customers instead of sitting in the shop quietly waiting. The main reason why Xiaobian can enter her shop is that she greeted us, and it was very nice to greet you, so you would feel embarrassed not to go in and take a look.

A brand of Xiao Zhao once asked me such a question: "teacher Lu, I used to shop in front of the shop to attract customers, but the success rate was very low, and even some customers were scared away by me. Why?" After observing the scene, Xiao Zhao said that he had a long face and no expression at all when he greeted him, as if he were angry with anyone.

Case analysis of clothing marketing two: attracting attention and giving reasons

Why enter the D brand store? Another point is that the elder sister said this: "come in and see, we have just arrived several new models." The reason I went there was that there was a new style of clothing, and since it was a new one, of course, I had to go and have a look. This is what attracted my attention, and it was also a reason for me to enter the D brand marketing shop.

　 Case analysis of clothing marketing three: enthusiasm and enthusiasm are necessary conditions for success.

In the clothing sales industry, active and enthusiastic shopping guide is rare. Especially in the brand marketing shop and the high-end stores, it is found that most of the shopping guides in these places are repeating the mechanical language and action. The performance of D brand elder sister is really very few in Hualian Commercial Building. Without her enthusiasm, I would not feel embarrassed to enter the store. Without her enthusiasm, even if she entered the shop, she would not necessarily buy her clothes.

　　 Case analysis of clothing marketing four: quick thinking, initiative to introduce suitable products.

The elder sister knew that her shop did not have the clothes I wanted, but it did not tell me directly like the C brand guide. Instead, she used the same clothes instead of changing the world. After I asked for my own needs again, the elder sister found out a reasonable explanation to change and guide the thought of Xiaobian, and cited examples, using third parties to prove that she recommended this dress is also very good. It suits me very well.

　 Case analysis of clothing marketing five: timely use of experience, use experience to retain customers, guide customers.

When the customer still disagrees with the shopping guide's point of view, the elder sister is not dead and grinding, and no longer speaks unnecessary words, but asks the customer to try it on, because she understands that the language is powerless, and the words are empty and empty.

In order to prove her point of view while leaving customers in the shop for more time, she asked customers to try them on and try to guide customers again with the effect of trying.

　　 Case analysis of clothing marketing six: do not lose time to find helpers when you are struggling.

In fact, in the early days of entering the store, the author has been refusing to guide shopping. My idea is also very simple: since there is no product suitable for us, we must leave immediately and look at other brands. This shopping guide also understood my mind very well. At that time, it was very difficult for me to persuade me to buy her clothes because I didn't think her clothes were suitable for me.

At this point, she is looking for helpers. Xiao Zhang who came with me. First let Xiao Zhang sit down and stabilize her heart. After I put on my clothes, she not only praised herself for how to fit me, but also pulled the little Zhang beside her, so that Xiao Zhang could help her speak.

　 Case analysis of clothing marketing seven: price Dodge

At the time of the first asking price, I didn't like this dress completely. To avoid my entanglement in price, the guide did not answer how much it was. Instead, she used the "neglect method" to pretend that she didn't hear her, and that the price strategy was successful.

　 Case analysis of clothing marketing eight: make use of two choices and let customers choose.

Try on a large size trumpet windbreaker. After trying it out, ask me in time whether I want large or small pieces. Let me choose from it instead of asking, "buy or not?" Because whether I choose big or small, her sales are successful, if I buy or not, then her sales success rate will be halved.

Case analysis of clothing marketing nine: in the last stage, it used clever quotation method.

After making sure that Xiaobian already liked her clothes, she began to quote the price according to my request, but did not directly say this dress XX money, but used the hamburger offer method. In daily life, people can easily remember the first impression and the last impression. The middle impression is the most easily neglected, and the most memorable. Like hamburgers, the two sides are the middle layer of bread.

The elder sister first said, "this dress is the latest style. It was only listed this year. It was all designed by top designers." this compliment left me with the impression of this fashionable dress. Finally, she said, "but now we are doing activities, 300 full 80, the activity price is 740 yuan, and saved 240 yuan for you." The price of the original price was reduced by 980 yuan. Summing up the formula of "hamburger quotation" is "first good impression + real price + last good impression".

Case analysis of clothing marketing ten: in the face of customers' bargaining, the ball is kicked to customers.

When it comes to the fact that this product is too expensive, if it can not be cheaply, it will not buy it. At that time, the shopping guide did not exaggerate how good the dress was, but came up with the rules of the store as a shield. In fact, we all know that regular shopping malls do not bargain. This reason is very convincing. Do you bargain on Carrefour, WAL-MART and KFC?

At the same time, using emotion to do work and draw close distance to customers, "I will pay 10 yuan for my salary if I give you 10 yuan less. Do you have the heart to give it up?" This is really human nature. After all, people are working part-time. It seems that there is no way out. "Are you a member of Yintai? Membership can be played on the final basis. Nine point five It's folded. " It seems that there is no room for bargaining, but the topic of the elder sister seems to be in the air again.

But it's a problem. I'm not a member, I don't have a membership card. I can kick the big ball without giving it to me. Finally, the eldest sister made a discount to the editor with her membership card. How can I not thank her? Suddenly reminded of the essay "crutch" in the words: "thank you!"

The master is definitely a good player. The guide is really not very simple in dealing with the price.

Case analysis of clothing marketing Eleven: joint sales + alliances

After paying the bill, the guide immediately recommends trousers to the customers. After all, a good coat also needs a suitable pair of trousers. "Do you have any trousers? The effect will be better if the color is deeper. " Did you find that the elder sister directly positioned the color of the trousers to dark color, and the customers' choice was very small. Why should they save small money to affect the effect since the big money is spent? I believe that many people are of this mentality, that is, big belts and small belts.

"The trousers of the XX brand here are doing activities. Half off, I'll show you around." Huh? They also pulled up the United Front, built up an alliance to sell tops and pants, shared resources, and shared customers. Of course, the sales of trousers were definitely not recommended to customers in this clothing brand marketing shop, and the sale of other people's channels to achieve their own sales really made the business more sophisticated.

Summary of clothing marketing cases:

From the above analysis of A, B, C and D brand guide shopping, we can see that in the face of the same customers, A, B, C brand guides can not sell clothes, and D brand guides can sell clothes.

This is not directly related to the location of the storefront, and is not directly related to the size of the brand, nor is it directly related to the decoration of the storefront. What is it related to? The quality of shopping guide is directly related to sales ability. It can be seen that terminal competition is always the competition of talents.