Sales skills: guiding skills when selling goods
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In retail, the sales guide often holds a dominant position when presenting products to customers. However, many guides are not highly professional and lack proper product training. As a result, they tend to respond to customer questions rather than proactively guiding them. A true shopping guide should know the product’s key selling points and be able to clearly communicate their benefits. Without this knowledge, it becomes difficult to effectively influence a customer's purchasing decision.
Customers often have limited knowledge about the products on display. If a customer is more informed than the guide, the guide loses credibility. Therefore, the role of a terminal guide is to provide a clear standard for customers to evaluate products. This involves understanding the criteria for judging quality and being able to explain why certain features make a product better than others.
When introducing products, the guide should use a combination of verbal explanation and physical demonstration. The saying "show, don’t just tell" applies here. By using gestures, pointing, and allowing the customer to experience the product firsthand, the guide can create a stronger impression and build trust.
As a factory representative, it’s essential to understand the product inside and out. This includes knowing how to assess quality and what factors determine whether a product is good or bad. Providing factual reasons behind these standards helps customers make informed decisions and increases the guide’s credibility.
To effectively guide customers, the salesperson must first have a clear set of criteria for evaluating products. This requires in-depth knowledge of the product’s features, benefits, and how they compare to competitors. Once this foundation is established, the guide can focus on engaging the customer and stimulating interest.
A successful product introduction starts with sparking curiosity. The guide should ask questions that lead the customer to think about their needs and preferences. These questions should be designed to guide the customer toward the right answer, often in the form of closed-ended or multiple-choice options. For example, asking whether the customer prefers high-quality or low-cost options allows the guide to subtly steer the conversation.
Take an induction cooker as an example: “Sir, do you know what makes a good induction panel? A high-quality panel is transparent, shows no impurities, and has excellent magnetic permeability. It’s energy-efficient and meets at least the second-level energy rating. It also resists discoloration over time.†By demonstrating the panel and explaining its advantages, the guide builds a compelling case for the product.
When comparing with other brands, the guide can ask, “Do you know the difference between our panel and those of other manufacturers?†Then, without waiting for the customer to answer, the guide can explain, “Our panels have intricate designs and are made from higher-quality materials, which is why they’re more expensive.†This approach reinforces the value of the product while maintaining control of the conversation.
Ultimately, supermarket guides must be knowledgeable, confident, and skilled in communication. They should design their sales pitch around answering potential questions and providing clear, actionable information that helps customers make informed choices.