Retail stores require that their staff study and understand the purchasing psychology of consumers, differentiate between different types of consumers, and adopt different methods for serving them.
1. Comprehensive Research Methods on Consumer Purchasing Psychology:
▲ Gaze: When a consumer is attentively watching a certain product or standing to watch an advertisement, the store clerk should observe what product the consumer is paying attention to in order to judge what they wish to purchase.
▲ Interest: When a consumer approaches a product and touches it with their hands, it indicates that the consumer has developed an interest in purchasing that product. At this point, the clerk should greet the consumer by saying "You've come," and then say "Please feel free to browse...", followed by observing the consumer's intent to buy.
▲ Association: To make the consumer associate with the convenience and joy of using a certain product after purchasing it, the clerk should proactively introduce how convenient the product is and the pleasure one feels when using it.
▲ Desire: Further promote the consumer's desire to buy. The clerk can give examples of other consumers who have bought the product to encourage the consumer's purchasing desire.
▲ Comparison: While the consumer is selecting a product, the clerk should proactively introduce the quality and performance of the product to help the consumer compare.
▲ Decision: Finally, the consumer makes a decision to purchase a particular product through comparison.
Through the above comprehensive research on different consumer purchasing psychologies, the clerk should adopt various methods to introduce products and encourage the consumer to decide on a purchase.
2. Reception Methods for Different Types of Consumers:
▲ Cautious Type: These consumers are indecisive when choosing materials, food, or other goods. For these consumers, the clerk should not rush to ask "What would you like?" but instead present two or more products and introduce them in a gentle manner for comparison.
▲ Skeptical Type: These consumers distrust the clerk's introduction, even if the information provided is true. For these consumers, the clerk should not react negatively or treat them with impatience.
▲ Picky Type: These consumers criticize every product as "this isn't good" or "that isn't right." For these consumers, the clerk should listen patiently without contradicting them.
▲ Arrogant Type: These consumers may act arrogantly around the clerk, implying "I am important!" If the clerk shows any sign of impatience or does not face the consumer directly, they might angrily say "Hey, serve the customer!" Young clerks might find this unpleasant, but to serve other customers well, it is best to remain calm and composed.
▲ Humble Type: When introducing a product, these consumers always listen and say "That's right, yes, yes." For such consumers, the clerk should not only sincerely introduce the advantages of the product but also its disadvantages. For example, for consumers with bad teeth buying food, the clerk should introduce both the advantages (delicious and affordable) and the disadvantage (a little hard), which builds more trust with the consumer.
3. Reception Methods After Understanding Consumer Intentions:
▲ Consumers Who Wish to Buy Quickly: These consumers specify what they want to buy. They come with a purpose. The clerk should quickly serve them and package the item promptly.
▲ Observational Consumers: These consumers are skeptical about the store and hesitantly enter while looking at the display windows. For these consumers, the clerk need not rush to greet them but wait for the appropriate moment.
▲ Consumers Without Purchase Intentions: These consumers enter without the intention to buy, just browsing for something suitable. When they see something they like, their eyes change. This is when the clerk should proactively greet them.
▲ Associated Buyers: These consumers are eager to buy additional items. Therefore, the salesperson should pay attention to the consumer or follow them to encourage associated purchases.
▲ Consumers Who Want to Discuss with the Clerk Before Buying: These consumers look around the store as if seeking advice from the clerk. The clerk should proactively greet them and ask, "You've come, what would you like to buy?"
▲ Consumers Who Prefer to Select Themselves: Some consumers prefer to select products on their own without being approached. For these consumers, the clerk can simply keep an eye on them.
▲ Indecisive Consumers: Some consumers hesitate and cannot make up their minds. They think "It's okay to buy," but also "Maybe I'll find something better later." For these consumers, the clerk should actively suggest and recommend products.
4. Reception Methods for Multiple Consumers:
▲ Accompanying Consumers: These consumers accompany another who intends to buy, though they themselves do not intend to purchase. However, if the clerk warmly greets them, they might buy something or become future customers.
The clerk can ask the accompanying consumer, "What do you think of this?"
▲ Middle-aged Companion Consumers: The male companion's opinion often plays a significant role in the purchase decision.
The clerk can direct more questions to the male consumer, asking "What do you think?"
▲ Young Companion Consumers: Often the female companion's opinion plays a larger role.
The clerk should present the product more toward the female consumer and invite her to choose.
▲ Consumers with Children: The clerk can crouch down or kneel to greet the consumer.
The clerk can ask the child, "Which one do you think is better?"
▲ Female Consumers Accompanying Male Consumers: It's important to create conditions for the consumer to express their opinions.
5. Timing for Receiving Consumers:
When consumers enter the store under the following circumstances, the clerk should proactively receive them:
When the consumer gazes at a specific product or its price tag;
When the consumer holds a product for a long time;
When the consumer's gaze shifts away from the product toward the clerk;
When the consumer is comparing different products;
When the consumer takes out a clipped advertisement or compares the product with a notebook.
6. Understanding Consumer Preferences:
Consumers enter the store with the intention of buying something they need. Once inside, they approach the products they care about. Clerks can understand consumer preferences through the following:
The first product the consumer picks up upon entering the store;
Pointing at products in the glass cabinet;
Products placed aside after selection;
Products repeatedly gazed at and touched;
Products frequently inquired about by the consumer.
7. Helping Consumers Choose Products:
Different stores have different priorities. What the consumer looks at or chooses first varies.
▲ Stores Focused on High-end Products: Clerks should first show high-end products to gauge the consumer's reaction before showing mid-range products. This way, the consumer is more likely to purchase high-end products.
▲ Stores Focused on Mid-range Products: Clerks should start with mid-range products and adjust based on the consumer's reaction to show either high-end or low-end products. The consumer is more likely to purchase mid-range products.
▲ Stores Focused on Low-end Products: Clerks should start with low-end products to facilitate comparison and also show mid-range products. After comparison, the consumer is more likely to purchase low-end products.
Clerks should follow this procedure, proactively introduce the store's key products, and comparatively introduce similar products at different prices to achieve the expected goal.
8. Methods for Recommending Products:
Clerks recommending products generally follow these guidelines:
Hold the product well and try to hand it to the consumer for easier viewing and selection;
For food items that can be tasted, let the consumer taste it;
For shoes and clothing that can be tried on, let the consumer try them on;
For movable products (like children's electric toys), let the consumer see them in action;
Select two features of the product to recommend to the consumer;
While handing the product to the consumer, explain its uses and performance.
Following these guidelines to proactively recommend and introduce products can promote consumer purchases. Even if the consumer doesn't buy after recommendation, the clerk should not appear disappointed or impatient.
▲ Sequential Product Recommendation:
Clerks should generally be able to speak and listen well. That means being able to introduce products in detail and strive to hear various responses from consumers, introducing products in an orderly manner.
First, introduce what the product is: Some clerks immediately run over and say "This product is good" when they see a consumer looking at a product. This is incorrect; the correct approach is to first explain clearly what the product is before talking about its benefits.
Introduce the product's features and uses: Explain how this product differs from others, its characteristics, and its usage method and most suitable purposes. Introducing product usage is also a key point in selling products.
Explain why it has these features: Although the clerk introduces the product's characteristics, uses, and suitability, some consumers still don't understand and may ask "Why is it like that?" In this case, the clerk must use actual examples to prove it. For instance, "Many consumers prefer to buy this product first," or mention how many consumers have purchased this product.
Also recommend other products: After the clerk introduces the product, explains its features and uses, further clarify that "The product is purchased according to the needs of consumers," and recommend other products by saying "Please take a look at this product."
To ensure the recommended product meets the consumer's wishes and encourages purchase, the clerk must carefully consider what else the consumer might need to introduce products accordingly.
9. Reception Methods When a Product Is Out of Stock:
If a consumer asks the clerk about a product that is sold out or hasn't been delivered yet, the clerk should not simply say "It's gone" or "No stock." Such responses are inappropriate and unsatisfactory. Instead, they should say, "Unfortunately, we're out of stock right now. If you urgently need it, we can deliver it to you as soon as it arrives," or "Sorry, the XX product you want is currently out of stock, but how about this one? This product is no worse than the XX product." If the store has a product similar to what the consumer wants, try the above approach.
10. When Consumers Are Unsatisfied with Their Purchases:
If a certain product sold by the store doesn't meet the consumer's satisfaction, the consumer might say, "This pattern is not good!" or "This style is not good!"
A better response from the clerk would be, "This pattern is actually quite nice! There are better ones over here..." rather than saying "This pattern is not good, how about this one over here?"
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