The Entry Rate Is The Core Of Improving Clothing Performance.

　　 Case study:

In the famous pedestrian street in a southern city, at 9 o'clock in the evening, pedestrians were getting fewer and fewer in the streets, and the shops were very cold. A shop next to each other was preparing to collate goods and make accounts, ready to close and rest. There can be one family. Fashion ladies The store is bustling with excitement.

After a closer look, the door of the shop also used a red carpet to set up a temporary stage, with scarlet rugs and loud deafening music. Tina and Lily, the shopping guide, dance with their music, and are now the popular cowboy dance. Along with the music with a strong sense of rhythm, several passing girls can not help beating gently with the rhythm of the sound.

"Mom, look, it's a real aunt!" with a clear and crisp child's voice, people's eyes turned to the window. It turned out that in the shop window, it was actually a real model. Several people dressed in new clothes imitated the modelling of the model in the window. The plot that was seen only on TV is now in sight and can not help but expand curiosity. For a while, pedestrians on the pedestrian street were rushing all over to see the shop.

When entering the door, they are led by enthusiastic guide buyers. In the raging market, customers try to dress with excitement, and pick them with eyes and eyes, and finally carry the big bags and leave with satisfaction.

This is a real case in a pedestrian street franchised store, and a consulting firm has made a performance improvement for the flagship store. That evening they stayed open until more than 1 hours, overfulfilled the expected tasks.

Before discussing the details of this method, let's take a look at why the shop is still buzzing at 9 o'clock pm, people walking in the streets are deserted, and many businesses are free. Rate of entering shops Why can it be so high?

　　 Analysis:

These fashion ladies Women's wear The store has created a bustling and bustling store through rhythmic music, creative window models and passionate dancers, attracting customers into stores. The new and innovative window display also attracts customers who have shopping needs, so that more people can enter the store, and then sell one after another.

As we all know, only when customers enter the shop, can we have the possibility of further promotion. Next, we can try to wear, try and wear, and promote sales. If customers are reluctant to enter, then the next job preparation will be useless. Therefore, customer entry rate is the top priority for improving performance.

In our stores, there are not only a wide range of goods, shelves, shopping guides and staff, but also a vivid display, giving customers the overall feeling of the shop and deciding whether the customers are willing to come in. At present, all kinds of stores and shopping malls are willing to spend large amounts of money on decoration, and they are becoming more and more aware of the display. They will invite professional teachers to display their products in the store, that is to say, the construction of hardware has become more and more perfect.

What about software? It refers to the vivid display of the shop -- the service and atmosphere of the staff.

Because of the needs of my work, I often go to stores and shopping malls all over the country. At the very least, I have contacted hundreds of shops and contacted thousands of terminal buyers. When there are no guests in the shop, there are various forms of shopping guide. Some rely on shelves for brooding and brooding, some are busy gathering and chatting, others are lying in the cash register with their fingers to circle, some are narcissistic in the mirror, others are standing at the door and staring at the door, or even manicure fingers.

In a prefecture level city in Hunan, I walked into a well decorated shop. When I entered, the shop's guide was sitting on the stool behind the cashier, and I saw customers coming in. I put my melon seeds in the drawer of the cash register and spit out the wet melon seed skin in my mouth.

While another large shop, when I entered, a few shopping guide members were talking loudly about the gossip of a star. I didn't know what happy place I was talking about.

An eyed shopping guide saw me enter, hurried to the reception, but could not repress the laughter coming from the bottom of my throat. As a result, the welcome speech became: "next - afternoon - Good afternoon, ha ha, Huan Huan - Welcome - Guang!"!

I looked at them with a calm look. As a result, several shopping guides looked at the wrong momentum and gave each other a wink. A girl who looks like a shopkeeper stares at the reception guide that I received with blaming eyes. Then they begin to clear their throat and introduce to me, "Miss, this is very suitable for you. Try it on." "Really? How can I look at it?" I glanced at it and disagreed. "You can rest assured that I have assured you of my many years of professional standards, which you wear is absolutely first-rate." Shopping guide is full of confidence, clapping his chest. Seeing this scene, who would buy the unprofessional attitude and welcome of this shopping guide just now?

Often when the store business is bad, the shopping guide will put forward an objective reason: "no one." Where did the man go? Why did other brands sell so well?

"They are well positioned", "they shop well decorated", "they are big brands", "they have activities", "they have many old customers", "they are good goods"......

But is it true that nobody is really nobody? Is the guest falling from the sky? No. Guests are attracted by shopping guide.

In the past, I encountered many agents and franchisees like to call themselves farmers. Why? Because they think they are just like farmers. God will give me more people, and the harvest will be better; God does not give us guests. We can not help it. The implication is that he has tried his best and there is no way for the customers to come.

Now I want to subvert this idea - people do not rely on waiting, they are attracted. Selling is not to rely on heaven to eat, but to rely on ourselves to eat. People do not rely on God to send us in, but rather rely on our own efforts to take the initiative to attack, rather than passive waiting.

Our shopping guide often wondered: who rob our customers, why are the same neighboring places, the same traffic volume, and the customer's entry rate is very different?

So, where did the customer go? Why would anyone even enter your shop? This is because when the guests were passing through the shop, they were supposed to enter, and found that there were nothing to do with the shopping guide, chatting, scratching fingers and laughing. The guest turned to the other store, because the guests were afraid of coming in and would disturb the "good taste" of the shopping guide.

Over time, fewer people in the store, and shopping guide is even more boring, chatting, trance, doing nothing, endless complaints. Business is also in a vicious circle. The busy shop lets the guests who walk outside see in their eyes, and think that the business of this store is good, business is good, and the goods are good. Since the goods are good, they will walk in to see if they are suitable. Seeing more people, business is good.

　　 One is not to wait, but to draw in.

Selling is not relying on heaven, but eating on your own!

The flow of shops can be changed and can be attracted, but all of this depends on how we do it.

In the store, the atmosphere is very important. Because the Chinese like to follow the crowd and see your popularity, he thinks, things here should be good, and they will come in and have a look. And what is the popularity of the store? No matter it is people and goods. The status of employees, the cooperation of employees, the timely replenish and conversion of stores, the display of goods, and so on, all directly affect whether the customers are willing to come in, and whether they are willing to stay here for a longer time. If you see a salesperson in a poker face and sluggish eyes, will you enter? No, the same customers will not enter.

It's very important to create easy access to customers. When customers are not in the shop, they should show their busy and happy work in their spare time.

The winning and losing of business and the probability of transaction are decided by 50% before customers enter the shop, not after the service.

In our daily work, it is impossible for us to do this kind of sensational selling method everyday, but we should be able to enlighten us in the shop entry rate. The display of creative stores, especially the eye-catching display of window displays, busy and bustling shopping atmosphere, is the most direct way to attract customers into the store from the senses.

　　 Kit two: always ready

We often hear the shopping guide complain, "I'd rather be busy than idle, because I just don't know what to do when I'm free." This sentence shows that many guides do not know how to make use of "standby" time.

In such a situation, we should properly handle our mood and arrange the work of free time. For example, sort out the goods, see which goods are better to sell, which goods need replenishment, keep on display, replenish goods, etc. Guide buyers should always be ready to welcome customers. No matter when the guests arrive at the goods area, they can provide the best service for their customers. Once the customer arrives, he can enter the role immediately.