What are the training of cosmetics sales skills?

First, the product skills in the preparation stage of cosmetics sales

As a salesperson, you should first be familiar with the company's history, scale, organization, personnel, financial and operating models, sales policies, rules and regulations. You must be familiar with it, so that you can answer the questions that customers may ask. Answering questions can dispel customers' doubts and give them a sense of trust in the enterprise.

It is very important to fully digest the point of purchase, which is the basis of sales. Know what features your product has and who you can attract-this is the so-called selling point of your product.

Secondly, the sales staff should be really familiar with the company's product specifications, packaging, price, promotion, performance, positioning and selling points, so as to know fairly well.

Second, the preparation stage of cosmetics sales skills

Image requirements: Give people a professional, cordial, soft, dignified, neat and elegant feeling, and give people a comfortable and trustworthy feeling as a whole. At the same time, you should be articulate and tactful.

Self-confidence: Have absolute self-confidence, which is expressed by the line "Selling equals selling your self-confidence". Where does confidence come from? Self-confidence is based on your personality charm, and the most important thing is your professional knowledge. You know the professional cosmetics sales skills such as product performance and usage.

Sincerity: Your language, behavior, eyes and body language must convey a sincere feeling to customers.

Initiative: take the initiative to serve customers and consider them. And quick thinking, through careful observation of all the details of customers, to understand what customers need?

Enthusiasm: Try to keep a kind and generous smile, warm attitude and thoughtful service.

An understanding heart: salespeople should also have an understanding heart, and salespeople should be the embodiment of the principles of sales promotion-"forgetting me" and "not having me". Whether your customers want your products or not, you should do what you should to promote them. Rejection is something that every salesperson will encounter almost every day when he grows up. However, we can't stop selling just because we want to be rejected. The two most important words for salespeople are "fear" and "laziness". After attacking again, salespeople can only succeed if they constantly challenge themselves and persevere.

Practical stage of cosmetics sales skills:

First, cosmetics sales skills to find customers

Customers are the most valuable property of salespeople and the lifeblood of the continuation of promotional activities. So, where are the customers?

There are so-called cause method, introduction method and strangeness method in customer development.

Because the method is someone you are familiar with. The advantage of this method is that people who are familiar with it are easier to approach and succeed, but the disadvantage is that there are more gains and losses. In a society like China, it is still shameful to sell to acquaintances, but the salesperson should make it clear that our products are beneficial to him, to solve his problems, and not to "kill him". When you love your product and completely digest the point of purchase of your product, this scruple disappears.

The introduction method is to use the influence of others, or to continue existing customers and establish word-of-mouth effect. There is a famous saying in the sales field that "behind every customer, there are 49 customers hidden".

Unfamiliar laws will expand your market infinitely-anyone is your customer. However, unfamiliar methods can only be based on quantity and quality. You won't be a good salesman until you are rejected enough times. The real top sales come from this strange visit, which is constantly rejected and visited!

Second, the practical steps of cosmetics sales skills

1, to understand customer needs.

Observation: carefully observe the actions, expressions and eyes of customers, and remember to judge people by their appearances.

Points for observation of cosmetics sales skills: A. Look at the eyes B. Weigh: the product is in kind C. Look at the skin. D. Read the promotional materials carefully E. Ask questions seriously F. Ask about the price and purchase conditions G. Ask about the promotion conditions H. Discuss with your partner I. Look at the company's products in a happy mood J. Ask about the technical problems of the company's products L. Show a good impression on the company's products M. Look at the company's products and think about them.

Inquiry method: ask one or two questions briefly, such as: you have been watching it for so long, I don't know what you want to do with it? Only in this way can we understand the needs of customers and then explain them in a targeted manner.

Listening method: listen carefully to the customer's speech, praise, nod and smile at the right time to show approval, and understand the customer's needs before you can prescribe the right medicine. Don't blindly sell. Understand customers' worries and buying motives by observing their words and deeds. Of course, different levels of customers need different ways. In short, it is enough to be enthusiastic, sincere, patient, meticulous, comprehensive and specific to customers.

Cosmetic sales skills to meet the demand, specific purchase motives:

Realistic purchase motivation-material benefit

Motivation to buy at a low price-there are special prices and promotions

Convenient purchase motivation-convenient and time-saving.

Motives for Seeking Safety and Purchasing-Product Safety and Health Protection

The motive of seeking beauty-beautiful packaging

Pursue fame and purchase motivation-brand hobby

Pursuing the Old Purchase Motivation —— Habitual Purchase

What customers care most about is not the product itself, but the effect and feeling it brings to her after use.

2, cosmetics sales skills trial

A. Meeting customer needs

B avoid saying no to customers' skin, but introduce what kind of skin our products can achieve. (For problem skin, not for personal skin)

3. Cosmetic sales skills further emphasize the benefits.

A. Use advantages (again)

B. Preferential forms: such as special price, gifts, strength and time period; Use tools to help sales increase: for example, POP, DM price tag, etc. Promote trading opportunities.

C. gifts: limited time. There should be the display characteristics of gifts. Further introduce the company's products, joint sales, and analyze the value.

Three principles of cosmetics sales skills

Initiative: 7 1% beauticians only introduce products to customers and do not require transactions;

Self-confidence: the beautician should boldly state to the customer and ask for a deal. They can't prevaricate Confidence is contagious. When you are confident, customers also have confidence in your products.

Persistence: 64% of marketers have not asked customers to reach a deal many times. (Research shows that marketers will deny a customer's transaction at least six times before they get it. When a transaction is put forward for 4-5 times, it is often possible to close the transaction. When refusing, beauticians should learn to insist.

Step 4 make a deal

A. obtain customer purchase information.

B. assuming agreement, joint action. There is no need to wait for the customer to decide to buy, but it should be regarded as the customer's complete purchase decision.

Tip: 1). Guide customers to pay 2). Buy you a new one. I will wrap it for you. This is a gift for you.

Third, cosmetics sales skills after-sales service

When the products are sold, don't think that our sales activities have ended, but should be regarded as the beginning of sales services. The consumption of repeat customers is the basis of your long-term stable development. Therefore, you should adopt perfect table format management, keep customer files, use this information to call customers regularly, and ask about the effect after completing the service and the effect of using the products, and implement long-term follow-up services.

To keep the customer's footsteps, we must first keep her heart. Therefore, it is particularly important to follow up and visit customers later. Especially for the products that customers buy from you, if there is skin allergy, they should pay a return visit after corresponding treatment, and sincerely invite customers to receive professional diagnosis and care again.

Case analysis of cosmetics sales skills

To be a cosmetics salesman, the first and most basic thing is to understand the concept and nature of the brands you sell, such as which products are available, how to classify them, and what kind of people each classification is suitable for. Study the catalogue carefully and make a good start.

Then there is the sales strategy. Your company's makeup is definitely aimed at women. The consumption psychology of women is different from that of men. They will buy anything good they see. Even if it is not needed now, women are vain and beautiful. As long as they work hard in this respect, they should advertise more, introduce more and be eloquent. Female consumers will naturally be persuaded to buy, send some samples and give some discounts, which is also very attractive to women.

Finally, the cosmetics salesmen themselves. It is more difficult for boys to sell cosmetics than girls. Clean up your face and appearance, give consumers a good impression from the appearance, and then be convincing and let consumers know about their products!

Xiao Li, the shopping guide of a cupboard in Weifang, Shandong Province, asked, "Teacher Lu, I think I am very enthusiastic about customers. Why did the customer still feel uncomfortable and walked away? "

Answer: Xiao Li! hello

In fact, in the communication with people, the most important thing is a distance, especially in the face of customers who meet for the first time. In fact, let's assume that we are this customer now. When we entered the store, our position was actually opposite to that of the seller to some extent. Because I buy things, it means I have to take out my money, so customers are aware of prevention when they come in. So what should we pay attention to in the process of receiving customers? Based on my years of experience, I can share some points with you here:

In fact, for customers who meet for the first time, we can mainly do two words, that is, courtesy. You don't need to be too enthusiastic or too cold. What does it mean to be over-passionate? For example, I once went to a clothing store to buy clothes. As soon as I entered, three aunts surrounded me, right in the middle, and then enthusiastically recommended this and that to me. I said politely, "I'll take a look at it myself first, and I'll call you if necessary!" " Who knows that the three aunts didn't mean to leave at all, but introduced them more enthusiastically. In the end, I couldn't stand it anymore, so I had to find an opportunity to leave. Why? Because their enthusiasm violated my personal psychological comfort.

Sometimes our salespeople try their best to make friends with customers to show their enthusiasm. For example, once I was in Weifang, Shandong, I saw a salesperson. In order to get close to me, it smiled brightly and kept asking me, "Where is the price?" "How are your parents?" "Do you have any brothers or sisters?" "Do you have a girlfriend?" Wait, I'm bored. After all, I don't know you well, so it's hard to avoid making people uncomfortable to ask such a personal question.

For example, sometimes too much physical contact will make people uncomfortable in unfamiliar situations. I once saw a very enthusiastic salesperson go to their shop to buy tiles. Probably to show how much other customers like me and care about me, he kept patting me on the shoulder, touching my arm and calling me brother, which made me very uncomfortable. Therefore, when you are uncomfortable, you should use body language with caution. When should we use physical prediction to enhance our feelings? I'll talk to you again when I have a chance.

Sometimes indifference is more painful than enthusiasm. In fact, this is not uncommon in my years of training and research. I often encounter the situation that the staff in the store love to ignore it. Sometimes I think, "Have they developed the ability to know whether I am a customer or not at a glance?" But when I think about it, I think it's impossible. Why? Because I have seen more than 100 excellent salespeople, they don't seem to treat me like this. So customers are sometimes very sensitive. If your prediction, tone, manner and actions show excessive indifference, customers will feel it at the first time. Then he will feel despised. Nobody wants to be looked down upon, do they? So his way of resisting is not to buy your things, right?

So how can we calculate the reception in place? I prefer natural and polite reception, such as customers coming over, so you must take two steps at a brisk pace first. Why take two steps? If you have children, think about what it's like when you come home from a hard day and your son jumps at you briskly, and you'll understand that feeling. Then, you should smile from the heart at the moment when his eyes touch you, and then say in a relaxed and natural voice, "Welcome to XXX store!" " "The principle is politeness and naturalness.

In sales practice, we often see such a situation: a salesman introduces his products in front of customers, and customers have almost no room for manoeuvre, and customers have no opportunity to interrupt and state their views. As a result, the deal fell through as soon as the salesman left.

Remember: salespeople don't force customers to buy or consume as you said, and customers don't want to be led by your nose and become your vassals. The salesman's purpose is to effectively influence the customer's purchase decision through generous enthusiasm and appropriate introduction and recommendation.

You have to make others make up their minds and make them feel fulfilled.