How to use speech skills in clothing sales

Many friends called to ask how to run a clothing store successfully. Here we provide you with practical and important key factors and suggestions for success.

First, site selection.

Some people say that the three most important factors in real estate transactions are location, location and location. This shows that location is very important, and location is also very important for the operation of clothing stores. Be sure to choose a commercial location with large traffic as much as possible. The first floor is definitely better than the second floor or above. Buyens Street is definitely better at the crossroads. With a good position, you are basically invincible.

You can calculate how many people pass by a certain location during the rush hour on weekdays or holidays, then you can estimate the flow of people, and then look at the business of the shop next to this location, and you can probably estimate whether this is a good location. Of course, on weekdays, you should observe more popular areas and walk more. Usually, good locations are very popular, so we can rent them when there is a good opportunity.

Of course, shops with large traffic will definitely have high rents. But it's usually a penny for a penny. I suggest that if you can't afford the high rent, you'd rather rent a small apartment with a good location or sublet a large apartment. Shops with less people flow are basically difficult to operate, no matter how cheap the rent is. In a word, site selection is very important. The rent may be only a few thousand yuan, but the turnover may be tens of thousands of yuan.

Second, the characteristic clothing

The clothes you sell must have characteristics, which are different from those sold in other stores. Consumers will remember your store and your products will sell at a higher price. Everyone goes to the wholesale market to buy goods, so you don't have to go. Selling the same thing, not only has no characteristics, but also causes mutual bargaining. For example, foreign trade goods that were popular in previous years are more difficult to do now. On the one hand, everyone is doing it, not only because it has no characteristics, but also because it is full of fakes and the quality is getting worse and worse.

Nowadays, consumers are beginning to have brand awareness, and consumers are always pursuing distinctive and high-quality clothes. Our clothing design, combined with China classical tradition and modern popular color style, forms a sense of design fashion with great visual impact, which is deeply loved by people who pursue distinctive personality and fashion.

Third, sales and service.

Sales skills are also important. When customers try it on, they should recommend it in time, be sweet-mouthed and be patient with customers. Although some customers have bad attitudes or quarreled with their husbands (wives) yesterday, you should still smile patiently. Without good service, you can't do business. With a good service attitude, you will have more and more repeat customers.

Fourth, other details.

Lights should be bright, articles should be placed neatly, floors and glass windows should be cleaned regularly, and damaged articles should be repaired in time. These small details will give consumers a comfortable shopping environment.

Reasonable commodity display can play the role of displaying commodities, enhancing brand image, creating brand atmosphere and increasing brand sales, which is its basic significance. 1, the display of commodity clothing is the most prominent in showing the external beauty, and its display effect is also easy to reflect. A high-end fashion, if casually hung on an ordinary hanger, its high-end will not appear, and customers may despise it. If you "wear" it on the model, illuminate it with spotlights, and match it with other foil and decoration, its elegant style and fine workmanship will be clearly presented to customers, and customers will be easily moved by it. 2. Product display to enhance brand image: Free advertising As we all know, product display is one of the last opportunities to promote terminal sales. The survey shows that 87% of customers' final purchase decision depends on the scientific and conspicuous display of products. Product display is the cheapest and most basic way to promote sales. It doesn't need you to invest a lot of money (even for free), just need you to calm down and re-examine the characteristics of the products you operate and the buying habits of consumers. And artistically treat the product placement from the aesthetic point of view, you may get more benefits. Good commodity display can not only facilitate and stimulate customers to buy, but also improve the image of enterprise products and brands. 3. Create a brand atmosphere We know that the overall atmosphere of a shop includes: window decoration, merchandise display, light source, color matching, POP, etc. These constitute the key elements of a good atmosphere in a store. For example, the clothing product itself can't speak, but we can use display techniques, plastic arts and lighting to make it alive. A leisure clothing brand, with dynamic leisure models, jumping dynamic surfboards and bright clothing colors, constitutes a happy scene of young people surfing on the beach in summer, which vividly and interestingly provides consumers with an immersive association space. 4, can increase sales "good display and poor display, the impact on sales is at least above 100%", which is one of the reasons why many brands and businesses attach great importance to product display. Commodity display can arouse consumers' desire to buy and urge them to take purchase actions. According to statistics, if the store can correctly use the technology of commodity allocation and display, the sales can be increased by 10% on the original basis. When I was making a women's dress display plan, I simply changed the purple-black collocation in the front area of a store to red-black, and as a result, six pieces were sold in this area that day. This is only a small and subtle change, but this change can not be ignored or even extremely important for goods and terminals. However, the exhibition should be comprehensively considered according to various factors such as weather, location, people and so on, in order to achieve the ideal exhibition effect. In addition, I think the exhibition is of greater significance: 1, increase the added value of goods to increase the value of your goods, so that enterprises can obtain higher profits, enhance their competitiveness and occupy more market share. 2. Lifestyle change Aiming at the level of target consumer groups, strengthening the display of visual effects of goods can guide customers to shop, influence and enhance the aesthetic level of consumer groups, and trigger changes in consumption and lifestyle. 3. Maintaining the reputation of merchants is conducive to maintaining the reputation of enterprises, improving the credibility of goods, making consumers easily accept all kinds of information of goods, deepening their impression of goods, increasing purchase opportunities and forming potential profits. It is easy for consumers to have a sense of identity and trust in the brand and enhance the visibility of the company. This website has articles about store management, which is very good: I selected some materials from it: several keys to women's dress management:

1, your eyes.

2. The size of your capital.

3. Your management level.

4. Your personality.

5. Your risk tolerance.

The most important thing is the view. As long as you have a good eye, other key problems can be solved by taking certain measures. Some eyes are born, others need to be cultivated. Every key issue will determine the life and death of the clothing business! The business performance of clothing, shoes and hats stores depends largely on the quality and performance of employees. Some clothing, shoes and hats stores often attach importance to marketing plans, but due to neglect of the management of shop assistants, the expected results cannot be achieved in the process of implementing retail plans. Therefore, employees are the foundation of an enterprise, and it is very important to attract good employees. In the process of sales, shop assistants play an important role in selling goods, providing services and enhancing the image of retail stores. When choosing a shop assistant, we should focus on his appearance, communication ability, general knowledge and professional knowledge, loyalty to work, etc. Clothing retail stores usually need to choose certain testing methods, including written test staff, when receiving personal data of candidates, as the basic basis for selecting candidates. There is a written test for the recruitment of shop assistants. The basic purpose of selecting candidates is to test their knowledge level and general abilities (such as perception, memory, thinking, imagination, language, generalization, creation, etc.). The main purpose of the interview is to test the candidate's motivation and personal qualities (such as exquisite social outlook, appearance, personality, honesty, values, etc.). ) and their professional ability in retail work (such as the ability to treat people, observation). Dealing with a variety of customers every day is the basic feature of a shop assistant's work. Shop assistants must have abundant energy, good interpersonal skills and noble professional ethics in order to provide satisfactory services to customers. Therefore, when recruiting shop assistants, it is necessary to examine the quality of the candidates from the following aspects: (1) Physical quality. In order to match the image and product mix characteristics of retail stores, there are special requirements for the health, body shape, height, age and gender of shop assistants. (2) personality. Mainly from the applicant's general ability, temperament, personality and other aspects, the basic requirements for shop assistants include: studious and enterprising, flexible thinking, strong observation ability, strong communication skills, quick action, enthusiasm and generosity, cheerful personality, honesty, careful work and love. (3) working ability. The investigation of work ability can be carried out from the aspects of education level, professional knowledge of goods, retail service skills and work experience. Employees are the vitality of the store, and a good employee will bring an unexpected leap to the store business. A good employee should have good physical fitness, strong working ability and perfect personality, so as to attract excellent sales staff to join underwear enterprises. In my opinion, there are two ways. The first is to attract talents with marketing potential. This kind of talent has the characteristics of strong plasticity and high understanding (which requires the human resources department of the enterprise to find its sales potential when recruiting and have the corresponding cultural level). After recruiting these people, systematic training on the company's marketing policies and product knowledge will enable them to get started quickly. The author once recruited terminal sales staff in an underwear company, all of whom had technical secondary school education or above, and generally had the characteristics of affinity and agility. After being recruited, they will receive a one-month training. First, send them all to the workshop, and first understand the product structure and process requirements of the enterprise. Post-training is mainly to train marketing knowledge and then put it into the market, which plays a decisive role in improving market sales. The second is to attract sales staff in the industry. Because of their rich experience, such talents can enter the post as long as they are familiar with the product structure of the enterprise. Shop assistants in underwear stores, because they play the role of shopping guides, have higher and stricter requirements for talents in this field than those engaged in other clothing categories. Because, when guiding consumers to buy underwear, salespeople must master their physical characteristics, including their measurements and the basic needs of buying underwear. At this time, the clerk must give knowledge guidance to consumers' buying behavior, so that consumers can buy underwear that suits their body. Therefore, the introduction of excellent sales staff to join the enterprise is the premise for enterprises to advocate quality service and the key to promote enterprise sales. Training of Sales Personnel After recruiting sales personnel, enterprises need a systematic training to improve their professional knowledge and sales skills in order to better serve consumers. There are several ways to train shop assistants. (1) Regular training is generally the training of basic knowledge, which is divided into two parts. One is product knowledge training, including product structure, style, model, measurement method of human girth, wearing method of bust, washing method of underwear, folding and storage method of underwear, underwear or body underwear (body underwear includes adjustable bra, body shaping pants, waist seal and integrated body shaping clothes). Through these trainings, sales staff can give customers personalized purchase guidance. The second is the training of sales skills. At present, underwear brands, especially domestic second-tier brands, are basically similar in brand awareness and product style. In this case, underwear enterprises want to gain greater market share, and only rely on terminal sales to win with the terminal. In this way, in the terminal channel, the sales skills of sales staff are particularly important. The training of sales skills mainly includes the training of sales attitude in business, the training of format terms in sales, and the training of sales strategies such as how to accept customer complaints. By strengthening training, sales staff can effectively master daily sales management and deal with emergencies. (2) Scenario training Scenario training is also called simulation training. Generally speaking, in the exhibition hall of a company, a group of salespeople play the role of consumers, and then the salespeople sell products to them. Scenario training is mainly the reproduction of sales scenes. This training method includes underwear display (according to style or color), store atmosphere layout, how to receive customers, problems that should be paid attention to in promoting products, and how to guide consumers to buy underwear. Through this kind of training, sales staff can master sales skills skillfully. Daily work management of shop assistants? Go to work on time and in advance. Sales staff usually need to go to work half an hour in advance within the specified time to do a good job in cleaning the whole store. ? Keep the workshop, laminate, shelf and floor clean and tidy. ? The store manager held a meeting in advance to summarize the problems encountered in yesterday's work and sales, and explain the work plan of the day clearly. ? Tidy up the underwear on the shelf and check whether the goods match the previous night. ? Check the quality of goods in the store area to ensure that there are no inferior goods and wrong prices. ? Put the supplementary money in the corresponding position according to the display method. ? Enter the sales work state and sort out the items on the shelves at any time. ? Carefully issue sales receipts to ensure the accuracy of the contents. ? Fill in various forms and documents carefully as required. ? Collect customers' opinions and suggestions, summarize and report to the company's marketing department. ? Assist in handling customer complaints and special requirements within the scope of work. ? Need to explain what happened that day, and count the goods when changing shifts. ? Inspect the goods, fill in the replenishment form in time and replenish the goods. ? Leave work after the handover is clear. The first step of the sales process for salespeople: Understand customer needs: Understanding customer needs is the premise of providing targeted services. Therefore, salespeople need to have agile perception and sell products suitable for their physical characteristics to customers in time. Step 2: Measure the size correctly: Measure the size of the guest correctly. Women's figure often has subtle changes, and salespeople should educate customers to correctly understand their bust size. Step 3: Choose the size of underwear: According to the measured size results, recommend the correct and suitable style suitable for customers. When the size and style are inappropriate, the body shape of female consumers is easily deformed. Therefore, customers must be taught to choose suitable styles. Step 4: Try it on: After the customer chooses the style he likes, the salesperson must let him try it on. Customers can't really know whether the style is suitable until they try it on. Step 5: Usage: After recommending to customers, in order to make customers consume their underwear brand products for a long time, we must correctly guide the usage and various maintenance precautions. Smiling service: Advocating smiling service can bring the feelings between customers and salespeople closer, create a relaxed gas purchasing environment and make consumers feel at home. This can also form a good word-of-mouth effect, attract consumers to spend again with smile service, and also attract other consumers to come over. Timely praise: customers have beautiful and ugly bodies. When a shop assistant sells styles to customers, it can get twice the result with half the effort by praising customers' beautiful figure in time. By doing what you like, you can win the favor of customers and bring pleasant enjoyment when you consume. Understand the customer's shopping psychology: only with a clear aim can we win consumption. Clothing gradually got rid of the primary function of hiding ugliness and avoiding cold, and changed to the advanced function of shaping a beautiful figure. Although consumers' consumption habits are different, they will not deviate from this nature of shaping beauty. Therefore, when receiving customers, salespeople should be good at observing words and feelings, understanding customers' personalities, exploring customers' interests and hobbies, and selling suitable products and styles to customers. Nowadays, the main sales strategy is to advocate terminal winning. How to build a sales team with fighting capacity is the top priority of enterprise marketing strategy. Choosing the right sales talents is the premise of forming this team; Integration and optimization is the foundation; Systematic training is fundamental; It is the key to win that salespeople master sales skills skillfully. Only when these aspects are achieved can this team win the benefits of franchise store management in the market and reflect the overall management level. How to improve the single-store sales of specialty stores is the focus topic of the whole clothing industry. The manager is the soul and leader of a store. The manager's working ability and leadership ability directly affect the performance of the whole store. In order to grasp the management of the store manager, whether it is an enterprise that produces clothing or a shopping mall that sells clothing, the understanding of the store manager is very clear-the store manager is the manager of a store. Many store managers know their roles in this way: a store is like a home, and the store manager is the parents of this home. Parents should worry about all the problems of this family, including personnel, goods, hygiene, furnishings and so on. If any small detail is not taken into account, it may have a bad influence on their work. More enterprises hope that the store manager is an excellent director. The storefront is a performance stage, the hardware facilities of the storefront are scenery and props, and the company's constantly changing products throughout the year constitute the material of the story. The store manager should organize these materials into attractive stories and tell them to every guest who patronizes. Whether the story is told well depends on the organization, planning, arrangement and courage of the manager. Either way, it shows that the manager is the leader of a store, the link of corporate culture information transmission, and the executor and concrete operator of the company's sales policy; It is the spokesperson of enterprise products and the core of the store. Therefore, the store manager needs to stand on the position of the operator, comprehensively and scientifically analyze the operation of the store, and comprehensively implement the company's business policy. Carry out the company's brand strategy and give full play to the functions of the store manager. As a store manager, his or her job responsibilities mainly include

1, understand the brand's management policy and implement the sales strategy according to the brand's characteristics and style.

2. Abide by the company's rules and regulations, carry out the instructions of superiors, and complete the tasks assigned by the company.

3. Responsible for managing the daily work of the counter, supervising and evaluating the work performance of the shopping guide, reflecting the employee dynamics in time and training the shopping guide.

4. Be responsible for the accuracy of inventory, account book making and commodity handover.

5. Responsible for the replenishment of goods in the store and the display of goods.

6. Assist the supervisor to handle and improve the operation of the counter.

7. Assist the supervisor to communicate and coordinate with the mall.

8. Provide public relations promotion activities of brands around the shopping mall on a regular basis as needed.

9. Understand the sales situation of surrounding brands, register and provide daily in-store passenger flow information.

10, to stimulate the enthusiasm of shopping guide and adjust the shopping atmosphere of the freight yard. As a store manager, she can't be positioned as a promoter or foreman. Her mentality is the boss. How to cultivate this mentality has a lot to do with the company's culture and system. This is the art of management. As a responsible store manager, we should pay attention to the daily work details. Store operation is usually divided into three periods. Before business, in addition to turning on electrical appliances and lighting equipment, leading the clerk to clean the storefront, there is also a morning meeting, which mainly includes the announcement and communication of company policies and business activities of the day; Business situation analysis and work performance review the day before yesterday; Train new employees and exchange successful sales skills; Stimulate work enthusiasm and boost staff morale. In addition, if you need to place an order, the specialty store should count the petty cash, check the business report of the previous day and send it to the company. In the course of operation, the store manager should pay attention to the following tasks: checking the assistant gfd, sorting out the work clothes and wearing the work card; Supervise the cashier operation and grasp the sales situation; Control the electrical appliances and speaker equipment in the store (specialty store); Prepare wrapping paper and packaging bags for use at any time; Keep shops, warehouses and fitting rooms clean and tidy; Change the window, model display and merchandise display in time; Pay attention to suspicious personnel to prevent items from being lost and accidents; Actively assist customers to solve problems in the consumption process in time; Collect market information and do a good job in sales analysis; Organize the company's official documents and notices, make preparations before promotion and finish the work after the promotion. After the business is over, check the accounts, fill in the business report of the day, check and properly keep the business funds and keep the reserve fund. Also check whether the electrical equipment is turned off. Put an end to fire hazards, and check whether the doors and windows are closed and whether there are other people in the store. In terms of goods, the store manager has the right to put forward opinions and suggestions on the company's distribution, and has the right to reject goods with quality problems. In terms of personnel, the store manager has the right to participate in the recruitment and primary selection of business personnel; Have the right to reward and punish employees; Have the right to dismiss employees who do not meet the company's requirements or perform poorly; Have the right to put forward opinions on transfer, promotion, demotion and dismissal according to employees' performance; Have the right to inspect and evaluate the daily performance of employees; Have the right to make a ruling on emergencies in the store; It has the right to decide the distribution of goods in the store. Clothing stores attract customers with luxurious decoration, which is a project that many businesses do not hesitate to spend a lot of money to build. However, even gorgeous clothing stores often fail in one detail-the fitting room. The fitting room can be said to be an important link in determining whether clothes can be sold. As a customer, whether to buy or not can only be decided after trying. However, due to the privacy and size of the fitting room of the clothing store, customers feel embarrassed, which leads to business failure. What conditions should a fitting room have? The following points are for your reference only. First, pay attention to privacy. The most fatal problem in the fitting room is the lack of privacy. Everyone has to go through an unspeakable stage when trying on clothes. Therefore, in the design of fitting room, we should pay attention to the protection of customer privacy. For example, the "doors" of a "square" fitting room are all curtains. If you don't pull them tightly, you will leave a thin seam, which will make people who change clothes feel scared. Not only that, there are three fitting rooms, one of which faces the stairs of the storage room on the second floor. You can clearly see the people going up and down the stairs, and you can also clearly see the people in the fitting room from the curtains of the stairs. No matter how many fitting rooms are prepared, customers can't feel at ease interviewing clothes in the room. Second, the area should not be too small. Usually the fitting room can only accommodate one person, especially those underwear stores. I'm sorry if you look "fleshy" The fitting room is for all customers who come to the clothing store to spend money, not just for customers with good figure. Never let the fitting room become a place where fat customers feel ashamed. Third, the decoration should not be too simple. Many fitting rooms have no mirrors. Many people want to try on clothes without looking in the mirror, so that clothes that don't work well don't have to be seen by others, such as those close-fitting pants that can completely expose radish legs; And don't be misled by salespeople who praise you no matter what you wear. A good fitting room, in the decoration, should consider whether the customer is comfortable to use, whether the lighting can set off obvious effects and so on. Tailor-made dressing room

First, interior decoration

1. The main color of indoor walls is white. (Gives a clean and tidy feeling)

2, indoor equipped with 30W fluorescent lamp (not too bright and not too dark)

There is a "warm reminder card" hanging behind the room door.

Dear customer: When you leave the dressing room, please don't forget to take your belongings with you to avoid losing them. Second, equipped with props

1, small mirror (1 side, keep bright and clean)

2. White plastic comb (1, wash frequently and change frequently)

3. Stools (1)

4. Slippers (1 pair, warm shoes for autumn and winter, sandals for spring and summer)

5. Hook (platoon 1) Third, outside the locker room.

1, door mirror (safe but not safe, recommended: installation)

2. Put up doorplates on the lintel-"fitting room" and "dressing room" ...

3. Signboard (double-sided, one side says "someone" and the other side says "nobody")

The work of the signboard is completed by the shopping guide. In the shopping guide service of specialty stores, the shopping guide usually waits for customers to wear it outside the locker room. So this job is done by the shopping guide. Precautions:

1. Don't pile up sundries in the locker room, keep it clean and tidy every day.

2. The dressing room should be ventilated, and there should be no peculiar smell. Air freshener can be sprayed. Writing here reminds me. I read a report that there is a specialty store in Japan that is very advanced now. You don't need to try on clothes. After the clerk scans your figure into the computer with a scanner, you can match clothes as needed. You can tell at a glance whether it is good or not.