What are the best sales skills in the building materials industry?

Compared with the clothing industry, the building materials industry has the following characteristics: First, it is found that 72% of customers do not have a purchase plan, while 28% of customers who do have a purchase plan usually change their purchase plan because of the stimulation of the sales site. This discovery is suitable for fast-moving consumer goods and clothing industries, but it is debatable for building materials industry. With the improvement of people's living standards, no one has deliberately pursued quality when buying clothes. The purpose of buying clothes is to dress up beautifully and shape a perfect image. Impulse buying has become the main feature of buying clothes. There are two incentives for impulse buying, one is that things are attractive, and the other is that the price is within the budget. Even if it is slightly overspent, psychologically, it has already given flexible price space. However, building materials products are not like this. The purchase amount of several thousand dollars is not a small sum for ordinary people after all. This expenditure has to be clearly spent. Second, the purchase cycle is long to buy clothes, and there is a great possibility of a one-time transaction. The key is how to stimulate customers' desire to buy; Buying building materials may not be a deal, but the key is how to get customers to come back for the second time. The key word we use here is the purchase cycle, not the time. It may take a few days or a month for customers to buy building materials products, and they will make several comparisons and references. After a period of tossing and turning, they had to make a decision. There are two reasons for the long purchase cycle. One is because the purchase volume is too large and it is afraid of being expensive; The other is because I don't know the product and I'm afraid of buying the wrong one. Before the renovation, not many people will pay attention to building materials products, and of course it is not clear what the selection criteria of building materials products are. When customers buy building materials products, many people feel that they are receiving "spoon-feeding" education, and the purchase standards given by each brand of the same product are sometimes different, so no one wants to shoot blindly. Third, product awareness is low. Because the sales of building materials products have the above three characteristics, it will inevitably lead to a low turnover rate of one-time transactions in stores. We have investigated many shopping guides, and they generally think that 20% of the store orders can be closed at one time through hard work, while the other 80%, customers often come to the store two or three times before and after, and it is possible to close the deal after repeated comparison. When some customers come to the store, they are just browsing. They don't pay much attention to the existence of shopping guides, and they don't stay in front of a certain product for too long. These customers are basically in the initial stage of understanding the products, which is far from the real purchase. Generally speaking, the shopping guide only needs to emphasize the brand and the standard of buying products to customers, and does not need to target a certain product. Judge whether the customer bought today, ask about his renovation progress, and make a basic judgment. Many customers will go to the building materials store to know the products in advance before they really want to buy them. As an excellent shopping guide, you should learn to observe what customers are more sensitive to. If he is just a general "shopping" customer, he will only ask some detailed questions about the products he is interested in, and will not ask in-depth questions about the price. Customers who are interested in buying on the same day will generally ask about the overall purchase plan of building materials products, and he will ask, "Is it enough to buy so many layers?" Do you need any other auxiliary materials? How much can I get at a discount of one square meter for 20 square meters? "How much discount can the baseboard play as a whole? If you buy it today, are there any other preferential activities? " . Of course, whether customers buy or not today does not simply depend on the renovation progress. Shopping guides can use in-store promotions to urge customers to place orders in advance. "Deposit upgrade" is a popular promotion activity for many businesses now. Through such activities, potential customers can be locked in advance. We advocate that shopping guides should learn to stimulate customers' desire to buy and guide customers to enter the product purchase stage in advance. 1. The renovation progress has not yet reached the stage of purchasing products, and customers are not in a hurry. For example, curtains and lamps are usually the last step of home decoration, and the construction of water and electricity in the home has just begun, but customers have begun to look at curtains and lamps, but it is still far from the real need. The customer is in no hurry. He just wants to know first, so as not to rush shopping. For these customers, what the shopping guide should do is to find a way to leave the customer's phone number, and then carry out continuous telephone sales follow-up. Second, customers are just beginning to understand the products and need to compare them. These customers are usually not far from the purchase time, but he is still hesitating, especially in terms of brand and product style, hoping to compare more. At this time, the shopping guide should patiently introduce the purchasing standards of such products to customers and emphasize the advantages of their own brands, especially the selling points of their own products that others do not have. Third, if you are not sure, you need to discuss with your family and friends. For an uncertain customer, this is actually a good buying signal. This situation shows that the customer already likes the product he likes, but only needs family and friends to help him make the purchase decision. The shopping guide can follow up by phone and emphasize the selling point of the company's products. If there are periodic promotional activities, it is easier to facilitate the conclusion of the transaction. Encourage customers to invite family and friends to shop together, and then convince them to approve your products. Fourth, customers think that the product price is too expensive, so we need to reconsider the reasons why customers say that the price is too expensive. Need to analyze the specific situation. For customers who use price as an excuse, we should find out the real reason behind the excuse and then try to crack it one by one. Under normal circumstances, being able to enter the price negotiation stage means that there is a possibility of closing a deal, so we must be patient with customers who say that the price is expensive and strive to reach a deal at this stage. First, collecting information Since we have determined the plan that the customer did not buy today, how to make the customer come to the store for the second time has become the primary purpose of our sales. Collecting as much owner information as possible can not only prepare for the second communication, but also understand the real needs of customers, thus providing professional home product design solutions. In the communication with customers, the name of the community, decoration style, room area and decoration progress are all some information that the shopping guide should focus on. Through this information, we can know the customer's consumption level, the estimated purchase amount and the approximate time to purchase the product. The customer's purchase budget is a sensitive topic, so it is suggested not to ask directly, but to observe the customer's overall spending power through the recommendation of small commodities first. Pepe from Nanjing Jinling Home told me that her customary practice is to recommend downlight products to customers first, and then judge the overall lighting procurement budget of customers according to their acceptance of different downlight products. In the face of customers who don't buy today, we should not only collect the basic information of customers' commodity purchase, but also observe and judge the personality types of customers at this stage. At the same time, you must not miss the collection of customer phone numbers. The shopping guide can directly ask the customer for contact information and tell the customer that there are activities in the store that can be notified by SMS. If a customer just doesn't want to leave his phone number, at least we need to hand him the business card of the store and leave him a product information. Second, professional guidance provides customers with professional guidance on the purchase of household products, which includes at least two meanings: First, our sales staff should be familiar with the characteristics, advantages and benefits of the products they sell, be able to answer any product objections raised by customers, and at the same time learn product collocation, that is, provide customers with overall solutions. The shopping guide for selling tiles should teach customers what is the difference between buying living room tiles and kitchen tiles; The shopping guide selling curtains should teach customers what is the difference between the colors and materials of living room curtains and bedroom curtains. The second layer means that building materials shopping guides should not only be familiar with their own products, but also be able to understand the relevant knowledge of home-related products, so as to provide customers with overall home style suggestions. Shopping guides selling sofas should learn to recommend the color of sofas according to the colors of curtains and wallpaper in customers' homes, and recommend the size of sofas according to the size of TV sets and the distance from sofas. Third, improve the service As a salesperson of building materials products, it is very important to communicate with customers for the first time. If the customer is not satisfied the first time, of course, you won't be given a second chance to enter the store. Even if customers don't buy today, we still have a chance to win customers to buy tomorrow. Therefore, building materials shopping guides should learn to maintain a good attitude and provide customers with consistent and perfect service, thus attracting customers to come to the store for the second time. Receiving customers for the first time will undoubtedly add a lot to your professional image. In addition, we will talk about services in particular. Only the perfect service that is different from other stores can leave a deep impression on customers. Customers who buy building materials products often stay in the store for a whole day, wandering in stores with different products and brands. "Tired and happy" is the best portrayal of the mood of those decoration customers. How to make customers take good care of them in your store is one of the key factors to improve the transaction of the store. When visiting a lamp shop last winter, two shopping guides handed us a hot drink and asked us, "Sir, miss, do you want coffee or Longjing tea?" It really touched us. The sales of building materials industry has entered the era of experience marketing. Many shopping guides don't know the combination of service and sales, and always encourage customers to experience products, but ignore the real feelings and needs of customers at the moment. Many times in the store selling mattresses, the shopping guide always encourages me to lie down and experience the comfort of mattresses, but ignores that what I need more is a cup of hot water and a stool. Love stories at first sight always stand the test of time, but if men and women don't call each other when they meet for the first time, and girls have negative comments on boys, then I think they may not even have a chance to meet for the second time. Please remember a sentence in the shopping guide of building materials industry: Today, whether customers buy or not, you should provide the best service for customers.