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Sales of shoes and accessories: effective techniques for business rhetoric
20.11.2014 153707

Sales of shoes and accessories: effective techniques for business rhetoric

In the modern world, a significant part of communication between people takes place indirectly: using Internet technologies, mobile phones and other electronic devices. But personal communication is still able to help achieve the goal in communication, moreover, as a rule, much faster than in the indirect version. Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.

In recent years, there has been a huge lack of sociability among those who occupy the positions of “seller-consultant” or “consultant / manager of the trading floor,” communicates directly with visitors and customers of retail stores. But the final economic result of the store’s work largely depends on how the seller speaks, which speech modules he uses.

No, thanks!

In the process of training shoe retail employees, we can distinguish The main mistakes that the seller makes when communicating with visitors to the trading floor:

  • Starts communication with different visitors / groups of visitors with the same phrases;

  • Does not diagnose the type of visitor of a shoe store, as a result, minimizes the result of the presentation of the goods

  • Applies aggressive (or provoking non-acceptance of information and actions) statements;

  • It has a narrow vocabulary, when communicating with potential or current customers, it uses a limited supply of arguments and speech modules;

  • Applies diminutive expressions ("discount", "shoes", "spoon"). Remember and teach your consultants - the only effective way to use the diminutive version of the name of the product may be the word “boots” instead of “boots”.

The consequence of these errors and their regular repetition is the stable stagnation of sales, while increasing the cost of training and development of employees. In many ways, close attention to the methods and possibilities of business rhetoric is due to the fact that most potential buyers at the initial (and not only) stage of communication refuse any contact with a representative of a retail store. The reason for this behavior is most often the emotional fatigue of the client from the monotonous and, in many ways, template communication of sellers. Everyone who picks up shoes or accessories by heart knows the phrases that the employee in the trading floor will “work”: “Is the heel comfortable?”, “How do you like a shoe?”, “Shoes are very comfortable”, etc. Everyone knows with what phrases an employee of a shoe store starts his work: “Can I help you with something?”, “Looking for something specific?”. Having received the first refusal, we will always hear: “If something interests you, I will be there ....”. Tired, right?

It is important for the head of the shoe and accessories store to remember that the training of sales consultants begins with the development of a differentiation skill such as a visitor to a trading floor.

Types of shoppers in shoe stores and accessories

A type

Emotional

Rational

Behavior

Prone to impulsive shopping. It reacts positively to discounts, promotions, coupons. Makes a purchase decision quickly. Often buys something in the checkout area.

He asks questions on quality, service life, warranty. Chooses the goods slowly, can visit the store several times. He gets acquainted with all similar offers. Comes with a shopping list and sticks with it.

Positive reaction to ...

... listing the benefits of the purchase and use of goods

... listing the technical characteristics of the goods

Response to Loyalty Programs

The discount is not a decisive argument when deciding on a purchase.

The discount and additional features from loyalty programs are a powerful argument when making a purchase decision. Methodically can accumulate bonus points. The greatest activity is during the sales period. Sometimes it can ask for a call if the product you like will participate in the sale.

Purchase returns

No more than 10% of all purchases

Up to 30% of purchases

Loyalty to the store and the seller

Low - the buyer often experiments, eagerly visits new stores

High - the buyer is inclined to shop in trusted stores, often consults with the same seller, trying to come on the day of his work.

Recommendations to friends and acquaintances

Rarely - the buyer can forget in which particular store purchased the goods.

Often - most acquaintances and friends become customers of the store

Motives of purchase

Exclusivity, originality, brand, status, success, environmental friendliness, safety, aesthetics, manufacturability

Save time, save money, save effort, save attention

Emphasis in communication

Verbs, facts, numbers

Adjectives, compliments

Both a rational and emotional shopper are equally beneficial to the store. The first buys constantly, the second - rarely, but a lot. Using the principle of “1 characteristic - 1 benefit”, the sales consultant reduces the risk of incorrectly determining the type of client, and also increases his chances of telling about the product in an interesting and “tasty” way, which is what is needed for sale.

When working with premium products, you should know that most buyers respond better to listing the benefits of the product, rather than the characteristics. Examples:

  • Yes, boots cost 29 860 rubles, but it is these boots that will protect your legs from the weather!
  • I don’t argue, shoes are sold at a high price, but this price includes leather processing so that in the next 3-5 seasons you do not think about anything related to shoe repair.

Very often, sellers in a shoe store find it difficult to work with goods and prices, because make mistakes in communication. How to communicate and in what words to tell the client about the purchase?

  • Begin suggesting options with the highest-priced product. All subsequent options will seem affordable to the buyer (in comparison with the first option) and objections to the price will be less.
  • Having named the price, you do not need to justify it or somehow justify it. After voicing the price, the seller needs to pause. The client also needs time to determine his attitude to the price and this product.
  • When working with clients, the principle of perspective is very effective., which is as follows: the buyer is more responsive to the opportunity to save something, save than the prospect of winning. For example, from two options:

A type

Emotional

Rational

Behavior

Prone to impulsive shopping. It reacts positively to discounts, promotions, coupons. Makes a purchase decision quickly. Often buys something in the checkout area.

He asks questions on quality, service life, warranty. Chooses the goods slowly, can visit the store several times. He gets acquainted with all similar offers. Comes with a shopping list and sticks with it.

Positive reaction to ...

... listing the benefits of the purchase and use of goods

... listing the technical characteristics of the goods

Response to Loyalty Programs

The discount is not a decisive argument when deciding on a purchase.

The discount and additional features from loyalty programs are a powerful argument when making a purchase decision. Methodically can accumulate bonus points. The greatest activity is during the sales period. Sometimes it can ask for a call if the product you like will participate in the sale.

Purchase returns

No more than 10% of all purchases

Up to 30% of purchases

Loyalty to the store and the seller

Low - the buyer often experiments, eagerly visits new stores

High - the buyer is inclined to shop in trusted stores, often consults with the same seller, trying to come on the day of his work.

Recommendations to friends and acquaintances

Rarely - the buyer can forget in which particular store purchased the goods.

Often - most acquaintances and friends become customers of the store

Motives of purchase

Exclusivity, originality, brand, status, success, environmental friendliness, safety, aesthetics, manufacturability

Save time, save money, save effort, save attention

Emphasis in communication

Verbs, facts, numbers

Adjectives, compliments

The second option is more stimulating to buy, because shows the buyer the prospect of saving effort, time and money.

Cheat sheets for sellers

To begin with, remember that the description / presentation of any product has two components:

  • technical parameters (characteristics) that tell WHAT the customer buys
  • benefits that answer the question “WHY?” the goods must be purchased.

Most often, in the structure of training of sales personnel, the emphasis is shifted to the product part. For example, in shoe retail, sellers intensively study the stages of sketching and manufacturing shoes and leather goods, know the types of leather and how to process it, they can even tell you something about the brand and its glorious history ... As a result, they really accumulate a huge amount of knowledge about the product . But what does this information give the buyer? How does the replenishment of knowledge on the technology of attaching soles brings the client closer to the act of purchase?

According to my observations in trading floors it is most effective if the sales assistant applies the principle “1 characteristic - 1 benefit”. It is easy to remember and easy to put into practice.
Since the initial competency levels of sales personnel are not always possible to describe the product and its properties so variably and to argue with the client the benefits of buying and using the product, it is important to develop and implement so-called “speech modules” for active (daily use). It is important that they take into account the specifics of your product and allow sellers to communicate with maximum efficiency. Many retailers in their stores have simple and understandable cheat sheets for sellers, which list the parameters and benefits of each product. The seller can only memorize the text and use it when communicating with a store visitor. Make this memo for your employees. Place it in a conspicuous place in the sellers lounge. Information must be updated before the arrival of a new product. Employees themselves can be involved in this process, so you can simultaneously prepare a cheat sheet and conduct free mini-training on product presentation! Conduct rhetoric and acting training at least 1 times in 6 months for the sales staff of their stores. The skills gained during such training are much more useful than the classic training program, with the transfer of scripts and the friendly execution of uniform exercises. Choose a business coach carefully. Anyone who does not wear good shoes and does not like beautiful bags will not be able to convey the philosophy of the brand and will not teach how to communicate with wealthy customers.

Do not say nonsense!

What else needs to be considered to increase the efficiency of communication with customers in the trading floor of a shoe store and accessories?

First of all, you need to monitor what words and phrases consultants use. Often employees do not notice that they use the so-called “Silly expressions” that prevent immediate purchase, for example: “We have cheaper shoes,” “Maybe we'll see something from expensive boots?”, “If you are interested in this option ...”, “If you decide to buy, then we will we will give a discount "...

Any of these phrases can, at a subconscious level, lead the consumer to doubts, and sometimes even completely withdraw from the purchase in your store.

Practice effective phrases with sellers:

A type

Emotional

Rational

Behavior

Prone to impulsive shopping. It reacts positively to discounts, promotions, coupons. Makes a purchase decision quickly. Often buys something in the checkout area.

He asks questions on quality, service life, warranty. Chooses the goods slowly, can visit the store several times. He gets acquainted with all similar offers. Comes with a shopping list and sticks with it.

Positive reaction to ...

... listing the benefits of the purchase and use of goods

... listing the technical characteristics of the goods

Response to Loyalty Programs

The discount is not a decisive argument when deciding on a purchase.

The discount and additional features from loyalty programs are a powerful argument when making a purchase decision. Methodically can accumulate bonus points. The greatest activity is during the sales period. Sometimes it can ask for a call if the product you like will participate in the sale.

Purchase returns

No more than 10% of all purchases

Up to 30% of purchases

Loyalty to the store and the seller

Low - the buyer often experiments, eagerly visits new stores

High - the buyer is inclined to shop in trusted stores, often consults with the same seller, trying to come on the day of his work.

Recommendations to friends and acquaintances

Rarely - the buyer can forget in which particular store purchased the goods.

Often - most acquaintances and friends become customers of the store

Motives of purchase

Exclusivity, originality, brand, status, success, environmental friendliness, safety, aesthetics, manufacturability

Save time, save money, save effort, save attention

Emphasis in communication

Verbs, facts, numbers

Adjectives, compliments

Spend a few hours in the trading floor and watch the consultants, write down all the most dangerous (from the point of view of objections) phrases of sellers and in the future, for example, on the morning meeting, analyze these situations, involving employees in the participation. Make a list of the most effective “selling” phrases (remember, did you also compile a list of product benefits?) And share this information with everyone who communicates with customers.

Price and quality

What other "steps" can be used for the effective sale of goods?

  • remember, there is no discount on your first purchase, even if the client blackmails the seller and threatens to leave the store if they do not make a concession to him. You will never create the image of a worthy store if your goods and services are accessible to the majority of visitors. Keep your price. Remember that each discount does not increase customer loyalty, but robs you of a part of the profit. Discount - either for regular customers, or when buying for a very significant amount (for example, such an amount would be a value equal to 3-m average checks)
  • use effective pricing principles: Russian buyers perceive even numbers better. Do not round them to order, for example, 9800 is perceived worse than 9816. The more round the figure, the more distrust it causes (“probably specially rounded up”), while the even figure with a non-circular value causes more confidence - the “honest price”. Another caveat: Russian buyers remember numbers from left to right, so for them 3 417 and 3 822 - they feel the same prices (except for very educated buyers who know the intricacies of pricing).
  • do not use at the end of 999 (the so-called "eldorado"), many buyers after widely advertised sales are extremely negative about such figures
  • if you want to give the buyer a discount, then write it in numbers, not percentage
  • if voicing a discount in a conversation with a client, do not use round values (5, 10, 15%, etc.), such a discount is easy to calculate and the buyer will easily bargain with you. The most effective way is an even discount, for example, 8, 12,6%, in your mind it is rare for any of the buyers to be able to perform such calculations and, most likely, will agree to your price option.

Step by step guide

When working with shoes and accessories, sales consultants will regularly encounter customer distrust. Many of them will ask questions, and monitor how the consultant behaves, how confident he is in the product he is talking about.

Key tips for sales staff:

  • identify the type of buyer (rational or emotional);
  • remember the principle “1 characteristic - 1 benefit”;
  • try not to provide detailed information to each client, the more information you give, the less chance of a purchase;
  • follow the reaction of the client, whether he listens to you, whether he agrees with you, whether his fears are reduced;
  • ask clarifying questions (“Did I tell you everything?”, “Was this what you were interested in?”, “Do you agree with me?”, “Are you ready to choose?”);
  • use emotional arguments; attract customers when displaying products;
  • the more the buyer tried it himself, the longer he spent with the product time, the more difficult it is to refuse to purchase. This is called the “loss effect”, the best sellers reinforce it with the words: “Let me take the goods” or “I'll put it back”;
  • do not mention similar products and competitor stores in the conversation, if the buyer asks to compare your product with a similar one, you can say: “Unfortunately, I am well acquainted only with our product, because I’ve been selling it for already ... .. years ”;
  • Do not fuss about the buyer, the seller makes the best impression calmly and confidently working with the client;
  • Do not fawn on the buyer, for him you are a product specialist, an assistant in choosing, this is not a subordinate role, but an equal one. It is important to keep a distance and not go to the other extreme - rapprochement with the client. It is extremely dangerous to give advice and recommend buying a specific product. If the buyer insistently asks to make a choice for him, the phrase: “They often buy from us ...” works effectively. Thus, you are not responsible for the choice of the client;
  • Use persuasion strategies when dealing with customer objections. In retail sales, due to the time limit when communicating with a potential buyer, three simple persuasion strategies bring the best result:
    1. "Pictures of the past." We use it when the buyer does not trust the goods, the seller, doubts the quality and reasonableness of the price for the goods. The main idea is that if something happened once with a similar product, this does not mean that you should limit yourself to the end of your life. Just choose more carefully.

      Example:

      Client: I already bought expensive shoes once, they soured by the end of the season, so I don’t see the need to spend so much money on shoes again.

      Salesman: I now understand your doubts. But you still buy shoes, don’t you go barefoot since then?

      Client: no, of course.

      Seller: just now you carefully choose the shoes and trust the trusted salons. I'll show you this couple, try what soft leather ...

    2. "Pictures of the future." We apply when you need to “ignite” the buyer, motivate him to buy, especially if the buyer is used to the comfort around him

      Example:

      Client: for what I will spend 16 000 rubles on this bag when there are so many similar models much cheaper.

      Salesperson: what now seems to be an economy may turn out to be a loss in the future. I have been working in this store for 4 of the year and I believe that the model you have chosen is one of the most reasonable options. According to the set of properties of leather technology of dressing, this bag will be ahead of other models for a long time. Having bought today, you will be able to go out with this bag tomorrow and receive compliments from acquaintances. Have you not earned yourself a little joy in life?

    3. Popular phrases and sayings. Well-known claims cause less resistance from the buyer. Remember what proverbs and sayings can be used in sales: “The avaricious pays twice”, “Measure seven times - cut one”, “We are not rich enough to buy cheap things”, “Where it is thin, it breaks”.
  • do not use comparative and evaluative degrees in communication, this can give the buyer the opportunity to leave without a purchase. The most dangerous words for the seller: expensive, cheap, expensive, cheaper. Replace the price estimate with words that are more comfortable for the client:

A type

Emotional

Rational

Behavior

Prone to impulsive shopping. It reacts positively to discounts, promotions, coupons. Makes a purchase decision quickly. Often buys something in the checkout area.

He asks questions on quality, service life, warranty. Chooses the goods slowly, can visit the store several times. He gets acquainted with all similar offers. Comes with a shopping list and sticks with it.

Positive reaction to ...

... listing the benefits of the purchase and use of goods

... listing the technical characteristics of the goods

Response to Loyalty Programs

The discount is not a decisive argument when deciding on a purchase.

The discount and additional features from loyalty programs are a powerful argument when making a purchase decision. Methodically can accumulate bonus points. The greatest activity is during the sales period. Sometimes it can ask for a call if the product you like will participate in the sale.

Purchase returns

No more than 10% of all purchases

Up to 30% of purchases

Loyalty to the store and the seller

Low - the buyer often experiments, eagerly visits new stores

High - the buyer is inclined to shop in trusted stores, often consults with the same seller, trying to come on the day of his work.

Recommendations to friends and acquaintances

Rarely - the buyer can forget in which particular store purchased the goods.

Often - most acquaintances and friends become customers of the store

Motives of purchase

Exclusivity, originality, brand, status, success, environmental friendliness, safety, aesthetics, manufacturability

Save time, save money, save effort, save attention

Emphasis in communication

Verbs, facts, numbers

Adjectives, compliments

As you can see, in general, selling premium products is easy. It is important only to master the above techniques and require the sales staff to strictly implement them.

Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
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