The important role of the lighting guide purchaser needs to be improved
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Now the entire lighting industry has completed the transition from the seller's market to the buyer's market, that is, we say that the supply is greater than the demand. Therefore, whether manufacturers or distributors want to be invincible in the fierce market competition, in addition to improving the quality of products, the most important problem is how to sell their products, "the wine is not afraid of the alley" The times are gone forever. The sales process is becoming more and more important in the entire market. The shopping guides fight at the forefront of sales, whether the products of the merchants can be sold and realized profits and whether they can become bigger and stronger in the market competition, is closely related to the shopping guide's shopping guide work. The guide is the link between the merchant and the customer. The consumer's recognition of the product is based on the understanding of the product related information. However, in the current lack of mass brands in the lighting industry and limited consumer awareness, the information is mainly derived from the understanding of the purchase process. And this is a prerequisite for consumers to finally buy and buy what products. Under the current market conditions, consumers' understanding of product information and knowledge of products are mainly obtained from the explanations of the purchasers. The guide is not only responsible for the product introduction, but its image greatly influences the consumer's recognition of the brand image represented by the brand and brand it sells. The formation of a mass brand is inseparable from the accumulation of this perception of consumers. The important role of the guide is evident.
But is the treatment received by the guides proportional to their work? Take the average level of current shopping guides in Chengdu as an example. Their average salary is about 800-1200 yuan, which includes all the benefits they enjoy. For example, social security, medical insurance and other benefits are as unpredictable as mirages. The rest time is usually two days a week, and some even have no normal rest. The national legal holidays are basically not enough for rest. There is no corresponding double pay, and there is no wage in the Spring Festival as usual. Compared with the related shopping guides in the home decoration industry, it is at the middle and lower reaches. This year, prices have risen sharply, and there is a popular saying among the shopping guides that "everything goes up, that is, wages do not rise." This reflects that they are not satisfied with their treatment, and it will inevitably affect their enthusiasm for work, which in turn will affect the sales of products.
In any case, any market competition is the competition of talents. How to improve the quality and ability of the guides and retain talents is an urgent issue. The famous American marketing professors have exemplified the five qualities that super salesmen should have: exuberant energy, strong sense of mission, pursuit of money, perseverance, perseverance, and obstacles. It should be said that the current enthusiasm of employees for work is mainly the salary requirements, and the boss is more concerned about the other four qualities. At present, a large part of the shopping guides in Chengdu area are migrant workers, and the cultural level is not high. Most of them are not professionally trained, and the overall quality needs to be improved. Therefore, merchants should provide more training opportunities for shopping guides, so that they can master certain sales techniques, deepen their understanding of product knowledge, establish a sense of responsibility, and cultivate a sense of innovation.
Merchants should improve the salary level and welfare of the shopping guide as much as possible, and formulate reasonable incentives. Most of the shopping guides need to encourage and special stimulation to work hard. Modern companies have four main aspects for employee compensation; Fixed wages, bonuses, fees, and welfare subsidies. Therefore, in addition to paying the purchaser's reasonable fixed salary, there should be other incentives. Generally speaking, the greater the incentive for the salesperson, the greater the efforts they make, and the greater the score will bring more rewards. More rewards will produce greater satisfaction, and greater satisfaction will produce greater incentives. Therefore, excellent guides should be rewarded after completing certain sales quotas.
In addition to the most valuable rewards, you should also focus on the personal development of the guide and the sense of accomplishment as a group of guides. In the field sales work, the guides are often frustrated and some mistakes. At this time, the boss should give the employees the necessary understanding and encouragement, respecting their work and personality. There is an old saying in China that "the lord of the king, the sorrow of the prince", the sorcerer dies, if the boss can maintain the dignity of the shopping guide, give real understanding and care, I believe that the staff will do their best in the work To create better sales performance.
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