Not long ago, I published two articles on how to improve the persuasiveness of retail terminals, causing a small wave of waves. More than a dozen readers sent me emails, and I also put forward my own views. One of the readers directly put forward their own views. She said: "To do a good job in the sale of clothing, especially the sales of men's wear, as long as you can 'fudge, you will be fooled', customers will generally come to the market quickly, and buy a single." Talking about laughter."

The word "flickering" is very popular in recent years. Its originator should be Uncle Ben, think about it. He can see Fan Wei as a normal person "fudge", first selling the car, then selling the stretcher. There is no problem with manufacturing problems, no business opportunities for manufacturing opportunities. high! It is really high! Similarly, in the past few years, a story often heard in many sales training courses “How to sell a comb to a monk”, think about the difference between the two. However, the problem is that the essay can be laughed at, and the story can be said. The question is how to understand "fudge" and how to treat "flicker" in real life? In fact, the overwhelming majority of people adopt "fudge" is a kind of vigilance and rejection attitude, because "fudge" is often out of nothing, exaggerating the words so that people are ignorant of "in the middle of recruiting, into the set" and afterwards complained and regretted. Fan Wei is an example. Later, the "anti-flicker" hotline was set up to alert future generations.

Whether it is a essay or a story, it actually sends us such a message, taking sales as an example: in order to complete the performance, we can use whatever means to achieve the goal. The crux of the problem is that if the business operator wants to operate and upgrade a brand for a long time, then you will be a "fudge" for your target customers, and a hammer sale will turn your customers into your loyal customers for a long time. What is the "lock"? I think most companies choose the latter, but in the actual work, many sales people often value the immediate interests, pay attention to the short-term benefits, for the performance, in order to make the customer later, to the enterprise, What is brought to the brand is negative impact and intangible damage. Unfortunately, many business operators often ignore this.

Here I give a case. I have served a menswear brand. This company has a powerful shopping guide. Her personal annual sales have reached 7 digits for several years. It is certainly not accidental to achieve such performance. She believes in it. In one sentence: "The market is unlimited and the customers are limited", so on the one hand, for the customer, she is a better consultant salesperson, according to the different body, size, skin color, occupation, and wear of the customer. In the occasion of reasonable matching and promotion, on the other hand, it is the best way to turn customers into their own “hardcore” customers through a lot of humanized methods after serving each customer. For example, every customer who has been sold by her has detailed information and can name hundreds of customers. I know the customer's body, favorite colors, fabrics and patterns, and keep in touch with them regularly. There are new products with special notices and so on.

Unless we sell luxury goods, like Rolls-Royce cars, we have limited production every year, we have to make reservations and queues for cars, and we have a principle of "quantity law" for the sale of most goods. The turnover is directly proportional to the rate of entering the store, which is directly proportional to the number of sales. Customers who buy clothing can be divided into the following three categories:

New customers: customers who bought clothes before

Old customers: frequent customers

Word of mouth customers: customers who buy through word of mouth, and then become old customers

If a store's performance is too dependent on new customers, there is a big crisis. Performance will be very unstable; if there are a group of old customers or word of mouth customers, the more these two types of customers account for our customers, the better the performance will be. Therefore, a salesperson not only sells the goods, but also finds ways to allow customers to spend repeated consumption, become a loyal customer of the company and constantly drive friends and family to consume. In short, relying on "fudge" is not long-term sales, creating a loyal customer has no shortcuts, is a long-term work process that has changed from quantitative to qualitative, and is a work that can be done with care.