Yihao Classroom
Basic knowledge and skills required for a bakery shop assistant
1. Understanding the bakery's situation
The bakery's image, scale, strength, industry position, and reputation all create associations in customers' minds, thus affecting their trust in the bakery products. Bakery salespeople understanding the bakery's situation makes persuading customers easier and fosters a sense of pride and accomplishment, thereby boosting sales confidence. Understanding the bakery's situation includes: the bakery's history (development process), current status (scale, strength), future (development plan, prospects), image (business philosophy, industry position, honors, evaluations from authoritative institutions), and bakery leadership (experience, honors), etc.
2. Understanding the products
Knowledge of bakery products is sales power. The higher the technical content of a product, the greater its importance in sales. Salespeople should become bakery product experts, because customers like to buy from experts.
Bakery salespeople can gain product knowledge through: Listening – listening to professionals introduce product knowledge; Seeing – personally observing the product; Using – personally using the product; Asking – finding answers to questions; Feeling – carefully experiencing the product's advantages and disadvantages; Speaking – understanding oneself and making others understand are two different concepts.
Furthermore, bakery salespeople should, based on understanding the product:
1) Identify the selling points and unique selling points of bakery products. Selling points are the reasons customers buy your products; unique selling points are the reasons customers buy your bakery products instead of competitors' products. If a salesperson cannot give customers three reasons to buy their products, they cannot persuade them.
2) Identify the advantages and disadvantages of bakery products and develop corresponding strategies. Salespeople should identify the advantages of bakery products and highlight them; identify the disadvantages and consider how to turn disadvantages into advantages, giving customers a reasonable explanation. A common problem is that some salespeople, the more they know about a product, the more they focus on its disadvantages, overlooking its advantages; their vision is blocked by the disadvantages.
3) Trust the product. Based on understanding bakery product knowledge, salespeople should further appreciate the advantages of their products, believe that their bakery products are good, can benefit customers, and are worth buying. This trust will give salespeople confidence, making them more persuasive. We can say: Junior salespeople know the basic knowledge of the product; intermediate salespeople further understand the selling points and advantages and disadvantages of the product and develop countermeasures; senior salespeople trust the product based on understanding it.
3. Understanding the competitive bakery brands
Customers often compare the bakery products salespeople sell with competing brands' products and raise questions. Bakery salespeople should understand the following about their competitors (similar products, substitutes):
1) Variety. What are the main products of competitors? How are the bakery products displayed and promoted to attract customers? What are the main selling points? What are the quality, performance, and characteristics? What is the price? What is the price difference compared to similar products from this bakery? Are there any new products?
2) Display. How are the goods displayed at the competitor's counter? How are the POP advertisements?
3) Promotion methods. This includes the content of bakery promotions (which goods are discounted? What is the discount rate?) and promotional advertising (how effective are the discount POP advertisements?)
4) Sales skills of salespeople. How is the clothing and appearance of competitor salespeople? Is their customer service appropriate? Are their product introductions persuasive?
5) Customers. How many customers do competitors have? What is the customer level?
Bakery salespeople should compare their products and their counters with competitors from different perspectives, striving to do better. Whoever does better will attract and win customers.
4. Point-of-sale knowledge
An important task for bakery salespeople is to improve the vitality of the terminal, creating a sales atmosphere through bakery product displays, POP advertisements, etc., to attract customers to buy. Therefore, mastering the basic knowledge of product display and sales promotion is essential.
1) Product display. Product display is one of the last opportunities to promote terminal sales. Surveys show that 87% of customer purchase decisions depend on the visibility of the product. If stores correctly use product placement and display techniques, sales can increase by 10%.
The golden standard for display is: (1) Optimal display location (easy to see, easy to find, easy to reach); (2) Maximum display area; (3) Display height at eye level, between the chest and chin; (4) More display locations; (5) Complete variety, sufficient quantity; (6) Concentrated categories to drive related purchases; (7) Arranged in the specified order to create a visual impact; (8) Products face outward to convey product and promotional information; (9) Clean and hygienic, complete and undamaged, this is a basic requirement; (10) First in, first out, to keep products fresh.
2) Bakery POP advertising. POP can effectively stimulate customers' desire to buy. Surveys show that brand labels on shelves can increase sales by 18%, and special offers or discount labels can increase sales by 23%. POP comes in many forms, and their different functions should be noted.
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Shandong Yihao Food Co., Ltd
Telephone:86-531-86933666
Fax:86-531-86937666
Mailbox:yihaoyouzhi@163.com
Website:www.yihaoyouzhi.com
Address: Daqiao Economic Development Zone, Tianqiao District, Jinan City (Yihao Food Industrial Park)