Yihao Classroom
Basic knowledge and skills that a bakery salesperson should master
1. Understand the situation of the bakery
The image, scale and strength of the bakery, industry status, reputation, etc. will make customers associate, thereby affecting customers' trust in bakery products. The bakery salesperson understands the situation of the bakery shop, which can not only make the work of persuading customers easier, but also have a sense of honor and pride in the bakery shop, thereby enhancing sales confidence. Baking salespersons must understand the situation of the bakery shop, including: the history (development history) of the bakery (scale, strength), future (development plan, prospects), image (business philosophy, industry status, honor, evaluation by authoritative institutions) and bakery Store leadership (experience, honor), etc.
2. Understand the product
Baking product knowledge is sales force, the higher the technical content of the product, the greater the importance of the product in sales. Salespersons need to be experts in bakery products because customers like to buy from experts.
Bakery shop salespersons have the following ways to master product knowledge: listening—listening to professional product knowledge; watching—observing the product personally; using—using the product personally; asking—finding answers to questions; feeling—comprehensively understanding the product Advantages and disadvantages; speaking-understanding yourself and letting others understand are two concepts.
Furthermore, the bakery salesperson must understand the products and do:
1) Find out the selling points and unique selling points of bakery products. The selling point is the reason why customers buy your product: the unique selling point is the reason why customers want to buy your bakery products instead of competing products. When the salesperson faces the customer, he cannot tell the three reasons why the customer buys your product, so he cannot impress the customer.
2) Find out the advantages and disadvantages of bakery products and specify corresponding countermeasures. The salesperson should find out the advantages of bakery products and use them as a bullet; find out the shortcomings, then consider how to turn the shortcomings into advantages to give customers a reasonable explanation. The problem in practice is that the more salespersons know about the product, the more thoroughly they understand the shortcomings of the product, while the advantages of the product are ignored, and the salesperson's vision is blocked by the shortcomings.
3) Trust the product. On the basis of understanding the knowledge of bakery products, salespersons should further appreciate the advantages of their products and believe that their bakery products are a good product, a product that can bring benefits to customers, and a product that is worth buying. This kind of trust will give the salespersons confidence, thereby making the ability to persuade customers stronger. It can be said that the junior salesperson knows the basic knowledge of the product, the intermediate salesperson can further understand the selling points and advantages and disadvantages of the product, and formulate countermeasures, and the senior salesperson trusts the product based on understanding the product.
3. Understand the situation of competitive baking brands
Customers often compare the bakery products promoted by the salesperson with those of competing brands and ask some questions. The salesperson of a bakery shop should understand the following situations of competitors (similars, substitutes):
1) Variety. What is the main product of the competitor? How about bakery products that are displayed for promotion to attract customers? What is the main selling point? What are the quality, performance and characteristics? What is the price? What is the price difference with similar products in this bakery? Do you launch new products?
2) Display display. What are the products and display features displayed at the competitor's counter? How does POP advertising perform?
3) Promotion method. Including baking promotion content (which products are discounted? How much is the price reduction?) and promotion (is it good for discounted POP advertising?)
4) Sales skills of salespersons. Is the clothing and appearance of the competing salesperson good? Is the manner of receiving customers correct? Is the bakery product introduction convincing?
5) Customers. How many customers does the competing product have? What about the customer level?
The bakery salesperson should compare your products and the counters you are responsible for with competitors from different angles, and strive to do better than them. Who can do better, who can attract customers more and win customers.
4. Point of sale knowledge
An important job content of a bakery shop salesperson is to make the terminal vivid, create a store atmosphere through bakery product display, POP advertising, etc., to attract customers to buy. Therefore, it is necessary to master the basic knowledge of product display and store vividness.
1) Product display. Product display is one of the last opportunities to promote terminal sales. The survey shows that 87% of the customer's purchase decision depends on the visibility of the product. If the storefront can correctly use the product configuration and display technology, sales can increase by 10% on the original basis.
The gold standard for display is: (1) The best display location (easy to see, easy to find, and easy to get); (2) The display area is the largest; (3) The display height is at the level of sight, between the chest and the jaw; (4) More display locations and locations; (5) Complete variety and sufficient quantity; (6) Concentration of categories to drive joint purchases; (7) Placement in a prescribed order to give customers a visual impact; (8) Product front Externally, to deliver product and promotional information; (9) Clean, hygienic and complete, which is the basic requirement; (10) First in, first out, to keep products fresh.
2) POP advertising for bakery shop. POP can effectively stimulate customers' desire to buy. The survey shows that brand marks on the shelves can increase sales by 18%, and special or discount signs on the shelves can increase sales by 23%. There are many forms of POP, and different functions need to be paid attention to.
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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)