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Jingdong book

服装销售细节全书

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Jingdong book

服装销售细节全书

Name: 服装销售细节全书
Brand: Jingdong book
SKU: 3110041281
Price: 26.00 USD
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本书不仅适合传统服装店铺的一线销售员，也适合服装电商平台的一线销售员。
88个实战技巧，现学现用；88个经典案例，一看就懂。
一本书道破服装销售的本质，直击服装销售的核心。
全新的服装销售理念，通俗易懂的经典案例，立竿见影的销售技巧。助你在残酷的行业竞争中脱颖而出。

Content Description

随着服装电商销售平台的崛起，与传统服装店铺形成了势均力敌之势，致使服装行业竞争异常激烈；随着生活水平的日益提升，服装除了给人遮身蔽体、御寒外，其更重要的功能是展示顾客的体态与仪容的美感，彰显顾客的个性、职业、社会地位和生活品位，致使顾客对服装选择的要求越来越高。行业竞争的激烈，顾客的挑剔，服装销售人员不仅要掌握专业的服装搭配知识，而且要掌握销售的理论和方法。本书全面、系统地讲述了服装搭配、销售等环节的所有细节。内容包括：服装销售行业基础知识、销售人员素质修炼、店铺的选址命名及布置设计、服装陈列技巧、销售人员日常的标准应对语言、服务原则与规范化、客户购物心理分析、接近不同客户的技巧、如何处理客户异议、促成交易的语言技巧，以及促销策略、销售管理等。服装店老板掌握了，店铺可以多开两三家；店长掌握了，业绩多出三五倍；一线销售员掌握了，衣服每天多卖三五单。

Author Description

林立文，原名林学武，湖北孝感人。2000年毕业于孝感师范学院中文专业。2002年珠海出版社读者服务部编辑，2006年在京华出版社第六编辑室担任编辑室主任，现职业图书策划、出版。《唐朝的那些战争》《宋朝的那些战争》《明朝的那些战争》《名将与名战》等。

Catalogue

第一章入行基础知识

细节1 服装的属性信息
细节2 服装面料的种类及特点
细节3 服装面料的鉴别方法
细节4 了解服装的洗涤方式
细节5 不同服装的保养方法
细节6 服装搭配技巧

第二章销售人员的素质与形象塑造

细节1 服装销售人员必备的能力
细节2 出类拔萃的自我包装
细节3 恰到好处的言谈举止
细节4 微笑是促进成交的利器
细节5 首先学会推销自己
细节6 培养良好的服务意识和职业习惯

第三章店铺的开设与形象打造

细节1 开设服装店铺的知识准备
细节2 服装店铺的选址方法
细节3 服装店铺的取名技巧
细节4 黄金店面的打造
细节5 服装陈列——打造消费新动力
细节6 卖点广告运用及制作关键
细节7 店铺“软环境”的营造

第四章服装销售标准流程与服务

细节1 销售流程及服务标准
细节2 接近客户的技巧
细节3 锁定目标客户
细节4 挖掘客户的潜在需求
细节5 巧妙满足客户的需求
细节6 对不同的客户用不同的服务方式
细节7 争取客户的信任
细节8 服装销售的推荐技巧
细节9 化解客户对质量问题的担忧
细节10 用赞美开始销售
细节11 试穿的服务技巧

第五章服装销售高级技巧

细节1 服装价格的制定方式
细节2 定价策略的运用
细节3 了解客户的心理价位
细节4 客户讨价还价的应对策略
细节5 价格，别轻易作出让步
细节6 客户要求折扣的应对策略
细节7 处理客户异议的原则、时机和方法
细节8 有效诱导客户成交
细节9 促成迅速成交的特殊技巧
细节10 巧妙应对举棋不定的客户

第六章服装促销策略

细节1 提炼服装卖点
细节2 促销前的市场调研
细节3 促销计划的制定与实施
细节4 广告促销
细节5 会员促销
细节6 淡季促销
细节7 出奇制胜巧促销
细节8 制造流行，拓宽促销思路

第七章服装销售管理

细节1 店铺货品管理
细节2 店铺人员管理
细节3 激励员工的具体措施
细节4 店铺财务管理
细节5 走出进货的迷宫
细节6 妙计消化库存

第八章售后服务与客户管理

细节1 建立良好的客户关系
细节2 及时处理客户投诉
细节3 正确对待客户的退货要求
细节4 化解客户的不满情绪
细节5 认真对待客户流失问题
细节6 抓住核心客户

Book Abstract

在服装销售过程中，能否顺利成交，首先考验的是销售人员推荐购买的技巧。所谓推荐，实际上是对产品的说明与宣传。
1推荐的目的
向客户推荐服装有两个目的：一是帮助举棋不定的客户做出购买的决定；二是借用推荐来提高店铺的知名度，从而提高每位客户的购买金额。尤其是近年来由于竞争过于激烈而无法期望增加客户数量，所以利用推荐销售技术来提高每位客户的购买金额显得十分重要。
客户在挑选服装时会花费许多时间，这也正是购物的乐趣。当客户难以取舍而犹豫不定的时候，正是销售人员发挥推荐销售技术、促成客户决定购买的机会。在这种情况下，时机和措辞的选择相当重要，其目的是为了让客户下定购买决心。

【实用案例】

当客户走进店内浏览时，销售人员细心地对客户察言观色，选择适当时机为客户继续进行简单介绍：“您好，您看的这款可以四件叠穿，或者两件简单搭配后配腰链或项链，效果也很好。这个款式的搭配利用率很高，我们这里还有这个款式的配搭款，您可以看看搭配在一起的风格您是不是喜欢。”销售人员一边介绍，一边把旁边的配搭款拿了过来。
服装展示的目的是让客户了解服装，激发客户对服装的兴趣，使客户产生购买的冲动。

2 推荐的基本原则
（1）推荐时要自信。向客户推荐服装时，销售人员本身有信心，才能使客户对服装产生信任感。
（2）做适合客户的推荐。向客户展示服装和进行说明时，应根据客户的实际条件，推荐适合的服装。推荐要以客户的需求为前提，而不是以卖出服装为前提。
（3）配合手势向客户推荐。
（4）实事求是，详细讲解，熟悉服装的优点与作用（展现诚恳的人格魅力）。
（5）服务耐心、亲切、平和，讲究技巧。

3 产品展示说明技巧
（1）确定服务目标，突出服装的卖点。
（2）配合商品的特征。每类服装都有其不同的特征，如功能、设计、品质等方面的特征。向客户推荐服装时，要着重强调服装的不同特征，比较各类服装的不同，准确地说出各类服装的优点。

【实用案例】
客户：“我看看那款衣服，怎么看起来那么简单?”
销售人员：“您真有眼光，这款衣服是我们店的主打产品，它看着简单，但是也因简单而出众。最简单的也是最美的，您说呢?”
客户：“有点道理，你把衣服拿下来看看，我喜欢它的颜色。”
销售人员：“好的，您可以试试，这边是试衣间，请跟我来。”
客户（试完衣服）：“这衣服感觉布料不是很好。”
销售人员：“现在大部分衣服都是纯棉的，我们的衣服在款式设计和面料选择上都是经过深思熟虑的。这件衣服的面料含有棉的成分，但主要还是××料子起关键作用。这主要是为了洗涤方便，而且不管您怎么折叠它都不会走形，穿起来效果更好。”
客户：“是吗，我平时最头疼的就是衣服洗完后皱巴巴的。”
销售人员：“我们的衣服绝对不会出现这种问题。请您放心，我们的质量是有保证的。如果您洗涤后发现跟我说的有出入，随时可以来退换。”

Introduction

衣、食、住、行是人类生活的四大元素。人们把“衣”放在前位，可见衣服对于我们生活的重要性。在人口众多的中国，随着人们生活水平的不断提高，服装消费市场容量巨大，服装店铺如雨后春笋般迅速发展。服装不但是人们遮身蔽体、保健御寒所必需，而且还有着装饰、美化、标志等功能，通过服装的布料、造型设计、色彩、款式搭配等变化，充分展示出人的体态和仪容的美感，表现人的个性、职业、社会地位和生活品位，并在一定程度上反映着民族的服装文化及时代风尚。
在服装市场国际化的环境中，竞争的胜负不仅取决于企业的发展战略，也往往取决于销售人员的素质和销售终端的经营水平。服装行业越来越需要既具有服装专业知识，又掌握市场营销理论和方法的综合型人才。但现在很多人做服装销售仍然是凭着感觉走，以不怕交“学费”的心态，“摸着石头过河”，尤其是在服装销售终端，销售人员缺少必需的基础知识和能力，无法在具体销售工作中找出制胜的关键因素，取得良好的业绩。
本书正是专门针对终端服装销售人员，包括店铺导购员、店长和服装店铺经营者、服装销售基层管理人员而编写的实用销售技巧类图书。书中全方位阐释服装行业终端店铺的销售细节、方法技巧及法则，内容包括：服装销售行业基础知识、销售人员素质修炼、店铺的选址命名及布置设计、服装陈列技巧、销售人员日常的标准应对语言、服务原则与规范化、客户购物心理分析、接近不同客户的技巧、如何处理客户异议、促成交易的语言技巧，以及促销策略、销售管理等。
书中摒弃枯燥晦涩的营销理论，重点解决销售过程中的实际问题，强调如何做、怎么做，语言简明，内容实用，耐看易懂，可以即学即用。相信本书能够帮助您迅速提升销售业绩，实现您做好服装销售的梦想。

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Jingdong book

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