In the optical retail key issues in the

Glasses in daily sales, we often find that different business people selling the same kind of goods, due to different methods, often the result different. Careful analysis revealed that successful is often able to express the unique selling points of the commodity business personnel. In general,[link widoczny dla zalogowanych], each product into the store, the manufacturers have done for the sales staff training, product features, however, such training sometimes tend to help a disservice. Every manufacturer would like to talk about things for their own products, so exhaustive that a lot of features, but confused the salesperson did not know what the consumers want to express some of the key, said one can only think of one, the effect can only be fate the. Good salesperson will be based on product characteristics and to extract the number of the key selling point to stimulate customer interest and goodwill of the goods to the formation of purchase. A vital part of sales is key to sales of merchandise extracted elements to form demands that the product's unique selling proposition; the same time to let go of thinking, can not be fixed on a particular aspect of letting go, when the product itself is no unique selling point can be refined when the law may wish to use a breakthrough, from the marketing of goods at all levels to consider selling point. One key sales elements to determine the flow of goods customers to buy glasses, will have their own reasons, such as: purchase of sunglasses to block ultraviolet and personalization; buy film because of the universe It's lightweight and rugged; purchase order to facilitate the gradual and beautiful piece and so on. In daily sales, the sales staff through the following process summarizes the elements of a key sales of goods, organized into a common language when to sell, and repeated practice,[link widoczny dla zalogowanych], continues to advance. 1. Choose from multiple feature elements have the effect of the project enhance the theme, the highlight of the selling points of no more than three provide a positive or negative display adverse implied the facts surrounding the selling point to a clear case described : selling point of the universe in three films: light, impact resistance, UV protection. 2. Consider the specific details of methods selling goods in the expression, from the status quo of consumers depending on the consumer psychology, choose a different description of methods Case: customers had to wear glass lenses, glasses should be from the heavy imprint of talk about whether it will cause nose. 3. Use of demonstration props to experience significant sales create sensory stimulation active participation of consumers and customers is very important buy, wear, and aftertaste used the same technology experience will be embedded in products and brands into Case: Miles Road, progressive pieces: the use of progressive film frame so that the customer experience trying on progressive film benefits. 4. Try to complete the referral process in the pilot test between salesperson 5. Flexibility with ease, so that practice makes perfect Second, to find the product key sales elements of the key commodities through sales element is passed to the customer's most important product information. In the marketing of any product should have its own unique selling point, it is transmitted to the customer a product idea,[link widoczny dla zalogowanych], a warning, a promise to tell customers what to buy goods will be of interest, and this is that the customer recognized. Product itself may have many selling points,[link widoczny dla zalogowanych], but in certain stages of refining and delivery of our unique selling point is only 2-3, because the benefits are too many, but customers do not believe; And, you talk too much, customers may be even a did not remember, but there are hard to sell the horse. In daily sales, sales staff to learn more about the premise of goods, according to the different type of goods, to extract the product from the perspective unique selling point: 1. Excellent quality sales personnel to fully understand the importance of product quality for customers, in fact, has a steelyard the minds of customers, as long as the goods with excellent quality, can be appreciated. Excellence in product quality is the most convincing selling point. Example: lens coating, the wear resistance of diamond crystal is a very good film, after many years, enduring, this superior quality, is this product unique selling point. 2. A significant effect of each commodity has a different effect, especially for optical products, the effect is an obvious selling point,[link widoczny dla zalogowanych], if the product has a stable quality, and have a significant effect, it is easy to get customer recognition. Example: Essilor color film, the ultraviolet irradiation, it shows the effectiveness of its deep and fast, winning the praise of nature. 3. Famous brand famous brand goods must be of excellent quality, it can bring more value to customers, and make it produce a sense of satisfaction or psychological sense of honor. Cause consumers to purchase brand-name is the decision-making power. From the enterprise perspective, the brand can best embody the essence of corporate culture, and from the customer perspective, the brand is an important source of customer buying confidence is an important factor to influence the decisions. Example: Miles Road, is an internationally renowned brand of progressive film, it is synonymous with high-quality progressive film, it is because the quality and effectiveness of significant and by the old as the crowd favorite. Therefore, among the goods, if you sold the goods to the brand image and market share in a good position, then sell to their customers, it should be branded as a major selling point. 4. Excellent value for money price, by definition refers to the cost performance. Customers want to spend less money to buy more and better goods. Cost-effective natural products favored by the customer,[link widoczny dla zalogowanych], so excellent value for money is a good selling point for goods. Example: a good student PC lens, the refractive index of a high discount (actually 1.591), very light weight, impact resistance resin lens is 10 times more than the same time completely cut off ultraviolet rays, is a more perfect high students in products, while common in the market price discount only about the price of resin lens, is a typical cost-effective products. 5. Commodity goods of special interest is the product of special interests to meet the special requirements of customers own product characteristics. Goods moved by special interests is an important selling point for customers. Example: a good student as part of the progressive film is dedicated to meet certain conditions, as the light slow down myopia in primary school students designed a special glasses, this is the product of special interests, for customers is very important selling point . 6. Improve the service concept as people increasingly rational consumption, consumers have the glasses as a consumer service an integral part of the process. The perfect after-sales service will directly affect the level of consumer buying behavior, the importance of self-evident. Example: progressive multifocal glasses fitted, after-sales service is a more complex form of marketing on the glasses, there is a demand, but many consumers lack of confidence, worry about fitting into the issue after the service, according as Road is promoting Essilor shop fitting plans give customers more confidence and to bring convenience, has become a major selling point of the product. Value of the goods produced a comprehensive approach is the customer buying motives of action. Undeniably, the customer's buying motives are different, the real factors that affect customer buying decisions is the product can bring the interests of customers. And accurately convey the product key sales elements to become the marketing staff and customers to establish a link between transactions, but also as an optical retail company for each competition in the customer's core competitiveness.

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