The furniture industry market is increasingly depressed. New forms of training in the new situation

The downturn in the store's store rate is a prominent feature of the current furniture industry in the cold. The achievement of home sales is based on the good-looking, easy-to-use and durable products, but the wind of imitation of the shape of the product and the follow-up of the material have been sweeping the furniture industry. The homogenization of products is serious, and the rate of customers entering the store is low. Under the influence of multiple factors, the sales, skills, and tools used by store sales staff have created higher requirements, which has also resulted in training systems for corporate headquarters. Higher requirements - practical and targeted. Looking at it, there are very few companies in the furniture industry that have established a comprehensive sales training system.

However, the quality of the core instructor team in the training system is mixed. At present, the internal sales trainers of furniture companies (or market supervisors with training functions) have two sources: First, they are selected from the excellent shopping guides and store managers of the stores. In fact, they have rich experience in practice, but they will not do course development, skill integration, and words. Refining, in short, is because its cultural qualities make it impossible to replicate its own successful experience. Second, it is selected from the outstanding college students who have just graduated. The cultural quality is high, and there are theoretical systems and logical thinking skills, but they lack practical experience.

In the case of internal and external problems, the form of training for furniture is also urgently needed to change - actual combat and targeting, copying and landing. The author has been researching in stores for a long time and found that in 100 stores, 10% of the shopping guides can be said to have a good transaction rate and high customer price. However, 90% of the shopping guides are nonsense, the transaction rate is low, and the customer price is low. The same product, price, location, and different shopping guides have produced different performances, which shows that the shopping guide ability restricts the transaction rate.

The best way to solve practical and targeted problems is to refine and summarize the transaction method of 10% excellent shopping guides, and form a reproducible training course, so that 90% of the shopping guides can be mastered.

It is best to summarize the transaction method of this 10% excellent shopping guide through the form of unannounced visits, discussion, observation, PK, etc. At the same time, it is supplemented by in-depth interviews with R&D, production, quality control, marketing, brand and other departments at the headquarters to form a huge training material library, and then refine and process these materials through the experience of professional teachers to form targeted copyable training courses. system.

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