Want to increase sales will have to learn to speak face

Keywords: increase sales learn to speak face "face" is a typical social psychological phenomenon, "face" often dictate and control the behavior of Chinese society. As a retail enterprise, in order to improve their sales performance, it is necessary to give full consideration to the Chinese people's "face".

First, the "face" Overview

Chinese and foreign scholars have recognized the "face" is defined as: "the face is the communicative event participants grant each other mutual coordination of, the public image". People in society plays a dual role: is the individual's true identity, the second is the social role of the individual, the two identities in different occasions, demonstrate different characteristics. The social role of the individual, the individual is a large number of community members, in particular communication events play an interpersonal identity, that is what we call the "face". Individual always managed to keep its "face", Western scholars to Western culture's "face the face" is divided into "active" and "negative" face ". Active face means people thirst for love and respect of others; negative face refers to personal rights and space without disturb and violations of personal freedom. It can be seen, the West on the "face" of understanding reflects the characteristics of the Western culture of individualism, and equal relationships, people pay particular attention to personal privacy. But the Chinese people's understanding of the "face" is different from the West, Chinese idea of a "face-saving" represents a reputation, position, is through a successful and show off to get. China's "face" is an individual in the group relative to another location or status accepted, Chinese people's "face" is a Chinese-style. Chinese people through the following actions to get its "face": constantly ask people for their positive assessment, others welcome and respect, trust, and by others to succeed and get higher social status, etc.

United States sinologist Fairbank was of the view that the face is a social thing, the dignity of the individual from the appropriate behavior and society praise, lose face is unable to comply with the rules of conduct, that in the eyes of others at a disadvantage.

Le national security is of the view that the face is the Chinese concept of face both social and moral. Face first, the individual self with the performance of self-esteem, and then through the interaction of others are achieved, regardless of one's social status and prestige are high or low, even very low social status, people suffered psychological nor will it be weakened, this kind of psychological perhaps Chinese cultural tradition in the ethics of penetration mentalities, maintenance is now out of fathers and the pursuit of truth is a concrete expression of personality.

Chinese face concept is born with, is acquired by the socialization process gradually through social interaction. Lin Yutang put face, destiny, grace as rule China three goddesses, to face the Chinese experience of thought on the importance of fully affirmed, the goddess of permanent invariance beyond dogma of the Roman religion, its authority beyond America's Federal Constitution.

The "face" is the most basic of human interpersonal regulator, whether between persons of face to face or not enough, is often an important interpersonal compatibility. People in the communication process, very concerned about one another's behaviour, in order to maintain your own personal status, it is necessary to give a positive evaluation of its own, therefore, they always pay attention to their acts for the "face" and others on their own whether to "face", in order to obtain a "face", they will try to do the decent thing to work on more efforts and so on, to get the appreciation of others, or improving their social status. Personal once considered a "face", his previous behavior and the behavior of good experience will be further strengthened.

Second, the "face" on the revelation of retail marketing

Retail enterprises in the sales chain Terminal, dealing directly with the customer, the service quality and marketing performance. From the mentioned earlier, the Chinese people's "face" of domination and control over their own social behavior, the retail enterprise to improve service quality, we must learn to deal with customers, really run through customer-oriented thinking, to take full account of the customer "face", taking the peer's face, the use of the "face" of the positive effects to create value and wealth.

1. equal treatment of each customer, a "face-saving" equality before the

Regardless of a person standing and prestige, the amount of wealth, the thin skin of psychology is the same. Xun's "q", although he has no property and non-status, and often is not amused people make fun of the village, but once it was injury in his face, he will make every effort to restore and maintain. Therefore, when the marketing of retail enterprises, to equal treatment of each customer, does not judge, to take care of each customer or dealing with potential customers, in the "face" issue. At present, the retailer or the existence of some "snob", some employees encounter wearing clean, dressed for the customer to relative, warm welcome, wearing the "ugly", "shape" of the customer, or older customers, answering their questions is very impatient, and even annihilating wounding. There are a number of employees, with exclusion of ideas, experience the local people are very polite, treat outsiders without leaving half point either. In fact, the "snobs" is often the wrong idea, often those seemingly "rustic", "shape" of the customer may be the most likely to become your loyal customers, because these people may have the character of diligence and thrift, Choi not exposed, we often see some company's big boss these truly wealthy people and life is pretty simple. It can be said that to each customers remain face, is the wealth of retail enterprises.

2. improve the quality of staff, as customer Tim "face"

To give customers the "face", ask employees what rule-based, do decent appearance, so that the retail industry should establish good high quality staff team, ask employees to each customer to provide more than satisfied with the service, to the satisfaction of the

Achieve customer satisfaction is not enough, you should try to find ways to improve, with more than satisfied with better service.

In high-quality services, Wal-Mart's exemplary. · Sam Walton said: "we want to become the best friend, smile and welcome all who come to our customers, we can give help, and constantly improve the service, give them a better service, this service or even exceeded the expectations of the customer's original. "Wal-Mart provides that employees want to 3 m customers smile, to answer customers ' questions, never say" don't know ", even the most busy in principle, to lay down their work in the hands of customers, personally showed to what they are looking for commercial front, instead of referring to a direction. Wal-Mart have unwritten rule that only allows late reason is "customer service". Customers in the shopping process, get respect, enjoy a happy, have a "face", they have no reason not to become its loyal customers.

By contrast, some supermarkets is not satisfactory, when a customer walks into the supermarket shopping, some employees either as ice, on the customer's questions had no patience; either "pushy", when customers are browsing, simply ask the customer to buy something, or get information on what products, the customer's shopping desires rushing back, what is more, sales to the customer when the thief to preparedness, she always used eyes staring at you, or on the heels of you go, lest you stole their things, get customers shopping at interest. It is not difficult to imagine that the customer in such places to shop, to at least respect, or even produce a feeling of being humiliated, customers will find it didn't "face", they will hate this place. Employees should be specially every benefit that they want to know when to provide service to the customer, when not the bother customers, to the customer "face", but also to have a "face", the customer will be happy to become the "returning customer". Retail industry to pay special attention to employee training, pay attention to the construction of enterprise culture.

3. strengthening the humanized management, to the customer remain the "face"

With the continuous development of science and technology, retail management means more and more scientific. However, no matter what kind of high tech equipment, if you left the appropriate management personnel, left to its system dedicated employees, it is completely worthless. Therefore, the retail trade in the scientific management, must not dilute the humanized management, humanized management more will take care of the customer "face".

For example, a supermarket with electronic monitor and anti-theft alarm system is certainly understandable, however, some problems in the handling of supermarket approach did not dare to compliment. TV, newspapers and other media also often reported customer is illegal detention for several hours, the female customer searched by security several times, and even beaten. Even if the customer has the incorrect behavior, businesses should have a better solution to the problem, you should communicate with customers, use of force to resolve the problem is inferior. Supermarkets of radical behavior not only lost its "face", but also for many customers feel no "face", the ultimate loss may be a large number of customers.

Retail trade should be management of scientific and humanistic organically, customers are feeling rich, emotional disparate individuals, businesses and customers should build up a bridge, building of a harmonious atmosphere, more emotional investment, to the customer remain the "face", which makes the business more prosperous.

4. focus on brand building, and to sell the "face"

With the rapid development of the commodity economy, customers ' increasingly sophisticated consumer psychology, increasing brand awareness. Some international brands or domestic brand does allow consumers to experience the value of the brand. Customers through feelings brand premium services, has a number of brands, they buy name brand and proud to consumer brands to give yourself a "face-saving" earned. They eat is of wearing brand-name, is famous, with is famous, feel face the light, in the surrounding of the crowd that affordable, they are the "face". Therefore, the retail sector should focus on brand building. Retail brand building consists of two aspects: one is careful selection of suppliers of brand, for example, Wal-Mart and Sam's Club stores in General only 4000 items, each item brand general election only up to 4 items, most of which only 1-2 kind, these brands are widely recognized by consumers, for the first or second brand, this can be done by manufacturers of large-volume purchasing, significantly reducing procurement costs for customers while maintaining the genuine goods; on the other hand, is through innovation active in the development of their own brands, according to the customer needs to develop some distinctive, high-quality low-priced products, give full play to the brand, further establishing businesses and customers trust.