Makeup terminal marketing: details determine success or failure

As a full-time color image designer for many years, I often travel between Guangzhou and Hong Kong and Macao to search for a variety of makeup and skin care products. The market in Hong Kong gives me the feeling that the products are rich, the varieties are subdivided, and the sales staff are highly professional. I may wish to share some of the insights and share with you to find out the difference between Hong Kong and the mainland's makeup marketing.

I. Talking about the Hong Kong makeup market

I used to know about the products at the ISPA counter in a shopping mall in Hong Kong. The sales lady at this counter talked to me about the effects of each product, and compared some similar products of the same class with concise words. At the same time, when introducing our own products, we did not blindly introduce the advantages of this product, and also explained some unfavorable reactions that may occur during the use of our own products. The professional attitude of the beauty sales consultant made me very surprised. Of course, under her introduction, I bought a lot of products I needed.

What I want to say is that Hong Kong's beauty sales consultants can not only introduce the functions and features of many products, but also teach consumers how to use the products correctly through on-the-spot demonstrations and explanations. They are not only about having strong professional knowledge, but also their attitude of seeking truth from facts, but also worthy of many professionals to learn.

For example, many consumers think that if you want to use facial products, you should use the same brand of products: eye cream, lotion, night cream, day cream, sunscreen, mask, spotting, whitening, foundation and other functions. Sex products. In fact, this is not the case. Every brand of products often has one or two products that are the brand's fist products. In the process of actual use, it can achieve better results with other brands' products. She told me that some brands have the strengths of cream or cream, and other brands of lotion to use, the effect is very good. Some brands' strengths are foundation, and they can be used with another brand of eye shadow to achieve the best results.

This is very rare. In the Mainland, sales consultants or beauty consultants with very colorful makeup tend to pursue sales and guide consumers to use different product categories of the same brand. In fact, this will lead to two extremes: First, consumers have doubts, because a product category is too expensive, and this customer may only need an eye cream or cream. If it is hard to recommend, it will cause customers to have psychological resentment in the process of sales, so they simply do not buy. Second, the beauty sales consultant saw that the customer did not have sufficient purchasing intentions, so he gradually developed a negative attitude and the words were no longer friendly. As a result, the relationship between the two sides is not good, and this business is difficult to achieve.

Second, let customers accept your recommendation with pleasure, rather than disgusting

Or from a personal experience: Once I learned about the non-marking eyebrow pencil in the BOBBI BROWN brand counter, a well-known international makeup brand in Hong Kong Harbour City. The salesperson is a male makeup sales consultant. At the beginning, I was a bit worried: Can a man sell eyebrow pencils and introduce products in detail? To my surprise, the man introduced the eyebrow pencil to be very professional, and talked about the functional nature of the various eyebrow pencils. Because the eyebrow pencil is trying to use the effect, and I have already made up the makeup, then the male makeup sales consultant thought about it and said, "This way, I draw an eyebrow on the back of your hand and see if you can be seen in a few minutes. I am smeared." I heard that this suggestion is good, I will follow his arrangement. The male makeup sales consultant spent two minutes painting a very beautiful eyebrow on the back of my hand. After painting, I said, "This way, you walk around this mall and go shopping. After 15 minutes, you can see if you can erase this eyebrow and decide not to come back here to buy it." Then he also Attitude and embarrassment sent me out, telling me several other make-up areas in the mall, guiding me to where I want to go. As a result, everyone can imagine that after I wandered for a while, I wiped the eyebrows on the back of my hand and felt that the coloration was firm. So, I went back to talk to him about the number and type of products I bought.

At the time, I felt that this salesperson was very professional, very comfortable and very enjoyable. He uses the psychological cues of "stocking" customers. And I believe that this release does not mean that it will not be received. He did not use a lot of sales language, but a sincere attitude. In fact, with such a good attitude, even if you don't want to buy this time and walk away, but when you need it next time, you will definitely come back here.

This is the feeling that Hong Kong's cosmetics sales staff give customers. They always think about the customers. In the whole process of recommending products, they make customers happy, and they will not make customers feel dissatisfied and disgusted. This is extremely important in the terminal marketing of cosmetics and skin care products.

When buying these high-end cosmetics in the Mainland, if the customer decides not to buy or not to buy at the moment, the sales lady often says to the customer: "Miss, don't buy it, or come back to buy it when you need it next time." It is very inappropriate to say this because there is a strong psychological suggestion in the discourse, which will cause great psychological pressure on the customer. Therefore, the client will feel very guilty this time and will not want to experience this feeling again, so the choice will never be Come back here.

Third, potential consumers, cultivate interest is more important than reaching a deal

Consumers of high-end makeup often have a process of growth. Therefore, it is very important to cultivate consumers' attention and interest in the brand.

Now there is such a potential consumer group, that is, low-income white-collar workers, after watching more media advertisements, they will have a mentality to understand these high-end skin care cosmetics, and would like to try to consume the effects of these products. When they go to the counter, they often use the test supplies first. When using these samples, because their clothes are not upscale, they are often treated with rudeness by sales people.

Let's talk about one's own personal experience: When I was just working, I rarely had a little income of my own, so I wanted to see some imported cosmetics that I had long been interested in. On the counter, I looked at a single product of more than 600 yuan, I feel so expensive, so I want to use the trial equipment first. At that time, I took the test kit with the lotion and poured it on my hand. Because of the initial use, I accidentally poured a little more, and I didn’t use the correct gesture to shoot the liquid on my hand. At that time, the beauty sales consultant immediately shouted loudly. Said: "Miss, you don't have to pour so much. Very few are enough. This is a very expensive skin care product." I felt a tight heart and immediately felt that my weak heart was stimulated and hurt until I later There is already a high income, enough to buy a whole set of products of this brand every month, but I have never gone shopping at this brand counter.

Just think about which consumer wants to invest a lot of money to use high-end cosmetics, do not need to seriously try? However, these customers who have just been looking forward to it have been treated like this when they try it out. As a result, customers will reject the brand.

For well-known brands, they should cultivate these potential customers, and they can no longer just be used to serving high-end and expensive customers. Or the top executives of these brands feel that they don't need to please these small customers too much. But they did not take into account that the huge market is slowly cultivated.

Fourth, professional quality is the key to customers accepting products

Now I am talking about the quality of the terminal sales staff. As we all know, a brand of terminal sales staff, or beauty shopping guide, are trained by the company. However, the intensity of the training is different and the effect is different. Even in the same brand, training in different regions will vary.

For example, the world-renowned cosmetics brand, its training director in the UK and the training director in China are different in the concept of personnel training. In the training abroad, pay attention to training sales staff to understand the function of the product, as well as their cultivation. For example, makeup, clothes, shoes and hats are classic and refreshing. But in the domestic sales staff, the difference in feeling to me is very far: although wearing the same set of clothes, but the makeup is similar. However, when they promote products, they will look at the customer's clothing to judge whether they have money, and will go to the customer to do product recommendation service. Instead of providing the service first, then ask the customer if they can accept the product. This is obvious after the tribute to the tribute. If the customer's dress or makeup is not ideal on that day, she would not dare to go to these counters. And when the customer has money, he or she will think: you don't care about me, I don't care about you! I am looking for a place with a good attitude to buy.

There is another problem. When the customer asks at the counter, they don't want to buy it, then leave. At this time, some sales people will show dissatisfaction, even behind the customer: "Hey, not to buy." If the customer hears, then it will definitely feel disgusting. Another bad performance is that when the customer leaves, the salesperson at the counter will exchange the turnover of today. If the customer hears it will also cause psychological obstacles, the customer will think: You have earned me so much money. .

Fifth, the company's policy determines the quality of sales staff

Many of the ladies who make cosmetic sales guides do not have too high a degree. Therefore, how to train well is the responsibility of the company. In particular, how much support companies can give to them is also a key factor.

For example, when a company is training, it will let the sales staff fully test their own products, and can understand the characteristics of the products, especially the advantages and disadvantages. This will make the sales staff more convincing in the recommendation process.

Perhaps due to investment problems, many companies will not integrate resources. For example, train some trainers who are skilled in selling and not skilled in cosmetic makeup, or train some people who are only skilled in cosmetic makeup and not familiar with sales. Not good, the difference between the training consultants and the sales market is very big.

In this case, as a makeup company, you need to do a few things:

1. Always refer to the international makeup trend and be able to communicate relevant information to sales people.
2. When training a sales consultant, you must ask the sales consultant to have a hard makeup technique, not only to make a professional makeup, but also to make makeup according to the customer's situation. At the same time, it will make professional judgments on the color of the customer's skin color, clothing and other colors. For example, if the skin color is yellow, it will not be bright red eye shadow color, etc. This is the necessary professional knowledge.
3. Sales consultants should not only be dignified, facial expressions show a stylish makeup, including company uniforms and changes in fashion makeup, in order to reflect the fashion of makeup. Of course, the company's instructors and training instructors also need to lead by example.
4. It is not necessary to force the sales staff to promote the full set of products, and try to base on the completion of the single product. And it may be appropriate to recommend other brands of products to match sales to achieve the best results. The guest feels good when using it, and also achieves the effect of brand image. Professional instrumental analysis can't represent different people's skin reactions, or they have a deeper understanding after trying, and they are more convincing when they are sold.
5. As with skin care products, make-up consultants must have a good manner of self-cultivation. When there are customers, they must maintain a cautious and professional attitude, except to change the tooling and leave the post after work. (Of course, we can consistently maintain a consistent professional image after the post-post post, this is also the culture of the company)

All in all, whether skin care products or make-up products pay great attention to one-on-one communication and sharing in the terminal sales process, we can reach a deal and establish a brand image here. Therefore, the makeup company should pay attention to cultivating the comprehensive quality of the sales staff's appearance, talk skills, makeup technology, service attitude, etc., can not be biased, only in this way can be the terminal marketing of the makeup market.