Lots of factors affect sales growth but the key point should be the quality and capability of sales staff. So it is critical to set up and train a good sales group for brand toy maker to achieve triumph in keen market competition.
Sales consultant
Those who are very familiar with the functions and features of the product and also very clear about what kind of interests the product will give consumers can be considered as consultant-type sales. Compared with the common sales, there is a big difference between them in aspect of sales performance. If they sell the same product in the same store, the sale amount of consultant-sales may be twice of that of the normal sales.
What the sales consultants show is the spirit of professionalism. No matter what questions the customers have concerning the products, consultant-sales can give them professional answer. At the same time, for what the customers do not know, through their professional introduction, the customers could acquire new knowledge of toys and they effectively guide customers to have new understanding on toys. For current market sales, our sales philosophy can not be just 'meet the needs of customers’; instead, we should also learn how to 'guide and educate the customer '. As a result, to do well in the toy selling market, enterprises must establish and train their own consultant sales force.
The three levels of toy sales consultants
To become a consultant based on toy product sales, we must let ourselves to learn and truly master 3 aspects of knowledge and skills.
1, Understand and master the usage of toy products
This is the basic requirements for a toy salesman. If the salesman himself doesn’t know how to play the toys that the customers like, the results of the sales would be very terrible. I encountered such a situation. Then the salesman told me like this: "There is brochure inside and you will manage it after reading it."
2, Be clear about the similar products
Although the homogenization competition of toy products is not very serious, the competition of toy products of the same type does exist. So the salesman should be very clear about the different characteristics between their own toys and other brands of toys. What is more, they should be able to tell the advantage of their own toys.
3, Tell the benefits that the toys can bring to kids
Customers buy what the benefits the toys bring to the kids rather than the toy itself. Generally speaking, that is: what are the toys’ benefits for kids. So the consultant-type sales must be able to introduce professionally to customers what the advantages of the toys are.
The first level that the toy salesman should reach is: detailed narration of the using method of the toys to the customers. Next, we must strive to the second level: telling customers the merits of the toys and the differences between them and similar toys. To become a consultant based on toy sales, one should reach the third level: professionally introducing customers the benefits of the toys.
The two traits of consultant-type sales
1, Personal characteristics of consultant-type sales
The so-called personal characteristic is the characteristics of the personal qualities and capacity of the consultant-sales.
Excellent salesmen must be full of confidence with the company, the products and themselves. Only the convincing diction and body language can make the customers have confidence in the product and thereby effectively to convince the customers to buy our toys. We always meet such kind of toys salesman: they are not actively and warm and talk in a very soft voice; they will never say a word if the customers don’t ask. The personality of such salesman must be changed or it would be very difficult to do a good job in toy selling.
Good personality is also reflected in the use of sales techniques. For example, according to the consumer's mentality of going with the stream, one should let our customers know that a lot of people buy this kind of toys to stimulate the desire of buying.
2, Program characteristics of consultant-type sales
The so-called program characteristics mean the features of the consultant sales’ proficiency and use of the company's products knowledge.
Excellent salesmen of are very familiar with the company's products, the play method of each toy and the advantages of it. When facing the customers’ all questions on toys, they will be able to professionally answer in details. To achieve these, the salesmen must seriously study the knowledge of the company's toy products and change all the content of the company’s "cultural manual of toy products into their own sale language. In this way they will certainly be able to do a good job in sales.
Create a consultant sales team
The top corporate decision-makers should be very clear about: the establishment of consultant-sales team is one of the most important factors to do a good job in marketing for the enterprise; building of consultant sales team is based on the concept of cultural marketing of toys. As a result, toy companies have to change the traditional sales models of toy product, actively introduce and train personnel of learning-type and build up a consultant-sales team with strong implementation ability.
The growth of enterprises can not be separated from sales. Strong consultant-based sales forces will certainly double the performance of the corporate.
Writer's Bio:
Yang Shangjin, MBA. With years of experience in toy marketing, he is a strong advocator and promoter for education with toy and game. He is currently the general manger of Dongguan-based Degree Toy Science and Technology Ltd.