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珠宝销售技巧：实际上我真正想说的是，现在客流少，并不是能通过引流解决的，根本的问题在于……
粉丝提问：
罗老师你好！我们是一家在长春15年的钻石销售实体店，由于疫情和气候的影响，马上进入淡季，现在商城客流很少，线上对于钻石这类重决策商品，顾客很难成交，对于引流这块，罗老师有没有好的办法？求帮助，谢谢！
罗老师点评：
一个做了15年的老店，如果还在依赖商场的客流做业绩，只能说明老顾客版块的业绩做得不好，包括老顾客回头的再次消费和转介绍。
商场客流少，已经是珠宝行业的常态，就算没有疫情的影响，基于珠宝零售门店的几轮扩张之后，有效客流被分散，除了那些门店大、老顾客多、品牌认知度高的珠宝店业绩相对稳定之外，其它店都存在客流少的问题。
更别说是钻石销售的门店，相比传统的综合品牌来说，客流又会进一步减少。
目前这种状况，没什么特别有效的引流方式，无非还是那几种：
1、异业引流
针对精准的结婚群体，通过免费礼品引流到店再转化，钻石品牌通常是以免费定制戒指的方式。但是以我所知，异业的成交率只在3%-5%左右，因为成交率太低，基本被认定为无效的引流渠道。
实际上，我们那时候的成交率可以做到15%-25%，主要是销售心态和接待方式的问题。
2、礼品引流
通过派送免费礼品，包括线上转发推广和线下引流进店领取，这种方式会让门店的人气高一些，但是也只是一时的。为什么？因为会进店的顾客，也只是单纯为了礼品而已，不会有什么消费，就算有，也只是小件商品而已，做不出多少业绩。
话又说回来，为什么有的珠宝店做免费领礼品的活动能带动业绩？
一是，通过卖礼品券和会员卡，9块9、19块9那种，提前回收一部分资金和锁定顾客。前提是，你的推广量和顾客群体要足够大，并且你的礼品让顾客觉得超值，他们才会买。
二是，领礼品的顾客带动现场销售氛围，刚好那些有购买需求的顾客看到，顺便进店了解，销售通过接待能力转化成交。前提是，当地顾客对你们品牌认可，并且销售的成交能力比较强，不然的话，有意向的顾客照样会流失。
3、常规活动引流
这种应该也是你们店目前在做的，满减、特价产品、进店礼、抽奖、买一送一之类的活动，但是效果不好，因为精准的意向客流很少，而且还要是钻石类、认可你们品牌的顾客，更少。
其它的引流方式就不说了，核心原理差不多。这三种引流方式说了，感觉好像没说什么，因为都没什么效果。
实际上我真正想说的是，现在客流少，并不是能通过引流解决的，根本的问题在于：
1、老顾客没有维护好，多年来成交的客资浪费；
2、潜在顾客跟不回来，第一次接待有问题；
3、没有持续培养和积累意向顾客，只在乎当场成交。
如果老顾客做得好，他们认可你们店，有需要自然会回店消费，还会主动带新顾客过来。这部分业绩占比有多少呢？应该去统计一下。
如果潜在跟进做得好，成交率提高，老顾客持续积累增加，带动自己店内部客流，而不是单纯靠活动做外部引流。
如果有持续积累意向顾客，发展成潜在顾客，并且成交变成老顾客，这才是每个珠宝店的根本客流。
目前建议做的3件事：
1、统计每个销售手上有多少潜在顾客，分析顾客需求，解决顾客疑虑，尝试跟进成交。这是现在最直接的业绩产出。
2、回访老顾客，当作常规的维护，加深老顾客印象，顺便再挖掘看有没有其它潜在需求。这是回访的顺带产出业绩。
3、现在进店客流虽然少，但是应该要有培养意向的意识，别想着当场直接成交，没成交的就觉得是无效客流，这种思想要转变。培养意向顾客的重点在于，第一次接待对顾客需求情况的了解，便于后续有效跟进。
借用8个字，春耕、夏耘、秋收、冬藏。
珠宝门店销售，也是一样的原理，没有前期的原始积累，哪来的业绩爆发。就算爆发，那也只是昙花一现而已。
我是罗宾，专注于珠宝销售技巧和话术培训。本人【卖钻石的罗宾】原创作品，未经授权，禁止转载。我已加入“维权骑士”（rightknights.com）版权保护计划。
如果你有珠宝销售技巧和话术相关问题，欢迎关注。
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