The times are changing, the sales form and service methods are also changing, but Zhang Binggui’s spirit of serving the people has been inherited and carried forward——
Young people in old shopping malls (Youth School, Youth Endeavor, New Era (17))
A bust of Wangfujing pedestrian street in Beijing stands a bust of a figure. This statue does not commemorate heroes and martyrs or cultural celebrities, but an ordinary salesperson, Zhang Binggui.
In 1955, the "New China First Store" Beijing Department Store opened in Wangfujing. It was from this year that Zhang Binggui began his 30-year station counter career. He grabbed sugar in his hand, turned and weighed it, and casually quoted a price that was accurate to a few cents... In order to shorten the waiting time of customers, he practiced the skill of weighing "one catch" and calculating "one bite". For more than 30 years, Zhang Binggui has never blushed and quarreled with customers once, warming customers like a "fire". His exquisite and enthusiastic service art attracted many people to come here, just for a glimpse of style.
A fire in my heart warmed the hearts of all people. Zhang Binggui served the people all his life at the three-foot counter, leaving a precious "fire" spirit. Today, Scale Star has been replaced by flashing and beating numbers on the electronic scale. Is the "fire" still burning like yesterday? We came to Wangfujing Street in Beijing to find the young inheritors of the spirit of "a fire"...
Love fire
Always pay attention to customers' needs and feelings
"From you, I saw Zhang Binggui's "a fire"." After working in Wangfujing Department Store for more than ten years, Zhou Wei did not expect that one day customers would connect her with idol Zhang Binggui, and let her I am touched that this sentence was expressed to her by a deaf customer in sign language.
I came to the Wangfujing Department Store under the age of 20. Zhou Wei worked as a receptionist at the main desk for more than ten years, and is now the deputy head of the reception desk of the customer service department. Because of the high-quality service, Zhou Wei has won many honors such as the Capital Labor Medal, the March 8th Red Flag Bearer, and the Youth Post Expert, and was awarded the title of "New Generation Eternal Successor" by the company.
Although the general service desk does not do specific sales, it has more than 30 service items: welcome, inquiries, gift packaging, radio tracing, foreign currency exchange, use of service facilities, invoicing...Each item directly affects Customer experience. "The general service desk is the window, customers encounter problems, the first one we are looking for is the high quality of service." Zhou Wei said that for this, Master Wang Tao gave her 10 words: initiative, enthusiasm, sincere, Be patient and considerate.
One stop is one day, facing a lot of trivial needs every day, it is difficult not to be irritable, Zhou Wei was not comfortable at first, but she told herself that the service should be sincere and have a warm heart, "Let customers feel warm service ".
Every holiday or marketing event, there are especially many customers, and the gift desk at the front desk is the busiest. There are especially many people who come to Zhou Wei packaging-Zhou Wei has a special job. When packing gifts, Zhou Wei will chat while wrapping: "Who is the gift for?" "Which way to send it?" "What kind of style do you like?" She also counted. How to play with ribbons, how to match colors... The gifts are well packed, and customers often exclaim: "Wow, it's a work of art!"
"My understanding of the spirit of "a group of fires" is to serve customers and warm them with love, so that they feel warm in their hearts." Zhou Wei said that to shine like a fire, you must always pay attention to customer needs And feelings.
Once, a group of deaf-mute customers came to the front desk and asked anxiously in sign language. Zhou Wei couldn't understand it, only anxious. Looking at their disappointed backs, Zhou Wei felt a little uncomfortable. After work that day, she went to the bookstore to buy a copy of "Chinese Sign Language", and found out what these people mean by "how to get to the Great Wall."
"Customers have needs but can't help. That kind of feeling is too bad." Zhou Wei said that for this, she went to Beijing Disability Activity Center to learn sign language and mastered simple sign language communication.
Later, once, an aunt came to the front desk in a wheelchair alone, wandering for a long time, and she looked like she kept talking. After seeing it, Zhou Wei tried to sign with a sign, "Do you need help?" The other party's eyes lit up, and quickly responded to her with sign language. This was really a deaf customer.
Next, Zhou Wei served the customer all the way and kept sending her to the nearby bus. At the time of separation, the aunt repeatedly praised her in sign language, saying that she saw Zhang Binggui's spirit of "a fire".
"At that moment, I think all the work is worth it." Zhou Wei said, being able to travel through time and space and connect with the name of her idol is a great encouragement for her: "The times are changing, the spirit is eternal, and the new era The young people have a responsibility to let this'fire' continue to glow and heat." Zhou Wei said.
Fire of ingenuity
Glow and heat so you can master your skills
Zhou Wei feels that there is a "living Zhang Binggui" beside him, that is her master, Wang Tao, a national labor model and a ceramic counter salesman in Wangfujing Department Store.
Wang Tao is an authentic Beijinger. When he was young, he knew that there was Zhang Binggui at Wangfujing Department Store. He also saw his style at Zhang Binggui’s counter.
In 1987, Wang Tao in his early twenties came to work in the Wangfujing Department Store. "At that time, the spirit of "a fire" swept the country, and I was also very excited. I vowed to be an expert like Zhang Binggui." Wang Tao said.
How easy it is to be a professional at home! At the beginning, Wang Tao, who didn't know where to put his hands and feet at the counter, began his "trial" journey. Wang Tao station is a porcelain counter, starting with packaging, packaging speed directly affects the length of the customer queue. Master packaging can pull the rope with one hand, and Wang Tao has to use scissors every time, his hands and feet are not sloppy, and it is inevitable that customers will complain. Wang Tao was very anxious. When he was free, he observed how other masters did it. If he didn’t understand, he asked. When he got home, he caught round and square things and practiced bundling. He slowly mastered the packaging technology.
One customer at a time asked Wang Tao: "Is there any Jun porcelain?" He asked him. Wang Tao is aware of his lack of knowledge, what should he do? Learn chanting! He ran to the bookstore, bought all the books on ceramics from production design, production skills to appreciating collections, and closed the room to start research. While reading a book, while looking at the real thing, the Palace Museum, Jingdezhen Ceramic City, Panjiayuan Market, Ceramic Exhibition... As long as there is a place where ceramics are exhibited, he will go to observe, even to the ceramic factory in Hebei, and learn from the workers Pottery technology.
Wang Tao slowly summed up the "look, listen, measure" sensory test methods for identifying ceramics, as well as the types of ceramic purchases such as tribute, communication, and appreciation. With superb skills and enthusiastic explanations, Wang Tao soon became the "ceramic pass" of customers. Really answer the old saying, don't do diamond work, don't do porcelain work. Gradually, old customers came to buy ceramics, and they all named Wang Tao for service.
What situations must be greeted, how can the products be displayed to facilitate customers, how can shopping guides adjust their mentality to the habits of customers... From merchandise display to service skills, Wang Tao imparts his experience to colleagues without reservation, "Let the department store More'Wang Tao' appeared in the mall.
After working for more than 30 years, Wang Tao felt the most deeply in one word: change. The retail format is changing. Supermarkets, specialty stores, large shopping malls, and live webcasts have brought goods. Wave after wave of new retail booms has hit the traditional sales model. Today's Wangfujing Department Store, in addition to tobacco and alcohol counters, other commodity counters have All leased to merchants. As the times change, customer needs also change. In the face of stress and anxiety, it is not easy to maintain concentration.
"No matter how the sales pattern changes, the original heart can't be changed." Wang Tao said, the reason Zhang Binggui warmed the hearts of all people was because of a fiery heart in his chest.
Heritage Fire
The sales pattern is changing
Half-height glass counters, pallets, platform scales... Nowadays, these sales tools that accompany Zhang Binggui for most of his life have gradually faded out of sight, replaced by open shelves counters, automated accounting systems, e-commerce platforms, etc. Not long ago, the post-90s man Fan Wenyu also brought the mobile phone live broadcast room to the Dongan market of the "100-year-old shop" of Wangfujing Group.
Affected by the new coronary pneumonia epidemic, the passenger flow in the Dongan market plummeted, and even with discounted sales, the turnover was not optimistic. As the director of Dongan Marketing Department, Fan Wenyu was worried.
"We also open a mobile phone live room, take everyone to cloud shopping, cloud shopping." Fan Wenyu thought about it, and put forward the idea of live streaming with the store manager. At 4 pm on March 19, the 117-year-old Dongan Market hosted the first live broadcast with Fan Wenyu as the anchor. More than 6,000 viewers flooded into the live broadcast room within an hour. Snapped up.
The success of the first show, Fan Wenyu is full of confidence, as if to see the spring of traditional time-honored brands. However, after the third live broadcast, it reached a deadlock. The audience stays shorter and shorter in the live broadcast room, and has less interaction with the anchor. Most people just don’t want to buy, and sales do not increase but decline. How to do? Fan Wenyu decided to recharge himself, listen to online courses to learn how to do live broadcasting, and watch the program of the head anchor to summarize the experience of bringing goods.
"The price, function, and quality of the products are the most concerns of the audience in the live broadcast room. The offline sales counter allows the salesperson to chat with the customer for a while, and then slowly introduce the product. Online live broadcast requires fast speech and fast pace. Greetings, the anchor should explain the products quickly and clearly." Fan Wenyu said. In the nearly 50,000-character "Art of Zhang Binggui's Counter Service", Zhang Binggui also concluded that an excellent counter salesperson should understand customer needs and recommend products that satisfy customers. Several decades have passed and the sales model has changed dramatically. The service method has changed, but the working method of thinking from the customer's point of view has not changed. The professional and warm service spirit is being inherited and carried forward by young people.
On April 30, the live broadcast room of Dongan Market became active again. "Is the pants easy to pleated? What is the head circumference of the hat? Can the black short sleeves look at the effect of the upper body?" Fan Wenyu greeted everyone enthusiastically while answering the audience's questions quickly, "Don't forget to praise new friends , Pay attention, and enjoy the spike price in the live broadcast." After introducing the goods, Fan Wenyu suddenly increased the volume and shouted at the camera: "3! 2! 1! Link!" On April 30th and May 1st, the live broadcast of Dongan Market contributed 750,000 yuan in sales, which was much larger than the physical store sales of 430,000 yuan in these two days.
Live broadcasting is an individual effort. After get off work every Tuesday and Friday, Fan Wenyu waved goodbye with his colleagues and turned to the live broadcast room on the ground floor of Dongan Market. In the next 4 hours, Fan Wenyu spoke like fried beans, loud and simple, and turned his head when he was thirsty, sipping water outside the screen, "Dare not drink too much, because I can't leave the toilet." Describe Zhang Binggui as soon as he entered the counter, just like the soldiers entering the position, even the most ordinary work, also invested the most work enthusiasm and the most serious work attitude. In the live broadcast room, people can feel the inheritance of Zhang Binggui's spirit from Fan Wenyu.
"Sales is an ordinary occupation, but it is close to the lives of the people, and it is to serve the people when it is done. The spirit of "a group of fire" is the benchmark that Zhang Binggui left to us in this industry. "" Fan Wenyu said.
Li Changyu Yi Shuran