Sales techniques through the lens of customer psycho-types

Modern sales techniques were discussed at the seminar "Who Decides in a Children's Clothing Store" within the framework of the conference programme of CJF – Child and Junior  Fashion 2021. Autumn. Speakers of the seminar – Ekaterina Eliseeva, founder of Practical fashion solution and author of the "Salesperson's Handbook ", and Astanda Chegia, stylist and sales technique trainer, told about sales techniques through the prism of clients' psychological types.

The main trend in sales today is not to bombard customers with as much information as possible about what is available in the shop, but to focus on a personal approach to customers based on their needs and requirements. To do this, the authors of the seminar suggest first identifying those who make decisions when buying children's goods, and then identifying the psychological types of customer and offering the product based on the psychological type.

The speakers suggest gradation of children's goods according to age periods. For example, when buying goods for children from birth to 7 years old, parents make almost all the decisions, and their psychological type must be taken into account in sales. Between the ages of 7 and 15, the child usually has his or her own preferences, but the leading decision lies with the adult. Ages 15 to 18 are characterised by the fact that the main purchasing decision is made by the teenager themselves.

The authors of the workshop identify several psychological types. Boys are roughly divided into "naughty", "princes" and "boy scouts". Girls are divided into "cheeky girls", "princesses" and "sportswomen", while adults are divided into "classical", "dramatic", "natural" and "romantic".

For example, the psychological type of naughty boy is active, with a bright personality, likely to like something equally unusual, bright and dynamic. In addition, it should be taken into account that a child with the psychological type of "naughty" will try to dictate terms to his or her parents.

The seminar also included a presentation of the Salesperson's Handbook. This is a ready-made manual for salespeople in every fashion sector. The book gives the basic rules of the job, a system for identifying needs, and presents the main mistakes sellers make and how to correct them.