Be the best store manager

Chapter 13 Enabling Technology for Formulating and Distributing Business Plans

Chapter 3 Store Operation Technology

turnover plan

When operating a store, the store manager must first analyze the store's balanced turnover. Only by knowing the store's balanced turnover can he calculate the store's future business decisions and directions, and formulate a turnover plan.

The fixed expenses in the store include staff wages, personnel expenses, water and electricity expenses, office supplies expenses, decoration depreciation expenses, etc.If the actual total sales are lower than the break-even point, the store will lose money; if it exceeds the break-even point, the store will make a profit.In daily operations, the store manager should break through the profit and loss point as much as possible. This is the key point to ensure the profitability of the store, also known as "profit security":
Sales amount at the break-even point = fixed cost / (1 - original sales price / total sales)
Safety of breakeven = sales amount at breakeven point / actual sales amount × 100%

If we separate the variable expenses and fixed expenses in the course of business, and then review and analyze them, we can predict the gross profit and total sales that we can grasp, and can definitely increase profits.In the sales process, the variable cost can also be regarded as the cost of sales, and it can be calculated:

(1-original selling price/total sales)×100%=gross profit margin

It can be seen that the necessary total sales can be calculated by dividing the gross profit rate by the total amount of the necessary profit and total expenses.

For example, if there are 10 salespersons in a store, the average profit target of each person is 70 yuan, the average total expenditure of each clerk is 850 million yuan, and the gross profit rate is 23%, then:
The average required sales per clerk = (necessary profit + total expenses) gross profit margin × 100%
= (70+850 23) = 4000 million yuan
Store sales = 4000 million yuan x 10 people = 4 million

In other words, under the conditions of these forecasts, the calculated total necessary sales are 4 million.

Set the profit and loss balance point of turnover at 75%. If it exceeds this point, it means that there is a surplus.For example, a store has an annual turnover of 2200 million yuan, a gross profit margin of 30%, a store of 400 square meters, and a total management fee of 467 million yuan.Then 467 million yuan ÷ 0.3 = 1556 million yuan, and 1556 million yuan is the turnover at the break-even point.If the turnover reaches 1556 million yuan, the income and expenditure are just in balance, and there is no profit or loss; and the remaining part of the total turnover of 2200 million yuan minus 1556 million yuan is the part that exceeds the break-even point, that is, the surplus.

The above method for forecasting annual turnover can also be used for monthly turnover budget.Put the break-even point of the store at the 80% point, 30 days a month, and the date of the break-even point can be obtained.For example, 30 days × 0.8 = 24 days, then the turnover after the 25th day is the gross profit of the store.In other words, when the break-even point is set at 80%, the turnover of the first 24 days just breaks even, and the turnover of the five days from the 25th to the 30th is the surplus of the store.Of course, if the date of the break-even point can be set earlier, it means that the target turnover of the store can be achieved earlier, which is of course ideal.Remember to make up for the temporary additional promotional expenses.

For example, at the end of the year, in conjunction with peak seasons such as the Spring Festival special sale, it is still necessary to temporarily add a promotion fee to increase the turnover.The so-called "money must be spent wisely", timely and effective supplementary budget can exert the greatest effect.For example, the turnover in December is about 12% to 50% higher than that in normal months. General merchandise sells well in the first half of the year, while the turnover of gifts reaches its peak in the second half of the year.If you add promotional expenses in the second half of the year to match the peak business period, you can get even better and get the highest business performance.But don't forget that "the wool comes from the sheep", this additional promotional cost must be recovered from the increased turnover.In other words, the more you spend, the more business you have to do.For example, for a promotional activity in store A, direct mail and advertising leaflets are used each time, and a total of 70 yuan will be added to the promotion fee. If the gross profit is calculated at 4%, 30 yuan ÷ 40000 = 0.3 yuan (the turnover of the break-even point), 133000 Yuan ÷ 133000 = 0.8 Yuan (the break-even point is set at 166250% of the turnover).In other words, in the second week of the second half of the month, store A spent a total of 80 yuan in promotional expenses, but it also had to do 4 yuan more in business.Therefore, don't ignore how to increase the number of customers, customer purchase price and each person's purchase points, so as to effectively know how the turnover is achieved, so as to make a more scientific and accurate turnover plan.

Product plan
Many stores think that the more types of goods there are, the more perfect the store will be, so they will try their best to display a variety of different types of goods in the store.

In fact, the perfect store is not a collection of categories. The store must consider what products are already in the store, how to classify them, whether the inventory and replenishment are reasonable, and whether they have a definite plan.Only in a planned and step-by-step manner according to the actual situation of the store, it is the most sensible to classify the goods reasonably and maintain an appropriate inventory so that the goods in the store are rich and flexible.

1. Classification of goods

A product assortment plan starts with a business idea.Roughly divide the commodities sold into several departments, and then group each department, each group is subdivided into several small items, and finally subdivided into single items in the small items.Therefore, the classification of goods starts from the business philosophy of the entire store, and then proceeds along the steps of department→group→item→single product.Let's take a men's clothing store as an example to illustrate.

(1) According to the business philosophy, the commodity department can be divided into suits, coats, jackets, pants, tops, shirts, ties and underwear, etc.

(2) In each department, further group according to the material and product characteristics (such as elegance, lightness), etc., and then appropriately group them.Under the product characteristics, the product types of each group are further subdivided. For example, the suits of the elegant group can be divided into formal suits and casual clothes.

(3) A single product, such as beige pure wool, a suit jacket worth 1500 yuan, size "L".

Of course, stores can flexibly use this classification method according to the characteristics of the store.For example, you can add another item of "brand" in the commodity department, or differentiate the single product by price.In short, stores should start from the perspective of convenience for their own classification.

The reason why many stores have messy product placement and chaotic sales management is mostly due to the lack of one of the steps.Stores with such characteristics usually do not have or do not know their own business philosophy and the most attractive products in the store.If a store wants to clearly find the most popular products and find out their sales, it must classify the products according to these steps.

In addition, stores can also use VP (Visual Presentation) to clearly express the characteristics they want to give to a single product and cultivate a visual impression of the next popular product.

Stores should determine the number of product classification items according to their own scale, because if the product department and item classification range of the store are too large, the number of single items will be relatively reduced.This type of store looks full of variety and variety at first glance, but it is difficult for customers to find what they really want among the many products.If we focus on a few parts of commodity departments, categories, and items, and increase the number of single products, we can create product depth and meet customer needs with small but comprehensive products.

In other words, in order to strengthen and increase the weight of products in the store in a limited store, one should choose a certain single product to win by quantity.Only in this way can we really win customers and increase product sales.

If it is divided according to the composition of operating commodities, it can be divided into main commodities, subsidiary commodities and supplementary commodities.

(1) Main commodity

The main commodity refers to the commodity that accounts for an important proportion in both quantity and sales in store operation.

When choosing the main product, the store manager should choose products that are competitive in the market or famous brands and best-selling products.This requires the store manager to master the development trend, growth status and competitiveness of the main commodities he operates, and at the same time, pay attention to mastering the customer's demand trends and changes in buying habits.Because we have mastered the changes of the main commodities, we have also mastered the initiative in operation.If some varieties of main commodities are found to be unsalable during the operation, measures must be taken to adjust them in time to prevent the sales of the store from falling due to the influence of certain commodities.

(2) By-products

The auxiliary product is a supplement to the main product and does not need to be related to the main product. As long as it is the product that the customer needs, it can set off the advantages of the main product and become the comparison object when the customer purchases the product.

For by-products, the store manager must consider its seasonality and popularity, and do not use outdated products as by-products, otherwise it will cause a backlog of products and affect capital turnover.Therefore, the store manager should be diligent, less, and fast when equipping auxiliary products, and should pay attention to changing with the seasons.

(3) Supplementary goods
Supplementary products are closely related to the main product in terms of use, and have the function of facilitating purchases by buyers and increasing the sales volume of the main product.

2. Inventory management
Both inventory operation and purchase operation are the basis of store sales.The warehouse space of each store is limited, how to effectively manage the commodity inventory, so that the minimum space occupied by the inventory commodity and the optimization of the placement is a very critical issue under the premise of meeting the sales requirements.

The purpose of inventory management is to minimize the total cost of inventory by determining a reasonable purchase batch and purchase time, so as to avoid out-of-season products, maintain appropriate inventory, ensure the healthy operation of shopping malls (stores), and make easy profits, and ensure that customers can buy when they want to buy. corresponding goods.If the logistics and distribution can keep up, it is better for the store to not set up a warehouse and achieve zero inventory operation, which can greatly save inventory costs, reduce operating costs, and ultimately improve the competitiveness of the store, turning commodities into cash and creating profits.

If the inventory quantity is determined incorrectly in the product plan, it will cause outages, out-of-stock, or excessive inventory and slow product turnover; if the replenishment method is incorrect, it will cause a large backlog of products, occupying funds, a large number of returns and expired products will be scrapped ; or cause frequent outages and shortages, affecting operating income and economic benefits. Therefore, it is of great significance to reasonably determine the inventory and correct replenishment.

When carrying out inventory management, the store manager should do 3 points:
(1) Analyze in a timely manner which commodities are marketable, which commodities are overstocked, which commodities are unsalable, and which commodities are defective.

(2) Analyze and grasp the situation by category and variety, and take improvement measures in time.

(3) The situation can be grasped by establishing and improving the statistical reporting system, and frequently going deep into the warehouse for on-the-spot inspections.

The following are related terms for commodity inventory and replenishment.

(1) Monthly sales volume: refers to the average monthly sales volume of commodities.

(2) Maximum stock: the maximum stock that can not only guarantee sales but also speed up commodity turnover.

(3) Safety stock: In order to ensure sales without running out of stock, the minimum stock.

(4) Replenishment cycle: the time (days) between two replenishments.

(5) Replenishment point: When the sellable commodity reaches a certain stock level (greater than the safety stock, less than the maximum stock), that is, the stock point when the replenishment is carried out is the replenishment point.

(6) Urgent replenishment point: when the salesable commodity is equal to or less than the safe stock, it is an emergency replenishment point.

The basic calculation method of ordered inventory, replenishment point and replenishment quantity:
(1) Safety stock = average daily sales volume × time required for emergency replenishment.

(2) Maximum stock = average daily sales volume × (time required for normal replenishment + replenishment cycle) + safety stock.

(3) Replenishment point = average daily sales volume × time required for normal replenishment + safety stock.

(4) Replenishment amount = maximum stock - existing available sales volume + average daily sales volume × time required for normal replenishment.

(5) Emergency replenishment point = safety stock = daily sales volume × minimum inventory days (emergency replenishment days).

(6) Emergency replenishment volume: maximum stock - existing available sales + average daily sales x arrival date.

sales promotion plan

Sales promotion plan, also called business promotion, refers to various forms of promotion that can quickly stimulate demand and encourage purchases in a specific target market. In short, it is a promotion that directly stimulates consumption in order to achieve short-term results method.The sales promotion plan must first clarify the promotion process, and then choose the appropriate promotion strategy.

([-]) Process of sales promotion

In the process of organizing and carrying out business promotion activities, stores should focus on the following tasks:
1. Clear business promotion goals
The goal of sales promotion is the specificization of the general goal of enterprise marketing in terms of promotion strategies.In different types of target markets, the specific goals of sales promotion are different. Stores must analyze various factors before establishing sales promotion goals, and quantify them as much as possible to ensure their feasibility.

2. Selection of sales promotion tools
When choosing sales promotion tools, attention should be paid to their respective characteristics and scope of application.A specific sales promotion goal can be achieved by using a variety of sales promotion tools, so a variety of sales promotion tools should be compared, selected and optimized to achieve the best sales promotion benefits.When choosing a sales promotion tool, you should also consider the impact of various factors on your sales promotion activities, including market type, specific sales promotion goals, competition, promotional budget, and the cost-effectiveness of each sales promotion tool.

3. Determination of business promotion targets

To determine the target of business promotion is to determine whether the target is a consumer or an organizational group.If it is a consumer, it is necessary to determine whether it is all or part, whether it is an old consumer or a new consumer, or a potential consumer.

4. Determination of business promotion time

The choice of business promotion time is also very important.The selected time is different, and the business promotion methods and effects are also different.In addition to choosing the time, it is also necessary to determine the period of business promotion. The length of the duration should be determined according to actual needs, and the length of time should be appropriate.

5. Determination of business promotion methods

Although there are many ways to promote sales, it is not easy to choose the right way.The sales promotion department should pay attention to the choice of sales promotion method, because it directly affects the scale and intensity of stimulating consumption, the use of funds and the actual effect, and ultimately affects the realization of the goal.

6. Formulate business promotion plan
The sales promotion department shall formulate a detailed implementation plan, and a sales promotion implementation plan shall at least include the following basic contents:

(1) Additional benefits.Additional benefits are the key to a good promotion.If the additional benefit is too high, the enterprise cannot bear it; if the additional benefit is too low, it is not enough to stimulate customers to buy.

(2) Promotion object.Enterprises generally have to make certain regulations on the qualifications of those who participate in promotional activities.

(3) Expand the scope of promotion.An important part of designing a sales promotion plan is how to make more consumers participate in promotional activities.It includes two types of situations: some business promotion activities need to be carried out at a specific sales site, the main problem is how to use advertisements to attract consumers to the site; other business promotion activities are realized through the distribution of various business promotion supplies, mainly including samples , gifts, coupons, etc.

(4) Promotion time.The promotion time should be appropriate. If the time is too short, many consumers may not have time to participate; if the time is too long, the company may spend too much money and consumers may get bored.

(5) Promotion expenses.Before implementing promotional activities, the sales promotion department should budget for promotional expenses.Assume that the normal retail price of a certain brand of shampoo is 10.90 yuan per bottle, of which the gross profit of the manufacturer is 4.00 yuan.The store plans to implement coupon promotions for a certain period of time, and you can get a discount of 0.90 yuan for purchases with coupons. The store hopes to sell 10 bottles of shampoo during this period. Then, the expenses required for this business promotion activity can be used to protect the sales volume Quantity = total cost (unit gross profit) to calculate.

(6) Preliminary test of the promotion plan.Before determining the promotion plan, it should be tested, such as whether the choice of promotion tools is appropriate, whether the size of additional benefits is appropriate, whether consumers can produce the expected response, etc., so as to make improvements.Pre-testing is especially necessary for rollouts that are to be implemented on a large scale.

([-]) Business Promotion Strategy
There are various strategies for sales promotion. According to practical experience, there are the following:

1. Gift Coupon
Gift coupons refer to stores giving coupons of a certain face value to consumers in the form of mailing, placing in product packaging, or advertising. The coupon holder can use this coupon to avoid paying a certain amount of money when purchasing a certain product. .Couponing is a popular promotional strategy that is more effective in developed countries for married couples who are older, better educated and live in urban areas; Coupons are also very attractive to middle-income wage earners.Practice has proved that coupons are favored by most consumers.

2. Markdown sales

Selling at lower prices is also a commonly used way of business promotion.This method can attract many consumers with the motivation of "seeking cheap", which is a kind of price incentive, and it will have a good effect if used properly.If the enterprise dares to inform consumers of the shortage of products, it is likely to establish an honest and credible image and achieve unexpected results.

3. Discount offer
Discount discounts are also one of the business promotion strategies commonly used by enterprises.Discount discount refers to a business promotion activity in which an enterprise lowers the price of a certain number of commodities within a certain period of time, and it can also be said to appropriately reduce its own profits to give back to consumers.The advantage of the discount is that it can effectively increase sales, expand market share, and increase corporate profits.

Many stores use discounts to maintain an existing customer base, or to fend off the expansion of competitors by using this sales promotion method.Usually, discounts at the point of sale can strongly attract the attention of consumers, and can promote the desire to buy, increase sales at the point of sale, and even stimulate consumers to buy some products with a higher unit price.

4. Commercial decals
Commercial decals means that consumers can get a decal for every unit of product purchased, and if a certain number of decals are collected, they can be exchanged for this product or prize.Consumer preferences for commercial decals vary, but overall they remain an important and impactful promotional tool.

The biggest difference between commercial decals and other promotion methods is time.Consumers must first purchase products, and then collect coupons, labels or shopping vouchers. Within a certain period of time, only when the quantity that meets the requirements of the gift is collected can the gift be obtained.

The advantage of commercial decals is that they can encourage consumers to actively purchase products, collect coupons, labels or shopping vouchers to exchange for gifts. Therefore, it can effectively avoid the interference of competing brands and is very effective in establishing repurchase.

5. Giveaway promotion
A gift promotion is different from a price reduction promotion. It uses a free product or other gift to arouse consumers' interest in trial or purchase.The biggest advantage of gift promotion is that it can make products heterogeneous, expand product sales, maintain brand image, and promote the promotion of new products.There are various forms of gift promotion, including the following forms:
(1) Free samples.Giving samples is one of the most likely ways of business promotion that arouses the participation of consumers.Aiming at potential target consumers, the enterprise presents new products as gifts, allowing consumers to try and eat them, so that they can fully understand the product's performance, efficacy, taste, characteristics, etc., understand the value of the product, stimulate their desire to buy the product, and make the product more effective Get to market quickly.Samples can be given away by direct mail, distribution at fixed points, or allowing consumers to try and eat at the point of sale, etc.

The disadvantage of giving samples is that it must be carefully planned, otherwise it will cause troubles and even damage the corporate image.

(2) Additional gifts.Add-on gift is mainly to give some other products temporarily when the product is on sale, so as to attract consumers' buying interest and promote sales.The gifted product can be the product itself, that is, the real "buy one get one free", or any other product.The additional gifts should be those products that can attract consumers, easily identify their value, and be related to the use of this product, because the promotional effect of additional gifts depends to a large extent on the gifts selected by the enterprise.

(3) Packaging gift.The packaging gift is to sell the products with increased volume at the price of standard packaging, which is often said "no increase in price for increased volume".The products presented in the packaging are generally original products, and the essence is to reduce prices to promote, mainly to attract existing users to expand purchases and stabilize existing consumer groups.

6. Cash back offer
Rebate discount means that enterprises give a certain amount of refunds based on the shopping vouchers provided by consumers for purchasing certain commodities, in order to attract consumers and promote sales.Cashback discount is one of the most popular promotional methods at present. Many stores now adopt this method, and this method is also very popular with consumers.

According to the survey, 74% of households in the United States know about the rebate offer, and there is an average participation rate of 4 times per household per year.This method is very simple to use. Usually, in order to give preferential treatment to consumers, retailers will give a fixed amount of rebate when they purchase a certain commodity or several commodities separately. The refund amount is as small as [-]% of the commodity price. Several, as large as almost the full amount of the commodity price, vary.In addition, the rebate discount can be jointly organized with other stores, and can also be used on similar products of the company.The effect of rebate promotion in the retail industry is obvious, and it is also applicable to most products, but some products and product categories respond better than others.Experiments have proved that although the products with slow sales speed, small product differentiation and impulsive buying are not often purchased, once bought, they are often used quickly and the repurchase rate is also high. This type of product has the effect of using cashback discounts most.Cash back offers are not available on durable and highly personalized items.

7. Product display and promotion
Product display and promotion can enable retailers to directly face consumers, show them their products intuitively and proactively, and listen to their opinions and suggestions on products, realize two-way information communication, and promote product sales.Commodity display and promotion can use specific methods such as display, exhibition, exhibition, demonstration, etc.Product display promotion includes the following forms:
(1) Fairs.Trade fairs are a relatively popular way of business promotion. Its scale can be large or small. It can be organized by a certain company alone, or it can participate in various trade fairs in the industry. Communicate with investors and investigate demand trends.At the same time, exhibiting and selling the company's products at trade fairs jointly organized by the same industry is conducive to highlighting the unique value of the company's products and facilitating consumers' identification and purchase.

(2) Commodity display.Commodity display means that enterprises use the display space of containers, shelves and windows at the point of sale to fully display their products, so that consumers can understand the products at a glance.The shelves for commodity display are often placed in the central aisle where the flow of people is relatively concentrated, on both sides of the cash register aisle, etc., and it is best to use large, unique and eye-catching fonts and logos to remind them.This can not only create a strong visual effect, but also attract consumers' attention and stimulate their desire to buy.

(3) On-site demonstration.On-site demonstration means that the company allows employees who are familiar with product performance to perform product operation and use performances and demonstrations at the sales site. This method can immediately display the utility and function of the product.On-site demonstrations can cater to consumers' psychological characteristics of "hearing is believing, seeing is believing", and give consumers an intuitive impression and a good sense of trust.Dramatic live demonstrations are more attractive to consumers, will make them unforgettable, and increase the desire to buy products. If consumers can directly participate, the effect will be even better.

(4) Packaging promotion.Packaging promotion is to add a layer of simple packaging in addition to the normal packaging, and sell the product at a slightly lower price than the normal price.This method can make consumers realize that the price reduction is due to the saving of extra packaging costs, the quality of the product remains the same, and the price is more affordable.Packaging promotion has a good promotion effect on products that consumers often use and purchase frequently.

8. Lottery
The lottery is to attract the attention of consumers with prizes, so as to encourage consumers to purchase and use commodities and improve sales performance.When a store conducts lottery activities, it often sets up a participant's qualification method (often a restriction on the purchase of goods), and then provides preferential and luxurious prizes (such as giving cars, houses, and organizing foreign trips), and then uses prior instructions Draw a lottery and draw a list of winners.The advantage of lottery activities is that it helps to immediately increase the popularity of products and arouses consumers' purchase (consumption) behavior. Its premise is that it must cooperate with appropriate promotional activities to increase consumers' attention.

The principle of lottery activities is to attract consumers to participate in novel methods and to benefit retailers' sales.There are various methods of lottery activities, and the common methods are:

First, fill in the card draw.As long as you send the information card with your name and address filled in to the designated lottery mailbox, you can participate in the lottery (the lottery card should specify the conditions for attaching shopping vouchers or product labels, product box covers, etc.).

Second, the product package contains a "lottery ticket", which can be used to participate in the redemption of prizes.

Thirdly, with the invoice issued by the retailer after the sale, check the last three numbers of the invoice number, and those who match the award number can receive the prize by matching the number.

Fourth, the lucky draw.Check the lottery card in the hands of the consumer with the winning number announced by the retailer. If they are the same, it means winning the prize; then fill in the name and address in detail, and mail it together with the card to the designated mailbox to receive the prize.

9. Service Promotion
Service promotion is a more effective way of business promotion.The so-called service promotion is that the enterprise provides services to consumers in some form to meet the interest needs, in order to win the favor of consumers for the enterprise brand, so as to promote sales.

(1) Product Warranty.Product guarantee means that the store provides consumers with various guarantees such as return, replacement, repair, maintenance, installation, delivery, insurance, consultation, spare parts supply, and supporting product supply to consumers after the sale of the product, so as to relieve consumers from purchasing, The peace of mind of using and disposing of the product.Product guarantee is especially effective for those high-tech products that consumers are not familiar with. It is like a reassurance pill, allowing consumers to buy and use with confidence.In addition, this method is also conducive to cultivating consumer loyalty and establishing a good corporate image.

(2) Knowledge lectures.Stores can guide consumers to correctly understand and use the company's products by setting up knowledge lectures, distributing product promotional materials, and introducing scientific and technological knowledge related to product use.Knowledge lectures are mainly suitable for high-tech products, such as computers, household appliances, etc.In the era of knowledge economy where high-tech products emerge in an endless stream, knowledge lectures are a very useful way of business promotion.

(3) Trade in old for new.There are two types of old products that are exchanged for new ones: one is the company's product, and the other is the same product that is not the company's.Businesses discount old products as part of the purchase price of new products, and consumers only need to make up the difference.Today, as the speed of product replacement is accelerating, the way of replacing the old with the new can effectively expand the market share.

(4) Membership promotion.Membership promotion refers to the provision of special preferential treatment in the form of clubs in a certain consumption place (referring to shopping malls, supermarkets, entertainment venues, beauty salons, etc.). The membership period of the club is generally 1 to 3 years. Renew payment of dues to renew membership.Membership promotion is a business promotion method that can best reflect long-term effects.

For consumers, membership promotion has three functions.One is to enjoy low-price discounts or special services. Members who join the club can enjoy low-price shopping discounts, and can attract consumers to come to buy frequently. It is the best tool to build consumer loyalty. Create a customer database with member information.The second is to give the membership card to relatives and friends.The third is to facilitate shopping. After becoming a member of the club, you can usually receive regular introductions about new product samples, product performance, and prices from the mall, making it easier to make purchase decisions.Membership promotion can bring two benefits to enterprises: one is to establish a long-term and stable market.Club is a binding organizational form, which is conducive to maintaining long-term relationships with consumers.The second is to cultivate and build consumer brand loyalty.Membership promotion is implemented. Members can enjoy preferential prices, services, delivery, insurance, etc. with membership cards. All these measures are conducive to cultivating long-term customers and stabilizing customer sources.

personnel plan
In the implementation of the business plan, it is a very critical part to do a good job in personnel planning, because the whole business plan cannot be separated from people.First of all, responsibilities must be clarified, who should be responsible for what, and what goals should be achieved. Only when the work is well allocated and one's own responsibilities are clear can one take responsibility better and implement the plan smoothly.

([-]) Principles of personnel training

Another very important part of personnel planning is to make a good training plan. First of all, we must grasp the principles of store employee training.

1. Incentive principles

The purpose of motivation is to mobilize employees to work together to achieve corporate goals.Employees have personal goals determined by their self-worth, and they all hope to achieve this goal through the operation of the enterprise.Since the object of training is employees, it is required to regard training as a means of motivation.If they have received training and gained their own development and benefit from it, they will be willing to participate in and support the company's training program.

2. The principle of individual teaching
Stores not only have many positions, but also have uneven levels, so it is not possible to use general education to train employees in a "step-by-step" way.This requires choosing different content and methods according to different training and development objects, and sometimes even formulating training and development plans for individuals.

3. Focus on practical principles
The training cannot be carried out solely on the basis of theoretical teaching. It is necessary to provide opportunities for the trainees to practice or operate, so that they can experience the essentials of learning in practice and train their ability in actual operation, because improving the practical ability of employees is the most important thing. Yes, especially some training involving work skills, has higher requirements for implementation.In addition, providing opportunities for practice in the training, so that they can meet the operating skill standards without work pressure, the ability will improve faster, and it can also avoid work mistakes caused by the mismatch between skills and job requirements.

4. Focus on feedback and reinforcement principles

During the training, we should pay attention to the feedback and reinforcement of the training effect. The more timely and accurate the feedback information, the better the training effect.The role of feedback is to consolidate learning skills and correct errors and deviations in a timely manner.Reinforcement is rewarding or punishing trainees in combination with feedback.The strengthening means of training is not only completed in the training process, such as rewarding those who have received good training results and achieved excellent results, but also for those employees whose work performance has achieved obvious results due to the improvement of work ability brought about by training, management All personnel must give appropriate rewards to them, so as to complete the training rewards.

5. The principle of combining personality quality and professional quality training
In the process of personnel training, attention must be paid to the combination of personality quality and professional quality training, because the improvement of knowledge and skills can significantly improve work performance and work efficiency, and the improvement of personality quality brings invisible changes to people and organizations. But even bigger.Due to the business form of the store, the frequent direct contact between employees and customers requires the combination of the two. The individual performance of employees will be immediately reflected in front of customers, and it will directly reflect the overall image of the store, thus affecting customers' perception of the store. impression.

6. The principle of benefiting employees' self-development
Employees generally receive training with the desire to benefit their own development. In most cases, what they learn in the training should be beneficial to the development of their future work. This should be a basic principle of training.Therefore, when formulating a training plan, more consideration should be given to the actual working conditions and factors to meet the needs of the actual work.Of course, neither the store nor the employees can expect the training to have a clear and positive effect on the job anytime soon.

7. Continuation principle
This point is an extension and emphasis on the previous point, but it puts more emphasis on how the company arranges those employees who receive training and how to develop their trained capabilities.The most effective way is to give them more job opportunities and richer working conditions.For those employees who are indeed capable and outstanding, entrust more responsibilities until they are provided with opportunities for promotion.

([-]) Training plan

The main tasks in the planning stage are training needs analysis, training objectives and formulation of evaluation criteria.

1. Training needs analysis

Before carrying out training work, the store must first analyze the needs of employee training to clarify who needs training and who is the key object of training.Correct selection of training objects is the most basic work to obtain a higher return on investment in human capital.

Training needs analysis refers to the analysis of the future development of the store, the content of tasks and the personal situation of employees to find training needs.It mainly includes two aspects: first, through the analysis of the enterprise, operation and individual level, to determine the training needs; second, through the needs analysis, to distinguish between the training needs and the management needs.For example, the introduction of new technologies requires the improvement of employees' work skills. Such problems belong to training needs and can only be solved through training; while management problems such as poor discipline of employees belong to management needs and can be solved by strengthening management.

Training needs analysis is usually carried out in three aspects: organizational level, operation level and individual level:

(1) Analysis of organizational needs.It can be carried out from two aspects of the organization's external environment and internal conditions.When deciding whether to conduct training, it is necessary to first analyze the external environment and internal conditions of the store, clarify what the store's development strategy is, and what talents are needed, and then evaluate the existing personnel to find out the gap.If this gap can be addressed through training, then the need for training can be identified.

The strategy and goal of store development, as well as the method used by the store to operate, will have an impact on the demand for the quantity, quality and structure of human resources.Analyzing the abilities of existing employees can find out whether they have the abilities needed for enterprise development, and if there is still a gap, they should be trained.Of course, there are also situations where the gap is too large and cannot be resolved through training methods, so it is necessary to consider recruiting from outside.

Likewise, store development strategies and goals are also influenced by internal conditions.The most important thing in the analysis of internal conditions is to analyze the efficiency of store operations. After discovering problems, it is necessary to determine whether to solve them by strengthening management and changing working methods, or through training, so as to finally determine the necessity of training.

(2) Operation level needs analysis.The purpose of job-level needs analysis is to determine the content of training and development, that is, the content that employees must master to achieve satisfactory job performance.Job-level requirements analysis needs to do the following: systematically collect data that reflects job characteristics; use the collected data as a basis to formulate work standards for each position; clarify how to achieve these work standards; determine what is needed for effective work Knowledge, skills, talents and other conditions.

The methods of job-level needs analysis include job analysis, performance evaluation, meeting with employees and managers, and job analysis.

(3) Needs analysis at the individual level.Including two aspects:
First, the analysis of personnel capabilities, qualities and skills.It should be said that this is a job closely related to job-level demand analysis.The requirement analysis at the operation level clarifies the ability, quality and skill level required for each job; the same analysis from the perspective of personnel is to examine whether the evaluated personnel have met these requirements, and what level their ability, quality and skills have reached , and thus determine the demand for training.In fact, the analysis of the ability, quality and skills of personnel is not only to meet the needs of current work, but also to meet the needs of store development and future work.One of the purposes of training is to develop people's potential and make reasonable use and exertion of human resources in the store. A comprehensive and accurate analysis of the individual's ability, quality, and skill status is the prerequisite for the realization of this goal.

The second is to evaluate the performance of employees.If the employee's work performance cannot meet the benefit standard proposed by the store, it means that the employee needs to be trained.

2. Formulation of training objectives and evaluation criteria
After the analysis of training needs at three levels, after the training needs are clarified, the specific objectives of the training can be formulated to provide a clear direction and framework for the training.The training objectives should have levels, including from the overall objectives to the sub-objectives to be achieved by each project.For stores, the training objectives can be roughly divided into three types:
(1) Know yourself.Through training, employees can enhance their understanding of themselves, their roles in the enterprise and their roles in interactions with others, and improve employees' self-awareness.

(2) Improve skills.Through training, the level of knowledge and skills of employees can be improved, so that they not only have an overview and theory of relevant work, but also can be handy in practical application.This type of training is also the most widely used in stores.As mentioned earlier, different employees in the store have different needs for knowledge and skills. Therefore, when formulating training objectives, the training must be targeted, and different training plans must be formulated according to the specific needs of different employees, so that achieve better results.

(3) Change your attitude.Through training, change employees' perceptions of work and the company, improve their enthusiasm for work, and enable employees to devote themselves to work in a better state.

After the training goal is determined, it is necessary to consider what method and standard to use to measure whether the training can achieve the goal.Frequently used measures are employee response, academic performance, job performance, and changes in job-related performance levels.

The next step is to make the training objectives concrete and operable, which is often achieved by drawing up training plans.Training plans can be divided into long-term plans and short-term plans.The long-term training plan considers the development of the store and its goals, and sets up a training course plan and prepares a budget from a long-term perspective; the short-term training plan mainly focuses on specific planning of training content and activities for each different project.In the training plan, according to the established training objectives, a series of tasks such as the organizational form of training, curriculum setting, teachers, teaching materials, training methods, teaching methods, assessment methods and training time limits are determined.

([-]) Training methods

At present, there are mainly four methods of employee training: pre-employment training, on-the-job training, promotion training and self-heuristic training.

1. Pre-employment training
Pre-employment training, also known as store training, is the basic training for new employees after entering the store.Pre-employment training is to enrich specific practical work experience and knowledge for new employees to cope with future work.The initial experience of new employees in the store often has an important impact on their careers, but when they first enter the store, they are not organically integrated into the new environment, so they will feel a lot of psychological pressure, and pre-employment training can help New hires relieve this stress.Specifically, pre-employment training can help new employees adapt to the requirements and goals of the new environment; learn new work principles and effective work behaviors; help new employees establish good relationships with colleagues and work teams, and help new employees establish a realistic Expectations and a positive attitude.

Pre-employment training should start from three aspects, that is, educating employees to enhance their work consciousness, educating them to be familiar with commodity knowledge, and educating them to learn to treat guests politely.

According to the characteristics of the store, in addition to cultural education, pre-employment training should also include the following basic content:

(1) Store background introduction.This mainly includes the store's history, overview, business content, development prospects, etc. Through these briefings, the organizational structure and management chain of the store will naturally be drawn out. The importance of hard work to achieve these goals and objectives.

(2) Ethics education.In addition to learning the relevant legal systems of the country, employee training should also take business ethics, service norms, and service discipline as important content of training, so as to consciously maintain the image of the store and abide by the corporate purpose.

(3) Professional skills training.It mainly includes professional knowledge such as purchase and sale of commodities, operation technology of distribution center, technological process, and basic professional knowledge of operation and management.

In addition, the store should also let employees understand the knowledge and principles of business activities such as "why greet customers", "how should the relationship with customers be", "what kind of service the store should provide customers", etc. It is very helpful for employees to establish a correct work concept and have certain interpersonal skills. Among them, it is especially important to establish the awareness of serving customers and let consumers feel the added value of products.Before sales, during sales, and after sales are three stages of general service content:
Before sales, including business site preparation, product knowledge that must be mastered, maintenance of product display status, and keeping the venue clean, etc.

When selling, it includes a series of basic skills for receiving customers, such as saying hello to customers with a smile, answering questions raised, and introducing products.

After sales, establish a complete after-sales service system to relieve consumers' worries; hold various lectures, preferential sales and other activities to establish good public relations; quickly, reasonably and effectively deal with customer dissatisfaction and problems, all belong to after-sales service training Content.

2. On-the-job training
The so-called on-the-job training means "training on the job itself", so it is also called "on-the-job training", "on-the-job training" and so on.On-the-job training is usually conducted by the store manager to find out the parts that each person needs to be trained and guide them in a planned way.The store manager can choose the following categories according to the actual situation:

(1) Supplementary knowledge and skill training.This kind of training supplements the lack of knowledge and skills required by employees to perform their current jobs, with the purpose of making them competent for their current jobs and improving their work efficiency.The training process can be guided by experienced employees or technical supervisors, and practical training can also be organized for specific needs.According to the different training courses, it can be divided into skills training, knowledge skills training and administrative management training.

(2) Interpersonal relationship training.The so-called interpersonal relationship training is the training conducted by the store manager to make new employees understand the interpersonal relationship and enhance the cooperation, unity and harmony among employees.The main course design can be interpersonal relationship training, communication of opinions, etc.

(3) Wisdom ability training.In order to solve the relevant problems, the store designates some employees to gather together, encourages the employees participating in the training to use their wisdom and thinking to a high degree, pool their brains and work together, and propose strategies and procedures for dealing with problems to assist the management to solve problems.This kind of training can be divided into problem-solving ability training, creativity training, brain stimulation training, motivation and potential training, etc.

3. Promotion training
The promotion training is due to various reasons such as the expansion of the establishment, the retirement of personnel, and the dismissal of posts, and it is necessary to supplement various personnel accordingly.In order for the employees who are about to be promoted to have psychological and ability preparations before being promoted, and to obtain relevant knowledge, skills and materials, it is necessary for the store manager to implement training in advance for the employees who are likely to be promoted. .

4. Self-heuristic training

Self-heuristic training means that enterprises encourage employees to use their daily spare time to learn.An excellent store manager should encourage employees to be motivated, not exert personal pressure, but help them grow smoothly. This is the successful experience of employee education organizers.The biggest feature of implementing self-education is that you are already doing the work of training employees without knowing it. This is where the value of self-heuristic training in employee training lies.

Employee self-heuristic training, on the one hand, can improve the overall quality of employees, which is conducive to the growth and development of employees themselves; on the other hand, it can strengthen the team spirit of employees.There are many ways of self-heuristic training, the following two are easy to adopt and have good effect.It is worth the store manager's reference:
(1) The store manager should create certain conditions for employees, such as ordering some newspapers, purchasing some books, regularly organizing employees to exchange ideas, giving certain material and spiritual rewards to the outstanding ones, or combining this activity with the employee bonus system Hook up.For example, establish a scoring standard system to make statistics on the experience and experience of employees in reading books and newspapers, and reflect them on the scoring according to their quantity and quality. to some extent.By doing so, employees will be motivated.

(2) Encourage employees to accept correspondence courses or enter evening classes, vocational schools, etc. for advanced training.Of course, employees use their spare time completely.As a store manager, you can consider that part of the cost in this area should be borne by the store.However, there are prerequisites for this, and it must be based on the employee's final performance.If the test results are excellent, 80% of the cost can be reimbursed; if the test is good, 60% will be reimbursed; if the test is passed, 30% will be reimbursed.In addition, the qualification certificates obtained by employees are also a basis for assessment.The qualification certificate proves that the quality of the employee's self-study is high, and the moisture contained in it is almost non-existent.

([-]) Do the best thing with the fewest people

A very important purpose of training is to improve the performance of employees, to achieve the greatest work performance with the least labor cost, and everyone can count as ten.In layman's terms, it is to do the most things with the least people.Establish the concept of "applicable talents", put talents in positions where they can best use their intelligence and intelligence, and assign work tasks to the most suitable people to complete.

The key to employing people is to maximize strengths and avoid weaknesses, be good at identifying people's best talents, and use the essence of people to achieve "the wise do their best, the brave do their best, the benevolent spread their benefits, and the believers are loyal."Because people's knowledge and talents vary due to different talents, practices, and status; at the same time, due to time and energy constraints, people will always focus on one aspect and ignore other aspects.

On the basis of the availability of talents, the store manager should also pay attention to the training of the team, so that employees can make use of their strengths and avoid weaknesses, and complement each other, so that the effect of teamwork is higher than the sum of the effects of each member's individual work, resulting in "1+1> 2” effect.

When the roles of personnel in a team conflict and cannot be dismissed easily, the store manager can try to make the following adjustments:
1. Role reversal
To implement a role reversal is to reorganize the work of members so that two or more team members swap jobs or swap jobs in large numbers.If it takes them to a role they can do better, they'll all welcome the opportunity.

2. Increase the flexibility of team functions

Survey team members to find out what tasks they enjoy and are good at, and then see if the store can differentiate those tasks.This is different from the exchange of the entire responsibility area, for example, when the store manager assigns work, he can give A some of B's ​​work, and then give some of B's ​​work to C, and then give C's work to others, and so on.Of course, stores need to prevent taking away from them the jobs they all love and are good at.When some team members love a job but aren't good at it, it's time to communicate that fact to themselves.

3. Isolate Conflicting Members
When conflicts arise within a team, stores can divide the team into smaller working groups, with each group working on a different project or on a different phase of the same project.Divide those conflict members among these work groups so that each of them has a chance to rise to the challenge.If the store cannot isolate conflicting team members, then when they meet or discuss together, there must be a team worker or coordinator who coordinates from the middle.

4. Make an exchange
Exchange members with teams in other departments, and exchange personnel with repeated roles in this team to teams that lack such personnel.If the store trades a proper worker for a proper team worker, it will potentially make everyone happier and make both teams perform better.

5. Recruit new members

Adding certain types of people to the team can make a big difference when the team has a heavy resource burden and a high workload, so that the workload needs to be adjusted.

Once the store clarifies the team role of each team member and enables them to assume the most suitable functions, the team can be successfully operated, and limited personnel can exert unlimited power to achieve the goal of doing the most with the least number of people. Create excellent work performance.

Funding plan
Store expenses mainly include personnel expenses, such as employee salaries, meals, funds, etc.; equipment consumption, such as equipment repair expenses, depreciation fees, rent, etc.; maintenance expenses, water and electricity expenses, daily consumables, Administrative expenses, etc.; necessary business expenses, such as advertising fees, publicity fees, and business taxes.

Factoring all of these costs into the funding plan, then:
Operating expenses = turnover target × estimated variable expense ratio + estimated fixed expenses
The store's expenses are essential. While planning the expenses, the store manager must also take the store's expense management into consideration, and minimize handovers in order to increase profits.

1. Personnel cost saving
In store operation, store rent, water and electricity charges, commodity costs, etc. are basically fixed, while staff salaries and commission bonuses account for a large proportion of sales management expenses. Therefore, store managers should control personnel costs from the following aspects:
(1) Select a reasonable number of capable personnel, and temporarily hire part-time personnel during peak seasons or busy sales.

(2) The ratio of salaries and commission funds of all personnel to the store's gross profit rate should be controlled below 40%.

(3) Cultivate the ability of shop assistants to specialize in multiple functions, and use as few people as possible to do as many things as possible.

2. Saving of other costs

With the continuous price increase of electricity and water charges, this part of the cost accounts for an increasing proportion of operating expenses.Effectively save energy and reduce operating costs.The store manager should set the maximum monthly usage, stipulate the opening time of various electricity and water equipment, and educate the store staff to save the amount as much as possible.

3. Accelerate capital turnover

To accelerate the turnover of funds, it is necessary to manage the daily income and expenditure of funds in a solid manner, and accurately predict when and how much funds will be needed according to the actual situation.In order to raise and use funds in a planned way, the store manager must do the following:
(1) Effectively manage cash and bank deposits. Stores can prepare cash budgets and plan future cash inflows and outflows according to the surplus and shortage of cash.

(2) Coordinate the credit relationship and ensure the acquisition of funds for commodity circulation.

(3) Control reasonable inventory, expand sales, and increase capital turnover times.

(4) To maintain a balance of revenue and expenditure, and to study countermeasures for raising funds and extending the deadline for checks and credit purchases.

4. Improve the internal control system
It is mainly reflected in two aspects: first, post responsibilities, that is, to clearly define the job content, scope of responsibilities and requirements of each post, as well as the connection relationship between departments and departments, personnel and personnel.The second is to standardize the operation process. Whether it is a large project or a small expense, the operation process must be stipulated and the approval authority should be clarified.

5. Strengthen inventory control
Strengthening inventory management will help stores further reduce operating costs.The products in the store have the characteristics of fast turnover, large flow, many varieties and complete specifications; in terms of sales form, they are mainly displayed on open shelves and selected by customers.In view of these characteristics, stores should strengthen the management of commodities in the links of purchase, storage and return.

6. Establish a comprehensive financial monitoring and operating system
For example, set up a price management committee, set up a "price supervision team" under the financial department, use inquiry, price comparison, bidding and other methods to implement "sunshine procurement", eliminate "black box operations", and greatly reduce procurement costs.

7. Necessary ledgers and reports for stores

Stores can set up ledgers and reports according to their own specific conditions, but the necessary ledgers and reports in general stores include journals, trial balances, profit and loss statements, balance sheets, financial status analysis tables, expense analysis tables, and commodity gross profit analysis tables wait.

(End of this chapter)