Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 14 Business Classic Six: Manage the Employees Well to Open the Store (1)
[-]. Staff recruitment

How to choose a salesperson

The store's selection of sales personnel should not only mean accepting people who go to the store to seek work.In fact, in order to reduce labor costs, many stores often temporarily find some people to fill the vacancies. These people have not received systematic training, which is one of the reasons for the low business ability of sales staff.

To properly select salespeople, stores must define selection criteria.What is expected of salespeople?Is the store looking for a labor force with low turnover, low absenteeism, and strong sales capabilities?Unless you know what is required of a salesperson, you will definitely not get a salesperson of comparable quality.

Once the selection criteria have been established, the quality of the applicants can be identified.Among the salesmen who choose the store, the most popular identification method is to consider the applicant's gender, age, personality, knowledge, intelligence, education and experience, and select the suitable personnel.

1 Gender and age standards

In the work of identifying and selecting sales personnel, it is very important to consider the applicant's gender and age.Different industries have different requirements for the gender and age of sales staff.For example, if the main supply target of an audio-visual store is teenagers aged 20, salespeople under the age of 30 must be selected, because they are easier to communicate with teenagers aged 20, gain their trust, and easily grasp changes in their consumption needs. .The main supply objects of high-end women's fashion stores are women aged 30 to [-], working and upper class. Therefore, sales staff are required to have a certain quality and temperament, and can understand the latest trends of the times.

For the above requirements, all retail stores are without exception, especially for specialty stores. Stores can select candidates from candidates according to their own business operation needs.

2 Personality Standards

A person's personality also reflects his potential ability to a certain extent.Shops tend to choose those who are cheerful, confident, friendly, stable and energetic as their sales staff.These personal qualities can be understood through individual interviews between retail planners and applicants, or personal records of individuals.

3 Knowledge and skills

Many of the products sold in the store are technically complex, such as microcomputers, televisions, microwave ovens, 35mm cameras, VCD players, and so on.Therefore, the services provided by the store are largely derived from the technical aspect.Therefore, the salesperson is required to have a certain level of education and be able to quickly grasp the technical knowledge of the product, so that he can face the customer's technical inquiries and requirements with ease.

4 experience standard
One of the most reliable basis for examining a salesperson's business ability is his previous work experience, especially his experience in sales.Because in the retail industry, experience and accumulation are very important factors for a person's business ability.Of course, this is not absolute.Many applicants for sales jobs are young people who may not have had any outstanding previous experience.These applicants can be evaluated on their individual characteristics, as well as on their demonstrated ambition, drive and work ethic.

How to scientifically recruit employees
Sales staff who are in direct contact with customers are the dominant factors in the supply system of goods and related services in stores, and their behavior will have a great impact on customers.When selecting these front-line employees, we should not only focus on experience and skills like recruiting ordinary employees. In addition, we should also examine factors that can bring success to service personnel such as attitude, qualifications and personality.General recruitment methods are not suitable for selecting front-line employees, because in these recruitment processes, recruiters' decisions are often only generated by their intuition and written materials of candidates, and 60% of resumes surveyed have inauthentic phenomena, and most Letters of recommendation provide only positive opinions.Interviews are also not a reliable method. Recruiters generally only have a general understanding of the applicant's appearance and performance during the interview.This is enough to show that choosing a store salesperson requires a more scientific and reasonable method.

The method described below is to select personnel through a computerized questionnaire test. The specific steps are as follows:
Research determines the qualities a qualified frontline worker should possess.This work is based on talking with managers and summarizing the original customer satisfaction research, and roughly outlines the necessary qualities of employees that meet the needs of the store.

Select behaviors that have a significant impact on the success of the store, and formulate standardized tests and content for these behaviors.

Select a few outstanding employees in the store to test, analyze the test results, and select items with high scores to synthesize the final test content.

How to start the employee recruitment process
If your business needs to hire employees, now is the time to start.Generally speaking, 60 days is enough time to hire the right people.

1. Job Description
A job description is a short description of the job a business needs to hire someone to do, focusing primarily on the skills, education, and experience required.

Job descriptions are extremely important personnel tasks.Writing a job description allows entrepreneurs to pay attention to the requirements of the job (is this job really needed? What characteristics should a good job applicant have?), and avoid recruiting employees who are not suitable for the characteristics of the job.Entrepreneurs do not have to hire anyone who is unwilling or unable to do the job well, but entrepreneurs cannot discriminate against job applicants.Work constraints must be applied fairly and equitably.Discrimination in hiring occurs when there are double standards based on race, gender, age or other factors.

Job descriptions will also help entrepreneurs determine acceptable salary ranges, thereby narrowing down the pool of available employees, and smooth communication with employees after hiring.A job description will not tie the hands of entrepreneurs, but it will help clarify what a job specifically involves, as well as the corresponding responsibilities and rights.

2. Select among more than three applicants

Three is the required number.If the business has fewer than three qualified applicants for a job, entrepreneurs run the risk of making poor hiring decisions.Job advertisements, state or private employment agencies, vocational schools, universities, oral interviews, etc. are all factors that provide enough candidates to help entrepreneurs make the right hiring decision.

3. Determine the interview time
Since entrepreneurs have to juggle so many things at once, scheduling interviews can be a problem.But entrepreneurs can't count on someone to automatically help.Make a schedule for yourself and stick to it.Recruiting is the most problematic area for many entrepreneurs.The cost of making mistakes in this field is huge (not just time and money), however not everyone can afford these costs.Be extra careful when interviewing: It's easy for entrepreneurs to hire their first candidate hastily.Never do this!Try to design a recruitment seminar to recruit.Most importantly, entrepreneurs should remember to check candidates' resumes.

How to Compete with Others to Hire Employees

Recruiting employees is a matter that needs to be handled carefully. Entrepreneurs do not want to pay unnecessary wages. However, it is necessary to hire people and train them before the company officially launches.The final month can begin the employee selection and interview process, and the entrepreneur may have already made some decisions.The problem this month is to recruit employees (including negotiating wages), and let the applicants work as soon as possible to prepare for the opening.

Broadly speaking, the remuneration provided by enterprises to employees includes monthly or weekly wages, working conditions, promotion opportunities, fringe benefits, training and even social opportunities.As a small business owner, the entrepreneur has some flexibility in offering attractive terms to employees, but still cannot compete directly with large corporations in terms of wages and benefits offered to employees.

Entrepreneurs can compete with others in providing work environments that are fun, innovative, caring, and convenient.The following are some reference comments:
1 salary range
Often, people pay to get what they want.Entrepreneurs can determine local salary ranges by consulting other business owners, paying attention to job advertisements, negotiating with national employment agencies, or even asking private employment agencies, and sometimes, large companies in the entrepreneur's business field will leak some salary range information.A salary range for each job should establish a minimum and maximum.Within this range, wages will vary with the applicant's work experience, the needs of the entrepreneur, the availability of labor, and other factors.Offering higher wages than other businesses will not necessarily hire the best employees, and it will set a precedent that is difficult to maintain.Doing so will only recruit the most eager candidate for the job, who is likely to leave the business when the next better opportunity presents itself.

2Employee Benefits
Entrepreneurs may offer flexible hours, division of work, comp time, or other benefits.These benefits are inexpensive for entrepreneurs, but they are important for employees.Possible fringe benefits range from paid vacation, paid holidays or educational training, insurance and pension plans to caring for employees' children and allowing sick leave.Small businesses are more flexible than large ones - a big advantage for entrepreneurs.

Entrepreneurs should remember that benefits, once given, are hard to get back.To do this, consider: What benefits do other local entrepreneurs offer?What is the cost?How much the benefits provided by the company have an incentive effect on employees.

[-]. Staff training

How to organize staff training
Staff recruitment is only the beginning of store human resources management. How to make new employees become qualified sales personnel that meet the store's requirements is a problem to be solved in the store's internal training.Many companies have set up special schools for training employees, such as Holiday Inn University, McDonald's "Hamburger University" and so on.All the activities of the school are centered on training the people needed by the enterprise. As long as it meets the needs of the enterprise, even the smallest aspects will be accompanied by careful planning.

Business ability training is only a business teaching for sales staff, which is not enough for stores.The service quality of the store depends on the performance of employees in the process of providing service to customers. Customers are different, and relying on business ability training cannot solve all the problems that employees encounter when serving customers.Because the problems that employees may encounter in dealing with customers are difficult to anticipate, it is difficult to simulate and solve these problems in training.In the training of store sales, the training of communication skills is somewhat more difficult than the training of skills.

Specifically, the training of store salespersons who have direct contact with customers mainly includes the following contents:
1 Store Operation Policy
The salesperson is often the spokesperson of the store.In most cases, the customer and the store are connected through the salesperson.Therefore, the salesperson must be familiar with the store's operating policies, especially those directly related to customers, such as product promotion policies, handling of people who steal products, credit sales, product storage, delivery, and price negotiation.In addition, salespeople should also understand policies about business hours, breaks, lunch and dinner times, compensation and quota methods, non-selling tasks, and periodic evaluation standards.

2 Commodity knowledge
The store should train its sales staff so that they have a detailed understanding of the performance, usage, advantages and disadvantages of the products in the store.Support the sales staff to assist customers to choose the products that best meet the needs of customers, and provide customers with various reasonable suggestions.In addition, the salesperson should also understand the advantages and disadvantages of the competition for the merchandise offered.

In addition, sales staff also need to be familiar with the shelf life of the goods operated in the store and the durability of the goods.This means that the salesperson should also know the reputation status of each processor and manufacturer represented by the store.

3 types of customers
Salespeople are trained on how to identify and accommodate the needs of different types of customers.this point is very important.If the sales staff can know how to receive these customers and make them satisfied, it will greatly increase the sales of the store.

4 Customer selection criteria
Salespeople should learn how to discover customers' buying criteria and how to respond to their requirements.

What is the content of the training
1. Part-time workers
The shortage of staff is a common problem faced by stores. Usually, stores will hire part-time staff during peak hours (times with a large number of visitors) to alleviate the shortage of manpower, and the cost of part-time staff is relatively low. Moreover, part-time staff will also be full-time in the future. The best candidate for personnel.

The work content of part-time staff is practical operation, so the training time is relatively short, 2 or 3 hours is enough. The course content includes: the use of the price marking machine, the basic items that should be paid attention to when replenishing goods, and basic cleaning management concepts.

2. Store staff
In addition to learning practical operations, store staff also need to learn some conceptual courses. The appropriate time is 20-28 hours.

Course content should cover the following.

Business philosophy (time: 15~2 hours).

For the store to operate smoothly, the necessary condition is that the business philosophy of the operator and the employees must be consistent.Therefore, when the operator is training the store staff, he should introduce the business philosophy into the course.

Customer coping skills (time: 15~2 hours).

Dealing with customers skillfully and in a timely manner is the best way to build relationships with customers. The content can cover the timing of using various common polite expressions, manners, handling customer complaints, sales promotion skills, etc.

Operation, maintenance and cleaning of equipment (about 3~4 hours).

General production and operation equipment refers to frozen carbonated beverage machines, soda machines, air conditioners, refrigerated refrigerators, signboards, lighting equipment and other equipment directly or indirectly related to sales. Teach store staff to use them correctly, and do some basic cleaning and maintenance frequently. maintenance to prolong its life.

The operation, maintenance and simple troubleshooting of the cash register (time 3, 4 hours).

The operation of the cash register requires fast speed, zero error rate, and familiarity with its various functions.This course should be included as primary training for new recruits who have never operated a cash register.

Commodity display skills (time: 2, 3 hours).

Commodity display skills directly affect the turnover rate of commodities. Operators must instill the concept of commodity display in store staff, such as: the purpose and principle of commodity display, the best display position of various commodities, etc.

Store safety management (time: 2, 3 hours).

Operators must teach employees to master the prevention skills of accidents and disasters that may occur in the work, such as: anti-robbery, anti-theft, anti-fraud and precautions when moving goods, etc.

Report making (time: 3, 4 hours).

The report is one of the tools for the operator to manage personnel, so the store staff should be taught to fill in the basic reports, such as: shift day report, cash record form, misprint, sales refund, self-use record form, etc.

Simple packaging skills (time: 2, 3 hours).

Simple POP production (time: 2, 3 hours).

Where should staff training begin?

Education and training are important, where should it begin?

1 Accustoming employees to the workplace
There are many subjects to be studied in education and training, and it is absolutely impossible to implement them all at once and achieve good results.

Now, let us think back to the swimming training in elementary school!If you teach them breaststroke, freestyle, and butterfly from the beginning, it will definitely have no effect.The initial phase is getting them used to the water.

Education and training in the workplace is like swimming with classmates. First of all, employees must get used to the working environment. This is the first stage and the most important issue.If you don’t let the employee get used to the working environment, but directly ask him to do some high-difficulty technical work, it’s like asking him to do long-distance swimming before he’s used to the water.

2 Make employees aware of store practices
So how to get him used to it?

First of all, let him start from understanding the practices of his own store, from the operation aspect, in other words, from the preparation of opening the store, cleaning work, and tidying up the store, etc. to give guidance.But these jobs are definitely not in a forced way, but by making the best use of the situation, so that they can slowly get used to the working methods of their own shops.

3 Make employees realize that they are part of the organization
Any thing, no matter how simple it is, must go through different operations and cooperate with each other to complete it from the beginning to the completion of the work.If employees always think that the job can be done by themselves, then the job cannot be done well.

In the initial education and training, every staff member should realize that the store is an organization, and the work each staff member does is only a part of the whole work.

Why Moral Character is the Foundation of Education
Good etiquette, awareness of thrift and work details are the foundation of education.

The content of education is mainly the learning of knowledge, the learning of store system and the learning of sales skills.However, if the moral quality education can be done well before the trainees learn these skills, it will have a double effect.

Knowledge, system, and technology can be cultivated in a good environment. In other words, no matter how much energy you put into education, if you cannot do a good job in moral education, you will not be able to cultivate a first-class salesperson.

Of course, it is difficult to improve business performance before fully learning the knowledge, system, and technology application.But it can have the following two effects:

(End of this chapter)