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

Chapter 31 Business Twelve: Sales is the last word (1)
[-]. Commodity sales

How to display products
Commodity display allows customers to understand the products, arouses customers' associations with the products, and stimulates customers' desire to buy.

Let customers touch the product, consciously mobilize the customer's sense of sight, hearing, smell, taste and touch, and encourage customers to listen, try, try, try, try, and try on, which can produce a strong stimulating effect.

In order to cater to the self-esteem of customers, when displaying products of the same variety with different grades, attention should be paid to displaying them step by step from low-grade to high-grade, and from low-priced to high-priced.At the same time, pay attention to the customer's reaction during the display process, and grasp the customer's favorite products.

Every customer has different preferences, and a sample is often unsatisfactory due to factors such as color, pattern, and style.Therefore, the salesperson should patiently show the second sample, the third sample... for the customer to choose.

When the customer does not specifically point out the product, the salesperson should greet the customer kindly while smiling with the expression of helping the customer to choose the product.If the customer wants the salesperson to help choose the product, the salesperson should choose two or three products that are most suitable for the customer, and introduce the performance and characteristics of the product to the customer in simple and plain words.When customers are dissatisfied with the products they see, they should quickly select other products and actively introduce them to customers.If the customer comes to the store deliberately, and the product happens to be sold out, the salesperson should contact the warehouse and the purchasing department to provide the customer with the product as much as possible.Once the product cannot be provided to the customer, the salesperson has two contingency methods: one is to leave the customer's contact information and notify the customer immediately when the store purchases the product; the other is to provide the customer with other retail stores that may sell the product , and give directions to the store.

Prohibited actions are as follows:

When taking out the goods, the movements are slow and orderly, and they are passed to the customers silently.

Due to the small amount purchased by the customer, the salesperson showed a disgusted attitude and rudely answered the questions raised by the customer.

When the store is temporarily out of stock, he tells the customer coldly that "the goods are sold out", and then ignores the customer.

How to give a wonderful description of the product

The salesperson is responsible for explaining the products according to the needs or questions of each customer.

When introducing products, you must be sincere and seek truth from facts, and you must not talk or exaggerate, otherwise it will cause distrust or disgust from customers.

The explanation should be based on the characteristics of the product factors that customers pay attention to, and the focus of appeals will change with different purchase objects.If it is also a toy, parents should introduce more benefits of toys to children's physical, mental and IQ cultivation. For children, the novelty and specificity of toys can be emphasized.

The explanation should be simple and concise, and avoid procrastination and lengthiness, which will weaken the effect of the explanation.At the same time, you should pay attention to the customer's expression during the introduction, and be ready to accept the customer's questions at any time.When the customer has a puzzled expression on his face, he should stop in time and explain again or further what the customer did not hear clearly, and he should not show an impatient attitude after a long time.

When explaining, you can clearly compare the difference between this product and other products, and increase the trust of customers.

How to induce and persuade customers

Customers will form a relatively complete impression of the product after the product is displayed and explained. If this impression is close to the customer's expectation, it is easy to generate a shopping desire.But at this time, customers often have complicated and subtle psychological conflicts due to reasons such as price, quality, performance, style or brand.These conflicts act as barriers to the smooth completion of transactions.At this time, the salesperson should carefully figure out the customer's psychology, listen carefully to the customer's statement, and sincerely answer the customer's questions to facilitate the transaction.

Customers can be euphemistically persuaded and guided according to their dissatisfaction with the product, so that they can change their views or shift their focus to the advantages of the product while ignoring the dissatisfaction, resulting in purchase behavior.For example, the price of the product is cheap, and when the customer expresses concern about the product out of the mentality of "cheap, no good product", the salesperson can explain: "Our policy is small profits but quick turnover. Although the price is not high, the quality is first-class. The products here Very popular with customers."

When customers focus on two or more products, the salesperson can gradually understand the customer's subconscious preferences through conversation or observation, and further persuade the customer's favorite product.The products that customers prefer are usually: the products that customers touch the most; the products that customers place on hand; the products that customers stare at for the longest time.

How to Seize the Opportunity and Make a Deal in Time
"Opportunity never to be lost, time never comes again", the moment when customers have the strongest desire to buy and are most eager to own the goods is the best opportunity to make a deal. If you miss this opportunity, you may lose a customer.Therefore, the salesperson should carefully observe the customer's expression, speech, and behavior, and grasp the best time.

When the best time comes, the customer will usually send a corresponding signal: after the customer has finished asking questions and no longer asks; when the customer asks for opinions from his peers; service and closing conditions.The salesperson should seize these opportunities and immediately promote the transaction.

1 The alternative questioning method

For example, asking: "Do you want to buy this one, or that one?" The chances of a deal will be higher if you ask this kind of question than "Do you want this one".

2 behavior facilitation method

For example, take out the packaging and prepare to pack the goods, and take out the invoice or payment voucher to fill in.

3 emotional facilitation method

Talk to customers with a sincere and sincere attitude, impress customers' hearts, and promote customers' shopping actions, for example: "This dress is really suitable for you, and the material is also good. What do you think?"

How to handle the closing procedures
1. Firm customer buying psychology
Affirm the other party's shopping choice, give appropriate appreciation and praise to the customer's wise choice, increase the joyful atmosphere after the transaction, and further strengthen the customer's confidence in the purchased product.

2. Wrap up goods
Wrap up the goods according to the needs of customers, and at the same time strive to be safe, firm, neat and beautiful, easy to carry, fast and appropriate.Salespersons are forbidden to bandage while chatting or looking away while bandaging.

3. Settlement and collection of payment

Take a look at the price tag before collecting payment, and quote the price once, so that customers can see and hear it, and make sure it is accurate.When receiving cash from customers, the amount received should also be reported, put into the cash register after the customer approves, and give the same amount of change.

4. Submit the product
Hand the product into the customer's hands, or help the customer put it in the bag.At the same time, recommend relevant products to customers according to the situation.

5. see off
Keep your eyes on customers, smile and say goodbye to customers politely: "Thank you, welcome to come again." Make customers stay in a harmonious and harmonious atmosphere from beginning to end, come with joy, return with satisfaction, and will be full of hope And joy to come again.

In large-scale stores, in order to let customers understand the overall layout of the store, quickly and quickly find the location of the target product, and solve the problems and questions of customers during the shopping process, an information desk should be set up with shopping guides or Mr. shopping guides.Its main responsibilities include: introduce the layout of the store, guide customers to the counter they want to go to, and act as a shopping consultant for customers when necessary; if the store lacks a certain product, accurately report the nearby stores that sell such products, and introduce customers to go there Purchase; help customers solve some emergencies.

How to deal with slow-moving goods
In order to increase the turnover of the store in the process of operation, retail stores often blindly pursue the enrichment of product mix. However, if it is not handled properly, it will often cause some products to be unsalable, which will affect the turnover of working capital, reduce performance, and hinder the appearance of the store. Reduce store benefits.Therefore, the effective and immediate handling of slow-moving goods is an extremely important issue for retailers.

1. Definition of unsalable goods

Existing products must be eliminated due to continuous poor sales (declining contribution to the company as a whole).

New alternatives have been launched on the market and manufacturers will also cease production.

Those who failed to introduce new products and became unsalable products.

Out of season items.

2. Ways to eliminate unsalable products

The handling of slow-moving goods should be discussed in three stages:

Before stocking

Strive for careful purchasing plan and prudent purchase attitude, which is the first prerequisite to eliminate unsalable products.Purchasing personnel and product developers should play the role of gatekeepers to prevent "potential" unsalable products from being put on the shelves.

After purchase

Once it is decided to introduce products to the store, the relevant personnel should fulfill the responsibility of "care" and pay attention to the turnover and inventory status of the products at any time, so as to identify the products that have become unsalable products in the store as soon as possible, so as to deal with them in time and reduce losses.

Aftermath
Commodities that are rated as unsalable should be dealt with immediately and decisively, and should not be ignored.The handling of slow-moving goods includes the following aspects:
First, a basic concept must be established, that is, slow-moving goods are not valuable commodities, and cannot even be called "commodities".Because even if these slow-moving products are placed in the mall, the sales efficiency cannot be improved; if you fail to make up your mind to deal with these slow-moving products as soon as possible, but instead hold the idea of ​​"making a fortune" or "must get back the capital", there will be a backlog More unsalable products may have bad consequences.

Second, the more effective way to deal with unsalable products is to act decisively and sell them at a reduced price to reduce possible losses.

Third, negotiating with the original supplier for a replacement (replacement of goods) is also a good way, but it is unlikely.

Therefore, in the whole process of dealing with unsalable goods, in addition to doing a good job in pre-prevention and in-process diagnosis and discovery, once unsalable goods are found, it is even more important to deal with the aftermath as soon as possible, so as to achieve smooth use of funds and beautification of shopping mall space more effectively. , rich merchandise display and maintain the image of the store, etc., and create other sales opportunities, increase operating profits, and make the store more prosperous and successful.

Second, the retail promotion method
What are the ways to promote

Promotion has been used for a long time, and different stores have different promotion strategies. If you can assess the situation, seize the opportunity, and add a good idea, you can achieve good results.

The promotion strategy of the store should be based on the general sales experience of the retail store and combined with the characteristics of the specialty store to highlight the characteristics of the store.

The promotion strategy of the store is a long-term uninterrupted marketing method, which can directly increase the sales of the store, and it is easy to gather popularity and increase the influence of the store.

The specific methods of promotion include: samples, coupons, cash discounts, special packaging, gifts, rewards, free trials, product guarantees, discount promotions, sales demonstrations and performances.

1 sample
Samples are goods provided free of charge to or for the use of customers.Samples can be delivered door-to-door, sent by mail, offered in-store, attached to other merchandise as a gift.

2 Coupons

A coupon is a piece of paper; the holder can use it to pay less when purchasing a specific product of his or her own.Some data show that more than 95% of small commodity companies in the United States have used the method of giving coupons, and 2/3 of American customers use coupons in their daily shopping activities.

3 pay cash discount

A cash discount is similar to a coupon, except that the discount occurs after the purchase rather than at the time of purchase at a retail store.After shopping, the customer will send a "shopping proof" provided by the store to the manufacturer, and the manufacturer will refund part of the purchase payment by mail.

4 special packages
Special offer packaging refers to the offering of goods to customers at a lower price than regular goods.This price is usually marked in a conspicuous position on the outer packaging.

5 giveaways
A gift is a product that is provided to customers at a lower price or free of charge to stimulate customers to buy a certain brand of goods.One is that there is a gift in the package, and the gift is attached to the package.The Quaker Oatmeal Company of America put $500 million worth of gold and silver coins in the packaging of its "Jenner Larsen" dog food.

6 Rewards
Incentives are when customers make a purchase that offers them the opportunity to receive items, cash, or travel.For example, the Jianlibao company provides customers with the opportunity to get cash by matching the pattern under the lid of the canned beverage with the pattern announced in the newspaper.

7 free trial
It refers to giving some customers an item to try for free in order to stimulate their interest in the brand.

8 Commodity Guarantee
As customers pay more and more attention to product quality, product guarantee is a very effective way of sales promotion.Especially for some high-tech durable goods, such as air conditioners, computers and other commodities, a warranty period should be promised, and if conditions permit, a certain period of replacement or free repair will be implemented, which will solve the worries of consumers.

9 discounts
The prices of the stores are relatively high, and the profit margin is also maintained at a relatively high level. A series of discount promotions are launched in a timely manner, and the effect is very obvious.It is especially attractive to those consumers who lack purchasing power and pursue famous brands and high-quality goods.

10Exhibition, trade fair

The United States holds an average of more than 5600 trade fairs each year, attracting about 8000 million customers.Participating operators can expect to gain the following benefits: such as opening up new sales channels, maintaining contact with customers, introducing new products, meeting new customers, selling more products to old customers, persuading and educating with printed materials, movies and audio-visual materials customer.For shops, this approach is attractive.

11 fashion show
Fashion show is a kind of three-dimensional explanation, using real people, light posture, elegant demeanor, and subtle expressions to achieve a persuasive effect.In particular, the texture of materials and the subtlety of colors are not easy to express in other ways, but it is possible through fashion shows.For boutique clothing stores, it is a good sales strategy.

What is "delivery"

1. Definition of Delivery
Delivery refers to the commercial behavior of an operator or enterprise to distribute products or trial products to a certain number of potential and/or target consumers free of charge within a specified time and space (area) in order to achieve a certain marketing goal. It is to improve consumers' objective feelings about their products or services, to emphasize consumers' sense of identity and participation in products/services, to stimulate repeated purchases, or to pursue a certain news effect.The products to be distributed are different from the gifts. The products to be distributed must be products produced by ourselves, and the gifts can be used either by our own products or other products that are not related to the products we operate. The main purpose of the gifts is to transfer value, while the distribution is Pursue a marketing purpose.The main characteristics of delivery are: targeted, expressed in physical form and free of charge. Compared with other promotional methods, it is more popular with consumers, and its management and control are relatively simple.

2. What products are suitable for delivery

The products distributed in the promotion strategy are usually divided into two types: hardware (substantial) products and software (experiential) products.

Hardware (substantial) products usually refer to the basic utility of the product, that is, the interests that consumers pursue after purchasing the product. They are products that can be actually felt and have objective material attributes. They also refer to consumer goods in the sense of the public, generally including small packages. There are three kinds of products, new product trial packs and on-site tasting products.When many companies launch new products, they are willing to give consumers small packages of products as a means to promote products and stimulate purchases. If it is food, they will directly take them to the store and ask customers to taste them directly.

Software (experiential) products generally refer to those "soft" products that do not have material attributes, and usually refer to service items, free consultation, information or software products provided by service providers, which belong to the category of service industry and information industry. Emphasis is on consumers' feeling and experience of using the services and information (software) provided.

Not all products are suitable for delivery to achieve marketing goals. In other words, there are certain conditions and restrictions for products suitable for delivery.What kind of products are suitable for using delivery as a promotion means, the following points must be considered when choosing:

product value

The main purpose of delivery is to increase the contact surface between products and consumers by means of free use. Therefore, the unit value of products suitable for delivery should not be too high, otherwise the economic pressure on manufacturers (organizers) will be too great, resulting in excessive delivery costs. high.For products with a small unit value, a high network density operation is generally adopted; for products with a relatively large unit value, manufacturers (organizers) usually use small packages to reduce unit costs, or use professional delivery channels, and design delivery levels The shorter the better, in order to pursue the right match, aim at the target consumer groups, and fully reflect the value for money.

size and weight

Products that are suitable for delivery will not cause great pressure on the links of communication, distribution, and circulation, and are suitable for people to carry, spread, or distribute by mail. Products that are not suitable for conventional circulation channels are usually in the form of coupons (coupons) and other forms Instead of physical products to expand the influence, consumers can get free services or products under certain conditions (specified time or place) with coupons. This method is often used in promotions in the catering industry.

Personality of delivered products

(End of this chapter)