How To Break The Sales Of Brand Stores

　　 1., we must highlight the taste of manufacturers and dilute the intermediaries.

From the consumer's mindset, consumers always like to take the goods directly to the manufacturer when shopping. They think this is the most authentic and the price is the most fair. However, when there are middlemen involved, they feel that there is a price increase in the middle, the price is not favorable enough, or the goods are not reliable enough. In order to cater to the psychology of consumers, I try to emphasize the taste of the manufacturers in the layout of the stores, and weaken the traces of middlemen. In particular, some details of the service, for example, the staff wearing the same uniform as the manufacturer, wearing the same badges as the manufacturer, all the documents and office supplies are marked with the manufacturer's logo, and even the letter paper envelopes used are transferred from the manufacturers. The books on the shelves are placed in the internal journals of the manufacturers, and display through such details to create a store for the consumers directly under the manufacturer. Impression.

　　 Two Exclusive shop To create a production related atmosphere

Since it is the exclusive shop of the manufacturer, in order to increase the authenticity, it is necessary to create an atmosphere related to production, especially to enhance the production process of product characteristics. For example, the author posted on the wall the brewing process, storage features and related cultural materials of the liquor brand, and scrolls the promotional videos of enterprises, highlighting the production process of the products, making charts and models in a popular and intuitive way, so that consumers can see and feel them intuitively.

　　 Three service Is the key

In order to maintain market stability and the interests of other downstream customers, enterprises do not offer much discount to the franchised stores, and there is nothing special about the gifts. Then, only the service is promoted. No matter the passers-by who come in on the road (though they are spectators, they will indirectly affect other consumers), but also consumers who are in the state of information collection. Maintain a consistent service attitude, as a warm, thoughtful, patient and careful.

In this regard, the training of employees' service consciousness is very important. Because of the influence of cultural factors, many people think that serving others is inferior to others in their bones. Especially in some parts of North China, their sense of service has been relatively poor. From subjective to objective, it is difficult for employees to maintain good service at all times. Many times, employees' sense of service is superficial and unsustainable. The boss is doing better. If the boss is not there, it may be greatly reduced. Unless the boss stares at the store every day, it can not guarantee the continuity and consistency of service quality. In order to ensure the quality of service, store personnel can not simply call the existing business people, but to re select from the outside, use excellent staff to promote the atmosphere of exclusive stores, and also put pressure on the old staff in the formulation of remuneration.

As the service consciousness of employees, it is necessary to form the habit of serving customers. When facing customers, they can make habitual expressions of appropriate attitude and language. However, it is simple to train employees' sense of service and make them form habits, but without five or six years of training and training, they will not be able to come down. From the employer's point of view, the cost of training and training is relatively high, and whether it is worth it is often doubted. There is a shortcut to learn from it. Distributors can directly recruit employees who have such a good sense of service, such as hotel staff. As we all know, the service industry's benchmark is the hotel industry. The hotel has repeatedly stressed that the service is two words. From the day the staff entered the hotel, they had been emphasizing the sense of "service". Over the past few years, the sense of service of hotel staff has been more thorough. To some extent, it has formed a habit, habit consciousness and behavior. Employees who have the service consciousness foundation have entered into the enterprise, the cost of transformation is low, the acceptance of the service concept is high, and the execution is much smoother.

Good service attitude is the best way to establish word of mouth, and the author also pays special service fees to the staff of the store. Additional financial support is provided for this service issue. Judging from the actual effect, this method is very effective. To tie the service with the job, it is proper for the staff to strengthen their sense of service. The service needs the staff to mobilize the sentiment, this arouses the sentiment to the staff is a kind of payment, as the boss, must consider to give the staff this kind of payment to give the certain degree economic reward. The author set up a special allowance for quality service. As an employee, since there is an extra allowance for the service, it is natural to pay attention to the service attitude and consciousness.

If the employee wants to do a good job in the exclusive store, the dealer boss first completes the service work to the staff. Employees are the first customers of an enterprise. If they want their employees to serve their customers well, the boss must first serve their employees well. From the perspective of life, from the emotional point of view, from the perspective of career development, this service consciousness needs to be embodied. If employees feel the service themselves, they will have a better understanding of what is service and what service can bring.

　 4. combine to grow bigger

The exclusive store is only a store. Its influence and ability are limited. If you want to expand your business, you must learn to cooperate, find partners who have no competition with you, cooperate with them, and jointly develop consumers. For example, we should make joint promotions with some well-known brands, and use their channels and customer resources to get close to the common consumers and expand the market influence through joint profits, bundled sales and public relations activities.

　 5. get out of the shop. Active marketing

Shops are fixed. It is impossible for all consumers to enter our store. Moreover, we can not sit in the store and wait for customers to come. We have to find ways to go out and take the initiative to contact consumers. The author's approach is to enter the community, the selected community has two types, one is a large enterprise large unit centralized residential area, the other is a local high grade residential area. The residents of these two residential areas have better consumption ability, low price sensitivity, more value for services and brands, and are the main consumers of specialty stores. Through free tasting, giving, product display, public relations activities and other forms, and target consumer groups full contact, pass the brand and store characteristics and image. The author's experience, in a non-commercial environment, and consumers to communicate more relaxed and easy, it is easy to win the favor of consumers. Customers who develop through such activities are also relatively stable.

The above are some soft skills to do a good job in a franchised store. Of course, it is necessary to do a good job in the store, site selection, decoration, capital and other hardware. But once it works, the role of soft Kung Fu is very important, and the space and potential are greater. It also tests the wisdom and ability of the salesman.