"Seven Elements" Brand Single Store Performance Upgrade To Treasure

First, brand

The salesperson should have a clear understanding and understanding of his brand, brand positioning, personality, history, competitors, industry situation, target customers, etc., a customer guide who has no confidence in himself and is not familiar with it. How can the customers have confidence in the brand? It is found that many of the salesmen who did not give sufficient guidance to the salesmen were allowed to sell the pressure to the store manager. This is very irresponsible and a serious injury to the brand and sales.

Two, products

Shortage is a "sales killer", inventory regular inventory, sales forecast, store goods adjustment, broken code goods records, in any case, try to ensure the complete and quality of goods.

At the same time, you must be able to clearly know where goods are put, what codes they have, what colors they have, how much inventory they have left, and what kind of customers they are suitable for.

It is also necessary to know the products of each product, what products will be available in the near future, and which products are sluggish. The products are like ammunition during the war. If they do not understand them, they will soon be defeated by the market. FAB

The collation and cleaning of goods can allow you to do something in your spare time, and also keep the goods fresh and naturally attract customers.

All salespeople must be very clear: what are the characteristics of the main passenger flow in this district and the shopping mall? They are suitable for those goods with price, style, number, color and style.

This is conducive to selecting suitable products when ordering.

Three, display

Display of goods should be regularly updated and kept fresh, even if there are no customers entering the store for several days, such as a brand's "one day change is hanging, two days for display, three days for stores", some once a week or two weeks, not only give customers a sense of freshness, but also exercise staff collocation ability, and stores will not have a sense of "stagnation". Even if no customers touch, they should fold regularly, and tall and straight clothes can attract customers more than soft collapse.

Pendants should not be hung on single or more than 3 pieces.

The theme of the display will make the product look more dynamic, such as the ocean series and summer series. Coordination is very important, but remember that the protagonist must be a commodity. Through the display, the image, the bestseller and the slow-moving money can be promoted, but you have to understand what you are doing.

Four, personnel

Mature brands require customers to chat with customers, especially high-end positioning brands and commodities, stock, real estate, automobile, parenting, perfume, name list and so on. All knowledge related to the life chain of target customers must be known. Mature brands require all shopping guides to grow into shop level personas, shop managers are coaches, shop assistants are trained as store managers, not housekeepers; mature brand stores are familiar with customers' lifestyles and various nodes, as the slogan says: "we are all ladies and gentlemen, we serve ladies and gentlemen". Now that we have entered the sales line, we must be on the same line with your customers. Pay attention to the comprehensive quality of all members.

The salesperson is the biggest fortune of a store, and everything is for sale, and all sales are done by the guide.

We should be good at discovering, cultivating and retaining the shopping guide.

Attention should be given to all staff to maintain combat effectiveness and appeal. The heartfelt smile and willingness to serve can not be expressed in words, but customers can really feel it.

The manager should set an example and start from himself.

Attention should be paid to training a learning sales team. Headquarters should train store managers, shop assistants, train shop assistants, learn from each other, shop managers exchange training with other brand store managers, recommend service / sales books and websites, visit other brands, store sales experience and display, etc., and regularly conclude and enhance the experience through internal and external experience.

We should learn from each other and grow together instead of suspicions and dismantling, and remember to integrate rather than zero.

A good sales process allows everyone in your shop to do anything except the sales hours that customers receive at home. Other time, they need to use the process planning for their work, hygiene, display, try on, observe customers, customer phone calls, merchandise maintenance, sales report analysis, commodity / competition / industry knowledge learning and so on. Think about those miserable scenes of the cool guide salesmen. Chatting, sluggish eyes, numbness of expression, rigid service skills, rare customers to enter the door, seeing that you are scared to run out again, God, low income and even so boring, so there is a standardized flow chart in the KFC bathroom, and the shop manager can find time to learn. Set up a

Five, environment

Attention should be paid to the hygiene of the store, the cleanliness of the fitting room, the special feelings of the customers.

Wipe the dust with your hands every day. Do not put the bucket or broom in the fitting room. No cartons, plastic bags, etc. are allowed to be put in the business place, nor are there any food, drinks and personal belongings in the store.

When models are put on clothes for customers to try on, they should be wrapped in cloth models. This is a respect for customers and models, and also shows the professionalism of the brand.

Lighting, air conditioning, background music, and many things give shoppers a desire to shop. Details should not be ignored.

Making a customer a friend, letting him trust you, selling yourself is more important than selling products. For example, once customers come to the store, they can accurately call out his name or surname when he comes to the store second times, and his memory will let customers eliminate their guard and quickly draw close distance.

Another brand has just learned from Sweden: "Hello, I am * * * Chen Chen" instead of "welcome to * * *", obviously, when the customer called, "Xiao Chen, you come over" is closer than "Miss, let me see".

Infectious greetings, heartfelt smiles, kneeling places to help customers try on details will give customers a warm, cordial and honorable feeling. No doubt, letting commodity appreciation will help sales promotion.

Many stores do not even come to the shops. The mature brands not only provide water for shops, provide free goods maintenance, but also provide ice water in summer. Customers like to drink coffee, black tea and scented tea as long as the salesmen register once. When customers come again, he can enjoy this special treatment. One or two yuan a drink does not know how many people have bought.

Service awareness is more important than sales major. Service awareness and smile can make up for professional deficiencies, because many customers know better than us, but professional knowledge of goods can not make up for the lack of services.

Give customers time and space, observe and see, remember that distance brings beauty, should not be too close or too far away, too close to customers can not enjoy their pleasure to appreciate the selection, too far away and can not enjoy your warm service, this "degree" must be summed up through experience, and must be done by every salesperson.

In addition to striving for the support of advertising resources, we can also consider other ways, such as "opening three tones", which can attract customers' attention, enhance brand awareness and enhance morale.

Fishing is not as good as raising fish, so expanding the VIP cardinal number continuously is what every brand is doing. There is no shortage of your quasi VIP customers in the market. The key is who has done it and how far it has been done.

If a brand executes the "333" VIP loyalty program, three days after the merchandise is sold out, the visit will be revisited, reconfirmed after three weeks, and reminded again after three months.

Striving for some resources from shopping malls, such as shopping malls VIP data DM mail, shopping arcade, peripheral POP, all previous promotion advertising layout, recruitment for generations, training for generations, etc.

These resources need not be used without any need, but how much they can use is the ability of the store manager. Therefore, for the brand, besides the regional managers should focus on the relationship with the shopping malls, the store manager must also assume the role of bridge between the brand and the shopping malls.

Increasing the frequency of customers coming to stores can be achieved through regular maintenance of commodities, knowledge training, upgrading of VIP cards, Birthday Ceremony of customers, listing of new products, and season changing ceremony.

We should encourage customers to try and see more if they delay their time. This may enable many customers to buy more than one item at a time, providing customers with tea, magazines, accompanying customers and their partners to chat.

Growth strategy: weekday customer relationship maintenance will help store sales at a crucial stage.

If the sales task is not completed, the loyal customers' orders may bring together many potential customers who are usually shopping from future stores. The name of the shopping mall is also a platform for customers, especially the foreign customers, to increase their buying opportunities.

To ensure that sales promotion is conducted without damaging the brand image, it is necessary to separate from the price store and set up a special sales promotion. The goods are best off season, broken code, and goods in previous years. The price is lowered to a low level once, and goods and prices should not be tangled up with the price stores. It is easy to form a "cannibalism" situation.