What Is The Core Of Terminal Store Management?

This seems to be a very open question. Actually, in my eyes, this is not an open topic. On the contrary, the author thinks it is a closed question. I believe, indeed, for this question, one hundred people will have one hundred answers, and they do not exist in the so-called standard answers, but the author says this is a closed question, which is relative to the author himself, and I think this is only one answer. Perhaps, some people think that the core of the terminal store performance is the location of the storefront, and some people think that it is the decoration image of the shop. Of course, some people think that the core of the terminal store is the product, etc. the so-called "benevolence" and "intelligence" are once again reflected. However, as the core of the terminal store, the answer is only one answer. So, what is the answer of the author? Why is the author so "determined"?

　　 First In my opinion, the core of terminal stores is people.

Yes, people are the core of terminal stores! This is the only answer I believe.

Why do I think so?

If the terminal store core is the storefront location, then if the brand in the store does not rank in the top three or the top ten, how can the brand survive? Is every store only the top ten brand? The author does not deny that the store location determines the large part of the sales source of the terminal store in the terminal market all the year round, but the location of the terminal store is definitely not the core of the storefront. To get a good store location in the store is definitely a multiplier for absolute sales, but absolutely not the core of the entire storefront's sales source. Let me give you an example: Shang pin home furnished in Dongbao mansion in Guangzhou has its own direct store, and Dongbao building is not a traditional furniture store. It is an office center, a store with no custom furniture. However, the sale of goods in Dongbao mansion has already achieved billions of sales. It has nothing to do with the location. Of course, Shang pin has its own special mode, can only be used as a case to talk about, but does it not exist universally? As long as we seriously visit in the terminal market, we should understand that many shops are not located on the main road, but sales performance is still good! It is not inferior to the top three brands. Therefore, the author said that the store location is not the core of the store.

Well, Storefront Is the core of the store image?

The author thinks that the image of a store is like a person. If your appearance is well dressed, it will give you the effect of adding extra points to your communication. However, it is not the case that you dress up appropriately. It is the two concept. This is the concept of "bonus points". It can not be equated with a fixed transaction. This is why many stores need beautiful women or handsome men to purchase. This is a bonus.

Let's see if the core of terminal store will be a product. The complaints that the author often hear at the end is that our products are inferior to others and our prices are more expensive than others. The product factor is definitely one of the reasons for the poor sales of products, but it is really not the only thing. If the shopping guide says that his product is not good, has he ever thought about how to tell my bad products well? I believe that as long as the brand products are sold, the difference will not be bad. Even if they are inferior to the shops on the street, many brands of the shops on the street also sell well. The reason is the same. That is, if you first change your mindset about your products, you never like them! This is the core content we want to talk about today. The core of the terminal store is people!

Because it is difficult for you to change the location of the storefront. For the location of the main road of the good lot, you can get it without your money. For the quality of the product, you can change it without changing it. For the shop exhibition hall, you can reload it without reloading it immediately. So what can be changed and what can be changed quickly?

　 The answer is very obvious -- man!

Only the human mind can change quickly, only human behavior can change quickly.

Therefore, when I work in an enterprise, I often mention the pet phrase with my colleagues that it is more practical and faster to complain than solve problems.

Returning to our theme today, why do I say that talents are the core of terminal stores?

In addition to what I mentioned above, only people can change quickly, the most important reason is that we need the core analysis, what is the source of sales performance? Noncommittal, all sales achievements come from people! All the promotion of stores also comes from people! So, our new problems arise, we all know from people, the question is how to do it, so that people can be more active and enhance their skills.

Here, the author emphasizes 1 key words, which is a word to support the core of the store, and also the core key word for storefront personnel to actively stimulate the store.

　 Key words: Store Manager

Energy, when the sales performance is bad, the status of the entire storefront will be in the doldrums. However, once the state of personnel is in the doldrums and not being mobilized in time, it will form a vicious circle of store sales, because the state of your store personnel is completely out of the sales state. Even if there are customers, what can they do? Can they still get the customers? A guided sale of terminal sales will understand that a person's status has an absolute relationship with the transaction, and if long-term customers get into the shop, their enthusiasm will surely drop. Every new store is very difficult at the beginning, especially after entering the market, because you haven't had a repeat customer, you don't have any old customers. It's time and cost to open the market completely.

What is the way to solve the vicious circle of stores?

It's a person! It's a storefront manager or store manager!

This is why the author says that the core of terminal stores is people.

Basically, in the terminal store, you see a good storefront, a shop with good sales performance, basically there is only one reason, that is, the shop manager is very fierce. What we mean here is a saying that we most commonly praise a person's ability. (of course, the premise of our statement is ignoring the boss factor).

that Shopowner How can it be reflected? I believe that a shop manager is strong in 2 points:

The first point will be momentum.

Especially for the new store, the staff are basically regrouped, everyone comes from different brands, and some are recruited recently. This time, personnel training is particularly important. If you want these people to do something every day, they will feel "progress" every day, which requires the manager to distribute their work reasonably and make good use of their free time. Based on these 2 points, you need to keep the storefront constantly rising and let your employees have enthusiasm every day. Everyone has a different mood every day, but you have to go through the storefront's behavior all the time, so that when they arrive at the store, they will be able to carry out the sales status, instead of laziness, depression, sighing and sighing. If this team fails to fight, they have already lost. If the store manager lets the shop staff have time to play stealing vegetables and play QQ games, then the store manager's ability to create is very scarce.

Therefore, if a store manager wants to be successful, it is a reasonable allocation of store work and a reasonable distribution of work. The best embodiment is the 2 meeting of the store, morning and evening meetings. Morning meeting is the starting point for a team to start work. How to motivate their fighting spirit and how to make the team devote all their energies into fighting at this time is particularly important. By setting up some links, they can find happiness in entertainment, and entertain them instead of the traditional ones. In 2013, when I was living at home, I worked with manager Xie Xie, who set up a "family recognition link" at the Changsha home camp experience hall. In addition, there are "blind people touching the cabinet" link, can really guide the purchase of their products familiar, memorable, and so on! Therefore, there are many ways to arouse the enthusiasm of employees. The store manager must work hard at the morning meeting, and think more about how to motivate the employees' enthusiasm for the day.

　　另外，造成核心表現就是信息的傳播，特別是在互聯網發達的今天，正確的信息傳播尤為重要，做為店長必須善于傳播正能量信息，所謂的正能量不是天天打雞血，搞雞湯這些，而是傳播公司的利好消息，善于表揚團隊，表揚個體，每一個人都有上進和自尊，說白了就是精神的虛榮感，利好信息的傳播能讓整個店面在不斷的提升勢能!比如，某某通過勤奮跟單，拿下某某小區某某客戶的訂單，再比如，某某通過自己勤奮，快速掌握對產品的銷售賣點，等等!要抓住員工的某一點閃光點不斷放大，讓他們看到自己進步，讓他們覺得自己努力下去，一定行!讓他們看見公司不斷的改變，不斷的捷報頻傳!這樣的信息傳播會讓店面起到意想不到的效果!勢能大大增強!

In addition, the evening meeting is a summary of a person's learning and harvest. Whether it can make the evening really play a role is the embodiment of the store manager's ability, because the evening party will be related to the summary of the tasks completed on that day, and the sharing of the methods is the harvest time, and also the arrangement time for the next day's work. If the evening does not work, the store's potential energy will not be built up. It will become a shop assistant's complaints. The reason why they fail to take orders is that they are expensive or not. On the contrary, if it is well done, it will become a lot of problems that employees find themselves unable to meet, and they need to improve their schedule for second days.

　　當然，店面的空閑時間這是一個相對的說法，嚴格意義上來說，店面是不存在空閑的時間，只存在安排不安排工作的問題，員工需要中途休息這些無可厚非，但是如果在沒有客戶進店的情況下，就得變通利用這些時間，根據實際情況，如果是新手，接單能力還不行，那么趕緊安排抓緊時間實操對練，如果店面員工是老員工，接單能力還不錯，那么，要考慮的就是如果通過方法找到意向客戶了!【(這里找客戶的方法和店長打造店面勢能方法就不展開細講，有興趣的讀者請關注林若海新書《全新定制終端銷售模式》暫未出版，可先關注個人微信;linruohai033)當然也有可能不出版!】唯一不能做的，就是讓店員空閑玩手機等待客戶!否則就會形成以上所說的銷售惡性循環!

Second points, venue (storefront atmosphere)

Stores can not always come to people, this is not a hospital, nor a supermarket, every day is full! Especially the custom home stores, customer traffic is relatively small, so in the store, how do you let customers from outside to see when you feel more popular than other stores, how to make customers feel that your shop staff is very busy? Why do we need to do this? Because Chinese people like to follow blindly, just like we look at restaurants.