A few days ago, I was ordered to take over a store that has been in business for less than half a year, and it is quite famous. It has branches in major cities all over the country. It should have developed well, but the store was on the verge of bankruptcy and the manager left. It was both an opportunity and a challenge for the pig teacher at that time.
The staff of this old shop is like this:
Private education for 8 people
Member 1 person
Clean 2 people
Front desk 2 people
Finance 1 person
There are less than 2,000 square meters of gyms with personal education, but only 1 members really bring achievements. There are two customers in the customer service department. The problems caused by these phenomena are: under the traditional sales model of mass fitness and 1 to 1 private education, the membership status in the past year is like this, and the daily activity of 500 members is only 90 people/day.
At the same time, due to the above situation, there are many bad behaviors in the store:
Private tutors cancel classes secretly without attending classes.
Small teams are seriously divided.
It is very Buddhist for the clerk to stay in the shop.
Lack of private education specialty
And what are the reasons for these problems?
No matter from the perspective of personnel or members, in fact, in the final analysis, there is a problem with the business model of the store, which is mainly manifested in the following aspects:
1, product model: expensive personal education and monotonous fitness card complement each other.
2. Sales model: the price reduction activity continues, and new members are quickly tapped, which can't serve well and can't drive repeated consumption such as private education.
3. Operation mode: Performance appraisal is the only standard, so there is no time for course polishing.
4. Profit model: single and exhausted cash flow.
It is easier to conquer a country than to defend it. In fact, these problems can be traced back to the interests of each member:
Company: pursuing high performance and ignoring the benign development of enterprises.
Investors: Pursuing quick cash flow, ignoring profits.
Manager: Pursuing short-term performance while ignoring the long-term operation of the club.
Other members: pursuing high sales commission and neglecting service quality.
In this way, although this old shop has obtained cash flow in a short time, it cannot develop healthily for a long time. Because in order to get the commission of cash flow data, the market is overdrawn in advance, which affects the user relationship and causes the burden of employees' later tasks. Usually, they will face bankruptcy in a year or two.
So how to solve these problems?
1. Recruitment: set up a sales team and personally train the market.
The number of members of the membership department increased from 1 to 3, which ensured that the company's performance team had soldiers. (However, it is not easy to recruit people in third-and fourth-tier cities. How can I recruit people? )
2. Cancel the manager and implement the ministerial system.
3. Optimize customer service cleaning staff and determine a new assessment mechanism.
From three to two, and finally 1 aunt tube. In this way, aunt cleaning not only got a considerable salary, but also saved the company's money, and it was more convenient to manage the responsibility to people.
4. Redesign the card type.
Cancel the sales of short-term cards and ultra-long-term cards, which is convenient for sales, and it is also convenient for private education to sell classes, and at the same time increase performance.
5. Increase the theme activities of members.
A variety of membership activities have greatly mobilized the enthusiasm of members, and the daily attendance rate of members has been greatly improved.
6. Formulate new rules and regulations
The original rules and regulations of nearly one page have become four pages, which makes employees feel relaxed and easy to manage, and everyone is happy. Including: no party after work, once a month; Wear work clothes during working hours; You can't play mobile phones from 6 pm to 9 pm; Normal punching, etc. ;
7, the new salary commission, bonus assessment system
In addition to setting monthly, quarterly and annual goals, we also set sprint goals, which can be calculated cumulatively. With the optimized reward and punishment system, employees' confidence has increased and the pressure on performance has been reduced to some extent.
8. Increase internal training and polish products.
With the re-establishment of the sales system of private education, private education teachers have more time to improve their own courses, research and develop group courses and one-time fee courses, effectively reducing the loss of members who can't afford private education and can't exercise, and also increasing a considerable income for coaches.
Under this series of reform measures, the operation of this old shop has been greatly improved. The employee turnover rate has also become very low, the performance has improved obviously, and everything is developing in a good direction!
However, we will find that the above was applicable a few years ago, but in today's internet age, it is very difficult to really do a good job in a community. Here are two secrets to share with you:
Cultivate employees' boss thinking and give feasible management strategies.
Everyone thinks about their work from three aspects: right, responsibility and benefit, teaches employees how to recruit people to form their own business teams, and gives them recruitment incentives and long-term economic support methods after forming teams, so that individuals can run their own teams.
For investors, don't care too much about the size of the space. You should deeply understand that the product covers the surrounding users and use time to eliminate space. This can not only reduce the initial investment cost, but also reduce the risk rate.
If you understand these three concepts and have ideas, please buy me a drink and I'll have a long talk with you.