Reasons for poor performance 1. There are not many potential customers at hand.
(1) I don't know where to open a potential customer;
(2) Who is the potential customer has not been identified;
Because developing potential customers is a time-consuming and labor-intensive job, some salesmen are unwilling to develop potential customers and are only satisfied with dealing with existing customers, which is a suicidal practice. Because now customers often leave you for various reasons,
In this way, if the salesman can't constantly develop new customers to supplement the lost customers, then after 4-7 years, the number of customers in the hands of the salesman will become zero.
Sales management summary: self-confidence is the foundation, and the number of visits will determine.
There are many complaints and excuses.
Salespeople with poor performance often complain and have many excuses. They often attribute the causes of failure to objective aspects, such as conditions, the other party and others, and never review their responsibility for failure from subjective aspects. They often mention complaints and excuses, such as: "This is the wrong policy of our company." Our company's products, quality and terms of trade are not as good as our competitors. "
Sales management summary: no reason, no excuse, just talk about methods!
3. Strong dependence.
Salespeople with poor performance always put forward various requirements for the company, such as raising the basic salary, travel expenses, overtime pay and so on. And often compare with other companies "how high is the company's basic salary" and "how good is the company's welfare". People with this tendency are not qualified to be an excellent salesperson.
Sales management summary: be independent, dare to try and make mistakes, and start again!
4. Have no pride in work.
Excellent salespeople are very proud of their work, and they work hard on their business as a career. How can a salesman who lacks self-confidence get good grades?
Sales management summary: Everything I do is worthy of pride, because a little progress every day is success!
5. Don't keep your promise.
Although some salesmen can say good things, their performance is not good. They have a common shortcoming, that is, they are not trustworthy. I forgot my promise to customers yesterday. The most important thing for a salesman is to pay attention to credit, and the most powerful weapon to gain the trust of customers is to keep promises.
Sales management summary: don't make promises indiscriminately, but do what you say.
6. Give up halfway.
The problem with poor salesmen is that they get discouraged easily. Business is a marathon, and you can't succeed on impulse. Only by giving up the belief of success and pursuing persistently can we achieve our goal.
Sales management summary: adhere to the combination of good methods, the world has its own justice, pay will be rewarded!
7. Not paying enough attention to customers.
The key to sales success lies in whether the salesman can grasp the customer's heart. If he is not good at observing words and deeds, the business will certainly not close. Salespeople should not only understand the subtle psychology of customers, but also take action to choose the right time. This requires knowing the customer's situation like the back of your hand!
Sales management summary: those salespeople who don't care about customers can't grasp and create opportunities. Customers are your parents, how can you not pay attention to them?
How to improve performance 1. flow of passengers
The so-called passenger flow refers to the number of people who pass by the store in a certain period of time based on the store address, and this number belongs to our target consumer group. It should be specially reminded here that passenger flow is different from people flow, and refers to customers who do not belong to our target consumption.
The influencing factors of passenger flow generally include: weather, location, promotion, activities, etc.
Lifting method:
1. Make a pivot table according to the daily sales receipt, directly determine the peak and low periods of sales performance, and find out why there are peak and low periods. Then according to this trend, different marketing strategies are made at different stages.
2. Every season, the store should make an activity theme and publicize it in a conspicuous position at the door (for example, window, throwing tables, etc.). ) to increase passenger flow.
Second, the rate of entering the store.
The so-called store entry refers to the total number of people entering the store, and the store entry rate = number of people entering the store/passenger flow _ 100%. The rate of entering the store can directly reflect the atmosphere of the store. If it is well built, the rate of entering the store will be higher, and if it is built in a normal place, the rate of entering the store will be lower.
Influencing factors: brand influence, store image, store atmosphere, window, gold display area.
Lifting method:
1, store lighting adjustment, some stores will turn off some lights because of the boss's "increasing revenue and reducing expenditure". It is suggested not to turn off the lights in the store even if there are no guests, which will give customers a bad shopping atmosphere.
2, the color control of the store, this aspect is mainly adjusted by the display, when doing the display, there must be a theme and main color.
Third, the experience rate
The so-called experience rate is the probability that customers experience products in the store, and the experience rate = the number of people who experience/the total number of people who enter the store.
Influencing factors: sales skills, presentation, service, etc.
Lifting method:
1. According to the sales situation in this region, the products (price, performance, appearance, etc. ) products suitable for local consumers will be displayed to enhance customers' interest.
2. By improving employees' sales skills, when there are marketing activities in the store, make a short and effective sales phrase, so that employees can enhance customers' desire to experience products through this sentence.
3. Keep telling employees that we must enhance customers' desire to experience products, because the experience rate determines the purchase rate, so that sales staff can actively and enthusiastically guide and encourage customers to experience products.
Fourth, the transaction rate.
The so-called clinch a deal rate is the proportion of clinch a deal, clinch a deal rate = clinch a deal number/into the store number.
Influencing factors: sales skills, employees' familiarity with products, marketing plan, etc.
Lifting method:
1. Employees should be fully familiar with products, be able to do a good job in sales according to the service flow required during training, and handle the objections raised by sales staff and customers.
2. Strengthen the training of new employees. As a store, the store manager should give short training to employees every week, the regional manager should train the managers in his own area every month, and the whole sales system should be fully trained every quarter.
3. For the marketing activities issued by the company, the manager must organize the members in the store to study and ensure that everyone can fully understand the whole marketing activities. In the process of sales, marketing activities can be properly used to improve the transaction rate.
Fifth, even the single rate
The ratio of the number of customers who buy two or more commodities to the total number of transactions in the statistical time, and the ratio of the number of customers who buy two or more commodities = the number of people who consume two or more commodities/the total number of transactions.
Influencing factors: sales staff's cognition of extra promotion, store display, etc.
Lifting method:
1. When displaying in the store, pay attention to the collocation display, so that the sales staff can carry out additional promotion in time and effectively; Set up an accessory display area near the cashier to facilitate the extra promotion of the cashier industry; At the same time, in areas where customers stay for a relatively long time, such as rest areas, additional exhibitions can be made.
Sixth, the rate of return
The so-called return rate refers to the proportion of customers spending again in the store. Through this data, we can intuitively reflect the composition of store performance. Now many companies are advocating VIP. If a store attaches importance to the development of VIP, the return rate will generally be high.
Influencing factors: after-sales service of sales staff, store location, etc.
Promotion method:
1, after-sales service must be serious and responsible, with a good attitude, actively solve customer problems and establish a good brand image.
2. Send activity information to old customers on holidays and promotion days.
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