Nothing in life is impossible.
On a street, your store is only 100 meters away from the competitor's store. Your store has the same area and has been open for the same number of years, but your competitors seem to be crowded every day, while your store is crowded. Why?
Why is his shop more crowded than yours?
Why is his store sales higher than yours?
Why does he earn more than you?
Why do customers always look at the sky when they pass by your store?
Is his shop image better than mine?
Is his variety of goods richer than mine?
Is his customer service better than mine?
……
(For example, when I went to a store in Yuli County to sell tens of thousands of dollars, a group of bosses were playing cards in the corridor behind the store, and there was no business. From morning till night, even a shop five times as big as this one has no business. Another example is Awati, which sells for more than 3,000 yuan a day, but many stores are closed ... There are many examples. Is it really "nobody" and "is business bad?" )
Why is your shop business deserted, while others' shops are overcrowded? When customers buy and consume, they judge and choose according to their final feelings. Choose whoever feels good.
Therefore, in order for a customer to decide to come to our store for consumption, he must satisfy these feelings:
1, feeling that there is just the product he wants in the store; There are many kinds. Once, a friend of mine made a first-line bra and decorated the shop. In our Xinjiang dialect, that store is "exhibiting". I sold 10 million in the previous month, and it was filled with things that I thought would increase sales a lot. It turned out to be a lot. Finally, I felt that it was wrong. The previous goods were all "rich". As a result, the business is back. This is a case in southern Xinjiang.
2. I feel that if I buy it here, it will be cost-effective, good in quality and reasonable in price, and I feel very valuable every time I spend it; Selling products sells value. Will it really sell goods? Let me give you an example. Because some people were not convinced, I took three kinds of products at random in your store. Please explain the selling points to me, point to the goods and tell me the selling points of fabrics, designs and functions. Can you give me a quick answer? Can your shopping guide say it? When no one is there, shout no one. Can you find someone coming? Still in the "natural sales" mode? What are you doing when no one is around? Playing mobile phones and computers, you can't recite product knowledge ... As a boss, you invest hundreds of thousands just to sit there and watch a movie? What a luxury! As a shop assistant, what are you doing here? You are shouting for a raise every day. As the saying goes, "no pains, no gains, so stand." Why should I give you a raise?
3. I feel that my storefront image is good, all aspects are very professional, safe and worthy of his trust; Is this a professional or a professional? If you want to make money in an industry, you must be professional first. A salesperson's confidence comes from his major.
I feel particularly comfortable, relaxed and fun shopping in my store. I just like it anyway. Case: We have a shop in northern Xinjiang. A customer came and wanted to buy a red scarf. As a result, we don't have it for the time being, and we are leaving. At this moment, the boss greeted us and said, "Sister, I just bought a tea set and some good tea. Please come upstairs and have a taste. " Women like tall people, so they go upstairs. Sure enough, high-end tea sets and delicious new tea were drunk for a while, boss. (Opportunity came), I walked into the fitting room, put on my body suit, changed my bra, and my figure changed immediately. The customers liked it very much, so the boss said, "Sister, we are new here. We have pants and coats. You look so beautiful in your health suit. Come, put on your coat and have a look. " So I took pants and coats, and the customers put them on ... you know the result! If a woman likes something, she won't take it off again. As a result, she bought it all, 5900 yuan! When I went out, I said, "Thank you!" Look, this is sales.
And if the customer wants to have more feelings about the store, it is necessary to highlight the comparative power of the store in the store he contacts.
There are mainly the following comparative forces:
Image contrast. The storefront is eye-catching, the lighting in the store is good (many people actually say to save lighting), the environment is clean and tidy, the products are displayed in an orderly manner, the employee image and smile are good, and it looks temperament and professional, which is better than other stores; Looks are not important, what matters is your smile and your happy mood, which is ten times faster than language.
Commodity comparison. I have all the products that customers want. The products in my store are more or better than those in other stores, and the choice can be satisfied at any time.
One advantage is that customers always feel good after buying it;
The assistant in the shop next door clings to the customer like candy, which makes her very angry. In my shop, customers feel relaxed, enthusiastic, professional and considerate.
Customers have a good impression of our store and a good reputation.
Why don't customers come into the store?
The boss certainly wants passers-by to enter the store. But there are some factors in front of the store that have been preventing passers-by from entering the store. The boss may not care about these obstacles or take them seriously.
1, there is water at the door.
There is a drop of water on it.
The air conditioner blows too hard and the temperature in the shop is too low.
4. Cleaning products are placed at the door, and some are placed in the fitting room.
5. The store is dimly lit, "saving money"
6. I was drunk because there was a smell in the shop.
7. Don't put chairs in front of the shop.
8. Small advertisement on the front wall of the store.
Study it carefully. Why is your shop unpopular? In addition to the above business details, there are some more important issues that need to be sorted out systematically. This can't be decided by the boss sitting in the shop and patting his head. For investigation, please refer to the following standards and methods:
Store hardware self-check
1. Check whether the signboard of the store is blocked by branches and other things. If it is covered, try to remove branches and other things. The exposure of the store should be no less than 50%. Many people may not have thought about this question.
2. Check the door head, replace and clean it regularly.
3. Check the distance from the mainstream line to the store. If it exceeds 5 meters, it is necessary to set up publicity booths and decorative arrangements outside the store to attract customers.
4. Check whether the publicity outside the store is vivid and whether the posting is standardized. Do not meet the requirements, should be re posted; If there is still some publicity space available, it is necessary to increase publicity items outside the store to maximize the publicity effect outside the store. I sometimes go around the county, and there are empty advertising spaces in front of many shops, all of which are graffiti. Can't you see what to apply for a license, treat andrology, I love you who ...
5. Check the lighting in the store. If it is lower than 100LUX, the lighting configuration should be strengthened during the day or at night. If all the lights are too dazzling after being turned on during the day, it is necessary to regroup the lights and set different switches.
6. Check whether the P0P layout in the store is in place. If not, the following measures should be taken:
A. add POP in the store;
B post POP in places that can stimulate consumers' desire to buy, including fitting room layout.
C. Remove worn-out, defiled and expired promotional items.
7, check the music equipment and playback effect. If the speaker is not placed properly, the position should be readjusted; Don't play too loud music in the shop, it will drive away customers, play some light music in the morning, and don't start rock and roll as soon as you come. Pop music will reduce the vibration frequency and break your feng shui.
8. Check the utilization of shopping mall space. If the store has a channel with a width of more than 2.5 meters, or a non-channel space with a width of more than 3 square meters, it is necessary to consider adding shelves, promotional vehicles or piles.
market survey
This question will determine the positioning of your store. According to the location of the store, such as community stores, business districts, etc., we need to understand the flow structure at the door of the store. So you can adjust the goods properly. To open a store well, the most important thing is the positioning of the target customer base, grasping the high, medium and low end, and finally no one can catch it. Many times, it seems that the market is very big, but in fact the market is very small.
This problem is usually considered before site selection or opening, but if the business has been worse than competitors, it is necessary to consider whether the store positioning is inappropriate. In other words, there is something wrong with your target customer orientation.
Customer survey and research
1, count the number of customers passing by the store and the number of customers entering the store every day, and calculate the rate of entering the store; Then walk around in front of your house and see what attracts you into the store. You may find something important.
2. Customer survey, asking customers the reasons for entering the store: convenience, material benefit, fashion, new style, quality, grade, service, after-sales, etc. To understand the influence of our store (brand) in the hearts of local people.
3. How many old customers are there? That is, the return rate. How many customers are there in the store? If not, then work harder in this area, and it must be less investment and quick results. Our company has done a good job in this respect.
4. How many people still don't know what your house sells? If more than 50% customers walking on nearby roads don't know that there is a store like yours here, they should add some audio equipment or publicity piles outside the store, or increase publicity to enhance the image awareness of the store.
5. If a certain range of individual consumers stop patronizing once in the store, it is necessary to carry out targeted rectification.
In-store merchandise analysis
1. Is the product positioning of the store correct? Is it suitable for customers' purchasing needs?
This can be calculated by the ratio of the number of customers entering the store to the transaction. A high ratio means that the product should be right. It's time to make a deal with ten people In addition, sales ability is also very important. The company will provide professional services and training.
2. Price is also a factor that affects customers' transaction and entering the store.
A. Investigate whether the overall commodity price of our store is reasonable compared with that of competitive stores within a certain range. If so, the price band should be adjusted comprehensively. A boutique is a boutique, and a circulation shop is a circulation shop. Need segmentation, accurate positioning and good business.
B, investigate whether there are any categories in our store whose price groups are significantly higher than those in competitive stores. What are your selling points? You should have differentiated products, you should have professional sales knowledge and be familiar with the selling points of products.
C. Investigate whether the prices of some sensitive varieties are obviously lower than our store in a certain range of competitive stores, while the prices of most other varieties are higher than our store. If so, promotional pricing should be adopted for these sensitive varieties.
3. Check the dynamic pin ratio. Mobile sales ratio of commodities = number of mobile sales varieties ÷ total variety of stores * 100%.
If the moving-selling ratio is greater than 0.9 or less than 0.5, we should adjust the commodity structure. When it is greater than 0.9, the number of commodity varieties should be increased, and when it is less than 0.5, the number of commodity varieties should be reduced. It's not a good thing to be too miscellaneous. You can cut some off.
4. If, in the investigation, it is known that there is no good shop nearby that can meet a large number of consumers' needs, and this kind of goods is within the business scope of the shop, you can increase the category of this kind of goods.
5. Investigate whether there are goods that are sold well by neighboring competitive stores, but not in our store. If so, we should introduce some similar or similar goods.
6. Investigate whether the sales volume of competitive stores of similar commodities is significantly higher than that of our store. If so, several aspects should be considered:
A. Is the price of similar goods in our store too high? If so, we should introduce similar goods with lower prices;
B, whether the grade of our goods is too low, if so, it is necessary to launch relatively higher-grade goods;
C. Whether the number of product specifications below the average price reaches 30, and if it is not enough, supplementary introduction is needed;
D, brand-name goods, goods below the average price are displayed in a prominent position, if not, need to adjust the position.
Don't let go of the customers coming out of the competing shop. The customer came out of the competitor's store and tried his best to let him into our store, because he was a 100% customer in need. Case: Once, a customer bought two bras and passed by a store in our jurisdiction. He just came in to have a look. Look at it and forget it. Then you are wrong. "Come here and give it a try." As a result, the customer bought two bras after trying them on.
Understand the customer's "feelings" and needs, but also worry that customers will not come to the door?