We will tell about possible reasons drop in sales in a retail or wholesale store, ways to solve the problem and how to increase the number of sales step by step.

When they fall financial results business, measures must be taken promptly. How to increase sales? is the cornerstone of business.

There are several effective ways to increase sales and improve your store's profitability. A qualitative analysis of activities will help identify effective tools to stabilize the situation.

1. Features of wholesale and retail trade - the psychology of sales

Retail sales - piece-by-piece sale of goods to the end consumer.

• furniture salons;
• the shops women's clothing;
• pharmacies;
• markets;
• fairs of craftsmen, etc.

Wholesale trade is aimed at corporate buyers who purchase products in large quantities. Most often, these are intermediaries who are engaged in resale. In some cases, large quantities are needed for the personal purposes of the enterprise.

Example:

The factory produces upholstered furniture- sofas, armchairs and ottomans. For an uninterrupted supply of upholstery material, the company concludes a supply contract with a wholesale manufacturer.

When drawing up a plan to increase profitability, the director wholesale enterprise does not focus on the end consumer.

Attention is paid to:

1. Finding new counterparties is achieved through presentations, a recommendation channel, cold phone calls, personal sales, studying the psychology of buyers, etc.
2. Development of relations with current partners - optimization of logistics, provision of discounts, development of feedback, etc.
3. Improving customer focus and developing professional skills of sellers - conducting trainings, mentoring, motivation, etc.

For the head of a retail outlet the main objective- to interest and induce a visitor to make a purchase of a representative office or online store of the company. To increase sales, it will be necessary to analyze the current situation, identify weaknesses, development and implementation of measures to improve the situation.

2. Why retail sales are falling - possible reasons

It is difficult to take into account and predict economic, political, social and other factors affecting sales volumes. Even if they are obvious, it is often almost impossible to influence them.

But there are likely reasons for the decline in retail sales that need to be identified and addressed first.

Poor location of the outlet

Even when choosing a commercial space for purchase or lease, you need to compare the location of the facility and the specifics of the company's activities.

Example:

The entrepreneur decides to open a clothing store near a popular business center with a view to a large flow of customers. This idea is unsuccessful - visitors come for work, and not to renew their wardrobe. It is better to move the outlet to a residential area, and open a clerical shop near the business center.

It is necessary to take into account the presence of competitors and their conditions, transport accessibility, convenience of access, the population of the area and the daily number of people passing by. If the store is located in the courtyard of a house with a barrier, then only buyers living nearby will visit it.

Poor showcase design

If the buyer doesn't like appearance store, it will not enter it.

Showcase that will encourage the buyer to visit the outlet:

• informative - the consumer understands what the store is selling;
• attractive in appearance - the design is bright and noticeable, but not flashy;
• talks about current promotions - the data is necessarily up-to-date and truthful;
• denotes a price category - an example of a product with an indication of its cost looks good.

If you want to know an objective opinion about the design of the store, ask the buyers themselves to evaluate this criterion through a survey or a checklist.

Small assortment

If the competitor has a wider choice, then the buyer will go to him. Comparing the assortment of a similar outlet with your own will allow you to understand what is missing.

Another way to expand the product offer is to take into account interests. more visitors. In a shoe store, each model is good to have in unpopular sizes, and when selling food, products for diabetics should be added to the assortment.

Poor quality of service

If the sellers are careless with the customer, they will not want to go back to the store. Service should be polite, but not intrusive.

Trainings and seminars will teach staff the basics of high-quality sales, while mystery shopping and user feedback will help control the fulfillment of service requirements.

3.7 Simple Tools to Increase Retail Sales

When a leader sees that profitability is falling, he needs effective measures to stabilize the situation.

When developing measures to increase profitability, be sure to take into account the specifics of the company. But there is a number universal methods that will increase the profit from the sale of products.

Method 1. Competent merchandising

A clear and visual placement of goods in a store is a simple and effective way to increase sales by tens of percent at once. But the products should be laid out not only convenient for the visitor, but also beneficial for the seller.

To place the most profitable goods at the level of the eyes of the consumer, and to place promotional products in the checkout area - these are the main recommendations of specialists on the effective layout of the assortment.

Pay special attention to the appearance of the product. The packaging should be neat and intact, and the thing should make you want to take a closer look.

Method 2. Companion proposal

This technique is used by McDonald's - each order is invited to try a pie or something else. Products accompanying the purchase are available in every store.

Example:

In the furniture showroom, the buyer buys a sofa; elite fabric is used for the upholstery. The consultant suggests taking a cleaning agent that will effectively remove the most common types of dirt.

Some of the customers will agree to an additional purchase, some will refuse it. But if you offer it to every customer, then the average check will increase.

Method 3. Loyalty program

Discounts on discount cards and bonus points for purchases - powerful tools for increasing sales. If the client chooses between two similar outlets, he will prefer the one in which he has privileges.

Use the method with care. It happens that the return on a loyalty program does not cover the costs of using it. This happens if regular customers have been issued discount cards, but new customers have not appeared. In this case, the bonus system is subject to revision or cancellation.

Method 4. Promotions and sales

The goal is to motivate the client to buy more than he originally planned. The tool is especially popular for increasing sales during a crisis or when you need to get rid of an old assortment.

There are several options for promotions:

Offer	Example of conditions	Possible features
Promotion "2 + 1"	When buying 2 items, 1 more will be free	The gift is given the product with the lowest value by check
Discount for one category or another	Red clothes 2 days 10% cheaper	Except outerwear
Full sale	20% discount on the entire assortment	Exception - items from the new collection
Promotion "Bring a friend"	5% discount on a recommendation from an existing client	Maximum 1,000 rubles
10% discount on birthday	Provided 3 days before and 1 day after the event	Does not apply to alcohol and confectionery

Method 5. Social networks

Representing your store on Instagram, Facebook and VK will significantly increase the number of users. They will learn from publics and groups about the range, promotions and discounts. To do this, the manager needs to fill the accounts with interesting content and relevant information.

An effective way to increase the return from a website or a group on social networks is to announce a repost contest with a real prize.

The conditions are roughly as follows:

1. The user shares the record with friends.
2. The message is not deleted for a month.
3. The winner is selected at random.

It is better to offer a sold product or a rendered service as a prize - the advantages and features of the offer indicated in the repost text will be read by a large number of users.

Method 6. Feedback

Selective calls to customers, questionnaires, surveys in groups on social networks - these tools will reveal what customers are missing. It is better to ask closed questions about the assortment, quality of service, accessibility and design of the store, and any other aspects, but detailed answers should also be provided.

The competent use of the information received will not only increase sales, but also improve the service.

Method 7. Marketing promotions

Distribution of flyers, contests and sweepstakes, gifts for a purchase, an offer to try products for free - these and other events will increase customer interest and business profitability.

When conducting marketing research, it is important to control their effectiveness. If the costs don't pay off, your customer acquisition policy is worth rethinking.

4. How to increase sales - step by step instructions

To determine which tools to use first, follow three simple steps.

Step 1. Determine the specifics of trading

The problematic of each store is unique.

The specifics of the activity depends on:

• product categories - food or non-food products;
• enterprise forms - a network, a single point of sale, mobile trade, etc .;
• type of service - an online store, distribution through catalogs, posting ads on Avito, a self-service point, vending machines, etc.

To understand the reasons for the decline in profits, it is necessary to determine the characteristics of a particular outlet.

Step 2. Looking for weaknesses

Determine which method is more effective and will increase sales, it will turn out after analyzing the reasons for their decline.

Example:

A customer enters a clothing store and leaves immediately. There may be several reasons - an obsessive greeting, lack of interest on the part of the staff, unsuccessful display of goods, etc. The buyer will leave the online store more likely because of an incomprehensible menu or a repulsive interface.

The business must be profitable. The main indicator of successful development is growing profitability. How to increase sales in retail store in conditions when the market is oversaturated with goods and competitors? These days, this question is relevant for both beginners and experienced entrepreneurs. There are many tools and ways to influence income growth, we will consider the most effective ones.

How to increase retail sales

Each business is unique in its own way; the peculiarity of retail trade is the piece-by-piece sale of goods. The customers of these stores are ordinary people. This is the only resource on which all attention should be focused. Based on the needs of the ordinary person, business strategies are built and events are organized to increase sales in retail. The task of the seller is to convey the product and sell it competently. Marketing technologies help to learn about the needs and preferences of consumers. They are also effective when it comes to selling goods. Before practicing technologies to increase profitability, it is important to find out what went wrong and why sales are declining.

Such an analysis will help solve many problems.

Conditions and factors affecting profitability

The profitability of a retail store can be reduced by external factors: economic and political crises, weather disasters, etc. A person cannot change these circumstances, but there are other reasons that reduce profitability. Many of them are caused by the fault of the store owners. Shortsightedness and passivity of the management, the presence of competitors, irrational use of premises and the lack of transport interchange lead to mistakes. There are many negative factors, but most often incomes fall for the following reasons:

• inexpressive design;
• insufficient or too wide range;
• poor quality service.

The solution of the indicated problems guarantees a good result and return. You no longer have to think about how to increase sales in the store and "survive" among competitors. Success comes to those who act, not wait. As far as the buyer is concerned, their attention needs to be won. Nowadays, it is not enough just to sell a quality product. People go and return to where shopping is pleasant.

About buyers and ways to attract customers

The modern buyer is very demanding. Preferences depend on impressions and the more pleasant emotions and reviews, the higher the likelihood that they will return to your store to spend money. The buyer is pleased to come to a cozy room, communicate with polite sellers, see attractive prices and participate in interesting promotions. All of these points have a significant impact on increasing sales in retail and have a positive effect on income growth.

Many people know that it is necessary to work with the client base, but how to do it correctly? To begin with, it is important to analyze traffic and select those people who are really ready and will make purchases in your store. Loyal customers should become favorite customers. Such people should be appreciated, pleased with new products, and pampered with discounts. They are usually active and loyal, they know about your store and often drop in there. Even if they just walked in and didn't buy anything, they need to be greeted and seen off in a friendly manner. If you need to buy something, a regular customer will be the first to visit your store.

For casual visitors, it doesn't matter in which store to leave money. They go for assortment, prices and convenience of shopping, they love sales and promotions. There are many newcomers among casual buyers and this is definitely not your target audience. In any case, they should not be ignored. Service should always be at its best, and everyone who has entered your store should leave it satisfied.

Customer retention

Clients can be lured away from competitors. You can lure in at a price or offer a new, unusual product. There are many marketing tricks, but there is a rule in trade that has been tested in all areas: retaining buyers is easier and cheaper than finding and attracting new ones.

You can hold it in different ways. Most of them are based on attention and special treatment for each customer. In retail, individuality works very effectively. Make the visitor feel welcome and special. Give souvenirs, congratulate you on the holidays via SMS or by e-mail, make a sidka on your birthday, thank you for your purchase. All these courtesies will be appreciated and positively reflected in sales.

If you sell clothes, you can stimulate with sales. When prices decrease, be sure to justify this action. The buyer must be aware of the nuances, otherwise he will think that they are trying to shove him a defective or low-quality product. In search of a solution to the question of how to improve trade in a clothing store, it is better to exclude deceptive ways immediately. There is a risk of losing regular customers and facing the problem of finding new ones. Approaches must be honest. By the way, this rule also applies to advertising campaigns.

Advertising opportunities for retail stores

You need to advertise yourself when you have something to offer, otherwise the investment will be meaningless. If you are sure that the assortment is complete and worthy of the consumer's demand, get down to a plan of promotional events. It all depends on financial capabilities. It doesn't matter how much you are willing and able to put together, advertising should inform and stimulate. In the retail market crucial role emotions play.

The audience must be captured, interested and carried away.

How to improve sales in a clothing store

There are many ways, we will highlight the most common and effective marketing communications:

• social media;
• radio and television;
• printed materials: booklets, leaflets, stickers, etc.
• pavement signs, bright signs, banners;
• loyal customer cards: bonus, privileged, accumulative;
• mass events with the participation of animators.

This list can be continued, since the possibilities of the advertising market are not limited. For the sake of unique PR, many store owners are willing to spend a lot of money. A well-organized advertising campaign increases the entrepreneurs' chances of success, but how to increase retail sales if advertising is ineffective? This, unfortunately, happens often. The money has been spent and there is no expected influx to the store. There may be several reasons: the wrong place is chosen, the assortment is not in demand, advertising texts and videos are unattractive and do not call for action, excessive intrusiveness of advertising. The latter, by the way, is annoying and can scare away the buyer.

Effective advertising

To avoid these mistakes and unreasonable investments, you need to act carefully and taking into account the needs of your consumer, who lives near the outlet. Leaflets in elevators, roadside banners, tenders, and in-store promotions work well. This concentration allows you to "tie" the customer and make sure that he only returns to you for shopping. Stimulation should be constant, but do not overdo it in the desire to "feed" clients. When making discounts, keep in mind that some buyers get used to it. They come, look and do not buy, waiting for the price to fall.

What does the store's attraction force depend on? Design and assortment

The increase in sales directly depends on the image. A visit to a store leaves different impressions, the better they are, the more often and more will be bought from you. Beautiful design, availability of goods, high-quality assortment - all these are the main components of a favorable image. Excessive pathos can repel, at least every third buyer thinks so. They are simply afraid to enter such stores, initially assuming that everything is expensive there.

To the display of goods and showcase design often attract designers and merchandisers. With a modest budget, you can not spend money on these services. Having studied the nuances, everything can be organized on your own. Take a look at your store from the outside, through the eyes of a buyer. Unattractiveness and inexpressiveness are always repulsive, visitors will simply pass by. They need to be interested by playing on curiosity.

Product layout rules

There are certain rules, guided by which, you can positively influence the increase in sales in a retail store:

• The display of goods should be understandable and accessible so that it can be touched, sniffed, turned in the hands. In retail, the arm's length rule applies. The client takes the product he can easily reach. If the product is above or below the designated area, it will be ignored.
• The buyer must understand the logic of placement, quickly navigate, easily move around and find the right one. Many are frightened by the inconsistency. The product must be categorized into groups, sets or brands.
• The themes for the design should be relevant, and the shop windows should showcase your product. If you sell clothes, the perception needs to be refreshed by rearranging and updating the mannequins. This is a very effective measure in deciding how to increase sales in a clothing store. People often buy exactly what they like on the mannequin. If these are counters, everything should be beautiful. Consider a quality sign. Keep it bright and informative, and don't experiment with fonts, the titles should be readable.
• Monitor cleanliness and temperature. The customer will not stay in a store where it is hot or cold. The temperature should be comfortable and the cleanliness impeccable. No dust or unpleasant odors.
• It has been proven that a customer spends a longer time in a store with neutral, low-sounding music. A nice little thing can inspire an unplanned purchase and increase traffic.
• Prices, especially low prices, should be visible and correspond to reality. Don't cheat the buyer. After realizing that he has been tricked and the prices from shop windows and mannequins differ from the cost of goods on the shelves, your store will no longer be entered.
• Store doors must always be open.

Reasons for the decline in sales

If your customers do not return to you, the reason may be insufficient stock. Compare yourself to your main competitors. Chat with customers and find out what they want to see on the shelves. The circle of buyers is formed gradually, but it depends on you how attractive and passable your store will become.
The reason for the decline in sales is often the too large assortment. Finding what you need becomes problematic. The buyer will be confused and leave without a purchase.

You need to sell what is being sold, but if some product was quickly sold,
no need to buy the same. Surprise with new products, this is the perfect solution. At least, this is the opinion of those who managed to solve the problem of how to increase sales in a clothing store and avoid financial losses. The implementation of related products is very effective. You can offer a bracelet to a dress, a scarf to a coat, a belt to trousers. The bargain counter works well. Many find it difficult to resist the temptation to buy something from this price range.

Sales are unpredictable. If the product "gets stuck" in warehouses and gathers dust on the shelves, you can think about changing the assortment. Analysis of sales dynamics and prompt response to changes in demand helps to increase profitability.

Personnel issue

The success of any business depends on the quality of service, namely on the seller selling the product. How to increase sales in a retail store if the seller does not have enough experience? In fact, this is not a problem. Skills are easy to learn, motivation and training help. In-house marketing is very important. An interesting pattern was revealed: the higher the salary and better conditions labor, the more diligently the seller, and, accordingly, the higher the sales.

The modern buyer does not just go to the store to buy something, it is important for him to enjoy the process itself. And the seller should help with this. A good employee is able to sell any product, a bad one will not sell even the highest quality one.

The seller's inability to start a dialogue is the main reason for ineffective trading. People write a lot and often about how to increase sales in a clothing store. Among the qualities necessary for the seller are the ability to settle conflicts, smile, competent speech, knowledge of the assortment. All this is welcome, but there are human qualities that are very difficult to eradicate. According to surveys of buyers, the most repelled by the arrogance, importunity and untidiness of the seller. If there is such an employee in your team, do not waste time on re-education. Find another seller and teach him all the intricacies of the trade.

conclusions

For a customer to go to a store, you need to be not at the level of competitors, but higher and better. Analyze the work, look for weak points, work on mistakes and use all the wonders of ingenuity. This is the only way to increase retail sales. Uniqueness should be in everything: product, price, service. Profitable business- this is, first of all, the use of all the necessary resources, material and non-material.

Unfortunately, a universal way to increase profitability has not yet been invented, but there are certain rules and approaches, following which you can achieve good results.

In the 21st century, the profession of a sales consultant remains one of the most demanded in the labor market. Salespeople or salespeople are always required, and good salespeople are worth their weight in gold. For such personnel, very high competition and having mastered the technique of sales, you will not be left without work for sure. But getting a job as a seller is not difficult, but learning a lot, selling and, accordingly, earning a lot is much more difficult. Let's take a look at: how to increase personal sales to the seller.

Knowledge, skills, skill

To increase personal sales to the seller you need to understand that in any case, you must be able to sell. In order to be able, you need to know, and skills will develop into skill over time and sales will go by themselves. On the one hand, there is nothing complicated here, but if you look at it, then this is a whole science. Here you will find the stages of sales, and, and and. You can sell, etc. What should a competent salesperson know?

1. ... You should start your study of sales with the 5 stages of sales. This is the basis of any sales and you cannot do without this knowledge.
2. Knowledge of the product that you are going to sell. The better you know about the product, the more competent advice you can give the buyer.
3. Knowledge of competitors and customers. It is not for nothing that all companies are now investing a lot of money in marketing market research. Knowing your competitor and, moreover, the buyer is your responsibility.
4. Non-verbal communication is a very powerful tool, you need to at least understand the basics non-verbal communication to avoid the classic seller mistakes.

Most large companies do it, but what if no one teaches you or doesn’t give you enough knowledge? To begin with, I would advise you to read books for sellers, in them you can glean a lot useful information... First, read - "" and the book. In addition, you can find out a lot of useful information on our website - you can also ask your questions at.

Motivation and sales funnel

Any manager knows. But ordinary sellers, as a rule, do not delve into such terms. But the sales funnel is the best way to understand what to do to increase the result in sales. Speaking without going deep, the sales funnel shows at what stages of interaction with the client we lose sales. To compose a sales funnel, an ordinary seller needs to calculate how many contacts he had with customers, how many of them refused to communicate immediately, how many after the presentation of the product, how much they decided to think, how many agreed to buy. This is a simple example as these items will differ depending on the type of sale. First of all, it is important for you to understand:

1. At what stages does the largest number of clients refuse? For example, if, when establishing contact with a customer, then you need to somehow change this stage, etc.
2. Understand how the result will change if you increase the number of contacts.

Increasing the number of customers is the easiest way to increase sales; its disadvantage is not available to all sellers. But as a rule, sellers do not even think that if they spend less time on each client and try to serve as many buyers as possible, this will quickly lead to an increase in sales. Or you can just spend more time working. One way or another, it all comes down to the motivation of the seller, the most active managers sell a lot, as a rule.

Self-motivation of sellers

The seller, if he wants to increase his results, must work on his personal motivation. You must set a goal for yourself, such as buying a car or an apartment. Calculate how much money you need for this and how much you need to sell daily. Draw yourself a poster, print yourself a photo of your goal - visualize and preview before going to sell. This will help you be more focused on results rather than process.

Seller - sells from the beginning!

The seller first sells himself, then the company, and then the product. This phrase is taken from, but still applies to sales. individuals also. You need to understand that people do not like when they are sold, but they like to buy, and the role of the seller here is not to impose or sell goods, but to establish a trusting contact and charge the client positive emotions... The seller must be an advisor to the buyer, a friend and a partner in a common cause. For many buyers, visiting a store or communicating with a seller is a certain stress, the client is afraid of being deceived and wasting money and time in vain. The seller must create an atmosphere of ease and trust, only then the client will really open up to you and you can sell anything.

It is very important for the seller to be in good location spirit and be focused on the customer. There are a number of not complex rules to do for a good mood:

• Get enough sleep. Always spend as much time as you need to sleep in order to feel good.
• Deal with personal issues. Very often I meet salespeople who are focused on personal problems. This greatly distracts from work and customers feel it.
• Don't work out with a hangover.
• Take care of your hygiene and be neat.

Pareto principle

The Pareto principle (often referred to as the 80/20 rule) states:

• 80% of the profit comes from 20% of customers.
• 20% of labor costs 80% of profit

This means that the main profit is brought to you by not significant labor costs. And most of the time and energy is spent on minor actions that do not bring you the expected income. The main thing is to understand what is included in these 20% of efforts, clients, time and work on improving the processes associated with these costs. Since the remaining 80% do not give a meaningful result. Here are some examples from life:

Example # 1

In the shop household appliances In addition to sales, each salesperson has responsibilities for putting things in order in the department. The sellers with the best results, spend less time putting things in order, do it faster and in the morning when there are few buyers, while they are customer-oriented and immediately go to him when a buyer appears. In addition, more successful sellers try to take weekends on weekdays, since there are fewer clients on these days, they have lunch in the morning, and do not have smoke breaks in the evening. Sellers with lower results are immersed in the process, tidying up for longer and, as a result, losing sales. That is, more successful salespeople understand that they need to focus on customers who bring money, and everything else will wait.

Example No. 2

Active sales agents sell the services of an Internet provider by door-to-door round-trip method. The detour is carried out in the evening. The most successful managers put in the greatest effort from 19.00 to 22.00 because at this time people more at home and they are more inclined to communicate. Whereas less successful agents at this time can spend a lot of time on smoke breaks or communication with a client, and who are not going to buy today.

These examples show that it is important to focus your efforts on those things that bring you maximum profit. This is exactly what successful salespeople do.

Analyze your sales

Sellers have a very bad habit: to justify their poor results by blaming the responsibility on the buyer, seasonality, competitors, etc. The overwhelming majority of people feel sorry for themselves and do not want to change something in themselves, looking for problems in others. It is important to decide what you want: relieve yourself of responsibility or earn money. If the latter, when faced with difficulties, you need to look for a solution, and not blame the injustice of the world. There is a good story among the sellers about this:

One shoe company sent its seller to Africa, a week later the seller sent a telegram: take me away from here, there is nothing to do here, all people go barefoot.

After a while, another merchant was sent there, after a while he reported: “This is a great success! - wrote the second with delight, - Send everything that is, the market is practically unlimited! Everybody walks barefoot here! "

There is another good proverb - the weak is looking for a reason, the strong is looking for opportunities. Justifying your failures is much easier than analyzing the situation and looking for ways to sell more.

A good salesperson always analyzes his work and looks for growth areas. Any seller always has something to improve, but not everyone can see what exactly. In order to understand, you need to start every day and if something goes wrong, look for ways how you can do it differently.

Add your price to the base

A comment

Any organization related to trade, be it a small shop or large enterprise, which not only sells, but also manufactures goods, have always been concerned about one question: how to increase sales.

It was the activity of the sales department that was the main measure of the company's success: sales are growing - everything is fine, they are falling - which means that you need to look for sources to increase their volume.

And only when things were going really badly, the focus shifted: the goal was not to increase sales, but to retain existing customers.

Of course, the main reason why it is so important to keep sales high is profit. With a decrease in the number of customers or with a decrease in their purchasing power, the profits of everyone, from the sellers to the owner of the business, will fall.

Both large and small companies often make a common mistake: when sales fall, management begins to blame the departments responsible for them or the salespeople themselves. This is wrong, because no matter how qualified and pleasant the seller or manager is, the buyer will not purchase the product if:

• there is a meager assortment in the store - he simply will not find what he needs;
• there are interruptions in deliveries - now there are enough stores, so you can purchase the required product in another place, and not wait until you have it;
• the sales area is dirty or has an unpleasant odor;
• the product is not advertised, etc.

What are they based on modern ways increase the volume of sales? Sales volumes can be increased if:

1. Increase the number of clients.
2. Increase the average check of each client.

"If you don't take care of your client, someone else will take care of him."

Konstantin Kushner

Depending on the problems you have, start acting in one or more directions. If you use even some of the methods described below, this will already significantly affect the growth of your sales.

Where to start to increase sales in your business?

Start with what sags the most. Not enough clients? Work on the first metric. Are they buying a little? Apply sales promotion techniques. Small purchase amount? Increase the average check, the number of purchases. Accordingly, in order to work on any indicator, it is necessary to know their initial values, i.e. measure.

When you understand what sales are made of, it becomes much easier to influence your revenue with the help of different techniques control of each of the components of the formula. Here are 15 ways to do this.

1. Potential clients

The easiest way you can increase your leads is to increase the number of advertisements you send and the number of addresses.

• How many promotional emails do you send per week?
• How many contacts do you have in the mailing list?
• How many flyers are you handing out?
• How many people are in your social group?
• To how many customers do your salespeople say after completing a deal, “Thank you so much for your purchase! To whom of your friends can you recommend us?
• By the way, if you bring 2 clients to our company, you will receive a discount on your next purchase. " And yet, if you have sales via the Internet, for example, an online store - by sending your product to a client, you can put advertising material there with an offer to buy the next product / service and a time-limited discount.

2. Potential clients who left an application

To increase this metric, you need to know the conversion rate of your ad.

• How many people came to the site and how many of them left an application / bought?
• How many flyers have you given out and how many hits / calls have you received?

Conversion and site traffic (how many people came to the site, and how many left a request) can be analyzed using the free Yandex. Metrics.

But in any case, you should have a rule that every client who called or came to your company should be asked: "How did he know about you?" This will give a more accurate reading.

If you don't have sales pages yet, you need to create them. The Selling Page is your 24/7 sales manager. A selling page is a site made up of just one page, aimed at selling just one product / service. If the page is done well, then you can count on a conversion of 5% or more. In addition to conversion, you need to understand that advertising should be compiled only on the basis of surveys.

It is far from a fact that what customers in Rostov are pecking at will be relevant in Chelyabinsk.

An example from practice, in Cherepovets, in the headline of an advertising article, focus on the city-forming enterprise - Severstal. "What for?" - you ask. The answer is: Severstal is a company that employs most of the city's population.

An example of such a headline: "The Shocking Truth About Severstal Management!" Yesterday we learned that the entire management of Severstal buys food only in the store Scarlet Sails". There has long been a discount on consumer goods for all Severstal employees!

And we can guarantee that the response to such articles by the residents of Cherepovets will be very high, definitely higher than just the title “Come to Scarlet Sails - we have discounts”. However, the same headline will no longer work in Chisinau.

3. Customers who agreed to buy

To increase this indicator, you need to work well with the sales department. You can go in two ways - increase the quantity or increase the quality.

Quantity is how many calls your sales force makes to customers. Quality is how many of those calls lead to sales.

If you want to increase both, then implement the scripts right now. Write scripts for at least standard customer objections: expensive, not interesting, I'll think about it.

This will allow your managers to move from the question: "what to say to the client?" To the question "where else to get clients?" You can also increase the number by hiring additional vendors.

Yes, and if sales managers are on salary, transfer them to salary + percentage%.

Moreover, in any case, do not make the ceiling from above! Sometimes good salespeople realize that they cannot become leaders in the company because all the vacancies at the top are already filled. Then the only reason for them to sell a lot will be money.

4. Gross income

This indicator can also be separately increased in two ways: Increase the value and / or increase cross-selling (sales in the appendix). If the first is obvious, then the second needs to be worked on.

You need to find answers to two questions:

• What else can you sell right now to a customer who has made the decision to buy from you?
• Why is it profitable for a client to buy, but is it profitable for a manager to sell it right now?

Example: One owner of a chain of luxury footwear stores pays a percentage to the manager only if the client has bought two or more pairs of shoes at once. At the same time, a client, buying a second pair at once, gets a good discount on it or a branded shoe care cream.

Another car dealership owner works in the same way. The manager who sold the car receives a good percentage only of the amount purchased by the client additional equipment: floor mats, sound system, anti-theft alarm, etc.

Remarkably, the same owner also opened a car service and tire fitting.

Returning to points 1 and 2, this owner has made an agreement with insurance companies, and now their field representatives are located right in the dealership at separate tables and offer customers auto insurance policies. In exchange for this, along with each policy, which is issued at the head offices of these insurance companies, customers are given an advertisement for his car service and tire fitting.

5. Net profit

The last link in this chain is the increase in net profit.

Net income is gross income minus costs. See how you can reduce costs - “squeeze out” suppliers for discounts, refuse

some unnecessary positions in the company, or vice versa, to have a full-time accountant with a salary of 20,000 rubles. instead of outsourcing for 50,000 rubles. Made? Excellent!

Now look at how and where you can increase the speed of particle movement in your company and reduce time costs. To the smallest detail:

• How long does it take for a customer who calls your company to buy and receives their goods?
• Can this time be reduced by at least an hour?
• How long do your employees smoke?
• How long after ordering a product does it appear in your warehouse?

If you are planning income by month, then you must understand that every wasted minute of your employees is working against YOU. It is you, and not your salaried accountant, who receive less net income. The accountant will receive his salary anyway.

6. Increase the value of the product

If your company is engaged in the production of a product, then one of the solutions that have a positive effect on sales is to increase the value of the product. In many cases, you can change the appearance of a product, such as its packaging, to increase sales. And, as a result, the value of the product in the eyes of buyers will change.

For example, the company was engaged in the production of cheap clothes that were sold in markets and in cheap shops. As a result of the analysis, it turned out that the main competitor of this company was China. The goods produced by the company were perceived by consumers as Chinese, and the price of the products was slightly higher.

It is clear that clothes made in Russia cannot compete with Chinese in terms of price. Even the fact that the quality of the products was higher did not help in the current situation, since the nondescript appearance of the product, together with the relatively high price, reduced the interest of buyers.

An analysis of the product and its perception by buyers was carried out. This led to a risky decision: the packaging was changed to a better and more modern one.

What was done:

• Changed the logo, fonts, design. We made it bright, stylish and attractive.
• We chose a different material. Instead of cheap plastic bags, high-quality cardboard packaging was used.
• The package contains a maximum of information about the product.

As a result, the product in the perception of buyers "dropped out" from its usual price category. Thanks to the packaging, it began to be perceived by buyers as more expensive and of higher quality. At the same time, at first the price was not raised at all, and the real cost price increased quite a bit.

Thus, the goods "left" in the perception of buyers from the niche filled with Chinese goods, and the real price did not increase much, since the cost of cardboard packaging per unit of goods turned out to be quite small. Of course, I had to tinker with the introduction of the new packaging; any changes in production are associated with certain difficulties. But that is another story. But thanks to the new packaging, there was a transition of goods from one value category to another in the perception of buyers, which became a real "springboard" to increase sales.

7. High-quality work with the order

For some reason, many companies still neglect to work with a buyer's order. Of course, certain actions are being taken. The manager accepts the order, processes it, issues an invoice, then shipment is made, etc. At the same time, most of the small and medium-sized businesses, and I will remind you that I work with these segments, do not work on order.

Sales departments of companies are somewhat reminiscent of stalls: what is available is what they sell. And if the requested product is not on the balance, the manager does not even offer to issue the required item "under the order". Most often this happens because the system does not have necessary tools, and the manager simply does not know how to place such an order.

It would seem that the solution lies on the surface. Do not refuse buyers! Offer not only analogs, but also the design of the desired product "to order". Those. your client orders whatever he needs. And the manager accepts the order and notifies the buyer about the delivery time, taking into account the time of receipt of the missing items on the balances. All companies that have implemented this system have seen a noticeable increase in sales.

In this case, we are not talking about online stores that operate without a warehouse at all, i.e. only on order, regardless of whether they inform their customers about this fact or not. And we are talking about companies that have their own warehouse, but at the same time they can order goods from a supplier. What is the problem of introducing such a scheme of work? It lies in the fact that companies do not know how to technically implement it. An example of how such a scheme was implemented by a person who is engaged in the wholesale of ceramic tiles.

All products are divided into two groups:

• The first is the goods in our own warehouse, i.e. those goods that you yourself have ordered from your main supplier.
• The second is “foreign” goods, ie. those that can be quickly ordered from another supplier or competitor. This “Alien” attribute was filled in the product card to indicate the products ordered from competitors. Also, the supplier (competitor) from whom this product is purchased was indicated on the product card.

In this company, which trades in imported goods with a long delivery time (from the moment of order to receipt at the warehouse, it takes about two months or more), a special system has been developed when, when accepting a buyer's order, if there is no product in the warehouse, and until the next delivery for another month, the manager can find out if a given product is available from a competitor and order it. The manager includes this product (Foreign product) in the sales order with the designation On order (To supply), and when the sales order is posted in the system, an order / orders to the supplier / suppliers is automatically created (data on suppliers are taken from the item card). As a result, the client receives all the assortment he needs and continues to actively work with your company. He will not go to a competitor in search of the position he needs, because you have everything he needs.

This approach significantly increases sales, while in many cases the profit grows insignificantly, because you buy goods in small quantities, perhaps even from competitors, and therefore sell some items with almost no extra charge. What's the point? You get customer loyalty. Your customer does not leave, draws up an application from you, buys other goods along with an unprofitable "someone else's" position. And you will notice an increase in profits from such a scheme of work at the end of the month, quarter or any other reporting period. By increasing customer loyalty, sales and profits will increase significantly.

8. Sale of related (additional) services

Many companies only sell products without any additional services. But often it is the service that contributes to the fact that buyers make a choice in your favor.

For example, one of my clients was a company specializing in the sale of cable products. At some point in time, they decided to introduce an additional service - cable laying. Those. in addition to the delivery available to all, they began to offer on-site cutting of the cable, as well as its installation at the customer's site. As a result, not only the profit from paying for the additional service has increased, but also the volume of sales of goods.

What is the reason for this growth in sales? Some customers of such products consider it a big plus to be able to order everything in one place: both the product and the service. They do not want to waste time looking for performers and cannot complete the installation (laying) of the cable they need on their own. Those. in this case, clients reason like private buyers: “if I bought a sofa, then I have to assemble it right away, albeit for an additional fee”.

For some reason, many companies neglect this opportunity to increase customer loyalty, the attractiveness of products for new customers, as well as the volume of profits. In fact, selling services is a great way to increase sales. Don't forget about it.

9. Make the terms of cooperation softer

Many companies work with their clients on very tough terms. This is especially true of those who have been working on the market for a long time, often since the 90s, working with imported goods, with products that have no analogues on the market, and so on. For example, I had a client who was selling imported professional cosmetics for beauty salons. Given that one bank of funds can cost from 17 euros and more, in order for the dealer to receive a 5% discount, it was necessary to complete the volume of purchases of 2500 euros, and to get a 20% discount - 7500 euros. In addition, dealers committed themselves to buying and distributing magazines that no one wanted. There were other requirements, often inconvenient and unfriendly towards customers.

10. Sell more expensive items

Usually the buyer chooses from several units of the product of different cost. At the same time, the price will not always be the decisive argument for making a decision. Let's say a person doesn't always buy the cheapest jeans out of the three options.

At the moment when the buyer has almost chosen, offer him a similar product, but from a more expensive segment. The customer may not have noticed it on the shelf. Explain why your option is better (higher quality, better fit, fashion brand, etc.). If you have shown the value of a purchase, 30-50% of customers will agree with you.

11. Sell kits

Create kits using the principle “this item is often bought with”. This works in both offline trading and online stores. The customer tries on trousers - offer him a suitable shirt, jacket, sweater. Don't say “take something else,” but suggest a specific model, a specific product. Together with the discount on the second purchase, this works even better.

12. Carry out promotions

Promotions like "4 things for the price of 3" are a powerful motivator for increasing the purchase amount, even if you personally are skeptical about them. Of course, it makes sense to carry out such promotions only when you are primarily interested in selling the product and emptying the shelves. If your product can lie down, will not deteriorate and will not go out of fashion, you do not have to arrange a total liquidation.

13. Increase the time the customer spends in the store

Time is one of important factors affecting the purchase. You can increase it, say, by influencing the companions of your buyers. In a women's clothing store, make a recreation area for your husband and a play area for children - and you will immediately notice how the average bill has increased.

If you are renting premises, for example, in an elite mall, then the allocation and equipment of a recreation area for you may not be at all low-budget, always consider the costs.

14. Use “cardboard sellers” and “talking” price tags

Cardboard sellers are the signs you put on important features product. This can be a mini-sales copy, technical specifications, an indication of the audience, or the purpose of the product. In a clothing store, you can write, for example, what type of figure a particular outfit is suitable for. In a home appliance store - for which house, what intensity of work, and so on. "Talking" price tags are a variant of a "cardboard seller" on the scale of one price tag.

It is especially important to use this technique when working with a male audience. Women are more willing to communicate with sales assistants, while men are more comfortable reading information.

When placing large "cardboard sellers" remember that people will read them on the go, so choose the location, text and image scale carefully. In an online store, product descriptions perform the function of a "cardboard seller", remember their importance!

15. Let's test and try your product

Often people do not buy something that is unfamiliar to them, because of doubts: whether the quality is good, whether I will like it, whether it will fit, and whether I can use it. For some products, there is a statutory right of the buyer to return. But you can go further: give an extended return guarantee.

Some products cannot be returned, but you can give your visitors a test. For example, recently I had a consultation with the owner of a handicraft shop. Her tools for making jewelry were poorly sold. She put a table in the store where anyone could try them in business - and her sales of not only the tools themselves, but also consumables increased.

It has become the norm for online stores to have in their arsenal a variety of payment methods, including electronic money. But offline there are still outlets where only cash is accepted. TO different ways calculations, add payment on credit, payment in installments - there will be more purchases.

Of course, these are not all ways to increase the average check in a retail store. Each business and each occasion may have their own recipes.

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As you know, three conditions are necessary for anyone who wants to trade in good condition: money, account and order.

Increasing sales: 101 tips for a salesperson

The most important of them is cash and all sorts of other values, without the help of which it is difficult to trade ... The second condition of trade is to be able to keep books correctly and count quickly ...

Third and last necessary condition- This is the conduct of their affairs in the proper order and as follows, so that you can get any information about both debts and claims without delay.

L. Pacioli

Starting its trading activity, every company, regardless of whether it is successful or not, dreams of how to do so in order to sell more.

After all, an increase in sales is a 100% increase in the company's profits. And this only brings benefits, since it appears more money, the company expands, the salary of employees increases, from an ordinary seller to a director of the company.

Everyone knows the saying that money is never superfluous. Making it so that there are more of them is not easy, but by taking certain steps towards increasing sales, even a novice entrepreneur will achieve success.

Indeed, most often failures overtake not because a person does nothing, but because he does not know what to do. The problem always remains relevant. So what should you do to significantly increase sales? What methods and tools should you use?

Are there specific tools to increase sales?

In such a matter as increasing income from trade, there is not so much technology. There are so-called tools used to increase sales, which, when properly implemented, increase work efficiency:

Although there are not so many methods, but with constant application, they are guaranteed to increase sales growth. It is worth taking a closer look at them, and learning how to correctly apply.

Methods to Increase Retail Sales

Everyone wants more. And the increase in retail sales is based on methods that have already proven themselves positively:

• Cross-selling. When buying one thing, the client is offered to provide the appropriate service. For example, having bought an aquarium, the buyer orders the service of its installation and maintenance. And everything is in one place. The store only needs to have agreements with such companies, attract customers and receive a percentage from this.
• Upselling. An offer of an additional purchase to the main product. Suppose, when buying a phone, it is immediately offered to buy a SIM card for it, or the purchased bouquet is packed for additional cost... You just need to adhere to the rule that the cost of an additional service should not be higher than the main purchase. In such cases, an increase in sales can bring 30 percent of the profit.
• Determination of the purchase threshold. There is no specific model here, only the imagination of the store owner. The general gist is as follows:

1. By making a purchase, the cost is higher than a certain amount, the buyer receives free shipping, a coupon for a raffle or a gift.
2. Buying two products, the third is given free of charge.
3. When making a purchase for three products, the buyer gets them for the price of two.

The list can be continued for a long time. Each store tries to come up with something of its own, looking for new ways to increase sales:

• Payment of change by goods. This technique is not that widespread, but quite interesting. The buyer, paying for the goods, receives change not with money from the cash register, but with goods from the store, for example, matches or sweets.
• Yellow and red price tags. This method has become recognizable for a long time. In many supermarkets, goods that expire and no one buys are sold at discounted prices, and this is what price tags of different colors indicate.
• Limited time on price or discount. This formula for increasing sales strongly motivates customers, forcing them to make a purchase at this particular time.
• Possibility to return the product if you don't like it. Moreover, there is a law that still obliges you to take the goods back if they are returned within 14 days after the purchase.
• Price tips. The price tags contain information that both the other and the third are being bought with this product. The client, seeing this, will definitely purchase something in addition to what he wanted to buy.

The listed methods will make it possible to increase retail sales in any point of sale several times. They also guarantee that the buyer will return for the next purchase to this particular store, since he was offered so many different things there that it makes no sense to look elsewhere.

Methods for increasing wholesales

In addition to retail, there is also wholesale. It is the sale of large quantities of goods that provides a significant increase in wholesales. Any leader strives for this. To achieve the best results, it is required, as in retail, to apply different methods and tricks:

• Emphasis on the professionalism of the staff. After all, a lot often depends on the seller or manager. And in order for professionalism to be developed, employees should be regularly trained and given the opportunity to practice the acquired skills in practice.
• Only high-quality goods at the most affordable prices. The best value for money attracts wholesalers more than other indicators. Selling such a product constantly increases and strengthens a positive reputation, and this gives an increase in sales efficiency a considerable share.
• Creation of your own transport department. This provides additional benefits in the uninterrupted supply of orders. Of course, significant financial investments will be required, but after a certain time they will pay off and bring additional income.
• Building a good marketing department. Its specialists must research the market for products sold, look for new opportunities, fully optimizing all processes.

All these methods are exactly what you need to increase your sales. By observing them, an entrepreneur can be sure of the success of his business.

10 tips for negotiating price with a customer during a sale?

Determining the price of a product is the right way to sell. But you still need to present it to the client and convince it of justice. It is not just the ability to bargain that can lead to the result, but constructive dialogue. What keys can you use to negotiate a price successfully?