Sales is one of the first indicators of the store performance. If you want to increase sales in the store, then your actions will be aimed at attracting buyers to the store or how to increase the average check.

Growth sales store

How to choose the most effective way to increase sales in the store

What method to choose to get the most quick result? To understand how you increase sales in the store, you need to determine which format it refers. Which buyer is it designed for? Is this a supermarket with an area of \u200b\u200bmore than 1000 m 2 or "shop at the house"? In the Alphabet of Taste and Pyaterochka - two completely different buyers and two different approaches to increase sales.

Some shops are aimed at economical buyers who want to get the minimum cost. In other buyers are more appreciated service.

If you have a discounter, then the service is not significant for it. People will put up with a pallet layout, with goods in boxes. But will strive to get favorable prices. An increase in sales for economical is, first of all, increase medium check.

If you have a supermarket or "shop at the house", then prices will not play such an important role. The buyer comes into it, wanting to get a certain level of service. Such a buyer does not want to stand in the queues and spend their priceless time. Increasing sales in it is an increase in shopping frequency.

If urgently need to increase sales in the store, the simplest method is to increase the average check check. The goods in the additional calculation zone are exposed, the pulse goods are set up everywhere. The availability of goods is ensured, and people begin to acquire more and more.

The buyer came after milk, but at the entrance I saw the mountain of fruit, on the way I noticed a favorite sausage, and at the exit the child took a toy. And together with the milk, the buyer has a complete basket of products.

Product

This is the first thing to pay attention to if negative speaker is observed and you need to increase sales in the store. If there is no product on the shelf, no one will buy it. The buyer must know that here he will always find the cottage cheese or favorite sausage. To ensure the availability of goods:

1. 1. 1. Correct work S. . The buyer must satisfy a wide range in the store. All products that he need must be available.
      2. Timely export of goods in the trading room. Proper organization of work, lack of deposits in stock.
      3. Control of the presence and calculation of product groups aimed at forming a price image. Presence , , The formation of daily reporting, which makes it possible to make sure that the most important groups of goods are always in sufficient quantities.
      4. Pallet and seasonal calculations.
      5. Work with the product range, making changes to the assortment matrix.

Stimulating pulse shopping

Effectively and quickly increase the average check allows stimulation of impulse purchases. This is the purchase of goods that the buyer initially did not plan to take. How often did you go to the store with the thought of buying goods on the list, and at the checkout found a lot of unplanned goods in your truck? All this is impulse purchases that allow you to increase sales in the store.

1. Neat shutter in the key zone. Tashed laying of goods in the expectation zone. Availability of sweets for children.
2. Cross Merchandising is cross-selling when buying one product purchase with him another - concomitant. Consequently, we post products taking into account the comparability of products. To beer - chips, to macaronam - sauces.
3. Constant availability , Buyer, maybe, did not plan to acquire goods, but seeing a favorable offer, I decided to buy.
4. Training "sincere service." When you do not know what to buy, and the seller unobtrusively helps to make a choice.
5. Conducting tastings. Particularly effective for new products.
6. Attraction aroma. The fragrance is the strongest incentive affecting the buyer's subconscious. Remember the smell of fragrant bread or fresh baking. But the fragrance can also push with its obsession. As a result, pleasant smells can increase sales in the store, and unpleasant - to reduce.

Quality and product presentation

You come to the store and feel comfortable. As a result, you spend more time in the store and buy more products.

1. Take care of the goods allows the buyer without difficulty finding what he needs.
2. Clean equipment and goods. Lighting and feeling of freshness. If you put on the entrance of the discounted rotten fruits, then the sale of the entire store can be increasing. The feeling of purity and light is not always caught, but affects the subconscious of buyers.
3. Timely decoration
4. Compliance with the storage conditions of goods.

Increased purchase

The goods are acquired in the volume greater than originally planned. Often the buyer is ready to buy a greater volume if the offer is profitable. For this, promotions are used, for example, when two or more goods are sold at a more favorable price than one. Or shares, when related goods stimulate the sale of each other ("buy a mangal and get firewood as a gift")

Increase the average price in the check is more difficult than to increase the amount of goods and their volumes. In this case, the buyer must give preference to a more expensive product than it is usually acquired. This is possible if the buyer tries that the value of the goods is higher than its price. Sincere service for buyers. Explanation of product values, stimulating to the acquisition of new products.

Attracting buyers in the store

Attracting buyers to the store, it is possible if our regular buyers will start visiting us more often or by attracting new buyers.

Increase shopping frequency

Players buyers - dependence of people from promotions

There is a segment of buyers who track promotions. They are waiting for a promo and expect to purchase goods with additional benefits. If on the day of the beginning of the promotion, the goods are not set, then it is outraged by buyers.
The buyer can specially come for some favorable sentence, and, without finding him in the store, he will leave and may not return. "You printed the catalog, here is my favorite sausage with a discount, and you simply do not have it!".
At the time of the start of the promotion in the store all products promo must be exhibited. On a regular basis, the availability of goods must be monitored during the promotion. On the night before the start of the action, an additional change of employees is displayed to calculate the product promotion.

Timely replacement of price tags

Daily in stores about 10% of the price tags are incorrect. If the buyer detects an inaccurate price in the check, he loses his confidence in the store and can stop visiting it. This problem is much larger than it may seem first.
For example, in a shop promotion about 250-300 of promotional goods. For all these goods it is necessary to print price tags, cut and dissect. The employees of the trading hall spend about four hours to change the price tags on the day of the promotion. It turns out, half a day the store is engaged only by changing the price tags. It is necessary to change the price of the outgoing promotion and the occurring promo. But the incorrect price can push the buyer, and he will go to your competitor next time.
The withdrawal of an additional team of employees on the day of the start promotion to change the price tags. Appointment responsible for replacing price tags.

Most entrepreneurs who started their business from scratch, and experienced businessmen worries the question, how to raise sales in the store?

This article will consider 9 effective ways that will be able to increase profits.

Big plus: They will not require additional solid investment in the implementation.

How to increase sales in the store: Determine the main factors

Before moving to the main topic, how to increase sales, it is necessary to determine why their level depends:

A huge role in the sale places the location of products on the shelves, racks or hangers.

There is even a special "science" - merchandising.

It is important and what the product looks like.

For example, it will be difficult to incline the client to the fact that this meat should be bought if it looks as if it lies on the showcase for a week.

Products should be whole, clean, look presentable.

1. Also, of course, the level of sales depends on the price and quality ratio.

And now we turn directly to the study of the main tricks that will help increase sales.

9 existing ways how to raise sales in the store

Rule number 1. The more expensive, the better

Each visitor in the store, the sales assistant should closely.

And not because the buyer can assign anything to himself and not pay it at the checkout, but in order to offer the product on time more and increase the number of sales.

Does it sound absurd?

For example, the sales assistant noted that the visitor is ready to buy a hat.

At that moment it is suitable, and without any obsession and trembling in his voice offers a similar product, only 15-20% more expensive.

Of course, not just like that.

At the same time, he refers to the fact that the hat suggested by them:

• a few orders of quality of the previous hats;
• produced by the most famous company;
• this brand will be popular in the future;
• to be in the status of exclusive accessories, etc.

No fashionista will not be able to resist such a list of advantages.

In addition, psychology works here: most people cannot pronounce phrases "it is expensive for me," I want something cheaper. "

This move makes it possible to increase the number of products sold, despite the fact that "drying" in this scheme, of course, happen often.

But even if 30-45% will get out of all visitors to such a trick, then this method will increase the conversion by 22%!

Rule number 2. The more, the better

So that the consumer bought is not one, but several products, it needs a weighty cause.

Let's go back, again, for example with a hat.

Only in this case the seller must raise sales by offering to additionally buy another position in the outlet, and not a similar product.

For example, purchase suitable gloves or an elegant scarf to a new hat.

In no case, an employee should not force to force the proposed product and be intrusive!

This will reverse effect.

The buyer can even continue to bypass the store to the tenth road to avoid this "bare character."

The seller must demonstrate the second thing, describing her dignity.

It is important to explain to a person why he is generally leaving with two purchases.

For example, noting that the proposed scarf is harmonized with the selected cap, while creating a full-fledged fashionable look.

This is a good trick that allows you to raise sales in the store.

Rule number 3. How to raise sales in the store with the help of an accompanying offer?

This rule is in a sense "consonant" with the previous one.

In each clothing store there are products that can additionally increase sales, but it is usually not offered to customers when choosing the main thing.

This is the so-called smallest, which is usually exhibited in the order zone or on small racks on the trading room.

Such accompanying goods can be:

• scarves;
• hairpins;
• umbrellas;
• bijouterie;
• various covers, wallets.

How it works?

For example, a man buys jeans.

At the checkout, he is offered to purchase additional a couple of men's socks.

It is argued by the fact that then the purchase amount will reach the desired minimum in order to open a discount card.

Few buyers will refuse: the socks will always be useful, and participation in the accumulative system is the ability to save on acquisitions in the future.

The consumer seems that this is a profitable investment, and he agrees.

Let the benefit of the entrepreneur from one such sale is small, but if we summarize the year, the increase in sales with this method becomes obvious.

Therefore, shop owners should not refuse to use such zones, and also need to motivate sellers and cashiers to mention the existence of such goods to buyers.

Rule number 4. Do not forget about customers

Use methods that will allow any product to find out the contact number of the buyer at the time of the implementation of any product.

The easiest way is to ask for a small questionnaire, for which the client can get a discount card.

In this way, you can create a database of store visitors.

How will this help raise sales in the outlet?

The collected contact phones of consumers are used for call.

Here is how consultants can argue the call to the buyer:

1. Informing about new suggestions in the store.
2. Messages about favorable offers.
   For example, "buy one razor as a gift to a man for February 14, the second will receive a second as a gift" or "We will pack it in a beautiful gift paper for free."
3. To find out why the client has not visited the store for a long time, and whether he has some wishes regarding maintenance or product.

The ability to work properly with such a tool is real art.

It is worth doing only to those employees who have a good diction, know how to work with objections.

They also give a good percentage of response, and will also raise sales in the store.

The effectiveness of this method confirms statistics:

Rule number 5. Enter the discount card

To increase sales in the store in this way, you must familiarize yourself with the two sides of the medal of this process.

Positive side of the medal

How to raise sales in the store?

Basically, increasing the number of consumers. And the discount card allows them to "get".

Buyers will always attract the opportunity to save.

For example, a girl wants to buy a handbag. Such a model is located in two nearby stores. Only in one she has a discount card, and not in the other. Of course, she will go buy goods where it is waiting for at least a small savings. Difference, isn't it?

With the help of discounts, we can increase sales, attracting more customers, and without winding prices.

Negative side

When making such cards to regular customers, the store loses the lion's share of profit.

No matter how cool, but the amount underpayable by the buyer is the lost profit of the trading point.

Because the usefulness of the use of cards must be counted in each case separately.

Each owner will determine if it is worth using this method of attracting visitors.

But the effectiveness cannot be denyed. Moreover, efficiency gradually increases.

Pay attention to the comparative statistics of whether the availability of a discount card affects:

Rule number 6. Bonus program for increasing sales

This is another move that aims to raise sales in the store.

Calculate the average enterprise and add approximately 25-35% to it.

This amount will be a control minimum for the bonus program.

For example, the average check of the store amounted to about 2,000 rubles. Then to obtain bonuses, the buyer will need to abandon the threshold of 2,500 rubles (2000 + 25% \u003d 2500).

Come up with any gifts as promotion.

It can be both store products and any products of partner companies.

This method can be raised by sales in the store.

In addition, teach your employees to pronounce such words: "You made a purchase in the amount of 2,320 rubles.

If you get a product for another 180 rubles, we give you one of the gifts to choose from:

• plush toy;
• flashlight;
• trinket;
• handle;
• fridge magnet".

It can be anything! The main thing is to interest the buyer and make it pay even more.

Also instead of gifts, under the terms of the bonus program, you can charge points that customers will be able to spend on purchases later.

It kills two hares: attracts people and makes them become regular customers.

Scheme such:

Rule number 7. How to raise sales in the store with the help of shares?

This list is 10 of the best ways to raise sales in the store, would be incomplete if we consider shares.

The stocks will always exist, because this is the easiest way to increase the amount of product implemented.

They allow you to motivate a person and inclined to large spends than initially he planned.

The most valid scheme that will help increase sales, it is 2 + 1 or 3 + 1 (buy three things and get a fourth as a gift).

This method not only allows you to increase sales in the store, but also will help when changing the goods to a new collection or transition to another season.

The store sells several things at once, which could fail, instead of writing them with and send them to stock centers.

In addition, this method will help to increase the number of customers in the store.

It is noted that information on such shares is distributed using the "Sarafan Radio" especially actively.

Rule number 8. "Book of complaints and suggestions"

According to the law, each entrepreneurial case must have such a book and give it to the first requirement of the client.

But often the owners fully ignore their presence: the document is sent "to the table", and give out only with urgent requests ("And then you never know what kind of nasty they are planted").

Meanwhile, it may be one of the reasons why it is not possible to raise sales in the store.

Surprised?

The fact is that according to complaints and suggestions, respecting themselves, boutiques or trading points determine what it is not enough to buyers!

Of course, you should not offer every visitor to leave there.

Instead, you can enter brief polls.

They can conduct cashiers when selling goods, and can also be placed in the trading room for requests and wishes.

Buyers can ask how they belong to:

• price level in the store,
• variety of assortment,
• serving staff
• the atmosphere in the store (playing music, decor, location of the goods).

In addition, you can unobtrusively ask to leave a comment about the operation of the trading point on the site.

It will not only give feedback, but also to attract new people to attend you.

Listers with answers need to be used, improving the operation of the trading point, and not sending to the far box.

Then you can increase sales by correcting possible problems.

The video contains practical advice on increasing sales from an experienced entrepreneur:

Rule number 9. Communication with the client

To raise sales in the store, you need to think not only about the sale "here and now."

Work both on the perspective.

For example, man bought an expensive tablet, telephone, laptop in your store.

And suddenly, a day or two, representatives of the store call the buyer and are interested in:

1. Is the consumer with the purchase?
2. How quickly managed to customize the expensive purchase?
3. Do you need help in mastering technology?
4. Have any wishes for improving the work of the store?

Agree, this gesture is very pleasant.

Each person will appreciate this concern.

In addition, about such a step of the store will definitely want to tell friends and acquaintances.

And the "sarafanny" radio is an effective method of free advertising.

The methods listed above will help you decide. how to increase sales in the store.

But it is impossible for the "tiny" to forget about the main thing: the key to the success of the trading point is the concern for the client, high-quality goods and highly qualified sellers consultants.

If this "base" is all in the manner described in the article ways will help increase sales in the store in a short time.

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

Sales Increase: 101 Tip for the Seller

The most important thing is from them - cash and various kinds of other values, without the help of which it is difficult to trade ... The second condition of trade is to be able to correct the books and quickly consider ...

The third and last necessary condition is the maintenance of their affairs in due order and it should be possible to obtain any information about both the debts and requirements without delay.

L. Pacholi.

Starting your trading activities, each company, regardless of whether it is successful or not, dreams of how to make it so that to sell more.

After all, the increase in sales is one hundred percent growth of the company's profits. And it brings only benefits, as more money appears, the company expands, the salary of employees increases, ranging from the ordinary seller, ending with the company's director.

Everyone knows the saying that money is never superfluous. Make them so that they are more difficult for them, but taking certain steps towards an increase in sales, even a novice entrepreneur will succeed.

After all, the most often failure is overtaken because a person does nothing, but because he does not know what to do. The problem always remains relevant. So what should be done to significantly increase sales? What methods and tools should be used?

Are there certain tools for increasing sales?

In this case, as an increase in income from trade, technology is not so much. There are so-called tools used to enhance sales, which, with competent implementation, increase the efficiency of work:

Although methods are not so much, but with constant use, they are guaranteed to increase sales growth. They should be closed, and learn how to apply competently.

Methods for increasing retail sales

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

• Cross-sale. When buying one thing, the client is offered to provide an appropriate service. For example, having bought aquarium, the buyer orders the service of its installation and maintenance. And all in one place. The store should only have agreements with such companies, attract customers and receive a percentage from this.
• Apxelling. Proposal for additional purchase to the main product. Suppose when buying a phone to it is immediately offered to buy a SIM card, or a purchased bouquet is packaged for an additional cost. It is only necessary to adhere to the rule that the cost of an additional service should not be higher than the main purchase. In such cases, the increase in sales can bring percentage of 30 profits.
• Definition of the purchase threshold. There is no specific model here, there is only an imagination of the store owner. The general essence is as follows:

1. By shopping, the cost is higher than a certain amount, the buyer gets free shipping, a coupon for a draw or a gift.
2. Buying two products, the third is free.
3. Making the purchase of three products, the buyer receives them at a price of two.

You can continue the list for a long time. Each store tries to come up with something, looking for new ways to increase sales:

• Payment of delivery by goods. This reception is not so common, but quite interesting. Buyer, paying for the goods, receives delivery not with money from the cashier, but a commander from the store, for example, matches or candy.
• Yellow and red price tags. This method has long become recognizable. In many supermarkets, the goods that expire the shelf life, and nobody buys them, sold at discounted prices, precisely about this and the price tags of different colors say.
• Limited time on the price or discount. Such a formula for increasing sales greatly motivates buyers, forcing me to make a purchase at this time.
• The ability to return the goods if he does not like it. Especially since there is a law, which still obliges to take the goods back if it was returned within 14 days after the purchase.
• Tips on the price tags. There are information on the price tags that another, and the third bought with this product. The client, seeing this, will surely acquire something in addition to what he wanted to buy.

Listed methods will allow the increase in retail sales at any trading point several times. They also guarantee that the buyer will return to the next purchase in this store, since he was offered to him so much different that it makes no sense to search in other places.

Methods for increasing wholesale sales

In addition to retail, there are also wholesale. It is the sale of large batches of goods that gives a significant increase in wholesale sales. Any manager is committed to this. To achieve the best results, it is required, as in retail, apply various methods and techniques:

• Focus on staff professionalism. After all, often, it is from the seller or manager, a lot depends. And that professionalism was developed, workers should regularly train and provide the opportunity to work out the surveyed skills in practice.
• Only quality goods at the most affordable prices. The optimal value of the price and quality attracts wholesalers more than other indicators. Selling such goods constantly, increases and enshrines positive reputation, and this gives an increase in sales efficiency a lot of stake.
• Creating your transport department. This gives additional benefits in uninterrupted orders. Of course, significant financial investments will be required, but after a certain time they will pay off and will bring additional income.
• Creating a good marketing department. His specialists should explore the market for the sold products, look for new features, fully optimizing all processes.

All these methods are exactly what is needed to increase sales. Observing their entrepreneur, can be sure of the success of his case.

10 Soviets How to negotiate with the customer about the price during the sale?

Determination of the price of goods is the right way to sell. But you still need to submit it to the client and convince in justice. To lead to the result may not just bargain, but a constructive dialogue. What kind of clamps can be used to negotiate the price successfully?

Imagine N. company, which is engaged in wholesale supplies of X components for y enterprises. In the market, this company has been located for several years, there is a base of regular customers, profits, things are slowly going uphill ... well, everything, in general, more or less normal.
Now imagine the sales department of this company. Large bright room, tables, computers, phone numbers, printers ... Managers, certainly, in business, already aligned costumes, sit - spit in the ceiling, etching jokes ... There is a new level in the "standard" office toy, processed applications from partners. Once the former sales department turned out, from an actively informing the car market, in the perverted semblance of the client service. Yes, of course, they have new customers, but where does it come from ???! In this regard, there is a reputation and marketing policy of the Company, that is, our work, with the permission to say, "merchants", on the incoming stream and "in the musty do not blow." And they get for all this pretty good money.

What led the department to such a "collapse" reduction in the effectiveness performed by them functions?

And what to do, to optimize his activities?

The reason is simple. Managers in the process of "stuffing" the client of the base constantly increased the number of incoming applications processed. Accordingly, the time in search was becoming less and less. And one day the number of customers reached the maximum that the manager can process. It works with them day, another, month, half a year and then Batz !!! "That's yes: I just sit in the office, and the work goes, the salary grows ...". What happens next - and nothing: Kommersant, step by step, begins to degrade ... He becomes lazy: to make a couple of calls - now for him a whole problem, and to hold a meeting - you are what kind of meeting: "Soldier sleeps - service goes" !! ! Such managers are dangerous by the fact that the indicator of the IBD (imitation of the turbulent activity) is very high, it is already working at a professional level. As soon as the head comes into the hall, they are instantly enough for the phones, they begin to count something, write, and even ask from the head of the Council: "Ivan Ivanovich, I have now spoke with the client, he asks a deferment for two weeks, give or not? "
Heads of departments who were drunk from the reports from the reports in time, do not even realize that every day you are not allowed a huge bunch of money that competitors have long been ahead and the market is divided in their own way.

How best to go to such a situation!?

Make them work, as before, you can no longer, never and not under any circumstances are 100% if you want 1000%. Therefore, do not even waste your strength and nerves. Because they will be sabotage so, albeit "technically" that it will not seem little!
And keep in mind! With customers, they already have such friendships that, if desired, will lead to competitors all their accumulated base.
However, (but fortunately), everything is not as bad, as it seems at first glance! And the decision will not make yourself wait a long time!
With such an alignment of forces, it is necessary to build a new commercial service in parallel, the old develops smoothly into the customer service department - customer service.
You have a new organization of the sales department, which clearly shares new customers from the systematic purchases. Some sell, others serve, the most logical sales model!
It is important to consider that the staff for the client service is required less qualified. The program is minimum: knowledge of the product, market specifics, plus a computer. So, the payment of labor in this department will be significantly lower, so soon, young girls, pleasant outfacities will be replaced by your busy "comvers".

2. Adjust the motivation system of your sellers.

A competently built motivation system is a very serious tool to improve the efficiency of the sales department, and it does not matter what sales are to speak B2B or B2C.
In one of the companies, there was such a case. Managers of the Commercial Department, in addition to the premium remuneration from the first sale, received a small percentage of current payments, i.e. From those clients that they led a long time ago and now they are served by the Client Department. So, after a couple of years, this small percentage was enough to not get salary. About the fact that the money goes so easily, the head has learned by chance. Once he heard the conversation of the "experienced" merchant with a newcomer in a smoking room, who said: "Two years will bathe, and then you will live on interest, from the current. The main thing is quiet: do not be late, report reports during, smile, "incoming" is, we will share ... ".
Imagine how much money went empty, horror.
If the "dogs" are fed, what a hunt may be! (Let sellers forcing me, for such a comparison).
Motivation system is a powerful management lever! The main thing to use it competently.
Revising coefficients and interest, it is also important to how to change sales plans. Many companies operate "in the old manner": standard scheme - salary +%. But it is no longer working, forget!
If you want to keep sellers in a tone, if you want high intensity in their work - then consider when calculating s / n, and other indicators: the number of calls (cold, repeated), the number of meetings, the number of contracts, conversion, the average check, average time "From call to the contract", the execution of instructions in the framework of the project (to improve the quality of service, on the study of buying demand, etc.).
Of course, the main principle of any motivation system is its transparency and ease of perception. But fortunately, today's capabilities, allow you to make this calculation automatic and take into account the dozens of employee performance indicators. For example, the easiest way is the Excel table. The manager, filling the daily report, can immediately see his results in the context of one day or a week, how much he fulfilled, from the sales plan, which must be tightened, where the norms are already exceeded.

Check the relevance of your motivation system!

3. Set sales plans

Maybe someone will consider this way absurd, but believe me, there are many commercial organizations, where there are no sales planning, and if where they are, then only formally.
No sales plan \u003d there is a bankruptcy plan.
The planning process is nothing more - as creating a virtual model of what should happen. If you have no sales plan, you will be very difficult to evaluate the efficiency of work and measure the result, and without measurement - there is no management, in principle.

Let's consider the main stages of the preparation of the sales plan:
1) Planning begins with the annual sales plan. Yes, yes, it is from the annual!
Not complicating, you take the indicators over the past year (100 million rubles), add a percentage of growth in the industry (10% \u003d 110 million rubles) and add a growth percentage that would like to get (10% \u003d 121 million rubles) .
2) Next, you break the plan through sales channels, according to your specificity, example:

• Current dealers (40% \u003d 48 million RUB.)
• Newly attracted dealers (20% \u003d 24 million rubles)
• Tenders and state procures (10% \u003d 12 million rubles)
• One-time corporate orders (10 \u003d 12 million rubles)
• Its sales network (20% \u003d 24 million rubles.)
• Etc. (1 million rubles)

3) the next step: we divide these amounts on sales departments and for each manager personally. Current dealers - on customer service, new attracted - on the commercial department, hereinafter - the department of corporate orders, directors of the network stores, etc.
4) After that, you share these numbers for the neighborhoods and months, given the seasonality, the experience of the previous year, the product range and so on.
Taking advantage of this not tricky way, you can establish sales plans for all departments for a whole year.
It is important to notice one trick!

Ideally, sales plan is made up, as it were from two sides: from your employees, and directly from you. With their coordination, something average is born, and the manager perceives these numbers as a personally developed document, and therefore more thinks about how to implement it, and not to explain why it cannot be fulfilled.
Everyone has its own idea of \u200b\u200bthe future and everyone will assume that his plan is "correct." You, as a leader, will say that the market allows you to grow and this must be used! And, managers, in turn, will, fighting, saying that their life is heavy, the market is not rubber, the competitors divorced a bunch, and that Russia is not Europe.
Be ready for this!

4. Provide a "total" product knowledge.

In fact, not all sales managers know well the goods that they sell, no matter how strange it sounds. Every day, at meetings, a huge number of transactions are broken due to the incompetence of managers, in matters of product specifics. This is especially true of technological products. I think: For many, the situation is familiar when the client calls the question that you did not expect to hear: "Tell me, please, accurate data on the heat transfer rate of your concrete, since we will use it in the northern regions, for us it is extreme important… ". At this point, you have the eye and drives your leg - what did he say? You take a phone, with the words: "I'll clarify now," call the older, and not knowing how to formulate a question, pass the phone to the client ...
Any buyer wants to work with professionals! This desire is justified at the level of human psychology - trust professionals, and if there is trust, that is, the purchase.
First of all, the client must see in the seller of an expert, a connoisseur in his field that can solve any task and knowing the answers to all possible questions.

Ignorance, or superficial possession of information about the product, puts the manager into a stupid position. The client forms an opinion about the company, communicating with a specific person, you can never explain to the client that "it was a newcomer, forgive him, now we will send a pro, wait." No one will wait for you! But you will definitely eliminate such situations in a simple way:

Firstly, Collect all possible customer issues related to product characteristics;
Secondly, Naturally, register the answers;
Thirdly, spend certification, on knowledge of the product (who did not pass - is not allowed to negotiate);
Fourthly complement the list of new issues with which managers face in negotiations;
And finally, fifthly In the case of the slightest changes of any characteristics, or product properties, when adding a new product to a line - add new questions.

Thus, you will have to constantly form the updated "knowledge base" on the technical specifications and properties of the product.
Training Conduct in the form of "Question-Answer" is the most simple and effective model for completing such material.
Naturally, everything is impossible to foresee. Therefore, to reduce the risks of breaking transactions, arming managers with tables, lists, photos, any materials that will allow the manager to get out of the awkward situation when selling your product.

Example:
You sell nails. Let your manager carry these nails to the meeting, one of each name. A table with the characteristics of the metal, from which they are made: twisting voltage, bending, stretching, which is still there - I do not know. And in the car, let him lies a hammer, a board, and all the same notorious nails, but only Chinese competitors. Do not believe that you have the best nails, let it try (pull it out of the hand).

But what to do, if there is still a situation when you do not know what to answer?!

Firstly, do not worry! Until you started worrying, you have the status of an expert.
Secondly, Specify the question, repeating the observed opponent (recording). So you will show that you listen carefully and gently specify that they are not ready for such a question.
Thirdly, Tell me that you have not asked such a question for a long time, I must with a smile, and looking straight into the eyes until he loops. ("Honestly, I don't remember when the last time I was asked about it ...")
Fourth Turn 180 degrees to your ignorance, in your favor: Appeal to the competence of the client in this matter. Somehow: "... rarely meet a real professional in our industry ...".
Fifth, Ask permission to clarify information. It is better to do this in this form: "Let me clarify this data from the brand manager, perhaps something has changed, it will take more than a minute ...".
These recommendations will be enough for "gaps" in the knowledge of the goods gradually disappeared, and those arising - they could not negatively affect the result of the meeting.

5. Form the "Book of Sales" department.

What is the "Book of Sales"?
In any business, there is a difficulty of adapting newcomers, in a new place. I am not talking about the "acclimatization" of the beginning in the new team, but about his teaching your technologies and principles of work. Of course, there are job descriptions, standards, regulations that fall on the head internizing employee: "Learn !!! Check !!! ".
What do you think there is such a knowledge base that will allow you to build a new link in the sales process in a few days (3-4 days)? Which will allow, for several days, tested a beginner. Do you have time to "probation times"? Can you wait until the newcomer "will be internship", after which there is a chance to hear: "not, this work is not for me"?
So! Such a "Lacmus paper" is the "Book of Sales".
Nothing stands on the spot - everything develops! Our business develops, our customers develop, the goods offered are upgraded, approaches in work are changed. The fact that yesterday was a unique trading offer - today is considered the norm in the industry. How to manage to adjust all these standards and regulations, how to lightly respond to external changes?
Keep your business in the form you will allow the "Book of Sales"!
Every day, our managers, fulfilling their professional debt, receive invaluable experience: find new solutions for efficient sales, initiate changes in the sales system, open up new opportunities for conclusion of transactions ... Where to accumulate these knowledge and finds? That's right - in the "Sales Book".

The main advantage of the "Sales Books" is that you get a tool for organizing a self-developing sales department.
On the principles:
There is no form or strictly plan to create this document. In this its essence. The main principle is the "alive" document. It is constantly changing, supplemented, both directly by the head and employees of the sales department. This form of exchange of experience is positively affected by the formation of the Command Spirit in the company. All experience and knowledge are stored in one place: all the techniques, all the answers to the questions, the best objection and spectacular speech modules - everything, "what is hurt by unbearable labor".
About structure:
At the heart of the "Sales Book" lies two sections:
1. Organization of the sales process
2. Principles and technology sales
In the first part, you specify all client interaction schemes: who is a client for you, as it looks, how to work with him, the client's path, what documents to fill out, where to put them, the principles of pricing, ITP, the program of stimulating customer loyalty, etc. . In general, everything related to the sales process is contained in the first block.
The second unit is devoted to the principles and technologies of sales used in your company. For example, "Cold Calls". Describes in detail what it is and how to do them.
Example:
Section 3.14. "cold calls"
Description: "Cold Calls" - a tool to attract new customers to our company. "Cold" because the potential client does not wait for our call, and did not consider the possibility of cooperation with us. Blah blah blah…
Scheme:
1. Greeting - Presentation
Script: Good afternoon, my name is ....
2. Explanation of the goal of the call
Script: With whom I can discuss ...
3. …
4. …
Briefly - so.

The main thing is that you describe all algorithms and specific scripts in detail, preferably with explanation: why we say exactly what technique we use. To be aware of the seller what he does.
Writing "Books Sales" is a very creative process. I met the "sales books", in which the Organization of the Department and the Description of Business Processes are built, and typical reports of reports. Such a construction book "Books" is actually very convenient. I am confident: that, after some time, commercial organizations will give up at all from standards, regulations, instructions and other bureaucratic "pornography". Personally, I, in my business, many documents have already abolished. The simpler - the better and more efficient. After all, it's no secret that "everything is genius just"! Is not it!?

6. Provide feedback with customers.

How to find out what you do wrong? How to improve the company's work so as to satisfy not only your needs, but also to take into account the wishes of customers? How to find out: What can my company be better than others?
Ask your customers about it.
Many customers, in addition to cooperation with your company, have another or more suppliers, that is, they work with your competitors.
Customers like no one know the state of affairs in the market. Who and what suggests, in what time frame and how to deliver what to appear new and when, and many more information is spinning in the client environment.
"Feedback" is not only a way to find out how competitors behave that they are taking and what they plan, but also a way to get out of them, that is, to use the information received when developing the ITP.
Naturally, you should not ask: "Well, what's there, our competitors do? " There should be a question in the feedback questionnaire: "What changes in our company will allow us to count on an increase in the volume of purchases on your part? ", -something like this. You can in other words, but keeping the point - why do you work not only with us?
"Feedback" will help learn about the affairs of the company: about small problems that are not so significant, but create certain inconveniences in the work.
For example:
If your warehouse will open an hour earlier, it will be convenient for 5 of your customers. Agree: It is worth paying the storekeeper for an hour of work, if it is important for such a number of customers.

So, make a questionnaire for "feedback". QUESTIONS Build in such a way that the answer gets deployed (open questions). Use questions with the assessment. The number of questions is not critical and depends on the number of client contact points with your company.
Example:
1. What should be changed in our company?
2. What additional goods or services would it be convenient to acquire from us?
3. Evaluate the professional training of customer service on a 5-point scale.
4. Rate our work.
5. ….

If, when answering a question with the assessment, the client says: "Yes, everything is fine - solid 4," check: why not five.
Also an important moment when organizing the "feedback" is a systematic approach. That is, it is not enough to call the client once a year, with the question: "How are you?".

The effect of this tool will only feel in two cases:
1. You will conduct customer loyalty audit constantly.
2. On the basis of the information received, decisions will be made and concrete actions are made.
Assign the responsible for "feedback", highlight the day to collect information and draw up a report. Do not call too often, just one call per month. Conduct a blitz poll (for example, issues related to professional work and convenience of work), and once a quarter make a detailed survey with suggestions and recommendations. Also consider the seasonality of your business, if you sell farms with a diesel combine for combines, then in January in January, call with the question: "What will increase the volume of procurement? ", - a little stupid.
Implement "Feedback" and use information on the destination.

7. Attract customers using "Cold Calls"

B2B sales have such a concept as "cold calls". This is nothing but the main active sales tool to attract customers. Many companies neglect this way to increase profits, and very in vain. Skepticity is easily explained:
first, someone tried to introduce "cold calls" in their sales model, and without receiving the desired effect, refused them forever;
secondly, the marketing policy of some companies allows you to attract a certain number of customers exclusively with the help of advertising, and in principle they are enough. But most likely, I would like more!
In the first case, everything is clear: not knowing how to control the aircraft, you should not sit down for the steering wheel. Illiterate "cold calls" can harm the company anymore than to give any positive result.
In the second case, the situation is more complicated: things seem to go, the number of customers is growing, which is still necessary for business development, but ... Imagine: managers of the nearest competitor, take 100 "cold calls" per day ... And what do you think: in whose favor will be the market percentage one year later?!

So, in order to attract customers with the help of "cold calls" they need to start doing! You ask how? Eight steps:
1. Divide the region in which you work, on the sector: you work for the whole of Russia - share Russia, work for the whole world - cut the globe.
2. Behind each sector, fasten the responsible manager (it may be subordinate to some more managers, then they share their sector for some more).
3. Each manager needs to collect all the contacts of potential customers in its sector, and all the information you need.
4. Collect all contacts of your competitors, in this sector, and information on them.
5. Make a SWOT market analysis based on the information received, and develop a commercial offer for each sector.
6. Create a script "Cold Call".
7. Assign a plan for the number of "cold calls" per month, and a day.
8. Implement the daily report (Excel format is quite suitable) according to the results of calls.
In principle, this will be enough in order for your cold calls to work, and began to give positive results.
It is necessary to consider that when using this tool, a systematic approach is essential. The first calls will not be so successful as I would like, but everything comes with experience.

8. Structure the negotiation process.

Your manager returned from negotiations, and to the question: "Well, and with whom do they work now? "," Answers guilty: "I don't know, I forgot to clarify." As in this case, you can build a profitable commercial offer - yes, in no way. And call back with the question: "I forgot to ask here ...", - at least stupid.
In general, "I forgot to ask," "I forgot to clarify" a widespread phenomenon, in the medium of active sales managers. This is connected not only with the qualifications of employees, and the lack of due experience, but also with the notorious "human factor." Serious load, abnormal schedule, high intensity, sales plan - all this affects the quality of negotiations. Especially if the meeting with the client falls for the evening when the head is already "not cooking" and really want to go home, turn off the phone and go to bed.
I will tell you about the easiest way to improve the effectiveness of the negotiations!
In order for, negotiations passed easier, faster, and efficiently use a simple, but extremely effective tool
"questionnaire". What it is?
This is a sheet of A4 format, with a list of questions that need to be set at the meeting.
How to make it?
To begin with, it is necessary to write out in the form of issues, strategically important information that is necessary for the preparation of an effective commercial offer:
what providers now work?
- What position is purchased, and in what volumes?
- Priority?

In general, all information that, one way or another, will affect the formation of a proposal must be specified in the "Questionnaire":
1. Then these questions must be placed in the order "from simple to complex." That is, it is not worth the beginning of negotiations to ask what the level of capitalization of its investments when signing the contract is calculated by the client.
2. Start with simple questions, and better, in general, distracted, not related to the topic of negotiations. Complex, requiring arguments questions place in the middle, and closer to the end of the list. Finish negotiations also simple questions that require an answer in a positive way.
3. There are free space between questions to record customer responses.
4. Try to make in your "questionnaire" there were at least 10 questions. If their number is less, then there is a risk of missing important details, and to the same way to look such a document will not be serious. The fact is that using this tool must be open. That is, when negotiations, you put on the table "Questionnaire" in a beautiful, branded daddy, and, not embarrassed, use it to be destined, recording the customer's answers.
This tool will allow your managers to structure the negotiation process. Meetings will be held in the "Road" specified. Why they will easily control the course of negotiations, and their duration. Such a "questionnaire" shows the client that your employee is not an ordinary manager, but a well-friendly professional and here he is in order to solve customer issues. The document lying on the table disciplines the opponent. The seller feels confident at any "cost" negotiations.

9. Check what your sellers do.

Look carefully at your sales department. Do all managers are now on their jobs. Probably not. Someone at the meeting, someone on a business trip, someone at dinner, and who left, on behalf of accounting ... or went to the Stationery Store for Paper ... Yes, you never know how many things in the office, for which you can guess hour, or even a half.
Perhaps some types of work indirectly affect the results of sellers: preparation of the contract, sending correspondence, preliminary calculations, booking a hotel or tickets. But if it all takes at least 20% of the seller's time from the main work, then you will not be in profits at least as much.
You pay the salary manager - this is the amount that is payment for everyday mandatory operations. You also pay interest from sales - this is a premium part for its immediate results. But in practice, you pay for both His hiking in the store, and long calculations of the cost of the first batch, and the design of the accompanying documents, and much for what else you pay, not even suspect how much money passes by.
But the most interesting thing is that the question: "Where have you been? "," You will be answered with full confidence in our eyes and voice: "So the paper ended, the delivery to wait for a long time, but I'm needed urgently - here I ran down quickly ..." (1 hour). Congrunce of what is happening will confuse anyone, but ...

With any scenarios and any circumstances - the seller must sell!

If this is not the case, you lose money. Even if the manager remained the only one who can go beyond the ill-fated paper, let the chief accountant goes, otherwise, he does not have work in the future. By the way, from the accountant, especially since the main thing, you can hear the opposite: "This is not the task of accounting," you remember, this is your accounting, and you pay them, so that they will deal with you, it is so - by the way.
How to solve this problem?
First, you need to find out: how many "working time" the sellers leave "left". This is done using timekeeping work time. Every day, managers must fill out the form in which they write down everything, absolutely everything, operations that are done during the day (the better - the better). Opposite each operation, they put the start time, and the end of work on it. It is necessary to do this during the week, no less. Most likely, from your employees, you will not raise the applause when telling them about innovation, this is normal. Explain that this is done for their good, and you just need to understand: whether they are not overloaded that the measure is forced and just one week, in the end: "I am a manager, and I need to decide - it is necessary or not." Yes, and also, the data must be served daily. In the first, the days are literally stood over them, checking the filling.
This simple tool will allow you to seriously discipline managers - many unnecessary affairs will go away by themselves.
Secondly, according to the data obtained, it is necessary to divide the time spent directly on the sale (cold calls, meetings, preparation for negotiations, repeated calls, presentations, etc.), and on non-peculiar positions of the operation. If you have more than 10% of the "left earnings" you need to take action. What kind?
All that is not related to sales, and what has been mentioned above - does not require special qualifications, and deep knowledge. Accordingly, such work can be performed by an additional employee, with a lower wage (usually a small salary).
For example, when calculating, one manager has 25% of working time "left". On average, one seller sells per 100,000 rubles per month, spending 75% of the allotted working time. So you do not add
approximately 33,000 rubles per month. These 25% can be outsourced by a personal assistant. I hide the secretary manager, or the administrator, or as you call it there, for the minimum salary (15,000 rubles, for example, for a launch student are not bad money), and this secretary can work for two, or even three managers: preparing documents, responding By email, making simple calculations, negotiating the time and place of the meeting, booking tickets, hotels, etc. She will do everything that takes the precious capital from the manager - the time for which you pay.
Assistant, for 15,000 rubles, will pay for itself in the first month, and your sellers will like this form of work when you can not wait for the end of the meeting, prepare paper for signing the contract.
By the way, about the benefits of timekeeping work time. Pay attention to the amount of time spent on making reporting, it must be no more than 15 minutes per day (if the reports are daily).