The first thought that comes to the mind of an entrepreneur who wants to increase sales, is an increase in the number of visitors. However, this option is as obvious as it is expensive. It involves a significant investment in advertising. Unfortunately, if the company does not have a serious budget, then you can forget about such an undertaking.
Today, every business owner can increase their income with a more efficient approach. It consists in increasing the average check. This indicator is calculated as the average amount of a customer's check for a fixed period. If you do not know how to increase this indicator, then get acquainted with several of the most productive ways.
Four ways to increase the average check
1. To increase the average check, attract a customer to the store with cheap goods, but always try to sell more expensive ones:
- The seller should gradually switch the attention of buyers from a cheap product to a more expensive one, so the company should develop a line of products of different price categories - from cheap to expensive;
- Sellers should be financially motivated to sell more expensive goods, so you need to introduce special incentive bonuses;
- So that sellers do not forget to offer more expensive goods each time, they should have a reminder in front of their eyes. You can make it right on the price tag, marking similar products of a higher cost.
EXAMPLE: An advertisement for flip charts for trainings indicates low price(on a regular board without additional options). Subsequently, the client is offered to choose a more advanced and convenient model - on wheels, made of light alloy, compact, with a special coating, etc. As a rule, the choice falls on a more expensive, but advanced version of the product.
RESULT: On average, 30% of buyers agree to purchase a product that is more expensive, but more attractive, if it is offered to them.
2. The increase in the average check will be affected by the inclusion of cheap goods with a large margin in the assortment
It is easy and pleasant to offer cheaper products, so there is no need to additionally stimulate sellers - it is enough to include these products in the assortment.
EXAMPLE: Many Chinese goods are cheaper than their Russian counterparts, but their markup can reach a maximum mark (for example, compatible printer cartridges).
RESULT: First, cheap goods will attract consumers to the store, who will eventually buy a more expensive product. Second, selling cheap products at high mark-ups can help keep profits during periods when buyers are different reasons start saving.
3. You can easily achieve an increase in the average check if you offer related products for any purchase
To start selling related products, you need to perform several actions:
- Determine which products can be considered related to specific products;
- Write a tip for sellers. It should list the main advantages of all products, the reasons that encourage buyers to purchase something extra, as well as more expensive and cheaper analogues of the product;
- Ensure that a hint document is available to each salesperson (usually the hint is printed on reverse side advertising materials standing at the checkout);
- Involve customers in monitoring the work of sellers. To do this, it is worth hanging noticeable signs: “If, when buying product N, the seller did not offer you to familiarize yourself with product M, you are entitled to a gift!”.
EXAMPLE: A tie in addition to a shirt, a purse in addition to a bag, etc.
RESULT: On average, 25% of buyers respond to an offer to buy related products. Profit will grow by 10-15%.
4. Don't know how to increase the average check? Don't leave a client empty-handed!
If the customer is already leaving the store without a purchase, at the exit the seller can make him an offer that is hard to refuse: buy a product at a special price. In large stores, this function is performed by sales tables and advertising posters, which are clearly visible only to those leaving.
EXAMPLE: Top Shop stores have hangers at the exit with bargain prices, while Zara stores have sales tables with lots of discounted items.
RESULT: Of course, sales cannot bring a lot of profit, but they give a chance to increase sales (increase the average check) in the future, namely:
- help establish trust and leave pleasant impression from a new buyer;
- increase the conversion (that is, the number of store visitors who left it with a purchase);
- allow you to get the contact details of the client (when filling out the questionnaire in exchange for a discount or special offer);
- provide an opportunity to increase the volume of subsequent purchases made by new customers (for this, marketing tools are used - promotional cards, certificates, coupons, etc.).
These four simple ways help increase the size of the average check and let you get more money from your clients.
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To calculate the average check, overall value the amount of purchases for the period divided by the number of checks issued for the same period. The higher the value obtained, the more value average check.
So how to increase the amount of the average check?
Method number 1. Additional sales
Practice shows that when buying the necessary product, people quite often agree with the proposal to purchase something else.
How it works?
As an example, consider the case where a customer purchased wall paint from you. Offer him to buy a quality brush or roller for painting. The secret here is that the accompanying product should not be more expensive than the main one.
Another method of upselling is to place attention-grabbing small items in the checkout area. This arrangement provokes the buyer to make impulsive purchases.
Method number 2. Anchor effect
Here we are talking about a markdown or discount on a product. AT this case the buyer tends to compare new price(at a discount) with the original cost indicated on the price tag. At the same time, he does not analyze the realism of these prices and their correspondence to the average market prices.
How it works?
For example, consider sales. Even with a significant increase in the initial cost of the goods, the buyer sees his own benefit in the difference between the initial and discount prices. As a rule, such a benefit provokes a visitor to make a purchase.
Method number 3. Bigger Pack Benefits
Frequent sales of goods of a larger volume can significantly increase the amount of the average bill.
How it works?
An example is the sale of coffee at McDonald's. If a client orders a latte, then the cashier's question: "small or large?", he is more likely to answer "large", although perhaps a small one would suit him just fine.
Method number 4. Bonuses
There are many ways to earn bonuses, but most of them are designed for the possibility for the buyer to receive some kind of add-on if he makes purchases for a certain amount.
How it works?
Suppose that the average check in the store is 850 rubles. You can offer customers to purchase goods up to 1000 rubles, and in this case, receive a gift from the store for free (for 1 kopeck). As a rule, this works flawlessly. At the same time, store employees need to be instructed which commodity items are participating in the promotion.
Method number 5. Wrong math
This implies the holding of promotions "1 + 1 = 3", "2 + 1 = 4" or the sale of different products in sets, in which each constituent element costs much more on its own.
How it works?
You can offer a ready-made set to clients in a perfumery store, consisting, for example, of eau de parfum, body milk and soap of the same brand. At the same time, the price of such a set will be 20% less than in the case of buying each of the products separately.
Method number 6. Delivery is free
This method is often used when trading over the Internet.
How it works?
Let's say that the value of the average check in your online store is 2000 rubles, and the delivery of the purchase is 200 rubles. The limit amount is set, for example, 3000 rubles. A purchase for an amount exceeding this limit automatically guarantees the customer free shipping.
Method number 7. Proper display of goods
Proper placement of goods on the shelves of the store helps to increase the amount of the average check. Often they use such a technique as the location of a number of goods that belong to different product groups.
How it works?
As an example, consider a monobrand store women's clothing. It would be correct to place nearby goods that complement each other (clothes, shoes, accessories).
Method number 8. Offer a cheaper product
It often happens that a client hesitates for a long time before buying an expensive product. Try to offer him an analogue at a lower price and some other related product with a significant margin, explaining that he gets the opportunity to purchase two necessary things for this money at once. This method not only increases the amount of the average check, but also significantly increases the loyalty of visitors to the object of trade.
How it works?
For example, if the buyer doubts the advisability of buying an electric kettle of a well-known brand, then you can offer him to buy an analogue with the same functions and design for a lower price, and even a thermo mug in addition to it.
Method number 9. Discounts, promotions, sales
Holding promotions for the holidays, as well as seasonal sales, can significantly increase the amount of the average check in your trading facility.
How it works?
Many chain stores have special stands where discounted goods are located. If a visitor sees ads “everything at 450” or “only today 50% off”, he will consider it expedient for himself to take advantage of the situation and buy several things at once.
In conclusion, I would like to note that it is worth trying different methods increase the amount of the average check, select suitable options specific to your direction and occasionally change them. All your efforts will help not only increase the level of sales, but also increase the loyalty of visitors to your establishment, which is guaranteed to make many of them your regular customers.
The sales process is a kind of key indicator by which a businessman receives veiled information about success in business or failure, by determining the average purchase amount.
And the larger the amount, the greater the profit is obtained in the end. At the moment when a potential buyer becomes real, the seller at this time needs to take the maximum possible measures in order for the client to purchase more than planned. Here are some basic ways to implement them.
1. Help the customer buy more.
The main way, which is present in almost all retail stores, is when buying a product, try to tactfully offer a related product. There is a very thin line here, it is necessary to offer, not impose. The buyers feel very well the second option, and persistence can only scare them away.
At first glance, this looks quite simple. But do not think that by laying out, for example, powder, bleach or a laundry basket near washing machines, the buyer will definitely buy it. In most cases, coming to the store, customers are chasing definite purpose, make a purchase of what was planned and may simply not pay attention to the related products posted.
All people like to feel the attention in relation to themselves, and customers especially. After all, there is nothing complicated in this. This requires the ability of the seller to choose the right words to offer an additional product, but so that it can be used with the acquired type.
This method is as simple as possible to use, the main thing is to train your staff to offer professionally and only offer, without using the slightest pressure.
2. Learn to sell, not to impose this or that product on the client.
After reading the first method, you may get the feeling that our sellers are only able to impose goods, and the buyer himself strongly dislikes this moment. Therefore, it was not in vain that in the first method the phrase about the fine line between imposition and proposal stood out several times.
Agree, you would also not like it if, when purchasing, for example, fresh-frozen fish, the seller would offer you a new washing powder, which is now sold at a discount. Such an explicit imposition will not please anyone, it will only leave an unpleasant feeling about the store and not the fact that this client will appear again.
But if the seller offered a sauce or seasoning suitable for cooking fish, the buyer would not have bewilderment or aggression, but on the contrary, he would have felt that he was an important guest of this institution.
3. Learn to determine what to offer.
Consider several possible approaches of the seller to the buyer.
* This is a regular offer a certain kind goods or services. This method, more than ever, is very well suited for small owners with several products in their assortment. For example, in a cafe, coffee or tea are running, so it is important to constantly remind about them. For more big business you need to determine the most popular product, which is purchased by almost everyone.
* It all depends on the professionalism and observation of the seller. If he is attentive enough, he may already know what is usually additionally purchased for a particular product. Usually, phrases are used in this case, such as “With this product you get ...” or “For this product you may need ...”, and so on.
* Here you need a healthy imagination of sellers. The ability to guess for what purposes the goods are purchased is one of the facts proving experience. Seeing how, for example, a young man acquires a woman's toilet water, we can assume that this is for a gift to a girl. Based on this, you can offer him additionally various creams, lotions from the same series.
*This is important psychological skill the consultant independently "as if, by the way" to find out about the purpose of the visit from the buyer. It will also require the ability to anticipate the desires of customers. For example, the same young man who buys perfume.
He can be asked the question “Do you want to present a gift to your beloved woman?” Having told the girl, you can not guess the actual situation. After all, this woman may be a mother. The main thing when asking a question is to try to get the client to make contact. And after the received answer, if possible, provide a product that will interest him.
4. Use scripts.
These are pre-conceived questions or answers. Such instructions will be of great help in the work of a salesman who is starting his career. Such phrases can keep a buyer in your territory and thereby increase the amount of the purchase.
For example, in the same cafe. Seeing that customers are going to leave the institution, the resourceful waiter will definitely ask: “How? Are you leaving us already? Without even trying our signature dessert?” Nine out of ten people in such cases will stay to try it and thereby increase your revenue.
5. At arm's length.
This method consists in the correct layout of the related product near the main one, in sufficient proximity. If it's a tape recorder, then insignificant distance place the cassettes, next to the tea - a different dessert.
The application of this method is greatly simplified in self-service stores. It's not for nothing that in train cars everywhere on the tables there are fruits, cookies, nuts. After all, desire arises instantly and it is not a fact that until a person reaches the buffet, this desire will remain with him.
6. Bring, don't offer.
When a customer sees the offered product with his own eyes, his desire to buy it increases much more. In the same cafe, at the request of the client to bring a cake, put several types on a plate. And rest assured, he will forget that he wanted only one thing.
7. Tell the customer where to buy more.
This refers to the installed stands indicating the location of each type of product, so to speak, a kind of map. This application is very suitable for people who are rather shy or not decisive. The client has purchased the product, but is simply embarrassed to ask about the location of the related product, and here such information signs come to the rescue.
8. Squeeze every last drop.
The task here is to purchase additional goods for the remaining change. In a cafe, for a cup of tea, a chocolate bar or dessert can be offered. Many stores are now actively offering to replenish the account on the phone. It is also important for a man who buys himself a suit to offer something from the women's wardrobe, arguing that his wife would be satisfied. There are many options, the main thing here is the resourcefulness of the seller.
9. Pack the goods in badly.
In translation "Bundle" means "packaging". The essence of this method is to place two goods of the same type in one package. This method greatly affects the buyer at the level of his subconscious. After all, everyone has long known that buying in bulk, the price is much cheaper. And at the same time, you will increase your revenue, get rid of deposits of goods on the shelves, as well as unclaimed balances.
This method does not require large expenses, if this promotion is not successful, you can disband the goods piece by piece at any time.
And this is not the whole list of ways to attract customers. Even by applying the above options, you can significantly increase your revenue.
When the customer has already arrived at the retail outlet, it is important to sell him as much of the necessary product as possible. However, the head of the store should first of all think about how to increase the average check in the store. He must know the main ways to achieve this goal and be able to implement them.
Principal schemes for increasing the average check
Techniques for increasing the average check work even in small stores. The main thing is to choose exactly those methods that will be effective for this outlet.
You can force the buyer to buy goods for a large amount in the following ways:
- Sell as a set or as a set.
- Increase sales of key products.
- Draw the attention of the buyer to related products.
- Boost average price goods at the expense of a more expensive assortment.
- To lure the buyer with the upper "magnet".
- Motivate and train employees to cross-sell and up-sell.
Each listed method of increasing the average check has its own implementation secrets, which will be discussed in more detail below.
Complex sales of goods
A person feels a stronger need for a product as part of a thematic composition. The mind displays not just a product, but its detailed images in a real setting. An example would be a set of beer and crackers, towels with shower gel, dresses with the perfect bag.
When forming and selling kits, the following rules must be observed:
- A copy of the kit must be put on display so that every buyer can see it.
- The price of the set should be slightly lower than the cost of the goods separately.
- The set should include high-margin products that ensure the economic feasibility of its sale.
- To stimulate the desire to purchase a set, it is recommended to place it on a stand or a mannequin that evokes positive thematic associations.
- Require sellers to inform buyers about the benefits of the kit, but without pressure to purchase it.
- It is recommended to form a composition of 3-4 products.
Sales per set are in a passive way increase the average check, so Special attention in its formation, it is necessary to pay attention to appearance.
In order to choose the right set of goods, it is necessary to determine the running positions and consider the possibility of combining them with other products.
How to Increase Sales of Essential Products
With daily purchases of bulk products, buyers almost always receive large quantity goods than ordered. If the seller weighs less, he will not satisfy the customer's need. But the excess weight is quite acceptable. The main thing is to ask the buyer whether such a volume will suit him.
When selling piece products, clothing, household goods, it is quite difficult to offer a client to buy more of a similar product. The following methods can help with this:
- Thoughtful merchandising. It is important that the customer, when visiting the store, pays attention to maximum amount commodity items.
- Make a discount when purchasing several similar products at once.
- It is advisable not to offer the client to buy another dress or T-shirt, but only to inform him of such an opportunity with a discount. For example, say that 7 roses will look more beautiful than 5.
- After final choice the client of the object of purchase to offer to consider additional options.
- Attract customers with cheap promotional goods, while selling high-margin products at the same time.
- Pack the goods in large packages.
An erroneous action when selling additional units of goods is pressure on the client. The seller thus experiences a strong fear of rejection, and the buyer rejects the offer due to the perceived psychological pressure. As a result, both feel awkward.
When offering a product, you can not ask closed questions, limiting the client to two answers: “yes” or “no”. It is better to simply inform the person about the possibility of an additional purchase, forcing him to think about the advisability of buying it on his own.
Promotion of the purchase of related products
When a customer comes to the store, he expects a certain purchase amount. However, psychologically, a person is ready to easily spend 20-25% more than planned. It is this gap that must be used to increase the amount of the average bill.
- Place racks with inexpensive, but high-margin running products in the checkout area. It should be designed for maximum age coverage and suitable for both men and women.
- Sellers should be engaged in upselling, not letting the buyer go only with the product for which he came to the store.
- Popular seasonal goods are recommended to be placed in slides at the beginning of the trading area. Their price should be low, creating a sense of availability and other products.
- Be sure to offer suitable accessories for each sold clothing: belts, brooches, earrings, socks, hats, etc. If you release the buyer without them, then he will buy them from competitors.
- Do not ask closed questions like “Maybe you need a brooch?”, “Do you have a flashlight?”. It is recommended to simply inform the buyer about the available range of useful related products.
- If the client wants to receive a discount, it is possible to agree on converting it into the purchase of a related product or service (for example, payment for delivery).
- If the product has consumables, then you should immediately recommend purchasing several units of this product.
- On the websites of online stores, when reading a block of information about a product, related products should fall into the scope of the client's view.
- It is necessary to place related products on the shelves next to the related main products.
- If the client refuses to pay for a branded product, you can offer a cheaper analogue and an additional accessory.
At first glance, selling inexpensive related products is quite easy, because the client is willing to part with the money to purchase them.
However, it is likely that such goods have already been purchased earlier, and the buyer does not need them. Therefore, initially it is necessary to identify the needs of a person in a related product and only then actively offer it.
Increase in the average cost of goods
There are two ways to increase the average cost of a purchased item item:
- increase markup;
- force the customer to buy a better and more expensive product.
The first method is quite dangerous, because it can scare away regular customers from the store in long term. The second option to increase the average check is optimal.
But often more expensive products do not have advantages that can be determined at a glance. To lead the client to the need to purchase a premium product, the following conditions are required:
- Availability of a line of similar products in different price categories
- Holding special education sellers so that they can competently sell the "first price" product.
- The seller must be personally interested in selling more expensive goods.
- Expensive products should take the best place on shelves.
- Design and appearance premium product should compare favorably with cheaper analogues. For example, the image on expensive TVs is specially made brighter and more saturated.
- Before expanding the range due to expensive products, you should think about its demand among regular customers.
- The description of an expensive item should be more detailed.
Techniques for shifting the focus of purchases to a more expensive segment are mainly organizational and do not require cash outlays. Practice shows that competent merchandising in combination with trained salespeople gives an increase in retail trade turnover by about 20%. Therefore, the task of the business leader is to realize this potential in his store.
Formation of the upper "magnet"
Quite often in construction stores you can find an ad "When buying xxxx rubles - delivery is free!". Instead of delivery, it may offer a discount, gift or additional service. Thus, a “magnet” is placed in front of a person - a lure that offers bonuses when the purchase amount reaches certain value. This simple scheme for increasing the average check is available for every store.
Those outlets that are seriously engaged in, have the opportunity to increase sales even more. The transition to by contributed to the spread of special.
When introducing discount cards, the store management gets the opportunity to see the average check of each customer separately. This allows you to automatically generate an individual size of the "magnet", increasing it from month to month. As a result, in a year, each customer will purchase products in the store for the maximum possible amount.
It should be remembered that the size of the bait must be constantly adjusted to account for the ease of reaching it by buyers.
Motivating employees to sell
Retailers are increasingly tying seller bonuses to average check. If , you can easily track this indicator for each employee in personal account OFD. The optimal level of dependence of the premium on the amount of one sale is 70%.
You can apply this method even in small grocery stores, where upselling is maximally dependent on the desire and skill of the seller. You can encourage employees to sell as many products to one buyer as possible in the following ways:
- Additionally reward for each check above a certain limit.
- Use Methods non-material motivation: certificates, cups and other honors for the best sellers.
- Send employees to special trainings to increase the level of retail sales.
- Give sellers the opportunity to provide bonuses to customers who make large purchases.
When incentivizing upsells, it is important to ensure that the employees being rewarded do not get stuck in a financial comfort zone. In this case, they will not have the desire to strive for a larger average check.
Almost all effective methods increases in the average check in the store are known. In addition to the strong-willed decision of the management, their implementation requires minimal costs for employee training and merchandiser services. Therefore, if you want to increase sales by 30-50%, you can already now begin to implement the described techniques into practice.
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17.12.2014 26319
Who is to blame and what to do? Today, retailers are looking for answers to these questions. Sales are falling for all market players without exception, but some will survive the crisis, while others will be forced to retire. How not to become an outsider - Shoes Report experts know.
1. Motivate employees. You can't increase the average check if your employees are not interested in personal profit from each sale. In the retail business, it is commonly believed that collective motivation works better than individual motivation. But in fact, a certain mix works when 20% is collective motivation, and 80% is individual. That is, each employee should be interested in both personal result, as well as in total volume sales shift or retail point. Ekaterina Ukolova gives the following example: “In one company, managers were given a general bonus, and they divided it equally at the end of the month. As a result, the best manager, who sold the best, was greatly demotivated, as he sold the most, but received exactly as much as the rest. That is why it is very important to strike a balance. The best motivator is, of course, the ruble. But here it is worth noting that a simple system of paying a percentage of sales is not the best solution. According to market experts, it is important to consider competitions for sellers. For example, use the cash-online method, cash payments for the fulfillment of certain conditions of the competition. For example: “If you sell 5 pairs of shoes today, you will receive so much cash at the end of the day,” or “If you do such and such a result for two days in a row, you will receive a cash bonus of 2000 rubles each.”
It is important that the conditions of competitions are constantly changing: sellers must be in good shape. Hold a competition for the largest check, then for the number of units in the check, and then for the conversion. Thus, the result will gradually grow for each indicator.
2. Train your staff to sell. In retail, insufficient attention is paid to the training of salespeople. According to market experts, if you have more than two stores, it makes sense to think about staff training and develop methods for training and developing salespeople through supervising and shift supervisors. “Once you set up a system in which the manager deals with the staff every day, and you control it through checklists, you can build sales in the store more clearly. With this approach, you can count on a 30-50% increase in sales in a month,” says Ekaterina Ukolova.
It is important to provide the seller with everything necessary tools for effective work A: A check strategy requires higher sales skills. There are three options for staff development: field support, mentoring and coaching. Mentoring is used for new employees: in this case, a more experienced manager needs to demonstrate the option successful sale and allow the ward to repeat it on their own. The second option is field support: the manager observes the work of the seller from the outside, corrects it and arranges a “debriefing”. The third option is coaching. You “train” salespeople through questions: “What could have been done differently?”, “How could the check have been raised?” and etc.
3. Carry out the action "Goods to zero", or to conditional zero. You lure the buyer with a real attractive offer, for which the margin is minimal or non-existent. Surely you have seen the ad “10 roses for 149 rubles” more than once. That is, one flower costs only 14.90. Of course, the quality of such a bouquet will be very average - small buds, short legs ... But it is important that the client does not pass by such a promotion. And when the buyer is already in your store, offer him a similar product, but a little best quality and at a higher price. If the service in your store is impeccable, and the staff is highly qualified, then the visitor will most likely not leave without a purchase. Similar "schemes" work in any retail. “For Victoria's Secret accessories stores, we have compiled a list of products that are easily interchangeable or connect with each other. And they forced sellers to take tests for knowledge of products and their compatibility in one purchase, - comments Ekaterina Ukolova. “It helped to increase the average check in a short time.” Another similar method of stimulating sales growth is the Magnet from Above. Let's say a pair of shoes in your store costs an average of 4500-4700 rubles. You are announcing the promotion “When buying for 3000 rubles - a massage as a gift!”. The difference is insignificant, but the gift is significant. Clients easily accept such rules of the game.
4. Replace a popular product with a product with a higher margin. If you have a product that is in constant demand, you can replace it with an identical one, but with a higher margin. The price of the goods remains unchanged: you earn not on the check, but on the margin.
5. Get the store to sell for you. List items by favorable price or sold on a promotion in the area of \u200b\u200bthe store that the buyer sees when leaving your retail outlet. In this case, the store itself sells, without the participation of staff. If the seller lacked the skills to sell, this is the last chance to hook the buyer - put something incredibly attractive in this area!
6. Set up loyalty programs. Perhaps we will repeat ourselves, but today loyalty programs should work without interruptions and overlaps. Everything should be automated and improved. They will help you sell not the most profitable product. Offer to receive it as a gift for the accumulated points. For example, inexpensive faux suede ankle boots are not in demand this season. Play them among loyal customers: After earning a certain number of points for their purchases, they will be able to get them for free. Ekaterina Ukolova claims that such simple tricks not only increase the turnover by 20-30%, but also tie the client to the store for a long time.
7. Promise to donate a portion of the amount. This sales scheme helped the founder shoe company TOMS earn millions. The young entrepreneur built the company and all the marketing on the fact that he announced to the whole world: "For every pair of shoes bought from me, I send another one to needy children in Argentina."
All the leading publications of the world wrote about him, dozens of public speaking and numerous interviews attracted millions of customers to his store.
8. Offer a more expensive product. It's also a pretty simple trick. If your buyer agreed to buy something, then most likely you will be able to sell him something from the same series, but a little more expensive. Surely you have been to fast food outlets where the seller, when ordering a cup of coffee, will always ask: “Big coffee?” Gap for a split second or nod mechanically, as most shoppers do, and you've got a large glass of coffee or an XL potato on your tray. In such a simple way, the seller will raise the amount of one particular sale (your!) by 30-50%.
Here it is important to teach sellers such techniques and explain the scheme of work (questions, answers, correct reactions to the buyer's refusal). It's important to get at least three "no's" before giving up.
9. Place hints on price tags. Don't be afraid to experiment. Write a memo and place it next to the product: “Don’t forget to buy unique insoles with these winter boots that retain heat 10 times more efficiently”, “Thin nylon tights from a leading Italian manufacturer are ideal for these classic pumps. They visually slim the silhouette”… Voice the details of any promotion, for example, “Come back to us next time and get…”.
10. Be mindful of impulse buying. Place in the checkout area products that sell themselves: everything that is in mass demand. Even in a shoe store, you can place at the checkout not only a stand with related products, but also, say, with small toys for children.
11. Attract interesting customers to the store. Develop various affiliate programs with those who are nearby (beauty salon, makeup studio, etc.).
12. Host events for loyal customers. Once a month, hold an event "for your own", where you will present the collection to regular customers and provide a unique "only for them and only today" discount on certain groups goods. It is better to arrange such days of maximum sales at the beginning of the month, since in our country in most companies the salary is paid from the 1st to the 10th.
In marketing, there is such a thing as the PDCA management cycle: Plan - Do - Check - Act (Planning - Implementation - Control - Adjustment). Often managers plan, but do not execute their plans, implement ideas, but do not check the results, control, but do not draw the appropriate conclusions and do not adjust the sales process based on them. It is very important to understand that in the process of selling a product, all stages of the management cycle are important. And this is everyday work. If your goal is to increase the conversion of the store or increase the receipt, you should try different instruments until you reach what you want. “I often hear from entrepreneurs: “I want to earn a million dollars a year,” and when it doesn’t work out, they say to themselves: “That’s it, I won’t set goals for myself, because they don’t come true anyway.” But it does not come true just because the process is not debugged,” Ekaterina Ukolova sums up.
Who is to blame and what to do? Today, retailers are looking for answers to these questions. Sales are falling for all market players, without exception, but some will survive the crisis, while others will be forced to ...
