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Improving retail sales. Technologies for increasing sales: a step-by-step algorithm for a unique strategy

For the last six years I have been selling myself and teaching others how to sell.

At one time, I was lucky to develop a sales department at IPS (Isaac Pintosevich Systems), close space checks in the Amazon Chamber of Commerce, and now I build sales in the LABA educational platform.

We sell our products in Ukraine, Russia, Belarus, Kazakhstan, Germany and the Baltic countries. This is a rather complex process that requires the coordinated work of the entire team.

What happened in those six years?

In the first week of work as a sales manager, I signed 3 contracts for a total of $23,000

Year held the first place in sales among thirty people

Personal record - 372% of the plan

For a year of work, he went from trainee to acting. head of the IPS sales department with thirty sales managers subordinate

Signed contracts with thirty unfamiliar clients in one day of the conference

Doubled the turnover of the LABA educational platform in the first month of operation

I am constantly learning, I have been trained by the best specialists: Belfort, Adizes, Cialdini, Ferrazi, Gandapas etc

Another personal record - sales of a product of a budget price category for $62,000 per month

I sold a lot, experimented with different schemes and made enough mistakes until I came up with the formula for the perfect sale. This formula can be used to increase the turnover of the ENTIRE sales department, not an individual manager.

Myths that are often found in novice sales managers.

A salesperson needs to be born

thinks so most people in especially those who are just starting their journey in this direction. In fact, selling is an accessible formula that anyone can master.

If you're juggling or driving a car for the first time, chances are you'll make mistakes at first.

But if you have good teachers, over time, you will learn to do it easily and with minimal mistakes. Sales are no exception!

Selling is vaping

You can hardly tell 97% of salespeople apart. These inept managers from the very beginning of the conversation try to tell as quickly as possible that they are the best, they have the best company, the best delivery, conditions, etc.

They do not know and do not try to find out what the client needs at all. With this approach, it is really vparivanie. What benefit does such a salesperson bring to the client and what is the probability that the client will buy your product and be satisfied?

Selling is bad

Every day we all sell something. Going to the cinema, what dish to eat for dinner, an idea for clients or management, services, etc.

When selling a quality service or product that can help the client, this cannot be bad. If you help a person, what's wrong with that?

In fact, selling high-quality, sought-after goods is prestigious, and most importantly, they pay very well for it.

Myths of Sales Executives or Business Owners

A good sales manager is easy to find

Now I'll probably upset you. Good sales managers don't look for work - work finds them. There are practically no good sales managers on the market. It's not enough to just post a job and sales geniuses will come to you.

A good sales manager has long since sold his competencies and of course has highly paid commissions. Not in your company.

Practice has shown that it is necessary to look for potential employees who are ready to learn and grow real “sales wolves” out of them. It is difficult, requires certain knowledge and effort. But it definitely works.

Sales managers will actively sell themselves, as they want to earn more

Alas, no matter how well-thought-out system of material motivation you have, it is not enough to keep the fuse of your employee at the highest level.

A sales manager is a person with his own inner beliefs, fears, interests and priorities. Only thanks to the right approach to the management of each employee, you will be able to keep your sales department at a high motivational level.

The most terrible myth that can destroy your sales team

Once everything is set up, everything works fine and it will always be so.

I think each of you at least once thought or hopes that this is possible.

The sales department is the link that should bring most of the finances to the company. And it should be constantly worked on and improved.

Once every three months, it is necessary to improve and revise the strategy in the sales department.

Set new bonuses for certain indicators, change teams or projects on which they worked, set plans for a month, three and six months.

Sales managers are storm troopers by nature and the usual routine affects them negatively - motivation is lost, indicators begin to fall, there are fewer satisfied customers.

Therefore, you must constantly keep your finger on the pulse of your sales team and, if it begins to weaken, take prompt action.

7 tips to increase the turnover of your sales force

RIGHT PEOPLE

The right people are the backbone of any sales force.

How often do you conduct interviews? How often do you manage to find a good sales manager?

Most companies conduct face-to-face interviews. This approach works in the selection of top management, but not for the sales department.

Competitive interviews are required. So you can save your time and, no less important, emphasize the value of the vacancy in the eyes of the applicant.

If your new employee not just passed the interview, but openly fought for his position with competitors, he will appreciate it much more.

One of the most important skills of a "salesperson" is purposefulness. Make the competition so that it can show this quality. The selection process should take place in several stages.

It is important that each stage is much more difficult - so you can understand how goal-oriented a potential employee is.

ADAPTATION SYSTEM

In many companies, in the first days of work, an employee in the sales department encounters such problems:

they do not know what and how to do, so they walk, drink coffee and interfere with other employees;
they try to sell before they have all the tools and just burn leads or, even worse, ruin your reputation.

You must have a clear system of adaptation. It is necessary to equip the employee with all the knowledge about the product and scripts for working with the client. This will allow you to get rid of the turnover and quickly introduce the manager to the position.

NEW TECHNOLOGIES

Surprisingly, most companies do not use the most important tools for the work of the sales department, even though they are quite easy to master - CRM, IP-telephony, voice recording system, etc.

Implementing a CRM (Customer Relationship Management System) will help you see the picture of your relationship with each client. Here you can enter the client's phone number, his full name, position, city and many other data into the database.

With the help of such a system, it is convenient to keep track of invoices, prepayments and completed transactions - this will allow you to quickly respond to any changes in sales.

The introduction of such a system usually increases turnover by at least 15%. And cloud solutions do not require large budgets.

In the LABA educational platform, we write our own software, which meets all of our sales analytics needs. We will definitely devote a separate article to this product, it is worth it).

SALES TOOLS

Many people know what scripts are (algorithms for talking with a client), but few people use them. Managers understand that such a toolkit increases sales in the company, but for some reason they give their managers the opportunity to improvise in a conversation with a client.

Improvisation is the worst case scenario in a conversation when a manager needs to understand the needs of the client and correctly explain all the benefits of the product.

The script needs to be developed, and this, believe me, is not the easiest task you have encountered. It constantly needs to be tightened up and tested in conversations - this is a permanent process.

However, the game is worth the candle - the introduction of such a tool can increase the manager's sales by 30% after the first month.

Don't forget the food book. This is your company's product catalog, which every manager should know by heart. Every detail and detail, every feature of your product. A seller who knows his product perfectly, customers consider a professional - this is an axiom.

AUTOMATION

At this point, it is important to note that your sales department should work automatically. How Swiss Watches- without interruption.

To do this, you need a technical specialist - administrator. This employee will monitor overdue tasks from managers, unloading potential customers. It is also his task to ensure that telephony accounts do not run out of money.

It is very important to constantly work with the customer base. The administrator of the sales department will be able to control clients that take a lot of time. At the same time, the result from such clients is zero.

Create a black pool where you will bring in customers who have not bought anything for a long time or a lot of contact with them.

Sales organizations have always been concerned about one thing: how to increase sales. I recommend 5 sure ways!

Commerce has long been one of the most popular ways to start your own business and become a wealthy person.

And, of course, merchants of different eras were concerned about one issue: how to increase sales, after all more sales- more money.

Merchants were looking for various ways, sometimes their searches were crowned with success, sometimes they turned out to be absolutely useless.

At modern entrepreneurs, as well as managers whose income depends on the number of sales, have one indisputable advantage over their colleagues from the past: they can not only use other people's ideas, but also have access to various useful sites, such as the Diary Success."

Thanks to such sites, you can get the advice you need not only about your business activities, but also on other important issues.

What determines sales volumes?

Any organization associated with trade, whether it is a small shop or a large enterprise that not only sells, but also manufactures goods, has always been concerned about one issue: how to increase sales.

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

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

Of course, the main reason why it is so important to keep sales volumes high is profit.

With a decrease in the number of customers or with a decrease in their purchasing power, the profit of everyone, from sellers to the owner of the enterprise, will fall.

Both large companies and small companies often make a common mistake: when sales fall, management starts blaming the departments responsible for them or the sellers themselves for everything.

This is wrong, because no matter how qualified and pleasant the seller or manager is in communication, the buyer will not purchase the product if:

the store has a meager assortment - he simply will not find what he needs;
there are interruptions in deliveries - now there are enough stores, so you can buy the required product elsewhere, and not wait until it appears at your place;
in trading floor dirty or have an unpleasant odor;
the product is not advertised, etc.

What are the modern methods of increasing sales volume based on?

Sales can be increased if:

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

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

Depending on the problems you have, start acting either in one or in several directions.

Increase in the number of clients.

From a small number of clients, either those that have just appeared on the market and have not yet managed to win an audience, or long-registered firms that have rapidly begun to lose their clientele due to competition or internal problems, suffer the most from a small number of clients.

Chasing new customers, the main thing is not to lose old ones.

Often, executives or creative managers decide to completely transform the way a company operates or change its product line, which causes old customers to start to leave.

If you have nothing to lose (for example, there are too few customers), then you can act radically.

Otherwise, it is better to innovate smoothly.

Increase the average check.

Let's say you have two dozen regular customers, but every day they buy only a loaf of bread in your store, but a businessman neighbor has only three regular customers, but each of them spends 200–300 hryvnias in his store daily.

It is clear that the neighbor's profit is much greater.

You need to convince your regular customers that not only your bread is delicious, but also other products are excellent.

5 ways to increase sales

Experienced entrepreneurs advise not to be limited to one direction (that is, not to focus only on increasing the number of customers or, having abandoned attracting new customers, try to convince existing ones to purchase more goods), but to act in a complex.

There are plenty of effective ways to increase sales, but I chose the 5 most effective ones, both according to experts and according to my friend who is a successful entrepreneur:

Study the market carefully.

Commerce does not tolerate random actions.

You must study the trends of the current market, the history of your competitors, the reasons for their failures and adapt the information received to your business.

Make a written strategic plan.

If the shooting of full-fledged commercials and their demonstration are not available to you, then use modern ways: newspaper ads, social media, emails, telephone informing potential customers, distribution of leaflets, etc.

Make prices flexible.

You know what some domestic stores do before sales: they raise prices (for example, by 20–40%), and then lure customers with attractive ads: “Discounts on the entire range up to 50%!”.

There are no financial losses, and customers react to the word "discount" with lightning speed.

Run more promotions.

Most buyers love them.

In my opinion, the leader among supermarkets in terms of creative actions today in Ukraine is Silpo.

They even hook serious reasonable people on their promotions: "Price of the Week", "Hot Offer", "Theme Days", "Coupons for increasing points", etc.

Make changes to your company.

See what exactly doesn't work.

Maybe it's slow sellers, or your range of goods is obsolete, or your prices are much higher than those of competitors, or it's time to make repairs in the room, or maybe the logo repels customers.

There is no unreasonable drop in sales.

For example, a friend of mine told me that when she was working as a salesperson in a perfume shop, customers would leave because the cleaning lady not only smelled of sweat, but also mopped the floors in their presence with such frenzy that they quickly retreated.

So, there are no unimportant trifles in this case.

I bring to your attention a video with practical advice,

how to increase the average customer check in the store.

These methods of sales are really effective, you will see when you try to apply them in combination.

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Any organization associated with trade, whether it is a small shop or a large enterprise that not only sells, but also manufactures goods, has always been concerned about one question: how to increase sales.

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

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

Both large companies and small companies often make a common mistake: when sales fall, management starts blaming the departments responsible for them or the sellers themselves for everything. This is wrong, because no matter how qualified and pleasant the seller or manager is in communication, The buyer will not purchase the product if:

the store has a meager assortment - he simply will not find what he needs;
there are interruptions in deliveries - now there are enough stores, so you can buy the required product elsewhere, and not wait until it appears at your place;
the trading floor is dirty or has an unpleasant smell;
the product is not advertised, etc.

What are the modern methods of increasing sales volume based on? Sales can be increased if:

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

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

Konstantin Kushner

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

How to start working to increase sales in your business?

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

When you understand what makes up sales, it becomes much easier to influence your revenue through various techniques for managing each of the components of the formula. Here are 15 ways to do so.

1. Potential clients

The easiest way that you can increase the number of potential customers is to increase the number of advertising messages and addresses that come from you.

How many promotional emails do you send per week?
How many contacts do you have in your mailing list?
How many flyers do you distribute?
How many people are in your social group?
How many customers do your sales managers say after a completed transaction: “Thank you so much for your purchase! To which of your friends would you recommend us?
By the way, if you bring 2 clients to our company, you will receive a discount on your next purchase.” And yet, if you have sales via the Internet, for example, an online store - when sending your product to a client, you can put advertising material there with an offer to purchase the next product / service and a discount for a limited time.

2. Potential customers who left an application

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

How many people visited the site and how many of them left an application / bought?
How many flyers did you distribute and how many referrals/calls did you receive?

Conversion and site traffic (how many people visited the site and how many left the application) can be analyzed using the free Yandex. Metrics.

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

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

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

An example from practice, in Cherepovets, in the title of an advertising article, focus on the city-forming enterprise - Severstal. "Why?" - you ask. We answer: Severstal is an enterprise that employs most of the city's population.

An example of such a headline: “The shocking truth about the management of Severstal! Yesterday we learned that the entire management of Severstal buys products only in the Scarlet Sails store. There has been a discount for a long time. consumer goods for all Severstal employees!

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

3. Customers who agreed to buy

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

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

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

This will allow your managers to move from the question: “what to say to the client?” to the question “where else to get clients?” to whom it can be said. Also, the quantity can be increased by hiring additional sellers.

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

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

4. Gross income

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

You need to find answers to two questions:

What else can you sell right now to a client who has decided to buy from you?
Why is it profitable for the client to buy, and for the manager it is profitable to sell it right now?

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

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

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

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

5. Net profit

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

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

some unnecessary positions in the company or vice versa staff accountant with a salary of 20,000 rubles. instead of outsourcing for 50,000 rubles. Done? Fine!

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

How long does it take for a customer who calls your company with a desire to buy to receive their product in their hands?
Can this time be reduced by at least an hour?
How long do your employees smoke?
How long does it take for an item to be in stock after ordering?

If you plan income by months, then you must understand that every wasted minute of your employees works against YOU. It's you, not your salaried accountant, who is underpaid net profit. The accountant will get his salary anyway.

6. Add value to the product

If your company is engaged in the production of any product, then one of the decisions that positively affects sales is to increase the value of the product. In many cases, to increase sales, you can change appearance product, such as its packaging. And, as a result, the value of the goods in the eyes of buyers will change.

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

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

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

What was done:

Changed the logo, fonts, design. Made it bright, stylish, attractive.
We chose a different material. Instead of cheap plastic bags, high-quality cardboard packaging was used.
The packaging contains as much information as possible about the product.

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

Thus, in the perception of buyers, the goods “left” the niche filled with Chinese goods, and the real price increased slightly, since the cost of a cardboard package in terms of a unit of goods turned out to be very small. Of course, we had to tinker with the introduction of new packaging; in production, any changes are associated with certain difficulties. But this is a different story. But thanks to the new packaging, the goods moved from one value category to another in the perception of buyers, which became a real "springboard" to increase sales.

7. Quality work with the order

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

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

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

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

All products are divided into two groups:

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

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

This approach significantly increases the volume of sales, while in many cases the profit increases slightly, because you buy goods in small quantities, perhaps even from competitors, and therefore sell some items at almost no markup. What is the point? You get customer loyalty. Your customer does not leave, fills out an application from you, buys other goods along with an unprofitable “foreign” position. And you will notice an increase in profits from such a scheme of work at the end of the month, quarter or any other reporting period. By increasing customer loyalty, sales and profits will increase markedly.

8. Sale of related (additional) services

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

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

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

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

9. Soften the terms of cooperation

Many companies work with their clients on very strict terms. Especially often those who have been working on the market for a long time, often since the 90s, work with imported goods, with products that have no analogues on the market, and so on. For example, I had a client who was selling imported professional cosmetics for beauty salons. Given that one bank of funds can cost from 17 euros and more, at the same time, in order for the dealer to receive a 5% discount, it was necessary to complete the volume of purchases of 2,500 euros, and in order to receive a 20% discount - 7,500 euros. In addition, dealers took on the obligation to buy and distribute magazines that no one wanted. There were other requirements, often uncomfortable and unfriendly to customers.

10. Sell more expensive product

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

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

11. Sell kits

Create kits using the principle "together with this thing they often buy." This works both in offline trading and in online stores. The buyer is trying on trousers - offer him a suitable shirt, jacket, sweater. Don't say "take something else" but offer a specific model, a specific product. Together with the second purchase discount, this works even better.

12. Run promotions

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

13. Increase customer time in store

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

If you rent a room, for example, in a luxury mall, then the allocation and equipment of a recreation area for you may not be low-budget at all, always consider the costs.

14. Use "cardboard sellers" and "talking" price tags

Cardboard sellers are signs on which you place important features of the product. It can be a mini-selling text, specifications, an indication of the audience or purpose of the product. In a clothing store, you can write, for example, what type of figure is suitable for a particular outfit. In the shop household appliances- for which house, what intensity of work, and so on. “Talking” price tags are a variant of the “cardboard seller” on the scale of one price tag.

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

When placing large "cardboard sellers", remember that people will be reading them on the go, so choose your location, text and image scale thoughtfully. In the online store, the function of the “cardboard seller” is performed by product descriptions, remember their importance!

15. Let's test and try your product

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

Some products cannot be returned, but you can let visitors try them out. For example, recently I had a consultation with the owner of a needlework store. She did not sell well tools for making jewelry. She set up a table in the store where anyone could try them in action - and she increased sales not only of the tools themselves, but also of consumables.

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

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

In contact with

classmates

From this article you will learn:
How to increase the company's sales volume by interacting with customers
How to increase product sales with prices and promotions
How to increase sales in wholesale trade
How to increase sales in an online store

The correct answer to the question: “How to increase sales?” – can lead to success for any company. the main objective commercial management of the enterprise - to maximize this criterion. We will look at the most effective methods for increasing the size of sales.

What needs to be done to increase profits: 19 universal ways

Thorough market research.

Commerce does not accept ill-conceived actions.

You need to learn about all the movements of the modern market, the successes or failures of competing companies, and then use the information collected to develop your own enterprise.

Describe your strategy in writing.

Identification of promising directions.

To increase sales, you need to find out which economic areas are the most promising. Data from the analysis of the consumer index and various events in a particular area can help with this.

Increase in the number of customers.

A small number of buyers equally affects new firms that have just entered the market structure and have not yet gained popularity, and already promoted ones, whose customers may go to competitors due to internal problems in the organization itself.

In search of new customers, it is very important not to lose old ones.

Often, directors and top managers decide to radically change the operation of the enterprise, completely update the product range - this can force the previous buyers to leave.

You can only act in this way if you have nothing to lose - for example, you have very few old customers.

Otherwise, innovation should be introduced gradually.

Advertising of services and goods.

If you cannot afford to produce and demonstrate full-scale commercials, new technologies will come to your aid: corporate promotion in social networks, mailing lists by e-mail, phone calls customers, viral advertising. Don't forget the good old newspaper ads and flyers distributed by promoters.

Increasing revenue with the help of the phone.

A regular telephone can help in increasing the retail volume. The method of calling from several numbers, which unscrupulous firms often resort to, is best forgotten: excessive intrusiveness can do your organization a disservice.

Try to offer your products and services to those who are interested in them. You need to have not only a complete set of information about your product, but also information about your potential buyer: who he works with, what his hobbies are, what problems they care about - and how your product can help solve them.

Making changes to the company.

Find out which specific methods of your business are not working.

Perhaps it's all about ignorant salespeople. Or your product range is long outdated, while the cost remains above the market. Or maybe you just need to renovate your premises or rebrand, and the question of how to increase sales will disappear by itself.

Creation of highly specialized solutions.

During the year, enterprises operating in the fashion clothing market update their product catalog several times. They want to control the collection of orders for each region and be able to change it at any stage trade chain. Such clients can be offered special software for warehouse management and automated messaging with customers. They also offer their partners the possibility of returning the product from the point of sale to the distribution center. Accordingly, they need to provide air or multimodal delivery, and in the case of transportation fur products transportation must be accompanied by security.

USP or detuning from competitors.

To increase turnover, you need to find everything advantageous differences businesses from competitors. If your main advantage is cost, you need to make radical reforms. Significant benefits can be:

free prompt delivery;
high quality service;
provision of related services;
discounts, bonuses and gifts for customers;
a wide range of goods in stock, etc.

Quarterly progress report.

Often, customers do not realize what exactly they receive by concluding a subscription service agreement with a particular organization. That is why it is worth regularly sending detailed reports to partners, including a list of all work performed. This helps to increase the level of loyalty among potential consumers and, accordingly, increase the size of sales in production.

social proof.

Research shows that customers are more likely to purchase goods and services from companies that are trustworthy and have a good reputation.

Confirmation of these characteristics can be, for example, certificates of conformity or other official documents, calculations sociological research, which are the best way to convince consumers (social proof): "2500 customers can't be wrong!".

Improving the quality of services.

This method allows you to answer the question of how to increase sales during a crisis. Once you've interviewed your customers beforehand, you can move on to implementing your preferred strategic plan. It is necessary to improve the quality of services, train staff, purchase new equipment. Buyers can be offered discounts, bonuses and gifts for the holidays.

"Mystery shopper".

This is a specially trained person whom you hire in secret from your employees. He plays the role of an ordinary client and must record all stages of the trading chain using a hidden camera or voice recorder. This allows the businessman to understand how things really are. What the business owner knew and real situation may be diametrically opposed.

For additional control over employees, you can install special software on work computers that monitors the image on the monitor. The room should be equipped with a video surveillance camera. This will help to identify undisciplined and incompetent employees and, in the end, eliminate the factors that hinder the increase in the company's revenue.

Changing the motivation system.

Launching an updated product line, one of the corporations operating in the market wholesale sales and distribution of computer equipment, got into a rather difficult situation. The volume of sales compared to competitors was very small. Managers said buyers were uninterested and rarely approached the firm. It was also not possible to offer a product as an alternative to something, since it was not possible to convey to the consumer information about its competitive advantages. In general, the products were practically unknown on domestic market, did not have reliable marketing support. The enterprise itself assigned to this line great expectations, but it was impossible to change the principles of payroll for employees. The management decided to pay regular bonuses to motivate specialists. They were paid not only a standard salary, but also $0.5 for each item sold. At first, the amount seemed purely symbolic, but over time, an unexpected move brought a very good result - the level of revenue was increased by 60%. Each manager has significantly expanded their personal client base, increasing their income and organizations.

Selling site development.

Modern business needs a high-quality website - this is an axiom. The Internet portal is one of the main ways to attract customers and a tool to help increase the level of purchases in stores. In order to increase its effectiveness, you need to pay special attention to three main elements: the main page with good SEO text, application forms and feedback. Here are a few tips to help improve your site's performance:

simplify the structure: do not load pages with heterogeneous information. Visitors should intuitively understand what and where to look for;
prepare two separate menus: a general one for site navigation and a product catalog divided by business segments (for example, Expert. Restaurant chain, Expert.Club, etc.);
Post an infographic on the homepage that illustrates the benefits of your services. For example, you can write how much the company will lose if there is no automation production processes and how much they will receive if they are finally debugged in automatic mode;
place on the main page a link to a section with reviews of previous customers (positive, of course). They can push potential consumer to cooperate with you;
leave space on the key page for a banner advertising special offers, promotions and bonuses;
in each upper left corner it is necessary to place a button for ordering a manager's call.

Improving and automating the processing of applications.

Another way to help increase retail size is the send function. electronic application. With it, the buyer can track at what stage his application is. Automatic processing of incoming requests serves two purposes at once: increasing the level of customer loyalty and facilitating the work of employees.

Increasing sales through right choice promotion channels.

Try to connect to advertising campaigns in Yandex. Direct, place your banners and articles on the main sites in your region. For example, an organization that sells land plots sold eight objects, just announcing its special offer. Still effective way promotion is TV advertising. In particular, one of construction companies managed to quickly achieve recognition of her own brand thanks to the launch of the reality show “Construction. Your house in three months.

Blue ocean strategy.

This method is based on the search and formation of new markets that have not yet been mastered by competitors. Take a look at the following practical example. The network of lighting salons offered its customers qualified design assistance. To do this, each client had to take a picture of their apartment and send the pictures to the salon. Having studied the photo, the designer offered the most suitable lamps from the range of the salon. As a result of the action, it was possible to increase sales volumes by 37%. Word of mouth has shown particular effectiveness.

Search for a competitor.

Create a virtual rival for yourself - and the unique advantages of your products and services will become more pronounced against its background. Customers will treat you much more loyally if you compete in an interesting game way.

Remember, for example, a funny video about the confrontation between MAC OS and PC computer systems, which helped to increase the number of Apple fans several times. Or a classic example of PR battles between Coca-Cola and Pepsi-Co. The indisputable advantage of the latter is the public composition of the drink - this inspires the confidence of customers (unlike Coca-Cola, which keeps the recipe a secret).

Analysis of the causes of low demand.

Often it is not even necessary to increase the sales volume of an enterprise, but only to remove the barriers that prevent it from reaching maximum heights. For example, consumers may be deterred by ignorant or overly intrusive salespeople, an old premise without renovation, even a poorly designed shop window. By eliminating these causes, you can significantly increase the level of retailing.

Techniques to increase the firm's sales ratio through interaction with customers

Orientation to economical buyers.

There are several techniques at once to encourage consumers of the first type (they are 24% of the total) to make a purchase.

Here are some examples of how these methods work.

The cost of the proposal can be changed without changing anything in essence, but only by breaking it down into amounts that are psychologically perceived easier (for example, $100 per month instead of $1200 per year).

Internet company AOL replaced hourly pay of their services on a monthly basis. This strategy is the opposite of the one described earlier and aims to force users not to keep track of their spending every day.

All inclusive resorts provide a feeling of safety and comfort, as tourists think that all costs are already covered and no additional expenses are required.

Netflix has replaced the pay-per-view system for a single movie with a flat monthly rate for unlimited access to all content.

Complex solutions for consumers.

Make cumulative logistics offers to customers that take into account strengths your enterprise. Test new service on one of the partners, and if successful, extend it to other customers.

"Devil's Advocate".

This ancient Catholic tradition has taught modern marketers a lot. Studies show that if someone's idea is refuted by the "devil's advocate", that person's confidence in their rightness only increases. Your firm can take advantage of this experience and act as a "devil's advocate" on its own. So you can increase the confidence of customers (they are the main consumers of your products). Let the "devil's advocate" express their doubts, and you will debunk him with the help of scientific and practical experience.

Attracting like-minded people.

Tell your potential customers about high purpose that you are pursuing (this can be a fundraiser for charity or any other social project). This will provide an opportunity to attract like-minded people as consignors. 64% of citizens surveyed by sociologists said that this factor prompted them to make a purchase decision.

Good example - Charity Event to increase sales of TOMS Shoes. Its essence is simple: when you buy a pair of shoes for yourself, you give a second pair to needy children. The action helped sell millions of pairs of shoes - and millions of children received new shoes for free. Thus, good and kind deeds can increase sales!

Overcoming the barrier to entry.

Often there are situations when the consumer is almost ready to make a purchase, but he needs an additional incentive. They may be able to try out a future acquisition absolutely free. During a certain period of time, while testing is being carried out, the client will have time to get used to the product or service. This will increase the likelihood that after this period, he will buy the product, simply not wanting to give it up.

A correctly formulated proposal plays a decisive role in this situation. Many resort to the standard phrase: "Try the 30-day demo for free." However, you will agree that the slogan “The first month is free” sounds nicer and more convincing. The goal is one, but the means are different, therefore, the result may be different.

sales scripts.

The technology involves interviewing the seller and the buyer with the following types of questions: situational, problematic, extracting and guiding. Answering them, a person shows more interest in the products offered. Keep in mind that it is impossible to create universal templates for all types of buyers. The head of the department must independently develop a question sheet with expected answers for each item. In order not to lose the skill acquired during SPIN sales trainings, it is necessary to consolidate it every day for a month. Employees should think through the options for questions for such an interview two or three times a day. Please note that regular customers who are used to a certain type of negotiation with your managers may initially be hostile to the new model. Therefore, to begin with, it must be tested on new purchasers, only then transfer the skill to regular customers.

Explaining to consumers their next steps.

Dr. Howard Leventhal in his research cites the thesis that a person will not perceive relevant information if it does not contain clear instructions. Buyers believe that the described difficulties do not apply to them, and prefer not to worry. But when the description of the problems is followed by instructions for their elimination, the result exceeds all expectations.

Thus, the number of people who received a flu shot increased by a quarter after clear advice on how to avoid the disease was published. This is one of the most common ways to attract new customers in Insurance companies.

up-sell method.

Teach your managers to work with visitors, taking into account their emotional state. They must know what to tell customers additionally about the quality of products, to consider all its possibilities and advantages. And do it in an accessible form so that the consumer fully appreciates the profitability of the offer.

Recognition of shortcomings.

How to increase sales in a crisis on the experience of your own mistakes? Here you can describe many cases of real industrial disasters that occurred over last years(e.g. oil spills). Most often, the reason for these situations was the unwillingness of firms to notice their mistakes and correct them. This continued exactly until the moment of crisis came, when it was too late to change anything. For example, the energy company TEPCO (Japan) only a year and a half later admitted the mistake that led to the "nuclear crisis" on the Japanese coast.

When working with online applications, you must have come across situations where developers sent out emails apologizing for technical failures and problems. Such mailings make it clear that the organization is working on the mistakes, does not leave them unattended and will continue to do everything possible so as not to repeat them.

Service services for the goods (packaging, delivery, lifting to the floor, warranty and post-warranty service).

Functionality and comfort in use can be half the cost of the goods. For some categories of customers, these factors are fundamental and most influence the purchase decision. We are talking mainly about the elderly, mothers of young children and people who do not own their own car. In this case, you should think not only about the growth of the average check, but also about the sale as a whole.

Keeping customers on track.

Keep consumers on their toes. Classic study Norberg Schwartz shows that in order to change the views of a person, it is enough just to find a dime. Use people's positive reaction to surprises for marketing purposes, give them small gifts. Such an action will help to significantly increase the volume of sales, while it does not have to be very expensive - it is not the price that matters, but human attention.

Newsletter for potential buyers.

This is the formation of bases of people who have expressed interest in your project, even if the contract has not been concluded. Then, in case of any promotions, discounts or changes in the assortment, they can be promptly notified about these events.

Surprises for clients.

Indulge your customers with surprises - and you will be able to win their trust and loyalty, receiving a huge amount of grateful reviews. The online shoe store Zappos traditionally uses just such tactics of influence.

Expecting to receive the order within five days, as promised on the site, you suddenly receive it in a day. Or get the opportunity to return shoes throughout the year. Such surprises helped to accumulate a huge number of reviews on the site, which became a powerful marketing tool for influencing potential buyers.

Using the power of shortcuts.

Use appraisal statements. When studying the factors influencing the voting results, a special behavioral test was carried out. According to its results, scientists found that people who were accidentally called “politically active citizens” voted 15% more willingly. Despite the fact that people received this assessment by chance, this characteristic had a serious impact on them. Take advantage of this method: show customers that you think they are advanced, innovative and active. Then they will act according to this label.

How to Increase Sales with Prices and Promotions

Increasing the cost of goods, selling a more expensive analogue of the product.

Even if the buyer says that he wants to save money, this is not a reason to sell him the most budget product. The manager can structure the conversation as follows: “Of course, I can offer you a car for three hundred thousand rubles. But you probably want it to have climate control, power steering and heated seats.” If the buyer answers in the affirmative, it is worth noting: “Why would you spend money on a car that doesn’t suit you?”.

You can sell a more expensive product only if it has additional benefits. Take, for example, two almost identical refrigerators of different brands and with different prices. Most managers will say that there is no difference between them. But is it? Of course not! The task of the department head is to explain to employees how different models differ in terms of technology, manufacturing standards, warranties, etc.

The growth of the average check.

This is the most accessible method. It seems to follow from the method described above, but with some difference. The check can be increased by simply raising prices, increasing the number of service functions, changing payment terms. By the way, a 1% increase in cost increases profit by 3-10%. It is important that the price increase is not too significant and brings with it new opportunities.

Adding shares.

The vast majority of buyers love them very much.

The leader of Ukraine among supermarkets in terms of originality of shares is "Silpo".

Even serious reasonable people react to their promotions: “Price of the week”, “Hot offer”, “Theme days”, “Coupons for increasing points”, etc.

Visibility of commercial offers.

A trade initiative should be of real interest to a potential consumer of goods or services. It must include detailed description product features and benefits. When conducting one-time promotions or providing short-term discounts, the market instruction must be supplemented with information about them. Great Feature Article - 10 Tricky Writing Techniques commercial offer.

Various recommendations for clients (at least three).

When new customers contact the firm, it can be very difficult to predict what price range of goods and services will interest them. Thus, if you offer them products in only one price range, you may miss the mark and not guess their preferences. It is more correct to offer several alternative options at once - for example, “standard”, “business” and “premium” kits.

In this case, the psychology of sales will work well. The buyer will understand that he was offered products with a wide price range, and he has very few reasons for not buying. At the same time, it is necessary to correctly compose sets of products of different prices and clearly explain to the customer the differences between them. Start with the most expensive sets - then he will perceive the cheaper goods positively.

Providing burning discounts.

For example, offer customers a bonus card with a unique code. If the buyer spends a certain amount in the store during the month, the next one he will receive a discount on all products. The size of the concession depends on the number of orders in the previous month. At the same time, the discount burns out if a person has not bought anything for a whole month. The approximate range of discounts can be as follows: from 5% for a purchase of 100 rubles to 30% for spending 20 thousand rubles.

Cost differentiation.

Manufacturers set a single price for certain categories of products. Often this is not entirely justified. If the visitor directly asks about the price, the manager does not have time to identify his needs - he needs to clearly state the amount. If a single cost is not set, the manager can ask a lot of clarifying questions, establish a dialogue and get information that will help influence the buyer. In addition, this way you can slightly increase the number of customers.

Favorable price image.

From a psychological point of view, it is better to write “100 rubles a month” on the price tag than “1200 rubles a year”. Properly setting a price that is not intimidating, you can significantly increase the size of sales.

Tools to increase sales in a retail store

Patency.

How to understand even before the start of the store, how busy is the place where it will operate? Easily! Stand at the door of the future company and for a certain time count all the people who passed by and cast a glance in your direction. So you think total amount potential clients. To make a more accurate description, you will have to take into account the gender and age of people passing by. Compare the received data with the theoretical portrait of the buyer and understand the approximate attendance of the retail store by ordinary passers-by.

Signboard.

So, you figured out the number of possible buyers-passers-by. Now they need to be "hooked". First of all, a signboard can help with this. She must be:

bright and eye-catching;
understandable and giving an idea of what products are sold outside the door;
encouraging to buy in this store (with the help of a wide range, affordable prices, High Quality etc.).

Most often, it is possible to find out how effective this or that sign is only by experience.

Cross selling.

By selling a certain product, you can offer related services. For example, a person who has bought an aquarium can order its proper installation, connection and maintenance - all without leaving the cash register. For this retail store it is necessary to agree with the relevant firms, and then attract buyers and receive your percentage.

Determination of the purchase threshold.

There is no specific model here - it all depends on the imagination of the store owner. The essence of the method is as follows:

making a purchase, the price of which exceeds a certain limit, the client receives a coupon for free shipping, a discount or a gift;
If you buy two items, you can get the third one for free.

The list can be continued endlessly. Each store is trying to come up with its own promotions to increase sales in stores.

Payment of change of goods.

This method is not very common, but very interesting. When paying for products, the purchaser receives change not in money, but in goods - for example, matches or candies.

Yellow and red price tags.

This method is widely known. Many supermarkets sell products that are past their expiration date at discounted prices. This is what the multi-colored price tags report.

The ability to return the product if you do not like it.

Moreover, there is a law that obliges sellers to accept products back within two weeks after the sale.

Price hints.

On the labels, you can put information that some others usually purchase along with this product. The buyer is likely to take the advice and buy something in addition to the main product.

"Armchair" for the companion of the buyer.

People rarely go shopping alone, and more often than not, your direct customer's companion is a person who is completely uninterested in your services. To prevent him from trying to get your customer out of the store as soon as possible, offer him an activity that will help pass the time: watching TV for men, playing games for children, reading fashion magazines for women.

Unique selling proposition.

Not every store owner has the opportunity to rent a room on a busy street and hang a chic sign. However, anyone can create a unique product or service for which people want to go out of their way. This is the main method of increasing sales.

Upselling.

This is an offer to make an additional purchase to the main one. For example, when buying a smartphone, a SIM card and insurance are offered, and the purchased bouquet of flowers is advised to pack for an additional fee. The main rule is that the price of an additional service should not exceed the price of the main product. This method allows you to increase the level of implementation of the company by 30%.

Working with margin.

Perhaps the most affordable method to increase profits. They say that the low cost of goods is not always perceived by the buyer as the most attractive. Often, a product sold at a high cost is considered by buyers to be of better quality. Ask yourself the question: does it matter if a sausage costs 300 rubles or 310? Most often, this difference seems negligible to buyers. Now calculate the total profit.

Consider the example described in Robert Cialdini's The Psychology of Influence. The owner of the jewelry store could not sell a few pieces of turquoise jewelry. Leaving on vacation, she left her subordinates a written order "* 1/2 the price of all turquoise." Imagine her surprise when, upon arrival, she found out that all the jewelry was sold ... twice as much. The seller simply did not understand her order and increased, not reduced the cost.

Price tags.

Take a critical look at your price stickers. As a rule, they are impersonal and do not catch the eye. Potential buyer has only a few seconds to decide on a purchase in the particular store that he visited. Try to surprise him enough so that he lingers for at least a few minutes and starts asking questions. This can be helped by price tags printed on colored paper and cut out in the form of intricate shapes, with tempting and sometimes shocking offers. For example, on the eve of the New Year holidays, you can print them in the form of snowflakes, Christmas trees, snowmen and other holiday paraphernalia. Or you can place in a conspicuous place a product that is sold at an exorbitant price. Probably no one will buy it, but many will want to look and maybe buy something else. It doesn’t matter what they say about you - as long as the address is correctly indicated.

Smile.

In stores where salespeople smile at their customers, sales increase by 20-30% compared to outlets where surly staff work. Teach your employees to smile regardless of their mood.

« Free cheese" without a mousetrap.

The famous home improvement brand offered free cookies to shoppers. Thus, he attracted parents with children to the number of buyers and won over consumers.

Non-standard warranties.

Provide additional guarantees and you will get new customers. "If we don't deliver the pizza in half an hour, you get it for free." “If the seller is rude to you, you will receive a discount.” “If you find a product cheaper than ours, we will refund 110% of the difference!”. Experience shows that it is very rare to implement these guarantees, but the opportunity itself certainly attracts customers.

Other services.

Let's say you own a beauty products store in a small town. How do you get the whole city to know about it? It's easy: Hire a high-class stylist and distribute flyers that for a month a master will work in your store to help you choose cosmetics and teach you how to apply makeup correctly. In a month, women will only talk about your company - even those who do not need a stylist, and they learned about the promotion from their girlfriends.

Do you sell plastic windows? Announce a promotion under which each customer will receive a device for free that measures the thermal conductivity of windows and calculates heat loss. Anyone who needs to replace the windows in the apartment will first of all think about you. You can offer the installation of mosquito nets for three hundred rubles. Perhaps at first it will bring you losses, but then you will see how many customers for whom you installed them will come to you to order windows. Moreover, your masters can subtly hint that it is time to change the windows.

How to increase wholesale sales

Establishment of a marketing department.

To increase sales, you need to properly organize the work of the marketing department. Specialists must constantly explore the market, look for new options, optimize production and logistics processes. Hire competent workers and your company will prosper.

Range expansion.

Always think about the possibility of increasing the range of products offered. You can more diversify the models, their size range, the number of related products. By multiplying your offer, you save the client from having to look for other suppliers.

Demand study.

Determine the capabilities of your buyers and set tasks for managers, based not on the experience of past years, but on the share of your deliveries to the customer. For example, your manager sells goods for 100 thousand rubles. The partner's turnover is growing. However, it turns out that the potential of this organization is 10 million rubles, and your company is simply used as a reserve supplier. It's bad if the manager doesn't know about it. It's even worse if the manager doesn't even know.

Competent work with federal and regional networks.

Majority wholesale suppliers try to cooperate with large corporations. To conclude such an agreement, as a rule, is quite simple and almost always profitable.

Transparent pricing policy.

Keep it clear and understandable pricing policy or put your managers' salaries in direct proportion to profits. Either you work according to a strict price list, in which all categories of clients are registered, or you empower the manager to provide any discounts and bonuses, but at the same time make it dependent on revenue. There is no third.

Conclusion of contractual obligations with regular consumers.

Contracts with regular customers is a mutually beneficial cooperation in terms of not only cost and profit, but also price and quality. buy good product at a favorable price. This will allow you to provide optimal matching of prices and corresponding product features for your customers, which will become your indisputable advantage. Buyers simply will not be able to refuse such an advantageous offer. Treasure the reputation of a conscientious supplier - it will work better than any advertising.

Penetration into the client's business.

The better you understand entrepreneurial activity your customer, the lower the risk of losing him, the closer you are to end consumers, the better your consignor's sales are going.

Thorough analysis of customer failures.

Let's say a small customer left you. You do not get upset and think that you will have more time to interact with large firms. In fact, this situation is fraught with serious consequences. The reasons that caused small companies to stop doing business with you can also affect large ones. The modern market is arranged in such a way that small organizations are more sensitive to new trends and trends - this helps them survive. Therefore, the factors influencing them will later be reflected in large enterprises. You have to carefully analyze the departure of each buyer and draw the right conclusions.

The focus is on the customer, not your business.

This is the basic principle of operation, and not a way to make a profit. Once you've started wholesale, focus on selling your customers. Think about how to increase the sales volume of the partner company, what product is in the greatest demand, how to increase the profitability of the enterprise. While the partner is afloat, you are on the crest of the wave.

Compliance with the rules of work with distributors.

It is very important to properly build interaction with dealers - so that it does not interfere with work with ordinary buyers. Decide what is your priority: retail or hospitality. Often it is worth closing your own retail and stop giving discounts to intermediaries. In other cases, you should focus on your own implementation - if resources allow.

Creation of interesting proposals.

The pricing policy of the company and its bonus system should work for long-term cooperation, and not for one-time transactions.

Monitoring.

Constantly analyze the offers of competitors. Clients who have previously used their services will help you with this.

Working with transport.

Create your own logistics department. This will give you a huge advantage over your competitors - you will be able to ensure uninterrupted delivery of goods. Of course, at the first stage, you will have to incur significant losses, but after a short time they will pay off handsomely, helping to increase the level of sales of the enterprise.

Constant search for new clients.

The main goal of a piece-selling store is to make a profit. Most often, such companies are open to offers that promise additional income. Of course, there is a risk that you may lose your regular customer, who was poached by competitors. On the other hand, it is likely that you will be able to offer more profitable terms. Therefore, do not stop looking for new consumers, even if the enterprise is already operating at full capacity.

Staff training.

The volume of trade largely depends on the person selling the product or service. It is necessary to focus on the selection of competent staff and their training. However, participation in many master classes, seminars and trainings is by no means an option. You need to understand which of the activities is most effective, and choose it. Teach workers to show the product face, emphasizing its merits and not dwelling on the inevitable shortcomings. The professionalism of the staff is the best way to increase the level of sales.