How To Break The Sales Of Brand Stores

As one of the terminal forms, brand stores are becoming a new market trend.

Although stores are springing up like mushrooms, it is easy to find out that different stores and different brand stores perform very differently, from decoration style to business mode.

So, in such a case, the store has to achieve a big breakthrough in sales performance, and the difficulty is relatively large.

For enterprises, the exclusive store takes two functions: image window and sale.

The same is true for dealers, but dealers pay more attention to the improvement of sales performance.

In order to improve sales performance, we must do a good job in marketing work. What we do is to differentiate the marketing work. Since the terminal form has been homogenized, we must try to make some difference in the management characteristics so as to enhance the attractiveness of the franchised stores to consumers, and promote the sales performance of the exclusive stores while doing a good job of image display.

I have worked as a distributor, and have opened a store under the support of the manufacturer. I have a little experience on how to make the specialty store open, and I am writing here for your reference.

1., we must highlight the taste of manufacturers and dilute the intermediaries.

From the consumer's mindset, consumers always like to take the goods directly to the manufacturer when shopping. They think this is the most authentic and the price is the most fair. However, when there are middlemen involved, they feel that there is a price increase in the middle, the price is not favorable enough, or the goods are not reliable enough.

In order to cater to the psychology of consumers, I try to emphasize the taste of the manufacturers in the layout of the stores, and weaken the traces of middlemen.

In particular, some details of the service, for example, the employees wear the same uniform as the manufacturer, wear the same badges as the manufacturers, all the documents and office supplies are marked with the manufacturer's logo, and even the letter paper envelopes used are pferred from the manufacturers. The books on the shelves are placed in the internal journals of the manufacturers. Through such detailed display, the impression that the stores directly belong to the consumers are created.

2. stores should create a production related atmosphere.

Since it is the exclusive shop of the manufacturer, in order to increase the authenticity, it is necessary to create an atmosphere related to production, especially to enhance the production process of product characteristics.

For example, the author posted on the wall the brewing process, storage features and related cultural materials of the liquor brand, and scrolls the promotional videos of enterprises, highlighting the production process of the products, making charts and models in a popular and intuitive way, so that consumers can see and feel them intuitively.

3. service is the key.

In order to maintain market stability and other downstream customers' interests, enterprises do not have much discount to store prices, and there is nothing special about gift stores. Then, only in service promotion, no matter whether they are passers-by on the way (although they are spectators, they will indirectly affect other consumers), or consumers who are in the state of information collection must maintain a consistent attitude towards service as a warm, thoughtful, patient and careful person.

In this regard, the training of employees' service consciousness is very important.

Because of the influence of cultural factors, many people think that serving others is inferior to others in their bones. Especially in some parts of North China, their sense of service has been relatively poor. From subjective to objective, it is difficult for employees to maintain good service at all times.

Many times, employees' sense of service is superficial and unsustainable. The boss is doing better. If the boss is not there, it may be greatly reduced.

Unless the boss stares at the store every day, it can not guarantee the continuity and consistency of service quality.

In order to ensure the quality of service, store personnel can not simply call the existing business people, but to re select from the outside, use excellent staff to promote the atmosphere of exclusive stores, and also put pressure on the old staff in the formulation of remuneration.

As the service consciousness of employees, it is necessary to form the habit of serving customers. When facing customers, they can make habitual expressions of appropriate attitude and language.

However, it is simple to train employees' sense of service and make them form habits, but without five or six years of training and training, they will not be able to come down.

From the employer's point of view, the cost of training and training is relatively high, and whether it is worth it is often doubted.

There is a shortcut to learn from it. Distributors can directly recruit employees who have such a good sense of service, such as hotel staff. As we all know, the service industry's benchmark is the hotel industry. The hotel has repeatedly stressed that the service is two words. From the day the staff entered the hotel, they had been emphasizing the sense of "service".

Over the past few years, the sense of service of hotel staff has been more thorough. To some extent, it has formed a habit, habit consciousness and behavior. Employees who have the service consciousness foundation have entered into the enterprise, the cost of pformation is low, the acceptance of the service concept is high, and the execution is much smoother.

Although the staff of the hotel lack relevant product knowledge, it can be solved by short-term training.

However, in order to improve the service consciousness of employees through training, it is not enough for a few years.

Good service attitude is the best way to establish word of mouth, and the author also pays special service fees to the staff of the store.

Additional financial support is provided for this service issue.

Judging from the actual effect, this method is very effective.

To tie the service with the job, it is proper for the staff to strengthen their sense of service.

The service needs the staff to arouse the emotion, this arouses the emotion to the staff.