Golden rules of flower trading. Secrets of successful trade in women's clothing (for beginners)

Rule No. 1: “The right approach to the client is the first step to making a sale.”

How to:

10 seconds after the client has entered, approach him at a distance of 2-3 steps and greet him (“Hello”, “Good afternoon”, etc.). The ideal option is if the greeting and first contact arouses the client’s interest.

This can be achieved by provoking questions: “Good afternoon. Would you like to purchase...?” or clarifying questions: “Good afternoon. Are you coming to us for... or for...? We say the first phrases to the client’s face; eye contact is important.

Main mistakes:

• Wait for the client to show interest in you (this is the function of the vending machine, not the seller)
• Greeting the client from behind (this is rude and intimidating)
• Shout of welcome through the entire salon (reminiscent of a bazaar)
• Greeting from behind the reception desk (obstacle prevents establishing contact)

Rule No. 2: “Find out what you need, then offer it”

How to:

Ask two or three clarifying questions, understand what the client is interested in, and only then make several suggestions. If the proposals do not interest the client, it is necessary to ask a few more clarifying questions and, based on the information received, make more proposals.

Main mistakes:

• Wait for the client to choose the product himself (the seller’s task is to help the client and promote the most competitive commercial offers companies)
• Immediately after the greeting, offer all the products in a row (without information about what the client needs, it is difficult to make an interesting offer for him)
• Ask a couple of questions, and still not clarify the client’s need, present him with the entire product

Rule No. 3: “In addition to the properties of the product, talk about its benefits”

How to:

When making an offer to the client and naming the properties of the proposed product or service, talk about the benefits that this property will bring. To convince, we give examples from life, demonstrate the product, that is, we give time to become its owner.

Main mistakes:

• Name many properties without benefits (the characteristics of the device have little connection with a person’s daily life)

Rule No. 4: “Take advantage of promotions and special offers”

How to:

During the entire dialogue, use at least two promotions to motivate the client to buy here and now. Promotions should be offered when greeting, during the presentation of the product, immediately before completing the contact. Offer the promotion using a short and simple message or question, reflecting the main benefit of the promotion.

After the client is interested in the special offer, discuss the mechanics of the promotion and all the conditions.

Main mistakes:

• Communicating with a client without offering shares (this is the biggest possible nonsense; shares are the seller’s main tool)
• Immediately spell out all the conditions and nuances of the promotion (the client needs to be interested by talking about the main “raisin”, then, having interested the person, tell the details)
• There are a lot of unnecessary words, the more words, the less you are understood.

For sales to go well, you need to know and use some rules; let’s look at the main ones.

The first golden rule of a seller:

“The right approach to the buyer is the key to a successful sale.”

When a potential buyer has just entered the store, after 10 seconds you need to approach him fairly close, in about 2-3 steps, and say hello: “Good afternoon,” “Hello.”

An ideal option if your appeal arouses the buyer’s interest. Also, along with the greeting, to attract attention, they ask questions: “Have you come to us for...?” “Are you interested in discounted items?”

Don't rely on the buyer to show interest in the seller. The greeting must be spoken to the buyer's face.

Common mistakes:

Expectation that the buyer will contact you, you are not a vending machine, you can make contact first, since you are the seller.

You should not greet a person in the back, it can scare you away and is a sign of bad manners.

There is no need to shout across the entire store (salon, restaurant), this is only done at the market.

You cannot say hello because of some obstacle, for example, the receptionist prevents you from making eye contact.

The second golden rule of the seller:

“We find out what the buyer needs and offer it.”

After the greeting, it is important to find out what the buyer is interested in. To do this, you need to ask what exactly the client needs and offer several products. If the buyer does not like the goods offered, you need to ask again, clarify what the buyer would like.

Common mistakes:

There is no need to wait for the buyer to choose the product himself. It is necessary to help him with his choice, to offer the most competitive positions.

You cannot immediately offer absolutely all products from the door, without a greeting and clarifying questions.

Do not fully figure out what the buyer wants and offer him the wrong products.

Third rule:

“We explain to the buyer not only the properties of the product, but also its benefits.”

When listing the characteristics of a product or service, the buyer does not always understand how it will be useful to him in the future. Everyday life. When describing a product or service, it is necessary to give real-life examples of what benefits the buyer will receive after purchase.

Common mistakes:

Product description without listing benefits.

The fourth golden rule of the seller:

“Special offers and promotions help sell.”

During the entire conversation with a potential buyer, you need to talk about a maximum of two ongoing promotions in this moment. You need to talk about promotions at the beginning of the conversation, in the middle and at its end.

The main thing is to convey to the client all the benefits that he will receive by participating in the promotion. If the buyer is interested and wants to take part in the special offer, he needs to be told all the details of participation.

Common mistakes:

Communicate with the client without informing him about promotions. This is the most big mistake, because shares are the most powerful sales tool.

You need to start talking about the promotion with very tempting benefits, and all the details come later if the client is interested.

No need to say too much. The more unnecessary words, the less you will be understood.

Additional Information

Each buyer has his own path to purchase, each person is guided by his own decision-making factors.

That’s why people don’t buy right away, they start thinking, putting it off until later, and as a result, they end up with a lot of idle, non-resulting communications with customers.

You need to constantly improve your knowledge about your target audience. And learn to close objections. All this is based on the psychology of human behavior, as well as what problem your product can solve.

In order to improve your skills, I recommend that you read Harry Friedman's book “No thanks, I'm just looking.”
This book outlines the entire process of working with a potential client. Clarifying needs, competently demonstrating the product, how to deal with objections and closing the deal.

Most entrepreneurs who started their business from scratch, and even experienced businessmen, are concerned about the question: how to increase sales in a store?

This article will cover 9 effective ways that can increase profits.

A big plus: they will not require additional substantial investment in implementation.

How to increase sales in a store: determine the main factors

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

The arrangement of products on shelves, racks or hangers plays a huge role in sales.

There is even a special “science” - merchandising.

It is also important what the product looks like.

For example, it will be difficult to persuade a client that this meat is worth buying if it looks like it has been sitting on the display case for a week.

Products must be intact, clean, and look presentable.

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

Now let's move on to learning the basic tricks that will help increase sales.

9 working ways to increase store sales

Rule No. 1. The more expensive the better.

The sales assistant must closely monitor every visitor in the store.

And not because the buyer can appropriate something for himself and not pay for it at the checkout, but in order to offer the product at a higher price in time and thereby increase the number of sales.

Sounds absurd?

For example, a sales consultant noticed that a visitor was already ready to buy a hat.

At this moment, he comes up and, without any intrusiveness or trembling in his voice, offers a similar product, only 15–20% more expensive.

Of course, for a reason.

At the same time, he refers to the fact that the hat he proposed:

• several orders of magnitude better quality than the previous hat;
• produced by a well-known company;
• this brand will be popular in the coming season;
• be in the status of exclusive accessories, etc.

No fashionista can resist such a list of advantages.

In addition, psychology comes into play here: most people cannot utter the phrases “this is expensive for me,” “I want something cheaper.”

This move allows you to increase the number of products sold, despite the fact that “misfires” in this scheme, of course, happen quite often.

But even if 30–45% of all visitors fall for this trick, then this method will increase conversion by 22%!

Rule No. 2. The more the merrier.

For a consumer to buy not one, but several products, he needs a compelling reason.

Let's return, again, to the example with the hat.

Only in this case should the seller increase sales by offering to additionally buy another item at the point of sale, and not a similar product.

For example, buy matching gloves or an elegant scarf to go with your new hat.

In no case should an employee force you to try on the product on offer and be intrusive!

This will have the opposite effect.

The buyer can even henceforth take the tenth route around the store to avoid this “pesky character.”

The seller must demonstrate the second item, describing its advantages.

It is important to explain to the person why he should leave with two purchases at all.

For example, noticing that the proposed scarf is in harmony with the chosen hat, while creating a full-fledged fashionable look.

This is a good trick to increase sales in the store.

Rule No. 3. How to increase sales in the store with the help of a related offer?

This rule is in some sense “consonant” with the previous one.

Every clothing store contains products that can additionally increase sales, but are usually not offered to customers when choosing the main item.

These are the so-called small items, which are usually displayed in the checkout area or on small racks around the sales floor.

So related product can be:

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

How it works?

For example, a man buys jeans.

At the checkout he is offered to purchase an additional pair of men's socks.

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

Few buyers will refuse: socks will always come in handy, and participation in the savings system is an opportunity to save on future purchases.

The consumer thinks this is a good investment and agrees.

Even if the entrepreneur’s profit from one such sale is small, but if you sum up the results of the month, the increase in sales using this method becomes obvious.

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

Rule #4: Don't forget about your customers

Use methods that will allow you to find out the buyer’s contact number at the time of sale of any product.

Most easy way- this is asking you to fill out a small form, for which the client can receive a discount card.

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

How will this help increase sales at the point of sale?

The collected contact numbers of consumers are used for calling.

Here's how consultants can justify calling a buyer:

1. Information about new deliveries to the store.
2. Messages about advantageous offers.
   For example, “buy one razor as a gift for a man on February 14, receive the second as a gift” or “we will pack it in beautiful gift paper for free.”
3. To find out why the client has not visited the store for a long time, and whether he has any wishes regarding service or product.

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

Only those employees who have good diction and know how to work with objections should do this.

They also give a good response rate and will also increase sales in the store.

The effectiveness of this method is confirmed by statistics:

Rule No. 5. Enter your discount card

To increase store sales in this way, you need to become familiar with the two sides of the coin in this process.

The positive side of the coin

How to increase sales in a store?

Mainly by increasing the number of consumers. And a discount card allows you to “get” them.

Buyers will always be attracted by the opportunity to save money.

For example, a girl wants to buy herself a handbag. This model is in two nearby stores. Only in one she has a discount card, and in the other she does not. Of course, she will go to buy goods where at least a small saving awaits her. Reasonable, isn't it?

With the help of discounts, we can increase sales by attracting more customers rather than increasing prices.

Negative side

When issuing such cards regular customers, the store loses the lion's share of profits.

Whatever one may say, the amount “underpaid” by the buyer is the lost profit of the outlet.

Therefore, the feasibility of using cards must be calculated in each specific case separately.

Each owner will determine for himself whether it is worth using this method of attracting visitors.

But its effectiveness cannot be denied. Moreover, the efficiency gradually increases.

Note the comparative statistics on whether availability influences discount card for attendance:

Rule No. 6. Bonus program to increase sales

This is another move that is aimed at increasing sales in the store.

Calculate medium enterprise and add about 25-35% to it.

This amount will be the control minimum for bonus program.

For example, the average store receipt was about 2,000 rubles. Then, to receive bonuses, the buyer will need to cross the threshold of 2,500 rubles (2,000 + 25% = 2,500).

Come up with some gifts as encouragement.

This can be either store products or any products from partner companies.

This method can increase sales in the store.

In addition, teach your employees to say the following words: “You made a purchase in the amount of 2,320 rubles.

If you purchase another 180 rubles worth of goods, we will give you one of the gifts to choose from:

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

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

Also, instead of gifts, according to the terms of the bonus program, you can award points that customers can spend on future purchases.

This kills two birds with one stone: it attracts people and makes them become regular customers.

The scheme is like this:

Rule No. 7. How to increase sales in a store with the help of promotions?

This list is 10 the best ways How to increase store sales would be incomplete if you consider promotions.

Promotions will always exist, because this is the easiest way to increase the volume of goods sold.

They allow you to motivate a person and persuade him to spend more than he originally planned.

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

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

The store sells several items at once that might otherwise sit unsold, instead of writing them off and sending them to stock centers.

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

It is noted that information about such actions is disseminated through word of mouth especially actively.

Rule No. 8. “Book of complaints and suggestions”

According to the law, every business must have such a book and issue it upon the client’s first request.

But often the owners completely ignore their presence: the document is sent “to the table”, and is issued only upon urgent requests (“otherwise you never know what kind of nasty things they’ll write to us”).

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

Surprised?

The fact is that based on complaints and suggestions, self-respecting boutiques or retail outlets determine what exactly customers are missing!

Of course, you shouldn’t invite every visitor to leave a note there.

Instead, you can introduce short surveys.

They can be carried out by cashiers when selling goods, and can also be placed in trading floor box for requests and wishes.

Rule No. 9. Communication with the client

To increase sales in a store, you need to think not only about selling “here and now.”

Work for the future too.

For example, a person bought an expensive tablet, phone, laptop in your store.

And suddenly, a day or two later, store representatives call the buyer and ask:

1. Is the consumer satisfied with the purchase?
2. How quickly did you manage to set up an expensive purchase?
3. Do you need help mastering technology?
4. Do you have any suggestions for improving the store?

Agree, this gesture is very pleasant.

Every person will appreciate such care.

In addition, you will definitely want to tell your friends and acquaintances about this step of the store.

And word of mouth radio - effective method free advertising.

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

But we can’t forget about the main thing behind the “tinsel”: the key to the success of a retail outlet is customer care, quality products and highly qualified sales consultants.

If everything is in order with this “base”, the methods described in the article will help increase sales in the store in short time.

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The owners of the flower business, who know, without exaggeration, everything about how to open a flower shop and make it profitable, are unanimous: this type of activity should be chosen only with full awareness of all the risks and a willingness to bear them. However, selling flowers can become very profitable business, since such a product is always in demand (although the demand for it varies greatly throughout the year). The main thing is the desire to work (and it will take a lot of effort) and the ability to properly set up a business. And if the future entrepreneur will have to decide on the first component independently, then in the second, the proposed detailed information will help step-by-step instruction.

Step No. 1. Registration activities

If we're talking about about the flower business, then the first stage - notifying the state of the desire to start your own business - will be the simplest here: of all the established organizational and legal forms for the retail trade of flowers the best way Individual entrepreneurship is suitable. After collecting the necessary documents, selecting the OKVED code 52.48.32 " Retail flowers and other plants, seeds and fertilizers” and paying the state fee, you need to decide on (“ ” or “ ”) - and you can move on to the goal.

The next step is to purchase a cash register and register it with the tax authority. Carrying out this procedure independently, alas, is not fast (it can take up to two weeks - and this is provided that no incidents occur), therefore, if there is a sufficient amount of starting capital, it is advisable to entrust the registration of the cash register to the sellers of the device themselves. This service is provided on a reimbursable basis, but you will have to wait a maximum of three working days.

Another important question, which should be dealt with at initial stage, − the need to establish your own press. According to current legislation, to start a flower business in the status individual entrepreneur, printing is not required (it is only required for legal entities), however, good suppliers may not agree to work with a store that does not have this attribute. Companies involved in the sale of fertilizers, plant pots, and soil are especially scrupulous about the presence of a stamp in invoices and accompanying documentation.

Step No. 2. Collection of documents

Whatever the expected turnover of the future business and the area of ​​​​the premises where it is planned to sell the goods, the list of mandatory documents for opening a flower pavilion will be the same. At the same time, all collected papers must always be stored in the store - and be presented to the buyer upon request. This is what the list of required documents looks like:

• trade permit,
• conclusion of the SES on compliance,
• packing list.

In addition, the assembled package must contain a book of complaints and suggestions - this is a mandatory requirement. But you don’t have to invest in the price, although from the point of view of the store’s attractiveness to customers, it certainly won’t be superfluous.

Another optional, but desirable document is a copy of the certificate that each supplier has. If possible, it is worth making copies and keeping a stack of them at hand - this increases the authority of the store in the eyes of both customers and representatives of regulatory authorities.

In no case should we forget that all flower shop staff must always have valid medical books on hand and wear badges with photographs.

Step No. 3. Estimating

At the end of the “bureaucratic” stage, which lasted for two whole steps, we can state that the store is open. However, there is still a lot of work to be done before the business becomes profitable.

It is worth keeping in mind that a rough estimate of future costs should be made long before registering an individual entrepreneur, since there is no point in starting a flower business without serious capital investments. At the same time, the lion's share of the budget must immediately be classified as advertising expenses: without an “engine”, trade will never generate income. This is where you should start calculating costs.

So, advertising is primarily external (light boxes). The structures themselves, along with installation, are relatively inexpensive (in the capital, one average box costs about $1,000), but their approval by all relevant authorities costs ten times that amount. Despite the fact that prices are lower in the regions, specific gravity advertising costs in the overall estimate remain the same as when opening a business in Moscow.

The next largest expense item (but not least important) is equipment: it’s hard to imagine how to open a flower business without refrigerators. You can purchase a ready-made unit, but it is better to order its production from craftsmen. The best option is to make one of the sides of the refrigerator a store wall, and attach plastic add-ons and a door to it, and then install a split system. The total cost of all this work will be about 140 thousand rubles.

In addition to ordering a refrigerator, within the framework of this costing article, you need to allocate funds for the purchase of flower stands and flowerpots. If the store area is large, flower shelves are installed inside special chambers, but glass vases must be purchased. If the retail outlet is small (tonar or pavilion), then inside it is necessary to install special structures for flowers (each will cost 5 thousand rubles), and use plastic flasks as vases (they are very inexpensive - 100–150 rubles apiece).

The following costs should be included in the same expense item (setting up a flower shop):

• for purchase and (from 10 to 20 thousand rubles - depending on who will deal with the issues of registering the device);
• for the purchase of packaging for flowers (most of all you will subsequently need ordinary transparent polyethylene), adhesive tape, a marking gun with a supply of tape, wire, and stationery;
• for the purchase of tools (special floral knives, cutters, scissors, pruning shears).

All these expenses (except for those related to cash registers) will amount to about seven thousand rubles. Of course, you shouldn’t forget about remuneration for florists, but it makes sense to allocate funds for it from current revenue.

The last item in order (but by no means least important) is the purchase of goods for the store. The amount of costs incurred in connection with filling storefronts directly depends on the plans of the entrepreneur and the size of the outlet. If we are talking about opening a flower kiosk or a small pavilion, then 50 thousand rubles is enough, but for large stores this figure will be approximately ten times higher.

Step No. 4. Determining the size and location of the outlet

When the estimate is ready and commensurate with financial capabilities, you need to decide what the retail space will look like and where it will be located geographically. You can choose from the following options:

• tonar - the simplest and least expensive way to set up a flower business - in a special van on wheels;
• modular pavilion;
• a separate building, perhaps an outbuilding (unfortunately, this profitable and convenient option is extremely rare on the path of a novice businessman);
• first floor of an apartment building;
• place in mall(the cheapest option in terms of rental cost, a toner and a flower pavilion are a little more expensive).

Of course, there are online stores, including flower shops. However (and this is one of the nuances of the flower business) opening a store of this particular format is inappropriate, at least at the start stage. But when trade is already established and brings stable income, you can organize an additional sales and advertising channel and create a website for accepting online orders.

As for the “geography” of placing a retail outlet, it is appropriate to recall the well-known joke of experienced businessmen that the success of a store depends on three factors - location, location and location. And indeed, it is this that essentially determines the viability of the point and the answer to the question of whether it is profitable to open a flower stall. There are quite a few factors influencing the choice of location for a store, but two of them are the most important. Firstly, the area must be densely populated, and there must be a dense flow of water in the immediate vicinity of the place of sale. potential clients(for example, locating your business near a major highway may be an excellent option). Secondly, the building (structure) itself must have a convenient approach for pedestrians and an entrance for Vehicle.

Step No. 5. Purchasing flowers and more

Perhaps the main advice from a flower business guru is worth mentioning right away: there should be at least three suppliers. More is possible - it depends on the scale of the activity - but three would be the best option. Why? If only because if one of the suppliers fails and does not deliver the goods on time or delivers a shipment of inadequate quality, there will always be a “reserve airfield” and the retail outlet will be provided with at least part of the assortment. The same applies to force majeure circumstances: the likelihood of a delivery failure on the part of three partners at once is extremely low.

The choice of assortment should be taken very carefully and regularly monitor both the state of the flower market as a whole and demand within the retail outlet. It is the last factor that is decisive in determining the structure and volume of the main purchase (this is what the most popular product is called in the flower business, which should make up 60–70% of the total assortment). The remaining positions - the so-called additional purchases (what, according to the store owner, will also be in some demand) - are usually identified as the business develops. At the initial stage, you can form additional purchases from the range of suppliers offering the greatest discounts.

When talking about how to open a flower stall, one cannot ignore the pre-holiday days. It has been empirically established that on the eve of February 14, the volume of purchased goods (for all items) needs to be doubled - and no later than 3 or even 4 weeks before the holiday. But at least a month before the “main flower day” on March 8, the purchase should be made tenfold, having previously allocated additional funds for this purpose for prepayment (about 30–40%).

And in conclusion - a few “golden rules” of the flower business

Selling flowers is a complex and risky activity, so it makes sense to start it only if you are one hundred percent sure of your desire to open just such a business. And, of course, there is no way to do this without hard work and love for floristry.

Whatever the volume of daily revenue, you always need to set aside part of it in reserve - to finance overhead and unforeseen expenses.

Florist is a creative profession, whose representatives need not only financial motivation. However, it has been proven that the optimal option for remunerating them is a fixed minimum salary plus a percentage of revenue. To monitor the work of staff, it is best to install video surveillance: immediately - if the budget allows, as the business develops - in other cases.

A clean, properly and beautifully designed display window is the key to the success of a flower business. That is why you should throw away without regret all flowers that have lost their presentation.

The clothing trade is profitable business, capable of bringing millions to its owner. If you want to become an entrepreneur and are wondering where to start, then this article will be useful to you.

So, you decided to stop “working for your uncle” and open your own business. The first step is to decide on the subject of your business. With development market economy Russia is filled with hundreds of commercial firms offering goods and services. The palm among such organizations is occupied by retail outlets selling clothing of various price segments and consumer purposes.

Secret #1:

There have always been and will be more women's clothing stores than men's clothing stores. The reason for this fact is simple - every woman loves to dress up, every woman loves shopping. Therefore, opening a women's clothing store will always be profitable and profitable!

However, at the initial stage, aspiring businessmen face certain difficulties. The main questions that concern new entrepreneurs are: “What to sell?”, “How and where to find assortment for your future store?”, “How to attract customers?”. To find answers to these questions, you need to determine the direction of your business. There are 2 possible options here, which will form the assortment in the future.

• women's clothing store: assorted assortment - from panties to winter down jackets;
• specialized store (shop evening dresses, home clothing store, underwear etc.) – specialized assortment (only dresses, only home clothes, underwear only).

Secret No. 2: from underpants to down jackets

We recommend that level 1 entrepreneurs (beginners) start and develop their business using the first option. The presence of panties, socks, bras, blouses, dresses, skirts, jackets provides undoubted guarantees that the doors of your store will always be open to all women.

The second step on the path to success is to find suppliers of goods. Fortunately, today the concept of “ iron curtain"has long been forgotten. The Russian clothing market is flooded with imported goods. Choosing reliable wholesale clothing suppliers is not as difficult a task as it seems at first glance.

Secret No. 3: explore the open spaces

The Internet can help you! IN global network wholesale companies selling women's clothing, more than enough, so it is not at all necessary to fly over the hill - to popular China or Turkey.

Every year, online stores are gaining popularity not only among retail buyers and lovers of joint purchases (mostly, of course, women are guilty of this), but also among traders who sell goods in large or small quantities.

Having found an online store or website offering women's clothing wholesale using any search engine, read the terms of cooperation. Companies that have proven themselves in trading market, strive to interest their potential clients not only with their product range, but also with working conditions that are beneficial for both parties. Discounts, convenient payment schemes, free shipping goods, promotions, sales - everything is done so that you start your business!

The next step in building your business is to form an assortment. Many trading companies provide assistance not only in this matter, but also provide marketing advice. For example, now in July, competent managers of online stores recommend buying in bulk autumn-winter assortment, which in a couple of months will be in great demand among your customers. And in the cold season, it’s time to take care of swimsuits and summer sundresses.

As they say, “prepare your sleigh in the summer...”, and business all year round! Good luck!