What can you think of to improve your trading. How To Increase Your Sales: Valuable Tips

Hello, dear readers of the Anatomy of Business project! Webmaster Alexander with you. What is the monthly turnover of your company? It doesn't matter if it's 1 million or 30 thousand a month - in any case, you will be interested in increasing sales.

What are the ways to increase sales now?

There are two main ways to increase the company's profits:

1. increasing the number of customers (lead generation);
2. an increase in the average check, that is, either an increase in the cost of services, or the development of a system of additional sales.

Let's now analyze each of them in more detail.

How to increase the number of clients?

All currently existing ways to increase the number of customers can be divided into two large subcategories:

• an increase in the number of clients at the expense of manpower (an increase in the number of managers);
• increase in the number of clients due to the introduction of new marketing technologies and advertising.

As for the increase in the number of managers, everything is clear: the more managers we hire, the more they make cold calls and the more sales our company will have. Let's talk about methods from the second category.

What technologies to use to increase profits?

We use the following powerful tools for ourselves and our clients:

• Landing Page;
• SEO optimization.

Let's talk about each of them in more detail.

SMM - promoting your product on social networks

SMM Is an abbreviation for English. SocialMediaMarketing means promoting a product through social media. With the right combination of social media and marketing sites, you can get good results. In the article I told how my student managed to get orders for 200,000 rubles. in the first 10 days after the launch of her project.

Skillful project management based on social networks allows you to make sales with a large average bill. In my experience, there are projects with an average check of 100,000 rubles. At the same time, you need to clearly understand what kind of product you want to sell, and based on this, build your positioning in social networks.

If you are just starting to look closely at social networks, I recommend reading these two articles: and.

LandingPage - selling your product through one-page sites

Literally translated from English, this phrase means "landing page". This is what one-page sites are called. I have already talked about their potential in the article. In general, I can safely say that a competent launch of an advertising campaign in Yandex-Direct works wonders and brings in impressive profits. I will show this with a "live" example.

Take a company that manufactures built-in wardrobes. The average check she has is 45,000 rubles, of which 22,500 rubles. - net profit. The conversion of incoming calls to orders is 50%.

Promotion stages

1) We create a landing page with a conversion of calls to orders of at least 5%.

Thus, for $ 250-400, we get about 100 clicks. 5 of them are converted into orders. With a conversion of 50%, we get 2.5 orders for $ 250-400. Considering that the profit from these orders will amount to 22,500 × 2.5 = 56,250 rubles, this direction can be considered very promising for business development.

The main problem at this stage is that it is almost impossible to create a landing page on your own and set up Yandex-Direct, and the cost of such services is quite high: an average of 100,000 rubles. for customization. You can, of course, find cheaper options, but you need to understand that professionals with smaller budgets simply do not work and you run the risk of running into scammers. Nevertheless, this technology has one big "plus": traffic from Yandex-Direct is quite stable, and by setting everything up once, you will receive an unceasing stream of customers for several years!

SEO - increase in sales through SEO optimization.

Many people believe that after they create a site and fill out a couple of pages on it, customers will pour in an endless stream of them. Far from it! In internet entrepreneurship, webmaster (website builder) and SEO specialist (promotion specialist) are two completely different specialties. It often happens that the customer first goes not to the SEO specialist, but to the webmaster, which is fundamentally wrong! The fact is that the features of website promotion are significantly different from the webmaster's ideas about site building. And the work of a professional SEO-schnick is much more expensive. For example, if the design and layout of the site together cost 100,000 rubles, then SEO-optimization of the site may require from 200,000 to 1,000,000 rubles; it all depends on the complexity of the promoted queries.

You can carry out SEO optimization yourself (how to do it, it is described in a series of articles) or contact the professionals.

Why do you need to do SEO-optimization of a resource?

The main reason is that competent website optimization allows you to generate the most stable traffic. If the site is well optimized, it will provide customers for years. At the same time, large optimization costs are required only at the initial stage. As a rule, in the first year the resource is gaining popularity and in the future it is only required to maintain the project at the proper level.

Now imagine that your site is visited by 1000, 2000, or perhaps even 3000 target customers. What turnover will your company receive with a conversion of at least 3-4%? The answer to this question just explains why companies add such serious funds to the development of their sites. Perhaps you will start thinking about attracting new customers through the site.

If you have any questions, you can ask me in the section or write me a message "In contact with".

With a high degree of probability, it can be argued that by introducing these three components into your business, you will significantly increase the profit of your company.

As a nice addition, I have prepared for you 10 of the most effective psychological techniques that can be successfully used in online marketing and sales. I want to immediately draw your attention to the fact that using these chips I managed to increase the sales of one of my clients several times. Namely, from zero to 53,000 baht per day. (The work was carried out in Tailada). For more details, see this video:

How to increase sales: 10 psychological secrets

1. Overcoming "Barrier of entry"

Very often people feel some doubts, they do not know exactly whether this product or service will suit them, whether they need to pay money for it. And if it doesn't work, what to do? There are many doubts and even more questions that feed these doubts.
Therefore, many companies offer their customers to use a product or service for free, but only for a limited period. If we talk about the IT sphere, then there are various demo and light versions that have reduced functionality, but can show what the program is capable of.
By giving a person the opportunity to use a product or service for free, you dispel their doubts and increase the chances of buying the full version. As a rule, using the program for a month, a person realizes that without it it will not be so convenient, not so comfortable, so he decides to buy.
Also, the submission of your proposal plays a huge role here. Create a delicious catchphrase that will be hard to give up. Something like this: “The first 30 days of using the program are absolutely free. Feel all the privileges of our service and, in the future, you will ask yourself why you haven’t used it before ”. Of course, this is a quick hand text and you should create something more catchy, one that will make a potential buyer take advantage of your free offer.

2. Strength beliefs

Scientists regularly conduct various studies that are based on the influence of beliefs on people's behavior and decisions. Not so long ago, an experiment was conducted in which people were told that according to all tests and studies, they belonged to the number of "politically active voters." And, oddly enough, more than 20% of those who received such an attitude increased their activity during the elections.
It should be noted that the volunteers for the study were selected completely at random, but their decisions and actions were influenced by this attitude, the fact that they are included in the group of “active voters”.
This psychological factor can be used in sales as well. You need to convince your customers that they are unique, that the product you are offering is intended exclusively for a limited number of consumers, and it is "he", your customer, who is among the lucky ones.

3. Understand the types of buyers

Neuroeconomists distinguish three main types of buyers:
- Economical;
- Spenders;
- Moderate spenders.

With spenders and moderate spenders, everything is clear, they already like to buy, not always paying attention to the need for this product and its price. But in order to make the "thrifty" people fork out, and there are just over a quarter of all buyers, there are several methods of influence.

Price change. Basically, the price remains the same, but is taken apart into parts that are already easier to perceive. This is how the supermarkets of household appliances act now in Ukraine. If a plasma TV costs 12,000 hryvnia (48 thousand rubles), then they propose to split the payment into 24 equal parts and pay a small amount every month. The truth is more attractive than shelling out a lot of money at once. This method works and is very effective.

Everything at once. Here you need to offer the client to pay a little more, but get the maximum comfort and a package of services. This is what the tour operators do when they offer All Inclusive tours. A person feels that this type of recreation will be more comfortable, safe and convenient, therefore, he may overpay for the services provided.

And the third method is very often used by paid online cinemas abroad. You can choose to pay for each movie, or you can subscribe to a monthly subscription that will give you the opportunity to save money. As a rule, people register for a month and it is not a fact that this subscription pays off.
Of course, there are still many methods, but the essence is the same for all - to influence the perception of prices.

4. Become stronger, called upon by its limitations

Very often, large companies are afraid to admit their problems and shortcomings, which causes a storm of negativity and a flurry of emotions from users. Well, there is one more side of the coin. Companies do not notice their shortcomings until the "thunder breaks out", and when it does, it may be too late.
Therefore, learn not only to recognize the flaws, but to use them for your own commercial purposes. Have you ever received replies to comments about the work of this or that service by e-mail? If yes, then be sure that such a company operates in the right way, cares not only about its services and clients, but also about its reputation.
Also a very interesting move was chosen by a large printing company in Ukraine. On the main page of their site it is written that they are the number 2 company in Ukraine, and this fact does not give them rest. Therefore, they work 24 hours a day, seven days a week, have the lowest prices and optimal quality. And all for the sake of buyers appreciating them and being able to call them the best company in the country.

5. Tell us how act farther

The scientist has repeatedly emphasized that a person perceives even the most relevant information worse, if it is not followed by a clear instruction for action. This effect can be seen very clearly in sales. If you do not tell the client why this or that product is for him, then he is unlikely to buy it.
And if, when choosing a blender, you show what wonderful cocktails he can do, that he will pamper himself and his family with fresh smoothies and delicious cream soups every day, then the desire to buy this blender will increase significantly.

6. No one doesn't like to wait

A very important factor in online shopping is the delivery time of the goods. Therefore, you must clearly outline when and at what time the customer will be able to receive the product of his choice. This is very important on the eve of the big holidays, when a delay of at least one day means that you will not receive money for the goods.
The largest online store of household appliances in Ukraine, when ordering a product, necessarily calls back to the buyer, specifies the day of delivery, address and even time. The courier arrives within an hour from the appointed time. Clarity and responsibility are what can set you apart from many competitors.

7. Find a competitor

Try to create a competitor for yourself, even if it is virtual. Your proposals, against the background of your rival, should look more attractive and impressive. This will allow the buyer to understand that you care about the pricing policy, always try to make more profitable and relevant offers, always go one step ahead.
In the world of big brands, there are a lot of such confrontations - these are Apple and Samsung, which are fighting in the smartphone market. And what about the well-known pair of Pepsi and Coca Cola. Their "battles" can be watched forever. These posters, videos, billboards with tricks from each other attract the attention of millions of buyers around the world. Surprisingly, in such a war, both win, because the attention is riveted in both brands.

8. Engage like-minded people

Very often, companies use this kind of psychological move. They declare that when buying a product, some of the money will go to charity. According to surveys conducted in the United States, more than 60% of shoppers were encouraged to make a purchase in this store precisely by the fact that the proceeds from sales will go to those in need.
Such charity events are often carried out by McDonald's, but the most striking and effective was the one from TOMS Shoes. The idea of ​​the action was that when buying any pair of shoes, the other pair will go to the children. As a result, the company sold millions of pairs of shoes around the world, and a million more went to the kids.
Such promotions are also highlighted in the media, which will be an additional good advertisement for your business.

9. Proof

You must have reviews on this or that product on your site. Research shows that shoppers are more likely to make choices when they see hard facts. If 500 people bought a given product, left a bunch of comments and gave good ratings, then the probability of a purchase will be much higher than that of a cheaper product with the same characteristics, but without reviews.
Motivate users to leave their reviews, and over time this will significantly increase sales and improve conversion.

10. Surprise their clients

Don't be a standard and formulaic business. Try to constantly surprise and delight your customers. A striking example is home appliances stores, which add a small bonus to a standard order in the form of some small equipment: speakers, headphones, a mouse for a computer, etc. The user does not expect this, and such a gift will be very pleasant. Believe me, he will tell dozens of friends about it, leave a flattering comment, and will order from you more than once.

Trade-related organizations have always been concerned with one question: how to increase sales. I recommend 5 surefire 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 from different eras were concerned about one question: how to increase sales because more sales means more money.

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

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

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

What does the sales volume depend on?

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

It was the activity of the sales department that was the main measure of the company's success: sales grow - everything is fine, they fall - which means that you need to look for sources to increase their volume.

And only when things were going really badly, the focus shifted: 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 high is profit.

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

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

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

• there is a meager assortment in the store - he simply will not find what he needs;
• there are interruptions with supplies - now there are enough stores, so you can buy the required product in another place, and not wait until you have it;
• the sales area is dirty or has an unpleasant odor;
• the product is not advertised, etc.

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

Sales volumes can be increased if:

1. Increase the number of clients.
2. Increase the average check of 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 in one or more directions.

Increase in the number of clients.

From a small number of clients, either those who have just appeared on the market and have not yet managed to gain an audience, or long-established firms that are rapidly losing their clientele due to competition or internal problems, suffer most of all.

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

Often, executives or creative managers make the decision to completely transform the work of the company or change the range of products, which is why old customers begin 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 bill.

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's neighbor has only three regular customers, but each of them spends 200–300 hryvnia in his store every day.

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

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

5 ways to increase your sales

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

There are plenty of effective ways to increase sales, but I have chosen the 5 most effective both according to experts and according to my friend - a successful entrepreneur:

Study the market thoroughly.

Commerce does not tolerate random action.

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

Create a written strategic plan.

If the filming of full-fledged commercials and their demonstration are not available to you, then use modern methods: newspaper ads, social networks, emails, telephone information to potential customers, distribution of leaflets, etc.

Make prices flexible.

You know how some domestic stores do before sales: they raise prices (for example, by 20-40%), and then lure customers with attractive announcements: "Discounts on the entire assortment up to 50%!"

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

Conduct more promotions.

Most buyers love them.

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

They even add serious and reasonable people to their shares: "Price of the week", "Hot offer", "Thematic days", "Coupons for increasing points", etc.

Make changes to your company.

See what exactly isn't working.

Maybe it's about slow sellers, or your assortment of goods is morally outdated, or your prices are much higher than those of your competitors, or it's time to make repairs in the premises, 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 a salesman in a perfume store, customers left because the cleaning lady not only smelled sweat, but also washed the floors so frenziedly in their presence that they quickly retreated.

So, there are no unimportant trifles in this matter.

I bring to your attention a video with practical advice,

how to increase the average check of a customer in a store.

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

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10 Dec

In this review, I will give a methodology for increase in retail store sales, which includes tools for attracting customers, retaining them, as well as effectively detaching from competitors. I am sure that you are already familiar with the main directions and specifics of the development of your market, so let's go straight to the concrete steps ...

Retail store business strategy

Some experts suggest planning 10 years ahead. I consider this opinion to be erroneous. For a strategy, it is enough to define goals and plans for the coming year and be sure to adjust them on a quarterly basis. As long-term planning as 3-10 years should be, but this refers to the "vision" of the business and is closely intertwined with the personality of the entrepreneur. A vision can improve business performance by 40% -70%. How to use this business tool, I am individualized.

The second step is to align business and marketing goals. For this, a "marketing mix" or marketing mix is ​​being developed.

For a retail store, the 8P system is best suited:

• Product (Product) - those products, services and services that your retail store offers to customers.
• Price (Price) - the pricing policy of the store.
• Promotion (Promotion) - a set of activities, including non-marketing, which are aimed at captivating sales.
• Location (Place) - the territorial location of the retail store. With a strong brand, the factor may play a minor role.
• Process (Process) - a way of providing services and services.
• Clients (Prospect) - the number of prospective visitors to the store.
• Staff (Personal) - employees of your store
• Physical evidence - interior, equipment, exterior,.

The main mistake of most retail store owners is the lack of focus on the target audience. Of course, you can sell everything to everyone, but it is unlikely that with such an approach you will be able to compete for a long time with large supermarkets or closest competitors. Choosing a target audience is another step in developing a strategy. It begins with dividing the market into groups of consumers that are common in their characteristics -.

The attractiveness of a segment depends on many factors, but obviously, you should choose a different approach for each segment. It will be useful to consider the relationship of the segments. For example, a building materials store can target both professionals and the general retail consumer. In addition, these stores can partner with design agencies, plumbing and roofing stores. Thus, without having large retail space, you can maximally satisfy the needs of your customers and get additional income from the sale of related products.

Now spend comparing your store with major competitors that target the same customer audience as you. Comparing them for the main elements of the marketing mix that you described above. Put down the points from 1 to 10.

Think about how your store differs from the competition? By product, by service, by personnel, by image, or maybe by service? Describe and rate the most significant factors for your target audience and compare them with the existing parameters of your store.

So, the retail store development strategy is almost ready. It remains to create a unique selling proposition. USP is designed to provide potential customers with a reason to choose your store and not one of the competitors' stores.

Don't forget about the powerful operational management tool - SWOT analysis... It includes identifying the Strengths and Weaknesses of the company; identification of existing opportunities (Opportunities), as well as external threats (Threats); matching strengths and weaknesses with opportunities and threats; ...

Retail store advertisement

What to use? There is an advertising bedside table or light boxes on the street in front of your store. Competent window dressing and "selling" signs on the store itself. Low-budget advertising media in densely populated areas of the target audience.

If you give, then pay attention to the indicator affinity index(conformity index) - the ratio of the rating for the target audience to the rating for the basic audience of a particular media.

Additionally, you can work through the collective discount service. For example, Groupon, KupiKupon, Biglion and others.

The site is another marketing tool that can significantly increase the number of visitors. If your target audience uses social media, then this channel is also worth using. Don't forget about sites like Youtube.com, Slideshare.com and Podfm.ru

Promotion of sales in a retail store

Here are some tools to increase your profits at no additional cost:

• Testing prices
• Price targeting
• Price increase
• Additional guarantees
• Joint marketing
• Sale of additional products
• Additional services

And these require additional investments on your part:

• Discount programs
• Discounts and gifts
• Promotions, sampling, etc.
• Special offers: kits, recommendations, sales windows ...

Retail store public relations

Determine what your target audience is reading, watching and listening to. Offer your expertise or support. A well-written article by you can become free advertising. Next, you need to send the material to editors or journalists.

Sponsor or Organize Special Events:

• concerts and parties in your city
• organize holidays and fashion shows
• exhibitions, presentations, local competitions and others work well

Create and promote the distinctive sides of your retail store. It can be:

• Purchase features
• Service features
• Assortment features
• Interesting employees
• Process features
• Unique visitors
• Features of the building architecture
• Extraordinary events in the store, etc.

Arrange polls. Find out the opinions of your shoppers and shoppers in other restaurants on what matters to them, what they are happy with, or what needs to be changed.

Study the specifics of orders for different groups of buyers. Loyalty programs allow you to collect information about the individual preferences and desires of individual customers.

Build personalized relationships with your visitors. If your store is small, you need to meet regular customers by name. Smile to absolutely all clients. Be professional.

If after reading you have any questions, I am ready to answer them in the comments to this article.

1. Introduce bonuses for the number of meetings for managers in excess of the average.

2. Strengthen the visualization of sales results using chips, buttons, squares, pictures

3. Introduce negotiation duels for managers once a month.

4. Run a test drive of your product, service, service, etc. For several days, for a week, for a month.

5. Place stickers on your products with information about the special offer.

6. Buy an expensive coffee maker for customers.

7. Place a video greeting from the director on the main page of the site.

8. Send memorable postcards to clients by mail.

9. Implement an interactive map in the contacts section.

11. Conduct correspondence with clients via WhatsApp.

12. Place a fun corporate newspaper in the public domain.

13. Make a beautiful design commercial proposal in PDF and use it in business correspondence.

15. Create an original greeting that the client hears during the call.

16. Introduce templates of letters for managers for all occasions.

17. Implement cloud CRM.

18. Create a script for successful negotiations and monitor its implementation.

19. Launch 2-3 new marketing campaigns every month.

20. Hire a sales assistant and shift the maximum amount of paperwork from managers to him.

21. Monthly reward an employee for the best idea to increase sales.

22. Appoint one of the employees in charge of competitor information.

23. Launch remote sales without opening an office in all key regions.

24. Take another employee on cold calls.

25. Compare your site with 10 competitors in your industry - it might be time to refine it.

26. Make a selling price list.

27. Work with managers 3 options for the presentation of your company: in 1 minute, in 10 minutes and in 30 minutes.

28. Convene a strategic sales session with consultants and all executives.

29. To work out a system of guarantees and returns without any conditions for clients.

30. Analyze the sources of information about potential customers.

31. Teach managers to quickly determine what the main thing for the client is price, quality, speed of problem solving, completeness of solution, reliability.

32. Delegate to managers more authority to provide discounts and bonuses.

33. Find several assortment items for which it is painless to raise prices.

34. Work on the company's presence on social networks.

35. Move to an open-space office.

36. Add 3-4 channels of lead generation.

37. Order a professional photo session for all employees and place it in the reception area.

A commercial venture is designed to maximize profits from a occupied niche. To achieve this goal, an increase in volume and a decrease in current are required. Individual companies may follow the path of maximum permissible sales expansion, but this tactic is beneficial for small businesses only for a short period of time. Let's try to figure out how to increase product sales.

To implement it in the long term, significant ones are needed. However, there are many other ways to increase your sales.

Increasing sales: ways

Let's consider the main methods:

• increasing sales to existing customers;
• change in tariff policy;
• compelling commercial offers;
• quarterly progress reports;
• use of Internet resources to promote services;
• modernization of the processing of applications;
• sending offers to potential buyers;
• creation of a website for commercial sales;
• use of promotion channels;
• organization of work of sales managers;
• improving the quality of services provided;
• identification of promising directions;
• complex solutions for customers;
• offer of expiring discounts;
• moderate growth;
• changing the way of motivation.

Increasing sales to existing customers begins with determining how they relate to. The main direction that ensures the growth of sales is the regular replenishment of the client base, as well as the analysis of the changing needs of the clients. Based on this, it is necessary to find out a set of basic questions that will help to establish the circle of buyers, their interests and the way of making purchases.

It is common knowledge that 80% of a company's revenues can come from the top 20% of active customers. In addition, 80% of sales can be as little as 20% of the most in-demand products. Key questions that characterize clients:

1. Age, gender, occupation, level, interests.
2. Type of purchased item, its intended purpose.
3. Method, volume, frequency of purchase, form of payment.
4. Who may additionally be interested in the company's products.
5. The approximate amount of orders made by existing customers.
6. Are there any other companies supplying customers with similar goods.

As a result of the data obtained, the company must establish the main reasons that encourage customers to buy exactly its product, and not the products of competitors. Such reasons are commonly referred to as “Unique Selling Proposals”.

However, do not forget that they depend on all kinds of market changes, which, in turn, give rise to the need to create separate offers for each group of consumers. Next, consider the factors that will help make your work more effective:

• the structure of the resource should be simple and exclude the placement of different types of information ;
• it is desirable to have two separate menus, common and divided into segments ;
• on the main page, place a block with information about the benefits for the client ;
• the site must contain a link to a page with customer reviews ;
• availability of a banner with current special offers;
• the portal must have contact information, a callback order form.

The listed methods are based on the needs of the clients. The company also needs to regularly monitor the actions of competitors. This will allow finding new ways to attract consumers. Increasing sales and improving marketing policy directly depends on the completeness of the information collected.

Separately, it is necessary to detail the issue associated with a possible rise in prices for goods. First of all, you need to understand that by increasing the value of the product, the client should be given something in return. Based on this, the owners of small businesses should remember that the reasons why they buy their products today may differ significantly from the factors for which they will be bought in six months. Key factors that will help maintain customer loyalty:

• product upgrades, including the emergence of new options ;
• price list adapted to the financial capabilities of the client ;
• flexible scheme of work with the customer ;
• fixing prices in rubles (for Russian buyers).

Winning (weaning) customers from competitors

If they are clients, then it is advisable to monitor their market behavior. This approach will make it possible to make specific business proposals in a timely manner. As for attracting potential customers, here it is necessary to find out who is the current supplier of similar products, to what extent cooperation with him satisfies the customers and take into account the possible benefits for the client if he is ready to change the supplier.

With real benefits, the entrepreneur will have a chance to attract new customers. Regarding customers who, for certain reasons, began to use the products of competitors, then in this case it is necessary to restore contact with them and find out the reasons why the cooperation was terminated.

As a result of the monitoring, the information obtained can be used to restore business relations. Among the main reasons for refusing to buy products are the following:

• the buyer no longer needs your product;
• the price is very high;
• unsatisfactory quality of the goods;
• low level of service;
• competitors' offers are more interesting.

When customers start giving up on your products, then it's time to increase the company's appeal. If high prices are a stumbling block, then you can use limited discounts, for example, up to three months.

But, if customers are not satisfied with the quality of the product, then it's time to conduct a survey among buyers to find out their wishes. If there are wishes that are acceptable in terms of costs and can bring profit to the enterprise, they need to be applied in relation to other customers.

An additional reason for refusal to purchase is the lack of activity of the supplier. For many buyers, it is essential that there are regular contacts, in particular through phone calls, friendly visits and postal notices.

If the consumer does not receive this, he thinks that the supplier is no longer interested in him and begins to look for new business contacts. Therefore, an entrepreneur must anticipate such moods of his customers and meet their needs.

Attraction of new clients

There are many consumers who have not tried your product yet. Moreover, their interests may correspond to the interests of existing clients. Increase in sales, possibly by attracting new customers. Of course, this will require a small upgrade in the customer relationship system to meet the needs of the attracted customers. This tactic will significantly reduce the financial, which are associated with an increase in business activity.

To identify the qualitative characteristics of a particular group of consumers, such sources of information as statistical compilations, market research or reports from trade associations are suitable. Interviewing different groups will help to understand that new customers will not necessarily be identical to existing customers. As a consequence, it will be necessary to establish the main differences when choosing the purchased products.

Customer recommendations can complement the big picture. After identifying the main groups of potential buyers, you can do:

• listing buyers with the designation of their basic characteristics;
• mailing"Direct inquiries" by E-mail with the display of a commercial offer and a short description of the company;
• the implementation of the action"Cold calls", which consists in direct contact with potential customers in order to find out their buying preferences;
• advertising campaign in newspapers, magazines, on radio, television or in;
• popularization of the method"Personal Recommendations" from existing clients;
• using the reception"Incentive Blend", which consists of a set of different activities that provide consumers with a competitive advantage of the product.

Separately, you need to discuss the sale of goods in the "" mode. It is a one-stop solution for many companies looking to increase profitability and reduce operating costs.

For the successful sale of products, the main role is played by cost, quality, assortment of goods and their availability in stock. On-time delivery is an additional factor.

Benefits of online trading:

• significant cost savings;
• automated order processing;
• the possibility of girth is huge;
• round-the-clock operation;
• the ability to instantly receive payment;
• no need to walk on;
• continuous improvement of the structure of the offered products;
• automatic generation of product catalogs.

Increase the intensity of purchases from existing customers

The increase in sales is due to the increase in the volume of purchases by existing customers. Because it is much more difficult to attract new consumers. Therefore, it will be useful to study the "Pareto Principle". According to this principle, about 80% of success comes from 20% of the effort. Thus, it is quite natural to apply this rule to the issue of making a profit and increasing sales of products. An overview of sales using the Pareto Principle includes:

• sales volume per customer;
• income from each consumer;
• sales volumes for a particular type of product;
• generalized profitability for products sold;
• the aggregate volume of sales and revenues for each individual distribution channel.

Data analysis includes:

1. Calculating sales volumes for each of the above indicators for a specific period in order to obtain the total amount.
2. Location of received information in descending order throughout the analyzed period.
3. Percentage calculation all indicators (item 1) and their subsequent arrangement in descending order.
4. Calculation of the total percentage in decreasing order.
5. Identifying product categories, for which the total sales volume reaches 80%.
6. Comparative analysis obtained data with the results for the past period, in order to subsequently focus on those methods that provide 80% of sales.

Thanks to the information received, the company will be able to take adequate measures to increase sales. The analysis of the situation will show what the buyers are thinking and saying. If the counterparty purchases products closer to the end of the month, then a phone call received by him two weeks before the event can be a useful tool that guarantees an increase in sales.

You can also draw attention to the enterprise by the regularity of deliveries or by sending a specialist to eliminate minor equipment breakdowns. An additional incentive can be the sale of certain goods on credit. A good way is to offer discounts to your customers, especially on products sold by competitors. The method of distribution of related products has also found wide application.

Sales today serve as a guarantor of future production financing. Visually, the actual size of the critical sales volume can be seen on the graph as the intersection point of the straight lines that represent total expenses and sales revenues. An increase in sales is possible due to:

• involving buyers in games;
• inviting clients for the holidays;
• teaching buyers something;
• providing an opportunity to taste the product;
• attracting celebrities;
• using a variety of discounts.

Focusing on specific types of customers is also a good way to generate sales growth. Neuroeconomists argue that the process of "spending money" continues until it starts to create inconvenience. Individual studies have identified three basic types of buyers:

• 24% are curmudgeons;
• 61% are average buyers;
• 15% are wasteful.

Each company is interested in buyers who:

• purchase a highly profitable product;
• are paid for products in full;
• prefer to place large orders;
• rarely cancel orders;
• pay for the goods on time;
• do not need after-sales service.

Taking into account the peculiarities of each individual group of buyers and the results of the analysis carried out, it is possible to approximately determine the profitability of consumers. Typically, only a small fraction of buyers provide the bulk of the profits. It often happens that large customers may not be profitable enough for a company.

Focusing on the most profitable customers will free up significant resources for the development of production.

Target customer identification technology implies:

• defining a strategy;
• market segmentation;
• collecting market data;
• development of primary hypotheses and analysis of accumulated information (on consumers);
• separation of consumer segments;
• development of primary hypotheses and analysis of the accumulated information (on clients);
• separation of customer segments;
• an overview of the attractiveness of each individual sector;
• identification of criteria for the selection of target customers;
• retrieving the target customer;
• development of methods aimed at improving the quality of proposals and achieving a break-even point.

Building relationships with customers

The basic rules for an effective customer service program include:

1. Identification of the most profitable clients with their further distribution into groups. The main goal:

• setting priorities during service;
• analysis of the characteristics of key groups of buyers.

2. Drawing up a register of internal and external customers.

3. Determination of the required level of customer service for each group. The main goal:

• definition of basic requirements for the quality of service;
• identification of requirements regarding the accuracy of order fulfillment;
• setting the level of responsiveness to the buyer's request;
• determining the degree of customer satisfaction with the terms of service;
• identifying the need for staff training and improving their model of behavior with customers;
• building compliance while handling conflicts.

4. Establishing the degree of satisfaction with their work of the company's employees.

To increase sales of products, you need to focus on quality customer service. Service standards should be developed. You can start by conducting a survey of employees. The standards developed should be concise, clearly articulated and doable.

The basic rules of customer service should also contain individual requirements for employees. The main condition is the provision of personalized services and addressing the client solely by name, patronymic. Personnel should be trained in friendly communication techniques, as well as the ability to resolve any complaints from customers.

Complaints should be handled as thoroughly as possible to maintain customer acceptance and make the necessary changes that will improve customer service. List of useful activities:

• attraction of employees and customers to jointly create service standards through surveys;
• documentary statement of standards service;
• outreach among staff members;
• getting staff support regarding the feasibility of using the developed service model;
• building a corporate culture relationship with customers, excluding any deviations from the approved standards;
• making regular adjustments standards due to changing conditions;
• introduction of a behavioral evaluation system personnel, which allows you to track the compliance of the developed customer service model;
• employee incentives for improving customer service.

To track the quality of staff performance, you can use the Mystery Shopping technique. The main purpose of using this technique is to document all stages of sales. Using a voice recorder, you can see how things are really in the company. In order to further control the quality of work, you can use CCTV cameras. All these methods will allow you to track the incompetence of staff and eliminate any reasons that interfere with the increase in sales. The main problems in the field of sales:

• shortage of qualified personnel;
• lack of strategic planning for sales managers;
• the lack of a valuation system that allows you to track the personal contribution of sellers;
• lack of experienced managers in sales departments;
• lack of motivation among sales managers;
• lack of customer orientation;
• lack of effective teaching methods for training sales managers;
• lack of a system for searching for reserves.

Companies need to understand that even when working with commercial organizations, they are interacting with people. Sales of goods are made not to a soulless organization, but to an ordinary person who can be subject to emotions and is guided by the peculiarities of his character. The preferences of a living person do not always lend themselves to strict logic, but in any case, the company should do everything possible for the sake of the client.

Of course, the time spent, the competence of the staff and the loyalty to the customers are worth a lot. If the company manages to convince the buyer that it perfectly understands his interests and is ready to serve them, then the problem of paying for orders will disappear by itself. Satisfied clients will zealously defend the interests of the company in their firm and will not allow themselves to miss out on such a partner. But how do you gain customer loyalty? Shopping takes place where:

• the buyer finds everything he needs;
• appreciate clients and are always glad to see them;
• can listen and understand the essence of the problem;
• react to wishes.

Any product sold has three components: material component, service method, additional service. After-sales service is just as important as the product. When a customer regularly receives all three components, then he becomes loyal. Thus, loyalty can be qualified as high customer satisfaction, which leads to a loyal attitude towards the company. What gives customer loyalty:

• systemic and predictable sales;
• increasing the value of the company;
• a criterion that determines that the level of service corresponds to the price;
• significant savings in search for other clients.

Features of loyal buyers:

• loyalty and protection of company policy;
• participation in the purchase of new goods;
• attracting new buyers;
• implementation of an advertising campaign;
• ignoring competing organizations;
• minimum sensitivity to price;
• tolerance for one-off episodes of deterioration in quality;
• willingness to participate in surveys;
• readiness to make proposals for the modernization of products;
• moderation of requirements for additional services.

Studies by the European Institute of Trade have shown that German companies spend 8 times more money on attracting new customers than on motivating repeat purchases.

An increase in the number of loyal customers by 5% can lead to an increase in sales volumes up to 100%. A satisfied buyer informs at least 5 acquaintances about a profitable purchase, and an unsatisfied buyer will notify 10 people.

The main reasons for loyalty:

• period of cooperation;
• level of satisfaction;
• experience of using the product;
• making repeat purchases without being stimulated by falling prices;
• personal contacts;
• positive experience in overcoming conflicts.

Buyers classification:

1. Adherent- a client who regularly makes purchases and actively advertises the company.
2. Loyal subject- a consumer who makes purchases systematically, without further advertising of products.
3. Defector- a client who regularly makes purchases, both from the company and from competitors
4. Terrorist- a buyer who is willing to remain loyal in return for certain dividends.
5. Mercenary- a client who allows himself to be outbid.
6. Hostage- a buyer who has no choice.

Customer retention (loyalty) programs

To understand how to retain a client, you need to find out the main reasons why they might leave. Reasons for leaving buyers:

• 68% - inadequate attitude towards clients;
• 14% - dissatisfaction with the quality of the product;
• 9% - competitors' offers are more interesting;
• 5% - change in the type of activity;
• 3% - geographic relocation of the business;
• 1% - .

One unsuccessful conversation with a company employee can negate long-term cooperation and prevent an increase in sales. Emotional factors often outweigh rational ones. As a result, nearly 70% of company losses are due to communication problems.

To raise customer satisfaction needs:

• train staff to communicate with problem clients;
• make it easier for buyers to access the company;
• monitor compliance with service quality standards;
• study the needs of customers;
• harness the potential of a success story;
• research customer satisfaction.

Just 10–20 years ago, the emphasis was on improving product quality, but today many companies have reached such a level of product quality that competition takes place at the service level. If it is necessary to increase the volume of sales, it becomes necessary to use completely different technologies. To retain buyers:

• preference models are being developed;
• the channels of interaction with the company are being clarified;
• communication is provided between employees of different departments and the buyer;
• changes in customer purchasing behavior are monitored;
• the life values ​​of buyers are studied;
• special offers are being developed to increase sales.

Service automation means:

• use of data that maximally discloses information about the client, the problem that has arisen and the buyer's preferences;
• automatic control of all requests for terms and quality of service;
• availability of an information base on current problems and solutions;
• automatic control of service agreements;
• ways to manage customer requests.

Research has been carried out by American Express, which has shown that a high level of service is critical for 60% of consumers when choosing a place to shop. As a result, they will be ready to overpay up to 7%. However, only 40% of companies work on getting customer feedback. Common loyalty programs that provoke an increase in sales:

1. Loyalty card.
2. Accumulative discounts, bonuses.
3. Special conditions of service.
4. Prizes, lotteries, contests.
5. Gaining a unique experience.
6. Charity.
7. Club formations.
8. Access to closed resources.
9. After-sales service.
10. Creation of coalition loyalty programs.
11. Exchange of an old product for a new one.
12. Customer training.
13. 24/7 technical support.