The pros and cons of marketing briefly. MLM business and network marketing: what is it, what are the pros and cons of this direction. Network marketing system and principles of its functioning

The acquisition of goods is a process that obeys certain psychological stereotypes of customers. Some things are bought spontaneously (a sudden inner impulse plays a dominant role here), and some - only after a scrupulous analysis of the available information about the product.

Making plans

How to increase sales in a retail store? This is a question that worries most store managers. Unfortunately, a miracle cure has not yet been invented that allows you to quickly and efficiently raise revenue to heaven. There are many challenges to overcome on the path to prosperity. And it's up to you to decide if you can do it.

Real steps

According to experts in this field, there are the following ways to increase sales:

Ensuring a stable flow of customers and frequency of purchases.

An increase in the average check, that is, the sale of goods for a large amount.

Which path is best to follow? How to increase sales in the most efficient way? To answer these questions, consider each method separately.

Increase in the number of buyers

To make as few mistakes as possible by deciding to stick to this plan, you need to be a competent marketer. Special knowledge will help answer the question of how to increase sales compared to the previous reporting period.

According to retail statistics, at least one in ten visitors will definitely buy something. Therefore, the more visitors, the more buyers. How to increase sales in a retail store?

The most effective options

• Place all kinds of promotional materials on the so-called shopping trail next to the outlet. To do this, it is necessary to determine exactly where the customer flow passes near the store. Promotional materials designed to make people remember the existence of the outlet and visit it.

• Distribute promotional information of an information-stimulating nature. Decide which channel will be the most appropriate for spreading the word about your store - glossy magazines, radio, television, directories, advertising on the Internet, leaflets in mailboxes, etc.

• The most advantageous option is the so-called cross-events. They are joint ventures with other firms. promotions. The main goal is to attract as many customers as possible with the help of partner companies. As an example, the following event can be cited: a store selling perfumery and cosmetic products distributes on the territory of a nearby office center discount coupons. The people who come to the store are the attracted customers of the partner. Another option is an event aimed at the exchange of flows. So, on the territory of a clothing store, customers are provided with bonuses for jewelry, and in a jewelry store - vice versa. Such cross-promotions allow you to increase sales in a retail store, spending a minimum amount of money for this purpose. This covers the most loyal audience.

• Place ads at the boundaries of the outlet coverage. It is no secret that each store has its own reach of customers, that is, people who are ready to go or go there to purchase the necessary goods. For example, a grocery mini-market has a shopping area limited to a couple of residential buildings, since few people decide on a half-hour walk for matches or salt. If we consider big store household appliances, then we can talk about the whole area. The “warmest” circle will be made up of buyers living closest to this outlet. The working coverage is average in "warmth" group, located a few stops from the store. This is where the bulk of potential buyers are concentrated. On the border of this particular circle, you should place an advertisement for a retail outlet. This option will allow step by step to expand the coverage of territories.

Increase in the number of purchases

Here in the first place is thoughtful work with the existing customer base. This entire array can be divided into regulars, the main mass and the so-called ballast. Let's consider these types in more detail:

Regulars are active and most loyal customers. The share of such clients should ideally be from 20 to 40% of the total audience.

The bulk. These people visit the store from time to time, they are capable of “treason” if, for example, a sale is held at another outlet.

- Ballast. Clients outside target audience shop, or visitors make up this layer.

If you wondering about how to increase sales in a retail store, you should work most closely with the second type of customer. Professionals know that it takes less funds than to attract new customers. It's time to launch a loyalty program, which is a system of events aimed at encouraging and retaining customers. An important pattern: 80% of profits are provided by 20% of buyers.

The loyalty program has several strategic goals:

Stimulation of constant appeals of buyers;

Increasing the amount and frequency of purchases;

Building client base data;

Formation of a solid reputation of the company in the eyes of customers;

Attracting new customers.

The mechanisms of cumulative discounts and bonuses work very effectively.

Increasing the conversion of the outlet

How to increase sales in a retail store, taking into account this indicator? First, we note that conversion refers to the ratio of buyers to visitors. It is quite natural to strive to ensure 100% conversion. However, even 50% will be acceptable.

There are two most common reasons for low conversion. This is unsatisfactory merchandising and unproductive work of the staff.

Increasing the average amount in a check

To increase this indicator, you can sell either an expensive product or more units of a cheap product. The second option is considered the simplest. What steps to take in this case?

Competent duplication of the most popular products at additional points, filling the checkout area with useful little things, laying out sets. Equally important is the constant work with the staff: trainings, seminars, lectures, etc.

Above was presented general information. Now let's look at how to apply the acquired knowledge in certain areas.

Simple tricks will help you understand how to increase wholesale sales or succeed in retail. Strive to ensure that every step you take is aimed at improving the quality of services and forming a good image of the company.

Florist business

How to increase sales of flowers? To do this, here are some examples of effective tricks:

• Building a sales system. Did the client buy a bouquet? Excellent! Ask him what kind of ribbon is better to wrap the flowers with (at the same time, offer the most advantageous option for you), what toy he will choose for the bouquet (“They usually take a teddy bear with these flowers ...”), what kind of chocolate does the recipient prefer - black or white?

• Formation of the client base. Try to get the contact details of each buyer. Run lotteries. For example, each person who bought a bouquet before a certain date gets a chance to win ten thousand rubles on account of buying flowers.

• Stimulation of sellers. An employee who sells bouquets for a large amount receives, for example, a certificate for spa services. Holding such competitions regularly, you will think less and less about how to increase the sale of flowers: the employees will do everything for you.

• Anticipating customer expectations. Very effective in this regard is the presentation of cute trinkets with purchases made. Successful Example one of the flower shops: on Valentine's Day, the store's employees launched butterflies, which delighted all customers.

Second hand

In order to succeed in this business, it is very important to choose the right location for the outlet. To sell used items, it is not necessary to rent space in elite business centers. A place in a residential area or near the market is quite suitable.

How to increase second-hand sales using an air freshener? In fact, this tool household chemicals can help to create a positive image of the company. The fact is that all second-hand goods are disinfected with a special gas before being sent from Europe. Such chemicals have an extremely unpleasant odor. That's why a couple of spray cans of air freshener will come in handy. In addition, it is important to provide natural ventilation of the room.

Every store owner (or manager) dreams of finding a disposable and effective method increase in sales. Alas, there is no such panacea. To understand how to increase sales in a store, its owner must be very flexible, sensitive to all innovations and innovations, be able to work both with staff and with regular customers. And most importantly, he must clearly imagine the mechanism for increasing the store's income, know low-cost and, at the same time, effective methods of increasing sales.

Let's try to figure out how to increase sales in a store (for example -). Let's start with the fact that store owners face a lot of problems every day.

The most common problems for shop owners

• little income;
• constant lack of money;
• stranded advertising costs;
• low store attendance;
• competitors with lower prices;
• lack of regular customers;
• high taxes;
• huge rent.

The problems are growing every day, although the store owner is doing his best:

• introduces new chips to attract customers;
• organizes grandiose discounts and sales;
• actively uses advertising.

However, despite all these efforts, tangible results are not visible.

But at the moment the store owner has:

• deposits of unsold goods;
• absence or small number of clients;
• a significant decrease in revenue;
• non-fulfillment of the sales plan;
• the constant payment of growing loans and rent;
• high staff turnover.

It is likely that in the end the store owner is waiting for:

• depression, stress and constant nervous tension;
• scandals and discord in the family;
• complete bankruptcy.

Don't expect that kind of ending. You are quite capable of changing the current situation and increasing sales in the store!

If you understand how to increase sales in the store, you will get:

• double the revenue in the store;
• queue of regular interested customers;
• increase in the amount of the average check of the buyer;
• a working system of continuous increase in revenue;
• stable increase in the share of regular customers;
• service improvement;
• realization of their goals.

Five Ways to Boost Your Store Sales

We offer you several low-budget ways that will allow you to increase store sales within a few months.

1. Offer an expensive and high-quality product

This free method allows you to increase your income by up to 25%. When a potential buyer has already chosen a product, offer him a similar one, but 25-45% more expensive. Explain why you offer this product (it has best quality, from a well-known manufacturer, a reputable brand, etc.). Approximately 35-55% of people will choose the more expensive option.

Read also: How to start a furniture business? Development Tips

Your benefit:

• 35-55% of buyers buy goods 25-45% more expensive.

For this you need:

• prepare answers to typical questions;
• train staff to work with clients on this method.

2. Sell more products

You gently offer to take two things instead of one. Such an offer is significantly enhanced by bonuses, additional discounts when buying several things, buying for a certain amount. “New batch” and sale ads work well.

Your benefit:

• 30% of buyers buy twice as many products.

For this you will need:

• develop a system of bonuses and promotions;
• train staff.

3. Actively offering related products or services

Related products should always be in the store. The client will still need them, and if he does not buy them from you, he will definitely buy from a competitor. Goods can also be supplemented with services (guarantees, delivery, etc.)

Your benefit:

• the amount of the check can be increased by about 35-45%.
• you do not give sales to competitors.

For this you will need:

• add related products to the assortment, improve their quality;
• train staff.

4. Discount cards

Of course, by providing permanent discount, you lose in profit. However, if the buyer is the owner of your discount card, then the decision to choose a store is obvious. The buyer comes to you, and not to a competitor, respectively, your sales regularly increase.

Your benefit:

• you get additional profit and sales that a competitor does not receive.

For this you will need:

• develop or improve a discount program,
• active offer by staff of a discount card to regular customers.

5. Love your customers

The mere presence of a good contact with a client does not increase sales, but working with such contacts - and how!

If you don't build good rapport with the customer who made the purchase, however small, you'll have to look for workable ways to get new customers again later on. And this means that you will again have to invest in expensive advertising, and you need to do this constantly.

10 Dec

In this review, I will give a methodology for increase sales in a retail store, which includes tools to attract customers, retain them, as well as effectively set them apart 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 immediately move on to specific steps ...

Retail store business strategy

Some experts suggest planning 10 years ahead. I consider this opinion to be erroneous. For the strategy, it is enough to define goals and plans for the coming year and be sure to adjust them quarterly. Such 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. Vision can improve business performance by 40%-70%. How to use this business tool, I individually.

The second step is to align business and marketing goals. To do this, develop a "marketing mix" or a marketing mix.

For retail store 8P system is best suited:

• Product - those products, services and services that your retail store offers customers.
• Price (Price) - the pricing policy of the store.
• Promotion is a set of activities, including non-marketing ones, aimed at encouraging sales.
• Location (Place) - the territorial location of the retail store. In the presence of a strong brand, the factor may play a minor role.
• Process (Process) - a way of providing services and services.
• Customers (Prospect) - the number of expected 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 this approach you will be able to compete with large supermarkets or your closest competitors for a long time. Choosing a target audience is another step in developing a strategy. It begins with the division of the market into consumer groups that are common in their characteristics -.

The attractiveness of a segment depends on many factors, but it is obvious that each segment should choose its own approach. It is useful to consider the relationship of segments. For example, store building materials can be oriented both to specialists and ordinary retail consumer. In addition, such stores can be partners with design agencies, plumbing and roofing stores. Thus, without having large retail space, you can meet the needs of your customers as much as possible and get additional profit from the sale of related products.

Now pass comparison of your store with the main competitors that target the same audience of shoppers as you. Comparing them to the main elements of the marketing mix that you described above. Give points from 1 to 10.

Think about how your store differs from competitors? By product, by services, by staff, by image or, perhaps, 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 trade offer. The USP is designed to give potential customers a reason to choose your store over one of your competitors.

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

Retail Store Advertising

What to use? There is an advertising bedside table or light boxes on the street in front of your store. Proper 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(correspondence index) — the ratio of the rating by the target audience to the rating by the base audience of a particular media.

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

A website is another marketing tool that allows you to significantly increase the number of visitors. If your target audience is using social networks, then this channel is also worth using. Don't forget sites like Youtube.com, Slideshare.com and Podfm.ru

Sales promotion in a retail store

Here are a few tools to increase profits without additional costs:

• Price testing
• Price targeting
• Price increase
• Additional warranties
• 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 can become free advertising. Next, you need to send the material to editors or journalists.

Be a sponsor or organizer of 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
• Range Features
• Interesting employees
• Process Features
• Unique visitors
• Features of the architecture of the building
• Extraordinary events that took place in the store, etc.

Set up polls. Get feedback from your customers and customers from other restaurants about what is important to them, what they are happy with or what needs to be changed.

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

Build personalized relationships with visitors. Regular customers, if your store is small, you need to meet by name. Smile for all customers. Be professional.

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

Trading is not easy, and so that you do not fail in it, study merchant secrets for successful trade, which since ancient times were collected and used by Slavic merchants. And then even in a crisis you will be with a big profit, because you will know how to trade well!

If you decide to engage in trade (large or small - it doesn’t matter), plant a money tree at home. It does not have to be a fat woman familiar to everyone. Any indoor plant can be your money tree. Just when landing on the bottom of the pot, you need to put 3 white coins of different denominations and say:

"I plant a tree - I call luck in trading. The tree branches, but I can’t go astray - trade boldly, sell skillfully, welcome buyers, make a profit."

And then your business will go well.

It is considered a good omen for any seller to have a small icon or just an image printed on a printer, the holy martyr Anatoly of Nicaea. At any difficult situation associated with trade affairs, you can ask him for intercession:

"Saint Anatoly of Nicaea, the patron of all merchants, do not forget about me, be my intercessor, settle my affairs - dare enemies."

You will definitely sell the goods and attract a solid profit if, when going to trade, you put a handful of millet under the rug in the hallway and say:

"Big bargaining - no goods back. How many grains under the carpet - so many thousands today in my house."

To protect the goods from thieves, take a small bundle of straw, tie it with a red ribbon and say:

"Straw of gold, lock the gate, do not miss the money - take care of the goods from the thief."

Tie this amulet under the counter or under the table on which the goods are laid out.

Before you start selling, go around the trading place (store building) or just walk back and forth near the front door of your trade pavilion repeating to yourself 3 times:

"Mother of God, with your help, let the day be set; let there be a merchant for every product."

After that, trade will go briskly.

If you sell vegetables, fruits, or anything else from your backyard, try to give something to the first buyer or just a passer-by in the morning for free (an apple, a bunch of greens, a bouquet of flowers, and so on). This will bring good luck. When you give, don't forget to say to yourself:

"I will grant you, I will sell myself. Truly."

If you happened to exchange money for one of your fellow sellers, giving a coin or banknotes, first squeeze them in your fist, and then say this:

"I'm changing money, but I won't lose it myself."

If this is not done, then you can give away your trading luck.

You can forestall the intrigues of competitors who want to upset your trading affairs in every possible way with the help of ordinary salt. Pour a small hill of salt into your right palm, and then, substituting it under a thin stream of water, say:

"Water washes away salt, protects my business. Just as salt does not catch on the palm, so the black thought of my competitors cannot come true. They cannot rejoice at my failures, I cannot be sad."

No one will be able to spoil your trading luck and jinx your success if you tie a green woolen thread around the wrist of your left hand, on which you tie 7 knots. While doing this, say 7 times (for each knot) such a conspiracy:

"The knot falls to the knot, the evil eye and damage to trading success will not happen."

If some product is stale, move a pocket mirror over it, saying:

"What is reflected in the mirror - it will not lie on the counter, there will be a buyer for that, it will return to me in cash."

And everything will be sold out soon.

If you "happened" a very profitable buyer, make a rite so that he becomes regular customer. Give him the change or card that he presented to pay for the goods with your left hand, and say to yourself:

"A good buyer is loved by any seller, but now you will not pass by, you will always turn to us. As it is said, it will be so."

Sell ​​significantly more the next day if you put the largest bills you can get from customers in a day in your breast pocket and say this:

"Money will be drawn to money, my business will not be left without large profits. What is received today will double tomorrow. My merchant's word is strong."

To avoid trouble from those who check your outlet services, make a charm. On a full moon, fill the smallest vial you can find with any oil and throw flaxseed into it. Say above the bubble:

"On the oil path from my threshold, I will brave trouble, I will bring goodness with a clean seed. If there is a test, then it will not harm my affairs, I will not find any miscalculations, I will leave with nothing."

Hide the bubble in a secluded place in your outlet.

At the end of the day, be sure to clean up your trading space. Do this especially carefully if the past day was unsuccessful: you were not pleased with the revenue, there were quarrels with customers, you were presented with claims for the goods sold. When the cleaning work is done, light the church candle and say this:

"Burn, the fire is hot, all the bad - send the good. Day is no match for the day, if I cry today, tomorrow I expect good luck. So on such."

Then turn it off and leave it on trading place. And the next day you will definitely be lucky in business.

What should the seller do if the product does not attract a buyer, and losses grow, no profit? Magic comes to the rescue, which is older than trade and all of humanity as a whole. There are spells and rituals to increase the influx of customers, whole ceremonies and simple rules for successful trading. Here we will analyze several rituals for increasing sales and successful trading.

Conspiracy for successful bidding and sales

You need to read the plot in the place where sales will be conducted - this the room or area where you are going to attract magical powers, even if you trade by phone or via the Internet.

Regardless of the phases of the moon or the time of day, fill a white bowl with water (avoid metal utensils), dissolve a spoonful of honey in it and read the following words in a half-whisper over the water, so that your breath touches the water:

Lord of hosts, help me in bargaining in buying, selling and exchanging. Protect from evil eyes, from envious eyes, from ruin, from spoilage, from all pretense evil. Like bees quickly flock to honey, even if money buyers run to me, praise my product, tell others and take it, and more than once or twice they will come to my doorstep. In my words, a castle for all eternity. Amen

Sprinkle the corners of your workplace, counters or tables and goods on them with charmed water. Try to move clockwise around the room, starting at the east side and ending at the east again, making a full circle. The action must be carried out without witnesses otherwise the power of the ritual will be lost. And in no case do not tell anyone about what you have done in order to save the work and enhance its effect.

After forty days, you can repeat the ritual thus, you will strengthen it and make a strong magical program, closing the energy cycle. Buyers will be drawn to you, on the subconscious mind they will have a desire to cooperate and make deals, which will bring you the pleasure of work.

Conspiracy for money

There is another, no less a strong ritual to bring good luck to your shop. It is based on opening roads to trade and allows you to make your work pleasant and easy, without loss and disappointment. Attracts wealthy and generous clients.

To perform the ritual, you will need a medium-denomination coin and eucalyptus oil. Spend the conspiracy in the center of the hall, where the trade will then be conducted. For the ceremony, select a money day - it can be Wednesday or Saturday. These days are the most successful in order to attract finance into your life.

Before opening the store, at dawn or at noon, stand in the center of the hall and say the incantation words three times calmly and confidently, turning your face towards the entrance:

I give tribute to trade roads. As you accept my money, so send me good luck! So that trade goes uphill, customers go in crowds, but they buy everything, they do not spare money, they do not leave without purchases. Yes there is!

When you have spoken the last words, throw a coin smeared with eucalyptus oil in the center of the hall with the words "Paid!" and don't pick it up yourself. Let one of the buyers pick it up and take it. In this way, you pay to open the way to trade, which means that there will be an opportunity for profitable buyers and a constant influx of finance.

From this day on, it will constantly accompany you and your business.. This ritual begins to act immediately, as soon as it is performed and does not need to be faked.

Seller's talisman

There are also small tips to improve commerce in your store or where you transact. Obtain and lubricate it with orange and cinnamon essential oil. Read the words above the stone, referring to the stone as a living being:

Carnelian stone, you are dear to everyone’s heart, your face is pleasant to everyone. So make sure that I was (was) sweet (sweet) for money and for prosperity, for generous people, rich and noble. Let them come to me and take the goods from me. Yes there is!

Place the stone in a conspicuous place next to you, it will that grabs the attention of buyers, as to the most pleasant seller.