At present, the economy as a whole is in a state of depression, competition in the door shop has become hottension, either by boosting marketing efforts, by enhancing motivational training, or by deepening vip customer management. While the performance of the door shop is so diverse and varied, the reality is far-fetched, with performance still falling short and sales far short of expectations. As a result, people are beginning to suffer from tired regulatory silence, lack of knowledge of how to do it, lack of knowledge of how to manage it, glue and confusion between top and bottom, inefficient management, and then a vicious circle. Despite the downturn in the market economy, there are many mobile phone chains that are evaporating, and j. J. Shares today the idea of a business chain owner running his own shop
I. Up and down attitudes
Clarifying the thinking and direction of market operations
The starting point for all work is unity of thought, unity of purpose, unity of approach, a period of economic downturn, abdication of ambivalence from the top to the bottom, and a circle of impotence, a sense of pro-activeness, lower returns at the top, lower expectations at all levels, and less pressure on people at all levels to make their work more practical, visible, and achievable, provided that ideas do not slide, that methods are more problematic, that ideas are right, that ideas are right, and that there is hope and the future for market operations。
In a period of economic downturn, i personally believe that, in addition to reducing expectations to a reasonable level, the following four ideas should be put in place:
(a) to practice in-house skills and to develop strong rather than heavy thinking
At this point, it is good that you are not a sales hero, but now the most important thing is to be strong, which requires four working habits:
1) to consider, whenever additional staff is needed, whether it is possible not to increase, whether it is possible to absorb existing job responsibilities and, if it is to increase, whether it is necessary to take into account the rationality of numbers, particularly in the case of doorshop management
(2) whenever a promotional activity is launched, we consider how to ensure the effectiveness of the activity, how to maximize sales and how to justify input output ratios
3) consider what the core issues of current doorshop management are, how it should be improved, and how improvement plans should be set up, in line with the firm's current requirements for precision management
4) a strong sense of urgency is required to take stock of their respective work on a daily, weekly and monthly basis, to analyse differences, to find opportunities and to identify courses of action with the team。
2. Reorganization and optimization, cutting down poor quality stores and developing strong markets
At present, there must be a sense of ownership, adjustment and optimization. In the eyes of managers at the level of the minister of marketing, there must be a sense of trade-offs, a lack of profitability in sales, a lack of sustainable regional and doorshops, a decisive adjustment, and, of course, a good time for the development of new outlets。
3. Build competition awareness and speed of response and response
Managers must not be able to entertain themselves, but must find their own poles, which are worthy of learning, as well as their own competitors. Direct competitors need to know their own views and responses in a timely manner, either to silence each other before competitors act, or to react positively against competitors. Competition is the way in which regulators have to face the realities of the market。
At a time when managers at all levels should place themselves in a door shop, place themselves in an entry shop, improve details through crouching, study ways of upgrading, and improve working methods by moving to the field to improve the efficiency of work in the field, the crouching mechanism is the most effective means of managing the field manager's shop。
Ii. The idea of establishing a door shop as a whole
Overall improvement and combo
Thinking and thinking is just the way, and only at the spiritual level, and it's the essence of a shop that, under the principle of doing good business, if it's a pain in the head, a pain in the foot, a re-image of a store, a promotion of goods, and a little incentive for people, which is effective or ineffective in the short term, but in the past, the store still eats in the air and keeps on the same way
Thus, only the idea of establishing a whole-of-the-shop operation, with general improvement and brooming, would be the top strategy, as if it were a relationship between a doctor and a cure, and only if it was addressed in a holistic manner, would be the way forward in the long term。
We often open a store when we look at others, or when we open it, or because there's a chance to lay it out at a good price, and when we open a shop, we put all the goods on the table, we sell them, we hire a few people, we do business well, we close the store, we don't think and evaluate the damage, and in this case we're vulnerable to a snake bite, we're afraid of ten years, we're afraid to open a shop, we're refusing to open a store, we're giving up the opportunity, so it's a minimum requirement to run a store as a whole。
First, the layout of the shop needs to be considered from several angles:
1) local business circles, sub-businesses, or walking streets, or mobile phone shops, to find their own targets to expand the streets
2) looking at the layout of competitors and similar producers, their layout is our best reference
3) to set up a shop with large department stores
4) zhou zhou of the shop should be the subject of consideration, with sufficient light, prominent doors and parking space
5) the layout of the shop requires input-output accounting thinking, which can only be cost-effective for outreach planning
Second, there should be positioning thinking in different shops in different streets:
1) the core walk street is generally located as a flagship or image shop
2) business circles are generally located as standard or basic stores
3) cellular shops are generally located in areas of concentration as image shops or standard shops
4) large department stores are generally located as flag or image cabinets
5) local department stores based on general location
6) county towns are generally located as image shops or standard shops
(7) communities or townships are generally located at discount shops。
The layout and location are clear, and the goal of upgrading or opening a store is clear。
2. Overall operations are based on door-to-door product planning
Once the layout and location of the store is clear, there is a clear product planning process for the location of the store, which takes place in four main areas: new and old aircraft, price bands, money matching and stock levels. These four aspects will first have a foundational recommendation based on the location of the store, but product planning will have to be combined with historical data, competitions around the store and adaptation and refinement of local consumption habits. Of course, product planning will require two actions, one of which will be the overall planning of the goods at the ordering conference, and the second one will be the improvement of the planning of the goods in the actual marketing process. The planning of goods is not static, and in the course of actual dynamic sales, we must be flexible, especially in a city, with a strong sense of translucentness, and it is essential that the goods between stores form a regional, or even a province-wide, chess. We're going to plan for it。
The location of the store and the structure of the goods are clear, and the next step is the image project of the store, which involves three main tasks, one for the image of the store, one for the display of the window of the store, and one for the presentation of the goods, which is planned by the company as a whole. Of course, the company also needs to plan and design the si according to the location of the store, while the window and the presentation of the goods requires the following:
1) to determine the direction of the window and the goods presented in conjunction with the location of the store
3) the presentation of goods from categories, styles, colours, matching effective partitions and echoes
4) strengthening the distribution of products from marginal areas and cashiers
5) strengthening the public awareness-raising atmosphere at the door and at the door
4. At the heart of the overall operation are the characteristics and rhythms promoted by the shop
All of the above are methods of static sales, the core of which is the reliance on brand power, the pull of sales, the need for dynamic sales to drive business when brand power is insufficient, and the core of doorshop promotion。
1) to focus on the design of marketing promotion programmes for each new item on the market and for every holiday, and to focus on consumer shopping
2) the implementation of each outreach activity must clearly promote marketing objectives and tasks, with clear training and requirements for outreach activities
3) the key to the implementation of each outreach activity is the need to set up an out-of-shop and out-of-shop atmosphere and also to inform customers
(4) each outreach activity needs to be adapted and refined to match the situation of competitors to ensure its effectiveness
5) each outreach activity needs to take stock and assess the effectiveness of the activity and build experience for the implementation of the next activity
(6) when sales at the door are at a low level, it is important to plan large-scale campaigns and concentrate on the hot market。
5. The key to overall operations is customer management and maintenance
The stability of the door shop business is guaranteed by the stability of the customer, the accumulation of the customer is the accumulation of the business, so the key to the overall operation is customer management and maintenance, customer management and maintenance, in addition to the hospitality of the customer, professional assistance in the selection of mobile phones, the installation of the door shop recreation area and, more importantly, the upgrading of vip customer management:
1) active development of vip customers and establishment of customer files
2) timely notification to vip customers of new products and promotions
3) special vip client events in the design of outreach activities
4) actively helping customers to exchange credits to give them more privileges
5) membership festivals can be implemented on a regular basis to promote consumer motivation through membership festivals。
6. Overall operating security is door-to-door procurement management and incentives。
Extension and customer management are dynamic sales, and all dynamic sales promotions are people-driven, so the management and incentive of door-to-door purchases are the guarantee of overall operations:
1) determined post-training training and training in products, services and techniques
2) uniform dress and regulatory requirements
3) advocating morning meetings and sharing to improve performance through daily mission awareness and experience sharing
4) establishment of a mission-oriented system of remuneration incentives
5) establishment of a system for upgrading and growth and promotion of a sense of belonging to the shop
6) quarterly regional training and quarterly training of shopkeepers to upgrade doorshop management capacity。
Iii. StrengtheningPerformance management
More precise targeting responsibilities
With the idea that, with a holistic approach, how to land requires day-to-day performance management, with clear objectives and responsibilities, and, in simple terms, the management of a store requires the help of the owner or shopkeeper in order to achieve and land, it is necessary to strengthen the accountability and performance awareness of the head of the store。
1. Sales missions are week and day
The task is carried out at one drop at a time, and only when the task is carried out from the top down to every single day will there be a sense of urgency and responsibility for the task, so that the acceptance of each day becomes the beginning of every day, so that each week becomes a review and improvement of the gaps in the mandate, which is very close to the target。
2. The thoroughness of the sale of goods
A weekly analysis of the sales rate is required, and only a weekly analysis of the sales rate will make it possible to understand the speed and slowness of sales, to establish marketing priorities and methods, and to plan for the promotion and distribution of goods, to allow them to be mobile under the command of the sales rate and to be sold effectively。
These are some of my recent cautions, and how they should be implemented. Here, i've designed a fine-tuning idea for the whole operation:
1. Reshaping the layout and positioning of regional outlets
2. Determination of the product planning, adjustment and improvement objectives of each store
3. Establishment of regional goods control mechanisms
4. Undertake a comprehensive improvement in the image of all door shops and identify mechanisms for improvement
5. Establish a normative outreach implementation programme to enhance the effectiveness of the manager's activities and their implementation
6- clarify vip outreach. Mission to people
7. To clarify the new system of remuneration incentives for companies and to identify training needs and plans with supervisors
Summary
These ideas can only be described as peeping panthers, inspiring shop management, and hoping to help you with some work
