What you need to know about selling doors. How to help the buyer in making a decision in retail sales. The room and its location

M We are all buyers. And for each of us there are such categories of goods in which we do not understand and are not guided. For some, these are washing machines, for others - computers, for others - plastic windows. And in this case, it makes no sense for us to ask what we want - we do not know, because we are not experts. In this case, we are afraid of making the wrong choice, and the higher the purchase price, the stronger this fear. Therefore, we are waiting for expert advice from sellers, and not receiving it, we turn to our friends or climb on the forums.

In situations where it is requiredexpert sales, key mistakes there are three sellers during the presentation:

Mistake 1. Transferring 100% responsibility for the choice to the buyer.

For good, when the buyer is not well versed in the product, the retailer should use expert sales technology, that is:

· sell yourself as an expert, inspiring confidence in the buyer,

· to understand for yourself which option is best for the buyer in his situation,

So ideally. Unfortunately, in practice, the work of salespeople most often resembles a joke when a doctor says to a patient complaining of abdominal pain: “I have two pills - white and red. Which one do you want?" They can tell everything they know about the product, answer the buyer's questions, but they are not ready to share the responsibility for making a decision, often saying: "Decide for yourself what to choose." In extreme cases, they begin to get annoyed that the buyer "does not know what he wants." To be honest, such sellers can easily be replaced by cardboard counterparts - price tags with more detailed information about the product. In my retail sales trainings, I invite participants to feel the state of their customers for themselves, imagining that they go to doctors who are not ready to take responsibility for the diagnosis and treatment (after all, a person is a client and you need to be ready in response to your behavior to get something similar).

Mistake 2. Complicate rather than simplify the buyer's decision making.

99% of the presentations that I have heard as a coach and buyer make it difficult to make a choice: they are full of obscure terms, not structured, do not answer the question of what it will give me, and contain almost no thoughts. The only thing I want to say in response: "I'll go and think."

Mistake 3. Inform, not encourage.

It is enough to inform only those buyers who have already decided on the choice. When the buyer has not chosen and is not an expert, he needs to be encouraged. If this is not done, the fear of making the wrong decision can be overcome in him, and everything will end again with the phrase “I’ll go and think”.

An example of a real sale (retail sale of interior doors)

- Good afternoon!

- Hello. I need doors. I have a private house, 7 openings.

- Good. Are you already familiar with our doors?

- Well, like this. I saw it on the Internet.

- Only on the Internet? Have you picked something specific? Something interested?

- So far, nothing concrete.

- Good. And what about your house? Country?

- Yes.

- In what style is the decoration done?

- In the classic. I saw you have oak doors.

- Yes, oak. Do you work with designers or do you choose?

- I choose.

- Good. Well, let's then, maybe decide on the color.

- I like the dark color, wenge.

- Good. Any of the models exhibited here are of interest?

- Yes, here, for example. Good in quality?

- Well, we have everything from solid oak, so our factory is responsible for the quality.

- Is there any guarantee?

- The factory gives a guarantee of 5 years. Probably the only factory that gives such a guarantee.

- What else can you tell? Can it be installed in a bathtub?

- Can. Even necessary, I would say, because oak is a fairly durable material. It tolerates moisture very well. Naturally, each door needs some kind of specific care. Standard, somewhere to wipe with a rag, somewhere else to do something. In terms of style, if you like it, we can consider ... In terms of color, as I understand it, you are not considering another option. Then we can play with models. Our factory makes any model in this color, so we can play with the style. We can see what is already on the trading floor.

- Okay, I'll go and think. Do you give discounts?

- We give volume discounts. Come.

So it turns out that in retail, where expert sales are expected, the client more often buys not because of the sellers, but in spite of them. As my mentor jokes: “I have good news for you. If you're selling making all these mistakes, imagine how your sales will grow when you get rid of them." Below we discuss how best to do this.

A few words about responsibility.

Let's start with responsibility for choice. When using expert retail sales technology, it must be shared between the seller and the buyer. If the seller is not ready to do this, he is likened to a guide in a museum: “And here we have Shishkin’s painting “Morning in a Pine Forest” ...”. In order to share this responsibility, the seller needs to qualitatively identify needs, including in order to understand where and how the product will be used, what its characteristics are priority (how to do this is the subject of a separate article). When the seller takes responsibility for his recommendations, he inspires more confidence in the buyer. Plus, it’s easier for the latter to make a decision (it’s no coincidence that many of us take someone else with us to go to the store so that we can share this responsibility). This greatly increases the likelihood of a successful sale. And the problems with the return becomes noticeably less.

How to make it easier for the buyer to make a decision.

As for the presentation itself, it would be nice to structure it first. Usually it looks like a crazy lunch: at first there is compote, soup is eaten with dessert mixed with salad, and from the second course there is only a side dish ... All this goes in a stream, without time for chewing and swallowing. The result is predictable: "Up or down?"

· Use Key Decision Factors

When choosing any category of goods, you can select key decision factors (KFPR). For example, buyers plastic windows pay attention to their heat, noise insulation (which depend on where the window will be installed) and quality (problem-free service life). Buyers of steel doors are interested in their protective properties, noise and heat insulation, beautiful appearance. And consumers of interior doors are more concerned about how they fit into their interior, how beautiful they are, whether something will happen to them (quality). And of course, the vast majority of buyers are concerned not to overpay.

These KFPR can be reported to the buyer: "You know, when choosing plastic windows, they pay attention to the following factors - so that they provide the necessary heat and sound insulation, are of high quality and so that they do not have to overpay." Thus, his perception will be formatted and prepared for receiving subsequent information, and the status of the seller as an expert will become even higher..

I recommend using KFPR as a presentation structure. In this form, the presentation allows you to convey to the buyer key thoughts and make it as easy as possible for him to make a decision. And be sure explain why you recommend a particular option to the buyer. Let's see how this can be done using the same example of an interior door presentation:

- Firstly, this door is very well suited to your interior. As we found out, the color of your floor is light, cream, and the door with its color will contrast perfectly with it. It will become a worthy decoration of your interior. Plus, it is made in a classic style, which is combined with furniture design. And we all know that the classics are always relevant and never go out of fashion.

Secondly, this door is beautiful. It is made according to the technology of artificial aging, which is very fashionable today. The design of the door is typical for the rich interiors of the Mediterranean countries, primarily Italy. I am sure that your guests will appreciate your taste.

What else? This door is very high quality.. It is made on the most modern equipment from Italy and Germany. The difference of this factory is that quality control is carried out at all stages - from harvesting and drying of wood. Very few factories can boast a complete production cycle like this one. Therefore, we give a 5-year warranty for this door, while other manufacturers give a 1-year warranty, rarely anyone gives a 2-year warranty. Feel the difference?

Another important point. Buying this door from us, you do not overpay, because we are the branded salon of the manufacturing factory. You also said that there are small children in the apartment. I focus on this, because the door should not suffer - games, pranks ... I myself have two children, and I understand how this can be. The door is made of solid Caucasian oak. Oak itself is a very durable material, and Caucasian oak is the standard of strength among other types of oaks. And over time, it becomes even harder. But even if something happens - for example, leaving a scratch with a sharp object (wood is wood), this door can be easily restored at home. Nothing will be visible. With veneer, such a number will not work. Like the door? A very worthy choice. Do you have measurements with you? Then let's do the calculation.

· Do a comparative analysis

What will such characteristics as a 5-year warranty or a 4-class burglary-resistance lock tell the buyer? I'm afraid nothing. And if we add that a 5-year warranty is the maximum warranty period for interior doors that only exists in Russia? That burglary resistance class 4 is the highest class for entrance doors in residential premises, which is a higher class only for armored bank and safe doors? And if we add that, wow, that door has a guarantee of only one year, and this lock has only the second class of burglary resistance? Do you feel how much easier it becomes to make a decision?

Therefore, compare. Compare different models with each other key features, compare your product with the product of competitors, focusing on the differences between your product, compare with the norms and standards (“The thermal insulation of this model is 30% higher than the GOST standards!”). Be especially loud about the differences of your product if they are unique (for the city, for the country).

By the way, the technique works well when you make a presentation of one model, and when talking about others, you focus only on their differences (both positive and negative).

· Don't share.

You can make an amazing presentation worthy of sales textbooks, but if the buyer does not accept it, it will go to the milk. Throughout the conversation, the susceptibility of the buyer can change significantly, and the seller needs to be sure that everything he says will be heard and understood. How to achieve this? Take breaks more often. According to studies, the amount of short-term memory of a person is 7 ± 2 units of information, and pauses perform the function of punctuation marks. During it, the client “digests” what he heard. Another valuable feature of pauses is that they add weight to your words..

Watch for affirmative head nods - they are a great indicator of your information being assimilated. If the customer doesn't nod his head during your presentation, it's a signal that his receptivity may have dropped. It's time to slow down. Ask clarifying questions, whether everything is clear to him, whether you need to tell about something in more detail. Questions invigorate the attention of the buyer. Include the buyer in the presentation process - give him the opportunity to see, smell, touch everything himself.

· Suggest other selection criteria

You can seriously simplify the decision of the buyer if you refer to the assessments and recommendations of experts, the opinion of the majority of buyers or significant figures. Whatever one may say, man is a social being. We tend to act with regard to others. Therefore, during a presentation, phrases like:

- Great door. By the way, it was she who was installed in one of the issues of the Housing Problem on NTV.

- 63% of our customers choose this particular model.

- The roof made of this material was installed by the chief architect of our city.

- Great TV. Even our owner bought one for himself.

- This model took a gold medal at the last exhibition in Moscow.

Of course, the presentation is the finest hour of the seller. And beyond the scope of this material, there are a lot of techniques and principles that make it even more effective.. Here I have tried to focus on those aspects of a commercial presentation that are often left behind the scenes, but at the same time have the most serious impact on the success of the entire transaction. I wish you great and successful sales!

For particularly suspicious readers, I will note that I am not promoting black PR, but only suggesting that you focus on how your product differs from its competitors.

For example, the well-known and well-proven HPV model (characteristic-benefit-benefit).

This article is useful primarily for those who have a traditional business of entrance and interior doors. A person who came to the salon to pick up doors, in 80% of cases does not know what doors he wants. The task of the seller is to find out where the door leaf is bought (house or apartment), which rooms, what style does the buyer prefer? Lastly, how much is a buyer willing to pay for one painting?

What are the customers in door stores?

"Ignorant" Clients

As statistics show, only 15% of buyers buy immediately, without hesitation and without listening to the recommendations of the seller. The self-conceit of such people is great and the point of view is correct, they know a lot about everything. Selling doors to them, you only need to place an order. Next comes the category of "dunno" buyers (there are many of them), such people do not know much about doors and they need your help if you give them the right recommendations, they are happy in their choice and in the future advise the salon to relatives, friends and friends of friends.


Client "grouche"

Still come across grumblers and inadequate. Grumblers are unhappy, they express dissatisfaction about this (the price is not clear or the font is not right, or expensive - cheap, there is a strange smell of wood in the cabin and much more). Grumps require a separate approach, these people are deprived of attention, and you need to win over such people - this is sometimes asking questions and assenting, and most importantly, listening. I can assure you, you will get a devoted client. Just like the "dunno", he advises you to everyone he knows.


Client "inadequate"

The list ends with the category - inadequate. Such people are extremely rare, but if they meet, they are remembered for sure. These people are rude and noisy, often shouting obscene phrases. It is difficult to work with such people, but it is possible. As practice shows, these people are annoyed external factors, at the time of arrival in the salon. Behave calmly and confidently with such people, try to make contact with them, usually they themselves ask what's what. If you manage to locate such a client, count on commissions. Such customers make expensive purchases.

Rules for the sale of interior doors

Now consider the algorithms for selling entrance and interior doors:

1. We meet the client standing and with a smile (this is inviting).
2. With a gesture of the hand, we invite the buyer to go into the hall, get acquainted with the goods.
3. Keep a distance of 1.5 - 3 meters.
4. To start a dialogue with the buyer, we are not loud, but so that he hears, we characterize the door (to which he paid attention, not a lot, a couple of phrases).
5. Find out where the buyer chooses the door (house or apartment).
6. From memory, we ask the client to describe the interior where the door is being bought.
7. We ask which doors he wants, with or without glass, with veneer or laminated. We identify buyer priorities.
8. Comparing the above, we select 2, maximum 3 canvases for the client.
9. We lead the client to the door that suits the requirements and ask if they like it?
10. If the answer is positive, connect the eloquence and give a full description of this canvas.

When considering how to open a door store, consider a variety of options. A small retail outlet or department can become a starting project. Having achieved profit and returned the initial investment, you can decide to expand the retail space or increase the number of outlets. A gradual approach will bring success to a novice entrepreneur and help avoid large losses.

  • How much money do you need to start a business
  • Which doors are more profitable to sell
  • Step-by-step plan for opening a door store
  • Door store room
  • Business registration
  • Necessary equipment for shop doors
  • Supplier search
  • Staff to work in the door shop
  • Door store pricing and advertising
  • How to make your door selling business more profitable
  • How much can you earn
  • What OKVED for the business of opening a door store
  • What documents are needed to open
  • Do I need a permit to open a door shop
  • Sales technology

How much money do you need to start a business

You can start a door selling business. With 100 thousand rubles, you can open a small store in a good location. In a few months, the outlet will pay off, and then it will begin to bring a stable profit.

Which doors are more profitable to sell

In your own department or store, you can sell the following types of doors:

  • interior from solid wood, veneer, covered with a film;
  • glass;
  • sliding plastic.

The assortment of the door store can be supplemented with fittings, locks, interior partitions. It is advisable to adhere to certain price category, focusing on buyers of the economic, middle or luxury segment. An attempt to fit into one point all the available price options will lead to a blurring of the consumer audience and a narrowing of the range.

Step-by-step plan for opening a door store

The very first step is compiling detailed business plan. It takes into account all future expenses for renting premises, purchasing goods, and paying for the work of sellers. The plan is necessary to adjust your own steps, you will also need it when obtaining a loan or attracting co-investors.

Door store room

Find the right space. It must be located in a passageway. Would like to have a stop nearby. public transport and car park. The most convenient option is the first floors of public buildings and departments in shopping malls. Make sure you're not around outlets competitors. Very profitable neighbors -, floor coverings and others finishing materials, as well as outlets selling home decor and textiles.

Business registration

Register entity. The most convenient form for beginners is IP. It makes it possible to pay a simplified tax and reduces the amount of documentation.

Necessary equipment for shop doors

Equip the store exhibition stands. They need to place at least 20 ready-made doors, and they must open, demonstrating all the advantages of the product. If the premises does not have a warehouse, it is possible to work on a prepaid basis, taking a small deposit from the buyer, and then picking up the door at the wholesaler's warehouse. This approach is convenient at first, but in the absence of popular models from suppliers, sales may slow down. The best option is to pre-purchase the best-selling models and pre-order less popular doors.

Supplier search

Find suppliers. It is most profitable to cooperate with small manufacturers selling goods in small batches. Large wholesalers have a good assortment, but they are ready to provide favorable conditions only to large retailers. It is unlikely that a novice entrepreneur will be granted a deferred payment or will be given goods for sale, so it is impossible to make a mistake in the formation of the assortment. There is another option to do it yourself, but this option requires additional investments.

Staff to work in the door shop

Hire a driver with a car who will deliver the purchased doors. You will need 2 salespeople (one per shift), a cleaner, and an accountant who can work remotely.

Door store pricing and advertising

Consider your pricing policy. Typically, the margin on doors varies from 40 to 150% depending on the conditions of the supplier, models and other nuances. The best option is the average price in the city with periodic discounts and sales.

Don't spend a lot of money on advertising. It is enough to open a point in a good place, make a noticeable sign and choose the right assortment. Very tempting discounts can be promised to early buyers, but incentive promotions should not be permanent or protracted, this reduces their effectiveness.

Gradually expand the range. Entrance groups, various partitions, stained-glass windows, and other popular products can be added to interior doors. The principle of their implementation is no different from the door. Expanding the range will require large areas.

How to make your door selling business more profitable

Selling doors is a highly competitive business. To be successful, you need to have advantages that set you apart from other sellers. The most important point is the price. If you can't set a minimum price, make an assortment of models that are not available in other stores. Offer analogues of the most popular doors. Their cost may be lower due to the manufacturer's lesser popularity, more affordable fittings, or simplified production technology. It is important that the product is of high quality and safe.

Try to maximize the range.

In a small store it is difficult to accommodate many samples, so work more actively with catalogs.

Make where you can see the available doors. It is advisable to present them in the interior, this will speed up the decision of the buyer. Organize a system of online pre-orders by setting additional discounts on such purchases.

Include door installation in your list of services. Installers can work under a contract with a piece-rate payment. It’s not bad if buyers are offered warranty repairs, an old door removal service, and other additional benefits that encourage them to make a purchase from you.

Consider co-branding programs. You can team up with other stores that offer repair goods, arrange joint promotions, to exchange bases of buyers. This approach will help save on promotion and increase store awareness.

 

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