Examples of influence at the point of sale. How to increase sales in the store - the director's practical secrets. Features of wholesale and retail trade - sales psychology

Sales Generator

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Issues covered in the material:

• What factors can lead to a decrease in retail sales
• What methods will help increase retail sales without a large investment
• Tricks to Use to Increase Retail Sales

Any retail chain owner wants to be profitable. The main indicator of successful business development is constantly increasing income. But how can you increase sales in a market oversaturated with various products in a highly competitive market? This is a very hot topic today. There are many ways to increase retail sales. In this article we will focus on the most effective ones.

Reasons for the fall in retail sales

Retail is a process involving the sale of goods individually or in small quantities for personal non-commercial use by a consumer. The form of this type of trade can be varied. For example, sellers rent premises for trading activities, equipping them accordingly, personally sell goods, distribute them via television and the Internet.

Retail offers the consumer service of the following types:

1. Selection among similar products (for example, a certain type of candy made by different firms).
2. Self-selection of different products at points of sale (self-service stores).
3. Comprehensive (complete) service - providing assistance to the client at all stages of the purchase up to free delivery.
4. Mixed form - the sale of products in small wholesale and retail (large retail outlets, supermarkets).

Why are sales falling? Mainly due to the fact that buyers become less active, the demand decreases. In addition, the businessman (seller) cannot influence certain circumstances on which income depends.

Among them:

• deterioration of the economic situation in general on the territory of the state;
• identification of critical defects in the goods sold;
• launching a completely new product to the market that replaces existing products.

The decline in retail sales also occurs for other reasons, which are not as serious as the above, and it is easy to correct them. These factors include the following.

1. Write one amount on the price tag, and punch another on the check.
2. Leave a banner announcing a promotion that has already ended.
3. Provoke competition. If possible, you should resell the product in another store, without indicating its "source". After all, it is quite understandable that at the next opportunity the buyer will come to the indicated place.

• Opening within walking distance of new shops and shopping centers. The number of potential buyers in many cities, especially in small and medium-sized ones, hardly increases and has been at the same level for many years. At the same time, the number of stores per capita is constantly growing. This is followed not only by natural economic processes such as price equalization, but also paradoxical phenomena. Thus, the consumer begins to perceive more or less quality products as equally valuable. At the same time, the “equalization” line runs along the lower border. What to do in such a situation? Again, you need to offer the buyer variety. There is simply no other way to increase sales.

10 effective ways to increase retail sales

Today, any store owner or person involved in its management seeks to find an effective method to instantly increase retail sales. However, this is a complex process, and there is no one-time way. It is necessary to constantly monitor innovations and innovations, to be able to efficiently manage your subordinates, to work competently with customers. A businessman can use low-cost but effective marketing technologies.

1. Up-sell, Cross-sell, Down-sell.

Increasing retail sales in this way is an almost win-win option, as it is considered one of the most effective.

Selling more expensive products. Suppose a person wants to buy a multicooker from you. You offer to purchase an improved model, the cost of which is several thousand rubles higher. The client has already decided to spend a certain amount, and plus or minus 2-3 thousand rubles do not play a special role. This method allows you to increase the average bill, while increasing your retail profit.

The sales assistant must carefully monitor each new customer entering the store in order to offer a more expensive product at the right time and thereby increase the purchase price. Sounds weird? We don't think so. For example, upon seeing that a customer is ready to buy a scarf, the seller should subtly offer a similar, but more expensive product. It should be noted, however, that this product:

• better than the previous one;
• sewn at a famous factory;
• relevant for the next season;
• emphasizes the status of the owner ... etc.

All this information will certainly have the desired effect on everyone who loves to dress stylishly. Psychology also works here. For most people, it is almost impossible to say “this is expensive for me”, “I can only afford something cheaper”. But even if 30-45% of all customers fall for such a hook, the conversion will increase by 22%.

This is the sale of additional goods and services. Sellers can and should act in this way: for example, when they buy trousers from you, politely offer a shirt to them. Even if only 4 out of 10 people agree to buy the second item, sales will still increase.

In order for a client to purchase not one but several products, a serious motive is needed. At the same time, the seller should not, under any circumstances, impose the goods or pressure the buyer. This approach will give the exact opposite result. You need to act like this: show the second thing, describe its advantages and tell why the client needs it at all. You can also try to convince that the proposed additional product perfectly matches the selected trousers and creates a harmonious stylish ensemble.

Down-sell relevant when a client intends to purchase a product, but his budget is limited. The seller can recommend a product that meets the requirements, but is cheaper and with a lower value. Down-sell's task is to retain the buyer and satisfy his needs. For example, a young man wants to buy flowers, but there is not enough money for a quality bouquet. Recommend him a Dutch rose in a pot. The main thing is to offer products or services with high margins.

What is margin? Simply put, it is an analogue of profit, that is, it is the difference between the cost of a product and its selling price. The proceeds from the sale are the margin. The higher the margin for the product, the higher the margin.

2. A related proposal.

This rule is in a sense similar to the previous one. Each outlet has products that can further increase sales. But usually they are not offered to customers choosing the main product. These are the so-called "small" goods, which often lie near the cash register or on small counters throughout the sales area.

For example, a clothing store has the following related products:

• scarves;
• hairpins;
• umbrellas;
• bijouterie;
• covers;
• wallets.

Everything works simply. Let's say a woman buys a dress. At the checkout, she is offered the appropriate jewelry, explaining that upon purchase, the total amount will reach the required minimum, and this will allow opening a discount card. Many clients will love the offer. The purchased related product may be needed, and the discount card will allow you to save on purchases in the future. As you can see, subconsciously, a person considers this advice beneficial and agrees.

As a result, despite the fact that the entrepreneur receives a small profit from one sale, by the end of the month, an increase in retail sales becomes evident.

3. Competent merchandising.

Another popular option for increasing sales is the use of merchandising, that is, the use of a set of activities carried out in the sales area and aimed at promoting a particular product, brand, type or packaging.

What does a merchandiser do?

• At first, the specialist arranges goods ergonomically and attractively for the buyer. This process is the most essential. Most people go to a store with one goal in mind: to find a product, compare prices, or find out if it can be ordered. Accordingly, the easier it is for the buyer to navigate the sales area, the more chances he will continue to communicate with the seller and want to return. Everything is elementary: today there are a lot of trade enterprises, there are fewer truly unique products, as the industrial sector develops and a large number of analogues appear. It follows from this that the potential client will go where he is most comfortable.

It is very important to correctly place the products in the store. You should not create difficulties for the visitor, so that he, for example, went around the store several times in search of the right shoes between jeans and T-shirts. Let the shoes be in one place and the clothes in another. A competently and neatly organized space is automatically liked by a potential buyer. He is not annoyed by the need for long searches for the product. He is more likely to start talking with the seller and agree to purchase an additional product. In this way, an increase in sales in a retail clothing store is achieved.

It also means a lot how aesthetically the product is laid out. When selecting homogeneous or closely related products, you need to focus not only on categories, but also on colors. So, it is not enough for the shirts to be on the same shelf. It is necessary to distribute them according to shades (for example, from green to yellow) with all the transitions. You shouldn't lump everything together. This approach certainly does not work to increase sales and does not bring adequate income even to those stores that position themselves as "economy class" and focus not on quality, but on minimum prices.

• Secondly, the function of the merchandiser includes the use of informative and stimulating signs and plates. This method is best used in large retail outlets with adjoining rooms. It is also relevant for small stores. The most basic way to increase retail sales is to show the customer the specific location of the product they want. Not all clients have a desire to communicate with sales consultants. Accordingly, visitors need pointers both for certain categories of products (jeans, shirts, jackets, cereals, canned food, cheeses), and for certain items of goods for which there is a special demand (salt, matches, candles).

At the sight of such signs and signs, a person will easily move from shop window to shop window without any difficulties and stay in the right mood conducive to shopping. And the incentive for him will be various advertising signs near the products, informing about promotions, special properties of the product or its limited quantity.

• Thirdly, The merchandiser can use special music to create a mood for the buyer to make a purchase. Let this melody not be overly aggressive, irritating the client, or too lyrical and relaxing, depriving the mood for shopping. The best option for a retail store is light electronic or pop music (you should play popular tracks that are no more than a year old). In addition, the melodies of the tracks should flow smoothly from one to the other without drops. You can also broadcast any popular radio channel (preferably with a general theme).

In this case, you should not set the volume too high. This rule is especially important to consider, since many modern people use headphones. The buyer may be annoyed by the fact that the melody sounding in his headphones is interrupted by loud music in the store.

Product placement affects the consumer in supermarkets and other self-service retail outlets. It is there that it is most clearly seen how important it is to correctly position the product being sold. So, all grocery stores use a common trick - they place the bread department in the most distant part of the hall. Thus, entering only for bread, the client passes through the entire area with display windows and makes additional purchases.

At the same time, one should not think that competent merchandising is possible only in large grocery or hardware stores. For example, thanks to the correctly located workplaces of the salon employees, comfortable furniture, the client feels comfortable, better tuned in to buy an expensive car or goods from a colorful stand with novelties at the entrance.

4. Loyalty programs.

Increasing retail sales in a store is a process that is also achieved through the implementation of "spot exposure" programs. The programs are designed exclusively for loyal customers, that is, the more often the customer visits the store, the more his check, the higher the likelihood that he will be provided with a discount or bonus card. Programs are of the following types.

• Bonus. The main element of the bonus program is bonuses, that is, points that are calculated as a percentage (less often fixed) from each purchase. When a certain amount is reached, the customer can pay part or all of the purchase with a bonus card.

Pay attention: the second option is most preferable, when the purchased product is fully paid for by accumulated bonuses. At the same time, it often seems to people that limiting the right to use bonus points is just another deception, and in the future, customers no longer want to visit such a point of sale. The image of the entrepreneur (owner) and his store becomes less attractive. A striking example: a well-known chain of sportswear and accessories stores in Russia, which limits the possibility of paying with bonus points to 30% of the total purchase price, has lost about 15% of its regular customers over the past two years.

• Accumulative. This program is similar to the bonus program, it differs only in the form of points accrual. If absolutely any formula can be used to calculate bonuses, then interest from the next purchase or a fixed amount "drips" onto the accumulative card. Otherwise, everything is exactly the same, the buyer can, at his discretion, spend his bonus funds on the purchase of the desired product or partially pay for services.

• Discount. Under this program, a regular customer receives a discount on some products or the entire assortment. To receive the service, he must show a company card or give a name and phone number. There are both fixed discounts and discounts that grow along with the increase in the client's investment in the retail store. The latter option is the most popular among cardholders; accordingly, it is also optimal for an entrepreneur.

Thus, bonus programs are The best way gain customer loyalty and increase retail sales. When a consumer receives a branded card (bonus, accumulative or discount), he feels himself included in a certain circle of “chosen ones”, which stimulates him to make purchases in this particular trade organization.

Under normal circumstances, cards should only be issued to regular customers. But when a new store is opened or a deep rebranding is carried out, it is permissible to distribute them to the first 10-100 customers, regardless of the duration of "cooperation" with the trade enterprise. This not only encourages them to continue visiting this establishment, but also improves the image of the retail trade network.

If the bonuses are addressed to the "elite", then promotional offers (discount or those that are carried out in the conditions of the delivery of a limited range of goods) - for everyone. Each customer who has entered the store at the right time and has chosen the required product (if the promotion is valid for the entire range) can receive a discount. This procedure is carried out in accordance with applicable law, as it is a public offer.

Promotions work great to boost retail sales. They can be distributed in part of certain goods, product groups (for example: seasonal items or sports equipment) or the entire assortment in general. Promotions should not be carried out frequently on “substandard” products. Although such events help to quickly sell such a product and, accordingly, increase retail sales, at the same time, the store has an image of a retail outlet where you can go “as a last resort,” and there are no high-quality goods here. Of course, even if you focus on clients with a minimum income level, it is not possible to achieve positive results.

The best option is to alternate promotions: 1-2 times a year (for example, on the eve of summer and New Years) to make discounts “for everything”; 10-12 times - for slow-moving goods; and at least once a season to hold such events associated with the introduction of new products. The latter need not be associated with a decline in prices. Customers can purchase limited edition items, order free home delivery, and more. Everything is determined by the flight of imagination and the financial position of the retailer.

It is better to inform consumers about promotions in advance, and the larger the advertising campaign, the better.

It is very important today to promote products on the Internet, including in social networks... Note that you are not conducting online sales, but an advertising campaign on the Internet. A smart strategy works great for increasing retail sales.

SMM promotion gives the store the opportunity to tell the audience what promotions and bonus programs it runs without buying expensive TV ads and without resorting to the services of well-known bloggers. All that is required to increase retail sales is to create store pages on social networks, and then maintain them in a quality manner, informing potential customers in a timely manner about upcoming events. Additionally, it will be useful to publish reviews that grateful buyers leave on the official Internet sites of the trading platform or in "fan clubs".

The importance of hashtags in SMM promotion is currently difficult to overestimate. If the SMM manager or the business owner himself uses the correct specially selected tags, then potential customers are immediately directed to the store page.

The task of SMM promotion is to reach the target audience as much as possible. Some of the prospective clients prefer Facebook, some Odnoklassniki, some use YouTub and Instagram. With this in mind, it is useful to create accounts on all social networks on the Internet. The content of each of them can be approximately the same. Another important thing is that active users should receive all the necessary information.

Having launched an SMM promotion, you should think about a full-fledged marketing company, which includes advertisements on television and radio, production of banners, stretch marks, handouts (brochures, leaflets, business cards).

A promotion aimed at increasing retail sales can be associated with a specific event (such as a store's birthday, a public or religious holiday, or a new outlet opening). It is also useful to hold this event to maintain customer loyalty.

By placing ads and making appropriate Handout, in parallel, you can give bonus or discount cards to the first customers. When conducting a specific PR campaign, it is advisable to launch several commercials on television and on the Internet, while announcing “discount days”.

• provision of discounts for certain types of goods or the entire assortment group;
• organization of festive events, including concerts of popular performers;
• product tasting.

In any case, the main task is to create comfortable and safe conditions for customers to stay in the retail outlet and in the surrounding areas. At the same time, it is necessary to avoid such negative phenomena caused by discounts as crush, brawls, queues. It should be remembered that each such phenomenon is serious and, as a rule, spoils the reputation of the store forever.

8. Guestbookand suggestions.

Legislation Russian Federation obliges each outlet to have its own book of reviews and suggestions. Most businessmen perceive it as a complaint book, and this is a big mistake. It is necessary to constantly keep this document in the field of view of visitors, the best place to post is information stand... On a monthly basis, a store administration representative must look through it, carefully read the advice and comments of customers, and talk with the staff.

In addition to the aforementioned document, it is useful to use mini-questionnaires in the store. It is recommended to place them on the table or directly at the checkout. It is much easier for the client to check the boxes in several fields than to write the text in the book. In this case, the information obtained in this way will be no less useful than feedback and suggestions.

Thanks to the above approach, you can quickly increase sales without ordering expensive research and without wasting time trying to choose an effective marketing strategy.

In order to increase retail sales, the professional level of employees who communicate with customers directly should be assessed. The minimum they have to do is know the assortment perfectly and understand how to conduct a dialogue with the client. It is necessary to avoid situations when the seller ignores the buyer's request to consult him, does not pay attention to the potential client, stands at the same window for a long time and does not respond courteously enough to comments and requests.

A salesperson should not go to the other extreme - be very intrusive. A customer who has entered a store with a specific purpose or without it at all may not be eager to communicate in principle or to conduct a dialogue at this particular moment. One way or another, you need to greet the visitor, offer help at the first opportunity. Further, he should be left behind, if consultation is no longer necessary, and allowed to calmly leave the store.

The best training option is to send salespeople to refresher courses or personal training. The cost of such programs is quite acceptable, and the effect, as a rule, gives a positive result.

Through selective calls to buyers, questionnaires, surveys in social media communities, you can find out about the problems of buyers. It is advisable to ask questions regarding the assortment, quality of service, availability, store design, etc. If the obtained data is used correctly, then not only will the level of sales increase, but the quality of service will also improve.

Communication tools should be used that, at the time of the sale of a particular product, allow you to get the customer's contact phone number. The easiest way is to ask them to fill out a short questionnaire, and then give the person a discount card for that. In this way, a customer database is formed.

How does it work to increase retail sales? It's very simple: customers are called by the received phone numbers.

Here's how salespeople argue their call:

• inform about new arrivals to the store;
• inform about profitable offers.

During a telephone conversation, you can ask why a person has not entered the store for a long time, whether he has any wishes for service and products. Only employees with clear diction who are able to skillfully work out objections should be trusted to call customers.

The above ways to increase retail sales are really effective. But, striving to increase the profitability of a business, the main thing should be remembered: customer care, high quality goods and professional consultants are the main drivers of success. If this "base" is normal, then the previously indicated methods will help to increase sales in a short time.

12 activities to increase retail sales

How do you get people to buy more from you, and thereby increase your retail sales? There are some tricky tricks that work 100% on all buyers. Every seller can use them and for this it is not necessary to thoroughly know the psychology of a person.

Perhaps everyone knows the feeling when it becomes more and more difficult to control oneself at sales or in stores where a particular product is presented at a discount. As if in a fog, we buy everything that we see, and do not stop until we have spent every penny. At such moments it is not clear what drives us when buying absolutely useless things. But it has already been proven that such feelings appear for a reason: a person falls under the influence of tactical manipulations by experienced marketers. What activities are they doing to increase retail sales?

Inscriptions and announcements like “Buy one thing - get the second for free”, “Free delivery”, “Find cheaper” evoke a positive response in the minds of the overwhelming majority of people. But it is clear to every retailer that any “free” delivery or “donated” item is already included in the price of the goods purchased for money. This technique has worked reliably for decades all over the world, used both in retail and in other industries. It is the apparent "free" that arouses the interest of many people who, to begin with, simply go to "look" and leave the store with purchases.

A wonderful effect is obtained from word of mouth. When a buyer finds out about a "profitable" promotion at your outlet, he brings his family and friends there so that all of them together can buy the maximum amount of goods and receive even more "gifts".

From time to time in the store it is useful to conduct "free" promotions (for example, such as "second jeans at half price" or "second thing with a 50% discount"). In the course of these events, customers are given practically nothing stale out-of-season items or products that cannot be sold in the near future, while somewhat increasing the cost of the most popular goods.




This approach will ensure the turnover of all goods and will definitely bring income. But when organizing such actions, it is important to calculate all the risks and benefits. It often happens that the wrong approach decreases rather than increases retail sales.




Everyone knows about the strong impact of red price tags in retail outlets. In this case, buyers subconsciously come up with an association: red stickers - price reductions. It is in red that retailers around the world highlight the size of discounts, sellers urge to look for such price tags on the shelves, promising customers to reduce the cost of goods. This established perception can be used for the benefit of the entrepreneur.




A red price tag does not always mean a dizzying discount for a customer. The reduction in price may be minimal or negligible, or the cost remains the same. However, the fact that the overwhelming majority of customers will take a product with a bright red tag off the shelf is obvious. Therefore, in order to increase retail sales, it is recommended sometimes to resort to this technique: to specifically reduce the cost of expensive goods to a minimum, place red price tags on them and watch how visitors sweep everything off the shelves, without doubting a bargain.

1. We hide the most popular goods.

The most famous and therefore effective way to increase retail sales is, perhaps, placing the most sought-after items at the end of the store. It is noticed that counters with bread, dairy products, sausages are always located in the far corners of the trading floor. An experienced merchandiser will certainly make it so that the buyer goes as long as possible for the essential products, and on the way picks up a whole basket of related and seemingly necessary goods.

So, in order to increase retail sales, the most demanded inexpensive goods should be placed on distant stands and showcases. At the same time, the most expensive and less popular units are located in the most conspicuous place - near the entrance, where even passers-by will pay attention to the goods.

2. Salegoodsin batches.




Another popular method is selling products in batches, for example, according to the "10 packs for 500 rubles" promotion. At the same time, the retailer usually makes a slight discount, but this "trick" again affects such a simple human trait as a natural desire to save, even if a little.

Strive to sell the maximum number of products for the promotion, since it is at them that every visitor subconsciously looks, often without thinking why he needs 10 packs of scented candles with a purchase price of 20 rubles. This desire to buy at a discount will be played by an experienced seller.

In batches, you can sell both the most popular products and goods that have an expiration date, as well as illiquid products

3. Promotion "one product in one hand".

A large number of sellers use this simple advertising technique, once again aimed at stimulating customer interest and increasing retail sales. We are talking about the so-called "consumer restrictions". It is at the moment when they say that a given product can be obtained in an amount of no more than 3 units in one hand, the client subconsciously considers it unique and special, therefore, tries to buy in the maximum quantity. The store visitor is sure that "if there is a high demand for the product, it will soon be over, so you need to take more at once".

Do not hesitate to make individual products “unique” and place appropriate ads next to them. Such artificially created scarcity always affects the increase in retail sales.

4. Rule of nine.




Each of us, having glimpsed the price of "2999 rubles" in the store, subconsciously rounds the value to two, and not to three thousand rubles - as it would be mathematically correct. This reaction of our brain is called the "left signs effect": we unconsciously round the indicator down even before we realize its true meaning. It is this unconscious reflex that a salesperson can use when working to increase sales in the retail business.

Advice: When forming and printing price tags, it is better to use numbers ending in 90, 95 or 99. Such prices are also called "charming". They visually reduce the cost of the product as perceived by people, thereby stimulating the latter to purchase.

5. Usagecolors, Sveta, aromas.




It has long been proven that consumer activity directly depends on color, light, and aromas. How it works? In the human body, the hormone of joy is released - endorphin, which causes a pleasant thrill before shopping. Unconsciously, he wants to buy more groceries and please himself. And it is quite easy to induce dopamine, or the hormone of satisfaction, in the store.

Recommendation: when organizing retail space, it is worth considering many factors that significantly affect the sale of products and services of certain categories. In order to increase sales, when decorating shop windows, it is necessary to use bright colors. As for grocery stores, it is better to place juicy colorful fruits and vegetables closer to the entrance so that the visitor can see them from afar and feel the joy of the upcoming purchases.

Placement, design, appearance of sellers, light, temperature, musical accompaniment - all this is very important for creating a holistic image of the company. A great idea is scent marketing or any other "sensory marketing" that affects the feelings of the customers and their emotional background. To understand this, let's remember a few famous brands.

These establishments are distinguished by an attractive interior design that combines wood and rich green color, a signboard reflecting the menu, unobtrusive audio accompaniment, and the aroma of natural coffee. You can eat deliciously here, but you cannot smell the food - it is simply not there according to the concept of aroma marketing.




Take a close look at this entertainment complex. The aroma of popcorn is everywhere. It doesn't matter at all that pizza, nachos and other products are also sold here. But the scent of this brand is popcorn being prepared. Cinema visitors can not only smell the aroma, but also see the cooking process.




Walk into any brightly lit store with this sign and you will instantly smell the fresh woody scent. You will never see the process of cutting trees there. However, you will always feel the smell, and it is he who will become your incentive to make repairs at home.




Output: a complex that includes thoughtful visual, tactile and aromatic elements is very important, as these components can influence the wishes of customers and stimulate an increase in retail sales in the store.

6. Right hand law.

It is no secret that the overwhelming majority of buyers move counterclockwise through the trading floor, starting from the right side of the entrance. This must be borne in mind when placing goods on the counter.

Advice: Considering that visitors always walk around the perimeter of the sales area, most of the products should be placed in this area. Place the best and most noticeable products on the right side of the entrance: from this point customers will begin their journey, and the products laid out here will become as interesting to them as possible.




It is on spontaneous purchases that any store can make great money. Some sellers underestimate goods for "spontaneous purchases" in the checkout area. But it's not right. Many customers very often make purchases, succumbing to the momentary impulse. In addition, against the background of expensive purchases already made earlier, visitors can easily purchase an insignificant product. Thus, in practice, spontaneous purchases work great for increasing retail sales.

Recommendation: you should definitely place racks at the checkout with the necessary small goods for daily use. These can be newspapers, chocolates, batteries, chewing gum, antiseptics, etc. Most buyers, while waiting for their turn, willingly take from the cash register something of the inexpensive little things.




Our subconscious mind has another unique property: when shopping, we want to quickly fill an empty basket with goods. That is why large supermarkets are constantly increasing the size of carts and baskets. Even if a person went to a store to buy bread, but then picked up a cart, very soon he will fill it. And this feature of our brain can be used wisely.

Recommendation: For visitors to a point of sale (especially a large supermarket), a basket or trolley is a great incentive to buy more products than planned. An excellent solution is beautiful small wicker baskets, which can often be found in cosmetic stores or women's clothing boutiques. It is pleasant to walk around the hall with such a basket, and it is even more pleasant to put the necessary products into it. This undoubtedly works to increase sales in the retail business.

7. The introduction of a unique service that buyers are waiting for, but which competitors do not have.




The type of service is determined by the type of business. How does this affect the increase in retail sales? Let's say a grocery supermarket can additionally inform customers about promotions by phone. This approach will appeal to retirees and will work like word of mouth. The shoe salon proposes to increase the term for the return of goods by the client if for some reason he did not fit (30 days instead of 14 days). The home appliance store promises to deliver bulky items around the city free of charge.

8. Organization of a lottery or your own holiday in the store.




The Russian consumer lacks moments of joy. People love promotions where you can get a product for free.

It is permissible to time the date of your own holiday either to the next anniversary of the opening ("We are three years old"), or to a professional celebration. For example, a building materials store can celebrate Builder's Day on a large scale. A free product raffle, during which a customer fills out a questionnaire, will allow the store to receive buyers' email addresses for subsequent mailings.

A businessman's talent lies not only in the ability to calculate profit from sales or build relationships with the tax authorities. First of all, it lies in the ability to find contact with the client and to competently push him to buy. And, of course, the main task of an entrepreneur is to increase retail sales in all available ways, involving both his own staff and outside experts in the process.

Before you start working on increasing sales, you should study the issue in detail and select several basic business optimization strategies. The tools and methods for increasing retail sales, which are covered here, work effectively both in combination and separately from each other.

We will tell you about the possible reasons for the drop in sales in retail or wholesale store, ways to solve the problem and how to increase the number of sales step by step.

When the financial results of a business fall, measures must be taken promptly. How to increase sales? is the cornerstone of business.

There are several effective ways to increase sales and improve your store's profitability. A qualitative analysis of activities will help identify effective tools to stabilize the situation.

1. Features of wholesale and retail trade - the psychology of sales

Retail sales - piece-by-piece sales of goods to the end consumer.

• furniture salons;
• women's clothing stores;
• pharmacies;
• markets;
• fairs of craftsmen, etc.

Wholesale trade is aimed at corporate buyers who purchase products in large quantities. Most often, these are intermediaries who are engaged in resale. In some cases, large quantities are needed for the personal purposes of the enterprise.

Example:

The factory produces upholstered furniture - sofas, armchairs and ottomans. For an uninterrupted supply of upholstery material, the company concludes a supply contract with a wholesale manufacturer.

When drawing up a plan to increase profitability, the director wholesale enterprise does not focus on the end consumer.

Attention is paid to:

1. Searching for new counterparties is achieved through presentations, a recommendation channel, cold phone calls, personal sales, studying the psychology of buyers, etc.
2. Development of relations with current partners - optimization of logistics, provision of discounts, development of feedback, etc.
3. Improving customer focus and developing professional skills of salespeople - conducting trainings, mentoring, motivation, etc.

For the head of a retail outlet, the main goal is to interest and induce a visitor to make a purchase of a representative office or online store of the company. To increase sales, it will be necessary to analyze the current situation, identify weaknesses, development and implementation of measures to improve the situation.

2. Why retail sales are falling - possible reasons

It is difficult to take into account and predict economic, political, social and other factors affecting sales volumes. Even if they are obvious, it is often almost impossible to influence them.

But there are likely reasons for the decline in retail sales that need to be identified and addressed first.

Poor location of the outlet

Even when choosing a commercial space for purchase or lease, you need to compare the location of the facility and the specifics of the company's activities.

Example:

The entrepreneur decides to open a clothing store near a popular business center with a view to a large flow of customers. This idea is unsuccessful - visitors come for work, and not to renew their wardrobe. It is better to move the outlet to a residential area, and open a clerical shop near the business center.

It is necessary to take into account the presence of competitors and their conditions, transport accessibility, convenience of access, the population of the area and the daily number of people passing by. If the store is located in the courtyard of a house with a barrier, then only buyers living nearby will visit it.

Poor showcase design

If the customer does not like the look of the store, he will not be included in it.

Showcase that will encourage the buyer to visit the outlet:

• informative - the consumer understands what the store is selling;
• attractive in appearance - the design is bright and noticeable, but not flashy;
• talks about current promotions - the data is necessarily up-to-date and truthful;
• denotes a price category - an example of a product with an indication of its cost looks good.

If you want to know an objective opinion about the design of the store, ask the buyers themselves to evaluate this criterion through a survey or a checklist.

Small assortment

If the competitor has a wider choice, then the buyer will go to him. Comparing the assortment of a similar outlet with your own will allow you to understand what is missing.

Another way to expand your product offer is to take into account the interests of a larger number of visitors. In a shoe store, every model is good to have in unpopular sizes, and when selling food, products for diabetics should be added to the assortment.

Poor quality of service

If the sellers are careless with the customer, they will not want to go back to the store. Service should be polite, but not intrusive.

Trainings and seminars will teach staff the basics of quality sales, and Mystery shopper and user feedback will help monitor service requirements.

3.7 Simple Tools to Increase Retail Sales

When a manager sees that profitability is falling, he needs effective measures to stabilize the situation.

When developing measures to increase profitability, be sure to take into account the specifics of the company. But there are a number of universal methods that will increase the profit from the sale of products.

Method 1. Competent merchandising

A clear and visual placement of goods in a store is a simple and effective way to increase sales by tens of percent at once. But the products should be laid out not only convenient for the visitor, but also beneficial for the seller.

To place the most profitable goods at the level of the eyes of the consumer, and to place promotional products in the checkout area - these are the main recommendations of specialists on the effective layout of the assortment.

Pay special attention to the appearance of the product. The packaging should be neat and intact, and the thing should make you want to take a closer look.

Method 2. Companion proposal

This technique is used by McDonald's - each order is invited to try a pie or something else. There are products accompanying the purchase in every store.

Example:

In the furniture showroom, the buyer buys a sofa; elite fabric is used for the upholstery. The consultant suggests taking a cleaning agent that will effectively remove the most common types of dirt.

Some of the customers will agree to an additional purchase, some will refuse it. But if you offer it to every customer, then the average check will increase.

Method 3. Loyalty program

Discount card discounts and bonus points for purchases are powerful tools for increasing sales. If the client chooses between two similar outlets, he will prefer the one in which he has privileges.

Use the method with care. It happens that the return on a loyalty program does not cover the costs of using it. This happens if regular customers were given discount cards, but new customers did not appear. In this case, the bonus system is subject to revision or cancellation.

Method 4. Promotions and sales

The goal is to motivate the client to buy more than he originally planned. The tool is especially popular for increasing sales during a crisis or when you need to get rid of an old assortment.

There are several options for promotions:

Offer	Example of conditions	Possible features
Promotion "2 + 1"	When buying 2 items, 1 more will be free	The gift is given the product with the lowest value by check
Discount for one category or another	Red clothes 2 days 10% cheaper	Except outerwear
Full sale	20% discount on the entire assortment	Exception - items from the new collection
Promotion "Bring a friend"	5% discount on a recommendation from an existing client	Maximum 1,000 rubles
10% discount on birthday	Provided 3 days before and 1 day after the event	Does not apply to alcohol and confectionery

Method 5. Social networks

Representing your store on Instagram, Facebook and VK will significantly increase the number of users. They will learn from publics and groups about the range, promotions and discounts. To do this, the manager needs to fill the accounts with interesting content and relevant information.

An effective way to increase the return from a website or a group on social networks is to announce a repost contest with a real prize.

The conditions are roughly as follows:

1. The user shares the record with friends.
2. The message is not deleted for a month.
3. The winner is selected at random.

It is better to offer a sold product or a rendered service as a prize - the advantages and features of the offer indicated in the repost text will be read by a large number of users.

Method 6. Feedback

Selective calls to customers, questionnaires, surveys in groups on social networks - these tools will allow you to identify what customers are missing. It is better to ask closed-ended questions about the assortment, quality of service, availability and design of the store, and any other aspects, but detailed answers should also be provided.

The competent use of the information received will not only increase sales, but also improve the service.

Method 7. Marketing promotions

Distribution of flyers, contests and sweepstakes, gifts for a purchase, an offer to try products for free - these and other events will increase customer interest and business profitability.

When conducting marketing research, it is important to control their effectiveness. If the costs don't pay off, your customer acquisition policy is worth rethinking.

4. How to increase sales - step by step instructions

To determine which tools to use first, follow three simple steps.

Step 1. Determine the specifics of trading

The problematic of each store is unique.

The specifics of the activity depends on:

• product categories - food or non-food products;
• forms of enterprise - a network, a single point of sale, mobile trade, etc .;
• type of service - an online store, distribution through catalogs, posting ads on Avito, a self-service point, vending machines, etc.

To understand the reasons for the decline in profits, it is necessary to determine the characteristics of a particular outlet.

Step 2. Looking for weaknesses

Determine which method is more effective and will increase sales, it will turn out after analyzing the reasons for their decline.

Example:

A customer walks into a clothing store and leaves immediately. There may be several reasons - an obsessive greeting, lack of interest on the part of the staff, unsuccessful display of goods, etc. The buyer will leave the online store more likely because of an incomprehensible menu or a repulsive interface.

Find out the reasons for customer dissatisfaction through surveys and questionnaires.

Step 3. Choosing a method for solving the problem and implementing it

After getting the answers to the first two questions, it will be clear how to increase sales.

You can find some more interesting ideas for increasing sales in the following video:

5. Conclusion

If you correctly approach the issue of increasing sales, it will not be difficult to fix the situation.

To ensure that the profitability of your business does not drop again, monitor your business performance constantly and respond quickly to their deterioration.

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In this article, you will learn:

• How to Increase Your Firm's Sales Through Interaction with Customers
• How to increase product sales with prices and promotions
• How to increase your wholesale sales
• How to increase sales in an online store

The correct answer to the question: "How to increase sales?" - any firm can lead to success. The main goal of the commercial management of an enterprise is to maximize this criterion. We will look at the most effective methods of increasing the size of your sales.

What needs to be done to increase profits: 19 universal ways

1. Thorough market research.

Commerce does not tolerate ill-considered actions.
You need to learn about all the movements of the modern market, the successes or failures of competing companies, and then use the information collected to develop your own business.
Describe your strategy in writing.

1. Determination of promising directions.

To increase sales, it is necessary to find out which economic areas are the most promising. Data from the analysis of the consumer index and various events in a particular area can help in this.

1. Increase in the number of customers.

A small number of buyers equally affects both new firms that have just entered the market structure and have not yet gained popularity, and already promoted, whose clients may go to competitors due to internal problems in the organization itself.
When looking for new customers, it is very important not to lose old ones.
Often, directors and top managers decide to radically change the work of the enterprise, completely renew the range of products - this can force the former buyers to leave.
You can act in this way only if you have nothing to lose - for example, you have very few long-standing customers.
Otherwise, you should innovate gradually.

1. Advertising of services and goods.

Now, like many years ago, advertising is the main engine of commerce.
If you cannot afford to manufacture and demonstrate full blown commercials, new technologies will come to your aid: corporate promotion in social networks, mailings by e-mail, phone calls to clients, viral advertising. Don't forget about the good old newspaper ads and promotional flyers.

1. Increase your revenue using your phone.

A regular phone can help boost retail sales. It is better to forget the method of calling from several numbers, which is often used by unscrupulous companies: excessive intrusiveness can do your organization a bad service.
Try to offer your products and services to those who are interested in them. You need to have not only a complete set of information about your product, but also information about your potential buyer: who he works, what he enjoys, what difficulties he cares about - and how your product can help eliminate them.

1. Making changes to the work of the company.

Find out which specific methods of your business are not working.
Perhaps it's all about ignorant salespeople. Or your assortment of products has long been outdated, while the cost remains above the market level. Or maybe you just need to renovate your premises or rebrand, and the question of how to increase sales will disappear by itself.

1. Creation of highly specialized solutions.

During the year, enterprises operating in the fashion market update their product catalog several times. They want to control the collection of orders for each region and be able to change it at any stage of the trade chain. These customers can be offered special software for warehouse management and automated messaging with customers. They also offer their partners the ability to return product from the point of sale to the distribution center. Accordingly, they need to provide air or multimodal delivery, and in the case of the transportation of fur products, the transportation must be accompanied by security.

1. USP or detachment from competitors.

To increase turnover, it is necessary to find all the advantageous differences between the company and its competitors. If your main advantage is cost, you need to make radical reforms. A significant advantage can be:

• free prompt delivery;
• high quality service;
• provision of related services;
• discounts, bonuses and presentations for buyers;
• a wide range of goods in stock, etc.

1. Quarterly progress report.

Clients often do not realize what exactly they are getting by concluding a subscription service agreement with one or another organization. That is why it is worth regularly sending detailed reports to partners, including a list of all the work performed. This helps to increase the level of loyalty among potential customers and, accordingly, increase the volume of sales in production.

1. Social proof.

Research shows that buyers are more likely to purchase goods and services from companies whose reliability and good reputation are beyond question.
Confirmation of these characteristics can be, for example, certificates of conformity or other official documents, calculations sociological research, which are the best way to persuade consumers (social proof): "2500 customers can't be wrong!"

1. Improving the quality of services.

This method allows you to answer the question of how to increase sales during a crisis. If you have interviewed your customers in advance, you can proceed to the implementation of the preferred strategic plan... It is necessary to improve the quality of services, train personnel, and purchase new equipment. Customers can be offered discounts, bonuses and holiday gifts.

1. "Mystery shopper".

This is a specially trained person whom you hire in secret from your employees. He plays the role of an ordinary client and must record all stages of the trading chain using a hidden camera or voice recorder. This allows the businessman to understand how things really are. What the owner of the business knew and the real situation could be diametrically opposed.
For additional control over employees, you can install special software on work computers that monitors the image on the monitor. The room should be equipped with a video surveillance camera. This will help to identify undisciplined and incompetent employees and, in the end, eliminate the factors that interfere with increasing the company's revenue.

1. Changing the system of motivation.

Launching an updated line of products, one of the corporations working in the market of wholesales and distribution of computer equipment found itself in a rather difficult situation. The volume of sales compared to competitors was very small. Managers stated that buyers were uninterested and seldom approached the firm. It also did not work to offer a product as an alternative to something, because it was not possible to convey information about its competitive advantages to the consumer. In general, the products were practically unknown on the domestic market and did not have reliable marketing support. The company itself had high hopes for this line, but it was impossible to change the principles of calculating salaries for employees. The management decided to pay regular bonuses to motivate specialists. They were paid not only the standard salary, but also $ 0.5 for each product sold. At first, the amount seemed purely symbolic, but over time, an unexpected move brought very good results - the level of revenue was increased by 60%. Each manager has significantly expanded his personal client base, increasing his income and organizations.

1. Development of a selling site.

Modern business needs a high-quality website - this is an axiom. An online portal is one of the main ways to attract customers and a tool to help increase the level of purchases in stores. To improve its effectiveness, there are three main elements to focus on: a home page with good SEO copy, application forms and feedback forms. Here are some tips to help you improve your site's performance:

• Simplify the structure: do not load pages with heterogeneous information. Visitors must intuitively understand what to look for and where;
• prepare two separate menus: general - for navigating the site and a product catalog divided by business segments (for example, "Expert. Restaurant chain", "Expert.Club", etc.);
• Post an infographic on your homepage that illustrates the value of your services. For example, you can write how much the company will lose in the absence of automation of production processes and how much it will get if they are finally debugged in automatic mode;
• post a link on the main page to a section with reviews from previous customers (of course, positive). They can nudge a potential consumer to work with you;
• leave a place on the key page for a banner advertising special offers, promotions and bonuses;
• in each upper left corner it is necessary to place a button to order a manager's call.

1. Improvement and automation of application processing.

Another way to help increase the size of retail is the function of sending an electronic application. With its help, the buyer can track at what stage his application is. Automatic processing of incoming requests serves two purposes at once: increasing the level of customer loyalty and facilitating the work of employees.

1. Increase in sales volume due to the right choice promotion channels.

Try to connect to advertising campaigns in Yandex. Direct ”, place your banners and articles on the main sites of your region. For example, an organization that sells land plots has sold eight properties, just announcing its special offer. TV advertising is still an effective way of promotion. In particular, one of the construction companies was able to quickly achieve recognition of its own brand thanks to the launch of the reality show “Construction. Your home in three months. "

1. Blue ocean strategy.

This method is based on the search and formation of new markets that have not yet been mastered by competitors. Take a look at the following practical example. The network of lighting salons offered their customers qualified design assistance. To do this, each client had to take pictures of their apartments and send them to the salon. After examining the photos, the designer suggested the most suitable lamps from the range of the salon. As a result of the campaign, sales volumes were increased by 37%. Word of mouth was particularly effective.

1. Search for a competitor.

Create a virtual rival for yourself - and the unique advantages of your goods and services will become more pronounced against his background. Customers will be much more loyal to you if competition lead in an interesting way.
Recall, for example, the funny video about the confrontation between the computer systems MAC OS and PC, which helped to increase the number of Apple fans several times. Or a classic example of a PR battle between Coca-Cola and Pepsi-Co. The indisputable advantage of the latter is the publicly available composition of the drink - this inspires the confidence of buyers (in contrast to Coca-Cola, which keeps the recipe secret).

1. Analysis of the reasons for low demand.

Often it is necessary not even to increase the sales volume of the enterprise, but only to remove the barriers that prevent it from reaching maximum heights. For example, consumers can be frightened off by ignorant or overly intrusive sellers, an old premise without renovation, even a poorly decorated showcase. By eliminating these reasons, you can significantly increase the level of retailing.

Techniques for increasing the sales ratio of a company through interaction with customers

1. Focusing on thrifty buyers.

There are several techniques at once to induce consumers of the first type (24% of the total) to make a purchase.
Here are some examples of how these methods work.
The cost of the offer can be changed without actually changing anything, but only by breaking it down into amounts that are psychologically perceived easier (for example, $ 100 per month instead of $ 1200 per year).
Internet company AOL has replaced its hourly service fees with a monthly one. This strategy is the opposite of the one described earlier and aims to make users not keep track of their spending every day.
All inclusive resorts provide a sense of safety and comfort, as tourists think that all costs have already been covered and no additional costs will be required.
Netflix replaced the pay-per-view system with a flat monthly rate for unlimited access to all content.

1. Comprehensive solutions for consumers.

Provide customers with aggregate logistics proposals that take into account the strengths of your business. Test the new service with one of the partners, and if successful, extend it to other customers.

1. "Devil's Advocate".

This old Catholic tradition has taught many of today's marketers. Studies show that if someone's idea is refuted by a “devil’s advocate,” that person’s self-confidence only increases. Your firm can take advantage of this experience and act as devil's advocate on its own. This way you can increase the confidence of your customers (they are the leading consumers of your products). Let the devil's advocate voice their doubts, and you will debunk him with the help of scientific and practical experience.

1. Attracting like-minded people.

Tell your potential buyers about the lofty goal you are pursuing (it could be fundraising for charity or any other social project). This will make it possible to attract like-minded people as committees. 64% of citizens surveyed by sociologists said that it was this factor that prompted them to make a purchase decision.
A good example is the TOMS Shoes charitable campaign to increase sales. Its essence is simple: by purchasing a pair of shoes for yourself, you are giving a second pair to children in need. The promotion helped sell millions of pairs of shoes - and millions of children received new shoes for free. Thus, good and good deeds can increase sales!

1. Overcoming the "barrier of entry".

Often times, there are situations when the consumer is almost ready to make a purchase, but he needs an additional incentive. They may be able to try out a future acquisition absolutely free of charge. During a certain period of time, while testing is being carried out, the client will have time to get used to the product or service. This will increase the likelihood that after this period he will buy the product, simply not wanting to give it up.



A correctly formulated proposal plays a decisive role in this situation. Many people resort to the standard phrase: "Try the 30-day trial version for free." However, you must agree that the slogan "First month is free" sounds nicer and more convincing. The goal is one, but the means are different, therefore, the result may be different.

1. Sales scripts.

The technology implies interviews between the seller and the buyer with the following types of questions: situational, problematic, extracting and guiding. Answering them, a person shows more interest in the offered products. Keep in mind that it is not possible to create universal templates for all types of buyers. The head of the department must independently develop a questionnaire with the expected answers for each item. In order not to lose the skill gained in the course of trainings on SPIN sales, it is necessary to consolidate it every day for a month. Employees should think through the options for the interview two or three times a day. Please note that regular customers, accustomed to a certain type of negotiation with your managers, may initially be hostile to the new model. Therefore, to begin with, it must be tested on new buyers, only then the skill must be transferred to regular customers.

1. Explaining to consumers their further actions.

Dr. Howard Leventhal, in his research, states that a person will not perceive relevant information if it does not contain clear instructions. Buyers believe that the described difficulties do not apply to them, and prefer not to worry. But when the description of problems is followed by instructions on how to fix them, the result exceeds all expectations.
For example, the number of people who received the flu shot increased by a quarter after clear advice on how to avoid getting sick was published. This is one of the most common ways to attract new clients to insurance companies.

1. Up-sell method.

Teach your managers to work with visitors based on their emotional state. They should know what to tell customers in addition about the quality of the product, consider all its capabilities and advantages. And do it in an accessible form so that the consumer fully appreciates the benefits of the offer.

1. Recognition of deficiencies.

How to increase sales during a crisis based on the experience of your own mistakes? Here you can describe many cases of real industrial disasters that have occurred in recent years (for example, oil spills). The most common cause of these situations was the reluctance of firms to notice their mistakes and correct them. This lasted exactly until it came crisis moment when it's too late to change anything. For example, the energy company TEPCO (Japan) only after a year and a half admitted the mistake that led to the "nuclear crisis" on the Japanese coast.
While working with online applications, you have probably come across situations where developers have sent out emails with apologies for technical glitches and problems. Such mailings make it clear that the organization is working on mistakes, does not leave them unattended, and will continue to do everything possible so as not to repeat them.

1. Service for the product (packaging, delivery, lifting to the floor, warranty and post-warranty service).

Functionality and comfort in use can be half the cost of the product. For some categories of customers, these factors are fundamental and most influencing the purchasing decision. We are talking mainly about the elderly, mothers of young children and people who do not own their own cars. In this case, it is worth thinking not only about the growth of the average check, but also about the sale in general.

1. Keeping buyers in good shape.

Keep consumers on their toes. A classic study by Norberg Schwartz shows that in order to change a person's views, it is enough to find a dime. Use people's positive reactions to surprises for marketing purposes and give them small gifts. Such an action will help to significantly increase the volume of sales, while it does not have to be very costly - it is not the price that is important, but human attention.

1. Newsletter for potential buyers.

This is the formation of databases of people who have expressed interest in your project, even if the contract has not been concluded. Then, in the event of any promotions, discounts or changes in the range, they can be promptly notified of these events.

1. Surprises for clients.

Pamper your customers with surprises - and you will be able to gain their trust and loyalty, having received a huge number of grateful reviews. The online shoe store Zappos has traditionally used exactly this tactic of influence.
Expecting to receive an order within five days, as promised on the site, you suddenly receive it every other day. Or you get the opportunity to return your shoes all year round. Such surprises have helped to generate a huge number of reviews on the site, which has become a powerful marketing tool for influencing potential buyers.

1. Harnessing the power of shortcuts.

Apply judgmental statements. When examining the factors influencing the voting results, a special behavioral test was carried out. According to its results, scientists found that people who were accidentally called "politically active citizens" voted 15% more willingly. Despite the fact that people received this assessment by chance, this characteristic had a serious impact on them. Use this method: Show your customers that you think they are advanced, innovative, and proactive. Then they will act according to this label.

How to increase sales with prices and promotions

1. Increase in the cost of goods, sale of a more expensive analogue of the product.

Even if the buyer says he wants to save money, this is not a reason to sell him the most budget-friendly product. The manager can structure the conversation as follows: “Of course, I can offer you a car for three hundred thousand rubles. But you probably want it to have climate control, power steering and heated seats. " If the buyer answers in the affirmative, it is worth noting: "Why would you waste money on a car that does not suit you?"
Selling a more expensive product is only possible if it has additional benefits. Take, for example, two nearly identical refrigerators of different brands and prices. Most managers will say that there is no difference between the two. But is it? Of course not! The task of the head of the department is to explain to employees how different models differ in terms of technologies, manufacturing standards, guarantees, etc.

1. Average check growth.

This is the most readily available method. It seems to follow from the method described above, but with some difference. The check can increase due to a simple increase in prices, an increase in the number of service functions, changes in payment terms. By the way, a 1% increase in value increases profits by 3-10%. It is important that the rise in prices is not too significant and brings with it new opportunities.

1. Adding shares.

The overwhelming majority of buyers love them very much.
The leader of Ukraine among supermarkets in terms of originality of shares is Silpo.
Even serious, reasonable people react to their promotions: "Price of the week", "Hot offer", "Thematic days", "Coupons for increasing points", etc.

1. Visibility of commercial proposals.

A trade initiative should really interest a potential consumer of goods or services. It should include a detailed description of the characteristics and advantages of the product. When conducting one-time promotions or providing short-term discounts, the market instruction must be supplemented with information about them. Great Feature Article - 10 Tricky Tricks for Writing a Sales Proposal.

1. Various recommendations for clients (at least three).

When new customers turn to the company, it can be very difficult to predict what price range of goods and services will interest them. Thus, if you only offer them products in one price range, you may overshoot and fail to guess their preferences. It would be more correct to offer several alternative options at once - for example, the "standard", "business" and "premium" kits.
In this case, the psychology of sales will work well. The buyer will understand that he was offered products with a wide price range, and he has very few reasons for refusing to buy. At the same time, it is necessary to competently compose sets of products of different prices and clearly explain to the customer the differences between them. Start with the most expensive kits - then he will perceive the cheaper products positively.

1. Provision of expiring discounts.

For example, offer your customers a bonus card with a unique code. If a customer spends a certain amount in the store within a month, the next one he will receive a discount on all products. The rebate depends on the number of orders in the last month. In this case, the discount expires if the person has not bought anything for a whole month. The approximate range of discounts can be as follows: from 5% when buying for 100 rubles to 30% when spending 20 thousand rubles.

1. Differentiation of cost.

Manufacturers set a single price for certain product categories. This is often not entirely justified. If a visitor directly asks about the price, the manager does not have time to identify his needs - he needs to clearly state the amount. If a single cost has not been established, the manager can ask many clarifying questions, establish a dialogue and receive information that will help influence the buyer. In addition, in this way you can slightly increase the number of clients.

1. Favorable price image.

From a psychological point of view, it is better to write on the price tag “100 rubles a month” than “1200 rubles a year”. By correctly setting a non-frightening cost, you can significantly increase the size of your sales.

Means of increasing sales in a retail store

1. Passability.

How to understand even before the start of the store, how busy the place in which it will operate? Easily! Stand at the door of the future company and for a certain time count all the people who passed by and glanced in your direction. This is how you calculate the total potential clients... To make a more accurate description, you will have to take into account the gender and age of people passing by. Compare the data obtained with the theoretical portrait of the buyer and understand the approximate attendance of the retail store by ordinary passers-by.

1. Signboard.

So, you have found out the number of possible buyers-passers-by. Now you need to "hook" them. First of all, a signboard can help in this. She must be:

• bright and eye-catching;
• understandable and giving an idea of ​​what products are sold outside the door;
• encouraging to buy in this particular store (with the help of a wide assortment, affordable prices, high quality, etc.).

Most often, you can only experimentally find out how effective a particular sign is.

1. Cross-selling.

After selling a specific product, you can offer related services. For example, a person who has bought an aquarium can order its correct installation, connection and maintenance - and all this without leaving the checkout. To do this, the retail store needs to negotiate with the relevant firms, and then attract buyers and receive their interest.

1. Determination of the purchase threshold.

There is no specific model here - it all depends on the imagination of the store owner. The essence of the method is as follows:

• when making a purchase, the price of which exceeds a certain limit, the client receives a coupon for free shipping, a discount or a gift;
• with the purchase of two products, the third can be obtained for free.

The list can be continued endlessly. Each store tries to come up with its own promotions to increase sales in stores.

1. Payment of change by goods.

This method is not very common, but it is quite interesting. By paying for products, the purchaser receives change not in money, but in goods - for example, matches or candy canes.

1. Yellow and red price tags.

This method is widely known. Many supermarkets sell products that are past their expiration date at discounted prices. This is what the multi-colored price tags report.

1. Possibility to return the product if you don’t like it.

Moreover, there is a law that obliges sellers to accept products back within two weeks after sale.

1. Price tips.

On the labels, you can put information that along with this product some others are usually purchased. The shopper will most likely take the advice and buy something in addition to the main product.

1. "Chair" for the buyer's companion.

People rarely go shopping alone, and most often the companion of your immediate client is a person who is completely uninterested in your services. So that he does not try to take your customer out of the store as soon as possible, offer him an activity that will help pass the time: watching TV for men, playing games for children, reading fashion magazines for women.

1. Unique selling proposition.

Not every store owner has the opportunity to rent a space on a busy street and hang a gorgeous sign. However, anyone can create a unique product or service that makes people want to go out of their way. This is the main method of increasing sales.

1. Upselling.

This is an offer to make an additional purchase to the main one. For example, when buying a smartphone, a SIM card and insurance are offered, and the purchased bouquet of flowers is advised to be packed for an additional fee. The main rule is price additional service should not exceed the price of the main product. This method increases the company's sales rate by 30%.

1. Working with margin.

Perhaps the most affordable method of increasing profits. They say that the low cost of the product is not always perceived by the buyer as the most attractive. Often, a product sold at a high cost is considered by customers to be of higher quality. Ask yourself the question: does it matter if the sausage costs 300 rubles or 310? Most often, this difference seems negligible to buyers. Now calculate your total profit.
Consider the example described in the book The Psychology of Influence by Robert Cialdini. The owner of the jewelry store could not sell several of the turquoise jewelry. Leaving on vacation, she left her subordinates a written order "* 1 \ 2 the price of all turquoise." Imagine her surprise when, upon arrival, she learned that all the jewelry had been sold ... twice as expensive. The seller simply did not understand her instructions and increased, rather than decreased, the cost.

1. Price tags.

Get a critical eye on your price stickers. As a rule, they are impersonal and do not catch the eye. A potential buyer has only a few seconds to make a purchase decision in the exact store he visited. Try to surprise him enough that he pauses for at least a few minutes and starts asking questions. This can be helped by price tags printed on colored paper and cut out in the form of intricate shapes, with tempting and sometimes shocking offers. For example, on the eve of New Year's holidays, you can print them in the form of snowflakes, Christmas trees, snowmen and other festive paraphernalia. Or you can place in a conspicuous place a product that is sold at an exorbitant price. Probably no one will buy it, but many will want to see and possibly buy something else. It doesn't matter what they say about you, as long as the address is correct.

1. Smile.

In stores where salespeople smile at their customers, sales increase by 20-30% compared to retail outlets with gloomy staff. Teach your employees to smile regardless of their mood.

1. « Free cheese "without a mousetrap.

The famous home furnishings brand offered free cookies to its customers. Thus, he attracted parents with children to the number of buyers and won over consumers.

1. Non-standard guarantees.

Provide additional guarantees- and you will get new consumers. "If we don't deliver pizza in half an hour, you'll get it for free." "If the seller is rude to you, you get a discount." "If you find a product cheaper than ours, we will refund 110% of the difference!" Experience shows that it is very rare to implement these guarantees, but the very opportunity, of course, attracts customers.

1. Other services.

Let's say you own a beauty products store in a small town. How to make the whole city know about him? Easy: Hire a top-notch stylist and distribute flyers that within a month there will be a craftsman in your store who will help you choose cosmetics for free and teach you how to apply makeup correctly. In a month, women will only say that about your company - even those who do not need a stylist, and they learned about the action from their girlfriends.



Do you sell plastic windows? Announce a promotion in which each customer will receive a device that measures the thermal conductivity of windows and calculates heat loss for free. Anyone who needs to replace windows in an apartment will first of all think about you. You can offer the installation of mosquito nets for three hundred rubles. Perhaps at first it will bring you losses, but then you will see how many clients you installed them with will come to you to order windows. Moreover, your craftsmen can subtly hint that it is time to change the windows.

How to increase your wholesale sales

1. Creation of a marketing department.

To increase sales, you need to properly organize the work of the marketing department. Specialists must constantly research the market, look for new options, optimize production and logistics processes... Hire the right people and your company will flourish.

1. Expansion of the range.

Always think about the possibility of increasing the range of products offered. You can diversify the models, their size range, the number of related products. By multiplying your offer, you will save the client from the need to look for other suppliers.

1. Demand study.

Determine the capabilities of your customers and set tasks for managers, based not on the experience of past years, but on the share of your deliveries to the customer. For example, your manager sells goods for 100 thousand rubles. The partner's turnover is growing. However, it turns out that the potential of this organization is 10 million rubles, and your company is simply used as a backup supplier. It is bad if the manager does not know about it. It's even worse if the manager doesn't even know.

1. Competent work with federal and regional networks.

Most of the wholesale suppliers try to do business with large corporations. Concluding such an agreement is usually quite simple and almost always beneficial.

1. Transparent pricing policy.

Maintain a clear and understandable pricing policy or make your managers' salaries directly dependent on profits. Either you work according to a strict price list in which all categories of clients are spelled out, or you empower the manager to provide any discounts and bonuses, but at the same time make him dependent on the revenue. There is no third.

1. Conclusion of contractual obligations with regular consumers.

Contracts with regular customers are mutually beneficial cooperation in terms of the ratio not only of cost and profit, but also of price and quality. Buy a good product at a favorable price list. This will allow you to ensure that prices and related product features are optimally matched to your customers, which will be your undeniable advantage. Buyers simply cannot refuse such a lucrative offer. Cherish your reputation as a conscientious supplier - it will work better than any ad.

1. Penetration into the client's business.

The better you understand the entrepreneurial activity of your buyer, the less the risk of losing it, the closer you get to the end consumers, the better your client's sales are.

1. Thorough analysis of customer failures.

Let's say an insignificant customer leaves you. You are not upset and think that you will have more time to interact with large firms. In fact, this situation is fraught with serious consequences. The reasons that led small companies to stop working with you can affect large ones as well. The modern market is designed in such a way that small organizations are more responsive to new trends and trends - this helps them to survive. Therefore, the factors influencing them will later be reflected in large enterprises... You must carefully analyze the departure of each customer and draw the right conclusions.

1. The focus is on the client's business, not your business.

This is the basic principle of operation, not a way to make a profit. Once you start working with wholesale, concentrate on selling your customers. Think about how to increase the sales volume of the partner's company, what product is in the greatest demand, how to increase the profitability of the enterprise. While your partner is afloat, you are on the crest of the wave.

1. Compliance with the rules for working with distributors.

It is very important to properly build interaction with dealers so that it does not interfere with work with ordinary customers. Decide what is your priority: retail or hospitality. Often you should close your own retail and stop giving discounts to intermediaries. In other cases, you should focus on your own implementation - if resources permit.

1. Creation of interesting proposals.

The pricing policy of the company and its bonus system should work for long-term cooperation, and not for one-time transactions.

1. Monitoring.

Constantly analyze the offers of competitors. Customers who previously used their services will help you with this.

1. Working with transport.

Create your own logistics department. This will give you a huge advantage over your competitors - you will be able to ensure uninterrupted delivery of goods. Of course, at the first stage you will have to incur significant losses, but after a short time they will pay off handsomely, helping to increase the sales level of the enterprise.

1. Constant search for new clients.

The main goal of a piece shop is to make a profit. Most often, such companies are open to offers that promise additional income. Of course, there is a risk that you could lose your loyal customer who has been lured away by competitors. On the other hand, there is a high probability that you will be able to offer more favorable conditions. Therefore, do not stop looking for new consumers, even if the enterprise is already operating at full capacity.

1. Staff training.

The volume of trade largely depends on the person selling the product or service. It is necessary to focus on the selection of a staff of competent specialists and their training. However, participation in a variety of master classes, seminars and trainings is by no means an option. You need to understand which of the activities is most effective, and choose exactly it. Teach employees to show the product with their face, emphasizing its merits and not dwelling on the inevitable shortcomings. The professionalism of the staff is the best way to raise the level of sales.

Sales Generator

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Popular wisdom says that there is never a lot of money. It's good when there are enough of them, but everyone is interested in the answer to the always topical question: how to make it so that there are even more of them? There are various algorithms for increasing the volume of implementation, and quite simple ones, which even a beginner in this business can perform. Let's take a closer look at the sequence of actions, methods and tools that affect the increase in sales.

In this article, you will learn:

1. How to increase sales through repeat purchases
2. How to launch promotions to increase online sales
3. What kind marketing moves to increase sales helped brands

First, you need to add specifics to the understanding of this category. Sales volume is a combination of certain stages, therefore, an increase in sales in a store is associated with full-fledged work on each of them. As a result, the positive dynamics of indicators at each of the stages leads to the fact that there is an increase in sales volumes.

There is an illustrative formula:

Sales volume = number of leads * conversion (average bill * repeat sales)

But you need to understand each of the categories presented in order to catch the pattern:

Incoming stream, or potential customers

people interested in the company's products or services that have been recruited by managers. The foreign equivalent of the term "potential client" is a lead (literal translation of the English verb "lead" - to lead).

The lead performs the following operations: comes to the store, leaves a request or makes an order via the Internet, clicks on an advertising link on the Web, orders consultation / measurement services, etc., calls. That is, a lead is a person who actively comes into contact with the purpose of making a purchase, and advertising (both outdoor and any other of its types), the Internet, etc. can involve him in this process.

To summarize the above, we are talking about traffic. Inbound traffic generates outbound, but not all 100% of potential customers will eventually go to the category of buyers. This assumption becomes the reason for the appearance in the formula of such components as:

1. Conversion- part of the representatives of potential customers who made a purchase.
2. Average check- the average amount spent by the average client of the firm. This indicator is individual for each case under consideration, but for any company the most accurate knowledge of this figure will contribute to the growth of sales.
3. Repeat sales- the designated time period for calculating the volume of sales. Knowing the number of repeat sales in this gap is crucial.

In practice, it has been proven that an increase in conversion, average check and repeat sales by 15% leads to a twofold increase in sales volume.

Experts advise to start increasing sales through key parameter- establishing interaction with the client. And here the primary task should be the very fact of attracting potential buyers. There are quite a few methods of attracting customers, ranging from a well-built advertising campaign to drafting USP(unique selling proposition).

As a rule, you already have a certain number of consumers, and at this level it is important to monitor the conversion: how many potential customers actually become buyers.

Conversion rates depend on various factors:

• Sales skills and motivation of your staff... Managers must be professionals in their field. It is not only about the ability to sell, but also about the desire or incentive to do so. The task of any company is to form a stable team of managers who are ready for training, motivated and therefore effective. Increasing sales for employees should be the main goal.
• Formation of a client base and subsequent work with it... A company should get serious about building a full-fledged customer base. This can be done, for example, using a questionnaire, for filling out which you will be given discount cards, loyalty cards, and you will be encouraged to register on the site with a useful application, a seminar or access to download a book.
• First contact with customers... Today, many companies are letting this critical stage go by itself, while it needs to be paid no less attention than the rest of the points. An employee who has not only the skills of business etiquette, but also at least minimal knowledge in the field of public speaking, should answer the client's phone calls.

Plus, in the situation of the first contact, the potential client, ideally, should become not just a buyer, but a regular consumer. You must offer these conditions and be able to communicate them in such a way that the person does not get off the hook.

Here's an example of increasing sales in a laundry. On the opening day, customers were offered to wash their clothes for only $ 1.99. After the service rendered, customers were presented with coupons with a 50% discount for the next wash. Of course, people returned to this laundry a second time. At this stage, they were offered to take part in the action "Two washes for the price of one." When they came for the third time, they received 15% discount loyalty cards.

• Speed ​​of response and reaction... The less time lasts the moment between the appearance of the desire to buy and the acquisition, the more chances for the customer to make both the first purchase and subsequent ones. The task of any company is to minimize problem areas on the way to making a deal. Ideally, the entire process should be carried out in a matter of seconds so that the client does not have time to change his mind.

Sales plan

detailed guidance aimed at increasing sales revenue, number of contracts awarded, market share, etc. This plan is productive for all companies, regardless of their field of activity, as it is universal.

The preparation of a sales plan should be preceded by a sales audit, which includes:

• The total number of clients.
• Sales volume for the period.
• Average bill and number of purchases per customer.
• Customer bounce rate.
• ROI for each of the sales channels.

These statistics make it possible to prepare a preliminary decision on the growth of sales.

A typical action plan to increase sales includes levels such as:

Sales to new clients

This point is not as simple as it seems at first glance. This is not only about the transition of potential customers to the category of regular customers, but also about such an important parameter as the sales cycle.

The sales cycle is industry-specific and can be short or long. Real implementation tools are determined by the duration of transactions. If a company is characterized by a short sales cycle, then such techniques as discounts, promotions, customer cards and special offers are relevant for it.

It is optimal to build a long cycle according to the two-step implementation method, which is actively used in the B2B sector. First, you receive customer contacts (an alternative option is an invitation to a test drive or a test purchase), and only then you sell the main product.

You can also provide an opportunity to test the product, after which the sale will follow. This method is suitable for both car dealerships and beauty companies.

There are also upsell, crossell and downsell schemes, the purpose of which is to increase sales through new customers:

1. Upsell- additional sale of related options, for example, offering insurance when buying a laptop.
2. Crossell- cross-selling. The average bill increases due to the offer to buy goods from another category. The client came for a USB flash drive and bought a hard drive.
3. Downsell- sale of goods at a price lower than the initial offer. You make more money on a less expensive product. The client, on the advice of a sales manager, purchased plastic chairs, not wood, but the profit is higher because their purchase price is lower.

Evgeny Kotov, a business coach of the Practicum Group company, talks about how to increase sales.

Sales to existing customers

Attracting a new customer is seven times more expensive than selling a product to an existing one. The following tools will work here:

• "Closed" sales. You can send information about a closed sale to the entire customer base, but only a certain part of regular customers will be able to take advantage of the discount.

• Pre order. A competent approach assumes that the company knows in advance what its clients need, thanks to which a list of pre-orders is drawn up and prepayment is made.

• Lotteries, contests and sweepstakes build trust in the company and contribute to its growth. Those customers who did not become winners can be offered a bonus one-time purchase discount or a gift certificate for a fixed amount.

• Club cards - these are not really bonus cards, because their functionality is expanding due to the possibility of using the free services of the company and its partners.

Resuscitation of "sleeping" clients

Sleeping customers are people who have not purchased anything from your company for a long time. They are not always ready to close the next deal, and your task is to re-establish contact. This can be done as follows:

• Call or letter by e-mail, to find out the reasons why the customer stopped making purchases from your company.
• Special offer makes it possible to return the consumer to the number of active buyers.
• Exclusive- the option when you present a "sleeping" client with a new product that is not yet in stores, and he will become its first owner.

What must be in the plan to increase sales:

1. Specific deadlines for each stage. The tentative period for informing "sleeping" customers is usually 14 days, while onboarding new customers can last for the entire implementation period.
2. You must have a team to make the plan a reality. It can be comprised of employees from your company or outsourced employees.
3. It is necessary to appoint a person responsible for the development and implementation of the plan to increase sales.

What are the ways to increase sales and average check in an online store?

An increase in the average check in an online store can occur due to the introduction of technologies upsell and cross-sell... To successfully implement these technologies into work, you should collect data on existing and potential customers, as well as on the goods they have purchased. This information will become the basis for further proposals to them.

Measures to increase sales can be based on ideas about the quality and properties of products, manufacturer's or supplier's data, compared with competing companies. Thanks to the collected information, you can build simple cross-sell chains, for example, a product - an accessory. You can offer a cover to the phone, to a leather bag - a means to remove dirt, to a ring - a bracelet, to a T-shirt - shorts or moccasins.

To create a more complex chain, you need to analyze the composition of orders, in particular, what goods were purchased and what related purchases were made. At the same time, it is not always possible to determine the logic that the client was guided by when purchasing absolutely unconnected products. Nevertheless, the pattern can be established by analyzing all the information.

For example, for an awning for trips to nature, a sleeping bag and a mobile table, a brazier, a lighter fluid or a mosquito repellent can become accompanying purchases. Things are not directly related, but their commonality is obvious - this is a standard set for a vacation outside the city.

To apply the knowledge gained on methods of increasing sales in practice, you can make a pop-up window on the website of an online store, which is usually easy to see by the phrase “They also buy with this product”.

You can also analyze information about the tabs viewed by the client. At the same time, it is important that he was registered on the site, then it becomes possible to include him in the mailing list with promotions on the goods he is interested in. Materials for such a mailing can be extracted from the client's questionnaire, filled out during registration, in order, based on the data, to make him offers of a particular product.

Moreover, you should not ask the client a lot of questions, since no one likes to fill out long and boring questionnaires. For example, in the questionnaire of a children's store, you can specify the gender and age of a child, a pet store - the breed and age of the animal, a clothing store - the size and favorite style, a sporting goods store - a kind of sport.

Submit your application

After you have made a newsletter, you should compile statistics on it. For example, customers who have viewed an email can be sent a detailed offer. If the consumer is not even curious about what is in the letter, then you should not include his address in the next newsletter.

You should also pay attention to the customer's actions: if you see that some products have been added to the cart, but there was no purchase, you can remind the customer in an email that the cart contains the selected products.

Other suggestions to increase sales:

• Set a purchase limit, upon reaching which the client will receive a discount or free shipping.
• Offer more items. This is especially true for products with different packaging and in different volumes. Information about the options for the volume of goods should be in front of the eyes of the buyer, on the same tab or in the form of a pop-up message. This technique allows you to appreciate the advantage of buying 500 ml of perfume compared to 100 ml.
• Offer a coupon for your next purchase. The coupon must be provided when the payment has already passed or the goods have already been delivered. It is important that the coupon is valid for as long as the customer needs to assess the quality of the purchase and understand that he is ready to make another, or maybe several.
• Offer a more profitable product. The method works well when the consumer receives an offer to purchase a similar product in the same price range. The trick of the scheme is in offering a more marginal product, because it affects the increase in profit from sales.
• Make sure your offer is compelling. Recommend what you have to offer. The recommendation form works more efficiently, and you are guaranteed an increase in retail sales.

What not to do in pursuit of sales growth:

• Don't shove in trash. Offer a product that has been in stock for a long time, provided that it is not defective and can be of benefit to the buyer.
• Don't offer too much... Limit yourself to a few options for the advertised products (maximum five), otherwise the client will fall into a stupor and hesitate to purchase.
• Don't forget about profit... The statement that the more stocks, the more sales, is fundamentally wrong. Any discount is needed in order to sell the maximum volume of goods.
• Don't break Rule 25... The cost of related options and additional products should not exceed the cost of the main order by more than 25%. This is important because of the amount of money the buyer is willing to spend now / in a given period. You should not increase the purchase amount by 1,500 rubles if the main order is already 1,500 rubles.
• Don't be afraid to downsell... This is relevant for those users who have familiarized themselves with the catalog in some detail, but did not make a purchase. In this case, it is worth demonstrating a slightly less expensive similar product by describing it positive traits... If you find even a few of the benefits of this product, then the customer is likely to purchase it.

How is it possible to increase sales through repeat purchases

• Anticipate the intent of returning customers

Based on the actions of the returning customer, you can create a personal (targeting) offer to increase sales in trade. You can take into account any customer activity that is available to you: browsing history, pages visited, social networks, where did he find out about your store, which link he clicked to go to you, etc. If you correctly take into account all possible parameters, then you are guaranteed an increase in sales.

And keep in mind that if a user surfs the page with offers for a certain product, then he probably needs something specific. If the client only watches sale offers, then he is guided not by the need for something specific, but by the good value.

• Make your product return customers

A company that has a clear customer return strategy will always win. When a shoe store puts out new items on a certain day every month, a consumer interested in buying or just curious will sometimes visit the site one way or another so as not to miss the catalog update.

The client can return for any addition to the already purchased product. It is effective if its price is a certain percentage of the cost of the previous purchase. But consumers will be more attracted if the add-on is free.

• Engage visitors in dialogue

Dialogue is an opportunity for collecting data, carried out in any form (poll, voting, chat, etc.). A productive way to increase sales is a pop-up offering help for customers who for some reason have stopped being active or are browsing the site without any clearly defined sequence.

Perhaps they just don't fully understand what they are looking for or how to find what they are looking for. That is why you should not forget that contacts of the customer service should be placed where they cannot be overlooked (this applies to both the full and mobile versions of the site).

• Offer clients negotiated prices or price comparisons

The client is always comparing. Moreover, when it comes to fashionable goods, products that are in trend. A customer-centric advantage of your site can be a handy price comparison feature. A comparison offer will increase the conversion rate, give the client an answer to the question of where you can buy the product at the most optimal cost.

An effective method here is a minimum price guarantee for up to 30 days from the date of purchase. When a client is in such conditions, he thinks that he has found the perfect offer, so he is more likely to contact your company again.

Additional bonuses and services will also help increase sales and ensure that the buyer comes back. This can be a large selection of products, prompt home delivery, a detailed review and honest reviews, targeted offers, and more.

Companies often implement the negotiated pricing method. A prime example is Greentoe, an electronics retailer. The company allows the customer to evaluate the product himself and assign a price based on the market average. It seems to the consumer that he is making a profitable purchase. Or a firm offers a product at a bargain price if it will be purchased in a large batch, thus provoking an increase in wholesale sales.

• Create a third-party app store

For select areas of the trade, ways to increase sales such as the app store are relevant. It is associated with the seller's platform, which opens the API to third-party developers, and each sold application brings both a set percentage of profits and returning customers (they come back to purchase the application, update the functionality of the original purchase, etc.).

A good example is Apple, Android. Google Glass is striving for the same. Similar options are being implemented by online game manufacturers. The challenge with this method is that it can be challenging to find the time and resources to create an easy-to-use and convenient API, and then organize effective support from the developers.

Mikhail Dashkiev, co-founder of Business Youth, talks about the art of sales and working conversation scenarios

What promotions can be launched to increase online sales

If your goal is to increase sales, don't neglect the old method like stocks. The most productive are:

Any promotion must be carried out with a purpose. The focus may be as follows:

• Reminder of myself to existing customers.
• Profit from the action itself.
• Brand promotion.
• Increased customer loyalty.
• Attracting new consumers.

What marketing moves to increase sales helped brands to become leaders

Every well-known brand took its first steps just like all companies. Let's say Ikea, Pepsi or Coca-Cola initially positioned themselves as a family business. However, the right advertising moves have led to the fact that they are now the first on the market. What exactly did firms do to drive sales growth and get where they are today?

1) In our country about Pepsi learned in 1959 from Nikita Khrushchev at the American National Exhibition in Moscow. The former President of the United States (Richard Nixon) treated the politician to a drink popular in the United States. A photo of Khrushchev with a Pepsi glass immediately spread in the newspapers.

2) For a long time Tefal called it a competitive advantage that no vegetable oil is needed for the Teflon coating of the frying pan. In the course of customer analysis, it became clear that a completely different point is appealing to consumers: the Teflon coating is easy to wash because nothing burns. This served as the basis for making changes to the advertising campaign, increasing the effect of it. Takeaway: You should always listen to customer requests.

3) Increase in sales Alka-Zeltzer in the 1960s, it happened due to a change in advertising: if before that one pill was thrown into a glass of water, now they began to throw two at a time. After the release of this video, twice the amount of goods was sold. This breakthrough was made possible by the idea of ​​Tinker & Partners.

4) Company Snickers came to our market in 1992. Then she positioned chocolate bars as a snack that can replace meals. But the mentality of our compatriots did not perceive chocolate as an equivalent analogue of borscht, they bought a bar to eat with tea. The company took this into account and reoriented itself to teenagers, as they preferred chocolate to soup.

5) For Timberland The 80s were difficult: inexpensive but high-quality shoes were sold rather slowly. Then the firm decided to carry out an increase in prices in comparison with the prices of competitors. This attracted new buyers, as the axiom worked: a person wants to buy something that is expensive, and the product becomes more desirable.

6) London, 19th century. Gin, brandy, and rum were drunk everywhere. The whiskey was not quoted anywhere, and it was practically not purchased. Thomas Dewar, one of the founders of the brand Dewar's, acted non-trivially: he hired fake buyers, whose task was to ask for Dewar's whiskey in drinking establishments.

When a client found out that there was no whiskey in the pub, he got upset and disappeared. Thomas Dewar waited a while, and then went to the same establishment with an offer for a contract for the supply of whiskey. Having visited 26 countries in two years, he thus acquired 32 agencies and several export companies, increasing trade turnover 10 times.

7) The problem of parents with a sweet tooth is that their clothes need to be washed all the time, because children wipe their sticky hands on them. The solution was proposed by Enrique Bernat, who invented a lollipop in 1958. Unique candy Chupa chups with fruit flavors were loved all over the world, which provoked an increase in sales in the company.

As a conclusion, it can be noted that the link between marketing and sales growth is quite transparent. And creating an idea to attract consumers in any of the areas is not so difficult. The main thing is to take into account customer requests and add a little creativity.

To increase conversions, you need to have an idea of ​​the buyer's mindset, and for this you need to turn to the field of neuromarketing. Knowing in this area will help you convince customers to do what you need to do without spending huge amounts of your advertising budget.

We will give examples of methods of offering sales services and characterize certain behavioral patterns of consumers.

Apply the magical power of persuasion

An example from behavioral psychology: If you tell randomly selected volunteers that they are “politically active voters,” these people, having received a subconscious attitude, increased their voting activity by 15%. In fact, however, it was only persuasion that triggered the change in behavior. Consider this in your advertising campaigns: make your customers believe that they are the limited target audience of your product.

Create promotions for every type of customer

Neuromarketing specialists have identified three types of buyers:

1. Economical.
2. Spenders.
3. Moderate type of spender.

Possible methods of influencing thrifty buyers:

• Change in the offer price. You don't edit the final price, you just divide it into parts that are easier to perceive ($ 100 / month or $ 1,200 / year).
• AOL Internet Company replaced the payment for Internet services per hour for payment per month... The reverse of the first method is the scheme: clients do not need to track their expenses every day.
• Rest according to the system " All inclusive”(All including) increases the sense of security. The buyer perceives it this way: he has already deposited all the money, so he will not have to suddenly pay for something while on vacation.
• Netflix applies monthly payment system for unlimited video viewing, and does not sell access to each specific movie.

Learn to admit your mistakes

Increasing sales in business due to mistakes is real. If you have used online offers, then, most likely, you received emails with apologies from the company for the mistakes made. This is a way to demonstrate concern for customers, as well as a desire to improve your work so that this does not happen again. Thus, the company makes it clear that these mistakes are not ignored, and from now on everything will be done to avoid them.

Offer visitors instructions

Dr. Howard Leventhal, conducting research, concluded that a person usually does not take into account relevant information when it does not give clear recommendations for action. Buyers believe that potential problems will probably not affect them, so they should not bother with them. However, if the information ends with a statement, it will have a good effect.

For example, the number of people vaccinated against influenza increased by 25% thanks to recommendations to avoid infection. According to this principle, there is an increase in clients in the insurance sector. The thank you page accomplishes the same goals by guiding the user in the direction of movement and action.

Guarantee delivery time

Every online buyer has a fear that delivery will not be completed on time (especially before the holidays), and this is an important factor affecting the conversion. Build a good relationship with the consumer, let him trust you. An example of successful wording:

• The online store "Amazon" guarantees delivery of the order on time.
• Domino's Pizzeria guarantees pizza delivery in no more than 20 minutes.

Keeping delivery promises = increased sales for the company.

Find yourself a competitor

If you come up with an opponent yourself, then the benefits of your proposal will be more obvious. The clash of companies in the form of a game increases loyalty. Everyone remembers the advertising battle of Coca-Cola vs. Pepsi, where the advantage of the second is the lack of secrecy about the composition of the drink, and this fact increases people's confidence in the company.

Connect to the magnification phone

Increasing phone sales is a specific area. You should not call potential customers from different numbers (this is a sign of unscrupulous companies), you should not impose on the buyer, as this will only scare him away from your product.

Contact only those who are interested in your product. You should know everything about both the product and the consumer you are calling: his place of work, field of activity, interests and hobbies, as well as problems and requests. You need to be able to show that the product you offer can save him from any problem.

Gather like-minded people

Inform potential buyers about the company's goals, such as fundraising for charity. Thus, you will attract like-minded people. This can be clearly demonstrated by the TOMS Shoes charity event. Its essence was that when the buyer purchased one pair of shoes, the second was passed on to children in need. This led to an increase in retail sales.

Provide evidence of good company reputation

According to market research, people buy better when they have no doubts about the company's positive image. An official document (for example, a certificate of quality), data from any research is a good way to assure the consumer that “3000 customers cannot be wrong about ...”.

Surprise your customers!

Surprises build loyalty to a company and a brand. The online shoe store Zappos often uses this method in practice. He convinces that the order will be delivered within five days, but the shoes are delivered in two days. It also happens that the company guarantees the possibility of a return, for example, within a year. These promotions generate a positive reaction from customers: they leave reviews that attract new customers.

Real means of increasing sales in an online store

1. Contextual advertising in Yandex and Google.

This is the most effective method of attracting customers if it is properly configured. Potential buyers come to the site based on targeted requests from advertisements. Negative point: The cost per click is quite high.

1. SEO optimization.

This is an important criterion for attracting buyers. The effectiveness of unique texts is higher, since it allows the site, after indexing, to get high positions in search engines. Organic traffic is free and essential. But there is a minus - the results will be visible in a couple of months.

1. Placement of goods in Yandex.Market.

Submit your store catalog data to the most common service for comparing product characteristics and prices. This will give a chance to receive additional orders... Low cost and positive reviews increase their number, respectively, there is an increase in sales.

1. Social buttons.

The ability to tell your friends about the products of an online store on their social media pages really increases the number of potential customers.

1. Instant callback service (for example, CallBackHunter, Perezvoni, F1call).

The visitor of the site receives an offer for a free call from the store in the near future. This is convenient because by phone the user can ask questions about conditions / characteristics he does not understand and make a purchase faster.

1. Retargeting technology (e.g. Yandex, Google, VKontakte).

1. Email and SMS-mailing to clients (for example, Unisender, SendPulse, Atomic Mail).

A productive function of reminding customers of the existence of an online store to motivate them to buy something again and increase loyalty. The mailing list may contain information about exclusive offers, discounts, special promotions, recommendation products, as well as congratulations on any holiday.

1. Accept online payments (for example, Yandex.Checkout, Robokassa, Wallet One).

An online payment option (by card or electronic money) is needed by any business that has a website and wants to achieve sales growth. This appeals to customers as it saves them time and effort.

1. Sale of goods on credit (for example, KupiVkredit, Kuppi.ru).

Another option for paying for a purchase on the site, when the client cannot deposit money at the moment. Loan processing will take no more than 20 minutes, and this also creates comfortable conditions for buying, due to which there is an increase in sales.

1. Advertising labels.

Labeling a product with tags such as "Promotion", "New", "Hit", "Sale", "Product of the Day", "Product of the Month" or "Product of the Week" will attract more buyers and increase the percentage of additional sales.

1. Countdown timer for stocks.

The presence of a timer makes it clear to the client that he does not have much time to think, he needs to take it right now.

1. One-click order.

A one-click purchase often attracts customers who are too lazy or not very comfortable to enter data into the order fields. Having pressed the button, the person waits for the manager's call, and already in the conversation clarifies the details. This feature helps to reduce the number of "abandoned carts" and increase sales.

1. Selling triggers.

These are the blocks on the home page that attract customers and motivate them to make a purchase. There you can post information about free shipping of the order or the warranty period of the product.

1. Search, sorting and filters on the product catalog.

For the buyer to place an order faster, he must be able to find desired product among the entire range. You can make this task easier by applying the search string, filters and sorting by different parameters.

1. Mail on a domain (for example, Mail for Business from Mail.Ru).

It is better to send all letters to customers from mail that is tied to your domain. For example, [email protected] or [email protected]... The buyer will trust such a store more, which will have a good effect on the dynamics of sales.

What is the coolest sales growth strategy?

Strategy # 1. Using many different ways to attract and retain customers

The strength of a business depends on many factors, including the number of customer acquisition channels that you actually use in your work. The fewer such channels you have introduced into your business, the less firmly your business is on the market.

Basically, customer acquisition channels can be summarized into two categories: online and offline. When it comes to offline business, offline channels are more convenient options. If you have an online business, online channels are desirable, but a combination of tools from both categories will bring greater productivity and increased sales.

The scheme of Internet attraction is something like this: there are a huge number of resources for the regular placement of advertisements or information about the product you offer. Such sites, first of all, include:

Alternatively, you can negotiate with those sites that coincide with your topic or target audience. For a businessman offering training, these are training sites, forums, blogs and groups. All these resources need competent content, which you can do in exchange for a percentage of the audience - people who want to make a purchase from you.

Offline locations for attraction are determined by the location of the target audience. What does it mean? Cafes and cinemas can enter into an agreement by posting information about each other on their own, that is, a person sitting in a cinema sees an advertisement about what dishes are offered by a cafe next door, and cafe visitors see posters with films walking in a cinema across the street.

For a businessman selling trainings, offline advertising spaces are the points where representatives of your target audience meet / visit. For example, when offering vocal lessons, leave information about your services at concerts, in karaoke clubs, etc.

A good example of increasing sales is the WallMart retail chain in the United States, which has about 370 customer acquisition channels in its arsenal. Thanks to this, there is a continuous expansion of the network.

Strategy # 2. Quality improvement after painstaking analysis

Key sales figures are critical information in every business that needs to be tracked regularly and carefully.

Let's say that you make cold calls five days a week: 15 times in a row, the manager picks up the phone and dials 15 strangers to set the time and place for a meeting to conclude a deal. Seven out of 15 people answer the call, but only one agrees to meet. It turns out that one day is equal to one meeting, and by Friday you should have five meetings with customers interested in the proposal.

The next step: an invitation to a repeat meeting, to which three out of five agree. Only one of these three makes a purchase. The information for your company is as follows: in seven days, the manager makes 75 cold calls, organizes eight meetings and conducts one transaction that increases sales in total.

Knowing these indicators, you understand what needs to be done in order to make more transactions. What are the alternatives:

• Increase the number of cold calls to increase the number of meetings (including repeat) and sales.
• Improve your cold calling experience.
• Send knowledgeable and knowledgeable people to negotiations to increase the percentage of concluded deals and, as a result, profits.

Knowing these metrics creates a clear picture of how your business is performing.

Strategy # 3. Using the right marketing model.

Evaluate your existing marketing model and its results. It often happens that after the analysis has been carried out, the thought comes to the need for additional steps to increase sales.

An illustrative example is Dan Kennedy's student Bill Glazer, who effectively implements the chips of the information business in his company, which helped to increase profits several times.

Glazer inherited several menswear stores, but the chain was dying. Large companies that could sell similar things, but at a much lower price, began to squeeze Bill's firm out of the market. Buyers moved on to competitors, business began to burn out - a fairly standard situation.

Bill decided that he needed to get data on everyone who looked into his store. Once he got a prospect's contact information, he entered it into his sales growth schedule and marketing plan, and then sent out great emails to everyone. People agreed to receive mailings from his company, and Glazer, in turn, sent them special offers, held discount days, etc.

Direct marketing in his company worked quite effectively, which was the reason that the business became stable, gained stability and an excellent reputation in the market. And all this thanks to a competent marketing plan.

Whichever method or strategy to increase sales you choose, you will not succeed if the online store or company website is ineffective. To find out if this is so, a professional audit will help.

Sales Generator

Reading time: 13 minutes

We will send the material to you on:

Issues covered in the material:

• What affects the increase in sales in the enterprise
• What is the basic formula for an increase in sales in any enterprise?
• What methods and tools should be used to increase sales in the enterprise

How to make sales figures grow? This is the most popular question in business. Even selling a lot, everyone wants to increase the volume. Therefore, increasing sales at the enterprise is a priority for any business: manufacturing, service, online store. An increase in sales volumes leads to an increase in income, funds for development appear.

3 factors influencing the increase in sales in the enterprise

Passage of laws, welfare of buyers and others external factors Is an objective reality that cannot be influenced. But the other two groups of parameters are entirely in your power.

Whether the product will be of high quality, whether the sales managers will be able to implement it in the required volumes, whether the marketing is thought out - it all depends on you. The high quality of a product or service ensures demand, a competent advertising campaign allows you to attract a larger number of customers, training of employees and the development of scripts become a guarantee of increased sales.

With each specific transaction, the company's income grows. If the prospect does not buy the product, there is no revenue either. What is the reason for a person's desire to purchase this or that product? To get an answer, you need to imagine yourself in the client's place.

You need to buy a liter of juice that is suitable for baby food. We come to the store next to the house, on the shelves with juices we see several dozen multi-colored boxes. Something is familiar from advertising, some drinks were tasted at a tasting a couple of weeks ago, some of them caught my eye for the first time. The choice will be made between several brands. We study their price tags, choose the package of juice we like, look at the composition, expiration date, volume, whether it is suitable for children. As a result, we leave the store with one box of juice: one liter, date of manufacture - a month ago with a one-year shelf life, discounted price - 84 rubles.

Thus, the volume of sales of products depends on all aspects of the marketing complex (the product itself, its distribution and promotion, price) and the seller as an element from the service area.

Remember that there are also external factors:

• fashion trends;
• seasonality;
• general situation in the economy;
• adopted laws and much more.

They are tangibly reflected at the sales level, and the business cannot influence them.

Therefore, you need to focus on those aspects that you can change, and ensure sales growth by increasing:

• the volume of advertising (not to the detriment of its quality);
• conversions from an interested visitor (e-commerce lead) to a buyer;
• the frequency of purchases by regular customers and the "lifespan" of the client.

At the same time, it is important to correctly fit all tactical decisions into the overall well-thought-out strategy for the development of the company in general and promotion in the market in particular.

The basic formula for increasing sales of the company's products

To increase the implementation rate, you need to clearly understand what constituents are included in it.

Our outlet is visited daily by about 100 people, 20 of whom become real buyers, making purchases on average two thousand rubles each. That is, there are three sales criteria: traffic (traffic), the ratio of the number of customers to the total number of people visiting the store (conversion), and the average cost of a transaction (average check). The sales volume is obtained by multiplying these indicators by each other.

This means that the growth of one characteristic inevitably leads to an increase in the result of multiplication - sales. Now let's figure out how to provide it.

Of course, the above list of ways to increase sales are not limited to. Let's consider those of them, whose effectiveness has been proven in practice.

19 effective ways to increase sales in the enterprise

The main goal of any commercial company is to achieve maximum sales. The path to success begins with developing a strategy to increase sales and choosing tactical solutions to implement the plan.

10 Simple and Effective Tools to Increase Enterprise Sales

If the indicators of profitability rushed downward, it is necessary to stabilize the situation. A prerequisite for choosing a tactic is to take into account the specifics of the business. However, there are versatile methods of increasing sales.

By notifying your target audience about your product, you will undoubtedly increase your sales. The best solution would be to form your own base, but often companies have neither the time nor the funds for this. But there are a lot of offers for the sale of ready-made customer lists, which are used by enterprises for the most part.

Having decided to buy a generated list, you should remember the need to:

Acquisition of bases from companies with target audiences similar to yours;

Acquaintance with comments on the quality of the list of clients sold by this firm;

Assessment of compliance of the database with your requirements (before purchasing, ask for several numbers, call them).

1. Merchandising

   A convenient for the buyer (and profitable for the seller) visual display of products at the point of sale will help to simply and effectively increase sales by tens of percent.

   Appearance is an important characteristic of a product for consumers: a product in a neat, intact package should be pleasant to pick up and examine.



You can pick up an additional product for the main purchase in every store. Think of McDonald’s, where you will definitely be asked to take something else for each order.

The manager of the optician salon, having provided the client with qualified assistance in the selection of glasses, advises to purchase a case / chain / cloth for cleaning the lenses.

Of course, not all consumers will necessarily complement the purchase, but many will agree, increasing the company's profits and their loyalty to it (after all, the consultant takes care of the convenience of customers, offering the goods they really need).

2. Loyalty program

   Discounts on discount cards and bonus points for purchases have a powerful effect on increasing sales. The choice of the client will always be in favor of the store where, for example, a card with cumulative discounts is established in his name.

   It is required to carefully and attentively approach this tool in order to avoid unjustified costs, leveling the return on the loyalty program. By offering discount cards to regular customers, the seller is counting on the arrival of new customers who, for some reason, do not appear. Then the bonus system should be canceled altogether, or at least revised.

3. Promotions and sales

   This tool works great when you need to dispose of stale goods in order to make room for a new assortment. It is indispensable in times of crisis, allowing you to increase sales even in economically difficult times.

   Various options are possible:

   Offer	Example of conditions	Possible features
   Promotion "3 for the price of 2"	Buying two things, the client receives the third as a gift	The most free will be cheap product out of three
   Discount for a specific product category	Green things 10% off on Saturday and Sunday	Promotional conditions do not apply to outerwear
   Total sale	20% discount for the whole range of "Spring-Autumn"	The discount does not apply to items from the new collection.
   Promotion "Bring a friend"	5% discount on purchases for a new customer and 7% for an existing customer who recommended a store	No more than one thousand rubles
   Happy Birthday (10% discount)	Upon presentation of a passport, it begins to operate the day before the holiday, ends the day after	Does not apply to cakes and alcohol

   There is no need to deceive buyers' trust. Keep your stocks fair.

4. Social networks

   Provide business representation in popular networks, instruct a dedicated specialist to fill accounts with interesting publications and useful information. Users of "VKontakte", "Instagram", "Facebook" on their favorite platforms will learn about your offers and will gladly participate in repost contests, increasing the effectiveness of a public or community.

   Approximate conditions:

   The person posts your entry on their page.

   Does not delete it for some time (most often - a month).

   A random winner is selected using special applications or services and receives a real prize.

It is optimal if the reward is the product described in the repost.



Ask your customers what they are missing. Whether the assortment is satisfied, whether the store is available, whether the product is conveniently located, how they assess the quality of service - these and any other questions that are important to you can be asked by phone, in questionnaires, questionnaires on social networks. Closed options are preferable (there are most of them), but you can give users the opportunity to speak out in a detailed answer.

The information received will improve the service, increase customer loyalty and increase sales.

5. Marketing promotions

   Customer interest and business profitability are increased by tastings, sweepstakes, contests, flyers, and gifts for the purchase.

   When conducting marketing campaigns, it is important to monitor their effectiveness and return on investment. If the cost is higher than the return, the toolkit needs to be revised.

6. Automation systems

   The activities of sellers who have a significant impact on the performance of the company must be monitored and analyzed. Help in this is provided by CRM systems that allow you to track:

   How many products each manager sold (in real time, for a certain period);

   The number and result of contacts with the buyer of each employee (sales funnel);

   How do specialists allocate their working time, etc.

   This will allow you to identify the best performers to reward them for even more fruitful activities, and the laggards to influence them. The overall result will be an increase in sales.



Good seller provides a high level of customer service, increases the sales volumes of the company, respectively, should receive incentives from the management.

Motivation is one of the internal marketing tools that includes many aspects. This includes emotional comfort, and the establishment of teamwork, interaction between departments.

Internal marketing is best implemented in stages, starting with the introduction of bonuses for sales managers. The competitive basis works great, when employees compete for an award, striving to sell as many units of a certain product as possible. Naturally, volumes are growing, but at the same time specialists are also improving their skills, using a creative approach.

Provide your salespeople with a sales strategy, on an ongoing basis, monitor the implementation of the plan.

3 Secret Techniques to Boost Enterprise Sales

1. Low cost "admission ticket"

   

   For clarity, we will represent the relationship "manager - buyer" as a relationship "man - woman".

   There is a girl who is approached by a stranger with a proposal to marry him. But why should she become the wife of someone she sees for the first time in her life? At best, the potential bride will laugh.

   The boy is the seller, the girl is the buyer, and the situation is standard for many companies. Without putting it on the back burner, they instantly make a serious offer to the client: buy from us right now.

   Some are willing to argue, believing that a potential customer is aware of their needs and that there is a product that can satisfy it.

   Okay, let's imagine how the same young man approaches the girl with the following speech: “You are not married, because there is no wedding ring on your finger. You look about 25 years old, and during these years 90% of women dream of getting married. Maybe you will marry me? "

   What changed? Yes, the young man flashed with deduction, but this does not mean at all that the young lady will immediately rush into his arms. It is possible that they will get married, but definitely not here and not now.

   The same is in sales: the fact that you have a product, and the client has a need for it, still does not give one hundred percent confidence in making an immediate deal.

   Let's return to the unlucky boyfriend and his chosen one. Having met, the young man invites the girl to have a cup of coffee. Agree, this commitment is incomparable with marriage, it is much easier to fulfill.

   

   The success of the first date is then consolidated by having a dinner together, going to the cinema, and so on.

   Why not do the same in sales? At the first communication, offer the client a very small agreement, after completing which a satisfied potential buyer will be ready for the next, already more serious actions.

   This is the “admission ticket” - that tiny obligation that the seller places on the future customer on the “first date”.

   It can be free or paid.

   The free option is a delicate lead magnet that helps you attract a customer with useful information in exchange for their contacts. For example, you have an online store of goods for children. A small PDF brochure "Best Cosmetics for Babies" will be an excellent lead magnet.

   After reviewing the brochure, a potential client:

   Get value in the form of useful information;

   Trust you as the expert for the much-needed brochure;

   He will find out which cream and shampoo to buy for your child and what is profitable to buy them from you.

   A paid “ticket” should be cheap - goods at cost or only with payment for delivery. For example:

   Offline point of sale: Free sample of the product.

   Online shop: mini pack of baby lotion.

   An “admission ticket” provides two very important business benefits.

   First, there is a conversion from visitors to customers. In the future, this will simplify sales, because you are no longer the first person you meet, for no reason at all suggesting to go to the registry office.

   Second, one small commitment miraculously creates trust and gratitude in a person - such important reciprocal feelings.

   And if many people know about the importance of trust (cases and customer reviews are shown for a reason), then such a powerful tool as gratitude is undeservedly forgotten.

   Gratitude is the first rule of influence.

   

   By making a gift, you thereby oblige people to reciprocate.

   Upon invitation to visit, a request should be made to make a return visit. They consider it necessary to adequately respond to help from the outside. If a person has used someone's service, then, most likely, he will respond to the request of the person who provided it.

   An illustrative example is a series of experiments that have focused on restaurants.

   Along with the invoice, the waiter brought visitors a pleasant, but very small gift: candy, chewing gum, Chinese fortune cookies.

   Do you think peppermint can affect tip size? Say no and be wrong.

   Research results showed that guests who received one piece of candy received an average of 3% more tips.

   Will two candies double the reward? Again, no? Well, this time you are right, because the tip has increased ... As much as four times (on average, up to 14%).

   However, the main focus is ahead. The waiter gives the mint lozenge, says goodbye, then comes back and says: "You are wonderful people and wonderful customers, keep another candy." And he gets just a space tip, which has increased by an average of 23%. It is clear that the point here is not in the number of sweets, but in the way they are presented.

   

   To make gratitude an effective weapon, you need to be the first to give. Do not forget to make sure that your present is a pleasant surprise and came exactly as intended, personally for the client.

   An "admission ticket" is a really cool way to increase sales in your business.

   If your business is selling goods, then you can use:

   Valuable information (lead magnet in the form of the already mentioned PDF brochure, e-book, price list).

   A small gift, but nice and free.

   Probe.

   If you sell services, offer the following "admission tickets":

   Lead magnet.

   Service at a minimal price.

   Consultation.

   When implementing educational products, use:

   Lead magnet (webinar, template, video, PDF report).

   Free book on the topic (with payment for delivery).

   Demo version of the proposed online course.

   At the same time, one should not unequivocally count on an increase in the company's income. An "admission ticket" is guaranteed to boost sales, but higher sales are not always equal to higher profits.

   Is it possible to influence the profitability of an enterprise through an increase in sales? Can. Your attention is the second secret technique.



By selling many "entrance tickets", you will not become rich. It is necessary to offer customers other products at full price. Let's say you've decided to purchase a domain. You will be immediately advised to buy:

Convenient professional mail;

An important option for protecting contact information;

Similar domains.

Many giants work on this principle: Apple, Amazon, McDonald’s.

The cost of each client for the latter is 1 dollar 91 cents. And the burger in this diner costs 2 dollars 9 cents:

$2,09 - $1,91 = $0,18.

It turns out that the chain has only 18 cents from one sandwich. But how, then, does one of the world's largest fast food corporations live and thrive? Where does she get the money?

French fries and Coca-Cola, which together provide 6.3x profit growth and $1,14 ... The income is multiplied by an exceptionally competent product line.

In order to increase sales almost instantly, introduce into the practice of offering related products to buyers and on personal experience make sure sales growth is a breeze!

Attracting customers is a time-consuming and costly process. financial plan... It is necessary to work as much as possible with existing consumers, each additional purchase of which significantly increases the company's profit.

A wide product line is beyond competition if you need a simultaneous increase in sales by manufacturing enterprise and the growth of its profitability.

Assortment development is not the most difficult task. Can:

Create a new product.

Upgrade an existing product to a premium version.

Make a set by combining several items.

Enter subscription.



Of course, it's easier to work with the existing product: add additional functions, extended service - and now the premium version is ready. The sets are also easy to create. Let's say there are three items, one hundred dollars each. Buying them separately will cost $ 300, and in a set they cost $ 250.

There are many ways to monetize your asset, because payments from customers are received regularly. For example, create a subscription for a car wash: for three thousand rubles a month, a client can wash his car as many times as he wants.

You can find tons of ideas for expanding the product line or come up with your own.



These are well-written scenarios for potential customers to return to buy (or resell) your products. They are very important, because, unfortunately, not all possible customers will buy the "entrance ticket". And not all of those who signed up will decide to buy even the main product, not to mention the accompanying ones.

The return path allows you to increase sales, but its capabilities are catastrophically underestimated.

It can be implemented through:

Retargeting.

Another tool of the return path is promotions, the use of which can significantly increase sales figures. The main thing is to use them wisely, as, indeed, any other way to increase sales.

 

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