Methods for increasing retail sales. Methods for increasing sales. There are three types of merchandising

19.04.2020

Most entrepreneurs who started their business from scratch, and experienced businessmen, are concerned about the question how to increase store sales?

This article will look at 9 effective ways that can increase profits.

A big plus: they do not require additional solid investments in implementation.

How to increase sales in the store: we determine the main factors

Before moving on to the main topic, how to increase sales, it is necessary to determine what their level depends on:

A huge role in the sale is played by the location of products on shelves, racks or hangers.

There is even a special "science" - merchandising.

What matters is how the product looks.

For example, it will be difficult to convince a client that this meat is worth buying if it looks like it has been in the window for a week.

Products must be whole, clean, look presentable.

Also, of course, the level of sales depends on the ratio of price and quality.

And now let's go directly to the study of the main tricks that will help increase sales.

9 effective ways to increase sales in the store

Rule number 1. The more expensive, the better

For each visitor in the store, the sales assistant should be closely monitored.

And not because the buyer can appropriate something for himself and not pay for it at the checkout, but in order to offer the product more expensive in time and thereby increase the number of sales.

Sounds absurd?

For example, a sales assistant noticed that a visitor was already ready to buy a hat.

At that moment, he approaches, and without any obtrusiveness and trembling in his voice offers a similar product, only 15-20% more expensive.

Of course, not just like that.

At the same time, he refers to the fact that the hat he proposed:

several orders of magnitude better than the previous hat;
produced by a well-known company;
this brand will be popular next season;
be in the status of exclusive accessories, etc.

No fashionista can resist such a list of advantages.

In addition, psychology works here: most people cannot pronounce the phrases “this is expensive for me”, “I want something cheaper”.

This move allows you to increase the number of products sold, despite the fact that "misfires" in this scheme, of course, happen quite often.

But even if 30–45% of all visitors fall for this trick, this method will increase conversion by 22%!

Rule number 2. The more the better

In order for a consumer to buy not one, but several products, he needs a good reason.

Let's go back, again, for example with a hat.

Only in this case, the seller should increase sales by offering to additionally buy another position at the outlet, and not a similar product.

For example, purchase suitable gloves or an elegant scarf for a new hat.

In no case should an employee force them to try on the offered product and be intrusive!

This will have the opposite effect.

The shopper may even continue to bypass the store on the 10th road to avoid this 'sticky character'.

The seller must demonstrate the second thing, describing its merits.

It is important to explain to the person why he would leave with two purchases at all.

For example, noticing that the proposed scarf is in harmony with the chosen hat, while creating a full-fledged fashionable look.

This is a good trick that allows you to increase sales in the store.

Rule #3

This rule is in some sense "consonant" with the previous one.

In every clothing store there are products that can additionally increase sales, but are usually not offered to customers when choosing a main item.

This is the so-called small things, which are usually put up in the checkout area or on small racks around the trading floor.

Such related products can be:

scarves;
hairpins;
umbrellas;
bijouterie;
various cases, wallets.

How it works?

For example, a man buys jeans.

At the checkout, he is offered to purchase an additional pair of men's socks.

This is argued by the fact that then the purchase amount will reach the required minimum in order to open a discount card.

Few buyers will refuse: socks will always come in handy, and participation in the funded system is an opportunity to save on purchases in the future.

The consumer seems to be profitable investment and he agrees.

Although the profit of the entrepreneur from one such sale is small, but if you sum up the results of the month, then the increase in sales using this method becomes obvious.

Therefore, store owners should not refuse to use such zones, and they should also motivate sellers and cashiers to mention the existence of such goods to customers.

Rule #4

Use methods that will allow you to find out the contact number of the buyer at the time of the sale of any product.

The easiest way is to ask to fill out a small questionnaire, for which the client can receive a discount card.

In this way, you can create a database of store visitors.

How will this help increase sales at the point of sale?

The collected contact numbers of consumers are used for calling.

Here's how consultants can argue a call to a buyer:

Informing about new deliveries to the store.
Messages about advantageous offers.
For example, “buy one razor as a gift for a man on February 14, get the second as a gift” or “we will pack it in beautiful gift paper for free.”
To find out why the customer has not visited the store for a long time, and whether he has any wishes regarding the service or product.

The ability to properly work with such a tool is a real art.

It is worth doing this only to those employees who have good diction and know how to work with objections.

They also give a good response rate, and will also increase sales in the store.

The effectiveness of this method is confirmed by statistics:

Rule number 5. Enter a discount card

To increase sales in the store in this way, you need to familiarize yourself with the two sides of the coin of this process.

The positive side of the coin

How to increase sales in the store?

Basically, an increase in the number of consumers. And the discount card allows you to "get" them.

Buyers will always be attracted by the opportunity to save.

For example, a girl wants to buy a handbag. This model is located in two adjacent standing stores. Only in one she has a discount card, and in the other she does not. Of course, she will go to buy goods where at least a small savings awaits her. Reasonable, isn't it?

With the help of discounts, we can increase sales by attracting more customers, rather than inflating prices.

Negative side

When issuing such cards regular customers, the store loses the lion's share of the profits.

Like it or not, but the amount “underpaid” by the buyer is the lost profit of the outlet.

Therefore, the expediency of using cards must be calculated in each case separately.

Each owner will decide whether to use this method of attracting visitors.

But its effectiveness cannot be denied. Moreover, the efficiency is gradually increasing.

Pay attention to the comparative statistics of whether the presence of a discount card affects attendance:

Rule #6

This is another move that aims to increase sales in the store.

Calculate medium enterprises and add about 25-35% to it.

This amount will be the benchmark for bonus program.

For example, average check store amounted to about 2,000 rubles. Then, in order to receive bonuses, the buyer will need to cross the threshold of 2,500 rubles (2000 + 25% = 2500).

Come up with some gifts as an encouragement.

It can be both store products and any products of partner companies.

In this way, it will be possible to increase sales in the store.

In addition, teach your employees to pronounce words such as: “You made a purchase in the amount of 2,320 rubles.

If you purchase goods for another 180 rubles, we give you one of the gifts to choose from:

plush toy;
torch;
trinket;
handle;
fridge magnet".

It can be anything! The main thing is to interest the buyer and make him pay even more.

Also, instead of gifts, under the terms of the bonus program, you can earn points that customers can spend on purchases in the future.

It kills two birds with one stone: it attracts people and makes them become regular customers.

The scheme is this:

Rule #7

This list of the top 10 ways to boost your store sales would be incomplete if you look at promotions.

Promotions will always exist, because this is the easiest way to increase the volume of goods sold.

They allow you to motivate a person and incline to more spending than he originally planned.

The most effective scheme that will help increase sales is 2 + 1 or 3 + 1 (buy three items and get the fourth one for free).

This method not only allows you to increase sales in the store, but also helps when changing products to a new collection or switching to another season.

The store sells several things at once that could lie without being sold, instead of writing them off and sending them to stock centers.

In addition, this method will help increase the number of customers in the store.

It was noted that information about such actions is distributed with the help of "word of mouth" especially actively.

Rule number 8. "Book of complaints and suggestions"

According to the law, each entrepreneurial business must have such a book and issue it at the first request of the client.

But often the owners completely ignore their presence: the document is sent “to the table”, and is issued only upon urgent requests (“or you never know what nasty things they write to us”).

Meanwhile, this may be one of the reasons why it is not possible to increase sales in the store.

Surprised?

The fact is that according to complaints and suggestions, self-respecting boutiques or retail outlets determine what exactly the buyers lack!

Of course, you should not offer every visitor to leave a record there.

Instead, short surveys can be introduced.

They can be carried out by cashiers when selling goods, and can also be placed in trading floor box for requests and wishes.

Buyers can be asked how they feel about:

the price level in the store,
variety of assortment
service personnel,
the atmosphere in the store (playing music, decor, product layout).

In addition, you can unobtrusively ask to leave a comment about the work of the outlet on the site.

This will not only give feedback, but also attract new people to visit you.

Answer sheets should be USE, improving the work of the outlet, and not sending it to a distant box.

Then you can increase sales by correcting possible problems.

The video contains practical advice to increase the level of sales from an experienced entrepreneur:

Rule #9

To increase sales in the store, you need to think not only about selling “here and now”.

Work for the future.

For example, a person bought an expensive tablet, phone, laptop in your store.

And suddenly, after a day or two, representatives of the store call the buyer and ask:

Is the consumer satisfied with the purchase?
How quickly did you manage to set up an expensive acquisition?
Do you need help with technology?
Do you have any suggestions to improve the store?

Agree, this gesture is very pleasant.

Each person will appreciate such care.

In addition, you will definitely want to tell your friends and acquaintances about this step of the store.

And word of mouth is an effective method of free advertising.

The above methods will help you decide how to increase store sales.

But we must not forget about the main thing behind the "tinsel": the key to the success of the outlet is customer care, high-quality goods and highly qualified sales consultants.

If everything is in order with this “base”, the methods described in the article will help increase sales in the store in a short time.

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In the 21st century, the profession of a sales consultant remains one of the most sought after in the labor market. Sales people or sales managers are always needed, and good sales people are worth their weight in gold. For such personnel, there is very high competition and having mastered the technique of sales, you will definitely not be left without a job. But getting a job as a seller is not difficult, but learning a lot, selling and, accordingly, earning a lot is much more difficult. Let's take a look: how to increase personal sales to a salesperson.

Knowledge, skill, skill

To increase personal sales to the seller you need to understand that in any case you must be able to sell. In order to be able to, you need to know, and over time, skills will develop into a skill and sales will go by themselves. On the one hand, there is nothing complicated here, but if you look at it, then this is a whole science. Here you have the stages of sales, and, and and. You can sell, etc. What should a competent seller know?

. You should start studying sales with the 5 stages of selling. This is the basis of any sales and you cannot do without this knowledge.
Knowledge of the product you are going to sell. The better you know about the product, the more competent advice you can give to the buyer.
Knowledge of competitors and customers. No wonder companies are now investing a lot of money in marketing research market. It is your duty to know the competitor and even more so the buyer.
Non-verbal communication is a very powerful tool, at the very least you need to understand the basics of non-verbal communication in order to avoid classic salespeople mistakes.

Most large companies be carried out, but what if no one teaches you or gives you not enough knowledge? For starters, I would advise you to read books for sellers, you can learn a lot from them. useful information. To get started, read - "" and the book. In addition, you can find out a lot of useful information on our website - you can also ask your questions at.

Motivation and sales funnel

Any leader knows. But ordinary sellers, as a rule, do not delve into such terms. But the sales funnel is the best way to understand what to do to increase the result in sales. Speaking without going deep, the sales funnel shows at what stages of interaction with a client we lose sales. To make a sales funnel, an ordinary seller needs to calculate how many contacts he had with customers, how many of them refused to communicate immediately, how many after the presentation of the product, how many decided to think, how many agreed to purchase. This is a simple example because these items will vary depending on the type of sale. First of all, it is important for you to understand:

At what stages does it fail? the largest number clients? For example, if, when establishing contact with a buyer, it means that you need to somehow change this stage, etc.
Understand how the result will change if you increase the number of contacts.

Increasing the number of customers is the easiest way to increase sales, minus it is not available to all sellers. But as a rule, sellers do not even think that if you spend less time on each client and try to serve as many buyers as possible, this will quickly lead to an increase in sales. Or you can just spend more time working. One way or another, it all depends on the motivation of the seller, as a rule, the most active managers sell a lot.

Self-motivated sellers

The seller, if he wants to increase his results, must work on his personal motivation. You must set a goal for yourself, such as buying a car or an apartment. Calculate how much money you need for this and how much you need to sell daily. Draw yourself a poster, print yourself a photo of your goal - visualize and review before you go to sell. This will help you be more focused on the result rather than the process.

Seller - sells himself from the beginning!

The seller first sells himself, then the company, and then the product. This phrase is taken from, but nevertheless it is suitable for sales individuals Same. You need to understand that people do not like being sold to, but they love to buy, and the role of the seller here is not to impose and not sell the goods, but to establish a trusting contact and charge the client with positive emotions. The seller must be an adviser to the buyer, a friend and partner in a common cause. For many buyers, visiting a store or communicating with a seller is a certain stress, the client is afraid of being deceived and wasting money and time for nothing. The seller must create an atmosphere of ease and trust, only then the client will truly open up to you and you will be able to sell anything.

It is very important for the seller to be in a good mood and be focused on the buyer. There are a number of simple rules that you need to follow for a good mood:

Get enough sleep. Always get as much sleep as you need to feel good.
Deal with personal issues. Very often I meet sellers who are focused on personal problems. This greatly distracts from work and buyers feel it.
Don't work with a hangover.
Watch your hygiene and be neat.

Pareto principle

The Pareto principle (often called or the 80/20 rule) states:

80% of the profit comes from 20% of the customers.
20% of labor brings 80% of profit

This means that the main profit you bring is not significant labor costs. And most of the time and effort is spent on minor activities that do not bring you the expected income. The main thing is to understand what is included in these 20% of efforts, clients, time and work on improving the processes associated with these costs. Since the remaining 80% do not give a significant result. Here are some real life examples:

Example #1

In the shop household appliances Each salesperson, in addition to selling, is responsible for maintaining order in the department. Sellers with the best results spend less time cleaning up, do it faster and in the morning when there are few buyers, while they are customer-oriented and immediately go to him when a buyer appears. In addition, more successful sellers try to take days off on weekdays, since there are fewer customers on these days, to dine in the morning, not to have smoke breaks in the evening. Salespeople with poorer results get immersed in the process, take longer to clean up, and lose sales as a result. That is, more successful sellers understand that you need to concentrate on customers who bring money, and everything else can wait.

Example #2

Active sales agents sell the services of an Internet provider using the door-to-door approach. Bypass is carried out in the evening. Most successful managers the greatest efforts are made from 19.00 to 22.00, because at this time there are more people at home and they are more disposed to communicate. Whereas less successful agents at this time can spend a lot of time on smoke breaks or communicating with the client, and who are not going to buy today.

These examples show that it is important to focus your efforts on those things that bring you the maximum profit. This is exactly what successful sales people do.

Analyze your sales

Sellers have a very bad habit: to justify their poor results by blaming the buyer, seasonality, competitors, etc. The vast majority of people feel sorry for themselves and do not want to change something in themselves, looking for problems in others. It is important to decide what you want: to remove responsibility from yourself or to earn money. If the latter, then when faced with difficulties, you need to look for a solution, and not blame the injustice of the world. There is a good story among sellers about this:

One shoe company sent a salesman to Africa, a week later the salesman sent a telegram: get me out of here, there is nothing to do here, all people go barefoot.

After a while, another merchant was sent there, after a while he reported: “This is a great success! - the second wrote enthusiastically, - Send everything you have, the market is practically unlimited! Here everyone walks barefoot!

There is another good proverb - the weak is looking for a reason, the strong is looking for opportunities. It is much easier to justify your failures than to analyze the situation and look for ways to sell more.

A good seller always analyzes his work and looks for areas of growth. Any seller always has something to improve, but not everyone can see what exactly. In order to understand, you need to start daily and if something goes wrong, look for ways to do it differently.

From this article you will learn:

How to increase the company's sales volume by interacting with customers

How to increase product sales with prices and promotions

How to increase sales in wholesale trade

How to increase sales in an online store

The correct answer to the question: “How to increase sales?” – can lead to success for any company. the main objective commercial management of the enterprise - to maximize this criterion. We will review the most effective methods increase in sales.

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

Thorough market research.

Commerce does not accept ill-conceived 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 enterprise.
Describe your strategy in writing.

Identification of promising directions.

To increase sales, you need to find out which economic areas are the most promising. Analysis data can help consumer index and various events in a certain area.

Increase in the number of customers.

A small number of buyers equally affects new firms that have just entered the market structure and have not yet gained popularity, and already promoted ones, whose customers may go to competitors due to internal problems in the organization itself.
In search of new customers, it is very important not to lose old ones.
Often, directors and top managers decide to radically change the operation of the enterprise, completely update the product range - this can force the previous buyers to leave.
You can only act in this way if you have nothing to lose - for example, you have very few old customers.
Otherwise, innovation should be introduced gradually.

Advertising of services and goods.

Now, like many years ago, advertising is the main engine of trade.
If you cannot afford to make and display full scale commercials, new technologies will come to your aid: corporate promotion in social networks, mailing lists by e-mail, phone calls to clients, viral advertising. Don't forget the good old newspaper ads and flyers distributed by promoters.

Increasing revenue with the help of the phone.

A regular telephone can help in increasing the retail volume. The method of calling from several numbers, which is often used by unscrupulous firms, is best forgotten: excessive intrusiveness can do your organization a disservice.
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 for, what his hobbies are, what problems they care about - and how your product can help solve them.

Making changes to the company.

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

Creation of highly specialized solutions.

During the year, enterprises operating in the market fashion clothes, several times update the catalog of their products. They want to control the collection of orders for each region and be able to change it at any stage of the trade chain. Such clients can be offered special software for warehouse management and automated messaging with customers. They also offer their partners the possibility of returning the 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, security must accompany the transportation.

USP or detuning from competitors.

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

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

Quarterly progress report.

Often, customers do not realize what exactly they receive by concluding a subscription service agreement with a particular organization. That is why it is worth regularly sending detailed reports to partners, including a list of all work performed. This helps to increase the level of loyalty among potential consumers and, accordingly, increase the size of sales in production.

social proof.

Research shows that customers are more willing to purchase goods and services from companies that are trustworthy and have a good reputation.
Confirmation of these characteristics can be, for example, certificates of conformity or other official documents, calculations of sociological studies, which are the best way to convince consumers (social proof): “2500 customers cannot be wrong!”.

Improving the quality of services.

This method allows you to answer the question of how to increase sales during a crisis. Once you've interviewed your customers beforehand, you can move on to implementing your preferred strategic plan. It is necessary to improve the quality of services, train staff, purchase new equipment. Buyers can be offered discounts, bonuses and gifts for the holidays.

"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 enterprise knew and the real situation can 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 hinder the increase in the company's revenue.

Changing the motivation system.

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

Selling site development.

Modern business needs a high-quality website - this is an axiom. The Internet portal is one of the main ways to attract customers and a tool to help increase the level of purchases in stores. In order to improve its effectiveness, it is necessary to Special attention three main elements: home page with good SEO text, application and feedback forms. Here are a few tips to help improve your site's performance:

simplify the structure: do not load pages with heterogeneous information. Visitors should intuitively understand what and where to look for;
prepare two separate menus: a general one for site navigation and a product catalog divided by business segments (for example, Expert. Restaurant chain, Expert.Club, etc.);
Post an infographic on the homepage that illustrates the benefits 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 gain if they are finally debugged in automatic mode;
place on the main page a link to a section with reviews of previous customers (positive, of course). They can push potential consumer to cooperate with you;
leave space 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 for ordering a manager's call.

Improving and automating the processing of applications.

Another way to help increase the size of retail is the function of sending an electronic application. With it, 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.

Increasing sales through the right choice of promotion channels.

Try to connect to advertising campaigns in Yandex. Direct, place your banners and articles on the main sites in your region. For example, an organization selling land, sold eight objects, just announcing its special offer. Until now, television advertising has been an effective way of promotion. In particular, one of construction companies managed to quickly achieve recognition of her own brand thanks to the launch of the reality show “Construction. Your house in three months.

Blue ocean strategy.

This method is based on the search and formation of new markets that have not yet been mastered by competitors. pay attention to next example from practice. The network of lighting salons offered its customers qualified design assistance. To do this, each client had to take a picture of their apartment and send the pictures to the salon. Having studied the photo, the designer offered the most suitable lamps from the range of the salon. As a result of the action, it was possible to increase sales volumes by 37%. Word of mouth has shown particular effectiveness.

Search for a competitor.

Create a virtual rival for yourself - and the unique advantages of your products and services will become more pronounced against its background. Customers will treat you much more loyally if you compete in an interesting game way.
Remember, for example, a funny video about confrontation computer systems MAC OS and PC, which helped to increase the number of Apple fans several times over. Or a classic example of PR battles between Coca-Cola and Pepsi-Co. The indisputable advantage of the latter is the public composition of the drink - this inspires the confidence of customers (unlike Coca-Cola, which keeps the recipe a secret).

Analysis of the causes of low demand.

Often it is not even necessary to increase the sales volume of an enterprise, but only to remove the barriers that prevent it from reaching maximum heights. For example, consumers may be deterred by ignorant or overly intrusive salespeople, an old premise without renovation, even a poorly designed shop window. By eliminating these causes, you can significantly increase the level of retailing.

Techniques to increase the firm's sales ratio through interaction with customers

Orientation to economical buyers.

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

Complex solutions for consumers.

Make cumulative logistics offers to customers that take into account strengths your enterprise. Test new service on one of the partners, and if successful, extend it to other customers.

"Devil's Advocate".

This ancient Catholic tradition has taught us a lot modern marketers. Studies show that if someone's idea is refuted by the "devil's advocate", that person's confidence in their rightness only increases. Your firm can take advantage of this experience and act as a "devil's advocate" on its own. So you can increase the confidence of customers (they are the main consumers of your products). Let the "devil's advocate" express their doubts, and you will debunk it with the help of scientific and practical experience.

Attracting like-minded people.

Tell your potential buyers about the high goal that you are pursuing (this can be fundraising for charity or any other social project). This will provide an opportunity to attract like-minded people as consignors. 64% of citizens surveyed by sociologists said that this factor prompted them to make a purchase decision.
A good example is a charity event to increase sales of TOMS Shoes. Its essence is simple: when you buy a pair of shoes for yourself, you give a second pair to needy children. The action helped sell millions of pairs of shoes - and millions of children received new shoes for free. Thus, good and kind deeds can increase sales!

Overcoming the barrier to entry.

Often 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. 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 resort to the standard phrase: "Try the 30-day demo for free." However, you will agree that the slogan “The first month is free” sounds nicer and more convincing. The goal is one, but the means are different, therefore, the result may be different.

sales scripts.

The technology involves interviewing 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 products offered. Keep in mind that it is impossible to create universal templates for all types of buyers. The head of the department must independently develop a question sheet with expected answers for each item. In order not to lose the skill acquired during SPIN sales trainings, it is necessary to consolidate it every day for a month. Employees should think through the options for questions for such an interview two or three times a day. Please note that regular customers who are used 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 purchasers, only then transfer the skill to regular customers.

Explaining to consumers their next steps.

Dr. Howard Leventhal in his research cites the thesis 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 the problems is followed by instructions for their elimination, the result exceeds all expectations.
Thus, the number of people who received a flu shot increased by a quarter after clear advice on how to avoid the disease was published. This is one of the most common ways to attract new customers to insurance companies.

up-sell method.

Teach your managers to work with visitors, taking into account their emotional state. They must know what to tell customers additionally about the quality of products, to consider all its possibilities and advantages. And do it in an accessible form so that the consumer fully appreciates the profitability of the offer.

Recognition of shortcomings.

How to increase sales in a crisis on the experience of your own mistakes? Here you can describe many cases of real industrial disasters that occurred over last years(e.g. oil spills). Most often, the reason for these situations was the unwillingness of firms to notice their mistakes and correct them. This continued exactly until the moment of crisis came, when it was too late to change anything. For example, the energy company TEPCO (Japan) only a year and a half later admitted the mistake that led to the "nuclear crisis" on the Japanese coast.
When working with online applications, you must have come across situations where developers sent out emails apologizing for technical failures and problems. Such mailings make it clear that the organization is working on the mistakes, does not leave them unattended and will continue to do everything possible so as not to repeat them.

Services to 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 goods. For some categories of customers, these factors are fundamental and most influence the purchase decision. We are talking mainly about the elderly, mothers of young children and people who do not own their own car. In this case, you should think not only about the growth of the average check, but also about the sale as a whole.

Keeping customers on track.

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

Newsletter for potential buyers.

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

Surprises for clients.

Indulge your customers with surprises - and you will be able to win their trust and loyalty, receiving a huge amount of grateful reviews. The online shoe store Zappos traditionally uses just such tactics of influence.
Expecting to receive the order within five days, as promised on the site, you suddenly receive it in a day. Or get the opportunity to return shoes throughout the year. Such surprises helped to accumulate a huge number of reviews on the site, which became a powerful marketing tool for influencing potential buyers.

Using the power of shortcuts.

Use appraisal statements. When studying 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. Take advantage of this method: show customers that you think they are advanced, innovative and active. Then they will act according to this label.

How to Increase Sales with Prices and Promotions

Increasing the cost of goods, selling a more expensive analogue of the product.

Even if the buyer says that he wants to save money, this is not a reason to sell him the most budget 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 spend money on a car that doesn’t suit you?”.
You can sell a more expensive product only if it has additional benefits. Take, for example, two almost identical refrigerators of different brands and with different prices. Most managers will say that there is no difference between them. But is it? Of course not! The task of the department head is to explain to employees how different models differ in terms of technology, manufacturing standards, warranties, etc.

The growth of the average check.

This is the most accessible method. It seems to follow from the method described above, but with some difference. The check can be increased by simply raising prices, increasing the number of service functions, changing payment terms. By the way, a 1% increase in cost increases profit by 3-10%. It is important that the price increase is not too significant and brings with it new opportunities.

Adding shares.

The vast 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”, “Theme days”, “Coupons for increasing points”, etc.

Visibility of commercial offers.

A trade initiative should be of real interest to a potential consumer of goods or services. It must include detailed description product features and benefits. When conducting one-time promotions or providing short-term discounts, the market instruction must be supplemented with information about them. An excellent feature article - 10 tricky tricks for compiling a commercial offer.

Various recommendations for clients (at least three).

When new customers contact the firm, it can be very difficult to predict what price range of goods and services will interest them. Thus, if you offer them products in only one price range, you may miss the mark and not guess their preferences. It is more correct to offer several alternative options at once - for example, “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 not buying. At the same time, it is necessary to correctly compose sets of products of different prices and clearly explain to the customer the differences between them. Start with the most expensive sets - then he will perceive the cheaper goods positively.

Providing burning discounts.

For example, offer customers a bonus card with a unique code. If the buyer spends a certain amount in the store during the month, the next one he will receive a discount on all products. The size of the concession depends on the number of orders in the previous month. At the same time, the discount burns out if a person has not bought anything for a whole month. The approximate range of discounts can be as follows: from 5% for a purchase of 100 rubles to 30% for spending 20 thousand rubles.

Cost differentiation.

Manufacturers set a single price for certain categories of products. Often this is not entirely justified. If the 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 is not set, the manager can ask a lot of clarifying questions, establish a dialogue and get information that will help influence the buyer. In addition, this way you can slightly increase the number of customers.

Favorable price image.

From a psychological point of view, it is better to write “100 rubles a month” on the price tag than “1200 rubles a year”. Properly setting a price that is not intimidating, you can significantly increase the size of sales.

Tools to increase sales in a retail store

Patency.

How to understand even before the start of the store, how busy is the place where 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 cast a glance in your direction. This is how you calculate the total number of potential customers. To make a more accurate description, you will have to take into account the gender and age of people passing by. Compare the received data with the theoretical portrait of the buyer and understand the approximate attendance of the retail store by ordinary passers-by.

Signboard.

So, you figured out the number of possible buyers-passers-by. Now they need to be "hooked". First of all, a signboard can help with 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 store (using a wide range, affordable prices, high quality, etc.).

Most often, it is possible to find out how effective this or that sign is only by experience.

Cross selling.

By selling a certain product, you can offer related services. For example, a person who has bought an aquarium can order its proper installation, connection and maintenance - all without leaving the cash register. For this retail store it is necessary to agree with the relevant firms, and then attract buyers and receive your percentage.

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:

making a purchase, the price of which exceeds a certain limit, the client receives a coupon for free shipping, a discount or a gift;
If you buy two items, you can get the third one for free.

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

Payment of change of goods.

This method is not very common, but very interesting. When paying for products, the purchaser receives change not in money, but in goods - for example, matches or candies.

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.

The ability to return the product if you do not like it.

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

Price hints.

On the labels, you can put information that some others usually purchase along with this product. The buyer is likely to take the advice and buy something in addition to the main product.

"Armchair" for the companion of the buyer.

People rarely go shopping alone, and more often than not, your direct customer's companion is a person who is completely uninterested in your services. To prevent him from trying to get 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.

Unique selling proposition.

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

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 pack for an additional fee. The main rule is the price additional service should not exceed the price of the main product. This method allows you to increase the level of implementation of the company by 30%.

Working with margin.

Perhaps the most affordable method to increase profits. They say that the low cost of goods is not always perceived by the buyer as the most attractive. Often, a product sold at a high cost is considered by buyers to be of better quality. Ask yourself the question: does it matter if a sausage costs 300 rubles or 310? Most often, this difference seems negligible to buyers. Now calculate the total profit.
Consider the example described in Robert Cialdini's The Psychology of Influence. The owner of the jewelry store could not sell a few pieces of 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 found out that all the jewelry was sold ... twice as much. The seller simply did not understand her order and increased, not reduced the cost.

Price tags.

Take a critical look at 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 store he visited. Try to surprise him enough so that he lingers 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 new year holidays you can print them in the form of snowflakes, Christmas trees, snowmen and other holiday 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 look and maybe buy something else. It doesn’t matter what they say about you - as long as the address is correctly indicated.

Smile.

Stores where salespeople smile at their customers increase sales by 20-30% compared to stores with surly staff. Teach your employees to smile regardless of their mood.

« Free cheese" without a mousetrap.

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

Non-standard warranties.

Provide additional guarantees– and you will get new customers. "If we don't deliver the pizza in half an hour, you get it for free." “If the seller is rude to you, you will receive 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 opportunity itself certainly attracts customers.

Other services.

Let's say you own a beauty products store in a small town. How do you get the whole city to know about it? It's easy: Hire a high-class stylist and distribute flyers that for a month a master will work in your store to help you choose cosmetics and teach you how to apply makeup correctly. In a month, women will only talk about your company - even those who do not need a stylist, and they learned about the promotion from their girlfriends.

you trade plastic windows? Announce a promotion under which each customer will receive a device for free that measures the thermal conductivity of windows and calculates heat loss. Anyone who needs to replace the windows in the 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 customers for whom you installed them will come to you to order windows. Moreover, your masters can subtly hint that it is time to change the windows.

How to increase wholesale sales

Establishment of a marketing department.

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

Range expansion.

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

Demand study.

Determine the capabilities of your buyers 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 reserve supplier. It's bad if the manager doesn't know about it. It's even worse if the manager doesn't even know.

Competent work with federal and regional networks.

Most wholesalers try to cooperate with large corporations. To conclude such an agreement, as a rule, is quite simple and almost always profitable.

Transparent pricing policy.

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

Conclusion of contractual obligations with regular consumers.

Contracts with regular customers are mutually beneficial cooperation in terms of not only cost and profit, but also price and quality. buy good product at a favorable price. This will allow you to provide optimal matching of prices and relevant product features for your customers, which will become your undeniable advantage. Buyers simply can not refuse such advantageous offer. Treasure the reputation of a conscientious supplier - it will work better than any advertising.

Penetration into the client's business.

The better you understand entrepreneurial activity your customer, the lower the risk of losing him, the closer you are to end consumers, the better your consignor's sales are going.

Thorough analysis of customer failures.

Let's say a small customer left you. You do not get 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 caused small companies to stop doing business with you can also affect large ones. Modern market is designed in such a way that small organizations are more sensitive to new trends and trends - this helps them survive. Therefore, the factors affecting them will later be reflected in large enterprises. You have to carefully analyze the departure of each buyer and draw the right conclusions.

The focus is on the customer, not your business.

This is the basic principle of operation, and not a way to make a profit. Once you've started wholesale, focus on your customers' trade. Think about how to increase the sales volume of the partner company, what product is used most in demand how to increase the profitability of the enterprise. While the partner is afloat, you are on the crest of the wave.

Compliance with the rules of work with distributors.

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

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 deals.

Monitoring.

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

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 level of sales of the enterprise.

Constant search for new clients.

The main goal of a piece-selling store 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 may lose your permanent customer, who was lured away by competitors. On the other hand, it is highly likely 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.

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 competent staff and their training. However, participation in many master classes, seminars and trainings is by no means an option. You need to understand which of the activities is most effective, and choose it. Teach employees to show the product face, emphasizing its merits and not dwelling on the inevitable shortcomings. The professionalism of the staff is the best way to increase the level of sales.

Sales Generator

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Issues discussed in the material:

What influences the increase in sales in the enterprise
What is the basic formula for increasing sales in any enterprise
What methods and tools should be used to increase sales in the enterprise

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

3 factors influencing the increase in sales in the enterprise

Law Enactment, Buyer Welfare and Others external factors It 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 sales managers will be able to sell it in the required volumes, whether 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 more customers, employee training and script development become a guarantee of increasing sales.

With each specific transaction, the income of the enterprise grows. If the potential customer does not buy the product, there is no revenue. What determines the desire of a person to purchase a particular product? To get an answer, you need to imagine yourself in the place of the client.

You need to buy a liter of juice suitable for baby food. We come to a store near the house, on the racks with juices we see several dozen multi-colored boxes. Something familiar from advertising, some drinks were tried at a tasting a couple of weeks ago, some even 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 you 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, the date of manufacture is a month ago with a one-year shelf life, the discounted price is 84 rubles.

Thus, the sales volume 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;
the general situation in the economy;
adopted laws and much more.

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

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

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

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

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

To increase the implementation rate, you need to clearly understand what components it includes.

About 100 people visit our outlet every day, 20 of whom become real buyers, making purchases for an average of two thousand rubles each. That is, there are three sales criteria: attendance (traffic), the ratio of the number of customers to the total number of people who visited the store (conversion) and the average cost of the transaction (average bill). 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 find out how to provide it.

Of course, the above list of ways to increase sales is not exhausted. 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 the development of a strategy to increase sales and the choice of tactical solutions for the implementation of the plan.

10 simple and effective tools to increase company sales

If profitability indicators rushed down, it is required to stabilize the situation. A prerequisite for choosing tactics is to take into account the specifics of the business. However, there are methods to increase sales, characterized by versatility.

By informing the target audience about your product, you will undoubtedly raise the level of sales. The best solution would be to form your own base, but often companies do not have the time or money for this. But there are a lot of offers for sale ready lists customers, which are used by enterprises for the most part.

When deciding to buy a generated list, you should remember the need:

Acquiring databases from companies with similar target audiences to yours;

Familiarization with comments about the quality of the list of clients sold by this company;

Evaluation of the compliance of the base with your requirements (before purchasing, ask for several numbers, ring them up).

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

Pick up additional item to the main purchase can be in every store. Remember McDonald’s, where every order will be offered to take something else.

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

Of course, not all consumers will definitely complete the purchase, but many will agree, increasing the company's profit and their loyalty to it (after all, the consultant cares about the convenience of customers by offering a really necessary product).

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

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

Promotions and sales

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

There are different options:

Sentence	Condition example	Possible features
Promotion "3 for the price of 2"	Buying two items, the client receives the third as a gift	The cheapest product of the three will be free.
Discount on a certain product category	Green items 10% off on Saturday and Sunday	Promotion does not apply to outerwear
Total sale	20% discount on the entire range of "Spring-Autumn"	The discount does not apply to items from the new collection.
Action "Bring a friend"	5% discount for a new customer purchase and 7% discount for an existing, recommended store	Not 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 liquor

No need to deceive the trust of buyers. Let your shares be fair.

Social networks
Provide business representation in popular networks, entrust a dedicated specialist with filling accounts with interesting publications and useful information. Users of VKontakte, Instagram, Facebook on their favorite sites will learn about your offers and will be happy to participate in repost contests, increasing the effectiveness of the public or community.

Sample conditions:

A person posts your entry on his page.

Do 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 lack. Does the assortment suit you, is the store accessible, is the product conveniently located, how do they evaluate the quality of service - these and any other questions that are important to you can be asked by phone, in questionnaires, questionnaires in in social networks. Closed options are preferable (they are the majority), but you can give users the opportunity to speak out in a detailed answer.

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

Marketing promotions
The interest of customers and the profitability of the business are increased by tastings, lotteries, contests, leaflets, gifts for the purchase.

When conducting marketing campaigns, it is important to control their effectiveness and payback. If the costs are higher than the returns, the toolkit needs to be revised.
Automation systems
The activities of sellers that 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 experts allocate their working time etc.

This will allow you to identify the best workers, to encourage them, aiming at even more fruitful activities, and the laggards, to influence them. In general, an increase in sales will follow.

A good salesperson provides a high level of customer service, increases the company's sales volumes, and, accordingly, should receive incentives from management.

Motivation is one of the tools of intra-company marketing, which includes a lot of aspects. Here and emotional comfort, and the establishment of teamwork, interaction between departments.

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

Present your sales strategy to your salespeople, monitor the implementation of the plan on an ongoing basis.

3 secret techniques that increase sales in the enterprise

Low cost "entry ticket"

For clarity, let's imagine the relationship "manager - buyer" as a relationship "man - woman".

There is a girl who is approached by an unfamiliar young man 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 delay, they instantly make a serious offer to the client: buy from us right now.

Some are ready to argue, believing that the potential customer is aware of his need and that there is a product that can satisfy it.

Okay, let's imagine that 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 in these years 90% of women dream of marriage. Can you marry me?"

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

It’s the same in sales: the fact that you have a product, and the client has a need for it, does not yet give one hundred percent confidence in making an immediate transaction.

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

The success of the first date is then consolidated by a joint dinner, going to the movies, and so on.

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

This is the "entrance ticket" - that tiny obligation that the seller imposes on the future customer on the "first date".

It can be free or paid.

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

After reviewing the booklet, a potential client:

Receive value in the form of useful information;

Will begin to trust you as an expert who has compiled a much-needed brochure;

Find out what cream and shampoo to buy for your child and what you can afford to buy them.

A paid "ticket" should be cheap - a product at cost or only with delivery charges. For example:

Outlet offline: free product trial.

Online store: mini pack of baby lotion.

"Entrance ticket" provides two very important benefits to the business.

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 offering to go to the registry office.

Secondly, one small commitment miraculously gives rise to 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 return the service.

An invitation to visit should be requested to make a return visit. It is worthy to respond to help from the outside consider it necessary. If a person used someone's service, then most likely he will respond to the request of the one who provided it.

A good example is a series of experiments, the field for which were restaurants.

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

Do you think mint candy can affect the size of the tip? Say "no" and you're wrong.

Research has shown that guests who received one piece of candy as a gift gave an average of 3% more tips.

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

However, the main focus lies ahead. The waiter gives the mint, says goodbye, then comes back and says: "You are wonderful people and wonderful customers, keep one more candy." And he gets just a cosmic tip, which increased by an average of 23%. It is clear that the point here is not the number of sweets, but 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 that it was exactly as intended, personally for the client.

"Entrance ticket" is a really cool way to increase sales in your enterprise.

If your business is the sale of goods, then you can use:

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

A gift, small, but nice and free.

Probe.

If you are selling services, offer the following "entry tickets":

Lead magnet.

Service at the lowest price.

Consultation.

When implementing educational products, use:

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

A free book on the topic (with shipping).

A demo version of the proposed online course.

At the same time, one should not unambiguously count on an increase in the income of the enterprise. "Entrance ticket" is guaranteed to increase sales, but the increase in the level of sales is not always equal to the increase in profits.

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

Selling a lot of "entry tickets" will not make you rich. It is necessary to offer customers other products already for full cost. Let's say you decide to purchase a domain. You will immediately be advised to buy:

Convenient professional mail;

An important option to protect contact data;

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 a burger at this diner costs $2.90:

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

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

From french fries and Coca-Cola, which together provide a 6.3 times increase in profits and bring $1,14 . Income is multiplied thanks to an exceptionally competent product line.

To almost instantly increase sales, put into practice to offer customers related products and on personal experience make sure sales growth is a piece of cake!

Attracting customers is a costly process both in terms of time and 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 unrivaled if you need to simultaneously increase sales in a manufacturing enterprise and increase its profitability.

Range development is not the best 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 is easier to work with an existing product: add additional features, extended service, and now the premium version is ready. Sets are also easy to create. Let's say there are three items, one hundred dollars each. Buying them individually costs $300, and they cost $250 as a set.

There are many ways to monetize your asset, because payments from customers come in regularly. For example, create a subscription for a car wash: for three thousand rubles a month, a client can wash the car as many times as they like.

You can find a lot of ideas to expand the product line or come up with your own.

These are well-written scenarios for returning potential customers to buy (or re-buy) your products. They are very important, because, unfortunately, not all possible customers will get an “entrance ticket”. And not all of the signatories will decide to buy even the main product, not to mention related ones.

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

It can be implemented through:

Retargeting.

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