Sixteen store management methods
First, selling clothes is selling image.
The business of the store is good, so you don't have to enter the store, just stop at the door for a few seconds to have a look! What to look at, look at the signs, look at the lights, look at the display, look at the hygiene situation, and even look at the age of the salesperson and whether the employees are beautiful. Buying clothes is buying beauty, selling clothes is selling image, that's all!
Buying clothes means buying beautiful clothes. Nowadays, the clothes we wear are not only comfortable and suitable for the outside world, but also reflect an invisible spiritual pursuit of beauty, personality and brand, which is an affirmation and realization of self-image. Beauty is the basic feature of our clothing products, so where we sell clothes, people who sell clothes must first show beauty. Do not turn on the lights to save electricity, do not unpack and display dust, employees do not wear makeup and have no spirit at work, cash registers are chaotic, shops use floats to sell, shops make their own, hand-painted promotional posters, etc. All principles and behaviors that violate beauty will be made? The beauty of clothes? Discount, no performance or even loss. Without beauty and image, the brand will lose the foundation of survival, let alone development! ! So, remember? Selling clothes is selling image? The basic principle of operation, all the operations of the store must be from? Beautiful? Proceed from the principle, firmly establish and carefully maintain? Beautiful? Only in this way can our stores and brands find their own uniqueness in the cruel and fierce market competition? Beautiful? Come, it is possible to grow and develop, from one victory to another! !
Second, the comparer can see the advantages and disadvantages.
For those customers who have poor performance but feel good about themselves, there are thousands of words as follows: go to her store and drag him to the store of competitors in the same city. Because if we simply talk about her problems, she will find out many reasons, such as economic recession, small local population, poor consumption power, backward goods and so on. Many of them are objective and company problems, and have no problems of their own. Is that really the case? It should be noted that the store business is not good because everyone is one step behind, and we can't just look for objective and company reasons. I once encountered a similar situation when I went to the store for support. No matter what I say, customers just won't listen. I'm just saying that the company is at fault everywhere. This problem has not been solved, and none of them have been realized. I heard it all; Of course, the customer said that the problem reflected the situation well, but this can't be used to see the problem? You're all wrong, and I'm fine Then I had a brainwave and simply didn't say anything and invited customers to the same city? Jeanswest? 、? Bang Wei? 、? Fun? Go and have a look. She was embarrassed to see it. Our competitors can't see packaged monitors, plastic stools or broken lights. As for us, all the clothes are packed in plastic bags and the store is used as a warehouse. Three or five employees sit on plastic stools and chat. A large piece of light is broken and nobody cares. When customers enter the store, employees don't say hello. As soon as the comparison is made, the gap comes out. Is this shop still like this? Pure? Shop? How can such a store create excellent performance! Completely cut off the customer? Face, self-protection, self-satisfaction From the standpoint of serving customers, customers are very willing to communicate with us and listen to our opinions. So? Okay？ With what? Not good? 、? Excellent? With what? Not good? It is not spoken, but compared. It is very important for customers to see and understand what is good and what is not, which is very important for store management performance. In short, only by comparison can there be a gap, a room for improvement, and a room for improvement to make a difference! Understand this truth, the next thing will be easy! !
Third, don't be afraid, as long as you do it with your heart.
Store management will encounter many problems and new situations every day. To keep the store management alive and energetic for a long time, we should strive to set higher goals every day and encourage us to try and apply new ideas and methods. However, a problem has arisen. Many people and franchisees are often afraid of it and are unwilling to bear the risks brought about by changes and reforms.
Do we need to encourage them at this time? Don't be afraid, you will get better as long as you put your heart into it? ! Because as long as you work hard towards a goal and are firm, you will naturally succeed if you use a good method, but if you use the wrong method, you will definitely sum up and adjust immediately. For example, if we fly to Hong Kong, we will definitely believe that we can land at the Hong Kong airport smoothly and arrive the next day? Brother Yang? I tasted his famous abalone dish, but the captain knew that the plane had deviated from its original direction just as soon as it was in the sky because of the constant change of high-altitude airflow. We were able to reach our destination smoothly because the captain made appropriate adjustments according to different situations. Isn't it by plane to do business? Yes, we are not gods, and our judgment cannot be correct every time. We are likely to make several mistakes in succession, but the possibility of creating an excellent shop and team is greatly improved. Because the pursuit of growth and progress has penetrated into our essence and become our temperament. What kind of power is this! ! Doing business is the same as being a man. When we encounter difficulties, we tell ourselves: don't be afraid, as long as we work hard, we will become better!
Fourth, the boss should start with the employees.
Most franchisees of chain enterprises should have a low education level, and start to accumulate a little from doing small business and setting up stalls. Recalling the beginning of his career, many people admire him. Yes, when you first started your business, you didn't have the money to hire people, and others didn't want to help you. They had to help themselves, and the boss and employees worked hard day and night. Now that the business has improved and reached a preliminary scale, some people are willing to help you, and if the economic situation permits, it is natural to invite several people. ? Pay employees, buy your time with your salary, and let you work for me. Can the boss have a rest when he finally comes through a lot of hardships? . If you have this idea, it is all wet! Some shops have bad business, so they have to stay away from the shops with their bosses all day, but just go to the shops? Pointing? For a moment, I felt that I could rest, which had something to do with being busy socializing, drinking tea and playing cards all day. Why is this idea wrong? Because the shop is yours and the business is yours, how can employees work hard if the boss doesn't work hard? This is an example of the problem. Speaking of responsibility, what is it? Responsibility? For example, if the store is closed for five days, employees will not be unable to sleep, but the boss will definitely lose sleep every day! Each layer has a different sense of responsibility, and how much responsibility is hard work. The sense of responsibility decreases geometrically from top to bottom, so what should we do if we ask employees to meet our requirements? Presumably only the boss has to pay a hundred times the price. In other words, if the boss gets 100 points, the store manager can get 60 points and the employees can only get 40 points. People are inert, just like a ball going uphill. If you push, you will advance; if you don't advance, you will retreat. What the boss is doing is precisely these shapeless thrusts! !
The boss might as well be generous to his employees.
As the most basic manager of brand clothing chain operation, we often see employees wearing second-rate and third-rate brands selling their clothes in their own stores. When employees introduce clothes to guests, their voices are as small as mosquitoes, and the employees in the stores are lifeless. This is the result that we intentionally or unintentionally make employees feel inferior. Inferiority means losing self-confidence. A store that loses self-confidence cannot be an excellent store, and a boss who lacks self-confidence must not be a qualified boss. When one of our bosses took over a self-operated store, he asked our manager what the salary was. As soon as he heard it, as long as 1.200, he immediately said that this line would rise to 1.800 for me immediately. Because he knew that earning 1, the manager in 200 yuan could not be an excellent manager, so he got 65438+. Just a little more is insignificant to the boss, but it has revived the whole store; Understand? Four pounds? Wonderful effect.
As a boss, the most important responsibility is to boost morale, appoint people on their merits and know how to do their duties well. The boss who haggles over every ounce always kills the number of employees until they are worthless, thinking that such employees will not leave because of inferiority. It should be noted that how can a worthless employee suddenly become a flying employee! Therefore, in hiring employees and managing daily stores, our boss might as well be generous to employees, because the boss's role is to boost morale and enhance employees' self-confidence. With a high salary, you naturally have high morale and good confidence. As for how to do it, employees naturally have a way and don't have to worry about the boss.
Sixth, let employees concentrate and then give up.
When communicating with several store managers in our key stores, we will find a very strange phenomenon, that is, the night turnover ratio of many stores is particularly low, and the customer turnover rate is not high, but most of the time it is just the opposite, not only the night turnover accounts for a high proportion of the whole day turnover, but also through recent attempts, sometimes the night performance even exceeds the daytime performance. What's going on here? In addition, we also know that when the store is dark, employees are required to organize the stacks, but often there is no following after the microphone is broadcast, but their manager not only reminds and encourages them, but also allows employees to reorganize after the original stacks are completely scattered. Why is this? They told me: because when you are free, it is the time when the whole morale and passion drop! ! This gives us a deeper understanding? Much ado about nothing? The truth! The specialty store is characterized by a large number of female employees, and the biggest problem for female employees is that they have more hearts. They are always thinking about how to pay for other brands and how their parents' boyfriends are today. In short, the reason why employees can't do their jobs well is because they are not single-minded. How to be single-minded? Simply put, it means being busy and moving. When a person is busy, he naturally has no time to think about other problems. Therefore, in the management of specialty stores and companies, don't be afraid that employees are overworked and overworked. What you should be afraid of is whether they have something to do, whether their responsibilities and functions are not enough, and whether they are too idle. Employees should also understand that if the boss invites you, if you have nothing to do, you will have no meaning and value.
Let employees concentrate on their work for one day, but how to make employees do a good job for one year or even two or three years is to let employees give up. The boss's successful life experience is a vivid textbook, but it is far from enough. As a boss, the most important thing is to paint a bright future for employees! At the same time, you should make long-term efforts to share your ideals and future with employees. If the boss talks about the business and development plan in five years every day, saying that employees accumulate experience to prepare for starting their own businesses and encouraging employees to try greater risks and opportunities every day, employees will naturally understand that the company is developing and they can grow together with the company. When a person sees growth and prospects, he will naturally work hard for the goal, so the boss can let him follow you. Despair? I will work hard with you to pursue greater success! !
Seven, don't just pay employees' hands and mouths.
Successful chain operation finally establishes a valuable relationship network, which is what we call in marketing? Marketing network? The most valuable part of the marketing network should be the best thinking and the latest ideas! Talking with many of our bosses is very enlightening. Their success has many unusual lives and philosophies. A boss once told me personally: the person who criticizes you is your teacher, the person who scolds you is your friend, and the subordinates who don't argue with you are incompetent subordinates. Good idea! ! Do we have such a broad mind to treat us? Teacher? And then what? Friends? And then what? Let's look back at our employees. They don't argue with you, but are they incompetent? No, it's because our leader is too overbearing. They once gave us suggestions and argued loudly with us, but we were too arrogant and proud to think their suggestions were ridiculous. Did we ignore them because of what we called it? Too busy? It slipped my mind. ? That's enough, stop talking and do as I say! ? We also rudely interrupted their argument, so we? Use power to crush people, and use rank to crush people? Seems to be commonplace. They don't argue with us because they are incompetent, and they are afraid that our hearts will not hold them! We hurt them, hurt the whole team, but ultimately hurt our enterprise. So they were silent, they just didn't want to say what they were thinking. From then on, the company lost its honesty, which eventually led to the serious consequences of mutual suspicion and even distrust between management and employees. Later, they left the company quietly, and we were still self-righteous? It doesn't matter if he leaves, but he doesn't have the ability to adapt to the company? . Most enterprises in China always pay their employees only hands and mouths, but forget that their employees still have infinite wisdom and brains. They don't pay attention to communication and suggestions with employees, which is the sorrow of managers and leaders. Let every employee devote himself to his work, which is the main work content of managers; Let everyone play a role and let them clearly feel the important role they play. This is the secret of management and leadership!
Eight, treat differently, and create a strong person.
Treating enterprises differently is the only way to build a strong enterprise. Differentiating treatment is difficult to achieve. Whoever thinks it is easy to do is not suitable for living in this enterprise. If anyone can't do this, so can it! !
Nine, eat, drink and be merry to have a good business.
There is such a rule in the employee management system of one of our stores. No banquets for colleagues and accepting banquets from colleagues! ? But that's not all. There's another one at the boss's house? The company must entertain more colleagues! ? That's interesting. Another time, I was deeply attracted by a file in the laptop of one of our bosses, which was full of photos of employees eating and traveling together at different times and places. It's really sweet. The experience of these excellent shops tells me? The more employees eat, drink and have fun together, the better the store business will be! ?
Our colleagues work from 8 am to 9 pm 12 hours, 1365 days. If you hire a boss, you don't have to sell clothes, just sit in a specialty store for 6 hours. I'm afraid many can't stand it! Work is really hard! However, work can be hard, but work can't be without fun! It is the manager's eternal responsibility to make employees' work full of fun and let your employees have fun anytime and anywhere. Through those rules and regulations, through those old photos, I understand that giving employees joy and learning to celebrate is always the most effective way to motivate the whole organization. Let's listen to the teachings of the sages: a good word is warm in three winters, and a bad word is cold in June; Fart doesn't stink, people are rising to death! In the shop, our boss and manager should not let go of some minor faults. They must try their best to celebrate even a small victory and cheer for our employees. Don't spend too much money, just have a snack or dinner. Our task is to make employees happy. Of course, we must create good performance.
The river is full of water.
Every time I go to the store, I am particularly concerned about how the wages of employees in our store compare with those of competitive brands, whether the wages of employees can be paid in full and on time, what is the monthly loss rate of goods in our store, and whether the wage deduction caused by the loss of goods has been perfectly solved. Also, when opening a new store to formulate a salary system, I always tell our boss that as long as there is money to make, we would rather make a little less profit, and the salary of employees must be higher than that of competitors, which is guaranteed but not capped. Why? Because I understand that the river is full of water, only employees can have it, and the boss can have it! !
? Is this river full of water? This is a famous saying of Zhang Ruimin, president of Haier, who pursues the change of ideas. He said that if you change a word, your idea will be new. Does Zhang Canrui Min Make Home Appliances the Philosophy of franchise chain Store? Practice has proved that it is not only possible, but also completely applicable! According to the laws of nature, the water of a big river comes from a small river, which has no water, so it is impossible for a big river to have water; The small river does not supply water to the big river, but depends on the big river to supply water, and the big river will be killed sooner or later. In an enterprise, the enterprise is like a big river, and employees are like a small river. If every employee can become a flowing river, then the river of the enterprise will never dry up. Therefore, after one year, the most important thing is to see whether the employees' wages have risen or not, and whether there is a smile on their faces! If the employee's salary goes up and there is a smile on his face, our boss will make money. So, the river is full of water. If you want to own it, you must first let employees own it; If you want to succeed, you must first ensure the success of employees!
The competitor is a lion.
Last time I went to the grassroots with our helpers, this trip gave me too much shock. Originally, I always thought that although our brand has a certain gap with our competitors in central cities, we have surpassed our competitors and left them far behind in the secondary and tertiary markets. What about the facts? Far from it! It turned out that I always thought that after the Spring Festival, we rectified and opened more than 60 stores, which was already very many, very fast and very remarkable. After this trip, I was surprised to find that there are others who are faster than us.
Twelve, immediate action, don't let the problem overnight.
If you communicate with the boss and the store manager to solve any problem, he seems to understand and agree, but he doesn't do it. You must be careful! ! Because all the work you did before was useless, you not only wasted saliva, but also wasted your precious time. It can be seen that the focus of work lies in constant emphasis, supervision and follow-up.
A lot of truth makes sense as soon as it is said, and everyone understands it. But why do some people succeed, while others have accomplished nothing all their lives? The reason is that the loser has knowledge but does not act. They are giants of knowledge, but dwarfs of action. They just don't do it if they know. Yes, truth is only truth, and truth can't be eaten. If you are hungry, you should light your own fire and take a step back to get your own bowl and chopsticks. What's more, it's ten thousand times harder to do than to think, so there is? The beauty of action? This sentence. Therefore, the problem of the store is not only something we understand, but also a problem. The problem found and solved immediately is the problem of not letting the problem stay overnight. In front of us, it should be said that there are no problems, or that there are no problems that cannot be solved.
Thirteen, timely sales
Once, because the business of a store was very poor, we went to the store to support it. When we arrived at the store, we were surprised to find that for a storefront less than 50 square meters, the styles in the store were as high as 120. What this year's, last year's, even a few years ago's goods are still there. Although the number of individual models is small, it is still a headache. Also, some of our stores, after a quarter, do a calculation and find that what they earn is what is left in the warehouse and make money in the inventory. These are our bosses? Good at calculation? Result.
As far as the goods of our brand are concerned, although our design is excellent and the quality of the goods is excellent, it is impossible for us to sell all the money, and it is always difficult to sell 20% of the goods. So make sure it doesn't show up? All the money earned is left over from the warehouse? And to ensure that the store has enough ideal profits, there are two key problems to be solved in commodity management. One is how to deal with these 20% unsalable goods, and the other is how to make the remaining 80% goods flow quickly. First of all, for these 20% unsalable goods, let's make a breakdown. We'll make a loss of 10% on the worst goods, even a 2-3 discount doesn't matter. If 10% goods don't make money, we will still make money. From this 80%, the sales loss caused by 10% worst goods was offset, so our goods as a whole also achieved 70% final profit. In addition, the exhibition area of specialty stores is always limited, and it is impossible for a style to be displayed and sold in the same place at the same time. Therefore, if we solve the sales problem of the 20% unsalable goods with the slowest turnover in the shortest time, it will naturally bring us extremely valuable opportunities and time to display and sell other goods. Therefore, it can be said for sure that the management of unsalable goods is the key to the success or failure of store commodity management, and the sales strength and speed of unsalable goods determine the sales strength and speed of the whole plate of goods! This is also the basic condition for a qualified boss and manager. Knowing this, we sometimes arrange a 2-3 discount? Sell it cheaply? Clothes are not difficult to understand.
Fourteen, as long as you do it right, wealth will naturally force you.
Take the National Day sales of Chunxi Road as an example. I usually encounter some strange phenomena at the checkout counter. When cashiers are as busy as a bee, they often receive calls from some counters or other personnel asking about the sales of Chunxi Road. Our manager often turns on the computer and pinch his fingers to estimate how much our task has been completed. I think we managers, during the golden sales time of the National Day, didn't look for it, found that we didn't do enough and were not perfect, and corrected it immediately. Instead, I asked others how much they had done and was busy watching the task. This is a kind of? Put the cart before the horse? Clinic. So, what is the right way to do it? I believe it very much. Giordano? Boss Liu Guoquan said: As long as you do it right, wealth will naturally force you to come! Selling 5 thousand today and 10 thousand tomorrow, of course, such wealth will not come rashly, but as long as you do it right, consumers and society will naturally give you an affirmation. If you want to be rich and powerful, of course, you have to make some real efforts behind your back. This is what Liu Guoquan thinks is right, including attaching importance to people and strict requirements on service and product quality. Just take us? Pure? For the brand, everyone knows it in recent years. Pure? It has developed rapidly, but her success is definitely not? Pie fell from the sky? Every step of her growth is devoted to all the wisdom and hard work from the boss to the employees, is everyone? Grab the port, build the image, grasp the goods, and focus on management? The fruits of long-term hard struggle and solid efforts.
There is an English saying in retail: retail pays attention to details. Retail pays attention to details. I want to change Liu Guoquan's words a little. As long as you do every little thing well, wealth will naturally force you to come? It may be more suitable for the store and more immediate! !
Fifteen, a win-win relationship will last.
Many of our bosses are used to the fact that the company has little money, and it is not advisable to think that the company has money or that it is profitable to do business with the company's money. The company is for you. Giving you appropriate support at the beginning is the nature of the company's service and the performance of trusting you. But after you make money, should you consider the company first? I bought a car and a house myself. What about the company's money? Let it drag! ! If so, I think even if there are other development opportunities, I'm afraid the company will not consider you again. Think about it, the company can't earn tens of thousands a year in your store, and it owes hundreds of thousands. A few more customers like the company, I'm afraid even the employees' wages can't be paid, let alone the brand management and development. There are so many customers! Forget about the company, tell us about our store! ! In recent years, many pure shops have been opened, including? Pure? With the promotion of popularity and sales performance, the port value of the street where the pure specialty store is located is also changing, which is a positive and good phenomenon. However, some of our bosses can't understand this. Some of our shops think that if you spend less money, you will definitely earn more. Often, in the end, they have a hard time with the landlord and are forced to part ways and lose this port. It's really not worth the candle! Imagine if you took the initiative to find the landlord before he wanted to talk and said, "I also made some money this year." As the saying goes, everyone earns money. I think the rent can go up a little. How about * * yuan? " How do you think the boss will react? I'm sure I can't thank you enough. It's very likely that he will be a good advisor and helper for you to grab the port and help you in your career! ! When others have realized the price increase, it will be too late for you to renew the lease! !
Speaking of cooperation, Li Ka-shing said something that should inspire us deeply. On one occasion, Li Ka-shing was invited to give a speech at Sun Yat-sen University, and college students asked him the secret of doing business. Li Ka-shing said he had no secrets in business. If so, what is it? I work with people. If it is normal to earn 10% and it is appropriate to earn 1 1%, then I only take 9%, so I have more and more partners all over the world? . And vice versa? Some people on our management team? Eating alone? Boss, and such a boss will inevitably lead to the loss of partners. As a member of the joining team, we must understand that only a win-win situation is a win-win situation, and only a mutually beneficial relationship will last. Emotion? And then what? Benefits? Only by surpassing ourselves in the world and sharing more benefits with others can we achieve greater success? Monopoly chain operation? .
Sixteen, ancestors, after the policy.
Even if you have the best store management method in the world, but there is no suitable person to perfect it, develop it and realize it, I am afraid these methods can only bear fruit. The soldier's grandson once said, therefore, a good soldier seeks power and does not complain about others, so he can choose people and use them. What are we emphasizing today? Be a man first, then policy? With my grandson? Selecting people for positions? Have the same effect. It is excellent talents who have achieved everything, not grand plans. It is excellent bosses and excellent store managers who finally create first-class performance and first-class stores. In the process of our store management, ignoring the human factor means that no matter how good the strategy and method are, it will be futile! !
Today, when I make a concluding speech for this sharing material, I have to remind you again that you should not expect what is written on it to be a panacea for store management and people-oriented. People-oriented, respect talents and attach importance to talents? It is the only way for a store to improve its performance and your business success.