How to increase the unit price of customers by furniture salesmen

Customer unit price refers to the single purchase amount of each customer in this brand store. In the case of constant passenger flow and turnover rate, it also plays an important role in promoting sales. The promotion of customer unit price is more direct and cost-saving than passenger flow and turnover rate, but the key lies in our implementation.

Methods of increasing customer unit price

Based on years of experience and market research, the author found that dealers and store managers will increase the unit price of customers from six aspects, which will have obvious effects.

1, product sampling combination;

The young man in the above case can sell for $300,000 because his department store has everything, which is the premise. The characteristics of the home building materials industry itself determine that it is not like the mass supermarket in the FMCG industry. It is relatively simple for FMCG industry to increase customer unit price. First, the price of its products is relatively small; Second, they are basically repeated purchases. There is basically no difference between buying one pack of instant noodles and buying two packs of instant noodles. However, the home building materials industry is different. He sells large products with relatively high prices, and the consumption cycle of each product is relatively long. For example, consumers in the cabinet industry cannot buy two or three sets at a time, install one set at home, and then prepare two sets for backup. Therefore, the home building materials industry basically sells a single product combination, and generally increases the unit price of customers by expanding the combination, which requires the product combination of dealers and store managers to be diversified, not only the main products, but also the combination of various supporting products. For example, the sofa industry also has furniture combinations such as coffee tables, TV cabinets, audio-visual cabinets, dining tables, dining chairs and sideboards; The cabinet industry should have a combination of hardware accessories and kitchen and bathroom appliances; Bedding industry should have beds, mattresses, bedding and so on, as long as it is related supporting products can have.

2. The improvement of professional quality of sales staff.

As mentioned above, the professionalism of sales staff can greatly improve the transaction rate. In fact, specialty is equally important for raising the unit price of customers. Because only by establishing a professional consultant image can we gain the trust of customers, and then customers will listen to the suggestions of salespeople and adopt the solutions provided by salespeople, especially designers in the customization industry, who are more important to improve the unit price of customers. There are generally two ways to improve the unit price of customers by using professionalism:

First, expand product mix and increase customer unit price; By selling more products to customers reasonably, for example, if a customer buys a sofa, the salesperson can use professional knowledge to sell all the products of the guest restaurant to customers; Customers come to buy cabinets, and sales staff can configure more drawers, and at the same time sell kitchen appliances such as range hoods, cookers and disinfection cabinets to customers; When customers buy wardrobes, they can also configure more drawers to sell bedroom products such as bookcases to customers.

Second, increase the unit price of customers through price upgrade; For example, the budget for customers to buy products is 10000 yuan. Through the professional explanation and matching of sales staff, consumers can accept products with 13000 yuan.

3, in-depth understanding of products, enhance confidence.

Matching products are generally not the core products of the brand, and consumers will raise various objections to this. Some salespeople generally don't recommend too much to customers for a smoother transaction because they lack in-depth understanding of supporting products. Basically, customers are willing to buy, not willing to buy. In order to reassure customers and successfully sell supporting products to customers, dealers and store managers must conduct detailed enterprise training on supporting products so that sales personnel can fully understand them. Only by knowing them, can we have confidence to sell, and as long as we sell with our heart, we will have the possibility of success.

For example, the European Group and Milan Home, where I once worked, have similar problems. A few years ago, European-style shopping guides were generally reluctant to sell kitchen appliances to customers, because they thought that European-style appliances were not as professional as Haier and Tai Fang. Under this circumstance, the European Group has greatly increased the confidence of the shopping guides through large-scale and series of electrical training, and the sales of European kitchen appliances have soared. So is Milan furniture. Due to the adjustment of panel furniture technology for a period of time, there have been many after-sales problems and out-of-stock situations, which have led to the extreme lack of confidence of shopping guides in the sales of panel furniture, and the sales volume has been declining all the way. After the company was informed, it conducted a series of large-scale training, and the sales volume gradually increased. Now the sales situation is very good, and the sales volume is similar to that of fabric sofas.

4. Sales awareness is more important than sales skills;

Consciousness determines behavior. To change a person's behavior, we must first change his consciousness. The young man in the case can sell 300 thousand dollars a day, and the key lies in his sales consciousness. Without this awareness, he may only be able to sell a pack of sanitary napkins.

The same is true of the sales of home building materials. If there is no sales awareness of the whole set of products, the shopping guide will definitely sell which products are easy to sell, and will never sell those seemingly marginalized products too much, because this may lead to missing the orders that should have been received, and all previous efforts will be wasted. For dealers and store managers, you must constantly remind your sales staff and even organize various competitions to enhance their awareness.

5, ladder commission incentive;

It is an eternal truth that leaders do whatever they assess, and it is also the fundamental place where performance appraisal can play its role. It is a good way to increase the unit price of customers by combining the whole set of product sales with the salary of employees.

The author found a case in Chengdu: the sales of a brand in 20 10 increased by more than 80% compared with 2009. In addition to the natural growth rate of the market and brand operation, it also plays a very important role in improving the unit price of customers. Zhang, the distribution boss, used different commission methods to stimulate employees to sell the whole set of products; Sell a set of sofa guide rails 1%, and the customer's transaction price will be 20% off; The price of sofa+coffee table+TV cabinet is raised to 1.2%, and the customer's transaction price is 7.5 fold; The price of sofa+coffee table+TV cabinet+dining table+dining chair is raised to 1.5%, and the customer's transaction price is 30% off. This method of grading shopping guide commission and customer transaction price not only stimulates the whole set of sales of shopping guides, but also gives consumers preferential attraction. Through double stimulation, the customer unit price has been greatly improved.

6. Customer secondary development.

There is a saying in the sales industry that selling products is only the beginning of sales. The connotation of this sentence is that sales staff should not only pay attention to this transaction, but also maintain customers, deeply develop customers, and strive for more consumption and recommendation. For a successful brand, the repetition rate of its old customers (re-purchasing or taking orders) should be maintained at around 30%, otherwise the market operation will be unsuccessful. How should dealers and store managers redevelop customers?

First, customers pay a return visit; For home building materials brands, we suggest to do a good job of telephone return visit three times a year to improve customer satisfaction with us. The first return visit time is within two days after delivery (installation) to the customer; The second return visit time is one month after the customer uses it; The third visit time is three months after the customer used it. Call back to find out the customer's usage and satisfaction. If there is any dissatisfaction, the local dealer should send professionals to deal with it in time and bring small gifts. If the customer satisfaction is high, ask the customer to make a recommendation.

Second, participate in activities; In future activities, we can include old customers, increase opportunities for interaction and further communicate feelings; If you can invite old customers to come and get a gift, you can let old customers participate in profit-making activities such as exchanging old ones for new ones.

Third, after-sales service; Haier has become a world-famous brand with its excellent service, which many of our dealers and store managers can learn from. In fact, after-sales service is not only a means to solve customer complaints, but also a means to improve customer satisfaction. The key is how we use it. For example, many dealers of Oupai Group set March as "service month" every year, and actively called customers to find out their usage status, and carried out on-site maintenance and adjustment, which not only actively nipped the problem in the bud, but also enhanced brand reputation and customer loyalty; Many dealers in Milan Home stipulate that their fabrics will have a free dry cleaning opportunity in sofa cover in the first year, and use this service to strengthen contact with customers; A dealer of a leather sofa brand stipulates that as long as the brand of leather sofa is purchased, the leather maintenance service will be provided free of charge once a year for three years. This is the use of after-sales service to enhance visibility and reputation, maintain and close contact with customers, and provide customers with opportunities to buy and refer again.

Fourth, SMS communication. Everyone wants to be taken seriously, and so do consumers. He chose to buy our products, hoping that we can remember them, not only show respect for them, but also take care of their face and increase the chances for customers to buy and refer again. In fact, there are three ways for brands to communicate with customers: door-to-door service, telephone communication and SMS communication. Door-to-door service is generally under given circumstances. Telephone communication should not be too frequent, which means harassment and customers can't accept it. At this time, SMS communication has become the best way of daily contact. Dealers and store managers can organize people to send holiday wishes at large festivals, or send a small paragraph every month to build a bridge of communication.

summary

Integrating resources to increase the unit price of customers is essentially the deep development of existing customers and the full use of human resources. People nowadays pay attention to intensive cultivation. Not only channels need intensive cultivation, but consumers also need intensive cultivation. Only by integrating these effective resources can we find opportunities and values and make full use of them, and sales will continue to grow.