Summary of Furniture Store Activities in Three Articles

The furniture store carried out related activities and summarized this activity. This article is a summary of furniture store activities, for reference only.

Summary of furniture store activities:

Raiders background

The development of furniture industry is closely related to the development of real estate and decoration industry. A market, the number of residential development, the amount of publicity investment and the effect of promotional activities directly affect the sales of specialty stores! With the increasingly fierce competition in the furniture industry, residential areas have become brands in some areas? Battlefield The store that pays attention to the investment of human, material and financial resources in the community has more sales returns, while the sales returns are less! The community is equivalent to one of the most terminals we sell, depending on how we develop and tap!

Those who win the community win the world, which is our profound summary of the experience, facts and data in the market! !

Second, the purpose of the activity

At present, many mature industries have invested a lot of manpower, material resources, financial resources and energy in the community and formulated a set of good activity plans, such as floors, ceramic toilets, decoration companies, solar energy and so on. At present, no brand in the furniture industry has summed up an effective activity plan, which can systematically carry out the promotion of the community. I only know that the community is important and strengthen publicity, but the publicity only stays on the surface and there is no further exploration. Through a lot of collection, thinking and innovation.

Three. Purpose and policy of the activity

Purpose: concentrate, guide accurately, break through key points and dig three feet!

Policy: Infiltrate into the corner and get familiar with the family.

Fourth, cell operation steps

1, community preparatory work: (very important)

1) cell information collection. Fill in the Community Information Registration Form

Just like a war, if the information is inaccurate or there is no information at all, the chances of this army winning are extremely low. In fact, this is especially true for community operations. It is common that many potential communities have been eaten by other brands, and we don't know yet. Content of community information collection: time/place/apartment type/turnkey nature, etc.

How to collect community information?

90% of community information comes from storefronts. As long as the store staff have this awareness, a lot of information will not be missed. Remember: store personnel should give information back to the store manager in time.

Salespeople in residential areas have the obligation to collect residential information in this area.

Leaders should take the responsibility of supervision, and every time they pass through a newly developed community, they can check whether they are registered. With the supervision in place, the execution of employees will naturally be strong.

2) Preheat the publicity when turning the key. You can let the property or real estate company use the key chain of xx furniture through public relations, and distribute small gifts and some publicity materials (xx information kit) when turning the key, so that customers can get in touch with Ourui furniture for the first time and understand xx furniture, paving the way for subsequent publicity.

3) Dimension diagram of community structure

Unit community: Since there are generally no posters in the unit community, we can take on-site measurement. Prepare for the follow-up publicity of the community.

Commercial community: it can be obtained directly from the sales office.

Note: the effect design will be carried out after obtaining the general drawing. Generally, a family can design 2-3 or more renderings. Pave the way for future publicity.

4) Do a good job in public relations.

You can hand over the keychain to the residential property or real estate company in advance to ensure that customers get in touch with xx furniture at the first time.

5) turnkey project site

At the turnkey site, there are 2-5 shopping guides (uniform tooling), xx furniture umbrellas and tents, and xx furniture promotion packages (promotional materials and small gifts), which deepen customers' goodwill towards xx furniture and can also play a propaganda role in the mid-term work of the community (advertising approach layout).

At present, the property management in many residential areas is relatively strict, so it is necessary for the business managers of residential areas to do some public relations work, especially during the activities of residential areas, we must find ways to make the property management of residential areas do a good job of clearing the field and keep the salesmen from other industries out of the door, so as to ensure that the intervention of people from other industries will not cause bad opinions of consumers during our activities. This is to pave the way for our follow-up work. This link is very important, and it has also become an obstacle for many salesmen not to play their level normally. Of course, the business level of salesmen should also be strengthened, and each link should be independent.

Image advertisement.

Choose one or more side walls with the best, largest and most eye-catching location in the community to make inkjet advertisements (enter the site immediately after the building is capped). Remember our motto? Does the biggest advertisement mean the biggest brand? First, establish brand height and enhance brand tension. Destructive advertising (density advertising).

In order to save costs, we can't maximize all the advertising spaces in the community, but we can take all the positions in the form of small advertisements (such as image painting, xx flag, etc.). Let the opponent have no position to advertise. How much can this operation do? The first brand? Very helpless.

Note: the unit card/green card/floor sticker/painting/colorful flag is a powerful weapon.

business development

The nature of the community determines the form of business development. Normal is divided into two types: unit community business development model and business community business development model.

Unit community:

X is suitable for group purchase mode (commonly known as group purchase): that is, special price is given at a specified time, and the price changes step by step according to the order size.

The address of the new tenant must be selected at the group purchase site.

Warm up normally on Thursday and Friday and buy on Saturday and Sunday. The preheating time depends on the specific situation. The longer the preheating time, the better the effect, and of course the labor cost will also increase.

The venue layout should be imposing and domineering, and audio equipment and video equipment are also needed. (See the list of club activities materials for details. ) there should be a special reason for group buying to explain. (See special notice for details)

Group buying information should be conveyed to every potential customer in various ways. Methods: Post group purchase notices at the entrance of new and old residential areas, stairs, office doors and bulletin boards; Publish group purchase information on the unit LAN.

Looking for a customer representative. Office director, trade union chairman, leaders, people who have certain influence in the work unit and enthusiastic people (that is, people who have worked in the unit for a long time and are older) are the best candidates for customer representatives. In addition, it is best to have a customer representative for each new house stair unit. Note: The quality and quantity of customer representatives will directly determine whether the group purchase is successful or not.

Pay attention to installing a set, and do a good job of soft service at the same time, and be sure to call back. Let every customer who chooses xx furniture only say good things and become our loyal and free? Salesman? .

Business community:

X is suitable for collecting model houses with limited time specials, and the number of households collected depends on the size of the community. If more customer orders have been obtained and there are channels to effectively convey the information of each prospective customer, then you can choose a group purchase time limit under the condition of full publicity.

Because the owners don't know each other, the overall business front will be longer, business will be more difficult to do, and it will be difficult to snowball like a unit community.

The working idea of commercial community: large-scale advertising entry; Time-limited special offer collection model house notice in place; Do you do it every weekend? experience

Type? Sales (trampling)

The business work of the business community is mainly based on publicity, relying on shops to collect orders (please see the special statement below).

X is a fixed vehicle to pick up and drop off customers (the higher the grade, the better), which can facilitate customers to arrive at the store immediately and reflect the distinguished service of xx furniture.

Verb (abbreviation of verb) community cost budget

The first step for each community to put into operation is to put the budget into the community. The specific cost of a residential area is determined by the following aspects: the nature of the residential area (unit house or commercial house), the average consumption level of the residential area, the total number of households in the residential area (total construction area), and the awareness of furniture consumption (often influenced by merchants' propaganda)

District publicity investment budget = number of households in the district? 15000 yuan/household? 1 %

Matters needing attention in community investment:

Unit community: The consumption level is high, the total area is large, and the consumption consciousness is good, so the manpower and material resources invested in these communities should also be increased accordingly. Prejudice, the sooner the community invests, the better, and the customer's first impression of the brand is the deepest.

Don't deduct the estimated input cost of the community at will, because the input-output of the community is not as normal as we thought.

Increment. If the early operation is done well, the customer role of signing the bill is amazing, and the amount of time will change qualitatively.

Six, community staffing

The store is equipped with 12 full-time community workers. Personnel requirements: lively and outgoing personality, strong affinity, strong communication skills, mature and steady, hard-working, strong willpower, suggestions: can be hired from other home building materials industries, or middle-aged women.

Remarks: After the daily report, the exclusive store will go to the community for publicity, and conduct long-term publicity and tracking on the recently locked community, so that all residents in the community can understand and be familiar with it. Salary distribution, suggestions are linked to the sales of the whole community, and suggestions, implementation and inspection are combined with the daily publicity work of the community.

Established: community publicity and after-sales tracking department: follow up after installation. After installation, 1. Home furnishing and other services; 2. clean; 3. Gifts and decorations; 4. Follow-up of repurchase.

Seven. activity

(1) Mastery, collection and collation of market community information

Where is our battlefield? Not in a specialty store, but in a residential area, so the person in charge of our specialty store should often visit the market to get a detailed understanding of the newly-built residential area, grasp the construction situation, consumer groups, delivery time, decoration time and moving time of the residential area, make a systematic analysis, establish a memorandum table and establish a timetable (see attached table 1). Collection channels: home building materials peers, specialty stores and community personnel visit;

(2) establishing business alliances and uniting forces;

Before handing over the keys in the community, select 1 local best partners for each industry in the real estate home improvement industry, such as floor, ceramics, bathroom, solar energy, decoration company, wedding photo studio or property management company. Green home improvement industry alliance? To form a strong alliance and communicate with real estate developers, only unity can attract attention and have momentum (this alliance can set up an alliance website in the local area, and can often meet, learn, share resources and engage in joint promotion, mutual assistance and promotion activities. )

Community advertising campaign

After reaching an agreement with the community, advertisements should be placed according to the consumption, number and location of families in the community. Advertising is not necessarily a brand, but the brand must be promoted. In the eyes of consumers, the more publicity, the bigger the brand? ! There are people in the community and the person in charge of the store to implement it quickly.

Advertising form:

Large-scale outdoor advertisements such as interior walls, units, and building walls in residential areas (painting, product pictures, and real-life design according to apartment type); Floor stickers, unit cards, building number plates, residential property signs, garden cards, unit property bulletin boards, stair stickers, fire signs, public security cooperation cards, lamp poles, environmental protection boxes, property display racks, sun umbrellas in security offices, etc. See the needle, business opportunities are everywhere);

Exterior wall of the community, all optional advertisements that can be executed around the community;

Cooperate with residential housing developers, decoration companies, ceramics, bathrooms, electrical appliances, floors, etc. Promote the decoration of model houses; Emphasis: advertisements don't have to be big, but they must be many, covering the whole and showing the brand momentum;

(d) residential sales options

According to the house type, consumption capacity and product series, several sets of product sales plans are formulated.

(5) Open or deliver the key.

When locking the opening of the community or delivering the key, carry out joint promotion in the community and carry out large-scale brand promotion activities.

Implementation details:

Promotion activities, the alliance can participate in * * *, mainly using our brand;

On the day of publicity, sufficient resources, etiquette shopping guides (ribbons are needed), key chains, file bags, alliance discount cards, lottery tickets, gift coupons, lottery tickets, leaflets on preferential policies in the community, etc. Distribute them to the residents of the community.

Publicity methods: leaflets, banners, booths, facade paintings, umbrellas, tables, rainbow doors, floating balloons, colorful flags, picture books, televisions, DVD players, and decoration ladders.

When distributing information, be sure to collect the list of residents in the community. This is the best time to collect the list of residents.

Jointly do large-scale celebration performances (we can do it together, and our brand can be promoted separately); It is required that the atmosphere of the site must be strengthened;

At the same time, you can transfer to the store by car.

(6) Stationed personnel

After the house is handed over, a large number of residents will decorate the house. In this process, residents will follow the whole process, stay all day, set up tents or rent garages in the community, or set up desks, publicity materials, computers, drinking water and so on. In the completed decoration model room;

Personnel job requirements:

1)24-hour defense, can't leave the community except for eating;

2) Establish relationships with residents' homes, assist customers in decoration work, and get to know more than 90% residents in the community;

3) Maintain the original advertisements and put forward suggestions on advertising investment;

4) Grasp the competitive brand information and report it in time;

(7) xx Furniture Community? VIP customer seminar

During the handover and renovation of the community, Saturday and Sunday will be chosen to hold a VIP customer symposium for a specific community in xx. Steps:

Step 1: 1? 3 times SMS promotion, (SMS content is mainly based on? Tips? Common sense of furniture environmental protection? Blessing? Such as warm content).

Text content: 1) All your struggles are for health and family, please take care of your health and family! Friends around you xx furniture tips;

2) Home and everything, every day of a good life! Xx Furniture Life Museum is a trustworthy friend around you.

3) Fast, convenient, enthusiastic, sincere, enthusiastic and go all out! Xx service tenet;

4) Eight Happiness: After a long drought, I met an old friend in a foreign country and spent the night in the bridal chamber. Gold nomination, promotion, financial resources rolling in. My family and body are healthy, and I like my family. Warm wishes from xx furniture;

5) Lock the target and focus on repetition! The Analects of Confucius discusses the success of xx furniture:

Work is first of all happy, worthwhile and successful! Xx furniture warm Analects of Confucius;

Success is doing simple things again and again! The Analects of xx furniture.

6) Modern success does not harm the interests of others, but the greatest success is a win-win situation! Xx furniture warm Analects of Confucius;

Step 2: Identify the personnel, distribute invitations, gift certificates, coupons and lucky draws (one letter and three coupons), and invite them to participate in the community VIP customer symposium.

Step 3: Telephone communication.

Telephone content: Hello! Ok, excuse me? Sir? Am I disturbing you? Let me introduce myself. This is Xiao from xx Furniture Life Museum. We recently bought a new house from you? Community, launched preferential activities, selected some important representative customers and invited them to our life hall to participate in our VIP customer symposium. Please have a look. Has our invitation been delivered to your home? Or the unit? (Get a reply), OK, thank you! Good luck with your work!

Step 4: SMS reminder on the first day of the activity.

Content of short message: Dear Sir, where is xx Furniture Life Museum scheduled? Month? A special VIP customer symposium will be held at 00: 00, and you are cordially invited to attend! Your friend: xx furniture

Step 5: store preparation: rainbow doors are placed at the door, and the door heads are made and released? Xx furniture xx community VIP customer symposium. Contact the floor company in advance, build a floor model in the store, and choose furniture according to the color of the floor;

Prepare to make several sets of overall living room, bedroom, juvenile and dining room purchase plans according to the apartment type and decoration style of the community; The store decorated the atmosphere with balloons, set up a special rest area, hung with fruits and snacks, and distributed gifts;

There is a special person responsible for taking care of the children;

The store is equipped with a projector or TV set, which plays the community introduction, real scene, apartment type, xx furniture introduction and product introduction, and uses furniture to explain the light music of decoration style;

Specially broadcast VIP customers' special preferential advertisements (emphasizing time, preferential policies and targeting people) to facilitate the signing of bills;

Arrange hotel meals, track each table by special personnel and negotiate business;

Organize lottery to explain product knowledge. (Don't stay too long, so as not to make customers feel disgusted.)

(eight) professional tracking services

Execution steps:

1) After the installation is completed, the installation technician will set up a professional service team to clean, adjust, place and decorate the ornaments by special personnel;

2) Strengthen the promotion of other products;

3) Set up a signboard at the entrance of the first floor of the installed unit: The building is under construction, and I apologize for not bringing you any changes! Complaint Tel: 12345678 (with xx brand logo)

Eight. Community party

1) When the occupancy rate of the community reaches 50% and the sales of my brand reaches 30%, we will hold a gala in the community together with the community property to promote more community sales;

2) Purchase customers, provide gifts, maintain furniture, follow up services, establish word-of-mouth publicity and guide re-purchase.

Summary of furniture store activities II:

First, famous furniture is sold at a discount.

To celebrate the opening of the second phase of Furniture City, Furniture City introduced fashionable new styles from Dongguan, the largest furniture production base in China, and manufacturers made profits jointly, which triggered the first well-known brand discount storm in the furniture industry, with 3-5 discount for the whole audience and 25 18 yuan for suite furniture! Famous brands, really so cheap!

2. Happy Shopping Award (April 20th-May 10)

During the activity, those who spend more than 500 yuan in Furniture City on that day can participate in the lucky draw once, and those who spend more than 1000 yuan can participate in the lucky draw twice, and so on. Buy more, win more, and not be blocked.

Award setting (100% award):

First prize: 2 winners, brand-name refrigerator 1 set.

Second prize: 5 brand-name electric vehicles each.

Third prize: 30 brand-name bicycles for each prize.

Fourth prize: 50 people each with a beautiful electric kettle.

Thank you prize: several cups or a beautiful basin are awarded for each prize.

Third, value-added services alternate between old and new.

For the convenience of consumers, Furniture City provides services such as trade-in, furniture maintenance, door-to-door delivery and common sense consultation on furniture purchase. The best discount for old furniture is 500 yuan.

Fourth, floor maintenance and sanitary delivery.

During the activity, you can enjoy free consumption of 2000 yuan in the furniture city? Home of life? Floor maintenance once, per person per household, only solid wood floor, transferable.

V. Guessing Prize of Furniture Price (May 1)

On the day of the event, a wonderful cultural performance will be held in the square in front of the furniture city, and the audience will have the opportunity to participate in this activity. The one with the closest price will win and get the 50 yuan Prize. Performance time: on the morning of the event 10: 00.

Summary of Furniture Store Activities III:

Sales is a process. Getting the customer's contact information means that the customer is willing to include you in his choice plan, which increases the possibility of successful sales. Stores are the most important units to collect customer information, so it is necessary to strengthen the collection of store information. The summary is as follows:

First of all, in terms of furniture expertise:

1) product knowledge: strengthen the familiarity with the production technology, material characteristics, specifications (including fabrics and products), production cycle and delivery date of office furniture products. Understand the use, maintenance and repair knowledge of products; Understand the relevant situation of competitive products in this industry;

2) Company knowledge: In-depth understanding of the cooperation background, product production capacity, production technology level, equipment, service mode and development prospect between the company and other furniture manufacturers.

3) Customer demand: Understand the consumption psychology, consumption level and basic requirements of furniture buyers (including potential customers) for producing products. 4) Market knowledge: Understand the trends and changes of the furniture market and the purchasing power of customers, and conduct market analysis in different regions.

5) Professional knowledge: further understand other technical knowledge related to furniture, so as to better communicate knowledge and business scope with different customers, and understand the changes of design thinking of different decoration design companies in the new year, so as to better cooperate.

6) Service knowledge: understand the basic etiquette of receiving and meeting guests (pay attention to the taboos of foreign guests and social knowledge about nationalities and religions), and handle documents seriously, seriously and quickly; Effective use of body language (including posture, language, movements, etc. Passing information is an effective way to gain trust.

Second, their own sales culture:

1) Psychological testimony at work. Under the leadership of Mr. Pang and Mr. Pang, I have carried out a series of basic quality training such as strengthening self-awareness, self-analysis, customer analysis, signing skills and backstage support, which has made a more comprehensive preparation for me to know and face different negotiation skills of different customers in future sales. I will definitely think of you when I get a high salary, and I will definitely thank you with my actions. You all gave me opportunities and platforms for development. It is precisely because I have learned a lot of sales skills from you, improved my negotiation ability, and based on these previous experiences, I believe that I can grow independently in my post more smoothly in my future work. In the course of my work, I have grown a lot with the careful training and example of the two leaders. Thank you for your help in my work. These are the accumulation of my knowledge and wealth.

2) Adjustment of professional mentality. A salesman's day should start at the first sight in the morning. Every morning, I will wake up from the cheerful and radical alarm, and then greet the day's work with a full of energy and happiness. If I have less experience than others, then I am more honest than others; If I don't have as many lists as others, then I am better than others.

3) Development of key customers. Here I want to say: I have classified all my customers; If there are customers such as AB, I will treat the customers of Class B as Class A, so as to have one more Class A than others, and one more Class A will give me one more chance. Visit customers at least three times a week. I think attacking customers is the same as setting goals. First of all, we should focus on becoming customers. Only in this way can we achieve results. When the key customer approves, I will shift my energy to the second key customer.

4) Training of signing skills. ? How to get customers? Tracking customers? Business negotiation? Scheme design? Successfully signed the bill? After-sales installation? After-sales maintenance? Interpersonal maintenance? Waiting for this series of processes, although I have been in the company for three months, it's a pity that I haven't signed any orders. We need to strengthen our understanding of such a process.

5) Shortcomings in your own work. Business experience is not rich enough, and the toughness and business skills of salesmen need to be broken. I hope to improve my own shortcomings as soon as possible, give play to my own advantages, lay a good foundation for future sales business, and improve my self-confidence and business sales ability. I want to practice and summarize in my future work, actively learn and consult the business knowledge of old salesmen, and improve my sales skills as soon as possible.