Many salespeople are worried about what to do with their poor performance, or even no performance. At this time, analyze the reasons for their poor performance and understand why their performance is bad? The following is the analysis and summary of the reasons for my poor performance. I hope you like it!
1. The number of potential customers in hand is not large.
(1) Do not know where to open to potential customers;
(2) Failed to identify potential customers;
Because developing potential customers is a time-consuming and labor-intensive work, some salesmen are unwilling to develop potential customers and are only satisfied with dealing with existing customers. This is a suicidal practice. Customers often leave you for a variety of reasons,
In this way, if the salesman can't constantly develop new customers to supplement the lost customers, the number of customers in the hands of the salesman will become zero in 4-7 years.
Sales management summary: self confidence is the foundation, and the amount of visits is determined.
2. There are many complaints and excuses.
Salesmen with poor performance often complain and have many excuses. They often attribute the causes of failure to objective aspects, such as conditions, the other party and others. They have never reviewed their responsibility for failure from the subjective aspect. They often mentioned complaints and excuses, such as: "this is the wrong policy of our company." our products, quality and trading conditions are not as good as those of our competitors. "
Sales management summary: no reason, no excuse, just talk about methods!
3. Dependence is very strong.
Salesmen with poor performance always put forward various requirements for the company, such as raising the base salary, travel expenses, overtime pay, etc., and often compare other companies, "how high the base salary of the company is" and "how good the welfare of the company is". People with this tendency are not qualified to be an excellent salesman.
Summary of sales management: be independent, dare to try and make mistakes, and start over!
4. No pride in work.
Excellent salesmen are very proud of their work. They strive for business work as a career. How can a salesman who lacks self-confidence achieve good performance?
Sales management summary: I am proud of everything I do, because a little progress every day is success!
5. Don't keep your promise.
Although some salesmen can speak well, their performance is poor. They have a common disadvantage, that is, they "don't keep their promise". I forgot what I promised the customer yesterday. The most important thing for salesmen is to pay attention to credit, and the most powerful weapon to win the trust of customers is to keep their promises.
Summary of sales management: don't make random promises, and do what you say.
6. Give up halfway.
The problem with underperforming salesmen is that they are easily discouraged. Business is a marathon race. You can't succeed just on impulse. Only by giving up the belief of success and pursuing it unremittingly can we achieve our goal.
Summary of sales management: adhere to the combination of + good methods, the world has its own justice, and pay back!
7. Not enough care for customers.
The key to successful sales lies in whether the salesperson can grasp the hearts of customers. If he is not good at observing words and expressions, the business will not be concluded. Salesmen should not only understand the subtle psychology of customers, but also take action about choosing the right time. This needs to know the situation of customers like the back of your hand!
Summary of sales management: those salesmen who don't care about customers can't grasp and create opportunities. Customers are your parents, how can you ignore them?
1、 Passenger flow
The so-called passenger flow refers to the number of people who pass through the store within a certain time based on the store address, and this number belongs to our target consumer group. Here, I would like to remind you that the passenger flow is different from the passenger flow. The passenger flow refers to the customers who do not belong to our target consumption.
The influencing factors of passenger flow generally include: weather, location, promotion, activities, etc
Lifting method:
1. Make a pivot table according to the daily sales receipt, directly determine the peak and downturn of sales performance, and find out why there are peaks and depressions. Then according to this trend, make different marketing strategies in different stages.
2. The store should make the theme of the activity every season, and publicize it in a prominent position at the door (e.g. window, throwing table, etc.) to increase the passenger flow.
2、 Store entry rate
The so-called store entry volume refers to the total number of people entering the store, and the store entry rate = number of people entering the store / passenger flow_ 100%. The rate of entering the store can directly reflect the quality of the store atmosphere. If it is well built, the rate of entering the store will be relatively high. If the construction site is general, the rate of entering the store will be relatively low.
Influencing factors: brand influence, store image, store atmosphere, window and gold display area.
Lifting method:
1. Store lights are adjusted. Some stores will turn off some lights because of the boss's "increasing revenue and reducing expenditure". It is suggested that the store lights should not be turned off even when there are no guests, which will give customers a bad shopping atmosphere.
2. The tone control of the store is mainly adjusted through display. When making display, there should be theme and main tone.
3、 Experience rate
The so-called experience rate is the probability that customers experience products in the store. Experience rate = number of people experiencing / total number of people entering the store.
Influencing factors: sales skills, display, service, etc
Lifting method:
1. In combination with the sales situation in the region, the products (price, performance, appearance, etc.) suitable for local consumers will be displayed in order to enhance customers' interest.
2. By enhancing the sales skills of employees, make a short and effective sales term when there are marketing activities in the store, so that employees can enhance the desire of guests to experience the product through this sentence.
3. Constantly tell employees that they must improve customers' desire to experience products, because the experience rate determines the purchase rate, so that salespeople can actively and enthusiastically guide and encourage customers to experience products.
4、 Turnover rate
The so-called transaction rate is the proportion of the number of transactions. Transaction rate = the number of transactions / the number of people entering the store
Influencing factors: sales skills, employees' familiarity with products, marketing plan, etc
Lifting method:
1. Employees should be fully familiar with the products, be able to do a good job in sales according to the service process required during training, and be able to deal with the objections of salespeople and customers.
2. Strengthen the training of new employees. As a store, the store manager must give short training to employees every week, the district manager must train the store managers in his own area every month, and the whole sales system must do a comprehensive training every quarter.
3. For the marketing activities issued by the company, the store manager must organize the members in the store to learn, and ensure that everyone can fully understand the whole marketing activities. In the process of sales, we can make appropriate use of marketing activities to improve the transaction rate.
5、 Continuous order rate
The so-called continuous order rate is the proportion of the number of customers who buy two or more models in the total number of transactions in the statistical time. Continuous order rate = the number of people who consume two or more models / the total number of transactions
Influencing factors: salesperson's awareness of additional promotion, store display, etc
Lifting method:
1. When displaying in the store, pay attention to the matching display, so that the salesperson can timely and effectively make additional sales promotion when doing sales; Set up accessories display area near the cashier to facilitate additional promotion in the cashier industry; At the same time, additional displays can be made in the rest area and other areas where customers stay for a relatively long time.
6、 Return rate
The so-called return rate refers to the proportion of customers entering the store again. Through this data, we can intuitively reflect the composition 2 proportion of store performance. Now many companies are promoting VIP. If a store pays attention to the development of VIP, the return rate will generally be high.
Influencing factors: the after-sales service of the salesperson, the location of the store, etc.
Promotion method:
1. After sales service must be serious and responsible, have a good attitude, actively solve customers' problems and establish a good brand image.
2. Send activity information to regular customers on holidays and promotion days.