November 14, 2013 business coach.

WOW - SALES

Door sales training "Doors are easy to sell!"
I offer door sales training services. This is the first specialized training for sales of interior doors, demonstrating door sales techniques.

• Guaranteed commercial result:
• increase in conversion by 50-70%;
• an increase in the average check by 20% for experienced sellers, by 40-60% for beginners;

increase in total sales - count for yourself.

These results are the result of assessing the effectiveness of trainings that were conducted for the Agora company in Yekaterinburg in 2013.

Training program

• How to achieve success?
• Implementation of the achievement strategy - movement FROM - TO. (FROM avoidance TO achievement)

Now a seller. So what is next? Planning a sales career in a company

Transformation of limiting beliefs into expanding ones (it was: “This is impossible”, it became: “Everything is possible!”)

• Introduction to sales.
• Specifics of door sales - “long” sales
• Consumer behavior model of a Client choosing doors

Door sales algorithm - step-by-step instructions

• How to gain the Client's trust?
• Trust is the main reason why people buy or don't buy.
• Types of clients - cold (only plans repairs), warm (does repairs), hot (knows what he needs). Techniques for working effectively with each type of client, algorithms for working with each type
• Establishing contact with the client: non-verbals as part of communication - where to be? What should I do about this? how to approach a client? Techniques for establishing contact - replacing the banal “help you” and “prompt you” with innovative and truly effective techniques

(was: “Can I help you?”, became: “Are you having renovations or are you looking for doors for the future?”

• What to ask a potential buyer?
• Questions as a tool for influencing the interlocutor - stupid questions = negative influence, reasonable questions = managing the client’s actions
• Types of questions - universal (to which they will never say “no”; main ones (revealing the leading need); questions that reveal the need, etc.

How to provoke the Client’s desire to own the product?

• What should and should not be told to clients about doors?
• Application of the AIDA concept is a way to manage client perception (check it out on YouTube "Mercedes with death", look at this advertisement, it is made according to AIDA. Your presentations can be just as cool!)
• Technique “SV” (property-benefit). Transforming product characteristics into benefits for the customer.
• “Anchor” technique - “anchoring” benefits using questions (technique of influencing the client)
• “Tell me yes” technique - questions that provoke the client to agree with the seller
• “Beautiful Stories” technique (client persuasion technique)
• “Strong-medium-strongest” technique
• Ways to compare two similar products (how to answer the client’s question: “Which doors are better?”)

Calculation of complete set and order cost

• How to make the correct calculation of door configurations in accordance with measurements?
• How many extenders will you need? Equipment options
• How to influence the cost of an order by varying its packaging?

How to convince a Client?

• False and true objections or how to deal with customer excuses
• Algorithm for working with objections - 5 sequential actions that will allow you to work out any objection
• Working with “difficult” objections (expensive, cheaper in other stores, long wait, I’ll think about it, I need advice

How to sell custom doors?

• Selling measurements as an opportunity to sell doors
• How to get a client's phone number? How to bring a client to a deal over the phone?

How to direct the Client to the cashier?)

• Reception "Questions"
• Reception "NO"
• "I need to think" technique
• Reception “Silence is a sign of consent”
• Reception "Interest"
• “Conditional closing of a deal” technique and other techniques.

The total duration of the training is 16 hours - 2 days.

At the end of each training block, participants complete practical exercises to develop sales skills.

If the training provides a corporate format, then the program is adjusted to the needs and business results of the customer.

Instructions

Before entering the market, study consumer demand for certain types of goods sold. Find out which doors are in greatest demand (wooden or metal), which brands sell well and which don’t. Find out the most popular samples in each type category: best-sellers among iron and wooden doors, among entrance and interior doors, etc.

Calculate the profitability of your business. That is, will your costs be recouped, what prices must be set for the goods so that trade is not only profitable, but also competitive.

Make a grand opening of your store, announce it a few days in advance through the media. Decorate the entrance with colorful balloons, promise gifts to the first 100 customers, organize some kind of competition, for example, a competition for the best children's drawing “Our house is the most beautiful,” etc.

Carefully select service personnel, pay attention to their training, and introduce a uniform style of uniform. Keep in mind that a lot depends on the design of your store. Think over and develop an interesting sign and an original style for presenting the interior.

In addition to selling doors, offer related products: locks, door handles, hinges, etc. Give customers the opportunity to independently select such accessories on some product samples.

Add door delivery and installation experts to your store's service staff. Organize special discounts for your customers. For example, you can place the following ad: “If you buy a door in our store, the cost of its delivery and installation by our specialists will be 30% lower than the city average.”

Don't lose touch with your customers. Give them discount or other types of cards that give them the right to a discount in the event of a repeat purchase, etc.

Owning a door showroom is not a very expensive business and is designed for a stable profit. Select the optimal assortment, add additional services to the price list and organize affiliate programs. All this will set you apart from your competitors and significantly increase sales.

You will need

• - IP status;
• - premises for a store;
• - staff;
• - inventory;
• - trade equipment and cash register;
• - money for business development.

Instructions

Selling doors is not such a simple business. You need to have a good understanding of suppliers and models, be able to conclude profitable contracts, and know what is in demand among buyers. To become a professional in the door business, get a job as a salesperson in any similar salon - six months of work will be enough to understand the nuances of trade.

Find a suitable room. A door showroom aimed at retail customers should be located close to a busy highway, on a street with good pedestrian traffic.

Create an assortment. Choose manufacturers who produce models that are optimal in terms of price and quality. The cheapest doors are usually the most popular among buyers, but selling them alone is unprofitable. Supplement the interior assortment with a sufficient selection of entrance doors - this is the most profitable position for the seller. Some exclusive goods can only be sold to order, through catalogues.

The usual conditions for new retailers are payment upon delivery or prepayment. Once you have proven yourself, you may be offered a deferred payment plan.

Calculate retail prices for goods. The markup on doors starts from 30% and reaches 100%. The cheaper the model, the higher the markup on it. For goods from popular and well-known manufacturers, keep the city average prices; new items can be sold at a higher price. Provide discounts for bulk purchases and bonus services for regular customers.

To open a profitable business, selling doors would be a good option. This type of business can also be complemented by the sale of accessories, which will allow customers to buy everything they need in one place. An interior and entrance door store is one of the promising business ideas that can become a source of permanent income for its owner.

Market analysis

By type, doors are divided into:

1. Input.
2. Interior.
3. Special.

Entrance doors are large and heavy structures that are equipped with locks and bolts; at the client’s request, video surveillance equipment can also be added. Installing and delivering entrance doors is a more difficult task, unlike interior doors, which is why they are sold as they expand.

• bathrooms;
• toilets;
• kitchens

As for luxury furniture, buyers of these types of goods most often visit construction supermarkets, and do not pay attention to small enterprises. Based on this, you need to start opening an interior doors store after analyzing the market and retail space. As a result, you will be able to:

1. Make a list of the largest enterprises selling doors.
2. Find the addresses of manufacturers that are located closest to you in order to purchase wholesale goods.

Registration of business organization

To start a business from scratch, you must register as an individual entrepreneur or LLC. The best option would be to open an individual entrepreneur, since this type of work does not require any permits.

The premises and its location

The store can be located either in a residential area or in a shopping center. Pay attention to this point:

1. If you decide to open a store in a residential area, then you need to conduct a large-scale advertising campaign.
2. If an entrepreneur wants to save on advertising, then shopping centers have much more visitors, you can spend much less on advertising, but you will have to pay more than 4 times the rent.

It is necessary to find a middle ground and place the assortment in small quantities. A room of 30 square meters is suitable for sales. m.

Equipment

In order to equip a retail outlet, you should purchase furniture and household appliances:

• chairs;
• tables;
• computer;
• Printer.

When renting premises in a shopping center, you don’t have to spend money on repairs; you will need to buy door samples from the supplier and door catalogs.

You can supply more than 20 doors for an exhibition, and sell others from catalogues. The exhibition should include the most popular and popular models. The goal of any business is that customers must be given the opportunity to see what you are selling so that they can order the model they are interested in.

Range

Ideally, a wholesale company should provide several types of interior doors:

1. Laminated. Such doors are covered with paper film; this is a very popular product, because its main advantage is its low price point. The most popular shades for these doors:
   • wenge;
   • bleached oak;
   • Italian walnut;
   • Milanese nut.
2. Eco-veneer. This is a propylene film that resembles a wood structure. This type is more environmentally friendly than PVC doors. The most famous supplier of eco-veneer doors is Profil Doors. Popular shades:
   • bleached oak;
   • cappuccino;
   • sienna nut.
3. PVC. Doors made from PVC differ from others because they have plastic coverings to which you can choose absolutely any shade. The advantage of these doors is that they are not exposed to moisture and are wear-resistant, and PVC doors are supplied at a low price.
4. Veneered. These doors are covered with a thin layer of wood. Thanks to the veneer, the door looks natural, although in most cases it is just a hollow frame inside. A good advantage of these types of doors is:
   • environmental friendliness;
   • aesthetic appearance;
   • price.

The downside is that each batch may have different colors. If you ordered 3 doors and a month later you needed to buy another one, then the shade may be different from others.

Entrance doors for a store should be ordered from Russian as well as Chinese manufacturers. The most popular of the latter are:

1. Domino doors made of thin steel.
2. Doors "Yoshkar", insulated min. cotton wool

It is not recommended to display a large number of Chinese doors; it is better to offer them from a catalogue.

Among the manufacturers in Russia, companies from:

• Saratov;
• Novosibirsk.

Metal doors should be purchased for the exhibition in quantities of 5 pieces, and the rest should be offered from catalogues. You can additionally offer arches of 2-3 pieces to them. To place all the specimens in a small area, you will need a retractable door exhibitor measuring 21 square meters. m., on it you can:

1. Secure all interior metal doors.
2. Place samples along the walls or mount them for a more aesthetic appearance.

In addition to doors, finishing materials should be offered:

• platbands;
• boxes;
• door handles.

Staff

At the beginning of business development, you should not recruit a large number of employees:

Another option is to contract with door installation companies. Working with other organizations, you can:

• improve your service;
• offer visitors an additional service;
• Earn interest on any installation order, eliminating the cost of additional personnel and transportation costs.

Advertising

1. In newspapers.
2. Posting advertisements on the streets.
3. At stops.
4. At the entrances.
5. In the underground.
6. In the Internet.

The most effective way would be to spend a large amount of money on advertising, and then reduce this cost as your business expands. For those clients who will come to you more often, as well as for wholesale and large customers, you should create a system of discounts and bonuses. Then they will always come to your store, then you will be provided with a constant income.

The system might look like this:

• Regular visitors who make more than 2 orders per year can be given a discount of up to 10%;
• for buyers ordering assembly of more than 5 doors - a discount of up to 5%;
• additional discounts can be offered to more in-demand customers;
• You can also discount heavily on unsold items to sell them.

Financial component of business

Opening a door store is a profitable business that does not depend on the season. Before investing your money, you should draw up a detailed business plan that will describe:

• potential costs;
• income;
• payback period.

Cost of opening and maintaining

Initial costs include:

The initial investment will be 590,000 rubles. Monthly expenses may include:

• rent – ​​60,000 rubles;
• remuneration of employees - 60,000 rubles;
• tax deductions – 8,000 rubles;
• other expenses – 15,000 rubles.

The monthly expenses of the retail outlet will be 143,000 rubles.

Amount of future income

In order to calculate the future profit from the sale of doors, you should take into account the average cost estimate for doors, which is 243,000 rubles. One visitor can buy on average 3 doors. As a result, it turns out that the profit per person is 13,500 rubles. The markup should be 30% of income, for the year - 4,050 rubles. from the client.

Payback period

Investments in opening a store, if calculated correctly, should pay off within six months of activity. When starting a business, you need to give preference to furniture that is popular among the population, and also set a low price point.

As the store expands and a good flow of customers develops, you can begin to sell special doors (for non-residential buildings) and interior doors. Production can be carried out upon pre-order.

November 14, 2013 business coach.

WOW - SALES

Door sales training "Doors are easy to sell!"
I offer door sales training services. This is the first specialized training for sales of interior doors, demonstrating door sales techniques.

• Guaranteed commercial result:
• increase in conversion by 50-70%;
• an increase in the average check by 20% for experienced sellers, by 40-60% for beginners;

increase in total sales - count for yourself.

These results are the result of assessing the effectiveness of trainings that were conducted for the Agora company in Yekaterinburg in 2013.

Training program

• How to achieve success?
• Implementation of the achievement strategy - movement FROM - TO. (FROM avoidance TO achievement)

Now a seller. So what is next? Planning a sales career in a company

Transformation of limiting beliefs into expanding ones (it was: “This is impossible”, it became: “Everything is possible!”)

• Introduction to sales.
• Specifics of door sales - “long” sales
• Consumer behavior model of a Client choosing doors

Door sales algorithm - step-by-step instructions

• How to gain the Client's trust?
• Trust is the main reason why people buy or don't buy.
• Types of clients - cold (only plans repairs), warm (does repairs), hot (knows what he needs). Techniques for working effectively with each type of client, algorithms for working with each type
• Establishing contact with the client: non-verbals as part of communication - where to be? What should I do about this? how to approach a client? Techniques for establishing contact - replacing the banal “help you” and “prompt you” with innovative and truly effective techniques

(was: “Can I help you?”, became: “Are you having renovations or are you looking for doors for the future?”

• What to ask a potential buyer?
• Questions as a tool for influencing the interlocutor - stupid questions = negative influence, reasonable questions = managing the client’s actions
• Types of questions - universal (to which they will never say “no”; main ones (revealing the leading need); questions that reveal the need, etc.

How to provoke the Client’s desire to own the product?

• What should and should not be told to clients about doors?
• Application of the AIDA concept is a way to manage client perception (check it out on YouTube "Mercedes with death", look at this advertisement, it is made according to AIDA. Your presentations can be just as cool!)
• Technique “SV” (property-benefit). Transforming product characteristics into benefits for the customer.
• “Anchor” technique - “anchoring” benefits using questions (technique of influencing the client)
• “Tell me yes” technique - questions that provoke the client to agree with the seller
• “Beautiful Stories” technique (client persuasion technique)
• “Strong-medium-strongest” technique
• Ways to compare two similar products (how to answer the client’s question: “Which doors are better?”)

Calculation of complete set and order cost

• How to make the correct calculation of door configurations in accordance with measurements?
• How many extenders will you need? Equipment options
• How to influence the cost of an order by varying its packaging?

How to convince a Client?

• False and true objections or how to deal with customer excuses
• Algorithm for working with objections - 5 sequential actions that will allow you to work out any objection
• Working with “difficult” objections (expensive, cheaper in other stores, long wait, I’ll think about it, I need advice

How to sell custom doors?

• Selling measurements as an opportunity to sell doors
• How to get a client's phone number? How to bring a client to a deal over the phone?

How to direct the Client to the cashier?)

• Reception "Questions"
• Reception "NO"
• "I need to think" technique
• Reception “Silence is a sign of consent”
• Reception "Interest"
• “Conditional closing of a deal” technique and other techniques.

The total duration of the training is 16 hours - 2 days.

At the end of each training block, participants complete practical exercises to develop sales skills.

If the training provides a corporate format, then the program is adjusted to the needs and business results of the customer.

WOW - SALES

This article is useful primarily for those who have a traditional business of entrance and interior doors. A person who comes to a salon to pick up doors, in 80% of cases does not know what doors he wants. The seller’s task is to find out where the door leaf is being purchased (house or apartment), for which rooms, what style does the buyer prefer? Lastly, how much money is the buyer willing to pay for one canvas?

What kind of clients are there in door stores?

"Dunno" clients

As statistics show, only 15% of buyers buy immediately, without hesitation and without listening to the seller’s recommendations. The conceit of such people is great and their point of view is correct, they know a lot about everything. When selling doors to them, you only need to place an order. Next comes the “know-nothing” category of buyers (there are many of them), such people know little about doors and they need your help, if you give them the right recommendations, they are happy in their choice and in the future recommend the salon to family, friends and friends of friends.

There are also grumblers and inappropriate people. The grumblers are unhappy, they express dissatisfaction about this (the price is not clear, or the font is not the same, or expensive - cheap, there is a strange smell of wood in the cabin, and much more). Grumps require a separate approach, these people are deprived of attention and you need to win such people over - this means sometimes asking questions and assenting, and most importantly listening. I can assure you, you will get a loyal client. Just like the “dunno”, he advises you to everyone he knows.

Client "inadequate"

The list ends with the category “inadequate”. Such people are extremely rare, but if they are found, they are certainly remembered. These people are rude and noisy, often shouting obscene phrases. It is difficult to work with such people, but it is possible. As practice shows, these people are irritated by external factors when they come to the salon. Behave calmly and confidently with such people, try to make contact with them, usually they themselves ask what’s what. If you manage to win over such a client, count on commissions. Such customers make expensive purchases.

Rules for selling interior doors

Now let’s look at the sales algorithms for entrance and interior doors:

1. We greet the client standing and with a smile (this is attractive).
2. With a hand gesture we invite the buyer to enter the hall and get acquainted with the goods.
3. Keep a distance of 1.5 - 3 meters.
4. To start a dialogue with the buyer, we do not speak loudly, but so that he can hear, we characterize the door (which he paid attention to, not much, a couple of phrases).
5. Find out where the buyer chooses the door (house or apartment).
6. From memory, we ask the client to describe the interior where the door is being purchased.
7. We ask what kind of doors he wants, with glass or without glass, with veneer or laminated. We identify buyer priorities.
8. Comparing the above, we select 2, maximum 3 canvases for the client.
9. We bring the client to the door that meets the requirements and ask, do you like it?
10. If the answer is yes, use eloquence and give a full description of this canvas.