Chapter 1 Look at your own resources
What do you like
What goods do you want to sell?
What kind of shop should I design?
How to win the support of family and friends 3
Huh, how much money you got there?
What's your specialty? five
Is your personality suitable for opening a shop?
Chapter II Choosing a good industry is half the battle.
What kind of shop do you want to open?
What factors should be considered when choosing a business?
How to self-evaluate the business 9
What are the three factors that determine the orientation of opening a store? 10
Do you see the opportunity of industrial restructuring? 1 1
What are the characteristics of hot industries? 12
How to master market information 12
How to pay close attention to market changes 13
How to find the market demand 13
How to Aim at "Mouth" to Open a Shop 14
How to open a store for women 15
How to aim at opening a shop at home 15
Chapter three: the business philosophy of opening a shop.
Why is attitude everything? 17
Why is honesty the foundation of 18?
What kind of talent view should operators have? 18
Why do you want to make friends with others?
Why do some big enterprises always come from the "unpopular" 20
Why do you want to capture information 2 1?
Why operators should have accurate judgment and innovative spirit 2 1
Why should operators dare to face setbacks 22
Why should operators dare to challenge and take risks 22
Why should operators dare to "brag" 23
Why operators should fully understand 24.
Why should operators be far-sighted?
Why should operators pay attention to banks 25?
Why do you have to make money with your conscience?
Why can't we be greedy and waste money?
What is the way managers use money?
Why do operators have to be thrifty and keep the house?
Trilogy of Opening a Shop Part II: Financing, Site Selection and Decoration.
Chapter IV Financing-How much does it cost? How to get the money? How to spend this money?
What investment is needed to open a shop?
How to determine the financing scale 3 1
If the investment in fixed equipment is estimated to be 3 1.
How to estimate management expenses 32
How to make profit and loss analysis 33
How to reduce the investment in the initial stage of opening 34
What are the forms of bank loans?
How to establish a good relationship with banks
How to apply for a bank loan
What is financial leasing?
There are several forms of financial leasing business.
How to finance through financial leasing
How to use your own funds
How to use partnerships 39
How to impress investors with your business plan
Chapter V Site Selection-Looking for the "Golden Land" to Open a Shop
Why site selection is important 4 1
What factors should be considered when choosing a store location?
What are the characteristics of an excellent store site?
How to choose a store address with limited funds for opening a store?
What is business circle and business circle analysis 44
How to divide the business circle according to customers 45
How to analyze the purchasing power of business circle 46
How to set up a business circle for the first time?
How to estimate the scope of business circle when opening a store for the first time
What are the types of store locations?
What are planned and unplanned retail clusters 49
How to choose the location of the store
Chapter VI Decoration —— Design inside and outside to build a gold store.
How to master the principle of "convenient access" 5 1
What are the performance elements of in-store design?
How to carry out shop planning 52
What is the basic principle of in-store lighting?
How to arrange the position of lighting equipment 54
What is a successful lighting design 54
How to use color reasonably?
How to use the wall 55
How to check the in-store environment from the customer's point of view 56
Why is the shop facade important?
What are the elements of storefront design?
What factors affect the appearance of the store?
What are the types of storefront appearances?
How to decorate your own shop 59
What's the use of store recruitment?
How to name signboard 60
What are the functions and types of shop windows?
How to set window 63
How to display window 64
How to make windows more artistic
Chapter VII Opening the Door-Implementing the Opening Plan
How to prepare for the opening ceremony
How to decorate the office and exhibition area
How to take the final professional exam?
The third part involves six things: purchasing, placing, selling, personnel, goods and materials.
Chapter VIII Establishing a Correct Management Concept
Can small businesses make big money?
Why think twice before you act?
Why give up small for big 7 1?
Why can't you go with the flow 7 1?
Why should we learn to cooperate?
Why save money for customers 72
Why market positioning should be accurate 73
Why do you want to find your own mentor and leader?
Why can't you trust others?
Chapter IX Commodity Display and Layout
What are the main points of general shelf display 75?
What's the use of a bookshelf card?
What is the function of designing shelf display with commodity configuration table?
What is the principle of commodity display?
What are the ways to display goods?
What are the precautions for commodity display 80?
How to make your product display more effective 80
How to perform an exhibition 8 1
How to make an easy-to-buy presentation 82
How to choose the right commodity display equipment 83
Chapter 10 Purchasing and ordering
What are the responsibilities of purchasing personnel?
What is the key to buying 84?
How to control purchasing cost 85
How to determine the quantity of raw materials ordered?
What are the ways to order raw materials?
What are the acceptance objectives and responsibilities of procurement?
What are the procedures for purchasing acceptance?
What is the general practice of acceptance?
What problems will be encountered in acceptance 90?
Chapter 1 1 Commodity Pricing
What is the relationship between price and demand?
What environmental factors should be considered when pricing 92
What is demand price elasticity?
What is the basic position of price determination?
How to choose the pricing method 95
How to adjust the price skillfully
Chapter 12 Promotion-Only when the brand rings can the business flourish.
What is storefront advertisement 97?
What are the functions of store advertisements?
What kinds of store advertisements are there?
What are the design principles of storefront advertisements?
What are the main points of making storefront advertisements?
How to display storefront advertisements 10 1
What does the media advertisement include? 10 1.
How to determine the target of media advertising 102
What are the factors that affect media selection?
How to compare and select media 104?
How to Determine the Timing of Media Advertisement 104
Chapter 13 Creative Promotion-Selling is the last word
What are the promotion methods of 106?
What is "delivery" 107?
How to choose the delivery time 109
How to choose the delivery channel 109
What is the client file law 1 10?
What is the specific customer method 1 10?
What is the celebrity effect method11?
What is the way to return to nature 1 1 1
What is the gift-giving method for purchasing 1 12?
What is the green food law 1 13?
What is the law of lovers' goods 1 13
What is the Commodity Insurance Law 1 14?
1 14 What is the improved packaging method?
What is the trade-in method 1 15?
What is the famous brand effect method 1 15?
Chapter 14 Touching customers with thoughtful service
Only by giving the sweetness can there be regular customers 1 17.
How to do a good job in after-sales service 1 17
What are the factors that affect customer satisfaction 1 18?
How to improve customer satisfaction 1 19
How to provide comprehensive services to customers 120
How to improve "store reputation" through excellent service 12 1
How to satisfy customers when out of stock 122
Chapter 15 takes out the characteristics to have a market.
What problems should be considered when planning a store 123?
How to choose the representative color 123 for the storefront?
How to create a store atmosphere 124
How to evaluate yourself objectively 125
How to jump out of the trap of "selfish departmentalism" 125
Can you blindly pursue fashion 126
How to run a fast food restaurant 126
How to run a special snack bar 127
How to run a dessert shop 127
How to run a special bakery 127
How to run a beauty salon 128
How to run an appliance store 129
How to run a food store 129
How to run a fishing gear shop 130
How to run a toy store +03 1
How to run a jewelry store +03 1
How to run a fashion shop 132
How to run a gift shop 133
How to operate the library bookstore 133
How to run a video store 134
How to run a flower shop 135
How to run a musical instrument store 136
How to run a pawnshop 136
Chapter 16 Selecting, Employing and Managing People
How to select a salesperson 137
How to recruit employees scientifically 138
How to start the employee recruitment process 138
How to compete with others to recruit employees 139
How to organize employee training 140
What are the training contents 14 1?
Where should employee training begin 142
Why is moral quality the basis of education 142?
How to improve the communication ability of employees 143
How to cultivate employees' self-study ability 144
How to provide employees with interest in learning 144
How to make full use of the opportunities of education and training 145
Why should 145 be implemented repeatedly in training?
How to allocate and arrange store staff 146
How to arrange the working hours of sales staff 146
What is the role of team spirit in store management 147
How to cultivate team spirit 148
How to establish employee performance appraisal system 148
How to establish a pay-according-work wage system 149
How to establish a welfare system with benefits * * * 150
Chapter 17 Financial Management-Shops can't afford luxury.
How to master a keen sense of money 15 1
How to Use Start-up Funds Reasonably 152
How to use limited funds reasonably 153
How to make a plan for the use of funds 153
How to calculate the breakeven point 154
How to estimate the payback period 155
How to make cash flow forecast table 155
How to estimate the turnover of 156?
What items does the marketing expenses include 156?
What kind of cost consciousness should we have? 157
What do you think about the figure of cost 158?
How to receive advance payment from commodity buyers 159
How to buy goods on credit 160
How to control the cost 160
Chapter 18 Safety Management and Exception Handling
How to manage the security of closing time 162?
How to prevent outsiders from stealing 162
How to prevent insiders from stealing 163
163 What behaviors should customers pay attention to?
How to prevent food poisoning in catering industry 164
What should I do if I find a thief 164?
How to deal with thieves in self-service supermarkets 165?
How to deal with thieves found in face-to-face sales 165
How to deal with robbery 166
What are the precautions for employees in case of robbery 167
How to pay attention to the anti-robbery signal 167
What is the principle of dealing with the aftermath of robbery? 168
How to deal with general accidents 168
How to deal with other accidents 169
How to deal with temporary power failure and water cut 170
How to prevent riot 17 1
Chapter 19 Franchisees-Making use of their strength to achieve faster success
What problems should we pay attention to when joining a franchise store 172?
Why be cautious when opening a franchise store 173
How to choose the location of the franchise store 173
How do franchisees conduct pre-publicity 174
How to choose a restaurant chain 174
Should I join in opening a jewelry store 176?
What should I pay attention to when opening a women's clothing store 177
How to open a laundry franchise store 178
Chapter 20 Chain Expansion-Operating Multiple Branches
What is chain operation 180?
What are the forms and characteristics of chain 180?
How to choose the chain form 18 1
What to do in the preparatory period of the branch 182
How to choose the purchase method of branch stores 183
If the branch is waiting, choose the purchase channel 183.
How to buy 183 in a branch?
How to carry out inventory management in branch stores 184
How to establish a unified marketing management system in branch companies 185
How to choose the appropriate sales method for branch stores 186
What promotional tactics can a branch use 186?
How to arrange branches 188
How to improve the service quality of chain stores 189
What is "supplementary service" 190?
The fourth part is the productivity of shop assistants: the complete works of business eloquence and shopping guide skills.
Chapter 2 1 How to welcome customers
What should the clerk say when the customer says to look around? 192.
What should the clerk say when the customer is hesitant? 194.
What should the clerk say when the customer is unwilling to feel the product? 196
What should the clerk say if the companion brought by the customer doesn't like it?
What should the clerk say when the customer has to wait for the family to decide?
What should the clerk say when the wandering guest interrupts smoothly? 20 1.
What should the clerk say when the customer is afraid to buy something copied by others?
What should the clerk say when the customer wants to ask someone for help?
The customer said that he bought less things. What should the clerk say?
What should the clerk say when the customer leaves after hearing the introduction?
Chapter 22 How to Ask Customers' Needs —— Say something to your heart.
Ask the customer what color they want to buy 209
Ask customers what price they want to buy 2 1 1
Asking customers what style of goods they want to buy 2 12
Asking customers what materials they want to buy 2 13
Asking customers what style of goods they want to buy 2 14
What are the key considerations for customers when purchasing goods 2 15
Inquire whether customers buy goods for their own use or give them away 2 17
Ask customers if they want to buy today or just hang it on 2 19.
Chapter 23 Do a good job in product introduction-exquisite words are shocking.
When customers think that goods have brands, how do you make a good introduction? 22 1
How to make a good introduction when the customer thinks it is second-hand goods from last year?
How to make a good introduction when customers are dissatisfied with the workmanship of goods?
How do you make a good introduction when customers question that the goods are not new?
How to make a good introduction when customers think the brand is not very famous?
How to make a good introduction when customers are afraid of short service life?
Customers think other brands are cheaper. How to make a good introduction?
Customers compare quality with other brands. How to make a good introduction?
How do you make a good introduction when customers think the quality of goods is not good?
The customer is not sure which is better. How do you make a good introduction?
The customer thinks there is something wrong with the special offer. How to make a good introduction?
Chapter 24 Looking for Sales Opportunities-Using Persuasion Skills Quickly
The customer said that the quality doesn't look very good, so you should say so.
The customer said, I am fatter with this. You have to say that.
The customer said that this color is not suitable for me. You have to say that.
The customer said, I think this style is too ... you have to say 240 like this.
The customer said, I don't think the size seems appropriate. You should say: 24 1.
The customer says it feels strange to wear it, and you have to say the same.
The customer said, are there any other models of this quality? You have to say that.
The customer said that all sellers should say that they are good. You have to say that.
You should say this when a customer wants to leave without saying anything.
Chapter 25 Face the customer's objections-be eloquent but not eloquent.
Is it a new model? It looks like the old 249.
Not bad, but it's too expensive.
This product has too many functions, which is unnecessary.
I bought it as a gift. What if it is not suitable?
I can't find my favorite 254.
Your product design is not beautiful enough.
Why is the price of your house 257 higher than others'?
How many days does it take to get out in a pile of wool?
I wonder what the after-sales service is like in your place?
Chapter 26 Promotion Coordination-Easy to say.
There is no discount, but the customer asks for a discount of 262.
Regular customers require a certain discount.
Repeat customers and ask for appropriate concessions.
I said for a long time that I wanted a cheaper price of 266.
It's too expensive. We strongly demand a discount of 268.
Don't be afraid to wait, come back and buy 270 when there is a discount.
Comments, I want to exchange gifts and points for a discount of 27 1.
Shop around, and good brands are discounted.
Increase the quantity, buy X pieces, and ask for a discount of 274.
Very dissatisfied, other brands can't only offer 275.
Although it is difficult, you don't have to give gifts for the sake of discount.
Make friends. I know your husband very well.
Greedy, want to give gifts as well as discounts.
Chapter 27 clinch a deal is fundamental-in a few words.
Customers go back to the store and seize the trading opportunity 28 1.
The customer hesitated and gave him a good suggestion.
Step-by-step questioning led to a successful transaction.
Apply psychological pressure to make customers pay the bill smoothly.
Treat arrogant customers in a cold way.
Change the subject and start with the customer's partner.
Suggest and guide in a favorable direction.
Seize the customer and induce the transaction step by step.
Claiming that money is tight is mostly an excuse.
Give the customer enough face and successfully complete the transaction +0.
Patience and strategy, insist on completing the transaction.
Encourage customers to make decisions and promote on-site transactions 294
Close the relationship with children and promote on-site transactions 296
Persuasion should be targeted to promote on-site transactions.
Judge the purchasing power of customers and promote the completion of transactions.
Comply with customers' wishes and make them comfortable to buy.
Give the customer a reason to successfully complete the transaction 30 1
The fifth part is the online shop strategy.
Chapter 28 Open a shop online and make money easily.
The incomparable advantages of opening a shop online 304
Online shop management needs certain conditions.
Find a website that suits you.
Choose the right way to open a shop online 3 13
The mentality of star shopkeepers 3 16
Understand the types of online best-selling products 3 19
Chapter 29 Opening a shop online is easy.
Ebay shop opening process course 320
Taobao shop opening process 325
Pat online shop opening process 326
Baidu has a shop opening process 328
Chapter 30 Organize the supply of goods to ensure the quality of the baby
Go to 332 Taobao Bay, the wholesale market.
Purchase goods from the manufacturer 334
Identifying foreign trade products or OEM products 336
Pay attention to inventory backlog and product cleaning 338
Look for special purchase channels
Create your own supply or cooperate with the owner of a physical store 34 1
Chapter 3 1 Beautify online stores and give customers a good impression.
Give the online shop a good name.
Carefully design the logo of the store
Draw yourself a portrait of the shopkeeper.
Design wonderful advertising language 35 1
Shop introduction should be wonderful.
Perform soft mounting to the end 353.
Chapter 32 Online Shop Promotion
Using the advantages of network to promote shops 355
Combined with offline publicity 358
Chapter 33 Capital flow is easy to handle
With Alipay, shopping is more assured.
Opening Baifubao to Make Payment Safer 367
Bank transfer, intimate company 369
Post office remittance and mobile payment 37 1
Cash on delivery 372
Chapter 34 A good online shop cannot do without good logistics.
Select the appropriate logistics mode 374
Basic knowledge of freight transportation
Ways to save postage 382
Methods to prevent the loss of goods 389
Chapter 35 Manage the online shop carefully and be a qualified operator.
Commodity management is the basic work of online store management 39 1
Manage customer data well 398
Provide quality service
Minimize the risk of online shopping.
Chapter 36 My Globalization-Selling Goods Abroad
What kind of China goods do foreigners like 4 15?
How do individuals use credit cards to collect money from abroad 4 16
International parcel delivery and postage 4 19
Chapter 37 Learn from successful online stores
Success: the successful experience of the second venture 42 1
Liu Xiao, a successful person, loves online shop 424 instead of "official food".
Successful Zhang Rong —— Changing the Incomplete Life with Internet 426