When opening a store, you can avoid failure by paying attention to six points:

First, blindly enter the business. Many people don't have any objective basis for what stores to open at the beginning of opening a store. They just open a store on a whim when they see or hear that someone is making money. When the store opened, it was discovered that the whole industry market was not as expected. Although the products sold were good, there were a lot of competitors, and the quality and price of products were not superior in the market. If it continued, it would mean more losses, and finally giving up became the best choice. For example, for franchisees of certain brands, shopkeepers have never been exposed to the products they operate, and they don't know the market of the products. When shopkeepers learn from media advertisements or manufacturers' promotion that other franchisees make a lot of money, they decide to join, which is extremely unreasonable in terms of regional selection and store location, resulting in few patrons or products that can't compete with competitors. After several bouts of business, it is difficult to improve, and after a short operation, they announce their closure and exit.

second, those who lack professionalism. Professionalism should be a manifestation of a person's emotional and energetic devotion to his work, but in reality, too many people can't do it. Although private shops operate for a long time, there are many people who are not attentive. For example, shopkeepers or shop assistants indulge in online games, leaving the guests in the store indifferent to trading; Another example is that the arrangement of business hours is not for the convenience of guests, but for the convenience of the store itself; Another example is that you don't care about the appearance of the store, and you don't care about the products, which makes the image of the store and products ugly. In addition, the clerk lacks work passion, is listless at work, can't guide customers to buy, and all aspects of unprofessional behavior make it difficult for the store's performance to improve.

third, people who don't know how to promote brands. In terms of brand promotion, both manufacturers and distributors have insufficient understanding, and even worse, they have no response to brand promotion. Manufacturers often think that there are many advertisements in the media, and there are also contents to beautify the brand in the publicity documents for dealers, which can be called brand promotion. For the store management facing the end consumers, manufacturers think that it is the business of the sellers. Manufacturers who do a little better will also train the store staff for the dealers, but the content of the training only emphasizes the sales skills and product functions. More people repeatedly emphasize the sales skills, and even write the questions that customers may ask into the teaching materials word by word. In fact, it is very difficult for such businesses to do a good job in their shop business, because the similarity of sales promotion means and relying solely on sales skills to win over customers will make consumers feel that there is no proper guarantee for consumption. At the same time, sales skills can't make consumers trust in their hearts, can't make consumers become followers of brands, and it is difficult to achieve the continuous increase of repeat customers. Therefore, in the process of facilitating the transaction, the clerk must emphasize the advantages of the enterprise and the brand.

fourth, people who don't know sales skills. As a store operation, sales skills are indeed very important. While promoting the brand, whether the clerk can facilitate the transaction depends on the degree of personal mastery of skills. For the store performance, many people only emphasize the transaction rate, that is, the ratio of the number of people entering the store to the number of people trading, but fail to pay enough attention to the transaction volume. The author once inspected a clothing discount store in Fuzhou, and the manager and clerk were confident that they had done a good job, and most of the people who entered the store could successfully trade. From the transaction bill records provided by the store manager, the transaction rate is really high, close to 71%, but the author finds that the transaction volume is very low (for discount clothes), and most guests only buy one dress. At the same transaction rate, if each guest buys two clothes on average, the performance will be doubled, and the performance can be increased several times by analogy, which is the key to sales skills. So what are sales skills? It is by no means a few lines to deal with customers, but a psychological tactic to guide or even influence customers to make purchase decisions. Therefore, people who are not good at influencing customers to make purchase decisions cannot do a good job in a store.

fifth, people who don't care about consumers' interests. We often see that some shops are doing well at the beginning of their business, but it doesn't take long for them to become increasingly depressed, and the passenger flow is from high to low. The appearance of this phenomenon has many factors, such as brand influence, product nature, product quality, market competition, promotion methods, etc. Here, the author only explains one aspect related to this topic, that is, the store does not pay enough attention to the interests of consumers, and even more, it swindles consumers to collect money. Usually, this problem is manifested in ignoring the protection of consumers to buy products, concealing the problems of product quality, not considering making customers a permanent member of the network, and only thinking about how much money to earn from customers. This short-sighted approach has caused the store business to decline rapidly.

sixth, people who don't know how to use people. Many shopkeepers think it is easy to recruit shop assistants, and only emphasize age, appearance, height and experience in recruitment, which leads to the phenomenon that shop assistants have a good image but poor sales performance everywhere. The author does not advocate that the image of a shop assistant is not important, but the sense of responsibility and ability is more important than the image. When recruiting shop assistants, we should pay attention to two points: whether the shop assistants have friendly smiles and whether they are generous and natural when communicating with others; The two points of training are to train shop assistants' knowledge of enterprise and brand, and to train shop assistants' sales skills (skills should be flexible when communicating with customers and reasonable description of product nature, model, appearance and function, etc.), so that the store's performance will increase exponentially. For shopkeepers who are not good at employing people, using the wrong people will lead to a disastrous business.