How to start a profitable tea franchise? The single-store business power of tea franchisees = passenger flow * store entry rate * transaction amount * average customer unit price * (customer return rate+customer recommendation rate). In other words, for a tea shop, only doing enough homework in five links can bring about the promotion of sales and the success of the terminal. From the perspective of marketing, what are the key factors that determine these five links? Personally, I think it can be summarized in five sentences: the location of the store determines the passenger flow; Single store promotion determines the rate of entering the store; Terminal sales personnel decide the turnover; The product determines the customer unit price; User experience determines the customer return rate and customer recommendation rate.
The choice of store location determines the passenger flow. For stores, the choice of store location directly determines the passenger flow, your customer type and your sales volume. For example, your store is in a vegetable market, and the mainstream customer base you face is old aunts and grandfathers. Although the passenger flow is large, the sales performance is not necessarily large. The orientation of tea shop mainly includes following strategy and community strategy.
When consumers enter the tea city, if your storefront decoration style is exactly the same as that of dozens of competitors, you will lose an opportunity to jump out and drown in the sea of competitors. The overall decoration style, from doors, windows, posters, floors to storefronts, can be played in too many places. We must highlight the overall image of the company, be different and not abrupt.
Chartered first network
As a clerk in a tea franchise store, you must first have good cultural quality and professional knowledge. The types, producing areas, quality standards, characteristics, brewing methods and storage methods of tea should be memorized to form a set of very targeted terminal sales words. At the same time, we should master some comprehensive knowledge, such as tea art, tea ceremony, tea ceremony, tea tasting, tea fighting and tea history. Generous appearance, wearing formal standard clothes printed with company LOGO; It is necessary to have keen observation and judgment, and recommend different teas for different customers by observing their words and deeds, so that the transaction rate will definitely be higher.
How to mobilize the sales enthusiasm of the store manager and clerk when operating a tea franchise store? In order to arouse the enthusiasm of tea shop owners and shop assistants, we should learn from foreigners from each other's standpoint. Ju Xiangchun believes that it is impossible to get up early without benefits, which is true for businessmen and employees. Only by luring them with interests can we manage and straighten them out. Of course, a good corporate culture, promotion opportunities and a blueprint that can be expected in three to five years are also indispensable. In addition, it is easier and more economical to retain talents than to recruit experienced airdrop troops.
How do tea franchisees provide good service? _ In the fierce market competition environment, the service of tea franchise stores can bring good benefits to store sales. Therefore, tea franchisees should constantly improve their service level, ensure perfect after-sales service and win the recognition of consumers. So how can tea franchisees serve well? First, smile service brings customers closer. Smile is the most beautiful language in the world. The biggest business feature of Bayou Tea, the top ten brands of tea, is "smile service". "Did you laugh today?" It became the greeting of eight friends. Similarly, smile service is also a secret weapon for tea franchisees to open their hearts and bring employees and consumers closer. Only by gaining trust with a good attitude can we start the follow-up communication. Pay attention to the details of consumers' emotions and let them feel valued services.
Second, communicate in technical language. If customers hear the clerk talking about selling products as soon as they enter the store, they will have a sense of psychological disgust and conflict. Therefore, the first thing a shop assistant should do is to listen. Only by knowing the needs of consumers can he guide them purposefully. In this process, the clerk needs to exert his good communication skills and be persuasive to make consumers interested in the goods.
Third, different methods are used to serve different types of customers. Generally speaking, there are many types of consumers in tea franchise stores. In the process of service, the clerk should be observant and serve in different ways. For example, when you meet tea lovers who know tea, the clerk should keep a modest attitude, listen as much as possible, listen carefully to their opinions, and try to make several different kinds of tea, which is easier to win their goodwill and impress them; In the face of ordinary consumers, try to introduce them to tea products with high price-benefit ratio and preferential treatment to make them feel comfortable; In the face of customers with bad stomach, you can recommend some black tea that warms your stomach.
Fourth, solve customer complaints perfectly and win a good reputation. Opening a tea shop will inevitably encounter customer complaints, and the clerk should look at it with a positive and optimistic attitude. It's time to show good after-sales service. Calm customers' anger, give them timely and serious treatment, and let consumers feel that their rights and interests have been guaranteed and satisfied.
What is the salary incentive mechanism? Salary incentive mechanism is a way for enterprises to use salary to make employees take some positive actions and strive to achieve some goals, thus improving labor productivity, which has a great impact on the competitiveness of enterprises.
Steps to establish an incentive salary system (1) The focus of salary survey is to solve the external competitiveness of salary. When designing the salary system, enterprises need to know, study and refer to the basic situation of the salary system and salary level in the labor market, especially for enterprises that are competitive with themselves or similar companies in the same industry, focusing on the direction of employee flow and recruitment sources. (2) Setting performance standards for employees Under the traditional salary system, employees only know what they should do and don't know what performance standards they should achieve. So employees don't know how to improve their work efficiency and do their work better, and they have no motivation to do so. Performance pay system can reverse this situation. (3) Salary structure design Salary structure design is a systematic project. Salary structure is generally divided into basic salary, performance salary, overtime salary, salary and welfare, and salary design is also needed internally. The proportional distribution of each part in the salary structure is also a complex problem. Enterprises need to design different salary structures for employees at different levels, and with the changes of employees' positions, skills upgrading and demand level, enterprises should make corresponding adjustments to employees' salary structures according to these changes.
How to do a good job in team building of tea franchise stores? How to build a team of tea shops? Ju Xiangchun believes that we must first have a unified goal, a common vision and hope. Secondly, in order to realize the institutionalization, standardization and systematization of management mechanism and incentive mechanism, relevant material and spiritual rewards under the incentive system should be put in place. Thirdly, long-term and continuous internal training, including management training and technical function training, continuously improves employees' work performance. Finally, modern people attach great importance to the good feelings of working life, especially at work. A good and harmonious team atmosphere is easier to cultivate employees' goodwill and good mood.
How to improve the enthusiasm of shop assistants of tea franchisees, cultivate the team spirit of shop assistants of tea franchisees, form a working atmosphere of mutual learning and competition, give full play to the personal advantages of shop assistants, reasonably mobilize their work enthusiasm, and make the whole team work more harmonious and efficient.
2. Develop the potential of excellent shop assistants, help them grow faster and better, set appropriate goals for employees, and provide support and help, including training opportunities and promotion opportunities.
3. Give more responsibilities to excellent shop assistants. In addition to mastering professional skills, excellent shop assistants should also cultivate their own team management ability, let excellent shop assistants play a leading role, take on more responsibilities in the operation of franchise stores, give him pressure and motivation, and make him one of the core leadership forces of the store. Generally speaking, in tea chain stores, the manager is the leader of the store, which has a good stimulating and guiding effect on the enthusiasm of employees. On this basis, it is of great help to implement the reward and punishment system reasonably and give appropriate rewards to employees with good performance.
4. Be good at listening to the opinions and suggestions of shop assistants. The clerk's idea may not consider the whole world, but it can also be put forward from different angles. Managers should listen to the opinions and suggestions of the shop assistants and communicate with them frequently, so that the thinking of the shop assistants is always in an active state, so that the work of the tea franchise stores can proceed smoothly and the turnover can grow faster and more steadily.
5. Give consideration to the harmonious relationship between shop assistants and remove obstacles for excellent shop assistants. Excellent shop assistants will generally become "isolated objects" because their good performance and high professionalism will dwarf other shop assistants and even bring criticism and doubt to other shop assistants. Therefore, managers of tea franchise stores should take into account the relationship between shop assistants, protect the growth of excellent shop assistants, and at the same time, don't let their preferences become a stumbling block on their own development path.
How to design the salary incentive mechanism for salespeople? Marketing team, as a key department to realize value-added in enterprise operation, plays an important role. Especially in some private enterprises, marketing has become the leader of all departments of the company, and all aspects attach great importance to it! The salary design of marketing department has always been an area that human resources practitioners are discouraged from. The main reasons are as follows: first, the salary of the marketing team is mostly set by the boss himself; Second, at present, most human resources practitioners lack or even understand sales knowledge. Recently, a company asked me about the salary design of marketers. Here, I will make the following analysis on the salary design of the sales team and discuss with you. I have been in charge of the company's marketing team and human resources team for fifteen years. From front-line business personnel, city directors, office managers, regional directors, department managers, department directors, step by step to the company's vice president of marketing; From trainer, administrative supervisor, manager of human resources department, dean of training college, director of human resources department and director of company management Committee, he rose to vice president of human resources step by step. These years' experience tells me that an inappropriate salary system will make a dynamic team lifeless or even destroy it! When determining the annual task indicators, the company should first consider what kind of people are needed to complete these task indicators. Is it through internal promotion? Or through external recruitment? These problems belong to the construction of post analysis and competency analysis. After this problem is solved, it is necessary to determine what kind of mechanism is needed for these suitable people to exert their subjective initiative, mainly through two schemes: one is salary and the other is incentive mechanism. After figuring out the above problems, the following is a further discussion on the design of salary incentive mechanism for sales teams: A, salary mode 1: low salary and high incentive, which is often adopted by some newly established companies in the early stage of market expansion, to reduce the risk of excessive investment in the early stage of the company through low salary, to enhance the enthusiasm of individuals and teams through high incentive mechanism, and then to complete the company's established regional market and objectives and tasks. At this time, companies often only bear the basic salary, and there are almost no other benefits. At this point, incentives are greater than wages, and growth is greater than stability. The biggest feature of this model is that you can find some people with strong abilities. Disadvantages are unfavorable to the construction of the company's sales team, especially the lack of sense of belonging and low loyalty to the company. B. Salary Mode 2: High salary and low incentive This is a mode often adopted by some companies with relatively stable markets and stable customers. Market management and process completion are accomplished through high salary and various assessments. At this time, the company needs to bear relatively heavy salary and attractive welfare benefits. At this point, wages are greater than incentives, and stability is greater than growth. The biggest feature of this model is that it can stabilize the team through high salary. The disadvantage is that bureaucracy is easy to form, people are overstaffed, old sales muddle along and employees will leave the team. It is not suitable for start-up period and companies that have completed the first start-up to carry out the second reform. C. Salary Mode 3: Compound This is a mode adopted by some foreign-funded companies or some industries, which is realized through relatively high wages and some incentive mechanisms according to the sales ratio. This model is also a relatively reasonable management, which mainly takes into account the interests of individuals and companies, while giving full consideration to the play of individual initiative. This model requires that the company has formed a certain key main process execution system. The main operation steps of this mode are:
How to improve the management level of tea franchise stores? In order to improve the management level of tea franchise stores, Ju Xiangchun thinks that we should mainly start from several aspects:
First, franchisees are in close contact with the headquarters and communicate in time if there are problems; Second, operators are familiar with the store and solve problems in time when they find them; The third is to grasp the management of shop personnel.
How to start with details in the management of tea franchise stores? There are many things to pay attention to in details, even the shoes worn by shop assistants and store managers should be unified and particular. Ju Xiangchun believes that although seemingly trivial, the so-called management is no trivial matter. Any big strategy and tactics are composed of countless small details. Only by better handling every detail can we have our own core competitiveness.