Attachments: from 250 000 rubles
Payback: from 5 months
Interior or entrance doors are an important part of any interior. Therefore, people consciously approach their choice, considering many options. Despite the large number of stores offering this species goods, discovery own business, based on the sale of doors, brings steadily high income with little investment.
business concept
The door shop will always remain promising direction activities, since the demand for this product is only growing from year to year. The high level of competition in this area is not an obstacle for a novice entrepreneur who can build a competent strategy and skillfully manage his investments.
In addition to the doors themselves, you can sell components and related fittings: hinges, handles, glass, so that the buyer can buy all the necessary products in one place.
What is required for implementation?
To successfully implement a business idea for opening a door store, you will need to solve the following tasks:
- to analyze the market and decide on the range of products that will be presented for sale in the new store;
- choose the place where the commercial premises will be located;
- decide on the method of delivery of doors to the point of sale and to the buyer;
- find reliable suppliers that produce quality goods;
- calculate the necessary investments and calculate their payback periods.
Step by step start instructions
Financial calculations
Start-up capital
The amount of initial investment for opening a store selling doors will be approximately 250,000 rubles.
The main initial costs are presented in the table:
Monthly expenses
How much can you earn?
A competent seller will sell at least 3-4 doors per day. Considering average cost goods and monthly expenses, the amount of net profit will be at least 50,000 rubles.
Payback periods
With stable sales and a well-organized business strategy, it will be possible to recoup the investment in 5-7 months.
Business risks and cons
Opening a door shop is easy. The main thing is to properly organize its subsequent activities - to correctly develop a strategy, not to be afraid of competition, to expand the product range.
Conclusion
After the investment pays off, it is possible to expand the list of services provided - to sell doors of non-standard sizes, the manufacture of which will be carried out on pre-orders.
It can be said right away that great business, with the ability to bypass competitors and achieve maximum sales. Yes, it is these qualities that will help you start your door trading business as efficiently and profitably as possible.
Earlier, we considered the business idea of selling windows, they are usually sold in combination with doors, so read our previous article, there is a lot of interesting things there. Here is the link to it itself -.
Today we will talk about what you need to consider when opening a door store in your city and show you some interesting points for beginners.
Business format and competition
A door business is usually a small retail outlet where a sales manager sits and sells various types of goods, these can be interior or entrance doors. The very format of launching such a business is very economical, which is why in this area of entrepreneurship you will meet a large number of competitors who will need to be bypassed either in terms of price or in terms of assortment.
How to assess the situation in your city and choose the ideal place for selling doors? First, go to all similar outlets, and look at the range and try to find out the prices, remember which door manufacturer they offer.
Second, try to evaluate what type of advertising they use to promote their business.
Only this complex analysis will help identify weak sides competitors, and you will be able to focus on one or another direction when opening your store of entrance and interior doors.
Premises and equipment
At the second stage of planning a door selling business, you will need to choose an office space, the main thing is a place with high traffic. The office will be your advertising platform, so the placement of the retail space is a critical factor.
The size of the room can be small: 15 - 25 sq.m. quite enough.
Of the equipment, you will need furniture to organize a workplace for the manager, computer equipment, including a printer and an office. To demonstrate interior doors, special stands are usually used that will allow wrapping test samples of doors. Also, often test interior doors have a different design on both sides, this is done in order to save space. Typically, such test models of interior doors for your store can be ordered from the manufacturer.
Entrance doors are exposed under the wall, one after another, and there is no need to purchase any special equipment.
Search for suppliers and assortment
The range of products in the door trading business plays important role. The more choices, the more customers you can attract. Your door store should have offers for every budget. During a crisis, this is very important.
So the main range is:
- Entrance (metal or wooden) doors
- Interior doors (solid wood, veneered doors, plastic, laminated, glass doors) and other types.
Please note that the assortment should also include doors of various forms of the factor - hinged, sliding, folding and others.
The best options for cooperation are door manufacturers, when signing a contract with them, you avoid intermediaries and can increase your own margin on the goods.
You can find manufacturers on the Internet. Usually, if the orders are large, then they offer delivery.
The full range of doors can be demonstrated to customers with the help of a catalog with photos. There, as a rule, there are standard sizes and pattern options on the door. The client often asks about the color. You can make a stand with different door colors offered by the manufacturers you work with.
Advertising
Advertising in the media and message boards is very effective, but there must be some kind of zest. To stand out in the mass of advertising, for example, the original name of the store, or a very light number mobile phone. Here you need to come up with various options to get a client.
Online advertising works great. It is quite possible to open your own online store of doors, but to attract customers with the help of contextual advertising will fly into the penny. As an option, you can look in the direction of search engine optimization and the sale of goods in in social networks.
What start-up capital is needed?
- Room rental - $200 - $250
- Taxes - $150
- Salary to the seller - $ 200
- Initial purchase of goods - $2000 - $3000
- Purchase of equipment - $1000 - $1500
- Advertising - $450 (+ advertising on the Internet).
How much can you earn?
The level of earnings depends on the ability to sell and attract customers, and it will be individual for each outlet. The average margin on the doors is 15 - 35%.
Based on this, you can draw conclusions about the possible income.
Conclusions. A business idea for selling entrance and interior doors is a good business, especially if start-up capital limited, but you need to consider that it will not be easy, because there are many competitors. In a crisis - trading in doors, a normal start for a novice entrepreneur, if things do not work out, the loss in money will be minimal.
There is a lot to be said for this business. We will be very grateful for your comments.
The business of selling doors has always had prospects, because doors are needed by everyone and always, both when buying a new apartment or house, and in case of repair. Despite the high level of competition in this area, it is possible to take your place in the market, however, subject to the development of the correct project development strategy. How to create profitable business from scratch, the door store business plan will tell you, an example of which we offer in this article.
Project Summary
Doors in any city will have enough high demand. We are opening a door store in a medium-sized city (about 500 thousand inhabitants). Buying doors is not an impulsive product, almost always buyers, before buying, study its characteristics and will come to any part of the city for a really high-quality thing. Therefore, there is no need to rent an expensive area in the center. We will rent non-residential premises in a separate building in a residential area near other shops for various purposes for a relatively low fee.
The main assortment of the store:
- Interior doors (laminated, wooden, eco-veneer, PVC).
- Accessories for doors.
- Door installation services.
- Delivery of doors to the house.
Delivery of doors is carried out during the day, paid according to the approved tariffs.
The main competitors in the sale of interior doors are similar retail outlets, hardware stores and building hypermarkets. You can fight them only with an individual approach to each customer, a pleasant price and a rich assortment of high-quality doors.
Main target buyers- These are married couples from 25 to 60 years old (more than 80%), and 20% of buyers are independent buyers of both sexes of the same age.
Business risks:
In order to minimize costs and gain future profitability, it is necessary to carefully analyze each of the existing risks.
Registration
To open a door store, you must register in tax office. We choose the form of activity of the IP, because. the procedure for registering and conducting activities is much simpler and cheaper. During the registration process, you must specify the OKVED code of the selected activity, we indicate the codes:
- 47.52.73 " Retail metal and non-metal structures in specialized stores.
- 47.59.4 "Retail sale of wood products in specialized stores".
- 53.20.31 "Courier delivery activities various types transport".
In addition, to start the operation of the store, you must obtain permission from the fire department to ensure that the premises meet the requirements.
We will need no more than 10 thousand rubles for registration and permits.
Room search
We will open a door store in a rented premises with a total area of at least 30 sq. m. V trading floor it will be necessary to install stands with 20 models of doors that will open, and this requires additional space.
Location in this case unprincipled. We are considering opening a store in a residential area of the city. The store will be located on the 1st floor of an apartment building next to hardware and plumbing stores.
Rent 30 sq. m in a residential area of a medium-sized city in Russia will cost us 15 thousand rubles. In the room it will be necessary to make a small redecorating: wall painting, installation floor coverings. It will take 15 thousand rubles for repairs.
We rent premises for a long time, signing an agreement with the landlord. We pay for 2 months.
When choosing a room, we pay attention to the availability of documents of ownership, the absence of utility debts, the presence of a heating and ventilation system and serviceable wiring. In addition, the store will need to install general lighting in the form of spotlights around the entire perimeter of the ceiling. The cost of fixtures with installation will be 5 thousand rubles.
Thus, 50 thousand rubles must be spent on 2-month rent, repairs and lighting. From the second month, you will have to pay 15 thousand rubles for rent and about 5 thousand rubles for utility bills.
Purchase of equipment
The store will need shop equipment, appliances and some furniture for employees. Estimated equipment in the table:
Investments in opening a store and purchasing equipment are relatively small. The advantage is that in the first months there is no need to purchase doors, door samples and manufacturers' catalogs will suffice. Tracking the demand, you can withdraw in suitable place warehouse and purchase the most common door models to speed up the replenishment of the assortment and protect against a sudden increase in the cost of goods.
Considering the fact that the store will deliver doors to customers, it is necessary to purchase a car if the owner does not have one. A used GAZelle van is purchased for 300 thousand rubles.
Staff
The store needs workers who can sell goods, advise customers, deliver and install doors. In the first months, the owner himself will trade and advise. Estimated salary:
Administrative functions, work with suppliers, advertising and accounting will be the responsibility of the store owner. He will replace the sales assistant on the weekends so that the store can work daily. Over time, it is planned to hire a second salesperson and work in shifts.
Marketing and Advertising
To open a store selling doors, you need to brand the outer part by installing a large sign. In addition, information flyers and posters are planned to be used in the first month of the store's operation. Flyers will be distributed to the mailboxes of residents of the sleeping area within a radius of 2-3 km from the store and in crowded places target audience: at stops public transport, not far from the store itself and neighboring building materials stores.
Since we work not only for this sleeping area, we need advertising on the Internet, on forums, in social networks. Advertisements are placed on paid and free bulletin boards. A good effect is also expected from the internal or outdoor advertising on public transport.
Every month you will have to spend about 20 thousand rubles on flyers and advertising on the Internet.
Expenses and income
For a full-fledged analytics, we will draw up a cost estimate, a table of estimated profits, which we are striving for initial stage opening a store, and calculate the payback and profitability of the project.
Starting costs
It is planned to allocate 679,000 rubles for the launch of the business.
Monthly expenses
Income
Don't wait for the first 2 months active sales. The period of attracting customers can be delayed for 3-4 months. Only from the 3rd month we expect an active influx of buyers. The sales plan for the first months is expected to be about 15 doors, then it will be increased to 45-60. After the first year of operation, it is planned to sell at least 100 doors per month.
Average check:
It is planned to implement at least 15 doors + fittings. The markup on the goods will be 150%.
On average, the sales volume in the first months is planned at the level of 100,000 rubles.
Home delivery of the door will cost at least 500 rubles. for the first 5 km, each subsequent - +50 rubles.
95% of door purchases require home delivery, so at least 13 doors will be delivered to customers. This is at least 15 thousand rubles + rise to the floor.
Installation of doors costs from 1000 rubles. for 1 door. Accordingly, 13 out of 15 doors, for sure, will need to be installed, this is another +13 thousand rubles.
In total, we expect an income of 128,000 rubles per month.
Let's calculate the difference between income and expenses to calculate the tax:
128 000 – 78 000 = 50 000.
We calculate the tax payment:
50,000 - 7,500 = 42,500 rubles per month.
Let's calculate the profitability:
(42,500 / 78,000) x 100 = 54.48%.
The profitability indicator for the starting period of the door shop is considered acceptable. Within 7-10 months it is planned to increase it to 100% by increasing the number of buyers.
Now we calculate the return on investment per store:
679,000 / 42,500 = 15.9 months. Note that this is a payback according to a pessimistic sales forecast. If the store grows at the expected pace, the payback will come in less than a year.
Eventually
Our door store business plan with calculations showed that it can be opened on average and major city countries. However, a lot of competition may not give the opportunity to develop and consistently earn. Therefore, it is necessary to spend advertising budget monthly and analyze the main competitors at least 2-3 times a month.
As soon as the investment pays off and there is a steady increase in active buyers, we will create a landing page to attract more buyers throughout the city. It is also possible to sell doors online with home delivery, the service will increase the number of buyers and, accordingly, the level of income. On the next year it is planned to open a similar store of doors and accessories in another residential area of the city, we will work according to a similar development scheme. Be sure to rent a warehouse for the purchase of doors that are most often bought, this will protect us from price fluctuations on doors and help to install pricing policy shop.
In this material:
Doors have always been in demand among the population. Repair in an apartment or buying a new home is necessarily accompanied by updating the door panels. According to statistics, Russian family changes interior doors every 5-7 years, and entrance doors every 7-10 years. Thus, the entrepreneur has no shortage of customers in a medium and large city. Own business in this direction will undoubtedly bring success. Literate and detailed business plan store doors with calculations and analysis of the market situation will simplify organizational issues.
Business selling doors: relevance, prospects
An ordinary one-room apartment has 3-4 doors, depending on the layout (bath-toilet, main room and kitchen). At the same time, there are openings that lead to a balcony or vestibule.
The nine-story building with 4 entrances has 144 apartments, which is about 1,000 doors. It is easy to calculate how many units of goods are needed for a small yard of 4-5 houses.
The relevance of the door store does not need to be explained. Naturally, people do not need products every day, but the potential target audience of a business idea is all residents of the city, so there will always be demand. Even an ordinary store in a small neighborhood is enough to make a profit in the first month and recoup the investment in 6-8 months.
With a successful scenario, an entrepreneur can open a second and third store in other parts of the city, popularizing his company. With the optimal ratio of price and quality of goods, buyers will recommend the outlet to their friends and acquaintances, as well as share positive feedback online.
The business opens up promising prospects not only in terms of increasing retail outlets, but also allows you to open your own wholesale base. This option will increase profits due to increased turnover and will allow you to reduce the retail price below competitors, gradually conquering the entire target audience.
Which doors are profitable to sell?
The entrepreneur must determine the concept of the store on his own - whether the point will be designed for the average buyer or for wealthier citizens. Both options have their pros and cons.
Cheap and medium price segment:
- demand for products;
- increased turnover;
- minimal risks associated with marriage;
- wide CA.
Of the minuses, only the low quality of the doors can be noted, which affects the short service life and capricious storage conditions.
Expensive segment:
- the profit of the store is the sum of the cost of copies sold, and is not based on a quantitative indicator;
- the minimum number of marriages;
- TA - people with incomes above average;
- turnover can be no less than that of cheap products.
Cons - requires a more careful approach to choosing the location of the point.
The listed criteria apply to both entrance and interior doors. It is inappropriate to talk about which doors are more profitable to sell based on this parameter, because in 60% of cases people purchase complete sets. Moreover, the procedure takes place precisely on the basis of the selection of shades of interior doors to the entrance doors (metal sheets from the inside are often sheathed with PVC panels, so buyers try to select products in one tone).
Reference: the most profitable option is the sale of all models of doors, and if it is better to keep the inexpensive and middle segment in stock with a margin, then elite doors can be offered to customers on order.
Local market analysis: competition and risks
Analysis of competitors is carried out in the selected area within 2-3 quarters. In most cases, it does not make sense to be afraid or look for another place if 2-3 door stores are already open nearby. Such competition will only benefit, because people know that several points are concentrated in one place, which means there are big choice goods.
By organizing a business on the outskirts or in a place with an undeveloped infrastructure, the chances of success of the enterprise are zero.
Market analysis algorithm:
- Studying the general situation in the city, which concerns the door business - in any case, there will be a large number of entrepreneurs. It is only necessary to determine the largest and smallest concentration of retail outlets in the locality.
- Choosing an area for opening a store - the location must meet the usual business criteria (developed infrastructure, high traffic of people and densely populated area).
- Determination of the business concept of competitors - it is necessary to find out what products are presented by the "neighbors", the average price segment, the demand for goods and the demand for business in a particular place. It is likely that after receiving the data, the entrepreneur will change his mind about opening a point in the selected area.
Reference: knowing all the strengths and weaknesses of potential competitors, opening your own business is much easier than doing it "blindly".
- lack of demand - typical for a situation where the location of the store is incorrectly chosen, the price tag is unreasonably high, the quality of the products does not satisfy the desires of customers;
- a high percentage of defects - the problem is solved by returning products and changing the supplier;
- long payback period - the indicator depends on the location and purchasing power of the population.
High competition is a serious risk when starting a door selling business. However, if you develop a clear business plan and follow its steps, you can avoid many unpleasant moments.
organizational plan
Company registration
When organizing your own business, an entrepreneur always has a choice - an individual entrepreneur or an LLC.
Working as a sole trader is good when there is only one or two stores. Pluses in a simple and inexpensive procedure for processing documents, simplified reporting, free circulation of working capital.
LLC is beneficial if there is a chain of stores or when opening a wholesale warehouse of doors. In this case, the company works with suppliers throughout Russia, makes payments by bank transfer and maintains general accounting, regardless of the number of branches.
Reference: the main differences between individual entrepreneurs and LLCs are the financial side. Individual entrepreneur has the right to withdraw funds from the store's cash desk at any time, as well as replenish it for any amount. The main thing is the correct filing of the income tax return. The founder of an LLC does not have the opportunity to use the finances on the account of a legal entity. This will require certain documents confirming the expenses.
Registration procedure entrepreneurial activity is the same in both cases:
- Collection of documents - passport, TIN, application, receipt for payment of state duty (800 rubles for individual entrepreneurs and 4,000 rubles for LLC). Legal entity you will need a decision to establish a company, personal data of all founders (if there are several), the charter of the company and information about the authorized capital (the minimum threshold is 10 thousand rubles).
- Appeal to the Federal Tax Service - in parallel, the taxation system and OKVED codes are selected.
- Waiting for finished documentation.
The whole process takes no more than 10 days.
The taxation system is the optimal variant of the simplified tax system for individual entrepreneurs, and UTII for LLC.
OKVED codes:
- 47.52.73 - sale of metal structures;
- 47.59.4 - sale of wood products;
- 53.20.31 - courier activities.
If the outlet sells additional products- street lamps, doorbells, etc. - the corresponding codes are indicated.
In addition, you need to go through a few more procedures:
- conclusion of an agreement with public service about garbage disposal;
- providing documentation for premises in the Ministry of Emergency Situations and obtaining permission to open a store. To do this, the point must comply with fire safety rules (availability of fire extinguishers in the specified number, fire evacuation plan, functioning emergency exit, effective ventilation);
- providing documentation for the premises in the SES and obtaining permits (conditions - availability of communications, compliance of the premises with current sanitary standards).
All documents received, including employment contracts with employees and registration of entrepreneurial activities are stored at the point of sale in case of an audit by regulatory organizations.
Finding a premise for a door store
Minimum area outlet for the sale of doors - 50 sq. m. However, first of all, you need to decide on the location. Primary requirements:
- high permeability of people;
- developed infrastructure;
- location nearby (preferably) a supermarket, hardware store, department with hardware;
- visibility of the store from different viewing angles.
The premises can be rented in:
- shopping centers;
- ground floors of various buildings;
- first floors of apartment buildings.
An important detail is that the entrance of the store should face the roadway.
In addition, you need to take care of the warehouse, because only samples that are sold in extreme cases (the last model in the collection, sale of goods) are exhibited in the outlet hall.
Any dry room with ventilation and heating is suitable for a warehouse. You can consider options for hangars and warehouses in the industrial zone of the city. The area of the premises depends on the volume of production and turnover.
Purchase of equipment
The store will need:
- staff furniture - tables, chairs, hangers;
- office equipment - computer, laser MFO;
- cash machine;
- cabinets;
- shelves;
- bedside tables;
- inventory for utility room, meals.
In addition, it is necessary to purchase a metal profile and drywall for the construction of structures for display cases.
The warehouse will require a set of tools, materials for the restoration of doors (furniture markers, glue, edging, etc.). You also need a car to deliver products to addresses.
Staff
General staff:
- 3 sales consultants who work together, but at the same time each has 2 days off a week to choose from;
- 2 loaders;
- 1 driver.
Requirements for personnel - decency, responsibility and diligence. Experience in the door industry is preferred but not required. Models of goods and subtleties of work are learned in the process.
Search for suppliers and assortment formation
Suppliers are easy to find. It is enough to spend 1-2 hours on the Internet and find several companies that are engaged in wholesale sales doors or their production.
Reference: it is most advantageous to conclude an agreement on the supply of products with the manufacturer. In practice, this is not always possible due to the geographic location of the store.
An important condition when looking for a supplier is the availability of delivery and the possibility of returning defective products.
When planning a wide range, contracts are concluded with 2-3 suppliers at the same time. An example list of products is as follows:
- laminated doors - a canvas covered with a film that imitates various shades (Italian and Milan walnut, wenge, bleached oak);
- PVC film coating - the color range is about the same;
- ecological and natural veneer - the canvas is covered with a thin cut of wood or high-quality artificial imitation;
- metal doors of various formats and metal thicknesses.
Wooden doors in 90% of cases are a frame made of bars filled with corrugated cardboard or natural wood of inexpensive species. The main value in products lies in the appearance. Hence it is clear that canvases covered with natural veneer are valued more.
door store advertisement
The door store is more local business Therefore, it is not advisable to use advertising on TV and radio. It is better to use cheaper and more effective methods:
- signboard - bright, attractive, glowing at night;
- pavement signs with pointers to the location of the outlet;
- billboards;
- banners;
- promoters;
- advertising in urban Internet portals.
Your own website is an effective business promotion. People will evaluate all the products, see the characteristics and order the product.
Financial calculations
Investment in the project
Investments at the start (in rubles):
- 15,000 - registration of entrepreneurial activities and permits;
- 50,000 - conclusion of a lease agreement with an advance payment;
- 20,000 - warehouse rental;
- 150,000 - repair work in the room;
- 50,000 - purchase of equipment;
- 400,000 - purchase of a used Gazelle for the delivery of goods;
- 300,000 - spending on the first batch of products.
Result: 985,000 rubles.
Current expenses
Every month, the entrepreneur spends on:
- 150,000 - wages;
- 20,000 - fuel and lubricants and car maintenance;
- 10,000 - utilities.
Result: 180,000 rubles.
Income and expected profit, profitability assessment
The store's income depends on many parameters, ranging from the chosen location to seasonality (in winter, people are less likely to make repairs).
On average, a door store sells goods worth 400,000 rubles per month.
Net income - 400,000 minus 180,000, which is 220,000 rubles. From here, taxes and unforeseen expenses are taken away, and the floating activity of buyers is also taken into account, so the net profit will be 90-120 thousand rubles per month.
Profitability is calculated by the formula:
the ratio of net income to gross, multiplied by 100%.
R=90,000/400,000*100=23%.
A very good indicator for an average store with an area of 50 square meters. m. Payback of the project - 10 months.
When planning to open a door store, you should always be guided by a business plan. Step-by-step instructions will help to avoid many untidy moments, and will also contribute to the faster development of the case.
M We are all buyers. And for each of us there are such categories of goods in which we do not understand and are not guided. For some this washing machines, for others - computers, for others - plastic windows. And in this case, it makes no sense for us to ask what we want - we do not know, because we are not experts. In this case, we are afraid of making the wrong choice, and the higher the purchase price, the stronger this fear. Therefore, we are waiting for expert advice from sellers, and not receiving it, we turn to our friends or climb on the forums.
In situations where it is requiredexpert sales, the key mistakes of sellers during the presentation are three:
Mistake 1. Transferring 100% responsibility for the choice to the buyer.
For good, when the buyer is not well versed in the product, the retailer should use expert sales technology, that is:
· sell yourself as an expert, inspiring confidence in the buyer,
· to understand for yourself which option is best for the buyer in his situation,
So ideally. Unfortunately, in practice, the work of salespeople most often resembles a joke when a doctor says to a patient complaining of abdominal pain: “I have two pills - white and red. Which one do you want?" They can tell everything they know about the product, answer the buyer's questions, but they are not ready to share the responsibility for making a decision, often saying: "Decide for yourself what to choose." In extreme cases, they begin to get annoyed that the buyer "does not know what he wants." To be honest, such sellers can easily be replaced by cardboard counterparts - price tags with more detailed information about the product. In my trainings retail sales I invite the participants to feel the state of their customers for themselves, imagining that they go to doctors who are not ready to take responsibility for the diagnosis and treatment (after all, a person is a client and you need to be ready to receive something in response to your behavior similar).
Mistake 2. Complicate rather than simplify the buyer's decision making.
99% of the presentations I've heard as a trainer and buyer make it difficult to make a choice: they are full of obscure terms, not structured, do not answer the question of what it will give me, and contain almost no thoughts. The only thing I want to say in response: "I'll go and think."
Mistake 3. Inform, not encourage.
It is enough to inform only those buyers who have already decided on the choice. When the buyer has not chosen and is not an expert, he needs to be encouraged. If this is not done, the fear of making the wrong decision can be overcome in him, and everything will end again with the phrase “I’ll go and think”.
An example of a real sale (retail sale of interior doors)
- Good afternoon!
- Hello. I need doors. I have a private house, 7 openings.
- Good. Are you already familiar with our doors?
- Well, like this. I saw it on the Internet.
- Only on the Internet? Have you picked something specific? Something interested?
- So far, nothing concrete.
- Good. And what about your house? Country?
- Yes.
- In what style is the decoration done?
- In the classic. I saw you have oak doors.
- Yes, oak. Do you work with designers or do you choose?
- I choose.
- Good. Well, let's then, maybe decide on the color.
- I like the dark color, wenge.
- Good. Any of the models exhibited here are of interest?
- Yes, here, for example. Good in quality?
- Well, we have everything from solid oak, so our factory is responsible for the quality.
- Is there any guarantee?
- The factory gives a guarantee of 5 years. Probably the only factory that gives such a guarantee.
- What else can you tell? Can it be installed in a bathtub?
- Can. Even necessary, I would say, because oak is a fairly durable material. It tolerates moisture very well. Naturally, each door needs some kind of specific care. Standard, somewhere to wipe with a rag, somewhere else to do something. In terms of style, if you like it, we can consider ... In terms of color, as I understand it, you are not considering another option. Then we can play with models. Our factory makes any model in this color, so we can play with the style. We can see what is already on the trading floor.
- Okay, I'll go and think. Do you give discounts?
- We give volume discounts. Come.
So it turns out that in retail, where expert sales are expected, the client more often buys not because of the sellers, but in spite of them. As my mentor jokes: “I have good news for you. If you're selling making all these mistakes, imagine how your sales will grow when you get rid of them." Below we discuss how best to do this.
A few words about responsibility.
Let's start with responsibility for choice. When using expert retail sales technology, it must be shared between the seller and the buyer. If the seller is not ready to do this, he is likened to a guide in a museum: “And here we have Shishkin’s painting “Morning in a Pine Forest” ...”. In order to share this responsibility, the seller needs to qualitatively identify needs, including to understand where and how the product will be used, what its characteristics are priority (how to do this is the subject of a separate article). When the seller takes responsibility for his recommendations, he inspires more confidence in the buyer. Plus, it’s easier for the latter to make a decision (it’s not by chance that many of us take someone else with us to go to the store so that we can share this responsibility). Because of this, the probability successful sale increases significantly. And the problems with the return becomes noticeably less.
How to make it easier for the buyer to make a decision.
As for the presentation itself, it would be nice to structure it first. Usually it looks like a crazy lunch: at first there is compote, the soup is eaten with dessert mixed with salad, and from the second course there is only a side dish ... All this goes in a stream, without time for chewing and swallowing. The result is predictable: "Up or down?"
· Use key factors decision making
When choosing any category of goods, you can select key decision factors (KFPR). For example, buyers plastic windows pay attention to their heat, noise insulation (which depend on where the window will be installed) and quality (problem-free service life). Buyers steel doors interested in their protective properties, noise and heat insulation, beautiful appearance. And consumers of interior doors are more concerned about how they fit into their interior, how beautiful they are, whether something will happen to them (quality). And of course, the vast majority of buyers are concerned not to overpay.
These KFPR can be reported to the buyer: "You know, when choosing plastic windows, they pay attention to the following factors - so that they provide the necessary heat and sound insulation, are of high quality and so that they do not have to overpay." Thus, his perception will be formatted and prepared for receiving subsequent information, and the status of the seller as an expert will become even higher..
I recommend using KFPR as a presentation structure. In this form, the presentation allows you to convey to the buyer key thoughts and make it as easy as possible for him to make a decision. And be sure explain why you recommend a particular option to the buyer. Let's see how this can be done using the same example of an interior door presentation:
- Firstly, this door is very well suited to your interior. As we found out, the color of your floor is light, cream, and the door with its color will contrast perfectly with it. It will become a worthy decoration of your interior. Plus, it's made in classical style that matches the design of the furniture. And we all know that the classics are always relevant and never go out of fashion.
Secondly, this door is beautiful. It is made according to the technology of artificial aging, which is very fashionable today. The design of the door is typical for the rich interiors of the Mediterranean countries, primarily Italy. I am sure that your guests will appreciate your taste.
What else? This door is very high quality.. It is made on the most modern equipment from Italy and Germany. The difference of this factory is that quality control is carried out at all stages - from harvesting and drying of wood. Very few factories can boast a complete production cycle like this one. Therefore, we give a 5-year warranty for this door, while other manufacturers give a 1-year warranty, rarely anyone gives a 2-year warranty. Feel the difference?
Another important point. Buying this door from us, you do not overpay, because we are the branded salon of the manufacturing factory. You also said that there are small children in the apartment. I focus on this, because the door should not suffer - games, pranks ... I myself have two children, and I understand how this can be. The door is made of solid Caucasian oak. Oak itself is a very durable material, and Caucasian oak is the standard of strength among other types of oaks. And over time, it becomes even harder. But even if something happens - for example, leave a scratch with a sharp object (wood is wood), this door can be easily restored at home. Nothing will be visible. With veneer, such a number will not work. Like the door? A very worthy choice. Do you have measurements with you? Then let's do the calculation.
· Do a comparative analysis
What will such characteristics as a 5-year warranty or a 4-class burglary-resistance lock tell the buyer? I'm afraid nothing. And if we add that a 5-year warranty is the maximum warranty period for interior doors that only exists in Russia? That burglar resistance class 4 is the highest class for entrance doors to residential premises, which is higher only for armored bank and safe doors? And if we add that, wow, that door has a guarantee of only one year, and this lock has only the second class of burglary resistance? Do you feel how much easier it becomes to make a decision?
Therefore, compare. Compare different models with each other by key characteristics, compare your product with competitors' products, focusing on the differences between your product, compare with the norms and standards (“The thermal insulation of this model is 30% higher than the GOST standards!”). Be especially loud about the differences of your product if they are unique (for the city, for the country).
By the way, the technique works well when you make a presentation of one model, and when talking about others, you focus only on their differences (both positive and negative).
· Don't share.
You can make an amazing presentation worthy of sales textbooks, but if the buyer does not accept it, it will go to the milk. Throughout the dialogue, the susceptibility of the buyer can change significantly, and the seller needs to be sure that everything he says will be heard and understood. How to achieve this? Take breaks more often. According to studies, the amount of short-term memory of a person is 7 ± 2 units of information, and pauses perform the function of punctuation marks. During it, the client “digests” what he heard. Another valuable feature of pauses is that they add weight to your words..
Watch for affirmative head nods - they are a great indicator of your information being assimilated. If the customer doesn't nod his head during your presentation, it's a signal that his receptivity may have dropped. It's time to slow down. Ask clarifying questions, whether everything is clear to him, whether you need to tell about something in more detail. Questions invigorate the attention of the buyer. Include the buyer in the presentation process - give him the opportunity to see, smell, touch everything himself.
· Suggest other selection criteria
You can seriously simplify the buyer's decision making if you refer to the assessments and recommendations of experts, the opinion of the majority of buyers or significant figures. Whatever one may say, man is a social being. We tend to act with regard to others. Therefore, during a presentation, phrases like:
- Great door. By the way, it was she who was installed in one of the issues of the Housing Problem on NTV.
- 63% of our customers choose this particular model.
- The roof made of this material was installed by the chief architect of our city.
- Great TV. Even our owner bought one for himself.
- This model took a gold medal at the last exhibition in Moscow.
Of course, the presentation is the finest hour of the seller. And beyond the scope of this material, there are a lot of techniques and principles that make it even more effective.. Here I have tried to focus on those aspects of a commercial presentation that are often left behind the scenes, but at the same time have the most serious impact on the success of the entire transaction. I wish you great and successful sales!
For especially suspicious readers, I note that I do not promote black PR, but only suggest focusing on how your product differs from competitors' analogues.
For example, the well-known and well-proven HPV model (characteristic-benefit-benefit).