When running a shoe store, people often focus on decoration and purchase to build momentum, or grandeur or development of channels. There are crazy promotions and constant activities. In short, they spend a lot of money just to sell more shoes and make more money. Based on many years of practice, I personally believe that in addition to the above points, the majority of shop owners should also pay attention to some tiny details and master certain tips in daily sales, so as to achieve twice the result with half the effort and take generously without taking anything by force.
1. Signboards and showcases
I often see certain shoe stores on the streets. They are beautiful, luxuriously decorated, with loud music and overwhelming advertising flyers. But after seeing them, I have seen them again. Just a quick glance, leaving no deep impression. In fact, a good signboard, a unique store name, and neat windows can often better represent the characteristics of a store. The store name should be easy to remember. Both Mandarin and dialects should be equally smooth. The words should be short but concise.
There is a famous shoe chain in Wuhan called "Bubuyun". The signboard design is simple and unique, and celebrities are invited to inscribe them. It is very well-known and the business is particularly prosperous. Although celebrities are not available to everyone, putting a little more thought into signboards and store names will definitely pay off. A display window is more like a person’s face. If possible, you must design a display window. The design should be neat and bright, and don’t worry about the electricity bill. The shoes placed inside must be full of personality and eye-catching. It is best to add a crystal and embellished with some plants and flowers to show the vitality, nobility and elegance. In my old store, passers-by often stopped in front of the display window and could always hear compliments. What's more, there were even arguments over a certain pair of shoes. One said it was a certain color, and the other said it was a certain color. Said it was another color, and so on. He who hears it feels very happy.
2. Lights and Mirrors
Lights are available in every home, and mirrors are also available in stores. However, the designs are different and the effects are obviously different. For example, a rectangular store can be designed with 3-4 vertical rows. The two rows above the shoe racks on both sides of the wall are best equipped with spotlights or spotlights, and the middle ones are equipped with energy-saving lamps of similar wattage. . It is best to focus the spotlights on shoes with diamonds and trendy styles so that customers can see them at a glance and know the value and grade of the shoes without any introduction. As for the mirror, it refers to the shoe fitting mirror.
Many sellers, especially those selling men's shoes, for the purpose of saving space, or think that there is no need to pay too much attention to the function of the mirror, simply make a small tripod-shaped shoe fitting mirror when designing it. A slanted mirror, the kind that can only shine on your feet if you are stingy, thinking that as long as you can clearly see the effect of your feet on the shoes. Not really. My approach is to make the mirror 120-140cm long and 20-25cm wide, and install it on the wall 20-30cm above the ground. The frame can be wrapped with some patterns. A slender mirror can make a person appear slim and tall, while a wide or short mirror will certainly make a person appear bloated and fat. With this design, the obviously thick legs appear thinner to a large extent, the effect of wearing shoes is obviously improved, and the originally ordinary shoes will become extraordinary. Moreover, it can show the matching of clothes and shoes all over the body, greatly increasing the success rate of purchase.
3. Placement of Shoes
How to place shoes is a matter of opinion and wisdom. The methods are different but the purpose is the same. The basic principle is to place items with similar styles and similar prices together so that the styles and prices are clear at a glance. You can adopt some unconventional placement methods. If the side looks good, place it crookedly. If the heel is delicate, you can put it toward the customer. If the bottom is sturdy, you can put it face down. etc. Which part of a shoe is most distinctive should be used to its fullest. Show, the same style but different colors, with different placement methods. It is best to stagger the colors. Don’t put the same colors together. Spaced out the colors will appear rich.
It is worth noting that many friends often put the entire pair of samples outside because there are too few styles. If you do this, you must pay attention to guarding against theft. After all, the chance of someone stealing a pair is higher. Even if one sample is placed, the other one should be replaced frequently to avoid excessive color difference. Also, many new store owners, because they are not proficient in business, cannot know the purchase price of shoes well. When a customer counter-offers, they will ask whether they can sell it. They look through the goods list, sweating profusely, waiting for you to find the customer. Go to the next store early and buy it. In this way, you can write the purchase price in a secret position on the sole of each sample shoe. It is best to write it with a pencil and write a long code. For example, if it is 35 yuan, write it as 2007BED035F. If the customer cannot understand it, just understand it yourself. It can be sold. It cannot be sold. You can tell it at a glance, and the efficiency is greatly improved.
Therefore, mastering small skills is necessary.
4. Pre-sales and after-sales
Everyone can understand when it comes to after-sales, but pre-sales may not be very familiar with it, or they may not have paid attention to it at all. For example: A customer comes and likes a certain style. The salesperson trots all the way to the warehouse to get the size, and then happily tries it on for the customer. As soon as I got it to the customer, hehe, something went wrong. There was a stain on the shoe. "Try it, the little girl is also very tired from running." When it was put on the foot, something bad happened. There was a hole poked by a nail in the sole of the foot. If the trouble is serious, no matter how good the quality of the customer is, he will have an opinion. Not to mention compensation for the loss, if the situation is not handled properly, the reputation will be~~~~~~
In fact, this situation is not fabricated, it often happens in daily sales. How to avoid it? You need to do a certain amount of pre-sales work. You need to take a rough look at every part of the shoe upper, upper, and inside of the shoe. If you find any problems, solve them in a timely manner. Don’t let the customer discover the problem before dealing with it. It’s too late. ! It can be said that pre-sales work is the guarantee of sales.
As for after-sales, everyone knows what quality assurance creates credibility, so I won’t waste any more words. What I want to talk about is how to make after-sales services cost-free and how to use after-sales services to create profits. In my own store, there are a few simple words printed on the invoice: When the glue is opened and the line is disconnected, repairs are free and the accessories are not included. I use some glue, needlework, etc. The cost is very small, but I still try my best to get the wool out of the sheep. When a customer comes for repairs, I should try my best to recommend him to replace the heel, make a shoe sticker, etc., and sell some insoles, shoe polish, etc., and I charge at least 5 yuan for the beef tendon that costs one yuan, and I charge at least 5 yuan for the copper heel. Just charge 10 yuan. As long as your products are cheaper than those in machine shoe repair shops, customers will generally trust you. In this way, the cost of after-sales service is shared with customers, and profits can be earned to a certain extent. My daily money for cigarettes and drinks comes from after-sales service. There may be shop owners who disdain making such a small amount of money and think it damages their image, but I think it is convenient for customers and themselves, and everyone is happy and willing, so why not?
5. Tools and accessories
Every shoe store must prepare some necessary shoe repair tools and shoe accessories. Tools, such as hammers, hair dryers, electric drills, screwdrivers, clamps, trowels, blades, shoe trees, etc., are used for heel installation, heel replacement and other repairs. Accessories, such as shoe polish, cooling oil, detergent, polish, and shoe paint. , shoe edge oil, 502, soft glue, resin glue, heightening pad, full pad, half pad, heel patch, shoe wax, shoe wipe, shoe brush, heel matching, etc., used for cleaning and beauty. When the shoes enter the warehouse, they must be inspected, size checked, and roughly looked inside and out. If there are stubborn stains on the uppers, wipe them with a paper towel dipped in cool oil. If there are nails inside, use pliers to pull them out (it is worth noting that , Nails in shoes are inevitable and do not fall into the category of quality problems (this is well known in the industry), so it is necessary to be equipped with tools.
In the sales process, accessories are used. If your feet are low, wearing high heels will not work well. Give them a half pad, which will fill them up immediately. If the customer wants a size 37, but you only have a size 38, then immediately put on a few layers of insoles, euphemistically called protecting the soles of your feet. This will lead to successful sales. The rate is higher. In daily cleaning, use shoe wax instead of a rag. The polished shoe upper will be shiny and shiny. If the toe is recessed, it can be restored by blowing it with a hair dryer for a while. As for after-sales service, not to mention, repair tools are indispensable, no need to say more. Let’s talk about the use of various glues in detail. 502 or other names of quick-drying glue are used on leather surfaces. Before use, the parts to be bonded must be cleaned. It is best to use a spatula. The amount should be small and the action should be fast. Just press it with your hands for a moment; soft glue is used to bond insoles or other fabrics. If you don't have a professional squeegee, you can use a screwdriver instead. Apply evenly on both adhesive surfaces and let it dry naturally to 80%. Press hard and let it sit for 12 seconds. The effect will be better after an hour or more. Remember not to wear it immediately. If the above two methods are ineffective, use resin glue. The application method is the same as that of soft glue. Dry 80% naturally. Use a hair dryer to reach a high temperature of 70-80 degrees to quickly bond. , press hard and leave it for more than 12 hours.
In short, if a worker wants to do good work, he must first sharpen his tools. Tools are used for repair and emergency treatment. Accessories can help sales, or they can be sold separately to make a little money. Therefore, friends must learn the necessary simple repair techniques, and the store must also be equipped with daily shoe accessories.
6. Other small details
In addition to the above ones that can be classified, there are several small details that should be paid attention to.
The first is the clothing of the clerk. Let’s not talk about clothes, just shoes. For example, if you sell fashionable women’s shoes, the clerk and the boss both wear sneakers, so what’s the point of persuasion? Why should customers buy your fashion shoes? Next, you need to learn to try on shoes for customers, especially those selling women's shoes. If the customer is hesitant, then the female boss or employee must be smart and put the shoes on her feet immediately to show the customer. Of course, your feet are better than hers. You can only try them if they look good. You can also say, "You wear them better than mine. This is the pair. Don't hesitate." Business is often done.
Also, the music changes at any time. When there is no one on the road, play something lively. When customers come in, play something soft when there are few people. When there are many people, play something exciting to create a booming business. Atmosphere can generally drive customers' desire to buy. It should also be noted that if your store allows for counter-offering and the price is arbitrary, sometimes there are many customers who are trying and looking. If a customer makes a counter-offer to you, you think you can sell it, but you cannot answer in public. , you must learn to give hints, and give hints skillfully, then the business will be done, and it will not affect other customers. If everyone counter-offers, you will be unable to bear it. But whether you wink or pat on the shoulder, you must be skillful and don't let the guests misunderstand. Otherwise, they will think that you are just ogling, stealing the chicken but losing the rice, and you have turned into a dirty child.