How to increase sales. Sales volume indicators

Retail sales are the most common type of business. So, direct contact with the buyer gives an opportunity to give the retail point an attractive appearance. However, practice shows that some business entities are obsessed with absolutely not in those areas of activity that can bring the greatest profit. Modern owners of retail outlets often do not think what methods or tools to use to increase sales. In this case, even the subjects engaged in wholesale sales, sometimes should think about retail.

The connection between wholesale and retail entities

There is some relationship between these two categories, namely:

- with the increase in sales at retail, an increase in the corresponding figures for wholesalers is observed;

- with the activation of sales volumes on the recommendations of the wholesaler, the loyalty level at the retail point increases;

- taking into account the features of the retail business , sales from a wholesale seller are increased due to better satisfaction of demand.

Sales Monitoring

Demand, both in general, and for a specific product in the conditions of modern management becomes particularly urgent, and therefore requires constant monitoring. To create all the conditions under which sales will be successful, you need to properly organize the implementation process itself, taking into account certain factors, from the appearance and packaging of the goods, ending with prices (wholesale and retail), and sales locations.

What is necessary to take into account and control the business entity in the sphere of trade? Experience shows that in order to make a correct and effective decision, it is necessary to systematically systematize information that is relevant to the activity. The first stage of monitoring is the collection and analysis of data. The next is direct decision making.

Key performance indicators of the retail point

To keep sales volumes down, you need to monitor two indicators of retailers' effectiveness:

- the number of customers who visited the store;

- the number of buyers who bought something at the outlet.

The first indicator is calculated quite simply. You can put an appropriate sensor at the entrance to the store, counting both incoming and outgoing customers. Errors in this case can occur only if the same buyer goes in and out a few times. But they will be insignificant.

Indicators on which the number of customers in the store depends

Among those we will outline the main ones:

- the location of the retail point;

- presence of signboards;

- Uniqueness of the offer;

- the organization of advertising;

- other services.

Often, retail stores with the opening of their points focus only on one of the above factors. And experts proved that only with the consideration of these indicators in the complex will be able to maintain a stable level of sales.

Still, the most important indicator is the location of the outlet. In second place is the choice of the specifics of the goods. The first indicator depends on this factor. So, if it is a question of goods of daily demand, then the location of the store is important. If the business is supposed to sell goods with a certain uniqueness, then in this case the location of the outlet is not so important. It is advisable to review the sales figures for increasing the attendance of stores in more detail.

Penetration

The location of the outlet affects the factor, such as patency. The latter is determined by the total number of potential visitors. For this, a representative of a business entity can stand at the shop door and count people who have passed by this outlet and looked interested in its direction. To obtain more complete data, you can divide all potential buyers into men and women, and also distribute them by age.

Signboards

After establishing the patency of the store, it is necessary to attract the attention of potential visitors. As an effective tool, a sign is used, which should:

- be noticeable and conspicuous;

- clearly identify the specifics of the goods that a person can buy at this store;

- to announce the advantages of certain purchases (low prices, assortment and high quality).

Unfortunately, it is difficult to determine the effectiveness of a signboard. This can be done only by an empirical method.

Uniqueness of the offer

If you can not organize a trading point with high traffic, and the desire to open your own business is, this factor will help in this. The uniqueness of the trading position is something for which any buyer will want to go to the store, which is even in the gateway. Thus, the first thing that is simply necessary for sales volumes to always be stable is to provide a product or service that is unique in its definition. Examples include the following:

- direct supplies of Chinese tea (over 1000 varieties);

- European dry cleaning (in just 5 hours);

- over 100 models of boilers with free installation;

- delicious high-quality belyashi at the lowest prices, etc.

Organization of advertising

Not all business entities can afford to remove commercials for their subsequent broadcast on television. Also quite expensive are billboards on the central streets. Therefore, this article will pay attention to other, no less effective methods of advertising promotion of goods.

The effective method is the placement of relevant ads on the Internet and in local newspapers. Also, good feedback can be given by positive feedback from buyers who are satisfied with the purchase and service, which the price also arranged. The sales volume can be significantly increased if you order the appropriate flyers and booklets in the printing house. Ideal advertising - information about a product or service, located along with other data that may be needed by a potential buyer. For example, on the reverse side of the flyer you can print the addresses of the best catering points or the schedule of electric trains. In this case, the informativeness of such a booklet increases significantly, respectively, and the likelihood of its preservation, too.

As for the Internet, placing advertising on the vastness of the World Wide Web has one indisputable advantage. This is an affordable price. The sales volume can be significantly increased if you create an appropriate store website that will be regularly updated.

Other services

For example, an entrepreneur decided to open a cosmetic store in a small town. How to notify the whole village about this? It's very simple - to invite a stylist who will be able to pick up and adjust the image of customers for free for a month, for example, and notify flyers as many people as possible. It really should work, and in a month many women will know about this store.

Another clear example is the sale of conventional plastic windows. Retail sales will increase significantly in the future, if you offer to rent a special device, through which the thermal conductivity of windows is measured and the loss of heat is calculated. With the offer of this device, the rating of the business entity will significantly increase.

Thus, sales growth can be achieved using the above recommendations.

The causes of the ruin of some shops

The conducted researches in retail business have shown that up to 80% of representatives of small business are ruined in the first five years of their work. This is often associated with significant costs, related in turn, for example, with the lease of premises for the store. The volume of retail sales is closely related to the range of goods. Also often there are not enough good specialists who are able to work effectively with customers.

To successfully develop your own business, you should not pay attention to competitors, but it is not recommended to constantly look back at them. What is meant in this case:

- rely only on yourself;

- Increase the number of customers (attract buyers, not just passers-by, increase traffic and try to create a queue of buyers);

- increase turnover by convincing each visitor to make any purchase, increase the size of the average check and the number of goods in it, ensure the maximum of repeated purchases;

- to eliminate any problems arising with personnel: to find highly qualified personnel, to prevent any theft among workers, to educate professionals, to form an effective system for monitoring both sellers and administrators;

- to build effective marketing (to refuse low-effective advertising, to approach carefully to sales, to develop profitable pricing).

On how to get a stable planned sales volume, and will talk further.

Formula of sales volume

The sales volume must be calculated in order to analyze the growth or reduction of this indicator. This will allow any business entity to monitor its success and make timely decisions with a rapid decrease in the corresponding coefficients.

There is a well-known formula for sales:

OP = (URP + Pr) / (U - P), where

UDP - conditionally fixed costs of an industrial nature;

Pr - profit without interest deduction;

C - unit price;

P - variable costs per unit of goods.

An important indicator in the analysis of sales is its gross volume. At the same time, gross income is calculated, but for some time it is based on turnover, acting in the form of a trade markup rate. Gross revenue for the planned period is based on the forecasted turnover.

Conclusion

Summarizing the material presented, it should be noted that sales volume is an important indicator of the effectiveness of a trading enterprise, its magnitude largely depends on both internal and external factors. Only if the business entity tries to take them into account when planning its own activity, it will be able to achieve good results.