What sells better now from furniture. Professional furniture sales technicians

Therefore, perhaps, the main task of any furniture salon is to work on "retaining" the visitor and bringing him to the decision to make a purchase in this particular salon. Even a client who is convinced of the quality and low prices does not want to be let go to other salons, in the hope that he will establish himself in this opinion. There, the buyer can simply be persuaded.

And since the desire of the buyer to visit several stores when choosing furniture is a matter of consumer psychology, then its solution lies in the field of sales psychology. As well as the area of ​​​​transferring visitors to buyers is the responsibility of the sales staff, subject to its preparedness.

In order to effectively sell furniture and resolve all customer doubts (without additional customer bypassing other stores), the seller needs to take into account in his work a number of specific features, both the behavior of buyers when choosing furniture, and the furniture itself as a product. And more importantly, not just to know, but to be able to use these features in working with a client, to gently lead him to a purchase decision.

The specific features of buyers when choosing furniture are set by the product characteristics of the furniture:

1. FURNITURE BELONG TO THE CATEGORY OF GOODS OF HIGH COST.

Therefore, in the sale of furniture, the distinctive features are:

1.1. Increased demands of customers (both to the product and to the service).

In fact, the sale of furniture is always a VIP sale, regardless of the client's income level. In part, this is due to the fact that when selling an expensive product, every customer is important. But the factor of customer expectation is much more significant:

In sales practice: Taking into account these expectations in a special way, when establishing contact, accompanying the client and presenting the goods, the seller creates and maintains in the client a state conducive to making a purchase. The seller receives the attention and disposition of the client, and hence the opportunity to work with him (including with his doubts).

This is especially useful, since the high cost of the goods causes a state of doubt and increased anxiety in most customers.

1.2. Increased anxiety (doubts).

For most buyers, furniture is a type of important and infrequent purchase that he cannot afford often. And therefore, the client treats the purchase with special responsibility (after all, he will give a lot of money for himself, and he will have to live surrounded by this furniture for several years).

The natural reaction of the buyer in such conditions is doubt and increased anxiety, which to a large extent encourage the client to go around many stores before making a purchase.

In sales practice: The client, of course, can resolve his doubts himself ... But, perhaps, already in another store ... Or the seller can competently and discreetly help him in this. Since, his task is to keep the client in his store and bring him to the decision to buy in it.

1.3. Price factor.

When selling furniture, cost is one of the main limiting factors to making a purchase. Therefore, in the issue of cost, there are always objective and subjective limitations.

The spread of loans and various forms of installment payments, in many respects, resolve the objective restrictions of the buyer, significantly expanding the range of goods available to him.

In sales practice: In sales practice: If, in addition to providing loans, there are sellers in the furniture salon who are able to expand the subjective restrictions of buyers regarding price and availability, then only then the credit policy reveals its full potential.

2. FURNITURE IS A MULTI-FACTORY PRODUCT.

Furniture as a product has many characteristics:

External (style, design, color, dimensions, etc.);
ergonomic (configuration options, usable space, ease of use, etc.);
quality (materials, fasteners, coating, etc.);
and much more.

And when making a purchase, the client also takes into account the characteristics of the room (space, geometry, colors, etc.), the existing furniture and interior elements present, as well as their personal preferences and the preferences of those around them (relatives, friends ..., business partners), from on which this choice sometimes depends.

So many factors that need to be taken into account make furniture a "difficult purchase".

Therefore, most buyers, when choosing furniture:

Does not have a clear, established idea of ​​the desired product and its characteristics and goes to the furniture salon with vague ideas or separately highlighted requirements for the product. This is what opens up great opportunities for the seller consultant (more on that later).

Has idealized expectations (more on that right now)

2.1. Idealized expectations

The client's expectations are often at odds with reality, namely with the available goods or the financial capabilities of the client himself. This requires the seller to be able to smooth the differences between the desires of the buyer and the available assortment, coordinating it with the expectations of the client.

In sales practice: A satisfied customer is the goal of any sales organization. But often, the client, coming for the product, has idealized expectations (and wishes) in relation to the product.

In the selection process, such a client "descends from heaven to earth" and still acquires the real product he needs, and not an idealized dream.

However, at the same time, he can “go down to earth” already in the next store, where unsatisfied expectations will lead him and where, having seen the same assortment, he will let go of his ideal and descend to considering the existing real product. He will buy the goods exactly ... But the store will be different.

And even after purchasing this product, the client will have a "residue" ... "Residue" in relation to the store where the purchase was made. Will the next time the customer start searching for a product from this store...? Hardly! And you probably don't want this to apply to your store?

Currently, there are more and more such clients. And they are very "attached" if they find what they want in their ideal.

And what is very important: Any salesperson can work well with such a client if he uses the technique of advanced presentation. A technique that allows the client to imperceptibly reduce his idealized expectations to real ones without destroying them. What creates a strong emotional attachment to this product, and hence customer satisfaction.

2.2. Doubts in the selection process.

Uncertainty, due to the many characteristics of furniture and the desire to take them all into account, cause the client to be uncertain and doubtful in his choice.

It is this feature that encourages the buyer to bypass many stores and explains the psychology of the "client-walker":

To resolve these doubts, the buyer, not yet having an idea about the furniture he needs (its characteristics), goes shopping and makes a decision on the spot.

And here, everything is the same as in matters of cost:

The client can decide on the characteristics of the desired furniture himself (the only question is "when" and "where" this will happen), or the seller can gently help him in this (and thereby lead the client to the decision to purchase a model available in the assortment of this store ).

Whether such a potential buyer goes further or becomes a client depends on the seller ... and characterizes the professionalism of the seller.

In sales practice: Such a client is an ideal object for the work of a sales consultant. The buyer does not yet have an established opinion and is easily influenced by external influences (provided that the seller owns the technologies for managing client requests).

2.3. Exposure of the buyer's opinion to external influence.

The buyer, not having an established opinion, intuitively feels that he can easily succumb to external influences and creates a "protective barrier" around him.

His typical behavior is detachment (isolation), and a typical response to an offer of help or recommendations from a sales assistant is a refusal or a typical phrase: "I'm just looking."

In sales practice: If the seller can get around this barrier through soft and unobtrusive contact, then he will receive an "easy" buyer, and the store will have a satisfied client. And if not, then another store will probably get that customer.

2.4. An individual way of making a decision (lack of a single purchase logic).

The multitude of factors influencing the buyer's preferences when choosing furniture, in turn, give rise to many individual strategies for making a purchase decision.

In sales practice: Template presentation models in the process of selling furniture show themselves as little effective. This makes the skill of individual presentation, based on the personal characteristics of the client (values, key criteria, decision-making style) - the main working tool for the effective work of the seller with any buyer.

3. MULTIPLE PERSONS ARE OFTEN INVOLVED IN BUYING FURNITURE.

3.1. Furniture is purchased, according to the needs of several people.

This is especially important when selling "home furniture". When the buyer takes into account not only his own opinion, but also the opinion of his loved ones, who may not be around at this time.

In sales practice: The ability of the seller to work with the client - to take into account the interests of other interested parties, allows you to expand the range of models offered, and reduce the likelihood of returning goods.

3.2. Several people (family or company) are involved in the furniture selection process.

In this case, the seller has to work with a group of people, and the opinions of these people may contradict each other.

In sales practice: To make a successful sale, such conditions require the seller to be able to establish and maintain group contact, identify a leader, coordinate disparate expectations and opinions, leading them to a compromise.

4. ADDITIONAL STRATEGIES.

In addition to the basic skills that every salesperson needs:

Establishing contact and trusting relationships;
collecting information about expectations, values ​​and opportunities;
managing the client's emotions (creating useful states: trust, interest, confidence, etc.);
use of speech impact strategies;
use of various presentation and objection handling techniques.

In the sale of furniture, it is worth highlighting additional strategies:

4.1. Working with product catalogs

Not all products can be exhibited in the salon, and not all sellers are able to successfully make a presentation using catalogs. This significantly reduces the ability of the store to sell products, limiting it to only a visually presented assortment.

In sales practice: The ability of sellers to work with catalogs reduces the dependence of the sales volume of the salon on the presented selling space, significantly increasing the profitability of the store.

4.2. Double Selling Technique.

Furniture provides a great opportunity for a "twin selling" strategy: the strategy of selling additional accessories by linking them with a common buying logic to the purchase already made.

In sales practice: A simple but effective technique that allows you to significantly increase sales, because it increases the purchase amount (ideally, the purchase amount of each client).

Taking into account the above characteristic features of the furniture sales process and form success in working with a client, allowing not only to significantly increase sales, but also increase customer satisfaction.

Director of the Center for Business Development Technologies "ABION",
business coach, Alexey Skvortsov.

Nizhny Novgorod

Igor Kochetov
trade network "Furniture-plus"

Now we are seeing serious changes in the structure of consumer demand. First, sales of upholstered furniture have significantly decreased. Accordingly, its share in our trading floors has decreased. Upholstered furniture was not a profile product category for Mebel-plus before, this position was well represented by subtenants who cooperated with local suppliers. However, with the onset of the crisis, many small operators turned their points. We are faced with the need to increase purchases in order to fill the vacated space. When choosing a “soft” assortment, we focused on the most inexpensive models costing from 10 to 15 thousand rubles: they sell best. The products of federal suppliers operating in the middle segment simply ceased to be in demand. Here, for example, sofas from the Pushe factory have always been well bought from us. Today they are no longer relevant. Now everything is dictated by the price. Logically, it needs to be reduced, and factories, on the contrary, increase the price tag. We have no choice but to suspend work with them.

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In the sector of cabinet furniture, the furniture of our own production "Ash" has moved to the leading positions. We have been striving for this for a long time and now we are very pleased that, thanks to assortment restructuring, we can influence selling prices ourselves. The most popular commodity items of "Ash" are small furniture forms. Small walls, kitchen corners, cabinets, cabinets, chests of drawers, inexpensive beds and computer tables. By our direct order, Yasen has launched the production of popular analogue models. For example, now we are successfully selling an analogue of the Samba Lotus wall and several kitchen modules, the prototype of which was the Stolplita model. We don't feel any remorse. We would be very happy to sell the furniture of the factories themselves, if it were released to us on time and in the right quantity.

Nevertheless, the products of the Stolplit factory still occupy a significant share in the Mebel-plus assortment portfolio. Stolplita kitchens are the most popular among buyers. I also cannot complain about the sales of Miassmebel and Volgogradmebel factories. They also run smoothly.

In general, I want to note that the average check in our stores has decreased by 30 percent. People most often make purchases that do not exceed 15 thousand rubles. Buying up to 20 thousand is already considered large.

Belgorod

Irina Bondarenko
network of stores "Expert"

From the beginning of this year upholstered furniture began to sell worse. Buyers have lost interest in sofas worth more than 80 thousand rubles. Since last year, we had two sofas for 200 thousand each at the exhibition, and we are happy that we managed to sell them at the beginning of February. We do not plan to order such models now. For our customers, they definitely moved into the category of expensive ones. The most popular models are eurobook sofas. And it doesn't matter who makes them. The main condition of demand is the price. It should not rise above 50 thousand rubles. As far as suppliers are concerned, Int and Freiling factories show the best results in our stores. The rest fell thirty percent.

In sales of cabinet furniture, the dynamics are better. The products of our main suppliers - Dyatkovo and Angstrem - are still on sale. True, consumer preferences are gradually changing in the “corps”. The average check for a purchase decreased by 15 percent. At Dyatkovo, sales of the mid-price Melody program have practically stopped, but the interest of buyers in the economical Concept has not disappeared. By the way, the factory has recently introduced new colors. The new ones are getting worse. The buyer needs time to get used to the updates. I don't know how far-sighted it is to experiment with running models during a crisis.

Ufa

Farit Sakaev
Trade network "Uyutny Dom"

Tables, chairs, chests of drawers, computer tables - these are now the most relevant positions in our stores. Sales volumes of small molds did not decrease. However, there was a change of favorite suppliers. Previously, the undoubted sales leader for us was the products from Elburg. Until recently, we actively supported their corporate format "City of Tables and Chairs". However, with the growth of the exchange rate, the prices for Elburg's positions rose by 20 percent. The buyer responded immediately. Sales have dropped. Now, in the sector of tables and chairs, sales of furniture from another wholesale and retail company, Domoteka, have gone up. Their prices are lower, and the offer in the economy segment is wider. Domoteka has its own production, and they are less dependent on currency fluctuations.

The demand for bedrooms has fallen. Not to say that they are not bought at all, but somehow not very active. People stopped taking full-fledged sleeping sets right away. They prefer to buy a bedroom in parts. First a bed, a month later - a closet, then - a chest of drawers ... We understand that it's easier for them, and we meet halfway. We “remember” customers and notify them of new arrivals.

The most popular models in the bedroom category are the Legend set by the Lotus factory, as well as Geneva and Eden under the same brand.

Perhaps, Lotus products remain one of the most sought after by the buyer. Their famous Samba wall and a number of models for living rooms are still very popular. Tellingly, similar models from the same "Interdesign" are sold much worse. In general, I can say that against the backdrop of negative sales figures in the living room furniture sector, only Lotus demonstrates at least some positive dynamics. Unfortunately, it is still difficult to work with Lotus due to systematic violations of contractual obligations.

In the segment of economical furniture, the best performance is shown by the factories "Three Ya" and "Intedi". Children's rooms and hallways are sold well.

Sales of upholstered furniture have fallen. The situation with the Rival factory worries me especially. Previously, their sofas sold very well, now they are almost a 50% drop. However, this picture is observed only in federal suppliers. The production of local factories becomes relevant. Sofas they make are the same, and the price with them, unlike Moscow manufacturers, can be negotiated. Now the share of products of local producers in our assortment matrix has increased by 40 percent. Accordingly, the share of federal producers decreased. The most popular models in the upholstered furniture sector are eurobooks and sofas with roll-out mechanisms. That is, sleeping options. Nobody needs chairs.

The average check in our stores has decreased by a third - from 30 to 20 thousand rubles. Now is a difficult time for active sales. Not only is the crisis, but also the beginning of the off-season. Of course, we have already begun to prepare to pass it with the least losses. It is important to maintain customer loyalty. Now we have developed an installment payment program with one of the banks. We see that people are ready to buy a complete set of the same bedroom, but there is not enough money - we give installments. In this case, we release the goods to the buyer without a discount, since the amount of the discount goes to the bank. This service is now gaining popularity, because people, despite the crisis, have not yet lost their consumer instinct.

Moscow

Evgeny Leontiev
trade network "Sofas and armchairs"

I can't say that we have reduced the amount of the average check. Of course, some redistribution of price preferences took place, but this did not particularly affect the chain's turnover. Sales of models of the middle segment fell, but indicators in the "economy" increased. Profit, of course, declined, but this was due to lower margins and our desire to keep prices as low as possible. Today our task is to keep prices at the pre-crisis level. As long as it succeeds.

I also can’t say that there are some hit models on the network. We have managed demand. If we decide that this month it is necessary to sell the maximum number of "Eurobooks", then we are preparing an appropriate promotion. Since such promotions are planned for a year ahead, we do not expect any surprises in the form of an unexpected change in the relevance of models. For us, the product that we ourselves choose is effective.

Meanwhile, the development of the "Sofas and armchairs" network continues. We are expanding our marketplaces and have opened 9 new stores in the last three months.

Chita

Alexander Dmitriev
trade and retail enterprise Rimex-M

We have six own stores. In Chita, Khabarovsk, Krasnokamensk, Mongolian Ulaanbaatar, and another one was opened in the city of Borzya in the Trans-Baikal Territory. We work in the "medium" and "medium plus" segments. In Chita, we have a separate trade format "People's Furniture", where we sell economy class products.

It is clear that in different segments we observe different situations. In the "economy" the average check fell by half. A purchase of 10-15 thousand rubles is considered very successful for the store. Although earlier the average check exceeded 25 thousand rubles. The leader of sales in the economy - "Stolplit". First of all, the kitchens and beds of this factory are selling well.

In the "medium plus" segment, the decrease in the average check is not as noticeable as in the "economy" segment. In principle, we still manage to sell all the furniture displayed in the halls. Unlike other operators, we continue to actively trade in imported furniture of the medium-high price segment. Everything is simple here. They just reduced the margin a little and remained at the same prices. However, “average” Italy and China have significantly “sunk”.

Sales of kitchen furniture fell 15 percent. Our former leaders - factories "Maria", "Rossibalt" and "Ulyanovskmebel" - so far show a negative trend.

In the upholstered furniture sector, MTs-5 continues to be a priority factory for us. Of course, the amount of the average bill for the furniture of the Kirov-Chepetsk company has decreased. Previously, we easily sold sofas worth up to 500 thousand rubles. Models costing from 70 to 250 thousand are now selling well. Dobryi Stil and Pinskdrev are leaders in the middle segment.

Kirov's Lotus has good sales in the mid-price "corpus". But we, unfortunately, do not earn much on it. Delivery delays and the organization of our own service eat up all our profits. I hope that the situation with Lotus will improve over time. In any case, they have been swearing this to us for more than a month now.

Novosibirsk

Elena Zemtsova
Escado store

The interests of buyers are slowly but surely shifting towards furniture essentials. We sell a lot of chests of drawers, cabinets, tables and chairs. The hallway is already considered a big purchase. People are splitting orders. One bedroom can be bought within three months. First they will come and buy a bed, then - cabinets, then - a wardrobe. We are not talking about dressing tables. They are already considered a luxury.

The same is observed in the sector of upholstered furniture. Sets of a sofa-"troika" plus armchairs are not relevant now. But small case models worth up to 16 thousand rubles are very popular.

The same price shift is observed in the "corpus". Ready kits are in demand. Among them - Lotus "Samba", Diamond "Sakura", Angstrem's "Freestyle". The old proven models of "District" and "Red October" - "Arcadia" and "Lunaria" are selling well. In general, the old economy series show a positive trend in almost all factories. One gets the feeling that the buyer is afraid of new products and prefers to take what is sold at a stable price and has proven itself well.

We, focusing on changing customer needs, are forced to revise the assortment policy. Of course, we are wary of changes in price or some characteristics of popular models. We believe that now is not the time for such experiments.

Irkutsk

Valeria Vasilyeva
trade network "World of furniture"

I don't see dramatic changes in the structure of demand or the scale of purchases. There has always been a specific buyer in Irkutsk. And in the best of times, people did not make large acquisitions, preferring to buy furniture sets in parts.

The demand for the assortment has not changed much compared to November last year. Bursts of interest in some specific product groups depend on seasonality. Now living rooms and bedrooms are in great demand.

The tastes of buyers have not changed, which cannot be said about their capabilities. The average check dropped by 10 percent. In addition, we noticed that people began to buy more often, but for less money. Large amounts, and in our case it is a purchase of 10 thousand rubles, are afraid to spend.

In general, it is rather difficult to track consumer trends in furniture retail by the visitors of our stores. The tastes of our customers, in fact, are formed by suppliers. We sell what we want to sell, not what they want to buy from us.

The Dyatkovo programs "Concept" and "Octava" remain the leaders in sales, the modular system "Prestige" of the Angstrem factory is selling well. The line "Arts and Crafts" of the Avangard factory near Moscow is also very popular.

Vladivostok

Dmitry Semakov
trade network "Mebel-Grad"

I am not yet able to provide accurate data on changes in the structure of demand. We only do calculations and analysis. Unlike other Russian regions, which reported a serious reduction in demand already in November, Primorsky Krai held on for another three months. Our decline began at the end of February and continued in March. Now we are seeing a 15% decline in sales and a change in the nature of demand throughout the network.

The average check fell by 10 percent. In general, it has never been particularly high - it stayed at the level of 15 thousand rubles. Now we are seeing a gradual decline in consumer activity and a clear desire to save as much as possible. This is how the situation in Vladivostok is developing. In regional centers and towns, the decline is more noticeable. The average check is kept at the level of 8 thousand rubles.

We have already adjusted the purchasing policy. So far, we have suspended work with suppliers offering middle-class furniture. Focused on economy. In the previous volumes, we trade the entire line of Stolplit, but we have removed furniture from the Lotus factory from the matrix. Couldn't agree on terms. We reduced the mid-price range of Dyatkovo. On the podiums in stores, we strive to leave only those models that will be of interest to our buyers, that is, "economy" and "budget".

Rostov-on-Don

Valentina Novikova
wholesale and retail company "Mebeltorg"

Sales volume has been declining since the beginning of the crisis. Several times we failed to meet the monthly plan. November of last year and February of this year were quite severe months. However, in March the dynamics improved. Probably, the consumer panic has subsided, and we, in turn, being not only a retail but also a wholesale company, have increased the number of counterparties.

We do not lose optimism: whatever the times, furniture in the South is still sold quite briskly. Serious volumes are bought by Chechnya and Adygea.

We cover an economical niche with goods from numerous local manufacturers. Quite stable and the middle segment. Our main suppliers are the Kaliningrad factories Interdesign, Mann-Group, Feiga, Eurofurniture, as well as the Ufamebel company. In addition to our own stores, we serve the trading floors of our partners in the Rostov, Volgograd and Astrakhan regions. In the near future we intend to open a wholesale warehouse in Grozny.

Despite the general decline in sales, we are not going to revise the assortment. The recently held furniture exhibition in Krasnodar showed that operators are not losing interest in our furniture. Of course, the buyer now focuses on inexpensive models, but there are such models in the assortment portfolio of our suppliers. Now the “Italian” collection of “Interdesign”, the “Sahara” program of the Mann-Group company are selling well. Also, the new Ufamebeli program, Cary Princesses, has a good dynamics.

Yekaterinburg

Arkady Potorochin
trade network "Centromebel"

Since the beginning of last fall, we have recorded a 40% drop in sales. I can’t say that some segment “sank” more, and some less. We observe a uniform drop in demand for all categories of furniture. In this situation, we, of course, have to revise the assortment - to abandon slow-moving models and develop a promising product. Our stores sell well the products of the companies "Yartsevo", "Borovichi", "Angstrem". All their popular lines are still in demand. After the Zarechye factory adjusted the prices for its Harmony program, this collection also began to be sold. There was no drop in sales for Louis Dupont furniture sets. This company, perhaps, shows our best sales results.

My husband and I are engaged in Internet advertising, both have long and successfully operating agencies (Media stars and RealWeb), which have already grown into relatively independent businesses. At some point (it was in 2011) I wanted something new.

I wanted to open a new business based on the competencies that we have developed. They began to look at Internet commerce, which is now incredibly rapidly growing and even profitable in some places. There was no point in poking into electronics and household appliances, it should have been done five years ago.

We discussed bed linen, something else. And then I met a friend who had a showroom of premium furniture and decor in Twinstore. She said that she was attracted to online. And we thought that we understand online sales, but we didn’t want to create a warehouse and organize logistics ourselves. In general, we decided that we could help each other.

Where did they start

We created an online store where we placed the goods that were presented in the showroom, as well as those that could be brought to order, and in September 2011 we launched sales. Any online store has two main ways to promote in Russia - Yandex.Market and contextual advertising. But it quickly became clear that they did not work with furniture at all.

The context is suitable to meet the current existing demand. Moreover, the request for which the advertisement is placed must be formulated as specifically as possible - for example, a Samsung phone of such and such a model. In furniture, there are no such requests in principle. No one is looking for a mustard-colored corner sofa. People write simply: “buy a sofa” or “photo frame”. And this is almost the same as writing: "I want something." It turned out that those who are looking for photo frames most often have in mind a cheap Chinese frame for 50 rubles, where you can insert a letter. That is, if you sell furniture, you can buy ads in the context, but the conversion (the ratio of visits to the site to purchases) will be very low. We ourselves realized this by burning a certain amount of money.

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Recently, the furniture market on the World Wide Web has become more active. The competition in this market is very strong, there are many manufacturers, and even more sellers. And everyone is trying to convince a potential buyer: "We are the number 1 company, leaders in our business, we know what you need and we will definitely give it to you." But is it true?

How competent are all these commercial sites in selling furniture to the public? What mistakes do they make in the online sales process? And how can novice furniture sellers avoid such mistakes? Before you start selling anything, you need to put yourself in the place of the client. You must understand what the customer wants and develop a specific strategy for how to deliver it to the consumer.

Knowing these simple and uncomplicated desires, you can correctly form your own sales strategy. What are the main needs of a potential client who wants to order furniture online?

He wants to consider the product he likes from all sides. To do this, you need to add large and beautiful photos of the product to the site. Moreover, they should be made from different angles, showing all sides and parts of the product in the smallest detail. Since a visitor to your e-commerce site will literally buy with their eyes, they should like what they see.

Niche selection. No need to try to sell "everything to everyone" - this is a very ineffective way to achieve success. Try to find your narrow niche, such as "office furniture", "kitchen furniture", "wooden bedroom furniture". The narrower the niche, the more “clear” you will look in the eyes of potential buyers. They will already know that in order to purchase a product of a certain category, it is better to contact you, because you are the one who deals with this category. And this means that you are much better than other sites and companies that do not have a specific specialization and sell "everything for everyone."

Price. Nowadays, on the World Wide Web, you can review about ten different commercial sites in five minutes, compare the catalog of goods sold on them and prices. To increase the demand for your products, try to indicate the prices of the goods without taking into account the cost of delivery, collection and transportation. This will help to reduce them somewhat, which will positively affect the demand for your products.

Delivery, installation, service. An additional service must be present in your list of services. Without it, the sales process will be incomplete, which will significantly affect demand. Provide your customers with a wide variety of services - deliver products directly to the customer's apartment, assemble it, serve it. For all these additional features, you can make good money, and these are also important nuances that buyers pay attention to.

Loyalty program. Your customers need to be "attached" to your site. Even if they made a purchase from you once, you need to keep them, make them loyal, gain their trust. You can do this in a variety of ways - give them discount cards, invite them to closed master classes, give free consultations, make them registered members of your site and give them the opportunity to view closed materials. Retaining a customer is seven times cheaper than finding and acquiring a new one.
Remember this list of simple rules and apply them in life. Then your furniture store will be successful.

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For heads of sales departments.

Attention! This free article is not part of the Uncensored Furniture Business course.

Believe me, at least 1000 interns have passed through my hands for the position of a furniture sales assistant.

Why so much? Why such staff turnover? A very rare case when a store employee "grew up" like a chick and left his father's house proud, to the delight of his "parents". Naturally, these quality people are always promoted: they create their own business, they are lured to higher positions in reputable companies, and so on. But this, we repeat, is an exception ... And we are talking about experienced sellers.

The bulk of the interns did not "survive" before certification. We have a “rule of three days”, when in the first three days of the internship we don’t even pay the “internship”, we don’t apply for a job, but at the same time we put pressure on the intern to the fullest. That is three days we look narrowly at each other. So, we admit that these three days cannot "survive" 70% of the interns, they just run away.

Conclusion? People don't want to stress.

And in a furniture store it is impossible to become a quality seller without straining ... So they run ... Well, you, Boss, if you want to work with rubbish on rubbish terms, then continue to curry favor with candidates, conduct sentimental conversations, entertain interns with stories from life, with anecdotes, instead of teaching them and forcing them to plow for the benefit of the store ... There is such an expression "politeness to take for weakness" ... A good expression, vital. So, this is just about interns.

In one of our previous articles, store management mistakes were described when working with interns in a furniture store. We do not consider it necessary to duplicate this description. But, believe me, these mistakes are completely commonplace. And when you list a person, the director of his mistakes when working with interns, some even slap themselves on the forehead: “Well, I knew all this, I know, well, why do I make these mistakes again and again ?!”.

Enough about mistakes. The success of an intern, a young salesperson, depends not only on who and how much he will “tip” him during the internship period. The seller's success also depends on himself, moreover, only on himself.

Therefore, people, beginners, their bosses, those who want to work hard, study, become a professional, earn money, respect themselves ...

1 Get a notebook and write down all the suppliers there (write down the lines, collections, assortment, detailed information-presentation of the factory).

2 Make a "registry" of supplier catalogs in your notebook.

3 Learn to work with “product registers” (I don’t know what you call it - this list of goods is in stock, according to which you actually work; there is a printout from 1C, there is a notebook).

4 Learn to work with the price tag. The price tag (by law) must contain comprehensive information for both the Client and the seller (a very good cheat sheet). But! Never sell from the price tag, by the price tag. Here, as nowhere else, there is a human factor. And in furniture, a mistake of three to five centimeters can be very costly. We repeat, we “broadcast” for normal, decent stores, and not for Three A ... cooperatives, where half a meter back and forth is the norm. Therefore, sell from the “goods register”, from the price list. There should be no errors (although they do happen).

5 Learn to work with price lists.

6 Constant walk around the store, shopping salon with "remembering" what they saw.

7 You can invite one of your colleagues to play role-playing games: sell to each other, ask only open questions, trial completion of the transaction, work with a problematic (raging) Client.

This is a huge, painstaking, tedious and monotonous job! But it's worth it, and the result is amazing!

Good luck with furniture sales!