Effective retail sales: sales management, employee motivation, reporting and controlling

Sales planning- logic, rules and formilas:

• Turnover from the shelf planning – how to calculate future turnover before opening a retail store based on traffic;
• Sales tact – how to plan sales per seller and how many sellers are needed to serve customers;
• Store turnover prediction based on the capacity of the sales.

Cost planning:

• Which expense items relate to the costs of operating a store;
• Cost-to-turnover practice;
• Differences between operating costs and store investments;
• The logic of creating an investment budget for a retail store.

Key performance indicators of a retail store (formulas).

Cost effectiveness:

• Computer simulation of cost-effectiveness calculations for various situations;
• Effective use of rented space;
• Cost reduction practices in Russia.

Purchasing power – what it is and how to calculate:

• Cost structure of consumers of various segments for clothing, footwear and accessories;
• Sensitivity to prices.

The logic of pricing and creating a markup that can cover costs and ensure business profitability:

• Number of prices per product – markup level at each pricing stage;
• Number of retail prices in the store (price step width);
• The concept of a price rhombus and why it is needed;
• Mark up and mark down – how to predict the markup level at the end of the season.

Balancing stocks:

• Common mistakes in sales technologies that contribute to the appearance of stocks;
• Characteristics and clustering of stocks.

Life cycle of goods:

• The concept of “basic” goods;
• Product fashionability and life cycle length.

Rules for working with balancing stocks:

• Sales calendar of balancing stocks;
• Distribution channels for balancing stocks;
• From a liability to an asset – stimulating sales using balancing stocks;
• Advertising a brand (sometimes a store) using leftover inventory.

The importance of customer loyalty for increasing sales:

• What is customer loyalty: emotional and material components;
• How loyalty programs affect the growth or decline of store profitability. Cases from practice. Calculation formulas.

Modern loyalty programs:

• Service – paid and free;
• Discounts or bonuses? Which customer motivation system to choose?
• Is loyalty program automation necessary?
• Case studies.

Rules for developing a loyalty program:

• Audit of the existing loyalty program;
• Analysis of customer needs;
• Algorithm for the development and implementation of a new program.

How to choose a store seller:

• What are the quality characteristics of store personnel?
• How to correctly test and question a seller or why we need empathy;
• Examples of survey questions.

How to generate payment to the seller:

• Grading is an ideal formula for career growth and bonus reduction within the framework of the law;
• Does the seller need KPIs? How to develop a bonus system?
• Personal selling or competition between shifts? What to choose?
• Do sales always depend on the seller?

Staff motivation and retail store turnover growth (basic formulas). KPI of a retail store.