Recently, I have encountered some entrepreneurs asking questions, such as whether there is a way out for retailing doors, windows, wooden doors, customization, etc.?
DaCai Research’s response is that if there is no certain and reliable accumulation of customer resources, it is recommended not to start retailing from scratch, especially for categories with relatively high fine decoration and fierce local competition. It will be difficult for a novice to enter. Open up the situation.
Even if you are an agent for a well-known brand, it may be difficult to start from scratch locally without a manufacturer to provide effective traffic diversion.
Even for home furnishing dealers with certain resources, if they want to remain invincible in the long term and even move forward, they must improve their business methods and consider at least seven transformations. Upgrade direction.
01 Team Transformation
In the past, it was common to rely on individuals to fight alone. For example, bosses, store managers, and backbone salespeople have strong sales capabilities. Now it is best to transform into team fighting capabilities. In addition to the backbone, there must at least be an echelon to promote towards a formed team.
Then, there is no need to overemphasize the importance of recruiting, training, and managing people. They will rise to unprecedented heights.
You can no longer rely on one or two people to conquer the world. You must consider building an iron army in sales and service. At least you must have a few teams on hand that can fight tough battles.
We must find ways to move towards formal corporate operations, achieve professionalization of talents, establish an operation and management system, and fight tough battles with efficient management support.
02 System Competitiveness Transformation
Products are competitive, promotion is competitive, strong sales ability is competitive, and strong customer resources are even more competitive. In the past, our capabilities may have been relatively simple, and we were only better at one or two points.
It is now recommended that qualified dealers can further improve their comprehensive capabilities, including design, products, services, marketing, etc., to acquire and retain customers and establish lasting competitiveness.
03 New Tool Transformation
Stores actively learn and iterate themselves, adapt to changes in the new environment, use new customer acquisition and customer retention tools to proactively market, and proactively provide new services.
Dacai Research believes that people are generally lazy and do not want to learn new things. Bosses and store managers should take the lead and take the initiative to learn new things and tools. Not only must they learn, but they must also become proficient.
It is best to recruit some employees with new ideas and new methods, and let them take the lead in learning and using new tools. You can also cultivate leaders within the original employee team.
04 Store form transformation
The store formats are diversified, such as independent stores, multi-category stores, large home furnishing stores, design stores, etc. Professional stores and general stores coexist, and single product sales are directed to one-stop shopping and whole-house space solution providers. transformation.
The type of store may not be the most important. What determines the outcome is whether you can further improve the shopping experience based on the existing store, so that customers are willing to come and place orders, and improve the ability to retain customers.
Some stores are equipped with digital design software that can provide home renderings and use large screens to display home scenes, which is naturally good.
05 Category Transformation
In the past, it was enough to sell single products, such as only selling ceramic tiles, only selling doors, only selling sofas, etc. Everyone was a specialty store.
Nowadays, the display of single categories alone is definitely not enough. It is necessary to act according to one's ability, taking into account the scene matching and the matching of high-frequency categories and low-frequency categories.
Integrating customization with finished products and accessories, and selling them simultaneously in terminal stores, is there any way to join forces with several complementary peers to create an overall home furnishing solution that can match the needs of the target customer group?
Use customization to match the individual needs of owners, use finished products and matching home accessories to reduce costs and gain profits; use high-frequency and low-price products to attract traffic.
06 Online and offline integration transformation
With online and offline integration, dealers are no longer limited to stores, let alone stores.
DaCai Research recommends that you don’t go to disputes online to steal your business. It makes no sense. Whether you fight or not, online will occupy an increasingly terrible share.
Your store is open in a store, but the way you acquire customers must go out. Whether it is entering communities, business districts, forming alliances, or capturing online traffic, you must go out. Wherever the flow is, your hand should be stretched out.
Resellers can also, or even must, build customer acquisition platforms online, such as online stores, public accounts, Xiaohongshu, Douyin, etc.
07 Employee Capability Transformation
The basic skills of a former sales expert are:
1. Rely on connections, the quality of the network, and whether there are certain customer resources.
2. Rely on speaking skills, which is to say who can speak well, explain things well, and convince customers, then business will be easy.
3. Work hard and persevere, don’t give up until you reach the goal, use various methods to strengthen relationships with customers, and things will come true. At the same time, don’t be afraid of failure and face difficulties. Many companies like to emphasize the wolf nature of sales staff.
The above abilities and mentality must continue to be maintained and improved. At the same time, it is necessary to master some new abilities, such as home matching and design abilities, and master some tools that can provideThe customer provides beautiful renderings and design plans.
You must have the ability to present cases on the spot and present the plan in the form of PPT. It is best to be able to speak brilliantly and speak to the hearts of customers.
There are also new media content output and operation capabilities, which can record videos, do live broadcasts, or post jokes to Moments, etc.
There is no need to overwhelm oneself with many skills, work will come naturally, and everyone can improve their ability structure together.
