Increasing the level of sales in the lingerie store! Women's clothing store: specifics of the direction
Even if you have long understood that the sale of women's underwear is exactly the area of \u200b\u200bactivity that suits you best, you know very well that day by day in this business are different from each other and, after joyful ups, there are offensive drops in the level sales. What to do? How to improve your professionalism, which is directly dependent on your own income?
First of all, remember rule number 1: stay positive always and everywhere. Do not allow yourself to be upset and discouraged. What didn't work out today will surely work out tomorrow. Sales can never be stable and predictable, ups and downs are their normal state.
If you let your mood get the better of you, your productivity will drop even further. With a sour face, you can only trade in sauerkraut. Any sale requires a positive, smile, self-confidence and a friendly attitude with customers and colleagues.
The smile should be sincere, not forced. Customers are sensitive to know when they are welcome and when they are not. If you do not need them, then they will go to another store.
Your positive is contagious, it will bribe even the most severe buyer.
Let's move on to Rule #2: evoke emotions in visitors
It is clear that we are talking about joyful emotions, such as satisfaction from a purchase, the delight of human communication, interest in a conversation. The profession of the seller is connected with human communication. If you are a good seller, then you like to communicate with people. Remember that in a lingerie store, the ladies want to chat. Sometimes even without words, a look, a smile, a gesture.
It happens that in certain not very lucky days I just don't want to talk. But do not go on about the mood, communicate just out of curiosity. In addition, sincere communication can dispel any longing.
Moving on to rule #3: Know what your customers need. Go out of your way to find out what the customer is looking for, what he would like to buy, what he lacks. This knowledge will help you navigate how to please the client as much as possible. How to understand it? It is enough to listen carefully and ask the right questions.
Rule number 4: know your product in person! Strive to study it thoroughly, its strengths and weak sides. Make a mental portrait of the consumer for this product.
Never force a product on a customer - this is rule number 5. People do not like to be pressured. The idea to buy a product should belong to the client himself and only to him.
Consider unusual rule number 6: use non-standard phrases and be ready for original actions. We all have our expectations and clichés. Your task is to go beyond these limits and do or say something that will surprise the client. How to achieve this? Treat selling underwear like a game. Yes, it is difficult, especially if the monthly sales plan is difficult to meet. But believe me, this is better than using boring clichés for the hundred and first time. You don't lose anything. You just start working with great pleasure. The rules of your game are simple: You must awaken what is called healthy appetite to your product.
Use your humor, be resourceful. Get used to this game and then you yourself will not notice how a couple more expensive sets of underwear will fly off the counter into the hands of grateful customers.
The buyer now went tricky and corrosive. They all know that our ladies, very young girls, have also already read Cosmopolitan and Vogue. Criticize, object. What should you do? Respond to objections and do it professionally, that is, with full knowledge subject, patiently, politely and correctly. If the client understands that she is in front of a pro, she will quickly trust you and buy any item of underwear you sell.
Thus, there are many growth options for a sales assistant in a women's underwear store, the main thing is to ignite with enthusiasm and enjoy live human communication. Then the sales figures will please with their performance.
Shopping remains one of the most common ways to deal with stress. Russian women do not refuse purchases even in cramped financial conditions. The economic crisis has certainly affected the industry. However, the fall in volumes in the first year after the depreciation of the ruble was only 10%.
The reason for the decline was an increase in the cost of production. According to domestic agencies, prices increased by 12 - 15%. Foreign research centers claim growth of 30-40%. Such a significant difference is due to the difference in approaches. Foreign analysts express the results in US dollars, because Russian market 70% dependent on imports. Our experts measure deviations in rubles.
Promising in terms of opening retail textile stores, according to RBC experts, are:
· Nenets, Yamalo-Nenets and Chukotka autonomous regions;
· Sakhalin;
· Magadan Region;
· Dagestan;
· Yakutia;
· Khabarovsk region;
· Chechen Republic;
· Primorsky Krai.
The argument in favor of these regions was the minimum number of retail outlets. The study took into account the size of the population, the share of the presence of large networks and the average amount of earnings.
What about the consumer?
A novice entrepreneur is recommended to study in detail the behavior of potential buyers. Let's start with the fact that visitors to clothing stores are women aged 20 to 55 years. Elderly ladies make purchases 2-3 times less often, guided by necessity rather than desire.
Thus, the determining criteria in choosing a product are cost, appearance and practicality. Customers have become much less attentive to fashion trends. Personal style came to the fore.
Rules for opening a women's clothing store
The procedure for starting a business is standard. Earlier, we repeatedly considered the registration procedure, listed the mandatory requirements for a non-food store. In the case of the clothing retail organization, nothing changes.
The best options remain individual entrepreneurship and society with limited liability. In the early stages, we recommend giving preference to the first. In this case, you will be able to use the right to tax holidays and other benefits. The entrepreneur does not need to deal with the distribution of profits, the payment of dividends. He does not need to conduct annual inventories and submit financial statements.
As OKVED in the application, it is worth indicating the following positions of the classifier OK 029-2014:
The number of codes that an entrepreneur has the right to choose is not limited by the legislator. Traditionally, merchants indicate from 3 to 5 positions.
2) Taxation
Retail sales of clothing are subject to all existing regimes. Experts consider UTII to be optimal. This position is due to the relatively small area of the trading floor. Recall that single tax calculated based on the size of the room. A common solution is the transition to the simplified tax system. The system attracts entrepreneurs with its simplicity and minimal reporting volume.
Important! Payers of the simplified tax system and PSN are entitled to take advantage of tax holidays. The benefit is valid in almost all regions of the country with the exception of Sevastopol, Tatarstan, the Vologda Oblast, Karelia and Kabardino-Balkaria.
3) Requirements for the store
The minimum size of the outlet will be 18 sq.m. The store can be located in a separate building, an attached building, or in a non-residential part apartment building. Mandatory conditions are the presence of:
· isolated entrance/exit;
heating;
lighting;
· toilet room for staff.
As additional support systems are fire and burglar alarm, smoke exhaust mechanisms, air conditioning. Acquainted with detailed description non-food store is possible .
Recall that it is allowed to sell textiles different ways. The legislator does not prohibit the sale of goods via the Internet or in the markets.
4) Equipment
Opening a clothing store will require the purchase of furniture and equipment. The rules for retail trade in textile products, approved by Decree of the Government of the Russian Federation No. 55, should become the guide.
|
Zone |
Requirements |
|
Luggage storage for personal belongings and luggage |
Cabinets with built-in locks are placed at the entrance to the room. Such furniture is obligatory in self-service stores. |
|
Shopping room |
Here it is necessary to install racks, racks and mannequins. To create maximum comfort, you can purchase armchairs, poufs and mirror stands. |
|
Dressing room |
The walls of the booths can be made of thick fabric, plastic or wooden panels. Inside there should be a light source and a mirror, preferably in full height person. Experts recommend equipping fitting rooms with coat hooks and rugs |
|
The gradual transition to the use of online cash desks finally resolved the issue with the calculations. Despite the fact that the use of cash registers for UTII and PSN payers will become mandatory only in 2018, we do not recommend postponing the purchase of the device. In the settlement area, there should also be a card payment terminal, a personal computer, a printer for printing sales receipts and other documents. |
The owner of a clothing store cannot do without stylish lamps. Proper lighting will delay the visitor, provide maximum comfort.
5) Sales organization
Before release to the trading floor textile products are carefully examined. Employees are required to check the availability of certificates and labels, evaluate the strength of seams and fittings. It is allowed to offer visitors products that do not have external defects. If necessary, store employees will organize cleaning.
In the hall, products are sorted according to a number of criteria:
seasonality;
type of fabric
Experienced marketers will help in drawing up a product layout scheme. So, in the immediate vicinity of the dresses, experts recommend placing racks with accessories. Each model must be accompanied by a price tag indicating the name, cost, article.
Alternative choice: specific destinations
Retailing women's clothing is not limited to one segment. The market is stratified, and the classification of stores is carried out according to dozens of criteria. We decided to briefly describe the most interesting of the areas.
Fur retail organization
New trading rules in this segment came into effect in April 2016. At the federal level, a pilot project was launched to improve quality. Manufacturers of fur coats and sheepskin coats were offered to confirm the originality of products with special markings. In October, the procedure was planned to be made mandatory. However, the transition period to the system was extended until the beginning of December.
Despite the loyalty of the authorities, when opening a fur clothing store, changes will need to be taken into account. All products presented in the line must have the appropriate chips. Under the new rules, all products from skins fell:
rabbit or hare
foxes and arctic foxes;
nutria;
· sheepskin;
The inclusion of a special category of “other articles of clothing” in the list ensures that coverage is as complete as possible. This measure will prevent the use of spaces in legal regulation for the purposes of illegal trade.
The seller is required to comply with the following rules:
conclusion of agreements with the supplier of fur coats and sheepskin coats with the condition of marking;
Checking the availability of chips for each product received in the store;
confirmation of the inclusion of information about the product in the database of a single information resource;
Refusal to sell non-labeled products.
Both direct manufacturers and intermediary organizations can register fur products. The condition for entering data into the register is the legality of possession of the goods.
The owner of the store is allowed to sell fur coats and sheepskin coats with sewn-in or overhead control signs, as well as chips on glue base. The only requirement is their validity.
Trade in designer clothes
No less specific direction is the sale of author's models. In specialized salons, they do not just sell original novelties and create a harmonious image. Trade here is inextricably linked with the provision of services by professional stylists, fashion designers, and seamstresses. A fashion house can hardly be called a clothing store. However, it is on the basis of a branded boutique that well-known brands are often created.
Most simple circuit business organization in this segment is as follows:
opening of a retail outlet with fitting rooms, an assortment of ready-made designer novelties and a demonstration room current models;
conclusion of a contract for tailoring products with the studio;
Formation of a team, including an experienced fashion designer, stylist, image maker;
Refusal to organize your own workshop for sewing clothes significantly reduces the costs of the entrepreneur. In addition to cooperation with the atelier, contracts with design studios and private fashion designers. Freelance artists willingly enter into agreements with retailers, regularly offering original collections for sale. In this case, the merchant does not spend at all on the purchase of goods, paying off the author of the product upon the sale.
Important! The activities of fashion houses that do not have own production falls under the definition of retail. However, when registering as additional, you will need to indicate a number of codes for services.
Sale of underwear
This segment deserves special attention by entrepreneurs. Most domestic businessmen rely on a universal assortment, relegating underwear to the role of an accompanying product. Eventually Russian women can acquire really beautiful and quality models only in elite salons or online stores. The niche is not fully occupied, and the market is not saturated. There are few well-known networks here. Thus, Wild Orchid and Bustier remain the leading players in the premium segment. The cost of kits in salons varies from 150 to 800 dollars. In the middle price category, there are "Golden Dragonfly", "Camellia".
Among the advantages of the direction, experts call:
maintaining the relevance of models long time(minimal risk of obsolescence);
stable demand;
low size start-up capital;
· absence of special requirements to storage and small weight of goods (savings in delivery).
The implementation of the project will require some preparation from the entrepreneur. Sellers must be familiarized with the rules of sale, the grounds for the return or exchange of goods.
Important! According to the Decree of the Government of the Russian Federation No. 55 of January 19, 1998, the sale of used underwear is not allowed. Analyzing the content of the normative source, we came to the conclusion about an indirect ban on fitting. The owner of the store, in the assortment of which there is only underwear and hosiery, is not obliged to install closed cabins. Products are offered to visitors in individual packaging with indication of dimensions and all characteristics.
Please note that lingerie is non-returnable. The rule applies only to quality goods. Defective products are accepted by the seller with payment of their purchase price, or exchanged for a similar model.
Tax risks UTII
In theory, organizing a business looks like a fairly simple procedure. In fact, the entrepreneur has to face many difficulties. The situation is complicated by the discrepancy between the official position of the regulatory authorities and judicial practice. We analyzed the accumulated materials, highlighting the most common problems.
What area will be taxed
Since UTII payers calculate the amount of obligations to the budget based on the square footage of the store, the question often arises of excluding non-trading zones from the taxable base. This approach is well justified. However, the territorial inspectorates with enviable stubbornness refuse to recognize the legitimacy of such decisions. Tax authorities declare the absence of relevant provisions in article 346.27 of the Tax Code of the Russian Federation. Domestic courts support entrepreneurs in the event of disputes. It is allowed to exclude from the calculation base:
administrative zones;
premises operated for the purpose of storing goods and their pre-sale preparation;
objects under repair.
The condition for recognizing the actions of the UTII payer as legitimate is the refusal to use the area in retail trade. This fact can be confirmed by documents on the presence of partitions, for example, technical inventory passports. Unfortunately, you will have to defend your rightness in court.
Sale of goods within the contract system
Acute disputes are caused by the procedure for taxation of transactions concluded under Law No. 44-FZ. A clothing store can participate in a tender fight. However, such sales will not be recognized as retail sales. If an entrepreneur has chosen UTII as a regime, he will not be able to avoid additional charges. Income from the sale of clothing under state and municipal contracts must be accounted for separately. The type of activity in question must be transferred to the simplified tax system or DOS. The official position on this matter is set out in the motivational part of the decision of the Arbitration Court of the Yamalo-Nenets Autonomous Okrug in case No. A81-5167/2016.
Payment form
Lawyers strongly recommend the store owner to refuse non-cash payments with customers. The fact is that the Ministry of Finance of the Russian Federation and the Federal Tax Service of the Russian Federation refuse to apply the UTII system to income received in this form. According to officials, entrepreneurs can pay a single tax only from cash, as well as payments received through special terminals. Direct transfers to the account are classified as other income. In the absence of relevant applications from the merchant, they are subject to personal income tax, VAT and other DOS fees. It was proposed to get acquainted with the position of the federal departments in an open letter of the Federal Tax Service of the Russian Federation No. 01-2-02 / 1086 dated 02.08.2005.
In conclusion, let us recall the peculiarities of domestic regulation. Amendments to the current regulations are made annually. This significantly complicates the rules of the game in the market. A systematic study of the official websites allows you to learn about all the changes in a timely manner. So, up-to-date information the procedure for applying special regimes can be found on the website of the tax service, learn about the requirements for policyholders - in the virtual reception of the PFR and the FSS of the Russian Federation. The portal of public services is becoming increasingly important.
How not to miss the buyer - a man? This issue becomes especially relevant before any of the holidays (March 8, New Year), when the representatives of the stronger sex come to traditional women's stores to choose a gift. Details in our article
Let's talk about the strategy of a man's behavior in the store and the strategy of selling to such customers.
It is customary to think that a man is not a very frequent visitor to traditional stores. Therefore, all modern malls are made for women. As a place where one could spend the day relaxing, choosing, enjoying shopping. Men feel uncomfortable there, awkward, quickly get tired and tend to leave the store.
How not to miss the buyer - a man? This issue becomes especially relevant before any of the holidays (March 8, New Year), when the representatives of the stronger sex come to traditional women's stores to choose a gift.
Strategies for the behavior of men as buyers
There are studies related to gender differences in the behavior of shoppers in stores. For example, Paco Underhill, referred to by the San Francisco Chronicle as the "Sherlock Holmes of the trading world," in his book Why We Buy (Chapter 8 in English edition) compared the behavior of men in stores to stray bullets.
In his opinion, men move through the aisles of the store faster than women. They don't spend much time looking at the products on the shelves. It is difficult to interest them in something that they did not think to acquire. Men do not like to communicate with sales assistants, to find out if the right product is in stock.
Note
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The expert notes that a man, unlike the fair sex, does not look at the price tags so often (72% versus 86). And if he chose clothes and went to the fitting room with it, then it is more likely that he will buy it (65% of men versus 25% of women).
Domestic researchers write about the same. So, in the textbook “Professional Ethics and Psychology in Trading”, still popular (since 1980), it is written that most men do not want to look petty in the store. They strive to quickly get rid of the obligation of shopping. If the seller was friendly, the male buyer will decide to buy faster, as he feels obliged. Women, on the other hand, are more likely to doubt, so it is more difficult to serve them.
Let's turn to the opinions of new authors. Business coach Andrei Parabellum wrote in his book “66 Tips for Training and Online Courses” (2018): “the difference between buying men and women: a man will pay two rubles for what costs one ruble if he really needs it. A woman will pay one ruble for something that costs two, even if she doesn't need it at all. Let it lie - the sale is the same.
Alexander Nazaikin in the book about advertising text(2017) recalls the emotionality of women and the rationality of men. He cites commercials for male razors (emphasis on efficiency with a floating head and ease of use) and female razors (Venus is presented as a tool to help women become like goddesses).
Thus, it is possible to identify several features of the behavior of men in the role of buyers:
1. The desire to quickly complete the purchase process;
2. Lack of desire to communicate with sales assistants, but if he is served, he decides to buy faster, feels obliged;
3. A man appreciates practicality and does not often pay attention to the price compared to women.
Strategies for selling to men in brick-and-mortar stores
You might argue that theory without practice means nothing in sales. We turned to the experience of foreign sellers through the media, and also interviewed Russian sales consultants and described three strategies for selling goods to men. In all cases, the emphasis is on buying a gift for the Women's Day.
1. Sell the most expensive product to a buyer who is confused among women's things.
Russian sellers assured that they do not do this. However, judging by interviews with American employees of the Victoria's Secret network, this is not a prohibited technique abroad.
Former Victoria's Secret employee said in an interview with Business Insider that salespeople are trained to treat male customers differently from women:
“The general feeling that a man has in a lingerie store is that he wants to get out of here as quickly as possible. So they buy whatever. This means they spend more money."
She stressed that store employees focus women's attention on promotions, and men are more likely to sell linen at full price. In her opinion, if a man entered the store, this is a good moment to sell.
2. Help to choose a product according to the description. The emphasis is on its benefits and practicality.
If the buyer knows what gift he is choosing, then he should unobtrusively offer the man help with the choice, find out the main characteristics of the gift (color, size, brand), choose only one product for him, telling him about its advantages and assuring that this is the right choice.
Alena Krivets, cosmetics store seller:
“If the buyer immediately says what toilet water he wants to give a woman, it makes no sense to drive him from shelf to shelf. Maximum - you can offer to choose the size of the bottle. Offer large selection goods will scare off the buyer rather than play into the hands of the seller.
3. Choose two or three options for a gift for women, offer only them, comparing them with each other.
If the buyer does not really imagine what gift he wants to choose, you can choose for him. But not one product, as in the first case, but several.
Tatyana (asked not to give names), the seller in the store home clothes and underwear:
“Forcing the most expensive product on the confused customer, even if it is clearly not a good gift- bad idea. There is a possibility that the woman will come in a week and return the goods. For any holiday, you need to have several sets that are suitable for a gift, on a separate stand. And offer the buyer to come to this stand, first of all, so that he himself decides on the choice. After all, only he knows well what really suits his wife.
At 20 I didn't plan to work at all. I first went to work when I was 23 years old. Before that, I was a housewife in happy marriage. Then I went to work in the advertising business and spent 10 years there. The result of this activity was my own buying advertising agency which I organized. It lasted 6 years until I went on a long maternity leave. For now I am a mother of three children. When the second and third children appeared, I honestly did not have enough time to organize my own business. I left the reins to other people and just left this business. For several years I sat at home, raising children and equipping my nests.
At a certain point in time, I wanted to realize my potential, or, as I call it, “sewed in one place” (smiles). The question arose: what kind of business should this be, since the presence of three children significantly limits the time. I didn't know what I wanted to do, but I had some requirements:
1. Free schedule considering my children. Also, I hate the routine - I want to get up when I want to get up and go to bed when I want to sleep.
2. Utility It must be a business that is in demand. This is my social position as an adult. In other words, I don't have to run and sell my goods, but for people to look for me. This, as it seemed to me then, would simplify the organization.
3. Business regardless of expiration date and season .
Thought and thought and sent a request into space. And about three or four years ago, fate threw me into Milan for shopping. There I got into a conversation with a female consultant who told me an interesting thing during the fitting.
“It is easy to see the difference between our compatriots and Italians - Italians come to the store prepared. They put on shapewear to shape their figure in advance. In such a way that they do not try on - clothes in 99% of cases sit beautifully along the silhouette. Our women completely lack the culture of wearing shapewear, so everything that she tries on, especially when she is aged or after childbirth, simply does not fit. ”
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I came home and remembered how I faced the same problem after pregnancy and was looking for similar underwear. Then there was absolutely no variety. It was 4 years ago. Yes, and most there was no concept of "slim underwear". I searched and searched and met through the Internet with a girl from Russia who had similar thoughts, but who had already begun to dig in this direction. I went to her - to Tatyana Sokolova in St. Petersburg. We met and talked. She already had the name Ideal forms, there was a concept.
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What idea were we pursuing? Do not represent a separate brand or manufacturer, but make an assortment for all requests. Why? Because each manufacturer has some of its own chips, its own models, there are good options and not much. We took the best brands and their best models. Tatyana at that time already had some experience of her own, connections with suppliers. And we agreed to work together (I'm in Ukraine, she's in Russia) to represent the shapewear segment.
Now I have about 10 brands, about 100 items different models(panties, bodysuits, overalls, corsets, T-shirts, shorts). For any shape, size, figure. Colors are traditionally white, milky and black, but there are others, even with a floral print. Price range from 400 UAH to 4 thousand UAH.
Feature of our store- latex fitness corsets advertised by . Tatyana and I found a factory in Colombia, which specially for us sews these luxurious quality latex corsets to three countries (Ukraine, Russia and Kazakhstan).
All work consisted in being in front of the monitor and analyzing the information that is presented there. I looked for manufacturers, went to exhibitions, felt and stretched, tried on, analyzed what we had on the market, considered ...
Immediately after the meeting with Sokolova and made the first purchase. I returned with a huge luggage. And I immediately started making a website, launched advertising, social networks.
Now I can say from experience that future for social groups if they are properly contacted. So many helpful reviews! The main thing is to devote time to this and optimize the content. AND special costs it does not require! If you give cool useful information, they will follow you themselves, and paid posts will not be required.
We do not work with bloggers and opinion leaders yet. For now, the feedback from the efforts that I put into writing posts is enough for me. For example, I try very hard give a lot useful information about fabrics, tailoring etc.
Do you know about the attractiveness formula? The coefficient should be 0.7 between the ratio of hips and waist. And it doesn't matter how much you weigh. The main thing is proportions. That's what men like!! And you don’t have to exhaust yourself with diets. Just buy yourself a corset and make a waist. So it's really easy. I don't understand why our women still don't know what it is. Just recently, two years ago, our stores began to bring shapewear.
Business expand my friends and clients through word of mouth.
I can't call my business career fulfillment. This is a matter for the soul. I like to see women beautiful, I get tremendous pleasure from this. And then earnings as a pleasant addition.
Initial investment- my savings. Thanks to the time spent in advertising business I could afford not to consider these expenses. Main item of expenditure- purchase of goods. But what's the benefit? Shapewear is not a seasonal item, out of fashion. And even if the model did not fit the first or third, then the fourth in a year it will definitely fit and the girl will leave delighted. Therefore these investments are definitely returned!
I shot the first content of my site myself: I took a friend, paid for a photographer, a studio. Our photo content.
Profit is easy to calculate here because there are no costs as such. In the first year, I opened a shapewear salon - it was a place where girls could come, try on and buy their model of shapewear. I held him for several months and analyzed that this idea is still uncomfortable for women. It is preferable to measure at home, because you have to undress completely, make an effort, grunt and sweat in order to pull it on yourself. All in all, I've ditched those rental costs.
In Kyiv we have service "Trying at home". Our consultants take from 5 or more models and come to the client at home, having previously agreed on what problem areas and what wishes. Girls slowly try on, choose the right one and, as a rule, are very satisfied.
Return problems we do not have. A very small percentage overall. And, despite the fact that under the law you cannot return underwear, within three days we allow it. Because we are well aware that shapewear is a very individual moment. One centimeter is not there - and that's it, already folds. Therefore, we make sure that girls and women are satisfied. It is an indescribable feeling to see how a sparkle does not appear in the eyes when the linen shrinks and the figure takes on a languid outline. Just another posture and chest.
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If something breaks, the bone flew out or the buckle, then we change immediately. Factory defects are sent to the manufacturer's factory and a replacement is sent to us. These cases are very rare: in a couple of years there are literally a couple of such situations.
To date I work two consultants + me. For now, that's enough for us. My business is 3.5 years old.
The hardest in this business - properly set up the site. This is a colossal amount of work that must be taken seriously and scrupulously. I now have a compiled list of improvements for my site that appeared in the ordering process. It is very important. In the future, this is the main platform for such a business.
Working with a client It's like breathing air for me. I have been working with clients all my life, I understand them perfectly, I know how to listen, I understand the background of possible dissatisfaction. We often look for the right model specifically for the client. For me The end result is customer satisfaction. It brings much more satisfaction than profit.
As for brands, which we are equal to, then everything is not so simple. I will not name brands, but I have come across many brands as a user. And I can say that only the brand itself weighs a lot, and the quality leaves much to be desired. Sometimes such a tightening that only the name on the tag is from corrective underwear. And Chinese inexpensive factory can be a cut above than European. It all depends on the model and on the factory that sews. But there is, for example, Spanish linen Janira in my assortment, but there the quality is high and the price is high. This is exclusively "Spanish work", which is well paid.
I am not shy about displaying goods made in China, because I choose only high-quality, I try it myself. If the product is of poor quality, it will not appear on my site.
I don’t take models that are popular because of the low price, because these are underwear for one wash. I'd rather not sell something than have to listen to dissatisfied reviews later clients. I will sell minimally, but with pleasure.
NUANCES OF THIS BUSINESS
Corrective underwear is bought once and for a long time. It is not the case that clients will return to you again and again within a short period of time.
Not all girls willingly admit that they wear such underwear, so word of mouth is a little limited in its "waves".
Speaking about seasonality, it is worth considering that it is out of fashion trends, but there is also a development in terms of technology. For example, the composition of tissues changes. Of the latest models - slimming underwear for allergy sufferers. It is made from natural cellulose. There are slimming underwear for those who like to stay warm.
Slimming underwear is especially actively bought up before the holidays, at corporate parties, moms and pregnant women are asking more and more often. Size XS is selling like hot cakes. People are queuing up. Three days ago, a shipment arrived, half of the new arrivals are gone.
Of course it's huge the difference is being the head of a company and running your own business. In the first case, on your shoulders is a huge responsibility for everyone at once, in order to give everyone a salary, at least. When you run your own business, you understand that even if something doesn’t work out, it’s not worth your nerves, which I am infinitely glad about. This is exactly what I was going for.
By the way, I also had experience working in a restaurant. Before taking up underwear, I, like everyone else, dreamed of becoming a restaurateur. I was invited to work as a restaurant administrator to feel this "kitchen". I did this for about six months and decided that it was too stressful for me. But it certainly was an interesting experiment: to go down a step from the position of the head and remember how it was.
Of course, there were moments of skepticism towards my business. For example, some could say that she began to deal with cowards. I react with jokes. After my multi-million dollar contracts and cash flows tens of thousands of this business, of course, in its infusions seems to be such a puppet. BUT! I like it for its unpretentiousness and simplicity. There are no pitfalls and some difficulties. Simple, necessary, light and feminine! What else does?
ABOUT ME
I have a lot of hobbies. I started pole dancing a few years ago. when I became a free woman. I am also fond of photography, or rather iPhoneography. My photo works on iPhone are commercially sold. The world famous photo agency Getty Images has 85 of my photos. I will say even more: one of my photographs was bought by the publisher for the cover of Chuck Palahniuk's book. When I found out this, I could not fall asleep until 3 am.
I published a book of my photos. My first works were in the genre of erotica. I received a lot of feedback from professional photographers, which inspired me to continue my passion (Inna did not finish photography school / photography courses - ed.). I moved from erotica to subject photography, landscape.
Erotic photos, pole dance... Apparently, there is such an energy potential that needs to be released. While I was married for 22 years, it was obvious that this potential was accumulating and I could not afford many things.. When I became free, I decided that I already had the right to implement some plans. Many of my relatives, of course, react negatively, but I said that this is their problem.(laughs). I have a European mentality, I have no blinders and I look at many things more broadly. I look at erotica and see art, not boobs, unlike others. I won't even spend an effort to convince them, and professional reviews are always nice.
My day begins at 7 am - I send all three children to school. Then I sleep for another hour. Then, after waking up, I drink a latte and eat a cheese sandwich, and then either work, or household chores, or training.
Moments of sadness and despair I don't get it (laughs). I don't doubt anything. I'm always right. I gave myself the right to make mistakes, the right to be imperfect, and have been feeling great ever since.
I really dislike these timings, deadlines, running and competing. Thank God, I have already reached that age and status when I no longer need to prove anything to anyone: neither success, nor independence, nor self-sufficiency. By and large, this is the greatest achievement - the awareness and living of this feeling. This is the most important thing to strive for, because this is the pleasure of life. To enjoy life is the only true law for all people. The Universe feels it in you and then sends a return in the form of profit.
Now I just wait for the children to grow up (the youngest daughter Angelina is 6 years old - ed.), because there are a lot of plans and hobbies - there is not enough time. Looking forward to retirement (laughs).
Many sellers have a question about how to properly communicate with a potential buyer in order to achieve their goal of course - sales, as an example, the article provides special sales technique in a lingerie store(+ a ready-made sales script), which is able to attract much more buyers than standard turnover.
Lingerie Sales Technique
In order to make a sale, it is necessary, first of all, to properly build a conversation with a client, and for this it is important for the seller to know everything details of your product: to understand the assortment, pricing policy, manufacturers, materials, styles, technologies by which the product was made. In addition, a good seller can always choose a kit for a particular item, offer several options and help with choosing the size. The increase in sales of underwear directly depends on how the seller can answer the questions of the visitor. A well-informed, knowledgeable specialist will not only sell the thing that the client was interested in, but also most likely recommend related products, and they will be sold with a high probability.
So, let's look at some tricks that all employees of such stores should definitely familiarize themselves with. In fact, these methods are effective for stores of any direction, you just need to identify the merits of a particular product, and correctly direct the conversation with the visitor.
Lingerie Sales Script
- The sale of underwear has a number of its own nuances, for example, each seller knows what needs to be highlighted in a particular product: the quality of the material, the softness of the fabric, the sophistication of the style, and so on. But it is advisable to prepare for yourself a few selling phrases in advance that will stimulate an increase in sales. Let's say: “The quality of this material is very high, it is so resistant to washing that it will retain its appearance on for a long time» .
- Correct technique sales of underwear is based on identifying the needs of the buyer, in order to understand what exactly can interest the client, you need to ask him a number of leading questions. Buyers give the most accurate descriptions of their wishes precisely in the process of dialogue, responding to alternative question, or a linking question. Let's say: "Do you prefer natural materials?» , “Do you prefer bright or calm shades of underwear?”, “With a peignoir, this set looks amazing, would you like to try it on?”.
- Any sale of underwear involves a demonstration of the product, during which the buyer must feel the material, assessing its quality and softness, as well as try on the product itself. Experts note a significant increase in sales in those outlets where the buyer has the opportunity to tactilely contact the product, and not just study it from afar. In order for the buyer to feel all the delights of the product, he must touch it, attach it to himself, try it on, learn about the composition and material. In the process of tactile acquaintance of the client with the product, the following phrases should be used: “This pajama is so soft that it is almost not felt on the body”, or “This set of underwear looks so chic that it is able to emphasize all the advantages of the figure due to its cut and style”.
- Attracting customers always starts with the right presentation. Each lingerie sale is based on the buyer's approval of the product's presentation characteristics. Underwear sales technique involves certain work with pricing policy. Sellers who start their conversation with: "How much do you expect?" are making a huge mistake. After the preferences and wishes of the buyer were revealed in the process of communication, it is necessary to offer him suitable models from the expensive segment, because the purchase of more expensive products will increase sales in the lingerie store. If a person hints that he is given price segment does not fit, you can safely move on to considering cheaper options, and some buyers set their own price limits. In order for the sale of underwear to be successful, it is always necessary to positively evaluate the choice of the client, and if the buyer did not come alone, and actively discusses goods with a companion or companion, you should not get into their conversation, when people need advice, they will turn to the seller. Whatever item the buyer chooses, the consultant must approve his choice with the words: "You have great taste!", or “This is one of the newest trends of this year!”.
Selling underwear: doubts, objections, excuses from customers
Before offering additional information about a particular product, the distributor must make sure that the client really needs it. Customer acquisition may include using the following facts:
- Differences and similarities in the process of comparing several commodity items;
- Store customer experience, for example: “Many tend to choose this model because…..”;
- Information that catalogs, labels offer, or that can be considered a generally accepted fact;
- Phrases that evaluate the ultimate goal of the acquisition: “This peignoir will emphasize the figure so much”;
- own experience, For example: “I always choose this style, as it is the most comfortable and does not cause discomfort.”
If the client wants to enter into a dialogue, or find out detailed information about the product, he will start communicating with the seller with pleasure and a smile, but if the client answers in monosyllables, leaves the conversation, then he belongs to the group of people who first need to think about their choice on their own.
Related products
How to understand that the client is ready to buy a thing? You should carefully analyze his phrases. Not every client cooks: "I'm buying it", many begin to ask about the availability of discounts, care rules, quality advantages of the product, for example: "This kit would be perfect for the Cretaceous month, wouldn't it?", or “If I wash these pajamas in the washing machine, nothing will happen to them?”.
Any question of this type becomes a signal for the seller "STOP". There is no more need to convince the buyer, he is already ready to make a purchase. This is the time to increase sales in the lingerie store by offering related products, while you can take the purchase from the hands of the buyer and go to the checkout. It is advisable not only to see off the client, but also to continue the dialogue with him until the cashier packs the goods and issues a receipt.
In order to encourage the client to buy additional products, you can operate with discounts, positive arguments in favor of the product or its shortage. For example: “When buying a second item, one of the purchases has a 20% discount, so if you buy a beach robe with a swimsuit, it will be cheaper than buying things separately”, or “Your set has the last peignoir in a suitable tone, do you want to try it on?”.
Attracting customers should be focused not only on new visitors, but also on the repeated arrival of those who have already bought this or that product in the store. Experts say that a discount card almost always becomes a reason to visit the store again, therefore, when the buyer pays for his goods, the seller must ask him about the availability of the store card. After the goods are paid for, it will become even easier for the seller to get in touch with the buyer, and this is the time to identify the immediate needs of the client, remind about the store's discount programs, get an opinion about the outlet itself, and so on.
It is very important to see off the buyer politely, with a smile, and not turn away, forgetting about the client, as soon as he hands over the money to the cashier. Such an attitude will alienate the client, cause a negative impression, since all his former care and friendliness will seem simulated.
Each new customer who has issued a store card must be entered into the computer. All outlets have different systems saving information, somewhere they give preference to the features of the figure and style of the client, in other stores they are interested in the birthdays of family members, and still others enter data on which product group is most relevant for the buyer. Be sure to get contact information from the client, it is desirable that it be a phone number, but it will do Mailbox or home address, then the information and catalog can be mailed to the customer.
