Chapter 708 of the text volume: Encountering a stubborn old man The first department store in Tuocheng. Due to its large scale, the product categories are the most complete in the Tuocheng area.
Therefore, the person in charge of this department store is also the most difficult to communicate with and the most difficult to speak.
When he heard Luo Xuan say that it was necessary to arrange two "manufacturer promoters" at the cosmetics counter of the department store to assist in sales, replenishment, and maintain counter hygiene.
The person in charge sneered: "Comrade Luo Xuan, do you think our department store is the breeding room of the production team? Anyone who wants to go in and help can go in?"
The configuration of each of our salesperson positions is strictly based on the needs of that cabinet group. One carrot and one pit, do you understand?"
Saibei people, especially the older group of Saibei people, are a bit beyond imagination with their rigid thinking and rough way of handling things.
Luo Xuan patiently explained: "Boss, first of all, we will arrange for the factory's promoters to come to your unit to help improve service quality and increase sales. The wages of these personnel are fully paid by our manufacturer.
Their daily commuting hours and the rules and regulations they need to abide by during work are completely in accordance with the requirements of your organization."
"In other words, our factory will provide personnel to work for your company for free. This is a win-win situation.
Leader, every time an additional product is sold, the economic benefits gained will be fully owned by the department store. So, please approve this matter, leader."
"no!"
The person in charge of the First Department Store is a bastard who belongs to the scale.
He snorted coldly: "If we sell one more product from your factory for our daily chemical cabinet set, we will sell one less product from other manufacturers.
Calculated in this way, what economic benefits have been added to us? I think it is a little extra money for your cosmetics factory, right?"
Luo Xuan shook his head: "Actually, it's not what the leader understands. Our cosmetics factory invests manpower and material resources in your unit, which can indeed make our factory's products sell better.
After all, after so much investment, no one will do things that have no output, right? But at the same time, our promotional activities can increase the popularity of the No. 1 Department Store.
It can attract more customers to hang out in the department store, and they may even come here to see what promotions are available today."
Luo Xuan explained: "As long as customers are willing, they can come to our No. 1 Department Store from time to time.
As long as they regard shopping in department stores as a daily pastime and entertainment activity, they can boost the total sales of all merchandise in our first department store."
"Blow you."
The person in charge looked disdainful: "The population of our Tuocheng is only that much. The total income in the pockets of the community members every month is only that much.
No matter how many people come to hang out, what's the use? They only have so much money in their pockets, so where can they spend extra money to buy our products?"
Alas, after talking for a long time, it turned out that I was playing the piano to a cow.
According to the old-fashioned thinking of this person in charge, everyone’s salary is fixed every month. Since the income is fixed, the expenses are planned.
According to his assumption: no one will engage in activities just because they see a certain product being good or seeing a certain product.
Customers will take out the money they originally planned to use to buy rice and use it to buy cosmetics or special offers for events.
It is not easy for the person in charge of the First Department Store to change his old traditional thinking.
only because,
He simply cannot understand what "impulse consumption" is.
It is true that the income of cadres and workers is fixed.
When they receive their salary at the beginning of the month, they will plan in advance where every penny should be spent. This is correct.
But anyone who knows something about business will understand the consumer psychology of customers: If you don’t take advantage of an advantage, you will suffer a loss.
For example, for a certain family, the money they expect to spend on buying meat this month is 3 yuan.
But when he was shopping in a department store, he saw a conditioner that usually sold for 1 yuan and 75 cents a bottle. Today, he happened to be running a "buy one, get one free" promotion.
So is it possible that this customer will reduce his budget for buying meat and vegetables this month and buy 2 bottles of conditioner first?
This situation is entirely possible.
If we hold promotional activities, we can’t make customers tempted, and we can’t make them pay for “impulse shopping”.
That can only mean that the intensity of this promotion is not big enough!
As long as the stimulus is strong enough, 80% of customers will stop cutting other expenses to purchase products.
Even if they are asked to use their family savings, or even go to relatives and colleagues to borrow money for consumption, this is entirely possible!
Luo Xuan firmly believes that there is nothing that cannot be sold, the only difference is whether the temptation is enough or not.
It's like buying a donkey and getting a mule as a gift; buying a cup and getting a washbasin as a gift.
If the intensity of promotional activities can reach such a terrifying level, what else will not be sold?
Buy some shit and get a piece of gold as a gift?
Safekeeping can drive people crazy!
This is just an extreme example, not a real practice.
As for what kind of promotional activities, how much intensity should be used to carry out this activity?
Sales staff need to consider these things comprehensively, weigh the pros and cons, and then formulate a promotion policy that is consistent with the actual situation.
Facing this guy in front of him who has no experience and no sense of competition, Luo Xuan couldn't help but feel angry in his heart!
In the thinking of this person in charge, he only thinks, "If I sell one more product A, then correspondingly, one less product B will be sold."
According to his calculations, although the department store has two more salesmen, they do not need to bear the salary.
But in general, this will not increase the department store's revenue by a penny.
In fact, he does not understand one principle: survival of the fittest.
With promoters stationed by manufacturers, manufacturers will inevitably invest additional resources to carry out various promotional activities in department stores.
If all manufacturers were like this, desperately allocating their resources to the First Department Store.
Today he is offering "buy two, get one free", and tomorrow another manufacturer will offer "20% off discount".
The day after tomorrow, there will be new manufacturers coming to offer "gifts for buying goods", or even lottery draws, prize-winning sales activities, and so on.
Over time, wouldn't the popularity of the First Department Store become the first in Camel City?
By that time, the popularity of the entire First Department Store had increased, and the number of customers increased.
Then the sales of all commodities will usher in a period of rapid growth.
In this way, it is equivalent to the cake getting bigger, and all manufacturers can get a satisfactory share.
This is not a matter of saying that if someone sells one more dollar, others will sell one dollar less.
As long as there is healthy competition between manufacturers and everyone works together to build the entire sales platform.
Then all manufacturers can get a piece of the pie and benefit from it.
"Since the differences between us are too great to be bridged, let's terminate our cooperation."
Luo Xuan said goodbye politely: "As for the posters posted by our factory inside the First Department Store, just treat them as our factory, giving you the benefits of your unit, and hang them there temporarily."
The person in charge smiled slightly: "Comrade Luo Xuan, you must know that it is not easy to enter our department store, but it is very easy to exit. I advise you to consider the consequences."
"Okay, both sides will benefit from cooperation, and both sides will lose from failure."
Luo Xuan stood up and said goodbye: "I'm afraid that when our factory's products want to enter the market again, we may have to make big concessions."
"Haha, you're a big factory, but your tone is not that small."
The person in charge of the First Department Store was very tough: "You are not a nationally renowned brand, so why are you so awesome?"
Luo Xuan snorted: "You only make 7 points of profit by selling nationally renowned brands. And you have to bear all the losses yourself.
And those manufacturers of nationally renowned brands will not give you promotion policies, and they will not give you rebates based on
I'm surprised, you're working so hard to make a wedding dress for someone, and you're still so complacent, what are you trying to do?"
Now that he has decided to completely break with the other party, Luo Xuan will naturally not be polite to this old antique: "There were so many employees in the First Department Store, and they yelled there for a long time, and sold 500,000 yuan worth of products.
After the final reckoning, I found that the money earned was not enough for staff wages or to supplement the inventory losses! I am very curious, what kind of management idea do you have?"
The person in charge blushed: "This is an internal matter within our unit. You don't have to worry about it, let alone comment on it."
Luo Xuan was too lazy to argue with him and left with Huang Xuan.
Many of the managers of such companies may be very honest and have a clean slate.
And they always keep the phrase "public interests first" on their lips.
However, due to their low management level and extremely rigid thinking, they rested on their past achievements.
On weekdays, these people always talk about their qualifications and past glories. They have no ambition to make progress, and they refuse to accept new ideas from the bottom of their hearts.
They do this just to maintain their superficial and ridiculous self-esteem.
at the same time,
Because they are slow to accept new things and have difficulty digesting them. In order to maintain their current status and dignity, they hate discovering new things from the bottom of their hearts.
After exiting the office door of the department store, Huang Xuan was a little worried: "The number of people in the First Department Store is the largest in Camel City.
If we really don't supply him, we will lose at least tens of thousands of sales a year, right?"
Luo Xuan nodded: "Theoretically, that's the case. But, have you ever thought about it?
For these tens of thousands of dollars in sales, the amount of energy we usually have to put in will be very scary. Instead of that, we might as well concentrate on a few second-tier stores and build our own specialty stores and direct-operated stores!
"
Huang Xuan thought about it and understood the reason: a guy like the person in charge of the First Department Store would rely on his seniority and high prestige in the department store.
Every once in a while, this kind of person will give out some hints and cause trouble in the factory.
Either ask for the replacement of the goods that were damaged due to their rough handling, or ask the cosmetics factory to give up a few points of profit.
Only in this way can the person in charge show his authority and existence.
And it is foreseeable that the person in charge of the First Department Store, in order to win over the employees in the unit, will definitely be greedy in the future and ask for a large number of gifts and trial equipment from the factory.
These gifts are trial packs.
In the eyes of department store managers and employees, it seems like they are free of charge.
But in fact, the factory produces these gifts and trial packs, and there is not much difference between their production costs and genuine products.
If in the end these gifts and trial packs can fall into the hands of customers.
After customers try it, they feel that the effect is quite good, which can increase the sales and reputation of "Lanhuahua Cosmetics Factory".
It wastes more resources, but it's still tolerable.
But in this kind of elite company, even if you send 10,000 trial packages, they will probably be secretly detained by the salespersons.
If they don't use it all themselves, they will give it away to others.
And once they get used to this problem, these guys will only open their mouths more and more loudly in the future, and they will only ask for more and more.
Even once, their appetites were not satisfied.
These salespersons and counter team leaders know how to do small tricks and throw the products of "Lanhuahua Cosmetics Factory" into corners.
They will definitely use this method to achieve their goal of asking for more gifts.
The person in charge in front of me may not have any bad intentions.
But this kind of old antique is so stubborn and refuses to accept new things.
He was worried that the No. 1 Department Store, which was originally running smoothly, would cause some uncontrollable chain reactions due to the shady operation of Orchid Flower Cosmetics.
therefore,
This person in charge is destined to keep causing trouble with the manufacturer when dealing with him in the future, which will make Luo Xuan exhausted both mentally and physically.
These things are all valuable experiences accumulated by Luo Xuan when he was engaged in sales management in later generations.
In fact, if the person in charge of the First Department Store is greedy for something, it can be easily solved.
But the problem is, he is greedy for his little power, and what he wants is to maintain his little authority.
This kind of person is definitely the most difficult to deal with.
A mediocre person is often more destructive than a stupid person.
Mediocre and incompetent, with no management skills.
I just want to go about my life step by step, wait for a few years and then retire, and then go to the park with my hands behind my back and continue to show off in front of others.
If an organization falls into the hands of such people, it will collapse sooner or later due to low efficiency and backward management.
Rather than stalking people like this, it would be better to focus on supporting another daily chemical store.
Or just next to the First Department Store, open a specialty store directly operated by "Lanhuahua Cosmetics Factory"!
Just do it!
In the afternoon of that day, Luo Xuan took Huang Xuan and Peng Yong to the "Second Department Store in Tuocheng District" to find the person in charge there to discuss cooperation issues.
"What, you give us display fees?"
The person in charge of the Second Department Store was surprised: "Put your products on the containers for sale. Isn't this what our unit should do? Why is there any display fee?"
"What's more, the sales of your factory's products have been extremely hot as soon as they were put on the shelves."
The person in charge took the document in his hand and showed it to Luo Xuan: "Look, this is the daily chemical cabinet group. The purchase order was just reported. The cabinet team leader over there is in a hurry because of the shortage."
In this period,
In all stores, they purchase goods according to orders and put them on the counter. Customers choose which product they want to buy, and then the salesperson issues an invoice.
Next, the customer takes the receipt and goes to the checkout counter to pay and have it stamped.
Finally, the customer took the second and third copies of the receipt back to the counter to pick up the goods.
After this set of procedures, a sale was completed.
How have they ever heard that there are manufacturers who are willing to pay to put their products on the shelves?
This can be regarded as a wonder in the world!
Moreover, manufacturers are not only willing to pay to put their products on the shelves.
And they also sent "temporary salespersons" to the daily chemical counter of the department store to help for free to help the second department store sell?
Shouldn't these things be done by the department store itself?
That should be a matter of duty.
How can any manufacturer in the world pay to put it on the shelves and send its own people to sell it?
