To increase sales in times of crisis, it is necessary to revise the marketing plan. There are two main ways: to raise the average check for a product (service) or to increase the number of transactions. The first is fraught with a decrease in the frequency of purchases, because some dissatisfied customers may refuse to cooperate. The second way requires a revision of the marketing plan, for example, launching an advertising campaign, the purpose of which is to capture a new audience.
It is necessary
- - the results of marketing research;
- - a computer.
Instructions
Step 1
Conduct marketing research. In particular, it is necessary to get answers to questions regarding the price elasticity of the offered product. Are consumers willing to pay more? What else can you offer them so that the new cost does not seem too high? How much does a similar product cost from competitors? Also, marketing research should show through which consumer layers it is possible to expand the target group (as an option, the product distribution area).
Step 2
Analyze the unique selling advantages of a product. Make a table listing these qualities in one column and the basic needs that they satisfy in the other. With this data, it will be easier to create an effective advertising campaign. Remember that advertising is impossible without prior PR. In other words, the consumer must first learn about the product and only then can he be encouraged to buy.
Step 3
Hire additional sales staff. The more personnel are engaged in sales, the better the business is in the company. In order not to create additional burdens on the payroll fund, try to motivate employees with a clearly built bonus system. Remember that bonuses are your variable costs, and payroll is fixed. In times of crisis, it is more important than ever to try to minimize the latter.
Step 4
Conduct sales training. It often happens that the staff is happy to sell a lot, earning both themselves and the company good money, but they cannot. Invite a business coach, order the development of training programs that take into account the specifics of your specific business. Provide 4 main modules: for practicing telephone calls, technique of getting in contact, technique of offering, working with objections and resistances. As a rule, the acquisition of these skills by managers is the cornerstone of increasing sales in a crisis.
