When considering how to open a door shop, consider a variety of options. The starting project can be a small retail outlet or department. Having achieved profit and returned the initial investment, you can decide to expand retail space or increase the number of points. A gradual approach will bring success to a novice entrepreneur and help avoid major losses.
You can start a business selling doors. Having 100 thousand rubles, you can open a small store in a good location. Within a few months, the outlet will pay for itself and then begin to generate a stable profit.
In your own department or store you can sell the following types of doors:
The door store's assortment can be supplemented with fittings, locks, and interior partitions. It is advisable to adhere to a certain price category, focusing on buyers in the economic, middle or luxury segment. An attempt to fit all available price options into one place will lead to a dilution of the consumer audience and a narrowing of the assortment.
The very first step is to draw up a detailed business plan. It takes into account all upcoming expenses for renting premises, purchasing goods, and paying sellers. A plan is necessary to adjust your own steps; you will also need it when receiving a loan or attracting co-investors.
Find a suitable premises. It must be in a walkable location. It is advisable that there is a public transport stop and a parking lot nearby. The most convenient option is the first floors of public buildings and departments in shopping centers. Make sure there are no competitors' outlets nearby. Very profitable neighbors - flooring and other finishing materials, as well as points selling home decor and textiles.
Register a legal entity. The most convenient form for beginners is IP. It makes it possible to pay a simplified tax and reduces the amount of documentation.
Equip your store with exhibition stands. At least 20 ready-made doors must be placed on them, and they must open, demonstrating all the advantages of the product. If the premises do not have a warehouse, you can work on an advance payment basis, taking a small deposit from the buyer and then picking up the door at the wholesaler's warehouse. This approach is convenient at first, but in the absence of popular models from suppliers, sales may slow down. The best option is pre-purchase of the best-selling models and pre-order for less popular doors.
Find suppliers. It is most profitable to cooperate with small manufacturers who sell goods in small quantities. Large wholesalers have a good assortment, but they are willing to provide favorable conditions only to large retailers. It is unlikely that a novice entrepreneur will be provided with a deferred payment or given goods for sale, so it is impossible to make a mistake in creating an assortment. There is another option to do it yourself, but this option requires additional investment.
Hire a driver with a car who will deliver the purchased doors. You will need 2 salespeople (one per shift), a cleaner, and an accountant who can work remotely.
Think over your pricing policy. Typically, the markup on doors varies from 40 to 150% depending on the supplier’s conditions, models and other nuances. The best option is the city average price with periodic discounts and sales.
Don't spend a lot of money on advertising. It is enough to open a point in a good location, make a noticeable sign and choose the right assortment. First buyers can be promised very tempting discounts, but incentives should not be constant or protracted, as this reduces their effectiveness.
Gradually expand your range. You can add entrance groups, various partitions, stained glass windows, and other popular products to interior doors. The principle of their implementation is no different from the door one. Expanding the range will require larger areas.
Selling doors is a highly competitive business. To be successful, you need to have an edge that sets you apart from other salespeople. The most important point is the price. If you cannot set a minimum price, create an assortment of models that are not available in other stores. Offer analogues of the most popular doors. Their cost may be lower due to the lesser popularity of the manufacturer, more affordable fittings or simplified production technology. It is important that the product is of high quality and safe.
Try to maximize your assortment.
In a small store it is difficult to place many samples, so work more actively with catalogs.
Make a place where you can see the existing doors. It is advisable to present them in the interior, this will speed up the buyer’s decision making. Organize a system of online pre-orders, setting additional discounts on such purchases.
Include door installation in your list of services. Installers can work under a contract with piecework payment. It would be nice if customers are offered warranty repairs, a service for removing the old door, and other additional benefits that encourage them to make a purchase from you.
Consider co-branding programs. You can team up with other stores offering repair products, organize joint promotions, and exchange customer databases. This approach will help save on promotion and increase store recognition.
To open a profitable business, selling doors would be a good option. This type of business can also be complemented by the sale of accessories, which will allow customers to buy everything they need in one place. An interior and entrance door store is one of the promising business ideas that can become a source of permanent income for its owner.
By type, doors are divided into:
Entrance doors are large and heavy structures that are equipped with locks and bolts; at the client’s request, video surveillance equipment can also be added. Installing and delivering entrance doors is a more difficult task, unlike interior doors, which is why they are sold as they expand.
As for luxury furniture, buyers of these types of goods most often visit construction supermarkets, and do not pay attention to small enterprises. Based on this, you need to start opening an interior doors store after analyzing the market and retail space. As a result, you will be able to:
To start a business from scratch, you must register as an individual entrepreneur or LLC. The best option would be to open an individual entrepreneur, since this type of work does not require any permits.
The store can be located either in a residential area or in a shopping center. Pay attention to this point:
It is necessary to find a middle ground and place the assortment in small quantities. A room of 30 square meters is suitable for sales. m.
In order to equip a retail outlet, you should purchase furniture and household appliances:
When renting premises in a shopping center, you don’t have to spend money on repairs; you will need to buy door samples from the supplier and door catalogs.
You can supply more than 20 doors for an exhibition, and sell others from catalogues. The exhibition should include the most popular and popular models. The goal of any business is that customers must be given the opportunity to see what you are selling so that they can order the model they are interested in.
Ideally, a wholesale company should provide several types of interior doors:
The downside is that each batch may have different colors. If you ordered 3 doors and a month later you needed to buy another one, then the shade may be different from others.
Entrance doors for a store should be ordered from Russian as well as Chinese manufacturers. The most popular of the latter are:
It is not recommended to display a large number of Chinese doors; it is better to offer them from a catalogue.
Among the manufacturers in Russia, companies from:
Metal doors should be purchased for the exhibition in quantities of 5 pieces, and the rest should be offered from catalogues. You can additionally offer arches of 2-3 pieces to them. To place all the specimens in a small area, you will need a retractable door exhibitor measuring 21 square meters. m., on it you can:
In addition to doors, finishing materials should be offered:
At the beginning of business development, you should not recruit a large number of employees:
Another option is to contract with door installation companies. Working with other organizations, you can:
The most effective way would be to spend a large amount of money on advertising, and then reduce this cost as your business expands. For those clients who will come to you more often, as well as for wholesale and large customers, you should create a system of discounts and bonuses. Then they will always come to your store, then you will be provided with a constant income.
The system might look like this:
Opening a door store is a profitable business that does not depend on the season. Before investing your money, you should draw up a detailed business plan that will describe:
Initial costs include:
The initial investment will be 590,000 rubles. Monthly expenses may include:
The monthly expenses of the retail outlet will be 143,000 rubles.
In order to calculate the future profit from the sale of doors, you should take into account the average cost estimate for doors, which is 243,000 rubles. One visitor can buy on average 3 doors. As a result, it turns out that the profit per person is 13,500 rubles. The markup should be 30% of income, for the year - 4,050 rubles. from the client.
Investments in opening a store, if calculated correctly, should pay off within six months of activity. When starting a business, you need to give preference to furniture that is popular among the population, and also set a low price point.
As the store expands and a good flow of customers develops, you can begin to sell special doors (for non-residential buildings) and interior doors. Production can be carried out upon pre-order.
November 14, 2013 business coach. WOW - SALES
I offer door sales training services. This is the first specialized training for sales of interior doors, demonstrating door sales techniques.
Guaranteed commercial result:
These results are the result of assessing the effectiveness of trainings that were conducted for the Agora company in Yekaterinburg in 2013.
Training program
How to achieve success?
Transformation of limiting beliefs into expanding ones (it was: “This is impossible”, it became: “Everything is possible!”)
Introduction to sales.
How to gain the Client's trust?
What to ask a potential buyer?
How to provoke a desire in the Client to own a product?
Calculation of complete set and order cost
How to convince a Client?
How to sell custom doors?
How to direct the Client to the cashier?)
The total duration of the training is 16 hours - 2 days.
At the end of each training block, participants complete practical exercises to develop sales skills.
If the training provides a corporate format, then the program is adjusted to the needs and business results of the customer.
M We're all buyers. And for each of us there are categories of goods in which we do not understand and are not oriented. For some it is washing machines, for others it is computers, for others it is plastic windows. And in this case, it makes no sense for us to ask the question of what we want - we don’t know, because we are not experts. In this case, we are afraid of making the wrong choice, and the higher the purchase price, the stronger this fear. Therefore, we wait for expert advice from sellers, and when we don’t receive it, we turn to our friends or go to forums.
In situations where it is requiredexpert sales, the key mistakes sellers make when making a presentation are three:
Mistake 1. Transferring 100% responsibility for the choice to the buyer.
Ideally, when the buyer is not very knowledgeable about the product, the retailer should use expert sales technology, that is:
· sell yourself as an expert, instilling trust in the buyer,
· understand for yourself which option is best suited to the buyer in his situation,
So ideally. Unfortunately, in practice, the work of salespeople most often resembles an anecdote when the doctor says to a patient complaining of abdominal pain: “I have two pills - white and red. Which one do you want? They can tell everything they know about the product and answer the buyer’s questions, but they are not ready to share the responsibility for making a decision, often making the excuse: “Decide for yourself what to choose.” In extreme cases, they begin to get annoyed that the buyer “doesn’t know what he wants.” To be honest, such sellers can easily be replaced by cardboard analogues - price tags with more detailed information about the product. In my retail sales trainings, I invite participants to feel the condition of their customers, imagining that they are seeing doctors who are not ready to take responsibility for diagnosis and treatment (after all, a person is a client to another and you need to be prepared in response to your behavior get something similar).
Mistake 2. Making it more difficult, rather than easier, for the buyer to make a decision.
99% of the presentations I hear as a trainer and buyer make it difficult to make a decision: they are full of obscure terms, are not structured, do not answer the question of what will this give me, and contain virtually no thought. The only thing I want to say in response is: “I’ll go think.”
Mistake 3. Inform rather than motivate.
It is enough to inform only those buyers who have already made their choice. When the buyer has not chosen and is not an expert, he needs to be encouraged. If this is not done, the fear of making the wrong decision may prevail in him, and everything will again end with the phrase “I’ll go think about it.”.
Example of a real sale (retail sale of interior doors)
- Good afternoon!
- Hello. I need doors. I have a private house, 7 openings.
- Fine. Are you already familiar with our doors?
- Well, like this. I saw it on the Internet.
-Only on the Internet? Have you already chosen something specific? Are you interested in anything?
- Nothing concrete yet.
- Fine. What kind of house is yours? Country?
- Yes.
- What style is the decoration in?
- In the classic way. I saw your doors are made of oak.
- Yes, made of oak. Do designers work with you or do you choose yourself?
- I choose it myself.
- Fine. Well, then, maybe we can decide on a color.
- I like the dark color, wenge.
- Fine. Are any of the models on display here interesting?
- Yes, for example. Good quality?
- Well, everything we have is made of solid oak, so our factory is responsible for the quality.
- Is there any guarantee?
- The factory provides a 5-year warranty. Probably the only factory that gives such a guarantee.
- What else can you tell me? Can it be installed in a bathtub?
- Can. It’s even necessary, I would say, because oak is a fairly durable material. It tolerates moisture very well. Naturally, each door requires some kind of care. Standard, wipe with a rag somewhere, do something else somewhere. In terms of style, if you like it, we can consider it... In terms of color, as I understand it, you are not considering another option. Then we can play with the models. Our factory makes any model in this color, so we can play with the style. We can see what is already on the sales floor.
- Okay, I'll go and think. Do you give discounts?
- We give a discount based on volume. Come.
So it turns out that in retail, where expert sales are expected, the client more often buys not because of the sellers, but in spite of them. As my mentor jokes: “I have good news for you. If you're selling while making all these mistakes, imagine how much your sales will increase when you get rid of them." Below we will discuss how best to do this.
A few words about responsibility.
Let's start with responsibility for choice. When using expert retail sales technology, it must be shared between the seller and the buyer. If the seller is not ready to do this, he is likened to a guide in a museum: “And here we have Shishkin’s painting “Morning in a Pine Forest” ...”. In order to share this responsibility, the seller needs to qualitatively identify needs, including to understand where and how the product will be used, what its characteristics are priority (how to do this is the subject of a separate article). When a salesperson takes responsibility for his or her recommendations, he or she instills more trust in the buyer. Plus, it’s easier for the latter to make a decision (it’s no coincidence that many of us take someone else with us when going to the store so that this responsibility can be shared). Thanks to this, the likelihood of a successful sale increases significantly. And problems with returns become noticeably less.
How to make it easier for the buyer to make a decision.
As for the presentation itself, it would be a good idea to start by structuring it. Usually it looks like a madman's lunch: first there is compote, the soup is eaten with dessert mixed with salad, and the second course has only a side dish... All this goes in a stream, without time for chewing and swallowing. The result is predictable: “Up or down?”
· Use key decision factors
When selecting any product category, you can select key decision factors (KDF). For example, buyers of plastic windows pay attention to their heat and sound insulation (which depends on where the window will be installed) and quality (problem-free service life). Buyers of steel doors are interested in their protective properties, noise and heat insulation, and beautiful appearance. And consumers of interior doors are more concerned about how they will fit into their interior, how beautiful they are, and whether anything will happen to them (quality). And of course, the vast majority of buyers are concerned about not overpaying.
The buyer can be informed about these KFPR: “You know, when choosing plastic windows, they pay attention to the following factors - so that they provide the necessary heat and noise insulation, are of high quality and so that they do not have to overpay.” Thus, his perception will be formatted and prepared to receive subsequent information, and the seller’s status as an expert will become even higher.
I recommend using KFPR as a presentation structure. In this form, the presentation allows you to convey to the buyer key thoughts and make it as easy as possible for him to make a decision. And definitely explain why you recommend this or that option to the buyer. Let's see how this can be done using the same example of the presentation of an interior door:
- Firstly, this door is very fits well with your interior. As we found out, the color of your floor is light, cream, and the color of the door will contrast perfectly with it. It will become a worthy decoration of your interior. Plus, it is made in a classic style, which matches the design of the furniture. And you and I know that classics are always relevant and never go out of fashion.
Secondly, this door is beautiful. It is made using artificial aging technology, which is very fashionable today. The door design is typical for the rich interiors of Mediterranean countries, primarily Italy. I'm sure your guests will appreciate your taste.
What else? This door is very high quality. It is manufactured using the most modern equipment from Italy and Germany. The difference between this factory is that quality control is carried out at all stages - starting from harvesting and drying of wood. Very few factories can boast a full production cycle like this one. Therefore, we give a 5-year warranty on this door, while other manufacturers give a 1-year warranty, rarely anyone gives 2 years. Do you feel the difference?
Another important point. Buying this door from us, you do not overpay, because we are a branded salon of the manufacturer. You also said that there are small children in the apartment. I focus on this because the door should not be damaged - games, pranks... I myself have two children, and I understand how this can be. The door is made of solid Caucasian oak. Oak itself is a very durable material, and Caucasian oak is the standard of strength among other types of oak. Moreover, over time it becomes even harder. But even if something happens - for example, a scratch is left with a sharp object (wood is wood), this door can be easily restored by yourself at home. Nothing will be visible. This number will not work with veneer. Do you like the door? A very worthy choice. Do you have measurements with you? Then let's do the calculation.
· Do a comparative analysis
What will characteristics such as a 5-year warranty or a lock with class 4 burglary resistance tell the buyer? I'm afraid nothing. And if we add that 5 years of warranty is the maximum warranty period for interior doors that only exists in Russia? That burglary resistance class 4 is the highest class for entrance doors to residential premises, and that only armored bank and safe doors have a higher class? What if we add that that door only has a one-year warranty, but this lock only has a second-class burglary resistance? Do you feel how much easier it becomes to make a decision?
Therefore, compare. Compare different models with each other based on key characteristics, compare your product with competitors’ products, focusing on the differences between your product, compare with regulations and standards (“Thermal insulation of this model is 30% higher than GOST standards!”). Be especially vocal about the differences of your product if they are unique (for the city, for the country).
By the way, a technique that works well is when you make a presentation of one model, and when talking about others, you focus only on their differences (both positive and negative).
· Don't be frequent.
You can make an amazing presentation, worthy of a sales textbook, but if the buyer does not perceive it, it will go to waste. The buyer's receptivity can change significantly throughout the dialogue, and the seller needs to be sure that everything he says will be heard and understood. How to achieve this? Pause often. According to research, the volume of human short-term memory is 7±2 units of information, and pauses serve as punctuation marks. During it, the client “digests” what he heard. Another valuable thing about pauses is that they add weight to your words..
Watch for affirmative head nods - they are an excellent indicator of assimilation of your information. If the buyer does not nod his head during your presentation, this is a sign that his receptivity may have dropped. It's time to slow down. Ask clarifying questions, whether everything is clear to him, whether something needs to be told in more detail. Questions invigorate the buyer's attention. Include the buyer in the presentation process - give him the opportunity to see, smell, touch everything himself.
· Suggest other selection criteria
You can greatly simplify the buyer’s decision-making process if you refer to the assessments and recommendations of experts, the opinions of the majority of buyers or significant figures. Whatever one may say, man is a social creature. We tend to act with an eye on others. That’s why phrases like:
- Excellent door. By the way, it was she who was installed in one of the episodes of “Housing Question” on NTV.
- 63% of our customers choose this particular model.
- The roofing made from this material was installed by the chief architect of our city.
- Excellent TV. Even our owner bought one for himself.
- This model won a gold medal at the last exhibition in Moscow.
Of course, the presentation is the seller's finest hour. And beyond the scope of this material there are still many techniques and principles that make it even more effective.. Here I tried to focus on those aspects of a commercial presentation that often remain behind the scenes, but at the same time have the most serious impact on the success of the entire transaction. I wish you big and successful sales!
For particularly suspicious readers, I will note that I do not promote black PR, but only suggest focusing on how your product differs from competitors’ analogues.
For example, the well-known and well-proven CPV model (characteristics-benefit-benefit).
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