【Five Observations】

  1. Observe the display. Check the size of the display area, whether the display is standardized and neat, and whether POP materials are in place.
  2. Observe the sales staff. Check the appearance, professionalism, and attitude of the sales personnel.
  3. Observe promotions. Mainly observe the process of promotional activities, such as whether the stack display is reasonable and the contribution of individual products.
  4. Observe products. Check whether the product line is complete and whether there is any price disorder.
  5. Observe opportunities. Check whether there are opportunities in the store to increase sales through promotions, and actively communicate with the store manager to seek effective positions or floor stacks.

【Eight Questions】 After observing, we have a general understanding of the store, so we should ask:

  1. Ask about sales. Ask the sales staff and store management about sales, and ask consumers or competitor sales staff about sales. All our work is aimed at generating better sales.
  2. Ask about products. Ask about the feedback on new product launches, whether there are other new product activities in the store, and whether there are damaged or defective products.
  3. Ask about promotional activities. What terminal activities have been carried out recently? Were they executed? What were the results?
  4. Ask about the store. Ask whether there are any single-store activities recently, and what support policies the store has.
  5. Ask consumers. Ask consumers about their views on the products and their usage. Especially for new products, it is essential to understand consumer experience, as this can provide us with useful information.
  6. Ask about barcodes. How many barcodes are currently available? Are there any locked barcodes? Is the supply sufficient? Do we need to replenish?
  7. Ask about customer relations. Does the store value our company? Are the sales staff on good terms with the store? Are their relationships with similar sales staff good?
  8. Ask about training. First, greet the sales staff to increase their sense of belonging. Then understand their knowledge of professional knowledge, observe their actions when introducing products, and see if there are any shortcomings. Lead by example and provide hands-on guidance.

【Four Checks】 After asking, we have a comprehensive understanding of the store. Then we review what shortcomings we still have in the store and what needs improvement. When do we expect to reach the desired level? Then we should check:

  1. Check sales data. Include sales data for best-selling and slow-moving products, sales data for recent themed activities, and sales data for new products. For best-selling products, be careful not to disrupt prices and maintain a certain advantage. For slow-moving products, try to avoid locking barcodes and use display space, special offers, and gift resources.
  2. Check inventory. How much stock is there? What is the shelf situation? Are there any out-of-stock items? For large inventory, find ways to digest it as soon as possible to avoid returns.
  3. Check promotional materials. Are gifts distributed? Are promotional materials properly stored? Are the company's promotional materials in place?
  4. Check sales staff reports. Are reports made? Is the weekly sales report submitted every Monday? Are there company documents or product manuals? Track the sales dynamics of recent activities, what promotional activities are being carried out, and competitor sales data. Through these checks, we can fully grasp store information, formulate the next action plan, and make reasonable work arrangements. Step by step, do every task solidly. Store sales will improve, and your relationship with the store will get better and better. If you follow this, you will succeed; otherwise, you will fail.

【Ten Key Elements of Sales Points】

  1. Product Is the shelf combination (especially whether the main selling models are complete) up to standard? Is the distribution depth and width appropriate? Does the product display meet standards, such as special price counters, main push counters, and flagship machine counters?
  2. Price Is the retail price implemented according to standards? Do retailers understand product profits? Is there any price disorder in the market?
  3. Position Is the special zone or counter in the first position, achieving the highest attention rate and maximum customer flow? Are there second or third display points in the middle island counter, outdoor, or other positions in the retail store?
  4. POP Are there any phenomena that damage the LOGO and brand image in the terminal? Are there machine models, brochures, table cards, product/promotional posters for main models? Have POP materials for discontinued models been cleaned up? Are there tents, umbrellas, promotional booths, stack displays, hanging flags, and other material support? Are there self-made POP images covering areas such as storefronts, pillars, windows, cash registers, and parking signs, such as KT boards, photo prints, aluminum-plastic panels, and inkjet prints? Are there explosion stickers, hot-selling stickers, promotional stickers, special price stickers, or new product stickers in the counter? Are the lightbox films and other OPO for flagship models replaced in a timely manner, such as the lightbox film for VIBEX?
  5. Key Tools Does the demo machine have exclusive demo resources for a specific model? Are there earphones and earphone hooks to demonstrate sound quality to customers at any time? Are the demonstration props for main push models utilized? Other flexible and helpful key tools: such as sales ledgers, warranty cards, receipts, computers for downloading software, etc.
  6. Main Push Does the key person in charge of the terminal recognize the profit policy of the main push model? Does the key person in charge have a clear or preferential reward plan for the sales staff for the main push model? Do the sales staff in the terminal store understand the selling points of the main models? Are their sales skills up to standard?
  7. Inventory Is the inventory turnover of main models reasonable? Does it match the requirements for city, county, and township levels? Is the inventory turnover of discontinued models reasonable? How to handle it?
  8. Store Staff Are the product knowledge of store staff up to standard? Are they familiar with the selling points of main models? Deepen through training. Are the sales skills of store staff up to standard? Improve through training. Is the working state of store staff good? Can they drive the atmosphere of the terminal store sales staff? Improve through assessment management and communication.
  9. Periodic Promotions Are there promotional activities for weekends and holidays, with special policies and gift support? (In the OPEN market, weekend and holiday sales are 2-5 times normal sales, so focus investment) City and county: Conduct targeted promotional activities for opportunities such as store openings and anniversaries. Township: Conduct targeted promotional activities for opportunities such as market days and temple fairs in township areas.
  10. Competitor Information Pay attention to the selling points, prices, and policies of competitors' new products and main push models. Pay attention to competitors' promotional activities. Pay attention to competitors' business conditions, organizational structure, and personnel. Pay attention to competitors' sales, especially the sales of TOP customers.

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