The golden rules of the clothing trade. How to open a flower shop: instructions from successful entrepreneurs in the field of selling flowers. Protection against loss and theft

Gold has long ceased to be associated with precious jewelry - rings, chains, earrings and necklaces. Today, gold is most often talked about as an exchange commodity that can be easily bought and sold, making good money on it. The main thing is to know the most important secrets of trading this metal, and then trading in gold futures will bring you profit, not financial losses.

What secrets are we talking about? In fact, these are rather rules for trading in precious metal, and not secrets at all. They are often elevated to the rank of the latter by traders who either cannot find information on the fundamentals of trading, or decide not to look for anything at all, trading, counting on luck. Of course, in 99.9% of cases they suffer losses.

But everything could be different, consider the following points in their work:

1. Gold quotes rise during economic crises. Just at the time when major countries world are facing serious problems, and their currencies are falling rapidly, traders are looking for stable assets in which they can invest their money. Gold becomes such an asset.

2. Oil and gold prices are directly related. An increase in oil prices becomes an indicator of the next increase in gold prices, and vice versa. But with the US dollar, gold has an inverse relationship, and the strengthening of the position of the “American” most often leads to a decrease in the price of the metal.

3. The price of gold doesn't always go up.. Some novice traders believe that if they once invest their money in buying gold, they thereby guarantee themselves an ever-growing income. Only the truth of life is much more severe, and the price is also influenced by a huge number of factors that can both lead to an increase in its value and reduce asset quotes. Moreover, in the last few years we can see the presence of a downtrend, so it cannot be said that investing in gold is guaranteed to bring you a profit.

And yet, we would recommend that you take a closer look at this asset, not forgetting about important rule diversification, that is, the choice of not 1, but at least 3-5 exchange instruments that are worth betting on. And even if trading in gold provides you with some loss, it can be covered by the profit received as a result of trading in other assets in your portfolio.

4. Gold is not an asset for beginners. Gold quotes are influenced by a huge number of fundamental factors - government policy, important statements by the heads of central banks, inflation, investor expectations, etc. Therefore, you will not be able to clearly predict the further movement of its price, just by looking at the trading chart. For trading gold to be profitable, it is important to have the skills to conduct fundamental market analysis, while not forgetting that although gold is highly volatile, trading in it is associated with considerable risks.

So that the outcome of gold trading does not disappoint you, it is important to remember that you have a trading strategy and follow the rules of money management. You can also use special advisers created specifically for working with this asset. But be vigilant and do not make instant decisions, especially when you are trading gold futures and other precious metals with their own characteristics and specifics.

For sales to go well, you need to know and use some rules, consider the main ones.

The first golden rule of the seller:

"The right approach to the buyer is the key to a successful sale."

When a potential buyer has just entered the store after 10 seconds, you need to get close enough to him, in about 2-3 steps and say hello: “Good afternoon”, “Hello”.

Ideal if your appeal arouses the interest of the buyer. Also, along with a greeting, to attract attention, they ask questions: “Did you come to us for ...?” "Are you interested in discounted products?"

Don't expect the buyer to show interest in the seller. Greetings must be spoken in person to the buyer.

Common mistakes:

The expectation that the buyer will contact you, you do not vending machine, you can be the first to make contact, as you are a seller.

You can’t greet a person in the back, it can scare away and this is a sign of bad taste.

No need to shout through the entire store (salon, restaurant), this is done only in the market.

You can’t say hello because of any obstacle, for example, the reception prevents you from making eye contact.

The second golden rule of the seller:

“We find out what the buyer needs and offer.”

After the greeting, it is important to find out what interests the buyer. To do this, you need to ask what exactly the client needs and offer several products. If the buyer does not like the offered goods, you need to ask again, clarify what the buyer would like.

Common mistakes:

No need to wait for the buyer to choose the product himself. It is necessary to help him with the choice, to offer the most competitive positions.

It is impossible to immediately offer absolutely all goods from the doorstep, without a greeting and clarifying questions.

Do not fully figure out what the buyer wants and offer him the wrong products.

Third rule:

“We explain to the buyer not only the properties of the product, but also its benefits.”

When listing the characteristics of a product or service, the buyer does not always understand how it will be useful to him in Everyday life. When describing a product or service, it is necessary to give real-life examples of what benefits the buyer will receive after the purchase.

Common mistakes:

Description of the product without listing the benefits.

The fourth golden rule of the seller:

"Special offers and promotions help sell."

For the whole conversation with potential buyer it is necessary to talk about a maximum of two ongoing promotions in this moment. It is necessary to talk about promotions at the beginning of the conversation, in the middle and at its end.

The main thing is to convey to the client all the benefits that he will receive by participating in the action. If the buyer is interested and wants to take part in a special offer, he needs to tell all the details of participation.

Common mistakes:

Communicate with the client without informing him about promotions. This is the biggest mistake, because stocks are the strongest selling tool.

You need to start talking about the promotion with very tempting benefits, and all the details later, if the client is interested.

You don't have to say too much. The more unnecessary words, the less you will be understood.

Additional Information

Each buyer has his own way to purchase, each person is guided by his own decision-making factors.

Therefore, people do not buy right away, they start thinking, putting it off for later, and as a result, they get a lot of idle, unproductive communications with customers.

You need to constantly improve your knowledge of your target audience. And learn to overcome objections. All this is based on the psychology of people's behavior, as well as what problem your product can solve.

In order to improve your skills, I recommend that you read Harry Friedman's book No Thanks, I'm Just Watching.
This book outlines the entire process of working with potential client. Finding out needs, competently demonstrating the product, how to deal with objections and closing the deal.

The golden rules of the clothing trade.

1. DO NOT EXPECT TO TAKE CLOTHES FOR REALIZATION
Usually, start-up entrepreneurs take into account investments in the renovation of the premises, shop equipment,
rent, but at the same time they forget about the product, hoping to take it for sale and get by with minimal costs. This is their first serious systemic error, which puts an end to the very possibility of making a business profitable. Clothing for sale in most cases is given when it cannot be sold on a prepaid basis due to a price mismatch with quality or season, and therefore it will not be in demand, and it will not be possible to make a sufficiently high margin on it. And this is the second important rule:

2. MAKE AN INITIAL MARKUP OF 100% AND HIGHER

A fairly common myth is that the price should be as low as possible, it is better to make a smaller margin and earn on turnover. However, in order to earn the same amount at a lower markup, turnover must grow exponentially. For example: if you want to earn UAH 10,000 profit with a 100% markup, then the revenue should be UAH 100,000, and to earn the same profit with a 50% markup, then the revenue should already be UAH 450,000. Now think about whether a quarter price reduction will give you a 4-fold increase in sales?! This leads to the third rule:

3. PLAN YOUR PRODUCT BUDGET

The experience of successful clothing stores testifies to an indisputable fact: they planned to buy goods in advance, thereby obtaining the lowest possible purchase price and increasing the margin. Inventory costs account for the lion's share of all investment in opening a store and often reach up to 50-80% of this amount. Ignoring this truth and inherent in our compatriots eternal hope for "maybe" from the very beginning transfer the project to the category of stillborn. As the classic said: “Money in the morning, chairs in the evening.” If you want to sell a product, take the trouble to buy it first. If you do not have enough funding for this main expense item when opening a store, it is better not to open. But let's say the financing problem is solved and you are ready to buy clothes. How much does it need to buy?

4. BUY MORE THAN YOU PLAN TO SELL, CONSIDER YOUR RESIDUE

The law of the genre is the constant presence of sufficient remnants. It is unrealistic to sell goods "at zero": the store cannot successfully work with empty or half-empty shelves. A trivial truth, and most already working entrepreneurs, having read it, will say: “Of course,” and move on to the next rule. But take your time: not everything is so simple. Let's say, with a full layout, you can put 100 pieces on the trading floor. What do new entrepreneurs usually do? They buy just 100 pieces, promise the supplier to come in a week, and happily cut the red ribbon of the new store. On the first day, buyers buy 10 pieces, naturally the most interesting, the next 5 pieces, then 3 pieces ... and the trade stops. Why? Because the Pareto law comes into play, which says: 20% of the assortment gives 80% of the profit. And you did not replenish the product display on the trading floor in a timely manner, and now buyers are forced to choose the best of the worst. And 20% retail space you are idle. Conclusion: it is necessary to maintain the balance of goods in the hall every day, and for this you had to buy 150 or even 200 pieces, depending on how often you have the opportunity to receive new product from the supplier. If you do not have a warehouse, it is better to fence off a part for it trading floor, but in no case do not reduce the exposure, bring and lay out clothes daily to replace the sold one. In addition, nothing prevents you from finding out the needs of the client and offering him something special, especially for him, from the warehouse. Psychologically, this encourages the visitor to buy very well.

5. SYSTEMATICALLY INTRODUCE YOUR NEW PRODUCT

Systematically means preferably weekly. Your regular customers have already seen your collection and they will visit you as often as you update the exposition. If they come again and see nothing new, they will be disappointed. If they get used to the fact that you have, for example, an update every Thursday, then visiting your store will become a habit for them. And your new supply is almost guaranteed to be sold out. In addition, in order to bring new models into the hall, you will have to reposition the old models, and most likely, your visitors will see them in a new light and purchase along with the new product. Systematicity in this case gives stability of sales and high customer loyalty. If for some reason you didn’t manage to sell what was planned by the time of the next purchase, then you should still update the assortment. Usually entrepreneurs don't do this and wait until something is sold out before making another purchase. Paradoxical as it sounds, but such an attempt to stay within the budget has an extremely negative impact on future sales and the profitability of the project as a whole. And so that you are not afraid to go against what seems to you common sense, but in fact it is not, we will talk about the sixth, strategic rule:

6. RESIDUE IS NOT A PROBLEM! DO NOT ATTEMPT TO END THE SEASON WITH ZERO RESIDUE

It is known that businessmen are sympathetic to the fact that the money invested in the repair of the store is not returned. They also do not expect to sell the equipment at the purchase price in the event of a store closure or relocation and are ready to make a very significant discount in order to get rid of it. What few of them realize, however, is that recovering their inventory investment is almost as difficult. The structure and composition of commodity balances will constantly change, but their value will constantly grow due to the remains of new seasons. Some part will have to be written off, and some will have to be discounted. But it is possible to sell your stock completely and immediately only at a price several times lower than its cost. Otherwise, there will be only one way out: to give these clothes without any guarantees to someone for sale. Therefore, when evaluating your business, we strongly recommend that you set aside a reserve to cover losses associated with the markdown of the minimum inventory balance. We usually do not want to think that any store will have to close sooner or later, deluding ourselves with the thought that, if this happens, it will not be soon. But life usually corrects our plans without our consent, and those who have been honest with themselves can avoid unnecessary disappointments. The practical use of this rule is as follows: when the season comes to an end, entrepreneurs begin to reduce prices and stop current purchases in order to finish the season with minimal leftovers and use the released funds to buy clothes for the new season. Everything is logical and such efforts are necessary, but within reasonable limits. It must be understood that it is impossible to end the season without leftovers, and that such attempts lead to a sharp and unjustified decrease in turnover. Moreover, the decrease will affect not only the current, but also next season. For example, if you finished the summer season with the balance equal to at least half of your product exposure, then in January-February, when winter sales begin to drop sharply, your visitors will be happy to purchase this summer product at a discount, which will help maintain turnover during the off-season .That is, leftovers are not just not a problem, but their availability in sufficient quantities is vital to ensure good sales throughout the year.

Retail sale of live, incl. cut, flowers is carried out in accordance with the Law of the Russian Federation of February 7, 1992 No. 2300-1 "On the Protection of Consumer Rights", "Rules for the sale certain types goods”, approved by Decree of the Government of the Russian Federation of 19.01.98 No. 55, as well as state standards.

By appearance freshly cut flowers should be fresh, clean. The presence of pests on stems, leaves and inflorescences, the presence of damage by pests and diseases is not allowed.

When selling fresh-cut flowers, the seller is obliged to promptly, in a clear and accessible form, bring to the attention of the buyer the necessary and reliable information about the goods and their manufacturers, which ensures the right choice. Information for the consumer, provided directly with the goods, is drawn up in Russian. Information may be duplicated in whole or in part on foreign languages, as well as at the request of the customer in the state languages ​​of the subjects Russian Federation and native languages ​​of the peoples of the Russian Federation.

Information about cut flowers must contain:
- the name of the slice and its specific purpose;

Company name (name) and location (legal address) of the manufacturer of the goods, location of the organization (organizations) authorized by the manufacturer (seller) for imported goods - the name of the country of origin of the goods;
- information about the main consumer properties of the goods;

Rules and conditions for efficient and safe use;

Expiration date, as well as information about the necessary actions of the buyer after the expiration of the specified periods and possible consequences if such actions are not taken, if the goods after the expiration of the specified periods pose a danger to the life, health and property of the buyer or become unsuitable for their intended use;

Price and conditions for the purchase of goods;

Date of cutting and packing;

Number of flowers and bunches

Name of the type of product, commercial grade and group,

Regulatory document setting quality requirements.
For imported cuts, the seller must also provide information about the number and date of the phytosanitary certificate - this is a document international standard issued by the authorities that carry out quarantine supervision or plant protection in the state from which the products are exported. Such a certificate confirms the phytosanitary condition of the products and must be present along with the accompanying transport documentation.
Information may be placed in one or more places convenient for reading.

With small sizes of containers, packaging, on which it is technically difficult to place the necessary text of information for the consumer in full, it is allowed to place data characterizing the goods, or part of them, on the leaflet attached to each container, packaging or on group packaging, or in the accompanying documentation for the supplied product.

Together with the goods, the buyer is transferred sales receipt, signed by the person directly carrying out the sale, which indicates the species name and number of plants, the name of the seller, date of sale, price; information about the number and date of the phytosanitary certificate.

Personal coach Oksana Mechta

1. DO NOT EXPECT TO TAKE CLOTHES FOR REALIZATION
Usually, novice entrepreneurs take into account investments in the repair of premises, commercial equipment, rent, but at the same time they forget about the product, hoping to take it for sale and get by with minimal costs. This is their first serious systemic error, which puts an end to the very possibility of making a business profitable. Clothing for sale in most cases is given when it cannot be sold on a prepaid basis due to a price mismatch with quality or season, and therefore it will not be in demand, and it will not be possible to make a sufficiently high margin on it. And this is the second important rule:

2. MAKE AN INITIAL MARKUP OF 100% AND HIGHER

A fairly common myth is that the price should be as low as possible, it is better to make a smaller margin and earn on turnover. However, in order to earn the same amount at a lower markup, turnover must grow exponentially. For example: if you want to earn 10 thousand rubles of profit at a markup of 100%, then the revenue should be 100 thousand rubles, and to earn the same profit with a markup of 50%, then the revenue should already be 450 thousand rubles. Now think about whether a quarter price reduction will give you a 4-fold increase in sales?! This leads to the third rule:

3. PLAN YOUR PRODUCT BUDGET

The experience of successful clothing stores testifies to an indisputable fact: they planned to buy goods in advance, thereby obtaining the lowest possible purchase price and increasing the margin. Inventory costs account for the lion's share of all investment in opening a store and often reach up to 50-80% of this amount. Ignoring this truth and inherent in our compatriots eternal hope for "maybe" from the very beginning transfer the project to the category of stillborn. As the classic said: “Money in the morning, chairs in the evening.” If you want to sell a product, take the trouble to buy it first. If you do not have enough funding for this main expense item when opening a store, it is better not to open. But let's say the financing problem is solved and you are ready to buy clothes. How much does it need to buy?

4. BUY MORE THAN YOU PLAN TO SELL, CONSIDER YOUR RESIDUE

The law of the genre is the constant presence of sufficient remnants. It is unrealistic to sell goods "at zero": the store cannot successfully work with empty or half-empty shelves. A trivial truth, and most already working entrepreneurs, having read it, will say: “Of course,” and move on to the next rule. But take your time: not everything is so simple. Let's say, with a full layout, you can put 100 pieces on the trading floor. What do new entrepreneurs usually do? They buy just 100 pieces, promise the supplier to come in a week, and happily cut the red ribbon of the new store. On the first day, buyers buy 10 pieces, naturally the most interesting, the next 5 pieces, then 3 pieces ... and the trade stops. Why? Because the Pareto law comes into play, which says: 20% of the assortment gives 80% of the profit. And you did not replenish the product display on the trading floor in a timely manner, and now buyers are forced to choose the best of the worst. And 20% of your retail space is idle. Conclusion: it is necessary to maintain the balance of goods in the hall every day, and for this you had to buy 150 or even 200 pieces, depending on how often you have the opportunity to receive new goods from the supplier. If you don’t have a warehouse, it’s better to fence off part of the trading floor for it, but in no case reduce the exposure, bring and lay out clothes daily to replace the sold one. In addition, nothing prevents you from finding out the needs of the client and offering him something special, especially for him, from the warehouse. Psychologically, this encourages the visitor to buy very well.

5. SYSTEMATICALLY INTRODUCE YOUR NEW PRODUCT

Systematically means preferably weekly. Your regular customers have already seen your collection and they will visit you as often as you update the display. If they come again and see nothing new, they will be disappointed. If they get used to the fact that you have, for example, an update every Thursday, then visiting your store will become a habit for them. And your new supply is almost guaranteed to be sold out. In addition, in order to bring new models into the hall, you will have to reposition the old models, and most likely, your visitors will see them in a new light and purchase along with the new product. Systematicity in this case gives stability of sales and high customer loyalty. If for some reason you didn’t manage to sell what was planned by the time of the next purchase, then you should still update the assortment. Usually entrepreneurs don't do this and wait until something is sold out before making another purchase. Paradoxical as it sounds, but such an attempt to stay within the budget has an extremely negative impact on future sales and the profitability of the project as a whole. And so that you are not afraid to go against what seems to you common sense, but in fact it is not, we will talk about the sixth, strategic rule:

6. RESIDUE IS NOT A PROBLEM! DO NOT ATTEMPT TO END THE SEASON WITH ZERO RESIDUE

It is known that businessmen are sympathetic to the fact that the money invested in the repair of the store is not returned. They also do not expect to sell the equipment at the purchase price in the event of a store closure or relocation and are ready to make a very significant discount in order to get rid of it. What few of them realize, however, is that recovering their inventory investment is almost as difficult. The structure and composition of commodity balances will constantly change, but their value will constantly grow due to the remains of new seasons. Some part will have to be written off, and some will have to be discounted. But it is possible to sell your stock completely and immediately only at a price several times lower than its cost. Otherwise, there will be only one way out: to give these clothes without any guarantees to someone for sale. Therefore, when evaluating your business, we strongly recommend that you set aside a reserve to cover losses associated with the markdown of the minimum inventory balance. We usually do not want to think that any store will have to close sooner or later, deluding ourselves with the thought that, if this happens, it will not be soon. But life usually corrects our plans without our consent, and those who have been honest with themselves can avoid unnecessary disappointments. The practical use of this rule is as follows: when the season comes to an end, entrepreneurs begin to reduce prices and stop current purchases in order to finish the season with minimal leftovers and use the released funds to buy clothes for the new season. Everything is logical and such efforts are necessary, but within reasonable limits. It must be understood that it is impossible to end the season without leftovers, and that such attempts lead to a sharp and unjustified decrease in turnover. Moreover, the reduction will affect not only the current, but also the next season. For example, if you finished the summer season with a balance equal to at least half of your product exposure, then in January-February, when winter sales begin to drop sharply, your visitors will be happy to purchase this summer product at a discount, which will help maintain turnover during the off-season . That is, the remains are not only not a problem, but their presence in sufficient volume is vital to ensure good sales throughout the year.