Retailers are the people, physical or legal, who sell to the final consumer; To establish oneself in the world of the retailer or retailer is relatively easy, but not very advisable from the point of view of profitability, since in principle only an economic contribution is needed that covers the premises and the products, but the results of this incursion they are not always satisfactory, since inexperience, lack of training and intense competition contribute to the abandonment of the project or a considerable loss of money. At present, this sector is suffering a significant deterioration due to the crisis and the high opening of Asian-owned businesses.
Wholesalers are those people, legal or physical, who buy from manufacturers, in order to re-sell the item to a retailer to obtain a profit. There are several reasons why a manufacturer should consider the use of a warehouseman, but mainly we will highlight the one that allows you to reach a higher number of points of sale, with lower operating costs, better profitability and use of the manufacturer’s team, thus increasing the sales figure. At present it is a segment of the distribution that is on the downside.How to get sell in the small businessHistorically, marketing has been considered a luxury available to a few companies, usually large corporations. Strategic marketing, as the vast unknown that is for most of small business, has been and is generally confused with advertising, however we are aware that the market needs retail, but adapted to the new demands of society .Our experience has made us know small businesses that have not been able to see how the competition ate ground, how the big chains were going to land in their market, how their sales gradually decreased or how their salespeople did not sell what they owed. When they realized it, it was undoubtedly too late!Therefore, new on-demand marketing solutions begin to appear, services adapted for small businesses and unknown to the majority, which allow them to remain competitive, analyzing the situation in which they find themselves and knowing their possible areas for improvement. Through the express commercial audit, we will make an X-ray of the case of the company that will allow us to identify the areas of development and make a viability plan that will indicate the present and future of the business.
We are referring to tools available to everyone! that, in our experience, have allowed us to see sales increase almost immediately. If not, let’s have the following reflection, why the franchise sector can successfully compete with large stores …
? No doubt because the franchises have a franchisor that supports them and transfers theirknow how . Why not replace the franchise with a marketing outsourcing ?It should not be forgotten that, just as in large companies, the business model of small businesses requires a permanent reorientation, focusing on the customer, focus customer , and new market situations. Therefore, going hand in hand with marketing is much more comfortable for trade to evolve in parallel with new trends.A) Expense or investment?This question is straightforward to give an answer because the interest of the entrepreneur and the simple fact of not wanting to lose more money or just want to sell more, marketing is an investment. It is true that it does not have the magic crystal ball that knows everything, but observes, studies and analyzes the market eliminating or minimizing the existing uncertainties in order to be prepared for the decision making thought, fast and, most importantly, , correct.Our experience tells us that doing an audit and a business viability plan can offer us the solutions we have been looking for for a long time and that made us think that globalization was going to eradicate the small commerce of the commercial fabric, when the reality is very different already that the urban store has a future, as long as it is professionally managed.Therefore, it is necessary to ask: why do not small businesses and businesses use marketing more? The answer is simple, because there is no market culture nor do we really want to evolve.However, I am aware that more and more small entrepreneurs want to see that their stores are again filled with customers, so I will indicate the methodology to follow, when we want to position in the mind of the buyer that a particular trade is going to fully satisfy; enhancing the values they have in front of large surfaces: closeness, specialization, attention provided, flexibility, adaptability, etc.
I will return to what I discussed in chapter 2 about the stages necessary to successfully develop a viability plan in small businesses.B) Starting pointIn this stage the real situation in which the company is comparing the historical of previous years is analyzed in order to define realistically the evolution of the end of sale and its trend.C) Strategic analysisAt this stage you should check all commercial activity. Through the use of a series of vital tools we will know our areas of improvement and differential points against the competition.
DAFO, RMG matrix, mystery shopping , positioning of our business in the mind of the client, etc.D) Field workStudy of the competence, personnel management and service received, products and prices, closing of the sale … We will also control the level of knowledge that we have in the area of our store, the number of visits and purchases made versus competition , we are in a cold or hot zone.
E) Study of the demandBy product and customer visits. Analysis of the target audience, product portfolio, prices, visit / sales conversion rates, etc.F) Executive work shopThe field work carried out will give us an answer to the degree of notoriety and knowledge of our point of sale, valuation of our market, our competence, identification of our products, differential values, etc. Therefore it is necessary to have working meetings with the sales staff where the first guidelines to be followed are marked.G) Areas of improvementThe plan must conclude with a summary and a final analysis in which the improvement areas that we need to compete successfully are clearly stated. In this respect, it is essential that each of the variables and actions to be carried out be prioritized under the names of necessary, urgent and recommendable. Six simple steps that can make the difference between opting for a growth strategy or a declining one.