How to sell furniture active sales. How to Sell Furniture: Tips from an Expert in Selling Techniques

Especially for furniture makers, we are starting to publish a series of materials that are designed to help sell furniture more and better! We hope that our advice and recommendations will allow you to better understand the buyer and, accordingly, increase your sales.
So, let's begin!

Purchasing furniture can only rarely be called an impulsive act. As a rule, the reasons why a person performs this action are justified and typical: buying a new home after a wedding, having a child, repairing, and many others. These situations are a kind of psychological models, knowledge of which will allow managers of furniture stores to more quickly identify customer needs and sell more.

It's great when a client who comes to the salon clearly understands what kind of furniture he wants and what functions it should perform. However, there are not so many such "conscious" citizens, especially among those who are going to purchase custom-made furniture. Identifying the needs of a client is doubly difficult if he is withdrawn, shy and therefore in no hurry to tell you about the personal circumstances of his life.

In such cases, knowledge of typical situations - when people buy furniture - becomes a great way out for the salon manager. These are original models of those life circumstances and conditions in which the client finds himself. Each specific situation involves a number of clarifying questions that allow you to clearly identify the customer's need. In fact, the typical situation is the basis successful communication with the client, that hint to the manager, which will help him ask the right questions and avoid inappropriate ones, as well as guide him in the selection of a successful solution.

Let's take an example. A young girl came to the salon who needs furniture for the living room. The manager immediately has a number of questions: furniture for himself or for another person, you need to furnish temporary or permanent housing. As a rule, at this stage, a salon employee can already determine a typical situation, for example, the spouses moving into their first apartment.

Based on this, communication between the manager and the client will be more specific and productive in the future: do the spouses plan to use the pieces of furniture available in the apartment or will they completely change the situation, what is the area of ​​the room, will the living room perform any additional functions etc. Moreover, sometimes even the customer himself does not think about some points, which later turn out to be very significant, and the manager, with the help of his questions, is able to focus the attention of the client on them. As a result, due to the prompt identification of a typical situation and correct clarifications, the manager got a clear idea of ​​what the buyer needs and offered him the right solution, and possibly more than one!

It is worth noting that it will be more psychologically comfortable and pleasant for the client to communicate with the manager if he easily and quickly understands and expresses in words his desires and needs (knowledge of typical models will again help the salon employee in this).

Of course, each manager can make his own list of such situations. We suggest that you familiarize yourself with our list of models, which will simplify the procedure for identifying customer needs and increase sales.

One of the most common situations when a person is going to buy furniture is the purchase of housing (a wedding, an increase in the family, an apartment as a gift for an older child, an inheritance, an apartment for leisure), or the repair of an existing living space, involving the change of interior items. Most likely, you will have to visit a furniture salon even if the repair involves redevelopment and, consequently, a change in proportions existing premises. Let's say thanks to the numerous TV programs: they become an example for various kinds of modernization of living space.

Various family and related "movements" become an incentive for the purchase of new furniture. So, for example, if after the wedding the newlyweds do not have the opportunity to move to a separate apartment, then they are allocated private room, which, of course, needs to be furnished with new furniture. The birth of a child also prompts you to turn to furniture makers: first, a crib and a changing table are needed for a newborn, then you need to create a children's corner in common room or furnish a separate children's room. The appearance of a child or several children in the family will inevitably lead to an increase in the amount of storage furniture, "growth" dining table and a sofa, as well as an increase in the number of chairs.

Moving relatives (grandparents, brothers, nephews, etc.), however, as well as moving family members inside the home (for example, children grow up and move around different rooms) requires new pieces of furniture. Updating the furniture will also be needed if the purpose of the room needs to be slightly changed, for example, in the living room to add sleeping place. By the way, if the owner of an apartment (house) likes to gather big noisy companies, this will definitely affect the quantity and functionality of the furniture and, possibly, lead to the creation of a guest room, which also needs to be furnished.

A trip to a furniture store can be motivated not by an increase, but, on the contrary, by a decrease in the family - the children have matured and left their parents, now the former nursery can be converted into a home office or library. Among the "family" situations are the following situations - the acquisition of new furniture in connection with trouble, misfortune (disability of one of the family members, fire, flooding, etc.).

The need to visit a furniture showroom often appears when there have been some changes in a person's life - both professional and personal, worldview. For example, the specifics of the new labor activity(leadership, status increase) and income increase do not allow the owner to have cheap furniture in his house. On the other hand, a change of specialty may lead to the need to equip workplace at home - for example, designers or journalists often work outside the office.

This option is also possible: in connection with the change professional activity a person had other priorities, which was reflected, among other things, in the interior of his apartment, house.

Personal reasons include a change in tastes and preferences due to age (older people are more prone to solidity than young people and prefer classic style in the interior), as well as a passion for any philosophy or direction in design (oriental motifs), or a desire to follow fashion trends. Some homeowners like to experiment and are fond of the latest technical achievements, they pay attention to new materials in furniture and its functionality, so they periodically purchase various new items. The emergence of a hobby (sewing, knitting) or engaging in some kind of sport (for example, billiards or golf) will most likely lead to the fact that the homeowner will need special pieces of furniture - a wardrobe for sports equipment, comfortable armchair with shelves, a cutting table and much more.

One should not discount such a situation, which, however, is not yet particularly common among our fellow citizens, is the purchase of furniture as a result of a passionate desire to change something in one's life. The cause of this state can be either falling in love or romantic passion, or vice versa. stressful situation, depression, when everything around, including the existing interior, causes irritation.

In conclusion, I would like to recall a few very utilitarian, but no less significant reasons why people visit furniture showrooms. Firstly, it is the purchase of furniture for an apartment (house), which the owner is going to rent out. Secondly, one should not forget about such a seemingly mundane factor as breakage or wear and tear. old furniture. Thirdly, in connection with the appearance of a beloved pet in the house, it is often necessary to revise the requirements for furniture (the upholstery of sofas and armchairs needs to be less easily soiled, more "resistant" to claws and paws). On the other hand, sometimes housewives, especially for their Barsik, acquire soft ottoman or an armchair. Fourthly, the presented gifts also need to be placed somewhere. For example, a donated stereo system will look good on a special table-cabinet. Fifthly, no one canceled the time of discounts and sales (it is very tempting to buy a closet for only 50% of its cost, right?), however, like the fears and concerns of some fellow citizens (crisis, then it will be more expensive, inflation, etc.). P.).

Knowledge of these situations, coupled with goodwill, interest and a sincere desire to help, will allow you to find the key to each client and increase the quality and quantity of sales.

For owners, directors.

Attention! This free article is not part of the Uncensored Furniture Business course.

I hope for your understanding and forgiveness...

The fact is that I am writing from the standpoint of a person who works in furniture business, has been in furniture retail for more than one year. And it seems to me that I have the right to act as a person who has an idea about the furniture market.

Precisely because I have an idea about the state of affairs in the furniture market, I constantly write in my articles that “it’s difficult now, that it’s hard, that everyone owes everyone, that everyone survives” ... Forgive me for being blunt.

Those people who read more than my first article will confirm: I do not offer everyone universal “miracle solutions”, “instant results without effort”, “101% guarantee” and so on.

This would be equivalent to the fact that I would guarantee a person who decided to lose weight "to lose 20 kilograms in a week with absolutely no consequences." Believe me, I've lost weight, my maximum result- 10 kilograms per week (from 105 kg to 95 kg). At the same time, I simply didn’t eat anything all week, and by the end of the week I was falling down from weakness. This is not a healthy situation, but a health problem. Don't lose weight so fast. It will not work.

As you have noticed, I do not offer you a miracle remedy for overcoming the crisis. I just communicate with people of my circle, I try to be something useful to these people. In 99% of cases, the solutions I offer for certain tasks have been tested by me at my own furniture stores, so I do not offer you a pig in a poke, but only proven and workable strategies, promotions, and events.

Russia is a big country. And what works great in one region may not work at all in another. We understand this. Therefore, in almost every article I warn: experiment, do not immediately pump a lot of money into one unverified event, no matter how great this event may seem.

And then, I really want to believe that more and more normal people is doing business. Precisely normal, adequate, thinking. And not those who were born on time, cut down a lot of money on the transition from scarcity to satiety, and now they feel quite comfortable. I'm just happy for these people, God bless them. But among these people there are those (and quite a few) who do not develop, who are stuck in the nineties, who are still the “red director”, who have not worked in a competitive environment and will never learn. Competition touched these people only from one side: having earned on the transition from a shortage to an excess of money, these people stopped producing, stopped trading; now their business is commercial real estate, renting out space (the most best business). And you yourself know what is happening in this market segment now - everyone is building and leasing everything. Hard workers, like you and me, are simply not able to pull this strap of 500-1000 rubles per square meter. And now these people have begun to fuss, secretly offering both 300 and 100 rubles for renting a square meter. This is no longer a business, but a barryzhniye. And in fact, a business without competition is always a barry. And in the era of the rise and prosperity of these people, there was just no competition.

Well, why philosophize? I repeat, I want to deal with thinking and adequate people. It is for these people that my articles, my case, it is with these people that I am ready to communicate and cooperate.

And it is these people, I am sure, who understand best of all that no matter how sweetly and beautifully you wrap a piece of shit, it will still remain a piece of shit. But strawberries from the garden, no matter how dirty they are, will be washed off and remain juicy and tasty strawberries.

You have already managed to make sure, and those who have not yet managed to, will have time, that in each article we will definitely present you with a certain amount of really useful tips about the furniture business. This is not even advice at all, but simply we share our experience. Believe it or not, apply it or not - your right. We have checked everything for ourselves.

Here, in this article, we emphasize the usefulness of competition, the importance of the brain of a business owner, the trend towards change in the commercial real estate market, and most importantly, below you will find three important components for improving a business in a furniture store:

We did not invent anything, did not leaf through any textbooks, working through these three points. We just tried to analyze the obvious and hidden reasons for not buying furniture in our store.

Of course, you yourself understand that in order to fulfill especially the 2nd and 3rd points of the table, you will need a decent amount of working capital. Nothing to do about. And with this in our business now it is very difficult.

Good luck to you!

Hello, dear readers, site site!

In this article, I would like to share with you my thoughts on how to increase furniture sales. Or what needs to be done in order for your business to bring you more profit and customers than at the current stage.

The idea for this post came about by accident. At the time of writing my thesis, and I write it according to the assortment and commercial activities one of the furniture manufacturer in Chernihiv.

So, in one of the sections, I came across such an item as: "Organization of sales and ways to increase it." I began to describe that there are the following, according to which the enterprise operates. And that's how they sell their products.

He also described that furniture prices are lower than those of competitors, as the organization applies a cost optimization strategy. I wrote an article about this strategy "?". We figured out the organization of sales, now we had to figure out something how to increase sales.

Methods for increasing sales in a retail store

After a little brainstorming of competitors, the same segment as they are, I noticed one feature. None of them have a website. Only a few are listed in the general information directory of the city. Where the name of the organization and contact details are indicated.

Everything! Nothing more is said, that is, a person who wants to buy furniture should call them and find out if they make such furniture that the client is interested in. And this is called the 21st century? Guys, today such methods are not very effective. Today, effectively it is an excellent service of the services offered. Whoever has it better is the one who is successful.

After that, I used the Yandex keyword service to analyze how many queries there were over the past month for the word “furniture Chernihiv”. The results are as follows:

As you can see, good results. And these are only the results of queries in Yandex. And then there is Google, Rambler. Therefore, having a website can significantly increase your sales. Especially if you live in a small town where it is not so developed yet. For example, if we consider big cities: Moscow, St. Petersburg, Kyiv. Then it will be more difficult with this, in terms of promotion. So there is more competition.

Now, I would like to talk about the service. Let's say you have created your website. They wrote there what services you offer, wrote contact phone numbers, directions to the store or office. "And that is all"? - you ask. "Not!". On the site you need to place such information from which the visitor will be delighted.

To start this post, all your most successful work. The key word is "your". And that is, there are a lot of “wise men” who pump up pictures on the Internet and post them. Well, if they knew how to make it, then this is one thing. But, in my experience, I often saw a painting when they had no idea how to design it. And the customer loved this product. As a result, either the client leaves, or they do. something other.

If I were making such a site, it would be nice to create a service with which. a person who could arrange furniture directly on the site. Using your dimensions of the room or room. And based on this, the cost would be indicated. After that, he would be asked to place an order or contact the manager to clarify additional information.

Even if something does not suit the buyer, then using such a service, he will definitely tell his friends and acquaintances, and this, in turn, will again be potential buyers. I think you understand my train of thought.

Such different services can be very a large number of. You need to come up with something that others don't have. and if there is, then do it much better than competitors.

Emotions as a gift

Every year, the competition is getting stronger and stronger. And in order to survive in this struggle, many simply "play" with the prices of their products. Yes, of course, this is not an unimportant factor that will help attract buyers. But, to work almost to zero or even worse, in the "minus" is not the best good option entrepreneur.

Now, people are more responsive to the service and the price suddenly becomes a back burner for them.

And now for an example. Telling information to a potential client (at the stage of drawing up a furniture layout, choosing colors materials, cost calculation, when placing an order, etc.), offer him a cup of coffee. Agree that it would be nice for you if you were offered this. And most importantly, this is a trifle, but a person develops positive emotions(about his care). The chance of buying also increases.

Another example. If the buyer came to you with a child, give the baby a balloon, a candy. Also a trifle, but it will be nice.

Conduct surveys

After each sale, do surveys of your customers. To do this, create a questionnaire and ask the buyer to fill out.

Of course, you come up with the format yourself, depending on what goals you want to pursue. Firstly, I would collect a sales history (who bought what) and collect additional data for these customers.

The format is: full name, phone number, how do you rate the quality current work (point scale, if the rating is below 3, then comments why) and what kind of furniture you might be interested in in the future.

Some time later. you can call them (having previously made an offer) and offer to buy the furniture he needs.

Thus, with the help of a survey, you kill 2 birds with one stone: identify the needs of customers and look at your own weak sides, thereby correcting them.

Finally

On this list options The development on how to sell furniture doesn't end there. I will write about them in future articles.

From the above, I think you understand that the technology of selling furniture is a painstaking task, you need to take into account many factors. which were previously ignored.

P.S. How do you like the article? Perhaps someone has their own sales techniques and you would like to share them, it will be interesting to know. Good luck and see you again.

Consulting managers often have a hard time, so I would like to highlight a few key points on the issue of how to properly sell furniture. We hope that this will help you in the future when communicating with customers and will help increase the level of sales. How to communicate with buyers?

First of all, you need to imagine yourself in the place of the client. Furniture is an expensive commodity, regardless of financial well-being, buying furniture is not done impulsively. Often, the very fact of purchasing furniture is a significant event or is associated with it. In this regard, customers have a lot of anxiety and doubts, because with a new acquisition they will have to live side by side for more than one year. Very often, the client needs to take into account when buying not only his opinion. There are many reasons why people buy new furniture and they are usually typical: repairs, moving to new apartment, the birth of a child, the need for life changes.

Knowing these typical situations helps to identify the needs of the client, and you can ask a number of clarifying questions about them. Sometimes even the client himself does not think about some points, which can later be very important. And the manager, with the help of his leading questions, helps to make correct solution. It will be much more comfortable for the client to communicate with a manager who will quickly understand his desires and needs. After all, not everyone immediately clearly understands what kind of furniture they need. In addition, furniture is a product with many characteristics, so often people have superficial ideas about design features furniture or have high expectations regarding this product. You must know absolutely everything about the products and present information simply, clearly and concisely.

How to meet a buyer? This question is also very important. After all, this is the first impression about you, about the company, and we all know that people are greeted by clothes. To meet a buyer correctly means to observe his preferences, listen to what competitors offer. Be sure to say hello, this is not only a way to attract attention, because each of us would like a friendly attitude.

Offer quality products and always warn about the presence of marriage, because people can return to you. Always invite the client to study the contract so that there is no doubt about the reliability of your organization. By knowing how to properly sell furniture, you will ensure a good reputation for yourself and your company.

It is better to show the product with its “face”, if it is a sofa, then it is better to offer to sit down and lie down, point out its ergonomics and functionality. When presenting children's furniture, it is better to focus on environmentally friendly clean materials, voice the characteristics of materials, say about the strength of the frame, the absence sharp corners. It is better to approach the issue of price when you have already discussed the advantages in terms of quality and properties of your furniture.

Be sure to smile and make eye contact. Nothing is more conducive to working with clients than a frank desire to help. We hope that these simple tips on how to communicate with customers will help you in further work. Good luck!

Related photo

Competition in the furniture market today is great, perhaps in every price segment. Proper positioning of the company, competent advertising promotion and additional service will help the best way meet customer needs and significantly increase sales.

Just follow these simple step by step advice and you will be on the right track in your business.

Quick Step-by-Step Business Guide

What you need to have: - directories;
- the Internet.

So, let's get down to action, tuning in to a positive result.

Step - 1
To increase furniture sales, you cannot do without high-quality advertising. Such purchases are not made so often, so your company should be constantly heard. Develop a catchy ad and a catchy slogan: as soon as potential client wants to buy furniture, he involuntarily remembers your brand. Having done this, we move on to the next steps.

Step - 2
Develop a customer loyalty program. Try to serve them as quickly as possible. Compose client base to make it easier to process customer data later. A satisfied customer will definitely tell their friends and family about you, which will directly affect sales. Having done this, we move on to the next steps.

Step - 3
Arrange furniture in trading floor so that the buyer has a desire to purchase several items at once. For example, along with the bed - bedside tables, bedspreads, carpet, dressing table. If things match perfectly in style, the client will be less sensitive to the price factor. Having done this, we move on to the next steps.

Step - 4
Those goods that are not available on the trading floor should be presented in a high-quality catalog. On the one hand, the photos in it must correspond to reality. On the other hand, to create a beautiful "magazine" image. Having done this, we move on to the next steps.

Step - 5
Create partnerships and establish close collaborations with interior designers and refurbishment companies. Such partners, under certain conditions, will be able to recommend you to their customers who are renovating an apartment or office. In this way, you can get very valuable buyers who want to completely refurbish the furniture after the repair. Having done this, we move on to the next steps.

Step - 6
Offer Spectrum additional services to stand out from competitors. It could be free shipping, build, warranty service, replacement of components (this is especially true for nurseries and kitchens). Having done this, we move on to the next steps.

Step - 7
Make a good website with as much information as possible. Present the main furniture models, sizes, high-quality photos. Potential buyer will be able to choose everything and consider it remotely, and then it will certainly turn to you.
We hope the answer to your question contains useful information for you. Good luck! To find the answer to your question, use the form -